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The overall evaluation of a companys strengths, weaknesses, opportunities & threats is called SWOT analysis. External Environment (Opportunity & Threat analysis) A business unit has to monitor key macro environment forces & micro environment actors.
A marketing opportunity is an area of buyer need & interest in which there is a high probability that a company can profitably satisfy need.
Market Opportunity Analysis (MOA) - is used to determine the attractiveness & probability of success. Opportunity matrix
Success Probability
High Low
Attractiveness
Low 3 4
2 & 3 these opportunities should be monitored in the event that any improvement in attractiveness & success probability takes pace
4 opportunities too minor to consider
An environmental threat is a challenge posed by an unfavorable trend or development that would lead, in the absence of defensive marketing action, to lower sales or profit. Threat Matrix
Probability of occurrence
High Low
High
1 Company needs contingency plans to make changes before or during the threat 2 & 3 monitored carefully in the event that they grow more serious. 4 can be ignored
Seriousness
Low 3 4
SWOT Analysis
Strength
CONVERT M
Weakness
A
T C H CONVERT
Opportunity
Threat
SUPPLIERS
BUYERS
SUBSTITUTES
The Tool
Analysis to assess the attractiveness of an industry based on the strengths of five competitive forces S W O T: Company specific THE FIVE FORCES: Industry specific THE FIVE FORCES: Help a decision i. To enter an industry ii. To strengthen current position iii. To exit an industry
i. ii.
iii.
iv.
New entrants reduce profits When profit is far more than cost of capital, new firms will enter Entry barriers existence Fear of retaliation (eg. Price reduction) will deter new entrants
Entry Barriers Economies of scale Capital costs Switching costs Access to distribution channels
How Buyers Can Affect An Industry: i. Ability to force down prices ii. Bargain for higher product quality or better service iii. Play competitors against each other
iii.
iv.
Buyer purchases in large proportion Buyer integrates backward Product is standard Low cost of changing supplier
ii.
iii.
iv.
Supplier industry is dominated by a few, but it sells to many Product or service is unique or it has built up switching costs Substitutes are not readily available Suppliers are able to integrate forward
Threat Of Substitutes
i.
ii.
iii.
Competition is not only from new entrants but from products meeting similar needs Substitutes limit potential returns with the help of price ceilings Customers can easily switch
Numerous Or Equally Balanced Competitors Absence Of Differentiation Low Switching Costs High Exit Barriers
STEEP Analysis is technique used for external environmental analysis. It includes factor: Socio-cultural Technological Economic Ecological Political-legal
Internal Scanning often referred to as organizational analysis, is concerned with identifying and developing an organizations resources & competencies. Resources i. are an organizations assets & are thus building block of the organization. ii. They may be tangible or intangible.
Capabilities i. refer to a corporations ability to exploit its resources. ii. They consists of business processes routines that manage the interaction among the resources to turn inputs into outputs. iii. A capability is functionally based & is resident in a particular function.
Competency is a cross-functional integration & coordination of capabilities. Core competency is a collection of competencies that crosses divisional boundaries, is widespread within the corporation, & is something that the corporation can do exceeding well.
VRIO framework to evaluate a firms competencies. Value Does it provide customer value & competitive advantage Rareness Do no other competitors possess it Imitability Is it costly for others to imitate Organization Is the firm organized to exploit the resource
Determining the sustainability of an Advantage Two characteristics determine sustainability of a firms distinctive competencies:
i. ii.
Durability Imitability
Scanning Functional Resources & Capabilities Corporate Culture: The company way
It is the collection of beliefs, expectations, and values learned and shared by a corporations members and transmitted from one generation of employees to another.
The culture includes the dominant orientation of the company such as, R&D at HP, innovation at Google, or product quality at BMW.
iii.
Strategic HRM Issues Increasing use of teams Quality of work life & human diversity
Strategy Formulation
Corporate strategy deals with three key issues facing the corporation as a whole
i.
ii.
iii.
The firms overall orientation toward growth, stability or retrenchment (directional strategy) The industries or markets in which the firm competes through its products or business units (portfolio analysis) The manner in which management coordinates activities and transfer resources and cultivates capabilities among product lines & business units (parenting strategy)
Directional strategy A corporations directional strategy is composed of three general orientations (also called grand strategies):
i. ii.
iii.
Growth strategies expand the company activities Stability strategies make no change to companys corporate activities Retrenchment strategies reduce the companys level of activities
Growth Strategies
Three options are available
1 identify opportunities within current business intensive opportunities 2 identify opportunities to build or acquire businesses related to current businesses integrative 3 identify opportunities unrelated to current business diversification
Growth Strategies
Intensive Growth Integrative Growth Backward Integration Diversification Growth
Market Penetration
Product Development
Forward Integration
Synergistic Conglomerate
Market Development
Horizontal Integration
Concentric
Horizontal
Ansoff Growth Matrix (Product market Expansion Grid) Current Products New Products
Intensive Growth
Market Penetration Increase sales to the current customers Convert non-users into users Market Development By adding new channels of distribution expanding consumer reach By entering new market segments By entering new geographical markets Product Development Expand product market/customers mix for the existing
Integrative Growth
Backward Integration acquiring one or more suppliers Forward Integration acquiring wholesaling or retailing Horizontal Integration acquiring one or more competitors
Diversification Strategies
Concentric Adding new products having synergy with existing product line meant for new class of customers. Horizontal Adding new product which is technologically unrelated to current product line but appeals to existing customers. Conglomerate Adding new business that is unrelated to current business, technology or product-markets.
Differentiation
Offer products that have a broad appeal and also have unique features to justify higher prices
COMPETITIVE SCOPE
Narrow Target
market segment (s) and offer products that have unique appeal
Lower cost
Portfolio Analysis
BCG Matrix M
A R K E T G R O W T H R A T E 20
STARS
QUESTION MARKS
(Problem Children) Large Negative Cash Flow (Usually new SBUs)
High
10
CASH COWS
Large Positive Cash Flow
DOGS
(Cash Traps) Modest + or Cash Flow
Low
Generates considerable amount of cash. Enjoy economies of scale & higher profit margins
Invest to Build
Medium
Low
Strong
Medium
Weak
BUSINESS STRENGTH
GROWTH
Grow fast. Aim for cost leadership. Defend position. Act offensively Lower costs. Differentiate. Attack small firms
MATURE
Defend position. Increase the importance of cost. Lower costs. Differentiate. Focus Focus. Differentiate. Hit smaller firms Niche. Hold on. Withdraw
AGEING
Defend position. Focus. Consider withdrawal
Competitive Position
STRONG
FAVOURABLE
TENABLE
WEAK
Niche or withdraw
Withdraw
Developed by Strategic Planning Institute (SPI) Maintains data about industry characteristics, competitive position, resource allocation, strategic moves and operating results The data are analyzed considering most likely changes in future and then options can be assessed regarding present strategies and other alternatives. PIMS shows strong relation between market share & profitability: high market share companies earn higher ROI. Also data shows that higher quality products tend to be more profitable than competitors. PIMS also suggests that lower costs have a positive impact on profitability.
Strategy