chapter 6
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CHAPTER 6. STRENGTHENING A COMPANY’S COMPETITIVE POSITION. Strategic Moves, Timing, and Scope of Operations. Student Version. Maximizing the Power of a Strategy. Making choices that complement a competitive approach and maximize the power of strategy. - PowerPoint PPT PresentationTRANSCRIPT
CHAPTER 6
STRENGTHENING A COMPANY’S COMPETITIVE POSITIONStrategic Moves, Timing, and Scope of Operations
Student Version
6–2Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
Maximizing the Power of a Strategy
Offensive and Defensive
Competitive Actions
Competitive Dynamics and the Timing of Strategic
Moves
Scope of Operations along
the Industry’s Value Chain
Making choices that complement a competitive approach and
maximize the power of strategy
6–3Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
GOING ON THE OFFENSIVE—STRATEGIC OPTIONS TO IMPROVE A FIRM’S MARKET POSITION
♦ Strategic Offensive Principles:● Relentlessly build competitive advantage and
then convert it into sustainable advantage.● Create and deploy resources in ways that cause
rivals to struggle to defend themselves.● Employ the element of surprise as opposed to
doing what rivals expect and are prepared for.● Display a strong bias for swift, decisive, and
overwhelming actions to overpower rivals.
6–4Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
Choosing Which Rivals to Attack
Market leaders that are
vulnerable
Runner-up firms with weaknessesin areas where the challenger
is strong
Struggling enterprises on
the verge of going under
Small local and regional
firms with limited capabilities
Best Targets for Offensive Attacks
6–5Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
DEFENSIVE STRATEGIES—PROTECTING MARKET POSITION AND COMPETITIVE ADVANTAGE
Lower the firm’s risk of being attacked
Weaken the impact of an attack
that does occur
Influence challengers to aim their efforts
at other rivals
Purposes of Defensive Strategies
6–6Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
TIMING A FIRM’S OFFENSIVE AND DEFENSIVE STRATEGIC MOVES
♦ Timing’s Importance:● Knowing when to make a strategic move is
as crucial as knowing what move to make.● Moving first is no guarantee of success or
competitive advantage.● The risks of moving first to stake out a
monopoly position must be carefully weighted.
6–7Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
STRENGTHENING A COMPANY’S MARKET POSITION VIA ITS SCOPE OF OPERATIONS
Range of its activities
performed internally
Breadth of its product and
service offerings
Extent of its geographic
market presence and
mix of businesses
Size of its competitive footprint on its market or industry
Defining the Scope of the Firm’s Operations
6–8Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
HORIZONTAL MERGER ANDACQUISITION STRATEGIES
♦ Merger● Is the combining of two or more firms
into a single corporate entity that often takes on a new name.
♦ Acquisition● Is a combination in which one firm, the
acquirer, purchases and absorbs the operations of another firm, the acquired.
6–9Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
VERTICAL INTEGRATION STRATEGIES
♦ Vertically Integrated Firm● Is one that participates in multiple segments
or stages of an industry’s overall value chain.
♦ Vertical Integration Strategy● Can expand the firm’s range of activities
backward into its sources of supply and/or forward toward end users of its products.
6–10Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
Types of Vertical Integration Strategies
Full Integration
Partial Integration
TaperedIntegration
Vertical Integration Choices
6–11Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
Backwards Integration Towards Suppliers
♦ Integrating Backwards By:● Achieving the same scale economies as outside
suppliers—low-cost based competitive advantage.● Matching or beating suppliers’ production efficiency
with no drop-off in quality—differentiation-based competitive advantage.
♦ Reasons for Integrating Backwards:● Reduction of supplier power● Reduction in costs of major inputs● Assurance of the supply and flow of critical inputs● Protection of proprietary know-how
6–12Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
Integrating Forward to Enhance Competitiveness
♦ Reasons for Integrating Forward:● To lower overall costs by increasing channel
activity efficiencies relative to competitors.● To increase bargaining power through control
of channel activities.● To gain better access to end users.● To strengthen and reinforce brand awareness.● To increase product differentiation.
6–13Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
STRATEGIC ALLIANCES AND PARTNERSHIPS
♦ Strategic Alliance● Is a formal agreement between two or more
separate firms in which they agree to work cooperatively toward common objectives.
♦ Joint Venture● Is a type of strategic alliance in which the
partners set up an independent corporate entity that they own and control jointly, sharing in its revenues and expenses.
6–14Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
Capturing the Benefits of Strategic Alliances
Picking a good partner
Being sensitive to cultural differences
Recognizing that the alliance must benefit both sides
Adjusting the agreement over time to fit new circumstancesStructuring the
decision-making process for swift
actions
Ensuring both parties keep their
commitments
Strategic Alliance Factors
6–15Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
The Drawbacks of Strategic Alliancesand Partnerships
♦ Culture clash and integration problems due to different management styles and business practices.
♦ Anticipated gains do not materialize due to an overly optimistic view of the synergies or a poor fit of partners’ resources and capabilities.
♦ Risk of becoming dependent on partner firms for essential expertise and capabilities.
♦ Protection of proprietary technologies, knowledge bases, or trade secrets from partners who are rivals.
6–16Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
Principle Advantages of Strategic Alliances
♦ They lower investment costs and risks for each partner by facilitating resource pooling and risk sharing.
♦ They are more flexible organizational forms and allow for a more adaptive response to changing conditions.
♦ They are more rapidly deployed—a critical factor when speed is of the essence.