strategicanalysis497 winter 2015 class
TRANSCRIPT
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THE STRATEGICTHE STRATEGIC
MANAGEMENT PROCESSMANAGEMENT PROCESS[or How to Analyze a[or How to Analyze a
Case]Case]
Dr. Laura !"t#o$%Dr. Laura !"t#o$%
M&$t '()M&$t '()
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Strate&"# Mana&e$entStrate&"# Mana&e$ent
De*n"t"onDe*n"t"on+ T!e ,ro#ess w!ere%y $ana&ers esta%l"s! an+ T!e ,ro#ess w!ere%y $ana&ers esta%l"s! an
or&an"zat"on-s lon&ter$ /"re#t"on. T!"s "n0ol0es1or&an"zat"on-s lon&ter$ /"re#t"on. T!"s "n0ol0es1
23 Sett"n& M"ss"on 4 Goals23 Sett"n& M"ss"on 4 Goals53 Strate&y 6or$at"on53 Strate&y 6or$at"on
"nternal #a,a%"l"t"es"nternal #a,a%"l"t"es
e7ternal en0"ron$ente7ternal en0"ron$ent
sele#t"on o8 strate&ysele#t"on o8 strate&y
93 Strate&y I$,le$entat"on93 Strate&y I$,le$entat"on
'3 Strate&y E0aluat"on'3 Strate&y E0aluat"on
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MISSION Defined
Answers the question What business arewe in? or Why do we exist?
--Customer Needs: What is bein satisfied?--Customer Groups: Who is beinsatisfied?
--Distinctive Competencies: !ow are"usto#er needs bein satisfied?
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$e%si"o &s' (o)e?
* To be the world'spremier consumer
products company
focused on convenient
foods and beverages.
* To Refresh theWorld'''in body+ #ind+and s%irit'
* To nspire !omentsof "ptimism'''throuh our brandsand our a"tions'
* To Create #alue and!a$e a Difference'''e&erywhere weenae'
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,ision State#ents
* uture-oriented. transfor#ati&e
* Mission / what is. &ision / what wi00 be
* (o#%anies #ay ha&e #ission or &ision orboth
* Mission and1or &ision often a""o#%anied
by state#ent of "o#%any &a0ues
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GOALSGOALS
+ a /es"re/ 8uture state t!at a+ a /es"re/ 8uture state t!at a
#o$,any atte$,ts to real"ze.#o$,any atte$,ts to real"ze.
S!oul/ %e1S!oul/ %e1 ,re#"se 4 $easura%le ,re#"se 4 $easura%le
a//ress"n& "$,ortant "ssues a//ress"n& "$,ortant "ssues
#!allen&"n& %ut real"st"# #!allen&"n& %ut real"st"#
set 8or a s,e#"*# t"$e ,er"o/ set 8or a s,e#"*# t"$e ,er"o/
#ons"stent w"t! ea#! ot!er #ons"stent w"t! ea#! ot!er
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e"&!t"n& 6a#tors1 !at to A0o"/e"&!t"n& 6a#tors1 !at to A0o"/
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Ty,es o8 GoalsTy,es o8 Goals
6"nan#"al6"nan#"al Pro*ta%"l"tyPro*ta%"l"ty Re0enue &rowt!Re0enue &rowt! Lon&ter$ s!are!ol/er 0alueLon&ter$ s!are!ol/er 0alue
Custo$erCusto$er Pro/u#t:ser0"#e attr"%utes= relat"ons!",= "$a&ePro/u#t:ser0"#e attr"%utes= relat"ons!",= "$a&e
Internal Pro#essInternal Pro#ess O,erat"ons> #usto$ers> "nno0at"onO,erat"ons> #usto$ers> "nno0at"on
Cor,orate so#"al res,ons"%"l"tyCor,orate so#"al res,ons"%"l"ty Learn"n& 4 &rowt!Learn"n& 4 &rowt!
Hu$an> "n8or$at"on> 4 or&an"zat"on resour#esHu$an> "n8or$at"on> 4 or&an"zat"on resour#es
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2e&e0s of Stratey 3Orani4ation Stru"ture
* (or%orate Stratey
------5(or%orate !ead Offi"e
*6usiness Stratey------56usiness Di&isions
* un"tiona0 Stratey
------573D+ !7+ inan"e+ O%erations+Mar)etin1Sa0es
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9x%ansion17etren"h#ent8eneri" (hoi"es
* !ow?
Interna0
9xterna0
A00ian"es
* What?
,erti"a0 interation
!ori4onta0 interation
Di&ersifi"ation: re0ated1unre0ated
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Nest0e;s (or%orate Stratey
* A"quired $urina %et food
*
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Porter-s Gener"#Porter-s Gener"#
Co$,et"t"0e Strate&"esCo$,et"t"0e Strate&"esPur,osePur,ose1 a#!"e0e a%o0ea0era&e lon&1 a#!"e0e a%o0ea0era&e lon&
run ROI 8or your "n/ustry.run ROI 8or your "n/ustry.
Competitive AdvantageCompetitive Advantage Cost Lea/ers!",Cost Lea/ers!",
D"?erent"at"onD"?erent"at"on
Competitive ScopeCompetitive Scope @roa/ Tar&et@roa/ Tar&et
Narrow Tar&et 6o#us:N"#!e3Narrow Tar&et 6o#us:N"#!e3
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Porter-s Gener"#Porter-s Gener"#
Co$,et"t"0e Strate&"esCo$,et"t"0e Strate&"esCompetitive
Advantage/
Scope
Lower Cost Differentiation
Broad Target Cost
Leadership
Differentiation
Narrow Target Cost Focus FocusedDifferentiation
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Tesla Motors !tt,1::www.tesla$otors.#o$:Tesla Motors !tt,1::www.tesla$otors.#o$:
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Tesla #!1
--O&er
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un"tions of (or%orate (u0tureun"tions of (or%orate (u0ture
Con0eys a sense o8 "/ent"tyCon0eys a sense o8 "/ent"ty
Generates e$,loyee #o$$"t$entGenerates e$,loyee #o$$"t$ent
A//s to or&an"zat"onal sta%"l"tyA//s to or&an"zat"onal sta%"l"ty Ser0es as a 8ra$e o8 re8eren#eSer0es as a 8ra$e o8 re8eren#e
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In/ustry Analys"s1In/ustry Analys"s1
Porter-s B Co$,et"t"0e 6or#esPorter-s B Co$,et"t"0e 6or#es
Pur,osePur,ose11 un/erstan/ w!y so$e "n/ustr"esun/erstan/ w!y so$e "n/ustr"es!a0e !"&!er ,ro*t $ar&"ns 4 w!at 8a#tors!a0e !"&!er ,ro*t $ar&"ns 4 w!at 8a#tors
#an #!an&e lon&run "n/ustry ,ro*ta%"l"ty.#an #!an&e lon&run "n/ustry ,ro*ta%"l"ty.
JR"s o8 New EntryR"s o8 New EntryJR"0alry A$on& Esta%l"s!e/ 6"r$sR"0alry A$on& Esta%l"s!e/ 6"r$s
J@ar&a"n"n& Power o8 @uyers@ar&a"n"n& Power o8 @uyers
J@ar&a"n"n& Power o8 Su,,l"ers@ar&a"n"n& Power o8 Su,,l"ers
JT!reat o8 Su%st"tute Pro/u#tsT!reat o8 Su%st"tute Pro/u#ts
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ENTRENTR
@arr"ers@arr"ersJ@ran/ Loyalty@ran/ Loyalty
JA%solute Cost A/0anta&esA%solute Cost A/0anta&es
,atents,atents
a##ess to raw $ater"alsa##ess to raw $ater"als
su,er"or ,ro/u#t"on te#!n"uessu,er"or ,ro/u#t"on te#!n"ues
J
E#ono$"es o8 S#aleE#ono$"es o8 S#aleJGo0ern$ent Re&ulat"onGo0ern$ent Re&ulat"on
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6a#tors A?e#t"n& Intens"ty o86a#tors A?e#t"n& Intens"ty o8
RI;ALRRI;ALRJCo$,et"t"0e Stru#tureCo$,et"t"0e Stru#ture
nu$%er o8 *r$snu$%er o8 *r$s
relat"0e $aret s!arerelat"0e $aret s!are
JDe$an/ #on/"t"onsDe$an/ #on/"t"ons
&rowt!&rowt!
/e#l"ne/e#l"ne
JE7"t %arr"ersE7"t %arr"ers
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6a#tors A?e#t"n&6a#tors A?e#t"n&
@ARGAINING POER@ARGAINING POERJNu$%er o8 *r$s "n %uyer 0s. su,,l"erNu$%er o8 *r$s "n %uyer 0s. su,,l"er
"n/ustr"es"n/ustr"es
JFuant"ty or o8 total or/ersFuant"ty or o8 total or/ers
JSw"t#!"n& #ostsSw"t#!"n& #osts
JStan/ar/"zat"on 0s. s,e#"al"zat"on o8Stan/ar/"zat"on 0s. s,e#"al"zat"on o8
"n,ut"n,utJT!reat o8 0ert"#al "nte&rat"onT!reat o8 0ert"#al "nte&rat"on
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T!e Plast"# @a& Para/o7T!e Plast"# @a& Para/o7S (::29S (::29
2ow(ostSha0e
8as
$o0yethy0ene
#a)ers:9xxon+Dow
(he#i"a0
$0asti"ba#a)ers
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SJ@STITJTESSJ@STITJTES
+ ,ro/u#ts 8ro$ OTHER "n/ustr"es t!at+ ,ro/u#ts 8ro$ OTHER "n/ustr"es t!at
ser0e #onsu$ers- nee/s "n a way t!at "sser0e #onsu$ers- nee/s "n a way t!at "s
s"$"lar to t!ose %e"n& ser0e/ %y yours"$"lar to t!ose %e"n& ser0e/ %y your
"n/ustry."n/ustry.E7a$,le1 #o?ee 0s. tea 0s. so8t /r"nsE7a$,le1 #o?ee 0s. tea 0s. so8t /r"ns
NOTE1 Su%st"tutes are 0ery /"K#ult toNOTE1 Su%st"tutes are 0ery /"K#ult to
$on"tor> %e#ause t!ey #an "n0ol0e$on"tor> %e#ause t!ey #an "n0ol0ete#!nolo&"#al #!an&este#!nolo&"#al #!an&es"n "n/ustr"es t!at"n "n/ustr"es t!at
/"/ not ,ose any t!reat "n t!e ,ast./"/ not ,ose any t!reat "n t!e ,ast.
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T!reat o8 Su%st"tutesT!reat o8 Su%st"tutes
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Co$,any S"tuat"on Analys"sCo$,any S"tuat"on Analys"s
INTERNAL1 Stren&t!s 4 eanessesINTERNAL1 Stren&t!s 4 eanesses *nan#"al ,os"t"on1 relat"0e 4 #!an&es o0er*nan#"al ,os"t"on1 relat"0e 4 #!an&es o0er
t"$et"$e 8un#t"onal #a,a%"l"t"es1 susta"na%le8un#t"onal #a,a%"l"t"es1 susta"na%le
/"st"n#t"0e/"st"n#t"0e
ETERNAL1 O,,ortun"t"es 4 T!reatsETERNAL1 O,,ortun"t"es 4 T!reats /e$o&ra,!"# 4 so#"o#ultural #!an&es/e$o&ra,!"# 4 so#"o#ultural #!an&es e#ono$"# 4 ,ol"t"#al:le&al #!an&ese#ono$"# 4 ,ol"t"#al:le&al #!an&es
"n/ustry 4 te#!nolo&"#al #!an&es"n/ustry 4 te#!nolo&"#al #!an&es
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RECOMMENDATIONSRECOMMENDATIONS
S!"8t 8ro$ Analys"sSynt!es"sS!"8t 8ro$ Analys"sSynt!es"s
Is a 8un/a$ental s!"8t "n strate&yIs a 8un/a$ental s!"8t "n strate&y
reu"re/ or notreu"re/ or not How /o your re#o$$en/at"ons l"neHow /o your re#o$$en/at"ons l"ne
u, w"t! your SOT analys"su, w"t! your SOT analys"s
Is t!"s a 8eas"%le> #reat"0e solut"onIs t!"s a 8eas"%le> #reat"0e solut"on
t!at "s su,,orte/ %y your analys"st!at "s su,,orte/ %y your analys"s