Analyzing the Current Situation

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Presentation transcript:

Analyzing the Current Situation

Today’s Discussion (Overview) Environmental Scanning and Analysis Analyzing the Internal Environment Mission Resources Offering Previous Results Business Relationships Keys to Success and Warning Signs

Overview Continued Analyzing the External Environment Demographic Trends Consumer Demographics Business Demographics Economic Trends Ecological Trends Technological Trends Political-Legal Trends Social-Cultural Trends Competitor analysis SWOT Analysis

Environmental Scanning Macro-environment Broad demographic, economic, ecological, technological, political-legal and social-cultural forces Micro-environment Specific groups that more directly influence performance, such as customers, competitors, channel members, partners, suppliers, and employees

SWOT Strengths Weaknesses Opportunities Threats Internal capabilities that can help the firm achieve its goals and objectives Weaknesses Internal factors that can prevent the firm from achieving its goals and objectives Opportunities External circumstances that the organization might be able to exploit for higher performance Threats External circumstances that might hurt the organization’s performance, now or in the future

Kodak Strengths Weaknesses Threats Opportunities

Internal Environment (Resources)

Offerings (Products) What products are being offered What price points Which customer segments What is the age, sales and profit trends New products Market share Importance of each product (supplements) How does each product support the bottom line Does one product account for a large % of sales PLC can it be extended

Business Relationships Do suppliers and distributors Have the capacity to increase volume if needed Maintain a suitable quality level Can be true partners in adding value Has the roster changed over time Is the company dependent on one partner

Identify warning signs early

External Environment 1 2

Ryanair 1991 pre low cost ad Low cost no frills Own planes Boeing 737s Fast turn around 25 minutes on ground Under utilized Regional airports Lower fees, Best on time Carry and stow own bags, no in-flight services Flight attendants pay for own training and uniform

More Ryanair Pays no fees to computer reservations systems and no commissions Competition from Major airlines Easyjet Marketing costs same per passenger-kilometer Too much growth? Documentary

Porter’s generic Strategies Cost leadership Differentiation Focus

New coke