Concluding discussion of grand strategies Session 13 & 14 Concluding discussion of grand strategies

Remember for the Case Three Scenarios: Worst, Best, Most Likely Long Term Objective (same for each) Two Competitive Options Each Containing: Corporate Level Strategy Alternative Business Level Strategy Alternative Generic Theme Package of (3-6) Grand Strategies

Types of Grand Strategies Concentrated Growth Conglomerate Diversification Market Development Turnaround Product Development Divestiture Innovation Liquidation Horizontal Integration Bankruptcy Vertical Integration Joint Ventures Concentric Diversification Strategic Alliances Consortia

Concentrated Growth Concentrated growth directs its resources to the profitable growth of a single product, in a single market, with a single dominant technology

Market Development Market development commonly ranks second only to concentration as the least costly and least risky of the 15 grand strategies It consists of marketing present products, often with only cosmetic modifications, to customers in related market areas by adding channels of distribution or by changing the content of advertising or promotion Frequently, changes in media selection, promotional appeals, and distribution are used to initiate this approach

Product Development Product development involves the substantial modification of existing products or the creation of new but related products that can be marketed to current customers through established channels

Innovation These companies seek to reap the initially high profits associated with customer acceptance of a new or greatly improved product Then, rather than face stiffening competition as the basis of profitability shifts from innovation to production or marketing competence, they search for other original or novel ideas The underlying rationale of the grand strategy of innovation is to create a new product life cycle and thereby make similar existing products obsolete

Horizontal Integration When a firm’s long-term strategy is based on growth through the acquisition of one or more similar firms operating at the same stage of the production-marketing chain, its grand strategy is called horizontal integration Such acquisitions eliminate competitors and provide the acquiring firm with access to new markets

Vertical Integration When a firm’s grand strategy is to acquire firms that supply it with inputs (such as raw materials) or are customers for its outputs (such as warehouses for finished products), vertical integration is involved The main reason for backward integration is the desire to increase the dependability of the supply or quality of the raw materials used as production inputs

Vertical and Horizontal Integration

Concentric Diversification Concentric diversification involves the acquisition of businesses that are related to the acquiring firm in terms of technology, markets, or products With this grand strategy, the selected new businesses possess a high degree of compatibility with the firm’s current businesses The ideal concentric diversification occurs when the combined company profits increase the strengths and opportunities and decrease the weaknesses and exposure to risk

Conglomerate Diversification Occasionally a firm, particularly a very large one, plans acquire a business because it represents the most promising investment opportunity available. This grand strategy is commonly known as conglomerate diversification. The principal concern of the acquiring firm is the profit pattern of the venture Unlike concentric diversification, conglomerate diversification gives little concern to creating product-market synergy with existing businesses

Turnaround The firm finds itself with declining profits Among the reasons are economic recessions, production inefficiencies, and innovative breakthroughs by competitors Strategic managers often believe the firm can survive and eventually recover if a concerted effort is made over a period of a few years to fortify its distinctive competences. This is turnaround. Two forms of retrenchment: Cost reduction Asset reduction

Elements of Turnaround A turnaround situation represents absolute and relative-to-industry declining performance of a sufficient magnitude to warrant explicit turnaround actions The immediacy of the resulting threat to company survival is known as situation severity Turnaround responses among successful firms typically include two stages of strategic activities: retrenchment and the recovery response The primary causes of the turnaround situation have been associated with the second phase of the turnaround process, the recovery response

Divestiture A divestiture strategy involves the sale of a firm or a major component of a firm When retrenchment fails to accomplish the desired turnaround, or when a nonintegrated business activity achieves an unusually high market value, strategic managers often decide to sell the firm Reasons for divestiture vary

Liquidation When liquidation is the grand strategy, the firm typically is sold in parts, only occasionally as a whole—but for its tangible asset value and not as a going concern Planned liquidation can be worthwhile

Two notable types of bankruptcy Liquidation bankruptcy—agreeing to a complete distribution of firm assets to creditors, most of whom receive a small fraction of the amount they are owed Reorganization bankruptcy—the managers believe the firm can remain viable through reorganization Two notable types of bankruptcy Chapter 7 Chapter 11

Joint Ventures Occasionally two or more capable firms lack a necessary component for success in a particular competitive environment The solution is a set of joint ventures, which are commercial companies (children) created and operated for the benefit of the co-owners (parents) The joint venture extends the supplier-consumer relationship and has strategic advantages for both partners

Strategic Alliances Strategic alliances are distinguished from joint ventures because the companies involved do not take an equity position in one another In some instances, strategic alliances are synonymous with licensing agreements Outsourcing arrangements vary

Consortia, Keiretsus, and Chaebols Consortia are defined as large interlocking relationships between businesses of an industry In Japan such consortia are known as keiretsus, in South Korea as chaebols Their cooperative nature is growing in evidence as is their market success

Chapter 8 Strategic Analysis and Choice in Single- or Dominant-Product Businesses: Building Sustainable Competitive Advantages

Chapter 8 Concerned with Proper Selection of Business Level Generic and Grand Strategy Alternatives Based on your SWOT analysis which of the Generic and Grand Strategies are you better equipped – resources wise – to successfully implement?

Key Issues: Strategic Choice in Single Businesses 1. What strategies are most effective at building sustainable competitive advantages for single business units? 2. Should dominant-product/service businesses diversify to build value and competitive advantage? What grand strategies are most appropriate?

Prominent Sources of Competitive Advantage Cost leadership Sources of competitive advantage Differentiation Speed Market focus

Evaluating A Business’s Cost Leadership Opportunities A. Skills and Resources Fostering Cost Leadership Sustained capital investment and access to capital Process engineering skills Intense supervision of labor or core technical operations Products or services designed for ease of manufacture or delivery Low-cost distribution system B. Organizational Requirements Supporting Cost Leadership Tight cost control Frequent, detailed control reports Continuous improvement and benchmarking orientation Structured organization and responsibilities Incentives based on meeting strict, usually quantitative targets

Evaluating A Business’s Cost Leadership Opportunities -- C Evaluating A Business’s Cost Leadership Opportunities -- C. Examples of Ways Businesses Achieve Competitive Advantage Technology development Process innovations lowering production costs Product redesign to reduce number of components Global, online suppliers provide automatic restocking of orders based on sales Inbound logistics Operations Outbound logistics Marketing & sales Service Economy of scale in plant reduces equipment costs and depreciation Computerized routing lowers transportation expense Cooperative advertising with distributors creates local cost advantage in buying media space and time Subcontracted service technicians repair product correctly first time or bear costs Reduced levels of management cuts corporate overhead Computerized, integrated information system reduces errors and costs Safety training for all employees reduces absenteeism, downtime, and accidents Human resource management General administration Favorable long-term contracts; captive suppliers or key customer for supplier Procurement margin Profit 21

Advantages of a Cost Leadership Strategy Low-cost advantages reduce likelihood of pricing pressure from buyers Sustained low-cost advantages may push rivals into other areas, lessening price competition New entrants must face an entrenched cost leader without experience to replicate cost advantages Low-cost advantages should lessen attractiveness of substitutes Higher margins allow low-cost producers to withstand supplier cost increases

Key Risks of Cost Leadership Many cost-saving activities are easily duplicated Exclusive cost leadership can become a trap Obsessive cost cutting can shrink other competitive advantages involving key product attributes Cost differences often decline over time

Evaluating A Business’s Differentiation Opportunities A. Skills and Resources Fostering Differentiation Strong marketing abilities Product engineering Creative talent and flair Strong capabilities in basic research Corporate reputation for quality or technological leadership Long tradition in an industry or unique combination of skills Strong cooperation from channels and suppliers of major components B. Organizational Requirements Supporting Differentiation Strong coordination among functions in R&D, product development, and marketing Subjective measurement and incentives instead of quantitative measures Amenities to attract highly skilled labor, scientists, and creative people Tradition of closeness to key customers Some personnel skilled in sales and operations - technical and marketing

Evaluating A Business’s Differentiation Opportunities -- C Evaluating A Business’s Differentiation Opportunities -- C. Examples of Ways Businesses Achieve Competitive Advantage Technology development Cutting edge production technology and product features to maintain a distinct image and actual product Purchase superior quality, well-known components, raising quality and image of final products Inbound logistics Operations Outbound logistics Marketing & sales Service Careful inspection of products at each step in production to improve performance and lower defect rates JIT coordination with buyers; use of own or captive transportation service to ensure timeliness Expensive, informative advertising and promotion to build brand image Allowing service personnel considerable discretion to credit customers for repairs Comprehensive, personalized database to build knowledge of customers to be used in customizing how products are sold, serviced, and replaced Programs to ensure technical competence of sales staff and marketing orientation of service personnel Human resource management General administration Quality control presence at key supplier facilities; work with suppliers’ new product development activities Procurement margin Profit 21

Advantages of a Differentiation Strategy Rivalry is reduced when a business successful differentiates itself Buyers are less sensitive to prices for effectively differentiated products Brand loyalty is hard for new entrants to overcome

Key Risks of Differentiation Imitation narrows perceived differentiation, rendering differentiation meaningless Technological changes that nullify past investments or learning Cost difference between low-cost competitors and the differentiated business becomes too great for differentiation to hold brand loyalty

Creating a Competitive Advantage Based on Speed Has become a major source of competitive advantage for many firms Involves the availability of a rapid response to customers by Providing current products quicker Accelerating new product development or improvement Quickly adjusting production processes Making decisions quickly

Evaluating A Business’s Rapid Response Opportunities A. Skills and Resources Fostering Speed Process engineering skills Excellent inbound and outbound logistics Technical people in sales and customer service High levels of automation Corporate reputation for quality or technical leadership Flexible manufacturing capabilities Strong downstream partners Strong cooperation from suppliers of major components B. Organizational Requirements Supporting Rapid Response Strong coordination among functions in R&D, product development, and marketing Major emphasis on customer satisfaction in incentive programs Strong delegation to operating personnel Tradition of closeness to key customers Some personnel skilled in sales and operations - technical and marketing Empowered customer service personnel

Evaluating A Business’s Rapid Response Opportunities -- C Evaluating A Business’s Rapid Response Opportunities -- C. Examples of Ways Businesses Achieve Competitive Advantage Technology development Use of companywide technology sharing activities and autonomous product development teams to speed new product development Working very closely with suppliers to include their choice of warehouse location to minimize delivery time Inbound logistics Operations Outbound logistics Marketing & sales Service Standardize dies, components, and production equipment to allow quick changeover to new or special orders JIT delivery plus partnering with express mail services to ensure very rapid delivery Use of laptops linked directly to operations to speed the order process and shorten the sales cycle Locate service technicians at customer facilities that are geograph- ically close Highly automated and integrated information processing system; include major buyers in the systems on a real-time basis Develop self-managed work teams and decision making at lowest levels to increase responsiveness Human resource management General administration Preapproved, online suppliers integrated into production Procurement margin Profit 21

Advantages of a Speed-Based Strategy Creates a way to lessen rivalry because firm has the availability of something a rival may not Allows firm to charge buyers more, engender loyalty, or enhance its’ position relative to its buyers Generates cooperation and concessions from suppliers since they benefit from increased revenues Substitutes and new entrants are trying to keep up with the rapid changes rather than introducing them

Key Risks of a Speed-Based Strategy Speeding up activities that have not been conducted in a fashion prioritizing rapid response should only be done after attention to training, reorganization, and/or reengineering Some industries - stable, mature ones - may not offer much advantage to a firm introducing some forms of rapid response

Creating a Competitive Advantage Based on Market Focus Involves building cost, differentiation, and/or speed competitive advantages targeted to a narrow, market niche Allows a firm to “Learn” its target customers Build up organizational knowledge of ways to satisfy its target market better than larger rivals Risks of focus strategies Can attract major competitors to the segment Believing a focus strategy, by itself, creates success, rather than a form of low cost, differentiation, or speed

Industry Environments and Strategy Choices Emerging Industries Industries Transitioning to Maturity Mature and Declining Industries Fragmented Industries Global Industries

Characteristics of Markets in Emerging Industries Proprietary technology and technological uncertainty Competitor uncertainty regarding inadequate information High initial cost structure Few entry barriers First-time buyers require initial inducement Inability to easily obtain raw materials and components Need for high-risk capital

Strategic Options for Emerging Industries 1. Ability to shape industry’s structure 2. Ability to rapidly improve product quality 3. Establish favorable relations with key suppliers 4. Ability to establish technology as dominant force 5. Acquire a core group of loyal customers 6. Ability to forecast future competitors

Characteristics of Industries Transitioning to Maturity Intense competition for market share Increased sales to experienced, repeat buyers Greater emphasis on cost and service Declining profitability

Strategic Options for Maturing Industries 1. Prune the product line 2. Emphasize process innovation 3. Emphasize cost reductions 4. Focus on selecting loyal buyers 5. Pursue horizontal integration 6. Expand internationally

Pitfalls to Avoid in Competing in Maturing Industries A middle-ground approach to selecting a generic competitive strategy Sacrificing market share for short-term profits Waiting too long to respond to price reductions Retaining unneeded excess capacity Engaging in sporadic efforts to boost sales Placing hopes on new products

Characteristics of Mature/Declining Industries Demand grows more slowly than economy, or even declines Slowing growth is caused by Technological substitution Demographic shifts Shifts in consumer needs

Strategic Options for Mature/Declining Industries 1. Focus on key market segments offering growth opportunities 2. Emphasize product innovation and quality improvement 3. Emphasize production and distribution efficiency 4. Gradually harvest the business

Pitfalls to Avoid in Competing in Mature/Declining Industries Being overly optimistic about prospects for an industry revival Getting trapped in a profitless war of attrition Harvesting from a weak position

Characteristics of Fragmented Industries No firm has a significant market share No firm can significantly influence industry outcomes Examples Professional services Retailing Wood and metal fabrication Agricultural products Funeral industry

Strategic Options for Fragmented Industries 1. Tightly managed decentralization - Intense local coordination, high personal service, local autonomy 2. Formula facilities - Standardized, efficient, low-cost facilities at multiple locations 3. Increased value added - Difficult to differentiate products/services 4. Specialization - Product type, customer type, type of order, geographic areas 5. Bare bones/no frills - Intense low margin competition (low overhead, minimum wages, tight cost controls)

Characteristics of Global Industries Differences in prices and costs among countries due to Currency exchange fluctuations Differences in wage and inflation rates Other economic factors Differences in buyer needs across countries Differences in competitors and ways of competing among countries Differences in trade rules and governmental regulations across countries

Strategic Options: Pursuing Global Market Coverage 1. License foreign firms to produce and distribute a firm’s products 2. Maintain a domestic production base and export products 3. Establish foreign-based plants and distribution in foreign countries

Strategic Options: Choosing a Generic Competitive Strategy 1. Broad-line global competition 2. Global focus strategy 3. National focus strategy 4. Protected niche strategy

Grand Strategy Selection Matrix Overcome weaknesses Maximize strengths External (acquisition or merger for resource capability) Internal (redirected resources within the firm) Turnaround or retrenchment Divestiture Liquidation Vertical integration Conglomerate diversification Concentrated growth Market development Product development Innovation Horizontal integration Concentric diversification Joint venture I II IV III

Model of Grand Strategy Clusters Rapid market growth Slow market growth Weak competitive position Strong competitive position 1. Concentrated growth 2. Vertical integration 3. Concentric diversification 1. Reformulation of concentrated growth 2. Horizontal integration 3. Divestiture 4. Liquidation 1. Concentric diversification 2. Conglomerate diversification 3. Joint venture 1. Turnaround or retrenchment 2. Concentric diversification 3. Conglomerate diversification 4. Divestiture 5. Liquidation II I III IV

Conclusion: Selecting a Business Strategy to Achieve a Competitive Advantage Focusing on key sources of competitive advantage requiring total, consistent commitment Selection of appropriate business strategie(s) involves Weighing skills, resources, organizational requirements, and risks of each source of competitive advantage Considering unique effects of the generic industry environment on a firm’s value chain activities