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Chapter 3 The External Assessment
Strategic Management: Concepts & Cases 10th Edition Fred David PowerPoint Slides by Anthony F. Chelte Western New England College Copyright 2005 Prentice Hall
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Chapter Outline The Nature of the External Audit
The Industrial Organization (I/O) View Social, Cultural, Demographic & Environmental Forces Copyright 2005 Prentice Hall
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Chapter Outline (cont’d)
Political, Governmental, and Legal Forces Technological Forces Competitive Forces Copyright 2005 Prentice Hall
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Chapter Outline (cont’d)
Porter’s Five-Forces Model Sources of External Information Forecasting Tools & Techniques Copyright 2005 Prentice Hall
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Chapter Outline (cont’d)
Global Challenge The External Factor Evaluation (EFE) Matrix Competitive Profile Matrix (CPM) Copyright 2005 Prentice Hall
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External Assessment It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change. – Charles Darwin Nothing focuses the mind better than the constant sight of a competitor who wants to wipe you off the map. – Wayne Calloway, Former CEO, PepsiCo Copyright 2005 Prentice Hall
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External Strategic Management Audit
-- Environmental Scanning -- Industry Analysis Copyright 2005 Prentice Hall
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External Strategic Management Audit
Identify & Evaluate factors beyond the control of a single firm Increased foreign competition Population shifts Information technology Copyright 2005 Prentice Hall
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External Strategic Management Audit
Purpose of External Audit Identify Opportunities Threats Copyright 2005 Prentice Hall
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Social, cultural, demographic & environmental forces
Key External Forces Economic forces Social, cultural, demographic & environmental forces Political, governmental & legal forces Technological forces Competitive forces Copyright 2005 Prentice Hall
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Special Interest Groups
Key External Forces & the Organization Competitors Suppliers Distributors Creditors Customers Employees Communities Managers Stockholders Labor Unions Special Interest Groups Products Services Key External Forces Opportunities & Threats Copyright 2005 Prentice Hall
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External Audit Gather competitive intelligence – Social Cultural
Demographic Environmental Economic Political, legal governmental Technological Copyright 2005 Prentice Hall
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External Audit – Sources of Information
Internet Libraries Suppliers Distributors Customers Competition Copyright 2005 Prentice Hall
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Performing External Audit
-- Key Factors Vary over time Vary by industry Copyright 2005 Prentice Hall
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Performing External Audit -- Variables
Market share Breadth of competing products World economies Foreign affiliates Proprietary account advantages Copyright 2005 Prentice Hall
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Performing External Audit -- Variables
Price competitiveness Technological advancements Interest rates Pollution abatement Copyright 2005 Prentice Hall
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Long-term orientation Applicable to competing firms
Performing External Audit Long-term orientation External Factors Measurable Applicable to competing firms Hierarchical Copyright 2005 Prentice Hall
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Industrial Organization (I/O) View
-- Industry factors more important than internal factors Performance determined by industry forces Copyright 2005 Prentice Hall
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I/O Perspective Firm Performance
Industry Properties Economies of Scale Barriers to market entry Product differentiation Level of competitiveness Copyright 2005 Prentice Hall
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Economic Forces Availability of credit Level of disposable income
Interest rates Inflation rates Copyright 2005 Prentice Hall
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Economic Forces Money market rates Fed Gov’t deficits GDP trend
Consumption patterns Copyright 2005 Prentice Hall
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Key Economic Variables
Unemployment trends Worker productivity levels Value of the dollar in world markets Stock market trends Foreign economic conditions Copyright 2005 Prentice Hall
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Key Economic Variables
Import/Export factors Demand shifts for goods/services Income differences by region/customer Price fluctuations Exportation of labor and capital Copyright 2005 Prentice Hall
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Key Economic Variables
Monetary policies Fiscal policies Tax rates OPEC policies ECC policies Copyright 2005 Prentice Hall
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Social, Cultural, Demographic & Environmental Forces
Major Impact – Products Services Markets Customers Copyright 2005 Prentice Hall
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Social, Cultural, Demographic & Environmental Forces
U.S. Facts Aging population Less Caucasian Widening gap between rich & poor 2025 = 18.5% population >65 years 2075 = no ethnic or racial majority Copyright 2005 Prentice Hall
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Social, Cultural, Demographic & Environmental Forces
Facts World population > 6 billion U.S. population < 300 million Copyright 2005 Prentice Hall
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Social, Cultural, Demographic & Environmental Forces
Population characteristics require global strategies Copyright 2005 Prentice Hall
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Social, Cultural, Demographic & Environmental Forces
Global trends 2003 – China largest exporter to U.S. 2003 Asia receives highest foreign direct investment Copyright 2005 Prentice Hall
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Social, Cultural, Demographic & Environmental Forces
Global trends China’s labor rates less than Mexico China provides more site location incentives than Mexico Copyright 2005 Prentice Hall
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Social, Cultural, Demographic & Environmental Forces
Export Trends Mexico-exports to U.S. 1.2% growth (2002) China-exports to U.S. 19% growth (2002) Copyright 2005 Prentice Hall
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Social, Cultural, Demographic & Environmental Forces
Export Trends Mexico-corporate income tax rate 34% China-corporate income tax rate 17% Copyright 2005 Prentice Hall
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More educated consumers Aging population Minorities more influential
Social, Cultural, Demographic & Environmental Forces 21st Century Trends More educated consumers Aging population Minorities more influential Local rather than federal solutions Copyright 2005 Prentice Hall
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Fixation with youth decreasing Hispanics increase to 15% by 2021
Social, Cultural, Demographic & Environmental Forces (cont’d) 21st Century Trends Fixation with youth decreasing Hispanics increase to 15% by 2021 African American increase to 14% by 2021 Copyright 2005 Prentice Hall
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Number of special interest groups
Key Social, Cultural, Demographic & Environmental Variables Childbearing rates Number of special interest groups Number of marriages & divorces Number of births & deaths Immigration & emigration rates Copyright 2005 Prentice Hall
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Attitudes toward business
Social, Cultural, Demographic & Environmental Forces Actuarial rates Monitor Key Variables Per capita income Attitudes toward business Avg. disposable income Copyright 2005 Prentice Hall
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Attitudes toward saving
Social, Cultural, Demographic & Environmental Forces Consumer behavior Monitor Key Variables Ethical concerns Attitudes toward saving Racial equality Copyright 2005 Prentice Hall
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Social, Cultural, Demographic & Environmental Forces
Avg. educational level Monitor Key Variables Governmental regulation Attitudes toward customer service Attitudes toward quality Copyright 2005 Prentice Hall
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Social responsibility
Social, Cultural, Demographic & Environmental Forces Energy conservation Monitor Key Variables Social responsibility Leisure time values Recycling Copyright 2005 Prentice Hall
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Social, Cultural, Demographic & Environmental Forces
Waste management Monitor Key Variables Air & water pollution Ozone depletion Endangered species Copyright 2005 Prentice Hall
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Political, Government & Legal Forces
Government Regulation Key opportunities & threats Antitrust legislation Tax rates Lobbying efforts Patent laws Copyright 2005 Prentice Hall
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Political, Government & Legal Forces
Increasing Global Interdependence Political variables impact – Formulation of strategies Implementation of strategies Copyright 2005 Prentice Hall
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Political, Government & Legal Forces
Increasing Global Interdependence Strategists in a global economy -- Forecast political climates Legalistic skills Diverse world cultures Copyright 2005 Prentice Hall
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Political, Government & Legal Forces
Globalization of Industry Worldwide trend toward similar consumption patterns Global buyers and sellers E-commerce Technology for instant currency transfers Copyright 2005 Prentice Hall
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Regulation/deregulation
Key Political, Governmental, & Legal Variables Regulation/deregulation Tax law changes Special tariffs PAC’s Voter participation rates Copyright 2005 Prentice Hall
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Environmental protection laws
Key Political, Governmental, & Legal Variables (cont’d) Number of patents Changes in patent laws Environmental protection laws Equal employment legislation Government subsidies Copyright 2005 Prentice Hall
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Anti-trust enforcement
Key Political, Governmental, & Legal Variables (cont’d) Anti-trust enforcement Global relationships Import/export regulations Political conditions Location and severity of terrorist activity Copyright 2005 Prentice Hall
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Technological Forces Major Impact – Internet Communications
Semiconductors Copyright 2005 Prentice Hall
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Technological Forces Significance of IT
Chief Information Officer (CIO) Chief Technology Officer (CTO) Copyright 2005 Prentice Hall
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Technological Forces Technology-based issues
Essential for nearly every strategic decision Copyright 2005 Prentice Hall
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Competitive Forces Collection & evaluation of data on competitors is essential for successful strategy formulation Copyright 2005 Prentice Hall
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Competitive Forces Competition on virtually all industries can be described as intense. Copyright 2005 Prentice Hall
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Competitive Forces Identifying Rival Firms Strengths Weaknesses
Capabilities Opportunities Threats Objectives Strategies Copyright 2005 Prentice Hall
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Their objectives and strategies
Key Questions Concerning Competitors Their strengths Their weaknesses Their objectives and strategies Their responses to external variables Their vulnerability to our alternative strategies Copyright 2005 Prentice Hall
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Our vulnerability to strategic counterattack
Key Questions Concerning Competitors (cont’d) Our vulnerability to strategic counterattack Our product/service positioning Entry and exit of firms in the industry Key factors for our current position in industry Sales/profit rankings of competitors over time Copyright 2005 Prentice Hall
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Nature of supplier & distributor relationships
Key Questions Concerning Competitors (cont’d) Nature of supplier & distributor relationships The threat of substitute products/services Should we keep our strategies secret from employees and stakeholders? Copyright 2005 Prentice Hall
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Competitive Forces Sources of Corporate Information Moody’s Manuals
Standard Corporation Descriptions Value Line Investment Surveys Dun’s Business Rankings Standard & Poor’s Industry Surveys Industry Week Forbes, Fortune, Business Week Copyright 2005 Prentice Hall
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Competitive Forces 7 Characteristics of most Competitive U.S. Firms:
Market share matters Understand what business you are in Broke or not, fix it Innovate or evaporate Copyright 2005 Prentice Hall
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Competitive Forces 7 Characteristics of most Competitive U.S. Firms:
Acquisition is essential to growth People make a difference No substitute for quality Copyright 2005 Prentice Hall
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The Five-Forces Model of Competition
Potential development of substitute products Rivalry among competing firms Bargaining power of suppliers Bargaining power of consumers Potential entry of new competitors Copyright 2005 Prentice Hall
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Rivalry Among Competing Firms
The Five-Forces Model Rivalry Among Competing Firms Most powerful of the five forces Focus on competitive advantage of strategies Copyright 2005 Prentice Hall
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Potential Entry of New Competitors
The Five-Forces Model Potential Entry of New Competitors Barriers to entry are important Quality, pricing, and marketing can overcome barriers Copyright 2005 Prentice Hall
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Potential Development of Substitute Products
The Five-Forces Model Potential Development of Substitute Products Pressures increase when consumer’s switching costs decrease Firm’s plans for increased capacity & market penetration Copyright 2005 Prentice Hall
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Bargaining Power of Suppliers
The Five-Forces Model Bargaining Power of Suppliers Large number of suppliers & few substitutes affects intensity of competition Backward integration can gain control or ownership of suppliers Copyright 2005 Prentice Hall
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Bargaining Power of Consumers
The Five-Forces Model Bargaining Power of Consumers Customers concentrated or buy in volume affects intensity of competition Consumer power is higher where products are standard or undifferentiated Copyright 2005 Prentice Hall
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The Global Challenge Faced by U.S. Firms --
Gain & maintain exports to other nations Defend domestic markets against imported goods Copyright 2005 Prentice Hall
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Multinational Corporations (MNC’s)
The Global Challenge Multinational Corporations (MNC’s) Simultaneously globally competitive & nationally responsive Copyright 2005 Prentice Hall
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Worldwide integration of: Strategy formulation Strategy implementation
The Global Challenge Globalization Worldwide integration of: Strategy formulation Strategy implementation Strategy evaluation Copyright 2005 Prentice Hall
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Globalization of Industries
The Global Challenge Globalization of Industries Similar consumption patterns Global buyers and sellers E-commerce Instant transmission of money & information Copyright 2005 Prentice Hall
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Industry Analysis: The External Factor Evaluation (EFE) Matrix
Summarize & Evaluate Competitive Political Cultural Technological Environmental Social Governmental Demographic Economic Copyright 2005 Prentice Hall
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EFE – Gateway Computers (2003)
Key External Factors Weight Rating Wtd Score Opportunities 1. Global PC market expected to grow 20% in 2004 0.10 3 0.30 2. Cost of PC component parts expected to decrease 10% 3. Internet use growing rapidly 0.05 2 4. China entered WTO; lowered taxes for importing PC’s 1 5. The average income for PC worker has declined from $40K/yr to $30k/yr 0.15 Copyright 2005 Prentice Hall
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EFE – Gateway Computers (2003) (cont’d)
Key External Factors Weight Rating Wtd Score Opportunities (cont’d) 6. Modernization of business firms and government agencies 0.05 2 0.10 7. U.S. (& world) economies recovering 3 0.15 8. 30% of Chinese population can afford a PC; only 10% of homes have a PC 1 Threats 1. Intense rivalry in industry Copyright 2005 Prentice Hall
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EFE – Gateway Computers (2003) (cont’d)
Key External Factors Weight Rating Wtd Score Threats (cont’d) 2. Severe price cutting in PC industry 0.10 2 0.20 3. Different countries have different reg’s and infrastructure for PC’s 0.05 1 4. Palm & PDA becoming substitutes 3 0.15 5. Demand exceeds supply of experienced PC workers 4 6. Birth rate in U.S. declining annually Copyright 2005 Prentice Hall
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EFE – Gateway Computers (2003) (cont’d)
Key External Factors Weight Rating Wtd Score Threats (cont’d) 7. U.s. consumers and businesses delaying purchase of PC’s 0.05 2 0.10 8. PC firms diversifying into consumer electronics 3 0.15 Total 1.00 2.40 Copyright 2005 Prentice Hall
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Industry Analysis EFE Total weighted score of 4.0
Organization response is outstanding to threats and weaknesses Total weighted score of 1.0 Firm’s strategies not capitalizing on opportunities or avoiding threats Copyright 2005 Prentice Hall
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Industry Analysis EFE Important -- Understanding the factors used in the EFE Matrix is more important than the actual weights and ratings assigned. Copyright 2005 Prentice Hall
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Industry Analysis: Competitive Profile Matrix (CPM)
Identifies firm’s major competitors and their strengths & weaknesses in relation to a sample firm’s strategic positions Copyright 2005 Prentice Hall
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CSF’s Gateway Apple Dell Market share 0.15 3 0.45 2 0.30 4 0.60
Wt Rating Wt’d Score Market share 0.15 3 0.45 2 0.30 4 0.60 Inventory sys 0.08 0.16 0.32 Fin position 0.10 0.20 Prod. Quality 0.24 Cons. Loyalty 0.02 0.06 Sales Distr Global Exp. Org. Structure 0.05 Copyright 2005 Prentice Hall
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Gateway Apple Dell CSF’s (cont’d) Prod. Capacity 0.04 3 0.12
Wt Rating Wt’d Score Prod. Capacity 0.04 3 0.12 E-commerce 0.10 0.30 Customer Serv 2 0.20 4 0.40 Price competitive 0.02 0.08 1 0.06 Mgt. experience 0.01 Total 1.00 2.83 2.47 3.49 Copyright 2005 Prentice Hall
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Industry Analysis CPM Important -- Just because one firm receives a 3.2 rating and another receives a 2.8 rating, it does not follow that the first firm is 20 percent better than the second. Copyright 2005 Prentice Hall
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For Review (Chapter 3) Key Terms & Concepts AOL Competitive Analysis
Chief Information Officer (CIO) Competitive Intelligence (CI) Chief Technology Officer (CTO) Competitive Profile Matrix (CPM) Competitive Advantage Decruiting Copyright 2005 Prentice Hall
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For Review (Chapter 3) Key Terms & Concepts
Director of Competitive Analysis External Factor Evaluation Matrix (EFE) Downsizing External Forces Environmental Scanning Industry Analysis External Audit Industrial Organizational (I/O) Copyright 2005 Prentice Hall
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For Review (Chapter 3) Key Terms & Concepts
Information Technology (IT) Lifecare Facilities Internet Porter’s Five-Forces Model Learning from the Partner Rightsizing Linear Regression World Wide Web Copyright 2005 Prentice Hall
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Foreign Direct Investment
For Review (Chapter 3) Key Terms & Concepts Tax Harmonization Foreign Direct Investment Copyright 2005 Prentice Hall
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