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Introduction to Strategy
Kelley Summer 2009GM 105 Strategic Management
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What is a Strategy?
Examples of Corporate Strategy in 2009
GM files for Chapter 11 bankruptcy
Chrysler is sold to Fiat and leaving bankruptcy
Best Buy is adding patio furniture to its product assortment
A strategy is a business approach to a set of competitive moves that are designed to generate a successful
outcome
A strategy is managements game plan for
Strengthening the organizations competitive position
Satisfying customers
Achieving performance targets
Three big questions involved in a strategy
Where are we now?
Where do we want to go?
How will we get there?
How do we know if we got there?
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Tasks Involved in Strategic Management
Defining business and stating a mission
Setting measurable objectives
Crafting a strategy to achieve objectives
Implementing a strategy Evaluating performance of the strategy, reviewing new developments and
taking corrective action
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Developing a Mission & Objectives
An organizations Mission Reflects managements vision of what the organization seeks to do and become
Provides a clear view of what the organization is trying to accomplish for its
customers
Indicates intent to take a business position
An organizations Objectives Convert the mission into performance targets
Track performance over time
Must be achievable
Two types Financial outcomes that relate to improving financial performance
Strategic outcomes that will result in greater competitiveness & stronger long-term
market position
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Examples of Types of Objectives
Financial Increase earnings growth from 10 to 15% per year
Boost return on equity investment from 15 to 20% in 2009
Achieve and maintain a AAA bond rating
Strategic Increase market share from 18 to 22% in 2009
Overtake rivals on quality or customer service by 2010
Attain lower overall costs that rivals by 2011
Become leader in new product introductions by 2010
Achieve technological superiority by 2012
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What Does a Strategy Include?
How to satisfy customers
How to grow the business Organic growth
Acquisition How to respond to changing industry and market conditions
How to best capitalize on new opportunities
How to manage each functional piece of business
How to achieve strategic and financial objectives
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What is a Strategic Plan
A strategic plan maps Where the organization is headed
Short and long range performance targets
Actions of management to achieve desired outcomes
A strategic plan consists of Mission statement
Strategic and financial performance objectives
Comprehensive strategy for achieving the objectives
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Implementing Strategy
Implementing a strategy involves Creating fits between the way things are done and what it takes for effective
strategy execution
Executing strategy efficiently and effectively
Producing desired results on time
The most important fit is between a strategy and Organizational capabilities
A reward structure
Internal support systems Organizational culture
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Evaluating Performance
The tasks of strategic management are not one-time only exercises
because Times and conditions change
Events change over time
New ways to do things surface
New managers have different ideas take over
Managers must Constantly evaluate performance
Monitor situation and decide how well things are working
Make necessary adjustments Alter organizations long-term direction
Raise or lower performance objectives
Modify strategy
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A Situation Analysis
A situation analysis identifies strategic options and opportunities
A situation analysis involves External factors: Macroenvironment (industry and competitive conditions)
Internal factors: Microenvironment (organizations internal situation and
competitive position)
External factors Industrys dominant economic traits
Competitive forces
Competitive moves of rivals
Key success factors Attractiveness of the industry
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SWOT
Internal Factors
Strengths Weaknesses
E
x F Opportunities
t a
e c
r t Threats
a o
l rs
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Five Forces Model
Rivalry among sellers
Substitute
Products
Buyers
Potential EntrantsSuppliers
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Analysis of Competitive Forces
The analysis is designed to identify the main sources of competitive forces
and the strength of the pressure
Sources of competitive pressures are defined by Rivalry among competitors
Substitute products
Potential entry
Bargaining power of suppliers
Bargaining power of buyers
Rate the strength of each competitive force
Explain how each competitive force works and its role in the overallcompetitive picture
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Environmental Scanning
A way to monitor and interpret social, political, economic, ecological and
technological events in an effort to spot trends and conditions that could
eventually impact the industry and the organization.
The purpose of environmental scanning is to raise the consciousness of
managers about potential developments that could have an important
impact on industry conditions and pose new opportunities and threats
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Assessing Competitive Positions: Strategic Groups
A Strategic Group consists of those rival firms with similar competitive
approaches and positions in an industry
A Strategic Group displays different competitive positions that rival firms
occupy
Organizations in the same strategic group have one or more competitive
characteristics in common Sell in the same price/quality range
Cover same geographic areas
Be vertically integrated to same degree
Emphasize same types of distribution channels Offer buyers similar services
Use identical technological approaches
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Competitor Analysis
An organizations strategy is affected by Current strategies of competitors Actions competitors are likely to take
Profile of key competitors involves studying Current position in the industry of each competitor Strategic objectives and recent business plans of each competitor Basic competitive approach of each competitor
Successful strategies take into account Understanding competitor strategies Evaluating their vulnerability to driving forces and competitive pressures
Sizing strengths and weaknesses of each competitor
Anticipating each competitors next move
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Key Industry Success Factors
Key success factors spell the difference between Profit and loss
Competitive success or failure
A key success factor can be A specific skill or talent
Competitive capability
Something an organization must do to satisfy customers
Being distinctively better than competitors on one or more key success
factors produces a competitive advantage
Key success factors consist of 3-5 major determinants of financial andcompetitive success in an industry
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Competitive Strategy
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Competitive Strategy
A competitive strategy consists of moves to Attract customers Withstand competitive pressures Strengthen an organizations market position
The objective of a competitive strategy is to generate a competitiveadvantage, increase the loyalty of customers and beat competitors
A competitive strategy is narrower in scope than a business strategy Five competitive strategies are
Overall low-cost leadership strategy Best cost provider strategy Broad differentiation strategy Focused low-cost strategy Focused differentiation strategy
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Overall Low-Cost Leadership Strategy
Strive to be the overall low-cost provider in an industry
How to achieve overall low-cost leadership Scrutinize each cost activity
Manage each cost lower year after year
Reengineer cost activities to reduce overall costs
Cut some cost activities out of the value chain
Competitive strengths of a overall low-cost strategy Organization in a better position to compete offensively on price
Organization is better able to negotiate with large customers
Organization is able to use price as a defense against substitutes
Low cost is a significant barrier to entry
Organization is more insulated from the power of suppliers
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Overall Low-Cost Leadership Strategy
Carrier 3Q 2008 (cents) Carrier 3Q 2008 (cents)
Northwest 15.65 Frontier 11.92
United 14.64 Delta 11.82
US Airways 14.21 Jet Blue 10.06
Continental 12.74 Southwest 9.74
American 12.69 AirTran 9.66
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When Does an Overall Low-Cost Strategy Work
the Best
When price competition is a dominant competitive force
The product is a commodity
There are few ways to differentiate the product
Most customers have similar needs/requirements Customers incur low switching costs changing sellers
Customers are large and have significant bargaining power
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When Doesnt a Overall Low-Cost Strategy Work
When technological breakthroughs open cost reductions for
competitors, negating a low-cost providers efficiency advantage
Competitors find it relatively easy and inexpensive to imitate the
leaders low cost methods Low-cost leader focuses so much on cost reduction that the
organization fails to respond to
Changes in customer requirements for quality and service
New product developments
Reduced customer sensitivity to price
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Broad Differentiation Strategies
Striving to build customer loyalty by differentiating an organizations
products from competitors products
Keys to success include Finding ways to differentiate to create value for customers that are not easily
copied
Not spending more to differentiate than the price premium that can be charged
A successful differential strategy allows an organization to Set a premium price
Increase unit sales
Build brand loyalty
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Broad Differentiation Strategies
Where to look for differentiation opportunities Supply chain
Research and development
Production activities
Marketing, sales and service activities
Strengths of a Differentiation Strategy Customers develop loyalty to the brand
Brand loyalty acts as an entry barrier
Organization is better able to fend off threats of substitute products because of
brand loyalty Reduces bargaining power of large customers since other brands are less
attractive
Seller may be in a better position to resist efforts of suppliers to raise prices
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Pitfalls of a Broad Differentiation Strategy
Trying to differentiate on an unimportant product feature that doesnt result
in providing more value to the customer
Over differentiating the product such that the product features exceed the
customers needs
Charging a price premium that buyers perceive as too high
Ignoring need to signal value
Not identifying what customers consider valuable
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Best-Cost Provider Strategy
Striving to give customers more value for the money by combining an
emphasis on low cost with an emphasis on upscale differentiation Combines low-cost and differentiation
The objective is to create superior value by meeting or beating customer
expectation on product attributes and beating their price expectations
Keys to success Match close competitors on key product attributes and beat them on cost
Expertise at incorporating upscale product attributes at a lower cost than
competitors
Contain costs by providing customers a better product
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Advantages of Best-Cost Provider Strategy
Competitive advantage comes from matching close competitors on key
product attributes and beating them on price
Most successful best-cost providers have skills to simultaneously manage
costs down and product quality up
Best-cost provider can often beat an overall low-cost strategy and a broad
differentiation strategy where Customer diversity makes product differentiation the norm
Many customers are price and value sensitive
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Focus Strategies
Focus strategy based on low-cost Concentrate on a narrow customer segment beating the competition on lower
cost
Focus strategy based on differentiation Offering niche customers a product customized to their needs
Overall objective of both focus strategies is to do a better job of serving a
niche target market than competitors
Keys to success Choose a niche were customers have a distinctive preference, unique needs or
special requirements Develop a unique ability to serve the needs of a niche target market
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What Makes a Niche Attractive?
Large enough to be profitable
Good growth potential
Not critical to the success of major competitors
Organization has the resources to effectively serve the niche Organization can defend itself against challengers through a superior ability
to serve the niche
No competitors are focusing on the niche
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Strengths and Risks of Focus Strategies
Strengths Competitors dont have the motivation to meet specialized needs of the niche
Organizations competitive advantage could be seen as a barrier to entry
Organizations competitive advantage provides an obstacle for substitutes
Organizations ability to meet the needs of customers in the niche can reduce the
bargaining power of large niche buyers
Risks Broad differentiated competitors may find effective ways to enter the niche
Niche customers preferences may move toward the product attributes desired
by a larger market segment Profitability may be limited if too many competitors enter the niche
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From Single-Business to Diversification
Stage 1 - Single-business serves a local or regional market
Stage 2 Geographic expansion
Stage 3 Vertical integration
Stage 4 Growth slows so the business diversifies
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The Growth Matrix
Products
Present New
Ma Present
r
k
e New
ts
Market ProductPenetration Development
Market Diversification
Development
Kelley Summer 2009
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Market Penetration
Use when markets are not saturated with an organizations products
Use when the usage rate of present customers can be increased
Use when the market shares of the major competitors has been declining
Use when the relationship between sales and marketing expenses is high Use when increased economies of scale provide the opportunity for
competitive advantages
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Product Development
Use when the organization has successful products that are in the maturity
stage of the product life cycle. The objective is to attract satisfied
customers to try new, improved products
Use when an organization competes in an industry that is characterized by
rapid technological change Use when competitors offer better quality products at comparable prices
Use if the organization competes in a high-growth industry
Use when the organization has strong research and development
capabilities
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Market Development
Use when channels of distribution are available, reliable and inexpensive
Use when the organization is very successful in what it does
Use when the organization has excess production capacity
Use when the organization possesses the needed capital and humanresources to manage the expanded operations
Use when unsaturated markets exist
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Diversification
Use when entering new industries Acquire an existing company in the target industry
Start a new company internally
Form a joint venture
Acquiring an existing company Quick entry into target market
Able to hurdle entry barriers Technological inexperience
Gain access to reliable suppliers
Being of a size to match competitors in terms of efficiency and costs
Get distribution access
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Start a New Company
Use when ample time exists to enter by starting from scratch
Use if existing competitors are slow to respond to changes in the industry
Use if it is more economical to start from scratch rather than acquiring an
existing company
Use if the organization already has most of the needed skills
Use if additional capacity will not adversely impact the industry
Use when the new company doesnt have to go head-to-head against
powerful competitors
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Joint Ventures
Use when it is too risky to go it alone
Use when pooling competencies of partners provides a stronger competitor
Drawbacks
Which partner will do what
Who has effective control
Potential conflicts Sourcing of components
Control over cash flows and profits
Whether operations should conform to one partner or the other
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Linking the Budget to Strategy
Implementation of a strategy requires Enough resources to support the strategy
Screening of requests for new capital projects and bigger operating budgets
Shifting resources to support new strategy priorities
- Downsizing some areas and upsizing other areas
- Eliminating activities that are no longer needed
How well budget allocations are linked to the needs of a strategy
can either promote or impede the implementation process.
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Implementing Best Practices & Continuous
Improvement
Implementing a strategy involves adopting best practices Best practices means:
Benchmarking is an integral part of a successfully implemented strategy Continuous improvement programs
Total quality management - TQM
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Instituting Best Practices & Continuous
Improvement
Quality improvement programs are linked to Defect-free manufacture
Superior product quality
Superior customer service
Total customer satisfaction
Identifying & implementing best practices is a journey, not a
destination; its an exercise in doing things in a world-class
way.
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Formal Reporting of Strategy-Critical Information
Accurate & timely information is essential to guide action
Prompt feedback on implementation initiatives are needed BEFOREactions
are fully completed
Monitoring early implementation actions serves two purposes
Quick detection of the need to adjust the strategy or its implementation
Making sure things are moving in the planned direction
Critical success variables must be track as needed
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Formal Reporting of Strategy-Critical Information
Information systems should cover Customer data
Operations data
Employee data
Financial data
Accurate information allows a strategy to be monitored and
corrective action to be taken promptly
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Commitment to Chosen Strategy
Implementing rewards & incentives inducing employees to make the
strategy work The reward structure must motivate people to do the very things it takes to mjake
the strategy work successfully
Requiring results, not intentions Keys to implementingpay-for-performance programs
Make performance targets the basis for structuring the incentive system
Ensure performance targets are clearly defined and every person/group is
accountable for achieving them
Be fair and impartial in comparing actual performance against targets Avoid rewarding non-performers
Explore reasons for deviations (poor individual performance or circumstances
beyond the individuals control)
Kelley Summer 2009