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chapter 3 strategic management concepts and cases 12th edition ppt
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Transcript of chapter 3 strategic management concepts and cases 12th edition ppt
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Ch 3 -1Copyright 2007 Prentice Hall
Chapter 3
The External Assessment
Strategic
Management:
Concepts & Cases
11thEdition
Fred David
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Ch 3 -3Copyright 2007 Prentice Hall
Competitors
Suppliers
Distriutors
Creditors
Customers
Emplo!eesCommunities
Managers
Stoc"holders
#aor $nions
Special %nterest roups'roducts
Services
(e!
ExternalForces
)pportunities&
Threats
(e! External Forces & the )rgani*ation
Beyond control of organization!
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Ch 3 -4Copyright 2007 Prentice Hall
'er+orming External Audit
External
Factors
Measurale
#ong,term orientation
Applicale to
competing +irms
-ierarchical
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Ch 3 -13Copyright 2007 Prentice Hall
The Five,Forces Model o+ Competition .'orter/
Potential developmentof substitute products
Rivalry amongcompeting rms
Bargaining powerof suppliers
Potential entry of newcompetitors
Bargaining powerof consumers
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Ch 3 -15Copyright 2007 Prentice Hall
%ndustr! Anal!sis: The External Factor
Evaluation .EFE/ Matrix
CompetitivePoliticalCultural
Technological
EnvironmentalSocial
Governmental
DemographicEconomic
Summari*e & Evaluate
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Ch 3 -16Copyright 2007 Prentice Hall
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Ch 3 -17Copyright 2007 Prentice Hall
External Factors
Its hard to write the!
ee"end Exercise for Int#it
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Ch 3 -19Copyright 2007 Prentice Hall
$otal weighted score of %&' (rganization res)onse is o#tstanding to threats
and wea"nesses
%ndustr! Anal!sis EFE
$otal weighted score of *&' Firs strategies not ca)italizing on o))ort#nities
or avoiding threats
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Ch 3 -20Copyright 2007 Prentice Hall
%ndustr! Anal!sis: Competitive 'ro+ile
Matrix .C'M/
Identifies firs a+or co)etitors
and their strengths , wea"nessesin relation to a sa)le firs
strategic )ositions
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Ch 3 -21Copyright 2007 Prentice Hall
ate0a! Apple Dell
CSFs 2t ating 2tdScore
ating
2tdScore
ating 2tdScore
ar"et share '&*. / '&%. 0 '&/' % '&6'
Inventory sys '&'1 0 '&*6 0 '&*6 % '&/0
Fin& )osition '&*' 0 '&0' / '&/' / '&/'Prod& 2#ality '&'1 / '&0% % '&/0 / '&0%
Cons& 3oyalty '&'0 / '&'6 / '&'6 % '&'1
4ales 5istr '&*' / '&/' 0 '&0' / '&/'
lo7al Ex)& '&*. / '&%. 0 '&/' % '&6'
(rg& 4tr#ct#re '&'. / '&*. / '&*. / '&*.
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Ch 3 -22Copyright 2007 Prentice Hall
ate0a! Apple Dell
CSFs .contd/ 2t ating 2tdScore
ating
2tdScore
ating 2tdScore
Prod& Ca)acity '&'% / '&*0 / '&*0 / '&*0
E-coerce '&*' / '&/' / '&/' / '&/'
C#stoer 4erv '&*' / '&/' 0 '&0' % '&%'
Priceco)etitive
'&'0 % '&'1 * '&'0 / '&'6
gt&
ex)erience
'&'* 0 '&'0 % '&'% 0 '&'0
$otal *&'' 0&1/ 0&%8 /&%9
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Ch 3 -23Copyright 2007 Prentice Hall Ch 6 -0/
.201.20Clinton Administration
.202.10Bad media eposure !rom "DA
.102.0#Smo$eless mar$et SE region %.S.
.1#&.0#Production limits on to'acco
.202.10(egislation against the to'accoindustr)
Threats.&0&.10*ore social pressure to +uit
smo$ing
2.101.00T,TA(
.-0.1#Pin$erton leader in discount mar$et
.0#1.0#Astronomical /nternet groth
.1#&.0#/ncreased demand
.1#1.1#Glo'al mar$ets untapped
eighted
score
atingeight%ST34e) Eternal "actors
Opportunities
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Ch 3 -24Copyright 2007 Prentice Hall Ch 6 -0%
5CP*6 ProcterAvon LOreal & Gamble
2.70&.2
#
&.1
#
1.00Total
0.1#&0.20
0.0#
10.0#*ar$et Share
0.020.0
20.70
0.20Glo'al Epansion
0.2020.
0
0.
0
0.10Customer (o)alt)
0.#&0.#
&0.-0
0.1#"inancial Position
0.&0&0.&0
&0.0
0.10*anagement
0.00.&
0
&0.&
0
&0.10Price Competition
0.&0&0.0
0.0
0.10Product 8ualit)
0.-0&0.70
0.20
10.20Advertising
Scoreatin
g
Scor
e
atin
g
Scor
e
atin
g
eigh
t
Critical uccess!actor
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Ch 3 -25Copyright 2007 Prentice Hall
ission 4tateent :)ro)osed;
(#r ission is to )rovide cr#ise and travel services :0; to travelers
worldwide :*< /;< to develo) ho#sehold nae 7rand awareness< to
res)ect and )rotect the earth and seas on which we sail :6;< to serve the
co#nities in which o#r cons#ers and e)loyees reside :1
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Ch 3 -26Copyright 2007 Prentice Hall
Co)etitive Profile atrix = >oyal Cari77ean
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Ch 3 -27Copyright 2007 Prentice Hall
EFE atrix
Key External Factors Weight Rating Weighted Score
Opportunities
Nearly 88% of North Americans have never een ona cr!ise"
0"15 4 0"60
Cr!ise vacations are seen as a choice of ol#ertravelers$ leavin minorities an# yo!n a#!lt mar&etsvirt!ally !nta''e#
0"08 3 0"24
(istri!tion net)or&s at home an# aroa# may e an
!nta''e# so!rce for eneratin increase# !siness
0"07 3 0"21
*nternet !se is increasin$ commonly the tool !se# tosec!re reservations for many travelers
0"08 3 0"24
+everal mar&ets overseas, s!ch as, -rance, *taly, havea mar&et of )o!l# e cr!isers
0"10 2 0"20
Threats
*ncrease in re!lation y .+ rear#inenvironmental iss!es an# economic #o)nt!rns
0"08 2 0"16
Alas&an leislators are consi#erin a /50 ta 'ercr!ise shi' 'assener
0"05 2 0"10
ocation an# severity of terrorist attac&s$ namely+e'temer 11thevents
0"10 3 0"30
ar an# 'olitical !'risins 0"10 3 0"30
(rastic chanes in the )orl# oil mar&et an# c!rrencyechane
0"02 1 0"02
istin an# 'otential litiation 0"02 1 0"02
*ncrease# ca'acity of com'etitors an# 'ricin )ars 0"05 2 0"10
ransfer of information thro!h collective araininareements
0"03 1 0"03
Com'etitors Carnival an# 0"07 2 0"14
Total 1.00 2.5
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