Copyright © 2014 Pearson Education 3 - 1 Ch. 3: Business Model and Strategic Plan.
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Transcript of Copyright © 2014 Pearson Education 3 - 1 Ch. 3: Business Model and Strategic Plan.
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Copyright © 2014 Pearson Education 3 - 1Ch. 3: Business Model and Strategic Plan
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Copyright © 2014 Pearson Education 3 - 2Ch. 3: Business Model and Strategic Plan
A Major Shift . . .
From financial capital to intellectual capital
Human Structural Customer
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Copyright © 2014 Pearson Education 3 - 3Ch. 3: Business Model and Strategic Plan
Strategic Management
Is crucial to building a successful business.
Involves developing a game plan to guide a company as it strives (çabalamak) to accomplish its mission, goals, and objectives, and to keep it on its desired course.
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Copyright © 2014 Pearson Education 3 - 4Ch. 3: Business Model and Strategic Plan
Strategic Management and Competitive Advantage
Developing a strategic plan is crucial to creating a sustainable competitive advantage, the aggregation of factors that sets a company apart from its competitors and gives it a unique position in the market that is superior to its competition.
Example: Whole Foods
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Copyright © 2014 Pearson Education 3 - 5Ch. 3: Business Model and Strategic Plan
Building a Competitive Advantage
Consider five aspects of a small company:
1. Products they sell
2. Service they provide
3. Pricing they offer
4. Way they sell
5. Values to which they are committed
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Copyright © 2014 Pearson Education 3 - 6Ch. 3: Business Model and Strategic Plan
Key: Core Competencies
Unique set of capabilities a company develops in key areas, such as superior quality, customer service, innovation, team-building, flexibility, responsiveness, and others that allow it to vault past competitors. They are what a company does best. Best to rely on a natural advantage (often
linked to a company’s “smallness”). Example: Pizza Fusion
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Copyright © 2014 Pearson Education 3 - 7Ch. 3: Business Model and Strategic Plan
Building a Sustainable Competitive Advantage
Superior value for customersSuperior value for customers
Sustainable competitive advantage
Sustainable competitive advantage
CapabilitiesCapabilities
Core competencies
Core competencies
SkillsSkills
Lessons learned
Lessons learned
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Copyright © 2014 Pearson Education
SMALL WINS ALL THE TIME
3 - 8Ch. 3: Business Model and Strategic Plan
FAST MOVERFAST MOVERPERSONALIZED SERVICEPERSONALIZED SERVICEFLEXIBLE AND WILLING TO FLEXIBLE AND WILLING TO
CHANGECHANGESEEK FOR NEW MARKETSSEEK FOR NEW MARKETSPROTECT SMALL MARKET NICHESPROTECT SMALL MARKET NICHESFOUNDINGFOUNDING «SWITCHING COSTS» «SWITCHING COSTS»
BY PROVIDING PERSONAL SERVICE BY PROVIDING PERSONAL SERVICE AND LOYALTY AND LOYALTY
WILLING TO TAKE RISKSWILLING TO TAKE RISKSCONSTANTLY INNOVATINGCONSTANTLY INNOVATING
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Copyright © 2014 Pearson Education
STRATEGIC MANAGEMENT PROCEDURE FOR A SMALL BUSINESS
3 - 9Ch. 3: Business Model and Strategic Plan
Short time period- two yeras or less
Be informal and not overly structıured,
Encourage the partıcıpatıon of employees and outside parties,
Do not start by putting objectives. It may stop creativity,
Maintain flexibilityFocus on strategic thinking,Be an ongoing process
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Copyright © 2014 Pearson Education 3 - 10Ch. 3: Business Model and Strategic Plan
Strategic Management Process
Step 1 Develop a vision and translate it into a mission statement
Step 2 Assess strengths and weaknesses
Step 3 Scan environment for opportunities and threats
Step 4 Identify key success factors
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Copyright © 2014 Pearson Education 3 - 11Ch. 3: Business Model and Strategic Plan
Strategic Management Process
Step 5 Analyze competition
Step 6 Create goals & objectives
Step 7 Formulate strategies
Step 8 Translate plans into actions
Step 9 Establish accurate controls
(continued)(continued)
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Copyright © 2014 Pearson Education 3 - 12Ch. 3: Business Model and Strategic Plan
Step 1: Develop a Vision and Create a Mission Statement
Vision – the result of an entrepreneur’s dream of something that does not exist yet and the ability to paint a compelling picture of that dream for everyone to see.
A clearly defined vision:► Provides direction► Determines decisions► Inspires people► Allows for perseverance in the face of adversity
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Copyright © 2014 Pearson Education 3 - 13Ch. 3: Business Model and Strategic Plan
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Copyright © 2014 Pearson Education 3 - 14Ch. 3: Business Model and Strategic Plan
Step 1: Develop a Vision and Create a Mission Statement
Addresses question: “What business are we in?” Why we are here and where we are going!
The mission is a written expression of how the company will reflect an entrepreneur’s values, beliefs, and vision – more
than just “making money.” Serves as a “strategic compass.” Examples: Chick-fil-A, Google
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Copyright © 2014 Pearson Education 3 - 15Ch. 3: Business Model and Strategic Plan
Step 1: Develop a Vision and Create a Mission Statement
Elements of a mission statement: Purpose of the company: What are we in
business to accomplish? Business we are in: How are we going to
accomplish that purpose? Values of the company: What principles
and beliefs form the foundation of the way we do business?
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Copyright © 2014 Pearson Education 3 - 16Ch. 3: Business Model and Strategic Plan
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Copyright © 2014 Pearson Education 3 - 17Ch. 3: Business Model and Strategic Plan
Step 2: Assess Company Strengths and Weaknesses
Strengths Positive internal factors a company can
draw on to accomplish its mission, goals, and objectives.
Weaknesses Negative internal factors that inhibit a
company’s ability to accomplish its mission, goals, and objectives.
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Copyright © 2014 Pearson Education 3 - 18Ch. 3: Business Model and Strategic Plan
Step 3: Scan for Opportunities and Threats
Opportunities Positive external factors the company can
exploit to accomplish its mission, goals, and objectives.
Threats Negative external factors that inhibit the
firm's ability to accomplish its mission, goals, and objectives.
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Copyright © 2014 Pearson Education 3 - 19Ch. 3: Business Model and Strategic Plan
The Power of External Market Forces
Competitive
Competitive
EconomicEconomic
Political and Regulatory
Political and Regulatory
Technological
Technological
Social and Demographic
Social and Demographic
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Copyright © 2014 Pearson Education 3 - 20Ch. 3: Business Model and Strategic Plan
Step 4: Identify Key Success Factors
Key success factors (KSFs): factors that determine the relative success of market participants.
The keys to unlocking the secrets of competing successfully in a particular market
segment. Example: Five Guys Burgers and Fries
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Examples
Experience in the sector, Sufficient start-up capital, Cost control, Minimum waste food, Good inventory control Choosing good locations Cleanliness High food quality Friendly and attentive service,
3 - 21Ch. 3: Business Model and Strategic Plan
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Copyright © 2014 Pearson Education 3 - 22Ch. 3: Business Model and Strategic Plan
Step 5: Analyze Competitors
Analyzing key competitors allows an entrepreneur to:
►Avoid surprises from existing competitors’ new strategies and tactics.
► Identify potential new competitors and the threats they pose.
► Improve reaction time to competitors’ actions.
►Anticipate rivals’ next strategic moves.
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Step 5: Competitor Analysis Direct competitors
Offer the same products and services Customers often compare prices, features and deals
among these competitors when they shop
Significant competitors Offer some of the same or similar products or services Product or service lines overlap but not completely
Indirect competitors Offer same or similar products in only a small number of
areas
3 - 23Ch. 3: Business Model and Strategic Plan
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Copyright © 2014 Pearson Education 3 - 24Ch. 3: Business Model and Strategic Plan
Step 5: Analyze Competitors
Techniques do not require unethical behavior:► Monitor industry and trade publications.► Talk to customers and suppliers.► Debrief employees, especially sales representatives
and purchasing agents.► Attend trade shows and conferences and study
competitors’ sales literature.► Watch for competitor’s employment ads.► Conduct patent searches for patents competitors have
filed. ► Get EPA reports for the factories of competing
manufacturers.► Monitor direct competitors via social media
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Copyright © 2014 Pearson Education 3 - 25Ch. 3: Business Model and Strategic Plan
Step 5: Analyze CompetitorsTechniques do not require unethical behavior:► Learn about the kinds of equipment and raw materials
competitors are importing from the Journal of Commerce Port Import Export Reporting Service.
► Buy competitors’ products and “benchmark” them. ► Get competitors’ credit reports.► Check out the reports publicly-held competitors must file
with the SEC. ► Investigate UCC reports. ► Check out the resources in your local library.► Use the Internet to learn more about competitors.► Visit competing businesses to observe their operations.
(continued)
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Copyright © 2014 Pearson Education 3 - 26Ch. 3: Business Model and Strategic Plan
STEP 6: Is Setting Goals & ObjectivesReally Important?
“Would you tell me, please, which way I ought to go from here?” said Alice.
“That depends a good deal on where you want to get to,” said the Cheshire cat.
“I don’t much care where.…” said Alice.
‘Then it doesn’t matter which way you go,” said the cat.
- Lewis Carroll’s- Lewis Carroll’s Alice in WonderlandAlice in Wonderland
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Copyright © 2014 Pearson Education 3 - 27Ch. 3: Business Model and Strategic Plan
Step 6: Create Company Goalsand Objectives
Goals: Broad, long-range attributes to be accomplished.
“BHAGs” Objectives: More detailed, specific targets of
performance that are:►Specific►Measurable►Assignable►Realistic (yet challenging)►Timely►Written down
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What Makes an Effective BHAG?
3 - 28Ch. 3: Business Model and Strategic Plan
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Copyright © 2014 Pearson Education 3 - 29Ch. 3: Business Model and Strategic Plan
Step 7: Formulate Strategies
Strategy - a road map of the actions an entrepreneur draws up to achieve a company’s mission, goals, and objectives.
It is the company’s game plan for gaining a competitive advantage.
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Copyright © 2014 Pearson Education 3 - 30Ch. 3: Business Model and Strategic Plan
Step 7: Formulate Strategies
Three basic strategies:
Strategy?
Cost Leadership
Cost Leadership
Differentiation
Differentiation
Focus
Focus
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Three Strategic Options
3 - 31Ch. 3: Business Model and Strategic Plan
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Copyright © 2014 Pearson Education 3 - 32Ch. 3: Business Model and Strategic Plan
Cost Leadership
Goal: to be the low-cost producer in the industry (or market segment).
Low-cost leaders have advantages:► Reaching buyers who buy on the basis of price
► The power to set the industry’s price floor.
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Copyright © 2014 Pearson Education 3 - 33Ch. 3: Business Model and Strategic Plan
Cost Leadership
Cost Leadership works well when:► Buyers are sensitive to price changes.
► Competing firms sell the same commodity products.
► A company can benefit from economies of scale.
Example: Dollar General
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Copyright © 2014 Pearson Education 3 - 34Ch. 3: Business Model and Strategic Plan
Differentiation Company seeks to build customer loyalty by
positioning its goods or services in a unique or different fashion.
Idea is to be special at something customers value.
Key: Build basis for differentiation on a distinctive competence, something that the small company is uniquely good at doing in comparison to its competitors.
Examples: Vosges-Haut Chocolate, Ice Hotel, and Indigenous Designs
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Copyright © 2014 Pearson Education 3 - 35Ch. 3: Business Model and Strategic Plan
Focus Company selects one or more customer
segments in a market, identifies customers’ special needs, wants, or interests, and then targets them with a product or service designed specifically for them.
Strategy builds on the differences among market segments.
Rather than try to serve the total market, the company focuses on serving a niche (or several niches) within that market.
Example: Batteries Plus
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Copyright © 2014 Pearson Education 3 - 36Ch. 3: Business Model and Strategic Plan
Step 8: Translate Strategies into Action Plans
Survey of senior executives: Companies achieved only 63% of the results in their strategic plans.
Create projects by defining:►Purpose►Scope►Contribution►Resource requirements►Timing
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Copyright © 2014 Pearson Education 3 - 37Ch. 3: Business Model and Strategic Plan
Step 9: Establish Accurate Controls
Plan establishes the standards against which actual performance is measured.
Entrepreneur must:►Identify and track key performance
indicators.►Take corrective action.
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Copyright © 2014 Pearson Education 3 - 38Ch. 3: Business Model and Strategic Plan
Balanced Scorecards
A set of measurements unique to a company that includes both financial and operational measures.
Gives managers a quick, yet comprehensive, picture of a company’s overall performance.
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Copyright © 2014 Pearson Education 3 - 39Ch. 3: Business Model and Strategic Plan
Balanced Scorecards
Five Perspectives:1. Customer: How do customers see us?
2. Internal Business: At what must we excel?
3. Innovation and Learning: Can we continue to improve and create value?
4. Financial: How do we look to shareholders?
5. Corporate Citizenship: Do we meet our responsibility to society as a whole, the environment, the community, and other external stakeholders?
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Balanced Scorecard
3 - 40Ch. 3: Business Model and Strategic Plan
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Copyright © 2014 Pearson Education 3 - 41Ch. 3: Business Model and Strategic Plan
Conclusion
The strategic planning process:
► Begins with the nine steps.
► Becomes more efficient each time.
► Teaches entrepreneurial discipline for a higher chance of survival.