Chapter 1 The Nature of Strategic Management
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Chapter 3 The External Assessment Strategic Management: Concepts & Cases 11th Edition Fred David Copyright 2007 Prentice Hall Ch 3 -1 Chapter Outline The Nature of the External Audit The Industrial Organization (I/O) View Social, Cultural, Demographic & Environmental Forces Copyright 2007 Prentice Hall Ch 3 -2 Chapter Outline (cont’d) Political, Governmental, and Legal Forces Technological Forces Competitive Forces Copyright 2007 Prentice Hall Ch 3 -3 Chapter Outline (cont’d) Porter’s Five-Forces Model Sources of External Information Forecasting Tools & Techniques Copyright 2007 Prentice Hall Ch 3 -4 Chapter Outline (cont’d) Global Challenge The External Factor Evaluation (EFE) Matrix Competitive Profile Matrix (CPM) Copyright 2007 Prentice Hall Ch 3 -5 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 2007 Prentice Hall Ch 3 -6 External Strategic Management Audit -- Environmental Scanning -- Industry Analysis Copyright 2007 Prentice Hall Ch 3 -7 External Strategic Management Audit Identify & Evaluate factors beyond the control of a single firm Increased foreign competition Population shifts Aging society Fear of traveling Stock market volatility Copyright 2007 Prentice Hall Ch 3 -8 External Strategic Management Audit Purpose of External Audit Identify Opportunities Threats Copyright 2007 Prentice Hall Ch 3 -9 Key External Forces •Economic forces •Social, cultural, demographic & environmental forces •Political, governmental & legal forces •Technological forces •Competitive forces Copyright 2007 Prentice Hall Ch 3 -10 Key External Forces & the Organization Key External Forces Competitors Suppliers Distributors Creditors Customers Employees Communities Managers Stockholders Labor Unions Special Interest Groups Products Services Markets Natural Environment Copyright 2007 Prentice Hall Opportunities & Threats Ch 3 -11 External Audit Gather competitive intelligence – Social Cultural Demographic Environmental Governmental Legal Technological Copyright 2007 Prentice Hall Ch 3 -12 External Audit – Sources of Information •Internet •Libraries •Suppliers •Distributors •Salespersons •Customers •Competition Copyright 2007 Prentice Hall Ch 3 -13 Performing External Audit -- Key Factors Vary over time Vary by industry Copyright 2007 Prentice Hall Ch 3 -14 Performing External Audit -Variables •Market share •Breadth of competing products •World economies •Foreign affiliates •Proprietary account advantages Copyright 2007 Prentice Hall Ch 3 -15 Performing External Audit -Variables •Price competitiveness •Technological advancements •Interest rates •Pollution abatement Copyright 2007 Prentice Hall Ch 3 -16 Performing External Audit Long-term orientation External Factors Measurable Applicable to competing firms Hierarchical Copyright 2007 Prentice Hall Ch 3 -17 Industrial Organization (I/O) View -- Industry factors more important than internal factors Performance determined by industry forces Copyright 2007 Prentice Hall Ch 3 -18 I/O Perspective Firm Performance Industry Properties Economies of Scale Barriers to market entry Product differentiation Level of competitiveness Copyright 2007 Prentice Hall Ch 3 -19 Research Findings “Approximately 20% of a firm’s profitability can be explained by the industry, whereas 36% of the variance in profitability is attributed to the firm’s internal factors” Copyright 2007 Prentice Hall Ch 3 -20 Economic Forces Copyright 2007 Prentice Hall Ch 3 -21 Economic Forces Trends in the dollar’s value European Union Layoffs Economic standard of living Copyright 2007 Prentice Hall Ch 3 -22 Economic Standard of Living Copyright 2007 Prentice Hall Ch 3 -23 Russia’s Economy Political bureaucracy Illegal actions by officials and policemen State-run gas; monopoly purchase of newspaper Foreign direct investment Copyright 2007 Prentice Hall Ch 3 -24 Economic Forces •Availability of credit •Level of disposable income •Interest rates •Inflation rates Copyright 2007 Prentice Hall Ch 3 -25 Social, Cultural, Demographic & Environmental Forces Major Impact – •Products •Services •Markets •Customers Copyright 2007 Prentice Hall Ch 3 -26 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 2007 Prentice Hall Ch 3 -27 Social, Cultural, Demographic & Environmental Forces Facts •World population approaching 7 billion •World population = 8 billion by 2028 •World population = 9 billion by 2054 •U.S. population < 300 million Copyright 2007 Prentice Hall Ch 3 -28 Social, Cultural, Demographic & Environmental Forces Trends More American households with people living alone By 2021 Hispanics will be largest minority group Aging Americans – affects all organizations Population shift to the south and west Less interested in fitness and exercise Decimation and degradation of the natural environment Copyright 2007 Prentice Hall Ch 3 -29 U.S. – Mexico Border North America’s fastest growing region 1,500 maquiladoras No longer largest exporter to U.S. Copyright 2007 Prentice Hall Ch 3 -30 Social, Cultural, Demographic & Environmental Forces Global trends •2003 – China largest exporter to U.S. •2003 –– Asia receives highest foreign direct investment •Cheaper labor and utilities than Mexico •China joined WTO Copyright 2007 Prentice Hall Ch 3 -31 Social, Cultural, Demographic & Environmental Forces Global trends •China’s labor rates less than Mexico •China provides more site location incentives than Mexico Copyright 2007 Prentice Hall Ch 3 -32 Social, Cultural, Demographic & Environmental Forces 21st Century Trends •More educated consumers •Aging population •Minorities more influential •Local rather than federal solutions Copyright 2007 Prentice Hall Ch 3 -33 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 2007 Prentice Hall Ch 3 -34 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 2007 Prentice Hall Ch 3 -35 Social, Cultural, Demographic & Environmental Forces Actuarial rates Monitor Key Variables Per capita income Attitudes toward business Avg. disposable income Copyright 2007 Prentice Hall Ch 3 -36 Social, Cultural, Demographic & Environmental Forces Consumer behavior Monitor Key Variables Ethical concerns Attitudes toward saving Racial equality Copyright 2007 Prentice Hall Ch 3 -37 Social, Cultural, Demographic & Environmental Forces Avg. educational level Monitor Key Variables Governmental regulation Attitudes toward customer service Attitudes toward quality Copyright 2007 Prentice Hall Ch 3 -38 Social, Cultural, Demographic & Environmental Forces Energy conservation Monitor Key Variables Social responsibility Leisure time values Recycling Copyright 2007 Prentice Hall Ch 3 -39 Social, Cultural, Demographic & Environmental Forces Waste management Monitor Key Variables Air & water pollution Ozone depletion Endangered species Copyright 2007 Prentice Hall Ch 3 -40 Political, Government & Legal Forces Government Regulation Key opportunities & threats Antitrust legislation Tax rates Lobbying efforts Patent laws Copyright 2007 Prentice Hall Ch 3 -41 Political, Government & Legal Forces Increasing Global Interdependence Political variables impact – Formulation of strategies Implementation of strategies Copyright 2007 Prentice Hall Ch 3 -42 Political, Government & Legal Forces Increasing Global Interdependence Strategists in a global economy – Forecast political climates Legalistic skills Diverse world cultures Copyright 2007 Prentice Hall Ch 3 -43 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 2007 Prentice Hall Ch 3 -44 Key Political, Governmental, & Legal Variables Regulation/deregulation Tax law changes Special tariffs PAC’s Voter participation rates Copyright 2007 Prentice Hall Ch 3 -45 Key Political, Governmental, & Legal Variables (cont’d) Number of patents Changes in patent laws Environmental protection laws Equal employment legislation Government subsidies Copyright 2007 Prentice Hall Ch 3 -46 Key Political, Governmental, & Legal Variables (cont’d) Anti-trust enforcement Global relationships Import/export regulations Political conditions Location and severity of terrorist activity Copyright 2007 Prentice Hall Ch 3 -47 Technological Forces Major Impact – •Internet •Communications •Semiconductors Copyright 2007 Prentice Hall Ch 3 -48 Technological Forces Significance of IT •Chief Information Officer (CIO) •Chief Technology Officer (CTO) Copyright 2007 Prentice Hall Ch 3 -49 Technological Forces Technology-based issues Essential for nearly every strategic decision Copyright 2007 Prentice Hall Ch 3 -50 Competitive Forces Collection & evaluation of data on competitors is essential for successful strategy formulation Copyright 2007 Prentice Hall Ch 3 -51 Competitive Forces Competition on virtually all industries can be described as intense. Copyright 2007 Prentice Hall Ch 3 -52 Competitive Forces Identifying Rival Firms Strengths •Weaknesses •Capabilities •Opportunities •Threats •Objectives •Strategies Copyright 2007 Prentice Hall Ch 3 -53 Key Questions Concerning Competitors Their strengths Their weaknesses Their objectives and strategies Their responses to external variables Their vulnerability to our alternative strategies Copyright 2007 Prentice Hall Ch 3 -54 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 2007 Prentice Hall Ch 3 -55 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 2007 Prentice Hall Ch 3 -56 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 2007 Prentice Hall Ch 3 -57 Competitive Forces 7 Characteristics of most Competitive U.S. Firms: 1. Market share matters 2. Understand what business you are in 3. Broke or not, fix it 4. Innovate or evaporate Copyright 2007 Prentice Hall Ch 3 -58 Competitive Forces 7 Characteristics of most Competitive U.S. Firms: 5. Acquisition is essential to growth 6. People make a difference 7. No substitute for quality Copyright 2007 Prentice Hall Ch 3 -59 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 2007 Prentice Hall Ch 3 -60 Steps to Determine if an Acceptable Profit Can be Earned 1. 2. 3. Identify key aspects or elements of each competitive force Evaluate how strong and important each element is for the firm Decide whether the collective strength of the elements is worth the firm entering or staying in the industry Copyright 2007 Prentice Hall Ch 3 -61 The Five-Forces Model Rivalry Among Competing Firms Most powerful of the five forces Focus on competitive advantage of strategies Copyright 2007 Prentice Hall Ch 3 -62 The Five-Forces Model Potential Entry of New Competitors Barriers to entry are important Quality, pricing, and marketing can overcome barriers Copyright 2007 Prentice Hall Ch 3 -63 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 2007 Prentice Hall Ch 3 -64 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 2007 Prentice Hall Ch 3 -65 The Five-Forces Model Bargaining Power of Consumers Customers concentrated or buying in volume affects intensity of competition Consumer power is higher where products are standard or undifferentiated Copyright 2007 Prentice Hall Ch 3 -66 Conditions where Consumers Gain Bargaining Power If they can inexpensively switch If they are particularly important If sellers are struggling in the face of falling consumer demand If they are informed about seller’s products, prices and costs. If they have discretion in whether and when they purchase the product. Copyright 2007 Prentice Hall Ch 3 -67 Forecasting Tools and Techniques Forecasts are educated assumptions about future trends and events Quantitative techniques – Most appropriate when historical data is available and there is a constant relationship Qualitative techniques Copyright 2007 Prentice Hall Ch 3 -68 The Global Challenge Faced by U.S. Firms -- •Gain & maintain exports to other nations •Defend domestic markets against imported goods Copyright 2007 Prentice Hall Ch 3 -69 The Global Challenge Multinational Corporations (MNC’s) Simultaneously globally competitive & nationally responsive Copyright 2007 Prentice Hall Ch 3 -70 The Global Challenge Globalization Worldwide integration of: Strategy formulation Strategy implementation Strategy evaluation Copyright 2007 Prentice Hall Ch 3 -71 The Global Challenge Globalization of Industries Similar consumption patterns Global buyers and sellers E-commerce Instant transmission of money & information Copyright 2007 Prentice Hall Ch 3 -72 Industry Analysis: The External Factor Evaluation (EFE) Matrix Summarize & Evaluate Economic Demographic Governmental Social Environmental Technological Cultural Political Competitive Copyright 2007 Prentice Hall Ch 3 -73 Copyright 2007 Prentice Hall Ch 3 -74 Copyright 2007 Prentice Hall Ch 3 -75 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 2007 Prentice Hall Ch 3 -76 Industry Analysis EFE Important -- Understanding the factors used in the EFE Matrix is more important than the actual weights and ratings assigned. Copyright 2007 Prentice Hall Ch 3 -77 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 2007 Prentice Hall Ch 3 -78 Gateway Apple Dell Wt Rating Wt’d Score Rating Wt’d Score Rating Wt’d Score Market share 0.15 3 0.45 2 0.30 4 0.60 Inventory sys 0.08 2 0.16 2 0.16 4 0.32 Fin position 0.10 2 0.20 3 0.30 3 0.30 Prod. Quality 0.08 3 0.24 4 0.32 3 0.24 Cons. Loyalty 0.02 3 0.06 3 0.06 4 0.08 Sales Distr 0.10 3 0.30 2 0.20 3 0.30 Global Exp. 0.15 3 0.45 2 0.30 4 0.60 Org. Structure 0.05 3 0.15 3 0.15 3 0.15 CSF’s Copyright 2007 Prentice Hall Ch 3 -79 Gateway Apple Dell CSF’s (cont’d) Wt Rating Wt’d Score Rating Wt’d Score Rating Wt’d Score Prod. Capacity 0.04 3 0.12 3 0.12 3 0.12 E-commerce 0.10 3 0.30 3 0.30 3 0.30 Customer Serv 0.10 3 0.30 2 0.20 4 0.40 Price competitive 0.02 4 0.08 1 0.02 3 0.06 Mgt. experience 0.01 2 0.02 4 0.04 2 0.02 Total 1.00 Copyright 2007 Prentice Hall 2.83 2.47 3.49 Ch 3 -80 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 2007 Prentice Hall Ch 3 -81 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 2007 Prentice Hall Ch 3 -82 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 2007 Prentice Hall Ch 3 -83 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 2007 Prentice Hall Ch 3 -84 For Review (Chapter 3) Key Terms & Concepts Tax Harmonization Foreign Direct Investment Copyright 2007 Prentice Hall Ch 3 -85
