Intro to 2nd class (and what you should have read in the book) WIUU BBA Business Policy
External Analysis
Crafting a company’s strategy
The Components of a Company’s Macroenvironment
Industry’s Dominant Economic Features
Industry’s Dominant Economic Features
Competitive Forces. Porter’s 5-Forces-Model
Driving Industry Forces
Driving Industry Forces
Strategic Group Map
Strategic Group Map
Strategic Group Map
Key Success Factors
Key Success Factors
Tools to Evaluate a Company’s External Environment
Questions?
1.49M
Category: marketingmarketing

External Analysis. Crafting a company’s strategy

1. Intro to 2nd class (and what you should have read in the book) WIUU BBA Business Policy

2. External Analysis

3. Crafting a company’s strategy

3
WIUU Business Policy, 2017. J. Bentz

4. The Components of a Company’s Macroenvironment

4
WIUU Business Policy, 2017. J. Bentz

5. Industry’s Dominant Economic Features

CORE CONCEPT
Get an accurate and insightful view on the industry landscape
Factors like market size, growth rates, number and size of buyers/
sellers ….
5
WIUU Business Policy, 2017. J. Bentz

6. Industry’s Dominant Economic Features

What to consider in identifying an Industry’s Economic Features?
Let us discuss examples.
Tobacco industry in Ukraine
Cosmetic industry in Ukraine
6
WIUU Business Policy, 2017. J. Bentz

7. Competitive Forces. Porter’s 5-Forces-Model

7
WIUU Business Policy, 2017. J. Bentz

8. Driving Industry Forces

CORE CONCEPT
Industry conditions change because important forces are driving
industry participants (competition, customers, or suppliers) to alter their
actions; the driving forces in an industry are the major underlying
causes of changing industry and competitive conditions – they have the
biggest influence on how the industry landscape will be altered.
8
WIUU Business Policy, 2017. J. Bentz

9. Driving Industry Forces

What are the most common driving forces?
Let us discuss examples.
Tobacco industry in Ukraine
Cosmetic industry in Ukraine
9
WIUU Business Policy, 2017. J. Bentz

10. Strategic Group Map

CORE CONCEPT
Strategic Group Mapping is a technique for displaying the different
market or competitive positions that rival firms occupy in the industry.
A Strategic Group is a cluster of the industry rivals that have similar
competitive approaches and market positions.
So finally a Strategic Group Maps reveal which companies are close
competitors and which are distant competitors.
10
WIUU Business Policy, 2017. J. Bentz

11. Strategic Group Map

11
WIUU Business Policy, 2017. J. Bentz

12. Strategic Group Map

Let us discuss examples.
Tobacco industry in Ukraine
Cosmetic industry in Ukraine
12
WIUU Business Policy, 2017. J. Bentz

13. Key Success Factors

CORE CONCEPT
Key success factors are the product attributes, competencies,
competitive capabilities, and market achievements with the greatest
impact on future competitive success in the marketplace.
13
WIUU Business Policy, 2017. J. Bentz

14. Key Success Factors

What are the most common types of industry key success factors (KSF)?
Let us discuss examples.
Tobacco industry in Ukraine
Cosmetic industry in Ukraine
14
WIUU Business Policy, 2017. J. Bentz

15.

15
WIUU Business Policy, 2017. J. Bentz

16. Tools to Evaluate a Company’s External Environment

Industry’s Dominant Economic
Features?
Competitive Forces. The 5-ForcesModel of Competition.
Driving Industry Forces
Strategic Group Map
Key Success Factors
(for future competitive success)
-> Describing the industry landscape.
(e.g. market size, # of rivals, supply/
demand conditions, # if buyers)
-> To identify the nature and strength of
competitive pressure in a given
industry.
-> The major underlying causes of
changing industry and competitive
conditions.
-> is a cluster of industry rivals that have
similar competitive approaches and
market positions.
-> are the factors with the greatest
impact on future competitive success
in the marketplace.
16
WIUU Business Policy, 2017. J. Bentz

17. Questions?

English     Русский Rules