Professional Documents
Culture Documents
THE CONCEPT OF
STRATEGY
The Concept of Strategy and the Pursuit
of Sustainable Above-Normal Profits
Definition
Above Normal
Profits
Avoid
Competitors
Attractive
Industry
Attractive
Strategic
Group
Attractive
Niche
Entry
Barriers
Mobility
Barriers
Isolating
Mechanisms
Be Better Than
Competition
Cost
Advantage
Differentiation
Advantage
ECONOMIES OF LEARNING
COST
ADVANTAGE
COMPETITIVE
ADVANTAGE
Indivisibli\ties
Specialization and division of labor
Increased dexterity
Improved organizational routines
PRODUCTION TECHNIQUES
Process innovation
Reengineering business processes
PRODUCT DESIGN
INPUT COSTS
DIFFERENTIATION
ADVANTAGE
Location advantages
Ownership of low-cost inputs
Non-union labor
Bargaining power
CAPACITY UTILIZATION
RESIDUAL EFFICIENCY
1992
1994
Cost per
unit of
output (in
real $)
Cost per
unit of
output
1996
1998
2000
2002
2004
Cumulative Output
PURCHASING
PARTS
INVENTORIES
R&D
TESTING,
DESIGN COMPONENT ASSEMBLY QUALITY
MFR
ENGNRNG
CONTROL
GOODS
INVENTORIES
STAGE 3.
IDENTIFY
COST
DRIVERS
PURCHASING
PARTS
INVENTORIES
R&D
COMPONENT ASSEMBLY TESTING,
DESIGN
QUALITY
MFR
ENGNRNG
CONTROL
Prices paid
--Size of commitment
depend on:
--Productivity of
-- Order size
R&D/design
--Purchases per
--No. & frequency of new
supplier
models
-- Bargaining power
-- Supplier location
Units of output
per period
Minimum
Efficient Plant
Size: the point
where most scale
economies are
exhausted
GOODS
INVENTORIES
-- Plant scale
-- Flexibility of production
-- No. of models per plant
-- Degree of automation
-- Sales / model
-- Wage levels
-- Capacity utilization
-- No. of dealers
-- Sales / dealer
-- Level of dealer
support
-- Frequency of defects
under warranty
SALES
&
MKITG
--Cyclicality &
predictability of sales
--Customers
willingness to wait
PRCHSNG
PARTS
INVNTRS
R&D
DESIGN
COMPONENT
MFR
ASSEMBLY
TESTING GOODS
QUALITY
INV
TANGIBLE DIFFERENTATION
Observable product characteristics:
size, color, materials, etc.
performance
packaging
complementary services
INTANGIBLE
DIFFERENTATION
Unobservable and subjective
characteristics that appeal to
customers image, status,
identity, and desire for exclusivity
THE PRODUCT
By what
criteria do they
choose?
THE
CUSTOMER
FORMULATE
DIFFERENTIATION
STRATEGY
Select product
positioning in relation
to product attributes
Select target
customer group
What price
premiums do
product attributes
command?
What
motivates
them?
Ensure customer /
product compatibility
Training to support
customer service
excellence
FIRM INFRASTRUCTURE
HUMAN RESOURCE MANAGEMENT
TECHNOLOGY DEVELOPMENT
INBOUND
OPERATIONS
LOGISTICS
OUTBOUND
MARKETING
LOGISTICS
& SALES
SERVICE
What are
demographic,
sociological,
psychological
correlates of customer
behavior?
Quality of
components &
materials
Differentiation
Wine Producer wineyards special wine
Defect free
products.
Wide variety
Fast delivery.
Efficient order
processing
Building brand
reputation
Customer technical
support. Consumer
credit. Availability of
spares
INDUSTRY ANALYSIS
AND POSITIONING
Technology
Government
& Politics
The natural
environment
Concentration
THE INDUSTRY
ENVIRONMENT
Suppliers
Competitors
Customers
Demographic
g p
structure
Social structure
Perfect
Competition
Oligopoly
Duopoly
Monopoly
Many firms
A few firms
Two firms
One firm
Entry and E
Entr
Exit
it No/Low barriers
Barriers
Significant barriers
Product
Differentiation
Homogeneous
Product
Perfect
Information flow
Information
High barriers
The Macro Environment impacts the firm through its effect on the Industry
Environment.
SUPPLIERS
Bargaining power of suppliers
INDUSTRY
COMPETITORS
POTENTIAL Threat of
ENTRANTS
new
entrants
THREAT OF ENTRY
Threat of
Rivalry among
existing firms
SUBSTITUTES
substitutes
economies of scale
capital requirements
for R&D and clinical
trials
product differentiation
control of distribution
channels
patent protection
Buyers propensity
to substitute
Relative prices &
performance of
substitutes
DRUG
INDUSTRY
(ROE=22%)
INDUSTRY
COMPETITIVENESS
LOW
high
high concentration
product differentiation
patent protection
steady demand growth
no cyclical fluctuations
of demand
SUBSTITUTE
COMPETITION
BUYERS
THREAT OF ENTRY
LOW
INDUSTRY RIVALRY
Concentration
Diversity of
competitors
Product differentiation
Excess capacity &
exit barriers
Cost conditions
BUYER POWER
SUPPLIER POWER
LOW
Capital requirements
Economies of scale
Absolute cost advantage
Product differentiation
Access to distribution
channels
Legal/ regulatory barriers
Retaliation
THREAT OF
SUBSTITUTES
LOW
No substitutes.
(Changing as managed care
encourages generics.)
BUYER POWER
LOW
Physician as buyer:
Not price sensitive
No bargaining power.
(Changing with managed care.)
28
Rivalry
C
Compete
t on nonprice
i di
dimensions:
i
cost leadership, differentiation, cooperation, etc.
Substitutes
Buyers
Suppliers
RESOURCES,
CAPABILITIES, AND
CORE COMPETENCES
backward
integrate, obtain minority position, second source, etc..
THE FIRM
THE
INDUSTRY
ENVIRONMENT
Goals and
Values
Resources and
Capabilities
Structure and
Systems
STRATEGY
Competitors
Customers
Suppliers
STRATEGY
The
Firm-Strategy
Interface
The
Environment-Strategy
Interface
Fine
Optics
Cameras
Fine Chemicals
Optomechtronics
Thin-film coatings
Pharmaceuticals
Diagnostics
MicroElectronics
Film
Organic Chemistry
y
technology
gy
Polymer
Brands
Global Distribution
1990s
Businesses
Digital Imaging
Products (e.g. Photo CD
System; Advantix
cameras & film
INDUSTRY KEY
SUCCESS FACTORS
STRATEGY
ORGANIZATIONAL
CAPABILITIES
RESOURCES
TANGIBLE
Financial
Physical
INTANGIBLE
Technology
Reputation
Culture
HUMAN
Skills/know-how
Capacity for
communication
& collaboration
Motivation
Relevance
Durability
y
THE PROFIT
EARNING POTENTIAL
OF A RESOURCE OR
CAPABILITY
SUSTAINABILITY OF THE
COMPETITIVE
ADVANTAGE
Transferability
Replicability
Property rights
Relative
bargaining power
APPROPRIABILITY
Embeddedness
37
MIS
Wal-Mart, Dell
Capital One
R&D
Research capability
Development of innovative new products
Merck, IBM
Apple, 3M
Manufacturing
Design
Design Capability
Apple, Nokia
Marketing
Brand Management
Quality reputation
Responsiveness to market trends
P&G, LVMH
Johnson & Johnson
MTV, LOreal
Sales, Distribution
& Service
Sales Responsiveness
Efficiency and speed of distribution
Customer Service
PepsiCo, Pfizer
LL Bean, Dell
Singapore Airlines
Caterpillar
The efficient
frontier
Variety
CAPABILITY
Financial management
Strategic control
Coordinating business units
Managing acquisitions
Variety
FUNCTION
Corporate
Management
B1
D
Cost efficiency
D
Cost efficiency
Capacity : Flexibility,
Agility
Company
RESOURCES:
Innovation
(& NPD)
Finance
Assets
Technology
People
R&D labs
Intellectual
Property
T
i
m
e
D
e
L
a
y
Network
Mgmt
Manufacturing
Process Technology
Process Management
& Improvement
IT infrastructure and
applications portfolio
Environmental &
Regulatory Factors
Competitors,
complementors
Relevance, demand
and scarcity
Supplier Network
Marketing and Sales
network : Partners
Industry Positioning
Customer
and Market
:
Segment
Niche
Promotion /
Advertising
Customer
Vi ibilit &
Visibility
Availability
Project Management
New Product
Development
Competitive
Intelligence : Market
Positioning
Design Capability
Brand Management
Technology Mgmt,
R&D, IPR
Feedback Loop
Capabilities
Feedback Loop
Thank You