Chapter 6 Strategy Analysis Choice Strategic Management Concepts

Chapter 6 Strategy Analysis & Choice Strategic Management: Concepts & Cases 11 th Edition Fred David Copyright 2007 Prentice Hall Ch 6 -1

Chapter Outline The Nature of Strategy & Choice A Comprehensive Strategy-Formulation Framework The Input Stage Copyright 2007 Prentice Hall Ch 6 -2

Chapter Outline (cont’d) The Matching Stage The Decision Stage Cultural Aspects of Strategy Choice Copyright 2007 Prentice Hall Ch 6 -3

Chapter Outline (cont’d) The Politics of Strategy Choice Governance Issues Copyright 2007 Prentice Hall Ch 6 -4

Strategy Analysis & Choice To acquire or not to acquire, that is the question – Robert J. Terry Life is full of lousy options – General P. X. Kelley Copyright 2007 Prentice Hall Ch 6 -5

Strategy Analysis & Choice Nature of Strategy Analysis & Choice -- Establishing long-term objectives -- Generating alternative strategies -- Selecting strategies to pursue -- Best alternative - achieve mission & objectives Copyright 2007 Prentice Hall Ch 6 -6

Strategy Analysis & Choice Alternative Strategies Derive From -n n n Vision Mission Objectives External audit Internal audit Past successful strategies Copyright 2007 Prentice Hall Ch 6 -7

Strategy Analysis & Choice Generating Alternatives -Participation in generating alternative strategies should be as broad as possible Copyright 2007 Prentice Hall Ch 6 -8

Comprehensive Strategy-Formulation Framework Stage 1: The Input Stage 2: The Matching Stage Copyright 2007 Prentice Hall Stage 3: The Decision Stage Ch 6 -9

Strategy-Formulation Analytical Framework Internal Factor Evaluation Matrix (IFE) Stage 1: The Input Stage External Factor Evaluation Matrix (EFE) Competitive Profile Matrix (CPM) Copyright 2007 Prentice Hall Ch 6 -10

Stage 1: The Input Stage §Basic input information for the matching & decision stage matrices §Requires strategists to quantify subjectivity early in the process §Good intuitive judgment always needed Copyright 2007 Prentice Hall Ch 6 -11

Strategy-Formulation Analytical Framework SWOT Matrix SPACE Matrix Stage 2: The Matching Stage BCG Matrix IE Matrix Grand Strategy Matrix Copyright 2007 Prentice Hall Ch 6 -12

Stage 2: The Matching Stage §Match between organization’s internal resources & skills and the opportunities & risks created by its external factors Copyright 2007 Prentice Hall Ch 6 -13

Stage 2: The Matching Stage SWOT Matrix §Strengths §Weaknesses §Opportunities §Threats Copyright 2007 Prentice Hall Ch 6 -14

SWOT Matrix Four Types of Strategies §Strengths-Opportunities (SO) §Weaknesses-Opportunities (WO) §Strengths-Threats (ST) §Weaknesses-Threats (WT) Copyright 2007 Prentice Hall Ch 6 -15

SO Strategies Strengths Weaknesses Opportunities Threats SWOT Copyright 2007 Prentice Hall SO Strategies Use a firm’s internal strengths to take advantage of external opportunities Ch 6 -16

WO Strategies Strengths Weaknesses Opportunities Threats SWOT Copyright 2007 Prentice Hall WO Strategies Improving internal weaknesses by taking advantage of external opportunities Ch 6 -17

ST Strategies Strengths Weaknesses Opportunities Threats SWOT Copyright 2007 Prentice Hall ST Strategies Use a firm’s strengths to avoid or reduce the impact of external threats Ch 6 -18

WT Strategies Strengths Weaknesses Opportunities Threats SWOT Copyright 2007 Prentice Hall WT Strategies Defensive tactics aimed at reducing internal weaknesses & avoiding environmental threats Ch 6 -19

SWOT Matrix Developing the SWOT §List firm’s key internal Strengths §List firm’s key internal Weaknesses §List firm’s key external Opportunities §List firm’s key external Threats Copyright 2007 Prentice Hall Ch 6 -20

SWOT Matrix Strengths – S Weaknesses – W List Strengths List Weaknesses Opportunities – O SO Strategies WO Strategies List Opportunities Use strengths to take advantage of opportunities Overcoming weaknesses by taking advantage of opportunities Threats – T ST Strategies WT Strategies List Threats Use strengths to avoid threats Minimize weaknesses and avoid threats Leave Blank Copyright 2007 Prentice Hall Ch 6 -21

Matching Key Factors to Formulate Alternative Strategies Key Internal Factor Key External Factor Excess working capacity (strength) 20% annual growth in the cell phone industry (opportunity) Insufficient capacity (weakness) Strong R&D (strength) Poor employee morale (weakness) + Resultant Strategy = Acquire Cellfone, Inc. Exit of two major foreign Pursue horizontal integration + competitors from the = by buying competitor's industry (opportunity) facilities + + Copyright 2007 Prentice Hall Decreasing numbers of young adults (threat) Strong union activity (threat) = = Develop new products for older adults Develop a new employee benefits package Ch 6 -22

Limitations with SWOT Matrix n n n Does not show to achieve a competitive advantage Provides a static assessment in time May lead the firm to overemphasize a single internal or external factor in formulating strategies Copyright 2007 Prentice Hall Ch 6 -23

Strategy-Formulation Analytical Framework SWOT Matrix SPACE Matrix Stage 2: The Matching Stage BCG Matrix IE Matrix Grand Strategy Matrix Copyright 2007 Prentice Hall Ch 6 -24

SPACE Matrix Strategic Position & Action Evaluation Matrix §Aggressive §Conservative §Defensive §Competitive Copyright 2007 Prentice Hall Ch 6 -25

SPACE Matrix Two Internal Dimensions §Financial Strength (FS) §Competitive Advantage (CA) Copyright 2007 Prentice Hall Ch 6 -26

SPACE Matrix Two External Dimensions §Environmental Stability (ES) §Industry Strength (IS) Copyright 2007 Prentice Hall Ch 6 -27

SPACE Factors Internal Strategic Position Financial Strength (FS) Return on investment Leverage Liquidity Working capital Cash flow External Strategic Position Environmental Stability (ES) Technological changes Rate of inflation Demand variability Price range of competing products Barriers to entry Competitive pressure Price elasticity of demand Ease of exit from market Risk involved in business Copyright 2007 Prentice Hall Ch 6 -28

SPACE Factors Internal Strategic Position External Strategic Position Competitive Advantage CA Industry Strength (IS) Market share Product quality Product life cycle Customer loyalty Competition’s capacity utilization Technological know-how Control over suppliers & distributors Growth potential Profit potential Financial stability Technological know-how Resource utilization Ease of entry into market Productivity, capacity utilization Copyright 2007 Prentice Hall Ch 6 -29

Steps to Developing a SPACE Matrix Select a set of variables to define FS, CA, ES, & IS Assign a numerical value: 1. 2. 1. 2. 3. From +1 to +6 to each FS & IS dimension From -1 to -6 to each ES & CA dimension Compute an average score for each FS, CA, ES, & IS Copyright 2007 Prentice Hall Ch 6 -30

Steps to Developing a SPACE Matrix 1. 2. 3. Plot the average score on the appropriate axis Add the two scores on the x-axis and plot the point. Add the two scores on the y-axis and plot the point. Plot the intersection of the new xy point Draw a directional vector from the origin through the new intersection point. Copyright 2007 Prentice Hall Ch 6 -31

SPACE Matrix FS Conservative Aggressive +6 +5 +4 +3 +2 +1 CA IS -6 -5 -4 -3 -2 -1 +1 -1 +2 +3 +4 +5 +6 -2 -3 -4 Defensive Copyright 2007 Prentice Hall -5 -6 Competitive ES Ch 6 -32

Strategy-Formulation Analytical Framework SWOT Matrix SPACE Matrix Stage 2: The Matching Stage BCG Matrix IE Matrix Grand Strategy Matrix Copyright 2007 Prentice Hall Ch 6 -33

BCG Matrix Boston Consulting Group Matrix §Enhances multi-divisional firm in formulating strategies §Autonomous divisions = business portfolio §Divisions may compete in different industries §Focus on market-share position & industry growth rate Copyright 2007 Prentice Hall Ch 6 -34

BCG Matrix Relative Market Share Position §Ratio of a division’s own market share in an industry to the market share held by the largest rival firm in that industry Copyright 2007 Prentice Hall Ch 6 -35

BCG Matrix Relative Market Share Position Industry Sales Growth Rate High 1. 0 High +20 Medium. 50 Low 0. 0 Stars II Question Marks I Cash Cows III Dogs IV Medium 0 Low -20 Copyright 2007 Prentice Hall Ch 6 -36

BCG Matrix Question Marks §Low relative market share – compete in highgrowth industry §Cash needs are high §Case generation is low §Decision to strengthen (intensive strategies) or divest Copyright 2007 Prentice Hall Ch 6 -37

BCG Matrix Stars §High relative market share and high growth rate §Best long-run opportunities for growth & profitability §Substantial investment to maintain or strengthen dominant position §Integration strategies, intensive strategies, joint ventures Copyright 2007 Prentice Hall Ch 6 -38

BCG Matrix Cash Cows §High relative market share, competes in lowgrowth industry §Generate cash in excess of their needs §Milked for other purposes §Maintain strong position as long as possible §Product development, concentric diversification §If weakens—retrenchment or divestiture Copyright 2007 Prentice Hall Ch 6 -39

BCG Matrix Dogs §Low relative market share & compete in slow or no market growth §Weak internal & external position §Liquidation, divestiture, retrenchment Copyright 2007 Prentice Hall Ch 6 -40

Strategy-Formulation Analytical Framework SWOT Matrix SPACE Matrix Stage 2: The Matching Stage BCG Matrix IE Matrix Grand Strategy Matrix Copyright 2007 Prentice Hall Ch 6 -41

The Internal-External Matrix n n Positions an organization’s various divisions in a nine-cell display Similar to BCG Matrix except the IE Matrix: q q Requires more information about the divisions Strategic implications of each matrix are different Copyright 2007 Prentice Hall Ch 6 -42

Copyright 2007 Prentice Hall Ch 6 -43

IE Matrix n Based on two key dimensions q q n The IFE total weighted scores on the x-axis The EFE total weighted scores on the y-axis Divided into three major regions q q q Grow and build – Cells I, II, or IV Hold and maintain – Cells III, V, or VII Harvest or divest – Cells VI, VIII, or IX Copyright 2007 Prentice Hall Ch 6 -44

Copyright 2007 Prentice Hall Ch 6 -45

Strategy-Formulation Analytical Framework SWOT Matrix SPACE Matrix Stage 2: The Matching Stage BCG Matrix IE Matrix Grand Strategy Matrix Copyright 2007 Prentice Hall Ch 6 -46

Grand Strategy Matrix §Tool formulating alternative strategies §Based on two dimensions §Competitive position §Market growth Copyright 2007 Prentice Hall Ch 6 -47

RAPID MARKET GROWTH 1. 2. 3. 4. 5. 6. WEAK COMPETITIVE POSITION 1. 2. 3. 4. 5. Quadrant II Market development Market penetration Product development Horizontal integration Divestiture Liquidation 1. 2. 3. 4. 5. 6. 7. Quadrant I Market development Market penetration Product development Forward integration Backward integration Horizontal integration Concentric diversification Quadrant III Quadrant IV Retrenchment 1. Concentric diversification 2. Horizontal diversification 3. Conglomerate diversification 4. Joint ventures Liquidation SLOW MARKET GROWTH Copyright 2007 Prentice Hall STRONG COMPETITIVE POSITION Ch 6 -48

Grand Strategy Matrix Quadrant I §Excellent strategic position §Concentration on current markets/products §Take risks aggressively when necessary Copyright 2007 Prentice Hall Ch 6 -49

Grand Strategy Matrix Quadrant II §Evaluate present approach §How to improve competitiveness §Rapid market growth requires intensive strategy Copyright 2007 Prentice Hall Ch 6 -50

Grand Strategy Matrix Quadrant III §Compete in slow-growth industries §Weak competitive position §Drastic changes quickly §Cost & asset reduction (retrenchment) Copyright 2007 Prentice Hall Ch 6 -51

Grand Strategy Matrix Quadrant IV §Strong competitive position §Slow-growth industry §Diversification to more promising growth areas Copyright 2007 Prentice Hall Ch 6 -52

Strategy-Formulation Analytical Framework Stage 3: The Decision Stage Copyright 2007 Prentice Hall Quantitative Strategic Planning Matrix (QSPM) Ch 6 -53

QSPM Quantitative Strategic Planning Matrix §Technique designed to determine the relative attractiveness of feasible alternative actions Copyright 2007 Prentice Hall Ch 6 -54

Strategic Alternatives QSPM Key External Factors Economy Political/Legal/Governmental Social/Cultural/Demographic/ Environmental Technological Competitive Weight Strategy 1 Strategy 2 Strategy 3 Key Internal Factors Management Marketing Finance/Accounting Production/Operations Research and Development Computer Information Systems Copyright 2007 Prentice Hall Ch 6 -55

Steps to Develop a QSPM 1. 2. 3. Make a list of the firm’s key external opportunities/threats and internal strengths/weaknesses in the left column Assign weights to each key external and internal factor Examine the Stage 2 (matching) matrices, and identify alternative strategies that the organization should consider implementing Copyright 2007 Prentice Hall Ch 6 -56

Steps to Develop a QSPM 4. 5. 6. Determine the Attractiveness Scores Compare the Total Attractiveness Scores Compute the Sum Total Attractiveness Score Copyright 2007 Prentice Hall Ch 6 -57

QSPM Limitations §Requires intuitive judgments & educated assumptions §Only as good as the prerequisite inputs Copyright 2007 Prentice Hall Ch 6 -58

QSPM Advantages §Sets of strategies considered simultaneously or sequentially §Integration of pertinent external & internal factors in the decision making process Copyright 2007 Prentice Hall Ch 6 -59

Cultural Aspects of Strategy Choice Organization Culture §Successful strategies depend on the degree of consistency with the firm’s culture Copyright 2007 Prentice Hall Ch 6 -60

Politics of Strategy Choice Politics in Organizations §Management hierarchy §Career aspirations §Allocation of scarce resources Copyright 2007 Prentice Hall Ch 6 -61

Politics of Strategy Choice Political Tactics for Strategists §Equifinality §Satisfying §Generalization §Higher-order issues §Political access on important issues Copyright 2007 Prentice Hall Ch 6 -62

Governance Issues Board of Directors Roles & Responsibilities §Control & oversight over management §Adherence to legal prescriptions §Consideration of stakeholder interests §Advancement of stockholder rights Copyright 2007 Prentice Hall Ch 6 -63

Corporate Governance Issues Business Week’s “Principles of Good Governance” 1. No more than 2 directors are current or former company executives 2. No directors do business with the company 3. Audit, compensation, and nominating committees made up of outside directors 4. Each director owns a large equity stake in the company 5. At least one outside director with extensive experience 6. Fully employed directors sit on no more than 4 boards – Retirees on no more than 7 7. Each director attends at lest 75% of all meetings Copyright 2007 Prentice Hall Ch 6 -64

Corporate Governance Issues Business Week’s “principles of good governance” 8. Board meets regularly without management present 9. Audit committee meets at least four times a year 10. Board is frugal on executive pay, diligent in CEO succession, and prompt to act when trouble arises 11. CEO is not also the Chairperson of the Board 12. Shareholders have considerable power and information to choose & replace directors 13. Stock options are considered a corporate expense 14. No interlocking directorships Copyright 2007 Prentice Hall Ch 6 -65

For Review (Chapter 6) Key Terms & Concepts Aggressive Quadrant Business Portfolio Attractiveness Scores (AS) Cash Cows Boards of Directors Competitive Advantage (CA) Boston Consulting Group (BCG) Matrix Competitive Quadrant Copyright 2007 Prentice Hall Ch 6 -66

For Review (Chapter 6) Key Terms & Concepts Conservative Quadrant Dogs Culture Environmental Stability (ES) Defensive Quadrant Financial Strength (FS) Directional Vector Governance Copyright 2007 Prentice Hall Ch 6 -67

For Review (Chapter 6) Key Terms & Concepts Grand Strategy Matrix Internal-External (IE) Matrix Halo Error Matching Industry Strength (IS) Matching Stage Input Stage Quantitative Strategic Planning Matrix (QSPM) Copyright 2007 Prentice Hall Ch 6 -68

For Review (Chapter 6) Key Terms & Concepts Question Marks Stars Relative Market Share Position Strategic Position & Action Evaluation (SPACE) SO Strategies Sum Total Attractiveness Score (STAS) ST Strategies Sustainability Copyright 2007 Prentice Hall Ch 6 -69

For Review (Chapter 6) Key Terms & Concepts Strengths, Weaknesses Opportunities, Threats SWOT WO Strategies Total Attractiveness Scores (TAS) WT Strategies Copyright 2007 Prentice Hall Ch 6 -70