F10 MKTG 3104 Student 02. Strategy Part 2 ppt

F10 MKTG 3104 Student 02. Strategy Part 2 ppt - M K T G...

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MKTG 3104 ORGANIZATIONA L STRATEGY Part 2
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Organizational Strategy Objectives Today Explain two strategic analysis tools and how to use them effectively SWOT Portfolio analysis Examine two strategy classification systems based on: Sources of growth Sources of competitive advantage
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DEVELOPING STRATEGY CREATE THE ORGANI ZATI ONAL FOUNDATI ON Mission Core values Organizational culture SET THE ORGANI ZATI ONAL DI RECTI ON Define your business Set goals DECI DE STRATEGI ES Across organizational levels Across products and markets
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Tools for Strategic Decision Making PROBLEM Many industries, SBUs/product-markets/brands How do you allocate limited resources among them  and decide strategy? Analysis Tools 1. Situation Analysis  or SWOT Analysis 2. Product Portfolio Analysis
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Situation (SWOT) Analysis I DENTI FY Create strategy to:
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Evaluate external factors Evalua te interna l factors Situation (SWOT) Analysis Wal- mart
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Evaluate external factors Evalua te interna l factors Situation (SWOT) Analysis Wal- mart
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PRODUCT PORTFOLIO ANALYSIS BCG (BOSTON CONSULTING GROUP) MATRI X GROWTH-SHARE MATRIX Objectives: Identify attractive markets Assess relative competitive advantage Allocate resources to better opportunities Method: Map units (SBUs, brands, products) according to: Market growth ( a surrogate for market attractiveness ) Market share relative to strongest competitor ( a surrogate for relative competitive advantage )
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