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Objectives
After pre-reading, class participation and reflection, you will be able to:
Explain the concept of generic strategies in relation to competitive advantage Discuss how an organisation can build and sustain cost advantages Discuss how an organisation can design appropriate structure and control systems to support a cost leadership strategy
Mission
Objectives
Internal Analysis
Strategic Choice
Grant (2010:19)
INDUSTRY ATTRACTIVENESS RATE OF RETURN TO EXCEED THE COST OF CAPITAL
CORPORATE STRATEGY
BUSINESS STRATEGY
The advantage that the firm aims to establish and sustain vis-a-vis competitors through:
delivering a combination of price & quality valued by the target group of buyers better than the competition
Consumer surplus
Profit margin Additional costs of the producer Costs of the lowest cost producer
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COMPETITIVE SCOPE
Broad Target
Cost Leadership
Differentiation
Focus
Narrow Target
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Low price 2
Low
PRICE
Based on: Bowman, C. and Faulkner, D.O. (1996) Competitive and Corporate Strategy. 8
Cost advantage: a firms unit costs (costs per unit of output) are lower relative to its competitors unit costs. Cost advantage is the result of multiple determinants of unit costs (cost drivers).
10
How much of each product - unit costs fall as volume increases Sources of cost reduction: input-output relationships; indivisibilities; specialization How many products - fixed costs can be spread
Individual level: increased skills & improved problem solving Organizational level: improved coordination & development of routines
11
Process technologies
o
A superior process technology uses, for each unit of output, less of some inputs without using more of others
Product design
o
Design-for-manufacture designing products for ease of production, e.g. through reduction of the number of component inputs
12
Capacity utilization
o o
particularly important if the ratio of fixed to variable costs is high goal: optimal matching of supply and demand
Input costs
o
Locational differences, e.g. offshoring to low-wage countries, closeness to raw materials or sources of intermediate inputs Strong bargaining power or good supplier relationships
The balance of cost drivers varies greatly across industries, firms, and activities within a firm.
13
Its relative importance in the total unit cost Its cost drivers Linkages, i.e. how its costs influence costs in other activities and vice verse Opportunities for reducing costs based on the identified linkages & cost drivers
o
15
understanding the factors (cost drivers) that influence the firms unit costs in the particular industry context & relative to competitors
o
Threat of Buyers: lower incentives for buyers to switch suppliers or vertically Rivalry: integrate competitors avoid price Threat of competition Suppliers:
Study the competition typical costs & how they are achieved
Adopt best-practice technology it can impact cost levels & may secure a first mover advantage
Consider locations and manage relationships Improve the cost structure Encourage efficiency (cost savings)
in all parts of the value chain involving every employee motivate them & employ individual knowledge
18
Specialization defining organizational units to achieve optimal efficiency, e.g. on the basis of common tasks, product, geography, etc. Cooperation creating incentives & controls to encourage pursuit of organizational objectives & deal with potentially conflicting goals Coordination - creating controls to achieve optimal combination of specialization & operational autonomy for each unit The adopted strategy defines how these challenges need to be addressed
19
The VRIO framework: A firm must be appropriately organized to exploit the potential competitive advantage stemming from its resources & capabilities. Organization refers to reporting structures, formal & informal management controls, and compensation policies. The firms organization must reinforce the business strategy it complements the other resources of the firm by defining the ability & incentive of the HR to exploit them o e.g. the full benefits from new process technologies typically require system-wide changes in organization
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Finance
Accounting
Marketing
Human Resources
R&D
Production
21
efficient decision-making
coordination of functions efforts in pursuit of a common strategy sharing of the best cost reduction practices among divisions
o
22
Management Controls
The agency problem: Do the agents (staff) act in the principals (the organization) interest? Management controls are policies that address the challenges of coordination & cooperation through aligning individual interests with the interests of the organization Management controls can be:
Formal - budgeting, spending policies, travel policies, purchasing policies o Informal - company culture & shared values (commonality of purpose)
o
Cost advantage strategy requires centralized & standardized controls aimed at tight cost control
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Compensation Policies
Reinforce management controls through performance incentives, e.g.:
o o o
Focused on cost reduction: performance incentives are directly tied to cost-reducing efforts, i.e. link rewards to output based on:
o o
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Standardized products - the firm must be one of the leaders to gain above normal profits
Cost drivers are often easily imitated
Many cost factors change quickly, e.g. exchange rates, technology & design
It neglects the growing importance of customization, which involves:
increased costs o more attention to the customer
o
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Competitive Strategy
Risks of the Generic Strategies