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Ch 3 -1
Competitors Suppliers Distributors Creditors Customers Employees Communities Managers Stockholders Labor Unions Special Interest Groups Products Services
Ch 3 -3
Long-term orientation
External Factors
Ch 3 -4
Industry Analysis: The External Factor Evaluation (EFE) Matrix Summarize & Evaluate
Economic Social Cultural Demographic Environmental Political Governmental Technological Competitive
Ch 3 -15
Ch 3 -16
External Factors
Its hard to write them! Weekend Exercise for Intuit
Ch 3 -17
Ch 3 -19
Identifies firms major competitors and their strengths & weaknesses in relation to a sample firms strategic positions
Ch 3 -20
Gateway
Apple
Ratin g Wtd Score
Dell
Rating Wtd Score
CSFs
Market share
Wt
Rating
Wtd Score
0.15
0.45
0.30
0.60
Inventory sys
Fin. position Prod. Quality
0.08
0.10 0.08
2
2 3
0.16
0.20 0.24
2
3 4
0.16
0.30 0.32
4
3 3
0.32
0.30 0.24
Cons. Loyalty
Sales Distr Global Exp. Org. Structure
0.02
0.10 0.15 0.05
3
3 3 3
0.06
0.30 0.45 0.15
3
2 2 3
0.06
0.20 0.30 0.15
4
3 4 3
0.08
0.30 0.60 0.15
Ch 3 -21
Apple
Ratin g Wtd Score
Dell
Rating Wtd Score
0.04
0.12
0.12
0.12
E-commerce
Price competitive Mgt. experience
0.10
3
3 4 2
0.30
0.30 0.08 0.02
3
2 1 4
0.30
0.20 0.02 0.04
3
4 3 2
0.30
0.40 0.06 0.02
Total
1.00
2.83
2.47
3.49
Ch 3 -22
Weight
Rating
Weighted score
.15
1
3
.15
.15
.05
.05
.15 .10 .10 .05 .05 .10 .20 1.00
1
4 3 2 3 2 2 1
.05
.60 .30 .20 .15 .10 .20 .20 2.10
Ch Ch 6 3 -23 -23
Threats
Legislation against the tobacco industry Production limits on tobacco Smokeless market SE region U.S. Bad media exposure from FDA Clinton Administration TOTAL
Copyright 2007 Prentice Hall
(CPM)
Critical Success Factor Advertising
Avon
LOreal
0.20
Product Quality
Price Competition Management Financial Position Customer Loyalty Global Expansion Market Share
0.10
0.10 0.10 0.15 0.10 0.20 0.05
1 4 3 4 4 4 4 1
0.20
0.40
0.30 0.40 0.60 0.40 0.80 0.05
4 4 3 3 3 4 2 4
0.80
0.60
0.40
0.30 0.30 0.45 0.40 0.40 0.20
3
4 3 3 2 2 3
0.30
0.40 0.30 0.45 0.20 0.40 0.15
Total
1.00
3.15
3.25
2.80
Ch Ch 6 3 -24 -24
Ch 3 -25
Critical Success Factors Market Share Customer Loyalty Distribution Network Financial Position Global Expansion Advertising Product Quality Expansion of departure ports Total
Weight 0.20 0.15 0.15 0.10 0.05 0.05 0.15 0.15 1.00
RCL Rating Weighted Score 3 0.60 3 0.45 4 0.60 1 0.10 4 0.20 3 0.15 4 0.60 4 0.60 3.30
CCL Rating Weighted Score 4 0.80 4 0.60 3 0.45 4 0.40 3 0.15 4 0.20 3 0.45 3 0.45 3.50
POC Rating Weighted Score 2 0.40 2 0.30 2 0.30 3 0.30 2 0.10 2 0.10 2 0.30 2 0.30 2.10
Ch 3 -26
EFE Matrix
Key External Factors Opportunities Nearly 88% of North Americans have never been on a cruise. Cruise vacations are seen as a choice of older travelers; leaving minorities and young adult markets virtually untapped Distribution networks at home and abroad may be an untapped source for generating increased business Internet use is increasing; commonly the tool used to secure reservations for many travelers Several markets overseas, such as, France, Italy, have a market of would be cruisers Threats Increase in regulation by US regarding environmental issues and economic downturns Alaskan legislators are considering a $50 tax per cruise ship passenger Location and severity of terrorist attacks; namely September 11th events War and political uprisings Drastic changes in the world oil market and currency exchange Existing and potential litigation Increased capacity of competitors and pricing wars Transfer of information through collective bargaining agreements Competitors: Carnival and P & O Total Weight 0.15 0.08 Rating 4 3 Weighted Score 0.60 0.24
3 3 2
0.08 0.05 0.10 0.10 0.02 0.02 0.05 0.03 0.07 1.00
2 2 3 3 1 1 2 1 2
0.16 0.10 0.30 0.30 0.02 0.02 0.10 0.03 0.14 2.56
Ch 3 -27