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Learning Objective
Upon completion of this chapter the students will be able to
Understanding the importance of strategic management to a small business. Explain why and how a small business must create a competitive advantage in the market Develop a strategic plan for a business using the steps in the strategic management process. Discuss the characteristics of low-cost, differentiation, and focus strategies and know when to employ them. Understand the importance of control as the balanced scorecard in the planning process
A Major Shift. . .
Without strategic plan a company can have success for a short time. Shift in the world economy from a base of financial capital to intellectual capital. Human- talent, skill, ability Structural- accumulated knowledge and experience Customer- customer base, positive reputation, ongoing relationship and goodwill.
Strategic Management
Is crucial to building a successful business. Involves developing a game plan to guide a company as it strives to accomplish its mission, goals , and objectives, and to keep it on its desired course.
They are what a company does best. Best to rely on a natural advantage (often linked to a companys smallness).
Mission statement
Addresses question:" What business are we in?
Strengths
Positive internal factors that contribute to accomplishing the mission, goals, and objectives. Important skills, knowledge, resources that contribute to the firms success
Weaknesses
Negative internal factors that slow down the accomplishment of the mission, goals, and objectives.
Threats
Negative external factors that inhibit the firm's ability to accomplish its mission, goals, and objectives. Competitor, government regulation, economic recession, interest rate raise, technological advances Wal-Mart
Analyzing key competitors allows an entrepreneur to: Avoid surprises from existing competitors new strategies and tactics. Identify potential new competitors and the threats they pose. Improve reaction time to competitors actions. Anticipate rivals next strategic moves.
Key Success Factors (from Step 4) Market Share Price Competitiveness Financial Strength Product Quality Customer Loyalty Total Weight 0.10 0.20 0.10 0.40 0.20 1.00
Your Business Competitor 1 Competitor 2 Weighted Weighted Weighted Rating Score Rating Score Rating Score 3 0.30 2 0.20 3 0.30 1 0.20 3 0.60 4 0.80 2 0.20 3 0.30 2 0.20 4 1.60 2 0.80 1 0.40 3 0.60 3 0.60 2 0.40 2.90 2.50 2.10
Strategy?
Differentiation
Focus
Cost Leadership
Goal: to be the low-cost producer in the industry (or market segment). Low-cost leaders have an advantage in reaching buyers who buy on the basis of price, and they have the power to set the industrys price floor. Works well when:
Buyers are sensitive to price changes. Competing firms sell the same commodity products. A company can benefit from economies of scale.
Cost Leadership
Differentiation
Company seeks to build customer loyalty by positioning its goods or services in a unique or different fashion. Idea is to be special at something customers value. Key: Build basis for differentiation on a distinctive competence, something that the small company is uniquely good at doing in comparison to its competitors. Examples:
Federal Express with superior service; Caterpillar with high spare parts availability
Focus
Company selects one or more customer segments in a market, identifies customers special needs, wants, or interests, and then targets them with a product or service designed specifically for them. Strategy builds on differences among market segments.
Focus
Rather than try to serve the total market, the company focuses on serving a niche (or several niches) within that market.
Example, if you operate a bakery that only prepares wedding cakes, you would aim to be the cheapest producer of wedding cakes, although your competitors might produce cheaper cakes of other varieties. Examples: Its A Wrap! Production Wardrobe Sales . Sell wardrobe, props and equipments from several of the studios recent movies for the customers who wanted to wear what the stars had worn.
Balanced Scorecards
A set of measurements unique to a company that includes both financial and operational measures Gives managers a quick, yet comprehensive, picture of a companys overall performance. Four Perspectives:
Customer: How do customers see us? Internal Business: At what must we excel? Innovation and Learning: Can we continue to improve and create value? Financial: How do we look to shareholders?
Balanced Scorecards
Four Perspectives:
Customer: How do customers see us?
Time : how long it takes to deliver Quality :reliability, durability accuracy of the product Performance : performance and expectation Service : how well it meets customer expectation of value?
Customer Perspective
Goals Measures