B. Strategic risk Flashcards
what is CIMA’s definition of strategy?
a course of action, including the specification of resources required, to achieve a specific objective
what is J,S & W’s definition of strategy?
direction and scope of an organisation over the long term
the core of a company’s strategy is about choosing between what?
- where to compete
- how to compete
i.e. sustainable competitive advantage
what is strategic planning?
formulating, evaluation and selecting strategies to enable the preparation of a LT plan of action and to attain objectives
what is the corporate/strategic level of strategy?
strategies of whole organisation
concerned with issues such as
- acquisitions
- entering new industries
- leaving existing industries
what is the business/management level of strategy?
plan on how to be successful
concerned with issues such as
- achieve advantage over competitors
- meet the needs of key customers
- avoid competitive disadvantage
what are SBUs?
strategic business units
unit within an organisation for which there is an external market for products distinct from other units
what is the functional/operational level of strategy?
day to day management of strategies
concerned with: HR strategy marketing strategy IT strategy operations strategy
what is the rational model?
logical step by step approach to strategic planning
requires organisation to analyse its existing circumstances, generate possible strategies, select the best ones and then implement them
what 3 stages did J, S and W group the rational model into? i.e. the JSW approach
strategic analysis
strategic choice
strategic implementation
what are some key considerations of J,S & W’s strategic choice stage?
- strategies are required to ‘close the gap’
- competitive strategy -for each business unit
- directions for growth - which markets/products should be invested in
- whether expansion should be achieved by organic growth, acquisition or some form of joint arrangement
what are the benefits of deliberate LT planning?
forces managers to look ahead
identifies key risks
improved control
encourages creativity
what are the risks of formal planning?
- setting corporate objectives:satisfying stakeholders who have contrasting needs
- short term pressures:principal agent problem
- difficulties in forecasting accurately
- bounded by rationality:internal and external analysis often incomplete
- rigidity
- cost
- management distrust
what are some alternative ways to develop strategies?
Mintzberg emergent strategies
-not formally planned, unexpected events
Lindblom Logical Incrementalism
- current strategy tends to be small-scale extension of past policy rather than radical change
- doesn’t believe rational model of decision making is sensible and suggests not applicable to real world
why does Lindblom think the rational model is not used in the real world?
- strategy is not usually decided by autonomous strategic planning teams that have time to impartially sift through all the information and possible options before deciding on the optimal solution
- instead, managers have to sift through the options themselves but face time and knowledge constraints (bounded rationality) so choose between relatively few options
- typically leads to strategy being small scale extensions of past policy-in other words, managers try to make small changes to what they know has worked well in the past
what advantages does the Logical Incrementalism model have over the traditional rational model?
more acceptable to stakeholders as consultation, compromise and accommodation are built into the process
less of a cultural shift for the organisation to adopt an incremental approach to strategy as the organisation will not be trying to implement major shifts in its activities
what are the disadvantages of incrementalism?
the organisation has no overall LT plan, causing it to suffer from strategic drift, eventually leading to it being unable to meet the needs of its customer
could mean that the organisation fails to make major changes if needed
how did Pfizer use the emergent model?
developed a drug known as Sildenafil to help with high blood pressure
had unexpected side effect so sold as Viagara for billions
what are the problems with a lack of formal planning?
- failure to identify threats:not forward looking
- strategic drift
- harder to raise finance:no plans to pitch
- lack of management skills
what type of organisations are more suited to formal planning such as the rational model?
- in relatively stable industries so time to undertake detailed strategic analysis
- relatively inexperienced managers so planning ensures they are familiar with organisation and gives them a series of guidelines
more informal approaches are suited to which type of organisations?
- in dynamic, fast changing industries where there is little time to undertake formal strategic analysis
- have experiences, innovative managers who are able to quickly identify and react to changes in the organisation and its environment
- don’t need to raise significant external finance
why is strategic planning more complex for NFPs?
- have multiple objectives so harder to priorities
- objectives are more difficult to measure-usually non-financial
- influence/objectives of funding bodies
- recipients of the service are not the ones who pay for it
what are the 3 Es of the VFM model?
economy-inputs to outputs
efficiency-link between inputs and outputs
effectiveness-looks solely at the outputs of the NFP
what are the risks associated with the 3E model?
- wrong choice of measures-just because you can doesn’t mean you should measure
- measures can give contradictory results, and that may mean you priorities one or two of the measures over the others
- internal confusion over which measures to prioritise, leading to demotivated workers and all measures being missed
- economy and efficiency can be in conflict with effectiveness, given that spending more can improve effectiveness or spending less (an improving economy/efficiency) can reduce the effectiveness
- economy and efficiency are often viewed as easier to measure than effectiveness and so can be the focus of performance measures or audits
how can focussing on the wrong E be harmful?
local authority claims handling unit was being measures on time taken to process claims i.e efficiency
they discovered it was quickest to pay every claim without investigating, to meet this KPI
how do firms prioritise the perspectives of strategic planning in different ways?
a traditional approach - stakeholders
‘market-led’ or ‘positioning’ approach
a ‘resource-based’ or ‘competence-led’ approach
what is the traditional approach to strategic planning i.e. by stakeholders?
look at stakeholders’ objectives and make plans to achieve them
useful for NFPs where mission/objective is key
what is the ‘market-led’ or ‘positioning’ approach to strategic planning?
start with analysis of markets and competitors then setting objectives
make sure good fit for the environment
predict changes far in advance
what is the a ‘resource-based’ or ‘competence-led’ approach to strategic planning?
look at what firm is good at i.e. core competencies
critical success factors
what are the key risks of the traditional strategic planning approach?
objectives are very important but this approach can be risky if objectives are set in isolation from market considerations and are thus unrealistic
what are the key risks of the ‘market-led’ or ‘positioning’ approach?
positioning approach lies in predicting the future
some markets are so volatile that it is impossible to estimate further ahead than the immediate short term
what are the key risks of the resource-based’ or ‘competence-led’ approach to strategic planning?
the company becomes obsessed by the things that they can do and lose sight of what is happening in the market and what the customers want-leading to products becoming overly complicated and containing features the customer does not want or understand
what are the 3 key levels of strategy to consider?
1) where to compete
2) how to compete
3) which investment vehicle to use
which 2 questions does Porter argue that organisations need to address?
should the strategy be one of differentiation or cost leadership?
should the scope be wide or narrow?
why does Porter argue agains satisfying all 3 activitities?
end up stuck in the middle so need to make decision early on strategic determination process
what are the following strategies?
cost leadership
differentiation
focus
cost leadership:being the lowest-cost producer
differentiation: creating a customer perception that the product is superior to competitors
focus: utilising either of the above in a narrow profile of market segments, sometimes called niching
what are the potential benefits of cost leadership?
- business can earn higher profits by charging the same price as competitors or even moving to undercut where demand is elastic
- lets company build defence against price wards
- allows price penetration entry strategy into new markets
- enhances barriers to entry
- develops new market segments
what are the risks of cost leadership? (risks if the focus of P3)
- no fall-back position if leadership on costs is lost
- constant investment to adapt to changing market and competitive threats
- failure to pass on cost savings to customers may mean no advantage
- passing on cost savings can lead to price wars with competitors
- fall in price can make product look inferior
how can we attain cost savings using value chain activities?
- reduce costs by copying rather than originating designs
- achieve EoS by high-volume sales allowing fixed costs to be spread over a wider production base
- use high-volume purchasing to obtain discounts for bulk purchase
- locate in areas where cost advantage exists or government aid is possible
- obtained learning and experience curve benefits
what are the benefits of differentiation?
- products command a premium price so higher margins
- demand becomes less price elastic and so avoids costly competitor price wars
- life cycle extends as branding becomes possible-hence strengthening the barriers to entry
how can value change analysis help identify points where differentiation can be achieved?
- creating products which are superior by virtue
- offering superior after-sales service by superior distribution, perhaps in prime locations
- creating brand strength
- augmenting the product i.e. adding to it
- packaging the product
- ensuring an innovative culture exists within the company
what are the risks of differentiation?
- there is a need to continually innovate to defend the position
- smaller volumes
- associated costs e.g. marketing are higher
- performance in a recession may be poor
what are the benefits of the ficus strategy?
- smaller segment and so smaller investment in marketing operations
- allows specialisation
- less competition
- entry is cheaper and easier
what does focus strategy require?
- reliable segment identification
- consumer/customer needs to be reliably identifies-research becomes even more crucial
- segment to be sufficiently large to enable a return to be earned in the long run
- competition analysis-given the small market, the competition, if any, needs to be fully understood
- direct focus of product to consumer needs
what are the risks of focus/niche strategy?
- if successful, may attract other cost leaders/differentiators due to potential low barriers to entry
- low volumes may be sold
how can niching be done via specialisation?
by:
- location
- type of end user
- product or product line
- quality
- price
- size of customer
- product feature
if done properly, it can avoid confrontation and competition yet still be profitable
what are the key risks for market niches?
- niche must be large enough in terms of potential buyers
- the niche must have growth potential and predictability
- the niche must be of negligible interest to major competitors
- the firm must have strategic capability to enable effective service of the niche
how does BA exercise differentiation?
charges premium compared to rivals
procurement:prime landing spots
procurement:HQ food and drink
operations:well-maintained, clean and comfortable
operations-high number of attendants on each flight
marketing-advertising based on quality of service provided
how has Ferrari exercised focused strategy?
focus on niche market:high quality cars at premium price
small percentage of global car market
may shrink or disappear as fashion and tastes change
what are the risks of Porter’s generic strategies model?
- adopting more than one strategy can leave firm ‘stuck in the middle’ but irl this may be too simplistic so do a hybrid e.g. live well for less is differentiation and cost leadership
- cost leadership in itself may not give competitive advantage
- differntiation may not always lead to a business being able to command a high price for its goods
what is the main aim of the market penetration strategy?
increase market share using existing products within existing markets
what is the approach to market pnetration?
stimulate usage by existing customers:
- new uses of advertising
- promotion, sponsorships
- quantity discounts
then attempt to attract non-users and competitor customers via:
- pricing
- promotion and advertising
- process redesign e.g. internet
what are key conditions for market penetration?
considered when
- overall market is growing
- market not saturated
- competitors leaving or weak
- strong brand presence by your company with established reputation
- strong marketing capabilities exist within your company
what is the market development strategy?
increase sales by taking the present product to new markets
e.g. overseas markets
what is the approach to market development?
- add geographical areas - regional and national
- add demographic areas-age and sex
- new distribution channels
what are key conditions for market development?
- slight product modifications might be needed
- advertising in different media and in different ways
- research-primary research cat this point given significance of the investment
- company is structured to produce one product and high switching costs exist for transfer to other product types
- strong marketing ability is needed, usually coupled with established brand backing e.g. CocaCola
what are the risks of market penetration as a strategy?
- has the lowest risk out of Ansoff’s matrix
- key issue may not generate significant returns
what are the risks of product development?
- significant cost
- not good enough so suffer large losses
- someone delivers product sooner or better
- failure damages core brand
- large R&D costs
what is the product development strategy?
focuses on the development of new products for existing markets
offers the advantage of dealing with known customers/consumer bases
what is the approach to product development?
- develop product features of a significant nature
- create different quality versions
what are the key notes to consider for product development?
- company needs to be innovative and strong in the area of R&D and have an established, reliable marketing database
- constant innovation allows for the developing sophistication of consumers and customers and ensures that any product-related competitive advantage is maintained
what is diversification?
new products to new markets
what are the key notes to consider when applying diversification?
- appropriate when existing markets are saturated or when products are reaching the end of their life cycle as it can spread risk by broadening portfolio
- goes through period of being in and out of favour so debate continues on whether this is a good strategic option-risks on missing out on old markets must be outweighed by benefits of new market
why is brand stretching ability a critical success factor of diversification?
will face teething issues which could affect brand reputation
- may not meet objectives in new market
- have excess cash and powerful shareholders
- possible to brand stretch and benefit from past advertising and promotion in other SBUs
- diversification promises greater returns and can spread risk by removing the dependency on one product
- greater use of distribution systems and corporate resources such as research and development, market research, finance and HR leading to synergies
what are the risks of market development?
- costly entry to the market
- fail to understand the new market
- failure damages core brand
what are the risks of diversification?
- riskiest option
- over reliance on market if it’s related(vertical) diversification
- lack of skills or knowledge if its unrelated (conglomerate) SO MORE RISKY
what are some examples of market development failures?
Monsoon clothing starting a male division which failed sue to lack of awareness
M&S attempting to open in mainland Europe but failed due to strategy errors leading to downturns in their core UK market
what is an acquisition?
buy most if not all of the target company’s stakes to assume control
what is a merger?
business combination that results in the creation of a new reporting entity formed form the combined prties
what is organic growth?
growth by internally generated projects
less expensive and risky that acquisition but may be too slow
what is synergy?
advantage gained by having existing resources which are compatible with new products or markets that the company is developing
what are the benefits of acquisition over organic growth?
- high speed access to resources e.g. reputation
- avoids barriers to entry
- less reaction from competitors as they maintain same market share
- can block competitor
- can help restructure the operating environment
- relative P/E ratio, if higher in new industry acquisition may not be possible as dilution of EPS
- asset valuation-asset stripping or potential acquisition’s assets are undervalued
what are the risks associated with acquisitions?
- more costly than internal growth
- cultural mismatch possible
- differences in managers’ salaries
- disposal of assets due to competition regulation
- lack of knowledge
- reduction in return on capital employed
what is due diligence?
investigation of a business prior to signing a contract
help reduce uncertainty and control the risks, especially if unlisted where information is not public
more smooth and effective if both parties are aware of the due diligence activities that are likely to be carried out
how are financial statements used in due diligence?
- financial metrics
- financial forecasts reasonable?
- verification of assets owned
- use external auditors to verify
what are joint development methods?
joint venture strategic alliances franchising licences outsourcing
what are key considerations in any joint arrangement?
sharing of costs sharing of benefits sharing of risks ownership of resources control/decision making
what is a joint venture?
a separate business entity whose shares are owned by two or more business entities
assets are formally integrate and jointly owned
useful approach for:
sharing cost
sharing risk
sharing expertise
e.g. Virgin Trains: 51% owned by Virgin Group, 49% owned by Stagecoach
what is a strategic alliance?
cooperative business activity, formed by two or more separate organisations for strategic purposes, that allocates ownership, operational responsibilities, financial risks and rewards to each member while preserving their separate identity/autonomy
includes partnerships, joint ventures and contracting out services
what is the difference between a joint venture and a strategic alliance?
whether a new business entity is formed or not
strategic alliance is usually a preliminary step to a joint venture
what are the 7 characteristics of a well structured alliance?
- strategic synergy
- positioning opportunity
- limited resource availability
- less risk
- co-operative spirit
- clarity of purpose
- win win
what is franchising?
purchase of the right to exploit a business brand in return for a capital sum and a share of profits or turnover
how does the franchising relationship work?
- franchisee pays franchisor initial capital sum and thereafter franchisee pays royalties/share of profits
- franchisor provides marketing, R&D and advice and support
- franchisor provides goods for resale
- franchisor imposes strict rules and control to protects its brand and reputation
- franchisee buys into a successful formula so risk is much lower
- franchisor gains capital as the number of franchisees grows
- head office can stay small as there is considerable decentralisation
what is licensing?
right to exploit an invention or resource in return for a share of proceeds
little central support
what is outsourcing?
contracting out aspects of the work of the organisation, previously done in-house to specialist providers
what are the key risks of joint development methods?
- strategic fit:partners need to have similar strategies
- cost sharing
- knowledge sharing:trade secrets revealed
- profit sharing
- loss of control
- loss of development opportunities
why did the Innocent McDs collaboration not last?
bad strategic fit
- Innocent drinks not a popular choice over milkshakes and fizzy drinks
- customers felt Innocent smoothie ethos did not line up with McDs
what strategies can businesses use when expanding internationally?
- exporting strategy:sell local goods abroad
- overseas manufacture
- multinational: co-ord value add activities across national borders, increases production capacity
- transnational:no home country, on multiple stock exchanges, considered to be largely theoretical
what risks should be considered for international growth?
- political risk
- foreign exchange risk
- need for capital investment
- risks to customer relationships
- increased risks in the supply chain
- ethical risks
- cultural risks
what is disruptive innovation?
new development that disrupts an existing market or created a new market leading to a the replacement of an existing market an lead to a drop in sales of that product
e.g Amazon disrupting Woolworths, HMC, Debenhams
what are some considerations for successful disruption?
SIMPLICITY RESOURCES:sustainability COST:lower price is attractive ACCESSIBILITY:more access the better QUALITY:better quality is more attractive
how does Elon Musk challenge current concpets?
Paypal: how we pay for things
Neuralink: the way we interact with computers
Tesla: electric cars
SpaceX:reduce cost of transportation into space
Boring Company:underground hyperlink, NY to Washington in less than 30 minutes
What is scenario planning?
involves the creation of detailed possible futures that the organisation may encounter, allowing for the creation of contingency plans
what are the stages of scenario planning?
1) identify high-impact, high-uncertainty factors in the environment (PEST analysis)
2) identify possible futures for each factor
3) cluster together different factors to identify various consistent future scenarios
4) write scenarios (typically around 3)
- optimistic, realistic and pessimistic
5) for each scenario, assess and identify possible courses of action for the firm
6) monitor reality to see which scenarios
7) revise as appropriate
what should be considered when scenario planning?
- use a team for range of opinions and expertise
- identify time frame, markets, products and budget
- stakeholder analysis-who will be the most influential in the future?
- trend analysis and uncertainty identification
- building of initial scenarios
- consider organisational learning implications
- identify research needs and develop quantitative models