E2 Flashcards
PESTEL
Factors provide a framework for analysing or reviewing a situation, the strategy, position or direction of an enterprise
Political
Economic
Social
Ecological
Legal
Conducted on 3 levels: Local, National and Global
Porters five forces
Micro model - framework for industry analysis. Determine the competitive intensity and therefore the attractiveness of the market. A change in one of the forces usually requires reassessment of the marketplace
- Bargaining power of suppliers
- Bargaining power of customers
- Threat of new entrants
- Availability of substitutes - substitutes fulfil the need in different way.
- Intensity of competitive rivalry - all the above feed into this.
6th force - Government. Major supplier and buyer. Also sets policies etc.
Porters generic strategies
Organisations should select one of the following 3 strategies - to deal with the 5 forces:
- Cost leader: aim to have the lowest costs. Not necessarily having the lowest prices but charge lower price than the differentiator
- Differentiation: aim to do things, or appear to do things, differently. Tend to be able to charge a higher price but also have higher costs.
- Niche or focus: concentrate on a segment of the market. Possibly combine with either of the above 2 strategies.
There is a ‘middle of the road’ path - when prices fall or costs rise, these are squeezed out of the market first
Ecosystem concept
More modern, holistic view of the business environment/models
Economic community supported by a foundation of interacting organisations and individuals
All members of the ecosystem are affected by the actions of all other members
The environment strongly influences what the organisations do and the strategies they choose
Drivers of the evolution of ecosystems
- the internet and the access this provides - globalisation
- the wealth of data that is available: big data. Available for companies to use in decision making
- the increase in customer empowerment: have access to more information, can buy from more places and have more legal rights
Digital customers - what do they want
- Contextualised interactions: tailored to the needs of the individual
- Seamless experience
- Real time info
- Great service
- Self service
- Transparency
- Peer review and advocacy
How do businesses meet the demands of the digital customer
- Design thinking: shift from designing 1 product to designing a series of experiences
- Experiential pilots: monitoring customer response and reaction to new experiences
- Prototyping: bringing models to market prior to perfection and evolving new models
from customer experiences. - Brand atomisation: design products for wide distribution by themselves and other
providers
The strategic journey 2020 (Christison and Choo)
Five models providing tools and techniques for businesses to navigate their strategic journeys:
- Mission model: core purpose of an enterprise (pulls followers to its vision)
- Business model: what constitutes and drives the business (grows its value)
- Value model: what constitutes value, how to find opportunities to create it
- Operating model: how the business runs (processes)
- Transformation model: how it executes change to improve business agility to continue value
delivery and growth
The network model
From traditional to modern -
- Asset builder: deliver value by using physical goods
- Service provider: deliver value through skilled people
- Technology creator: deliver value through ideas
- Network orchestrator: deliver value through connectivity
Network Orchestrators
Companies that deliver value through connectivity. They create platform that participants use to interact or transact with other members of the network.
- Tend to grow faster and use assets more efficiently
- Tended to have higher market valuations than traditional enterprises
- Believe value can continually be added
- Currently are the minority of companies
10 principles of network orchestration:
- Create digital capabilities
- Invest in intangible assets (sources of assets are changing)
- Actively allocate your capital (what are you doing with your funds, not necessarily the same as
last year…) - Lead through co-creation (empower team/network members)
- Invite your customers to co-create (from customers to community…)
- Focus on subscriptions, not transactions (also building relationship with customers)
- Embrace the freelance movement (from employees to partners)
- Integrate big data
- Choose leaders who represent your customers (from governance to representation)
- Open your mind to new possibilities (from closed to open)
Characteristics of ecosystems
Two key factors:
- Participants (essentially buyers and sellers)
- Interactions (essentially the product or service)
In an ecosystem, these basic parties are characterised by the following:
Participants (RRC)
Role (ie what they do buy/sell/support/partner)
Reach (ie how far they extend in the environment)
Capability (ie their key value proposition)
Interactions (RCC)
Rules (define how interactions occur)
Connections (links within the ecosystem)
Course (the speed and direction of interactions)
Complexity and orchestration
Nature of an ecosystem determines the complexity of interactions and the level of orchestration required:
Complexity - number and diversity of participants, sophistication of activities, range and nature of relationships
Orchestration - strength and extent of influence, formality of interactions, degree of enforceability
HIGH COMPLEXITY/TIGHT ORCHESTRATION
Lion’s pride - high barriers to entry. open to be dominated by powerful orchestrator
HIGH COMPLEXITY/LOOSE ORCHESTRATION
Hornet’s nest - higher barriers to entry but low orchestration
LOW COMPLEXITY/TIGHT ORCHESTRATION
Wolf pack - lower barriers to entry. Overall less chance of dominance.
LOW COMPLEXITY/LOOSE ORCHESTRATION
Shark tank - need to innovate to be competitive as low barriers to entry and high competition
Different forms of business organisation
Outsourcing
Offshoring
Shared Service Centres (SSC)
Strategic alliance: an arrangement between two or more organisations to share resources to
undertake a mutually beneficial project in a non-permanent way, eg airlines running routes
through strategic alliances.
Franchising. The franchisee produces or supplies a branded product or service, and pays the
franchiser for use of the brand and ‘system’. The franchiser is responsible for marketing and
retains overall control of the brand.
Consortia. An association of organisations to deliver a particular project.
Licensing. The right to produce or supply a product or service in return for a fee.
Joint venture. A separate shared entity is formed by two or more independent organisations to
pursue an opportunity.
Defining value
Factors influencing value (3Ts) - dubious at best
- Financial and non-financial factors. Critically, value does not have to be just monetary. (If you want to remember 3Ts of value, nickname this one ‘a tenner’!)
- Tangibility. This is important in a digital age, where increasingly value is in intangible factors
rather than ‘bricks and mortar’ - Time. Weighing up short term and long term values might be a critical factor in ongoing success.
Stakeholders
(1) Internal – directors, employees. All employees should take an interest in their company, whether
for reasons of job security or because they are on some form of performance-related pay.
(2) Connected – shareholders, lenders, customers, suppliers (i.e. there is some form of financial
relationship).
(3) External – government (local and central), pressure groups, local community.
The first two groups are primary stakeholders in that they have some sort of relationship with the
organisation which is likely to be contractual. The third group are secondary stakeholders.
Mendelow’s matrix - stakeholders
LOW POWER/LOW INTEREST
Minimal effort
LOW POWER/HIGH INTEREST
Keep informed
HIGH POWER/LOW INTEREST
Keep satisfied
HIGH POWER/HIGH INTEREST
Key players - Chosen strategy must be acceptable to these stakeholders
Stakeholder salience
In stakeholder salience theory, stakeholders are considered in terms of:
- Their power to influence the organisation
- The legitimacy of their relationship with the org
- The urgency of their relationship with the org - not just time but importance
Mapped in a venn diagram - increase number of factors = increased salience
Salience theory diagram
LOW SALIENCE - low effort
Dormant - Power only
Demanding - Urgency only
Discretionary - Legitimacy only
MEDIUM SALIENCE
Dangerous - Urgency & Power
Dominant - Power & Legitimacy
Dependent - Urgency & Legitimacy
HIGH SALIENCE
DEFINITIVE - ALL 3 FACTORS
Customer segmentation
Customer segmentation is dividing a customer base into groups of individuals that are
similar in specific ways relevant to marketing, such as age, gender, interests and spending
habits.
- Undifferentiated marketing. This is the delivery of a single product to the market place
with very little concern for segment analysis. - Differentiated marketing. Here the company makes several products each aimed at a
separate segment. Although more time consuming and costly, the advantage is that
each product should appeal more to each targeted group. It may be possible to charge
a price differential in each segment. - Concentrated marketing. The company focuses on a single segment for its product
hoping to meet the exact needs of that group better than any other organisation
Cost model
One way of determining what to spend is to use a cost method, ie to calculate all the associated costs
of making/distributing a product or service and then factor that into pricing considerations.
A cost model is likely to be used by organisations which are creating social value rather than monetary
value, ie not-for-profit organisations.
It will also be used by all business in their planning and budgeting.
Revenue model
A revenue model is more about
Which revenue source to pursue
What value to offer
How to price the value
Who pays for the value.
It identifies what product or service will be created to generate revenues and the ways in which the
product or service will be sold.
Sharing of residual value
At a basic level the ‘surplus’ value created by a company in its operations, ie profit, has been used in two ways:
- Distribution to shareholders in the form of dividends. INCREASES THEIR WEALTH
- Investment in the organisation as a form of finance to fund new strategies/projects. INCREASES THE VALUE OF THEIR CAPITAL ASSET
Digital disruption
When new technologies etc. affect
and change the value of the industry’s existing services and goods.
‘Disruptive technology’ replaces an existing technology and transforms how businesses are
run.
E.g.
Cloud Computing
Mobile tech
Blockchain
Digital wallets
Data analysis
Fintech - banking software