theme 3 Flashcards
corporate objectives
objectives of a medium to large sized business as a whole
mission statement & why it may be formed?
brief statement written by business describing its purpose and objectives, designed to encapsulate its present objectives
- to make commitment to customers
- brings company’s workforce together w a shared purpose
e.g., to create practical and beautiful homes for our customers
objective
target of or outcome for a business that allows it to achieve its aims
SMART
attributes of a good objective:
specific
measurable
agreed
realistic
time specific
corporate strategy
plans and policies developed to meet a company’s objectives. concerned w what range of activities the business needs to undertake in order to achieve its goals.
also concerned w whether the size of the business organisation makes it capable of achieving the objectives set.
distinctive capability
form of comp advantage that is sustainable as it cannot easily be replicated by a competitor
difference between objectives for business size
small - break eve, survival for the first year, hire new staff, build loyalty
large - tends to be more financial e.g. increase market share by 5%
Limitations of the mission statement
Not always supported by business actions
Viewed as public relations stunt
portfolio analysis
method of categorising all the products and services of a firm to decide where each fits within the strategic plans
what is market penetration - ansoff matrix
existing market, existing product
low risk
can be done through: loyalty cards
what is market development - ansoff matrix
new market, existing product like moving to a new country
need to know different markets different tastes and preferences and make changes to fit it
what is diversification- ansoff matrix
new market, new product e.g. conglomerate
lots of risk, increased product portfolio
what is porters matrix
you can gain competitive advantage through:
cost leadership - having lowest cost so that you can charge market price or low prices and make profit usually works if you’re market leader
differentiation - differentiating product by adding value to it
focusing on a small segment on market and targeting them. can be cost focus (cost minimisation in a niche market) or differentiating focus (differentiation in a niche market)
What is a SWOT analysis?
analysis of strengths and weaknesses (internal), opportunities and threats (external)
what does kays capabilities consist of
knowing what strengths are and using them to achieve competitive advantage
architecture - organisation or relationship with stakeholders
reputation - brand image, quality
innovation - developing new products or processes
aim of portfolio analysis
stars: high market share, high growth.
require investment
cash cows: low growth, high share
generate more cash than they consume
?: high growth, low share
consume lots of cash, but give little in return
dog: low growth, low share
gathering info to help develop a strategy
internal audit: analysis of business itself and how it operates, attempts to identify strengths & weaknesses of operations. may cover:
- products, cost, quality
- finance (profit, assets, cash flow)
- HR
- internal organisation
external audit: analysis of environment in which the business operates over and has little or no control. may address key 3 areas:
market, competition, political, environmental, etc.
should analyse market:
- size and growth potential of market
- characteristics of customers in market
- products on offer
PESTLE
Political - can discourage fdi, members joining/leaving eu, changes in government, pressure groups
Economic - unemployment levels, stable prices, exchange rate, interest rate, stage in economic cycle
Social - uk population is ageing, more people going uni, increased migration, more people becoming health conscious
Technological - can shorten product life cycle as more replaceable, replace capital with labour, can improve communication with customers
Legal - level of regulation and taxes
Environmental - people are more inclined to buy green goods, investment in new generation of power could be cheaper in long term
structure of markets
competitive: likely to be a large number of buyers and sellers and products sold by each business are close subs for each other
uncompetitive: come markets are dominated by a single producer or just a few large businesses. e.g., dominated by monopolies and oligopolies
impact of changing competitive environment
new entrants - keep up with they’re doing e.g., going online, being price competitive, more innovative
new product - adapting own product or price
consolidation - risks of firms having monopoly power so may want to participate in their own merger or look to diversify products
porters 5 forces
threat of entry(create barriers to entry e.g brand loyalty)
threat of substitute (can be reduced through patents)
supplier power(reduced through vertical integration)
buyer power, and competitive rivalry (form cartels or ant-competitive pricing)
economies of scale
reduction in average cost as output increases
internal economies of scale
purchasing
financial - larger firms are more likely to get access to bank loans or investment
managerial - can ensure efficiency so less waste and reduction in average cost
technical - investment in capital can make businesses more productive
risk bearing - diversifying can give competitive edge and reduce risk
external economies of scale
The cost benefits that all firms in the industry can enjoy when the industry expands
labour: build up of a labour force equipped w skills required by industry, training costs may reduce if workers gained skills at another firm
ancillary/commercial services: an established industry tends to attract smaller firms trying to serve its needs
co-operation: firms in the same industry are more likely to co-operate of concentrated in same region
disintegration: when production is broken up so more specialisation can take place