Unit 3 Business Flashcards
Business objectives and strategy
Business objectives are what a business hopes to achieve, and business strategy is what a business does to achieve these objectives.
mission statement
is a formal summary of the aims and values of a company, organisation, or individual.
corporate objectives
short term targets which are set to help achieve overall goals. In order to be helpful they need to be SMART….
Benefits of a Mission Statement
- Can create and help to support a shared vision for employees (Employees will be more motivated as they understand the aims of the business )
2.stakeholders will form a better impression/image of the business as the result of reading it (attracting investors)
3.Customers may agree with the business values and choose them over other competitors (results as differentiation from the business’s competitors)
Critical appraisal of mission statement
a mission statement of the aims of a business designed to give stakeholders a sense of direction common purpose ( used to create and help to support a shred vision for employees)
MOPS
M= market
O= objective
P= product
S= situations
SMART Objectives
S= specific (The objective should state exactly what is to be achieved)
M=measurable (An objective should be capable of measurement – so that it is possible to determine whether (or how far) it has been achieved)
A=achievable (The objective should be realistic given the circumstances in which it is set and the resources available to the business)
R=relevant (Objectives should be relevant to the people responsible for achieving them)
T=time bond (Objectives should be set with a time-frame in mind. These deadlines also need to be realistic)
Ansoff Matrix
Ansoff Matrix is a decision making model that can be used to help business analyse it’s strategic options opportunities for growth, It is a clear graphical representation of a corporate strategy….
Usefulness of Ansoff’s Matrix
- it is clear, graphical help, shows and assess risk, of a strategy
- asses the degree of risk
3.identifies, opportunity in sales growth
Drawbacks Of Ansoff’s
1.it is one decision making model, others may be used and could give different readings of the situation
- formal market research in each market may give better indication of the needs of each new market (more research is needed to understand market conditions and consumer preferences)
3.it is a theoretical and simplistic tool that takes no account of changing economic and market conditions ( like not considering any figures, just risk. doesn’t take into account actions of competitors and is subject of external factors that can’t be planned for)
Porter’s Strategic Matrix
A method that can be used in the development of a corporate strategy, helps to identify the sources of competitive advantage that business might achieve in a market (see table)
Market penetration
Safest option: Same product – same market
-Increase brand loyalty
-Encourage customers to use the product more often
-Encourage customers to use more of the product
-Lowering the price
-Useful if the brand is already well known and has loyal customers.
-Useful if the market is still growing
Market development
Same product – new market
(e.g. entering an overseas market)
-Changes may have to be made to adapt to new market such as brand name
Product development
-Same market – new product-
- Suitable for short product life cycle or dynamic markets
(E.g. Apple iPhone, iPad, Apple Watch…)
Diversification
-Highest risk: new product – new market
(E.g. Virgin Airlines, Internet services, cosmetics … )
-Well known brands can take more risks, so is suitable for these types of businesses
Cost leadership
-Striving to be the lowest-cost provider in the (mass) market
1.Keep prices the same but gain higher profit margins
2.Lowering prices to gain market share
-Firms need a large market share in order to achieve cost leadership
1.Economies of scale
2.Negotiating with suppliers
E.g. Tesco
Cost focus/differentiation focus
-Targeting a narrow range of customers (similar to niche)
-Used by small or very specific firms
- Cost focus: cost minimisation within a focussed/niche market (Aldi)
- Differentiation focus: differentiation within a focussed/niche market (Ferrari)
Differentiation
-Operating in a mass market with a unique position
-A firm needs to offer a level of differentiation from the competitors
1.Quality
2.Design
3.Brand
4.Customer service
E.g. Apple, RedBull
Benefit for Cost Leadership
-Can increase demand if price is competitive
Drawback for Cost Leadership
-Could result in lower brand image if prices are lowered
Benefit for Differentiation
-Can charge premium prices
Drawback for Differentiation
-Can be expensive to build up differentiation – market research, R&D and marketing needs to take place
-Others may copy the point of differentiation
Benefit for Focus
-As they focus on a narrow segment of the market they are able to gain an advantage of understanding its customers very well
-Can help to create a high level of customers satisfaction & loyalty
Limitations of Porter´s Strategic Matrix
-ignores other external factors
-It is only one tool! A business could use Ansoff or portfolio analysis (Boston Matrix)
-Markets are dynamic and different This matrix is quite generic and rigid.
-Ignores profit margins, profitability
Theory Corporate strategies
Boston Matrix
Products evaluated according to competitive position in the market and potential growth rates
Drawbacks of Boston Matrix
Benefits Boston Matrix
Benefits of Portfolio Analysis
-visual representation of situation, associated problems or opportunities.
- Can be more helpful than just relying on figures (especially for some shareholders)
-It´s an analysis! So better than nothing and contributes to planning.
-Products that have potential for future are identified = help planning
-Products with little/no more potential in marketplace are indicated = plans made for milking, re-launch or withdrawal
Portfolio Analysis
A method of categorising all of the products of a firm (portfolio) in order to see where each one fits within the strategic plans
Limitations of portfolio analysis
-The Boston Matrix may be too simplistic, compared to rigorous monetary (money/financial) analysis
-The positioning of products into the Boston Matrix, and interpretation of positions, needs skill and experience which may mean mistakes are made if person completing the analysis is not skilled enough.
1.Conclusions drawn from the Boston matrix could cause the firm to lose money trying to sustain an old product that has been out-dated by changes in trends
-Market share and market growth is just one way of measuring the performance of a product, other factors - brand strength, competitive advantage or customer loyalty may be more important for some products
1.Consideration of an overall business may be more important than analysis of individual products
Strategic
Strategy is more long term and relates to achieving an overall goal
Strategies:
Mission statements
Core values
Organisational culture
Growth
Tactical
Tactics are shorter-term actions that help to achieve the strategy
Tactics:
Location decisions
Marketing mix
Improved technology
Recruitment and selection
Customer service
Motivating staff
Human
-Impact on the workforce
-Recruitment
-Training
-Redundancy
Physical
-Impact on land, machines, tools, equipment, vehicles, shops, computers, factories, and raw materials.
-investment in fixed assets
-location
Financial
-Impact on financial resources such as raising funds externally or internally
-Sources of finance
SWOT analysis
-Allows the business to gather information to then help make decisions regarding strategy:
-Internal considerations:
strengths and weaknesses
-External considerations:
opportunities and threats
Usefulness of a SWOT analysis
-By identifying its strengths a business will know which areas to further develop
-Areas of weakness can be identified therefore addressed and improved
-Potential opportunities can be explored and developed
Possible threats can be identified and planned for
Limitations of a SWOT analysis
-Time consuming
-Has to be actioned to be of use
-Doesn´t prioritise actions or actually make a decision
-Can generate LOTS of ideas/information – hard to decipher
Impact of external influences - PESTLE -
-A framework used for assessing key features of the external environment facing a business.
-It can enable the business to identify external factors that will impact positively or negatively
P= political
E= economic
S= social
T= technology
L= legal
E= environment
PESTLE
P= Competition policy
-Tax policies
E= Unemployment levels
-Rate of inflation
-Stage in business cycle
-Interest rates
S= Demographic change
-Consumer tastes & fashions
-Changing lifestyles
T= E-commerce
-Mobile technology / apps
L= Employment Law
-Minimum / Living Wage
-Health & Safety Laws
-Environmental legislation
E= CO2 emissions / Net-zero emissions
-Recycling / Recue wasted
Porter´s Five Forces
The model is a framework for analysing the nature of competition within an industry. And can be used to identify the potential profitability of a particular strategic decision.
The 5 factors of Porter’s Five Forces
1.Threat of new entrants to a market
2.Bargaining power of suppliers
3.Bargaining power of customers “buyers”
4.Threat of substitute
5.Degree of competitive rivalry
Usefulness of Porters 5 force
- it is only a management tool and relies on the skills of the person being able to analyse the competitive environment
1.Depends on the skills and knowledge of the person carrying out the analysis (put this in a conclusion)
-Some businesses may not have access to market data or be able to apply the model to such a unique product
-Some businesses may faces little competition on the market so they do not need to use this model to analyse the rivalry amongst existing competitors
-Porter’s five force model is a management and decision-making tool which must be used in conjunction with other decision-making tools such as PESTLE or a SWOT analysis to increase its effectiveness
Business growth
Objectives of growth
-economies of scale (internal and external)
-increased market power over customers and suppliers (link to porter’s 5 forces)
-increased market share and brand recognition
-increased profitability.
economies of scale (internal and external)
-internal economies of scale occur as the firm increases its output or its physical size
-external economies of scale occur due to external factors brought on by the expanding industry or market. They occur outside a company but within the same industry.
Internal economies of scale
-Financial
1.Can be offered better deals on loans e.g. lower interest
2.Wider variety of sources to choose from. E.g. a sole trader can’t sell shares
-Technical
1.Can purchase better (more expensive) machinery = higher output which means lower average cost
- Specialisation and managerial
1.Can afford to employ specialised staff
(Doesn’t necessarily employ more managers so fewer high salaries)
-Purchasing
1.Buying in bulk
2.Admin costs do not rise if bigger orders and placed or more lines are sold
-Risk bearing
1.Greater ability to diversify - if one product/market fails can still operate and make money
2.Able to carry out R&D
External economies of scale
-better transport network
-research and development facilities
-clustering of businesses in a distinct geographical area
-relocation of component suppliers
Increased market power
Customers
A larger/dominant business can charge higher prices if competition is limited. (helps to increase profit margins)
Suppliers
Large business may be able to force down costs of materials if ordering in bulk (helps to increase profit margins)
Suppliers may rely upon large businesses for their custom
Increased market share and brand recognition
Charge higher prices
Product/service distinct from competitors
Create customer loyalty
Greater recognition
Develop an “image”
Launch new products more easily
Increased profitability
profit= profit, gross, operating net
Revenue, cost
profitability=%, margins
Organic Growth
Expansion from within the business itself (1) based on its own resources/rather than expanding through takeover or merger (1)
Ways of growing organically
-New product launches
-Opening new stores/branches
-Expanding into foreign markets
-Expansion of the workforce
Benefits of Organic growth
-Less expense in the short term
-Less risky due to an increased level of control of the variables
-Maintaining existing management and culture
-The ability to plan for and effectively control growth
Drawbacks of Organic growth
-Often slow and can limit a business’s ability to react to the growth of competitors
-The amount of growth achieved is dependent on the growth of the market.
-Can lead to a lack of new ideas from outside the business
Inorganic growth
Distinction between mergers and takeovers
-A merger where two or more businesses agree to join to form a new business
-Takeovers usually involve one business taking control of another business following a buyout of their shares