2.pptx

The Strategic Position
by
Nilantha Perera
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1. What are the layers of business environment
2. Define the key drivers of change
3. Define scenario mapping and its steps of application
4. contrast An Industries, A market and A sector
5. What are the positive implications of five forces analysis
6. Define the value net
7. Discuss the types of industries and their characteristics
8. Define strategic groups and discuss the uses of strategic group analysis
9. Define strategic customer and its relevance for the Critical Success Factors
10. Compare Blue ocean and red ocean thinking
11. Relate blue ocean thinking with strategy canvas
Discussion questions
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Johnson, Whittington and Scholes, Exploring Strategy, 9th Edition, © Pearson Education Limited 2011
Layers of the business environment
Layers of the business environment

The PESTEL framework (1)
The PESTEL framework categorises
environmental influences into six main types:
political, economic,
social, technological,
environmental legal
Thus PESTEL provides a comprehensive list of
influences on the possible success or failure of
particular strategies.
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• Political Factors: For example, Government policies, taxation changes,
foreign trade regulations, political risk in foreign markets, changes in trade
blocks (EU).
• Economic Factors: For example, business cycles, interest rates,
personal disposable income, exchange rates, unemployment rates, GDP
trends.
• Socio-cultural Factors: For example, population changes, income
distribution, lifestyle changes, consumerism, changes in culture and
fashion.
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• Technological Factors: For example, new
discoveries and technology developments, ICT
innovations, rates of obsolescence, increased
spending on R&D.
• Environmental (‘Green’) Factors: For example,
environmental protection regulations, energy
consumption, global warming, waste disposal and
re-cycling.
• Legal Factors: For example, competition laws,
health and safety laws, employment laws, licensing
laws, IPR laws.
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Key drivers of change
Key drivers for change:
• The environmental factors likely to have a high
impact on the success or failure of strategy.
• For example, the birth rate is a key driver for
those planning nursery education provision in
the public sector.
• Typically key drivers vary by industry or sector.
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Using the PESTEL framework
• Apply selectively –identify specific factors which
impact on the industry, market and organisation in
question.
• Identify factors which are important currently but
also consider which will become more important in
the next few years.
• Use data to support the points and analyse trends
using up to date information
• Identify opportunities and threats – the main point
of the exercise!
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Scenarios
Scenarios are detailed and plausible views of how
the environment of an organisation might develop in
the future based on key drivers of change about
which there is a high level of uncertainty.
• Build on PESTEL analysis .
• Do not offer a single forecast of how the
environment will change.
• An organisation should develop a few alternative
scenarios (2–4) to analyse future strategic options.
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Carrying out scenario analysis (1)
• Identify the most relevant scope of the study – the
relevant product/market and time span.
• Identify key drivers of change – PESTEL factors
that have the most impact in the future but have
uncertain outcomes.
• For each key driver select opposing outcomes
where each leads to very different consequences.
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Carrying out scenario analysis (2)
• Develop scenario ‘stories’ - That is, coherent
and plausible descriptions of the environment
that result from opposing outcomes
• Identify the impact of each scenario on the
organisation and evaluate future strategies in
the light of the anticipated scenarios.
• Scenario analysis is used in industries with long
planning horizons for example, the oil industry
or airlines.
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Industries, markets and sectors
An industry is a group of firms producing products
and services that are essentially the same. For
example, automobile industry and airline industry.
A market is a group of customers for specific
products or services that are essentially the same
(e.g. the market for luxury cars in Germany).
A sector is a broad industry group (or a group of
markets) especially in the public sector (e.g. the
health sector)
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Porter’s five forces framework
Porter’s five forces framework helps identify the
attractiveness of an industry in terms of five
competitive forces:
• the threat of entry,
• the threat of substitutes,
• the bargaining power of buyers,
• the bargaining power of suppliers and
• the extent of rivalry between competitors.
The five forces constitute an industry’s ‘structure’.
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Johnson, Whittington and Scholes, Exploring Strategy, 9th Edition, © Pearson Education Limited 2011
The five forces framework (1)
Figure 2.2 The five forces framework

The Threat of Entry & Barriers to Entry
• The threat of entry is low when the barriers to entry are
high and vice versa.
• The main barriers to entry are:
 Economies of scale/high fixed costs
 Experience and learning
 Access to supply and distribution channels
 Differentiation and market penetration costs
 Government restrictions (e.g. licensing)
• Entrants must also consider the expected retaliation from
organisations already in the market
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Threat of Substitutes
Substitutes are products or services that offer a similar
benefit to an industry’s products or services, but by a
different process.
Customers will switch to alternatives (and thus the threat
increases) if:
• The price/performance ratio of the substitute is superior
(e.g. aluminium maybe more expensive than steel but it
is more cost efficient for some car parts)
• The substitute benefits from an innovation that improves
customer satisfaction (e.g. high speed trains can be quicker
than airlines from city centre to city centre)
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The bargaining power of buyers
Buyers are the organisation’s immediate
customers, not necessarily the ultimate
consumers.
If buyers are powerful, then they can demand
cheap prices or product / service improvements
to reduce profits .
Buyer power is likely to be high when:
 Buyers are concentrated
 Buyers have low switching costs
 Buyers can supply their own inputs (backward vertical
integration)
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The bargaining power of suppliers
Suppliers are those who supply what
organisations need to produce the product or
service. Powerful suppliers can eat into an
organisation’s profits.
Supplier power is likely to be high when:
The suppliers are concentrated (few of them).
Suppliers provide a specialist or rare input.
Switching costs are high (it is disruptive or expensive to
change suppliers).
Suppliers can integrate forwards (e.g. low cost airlines
have cut out the use of travel agents).
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Rivalry between competitors
Competitive rivals are organisations with similar
products and services aimed at the same customer
group and are direct competitors in the same
industry/market (they are distinct from substitutes).
The degree of rivalry is increased when :
 Competitors are of roughly equal size
 Competitors are aggressive in seeking leadership
 The market is mature or declining
 There are high fixed costs
 The exit barriers are high
 There is a low level of differentiation
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Implications of five forces analysis
• Identifies the attractiveness of industries –
which industries/markets to enter or leave.
• Identifies strategies to influence the impact of
the forces, for example, building barriers to
entry by becoming more vertically integrated.
• The forces may have a different impact on
different organisations e.g. large firms can deal
with barriers to entry more easily than small
firms.
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Issues in five forces analysis
• Apply at the most appropriate level – not
necessarily the whole industry. E.g. the European
low cost airline industry rather than airlines
globally.
• Note the convergence of industries – particularly in
the high tech sectors (e.g. digital industries -
mobile phones/cameras/mp3 players).
• Note the importance of complementary products
and services (e.g. Microsoft windows and McAfee
computer security systems are complements). This
can almost be considered as a sixth force.
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The value net
Figure 2.3 The value net
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Comparative industry structure analysis
Figure 2.5 Comparative industry structure analysis
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Types of industry (1)
• Monopolistic industries - an industry with one firm and therefore no
competitive rivalry. A firm has ‘monopoly power’ if it has a dominant
position in the market.
• Oligopolistic industries - an industry dominated by a few firms with
limited rivalry and in which firms have power over buyers and suppliers.
• Perfectly competitive industries - where barriers to entry are low, there
are many equal rivals each with very similar products, and information
about competitors is freely available. Few (if any) markets are ‘perfect’ but
may have features of highly competitive markets, for example, taxi service
in Sri Lanka.
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Types of industry (2)
• Hypercompetitive industries - where the
frequency, boldness and aggression of competitor
interactions accelerate to create a condition of
constant disequilibrium and change.
• Hypercompetition often breaks out in otherwise
oligopolistic industries (e.g. mobile phones).
• Organisations interact in a series of competitive
moves in hypercompetition which often becomes
extremely rapid and aggressive as firms vie for
market leadership.
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Cycles of competition
Figure 2.6 Cycles of competition
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The industry life cycle
Figure 2.4 The industry life cycle
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Strategic Groups
Strategic groups are organisations within an industry or
sector with similar strategic characteristics, following
similar strategies or competing on similar bases.
• These characteristics are different from those in other
strategic groups in the same industry or sector.
• There are many different characteristics that
distinguish between strategic groups.
• Strategic groups can be mapped on to two
dimensional charts – maps. These can be useful tools
of analysis.
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Characteristics for identifying
strategic groups
Figure 2.7 Some characteristics for identifying strategic groups
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Uses of strategic group analysis
• Understanding competition - enables focus on direct competitors within
a strategic group, rather than the whole industry. (E.g. Tesco will focus on
Sainsburys and Asda)
• Analysis of strategic opportunities - helps identify attractive ‘strategic
spaces’ within an industry.
• Analysis of ‘mobility barriers’ i.e. obstacles to movement from one
strategic group to another. These barriers can be overcome to enter more
attractive groups. Barriers can be built to defend an attractive position in a
strategic group.
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Market segments
A market segment is a group of customers who have
similar needs that are different from customer needs in
other parts of the market.
• Where these customer groups are relatively small, such
market segments are called ‘niches’.
• Customer needs vary. Focusing on customer needs that
are highly distinctive is one means of building a secure
segment strategy.
• Customer needs vary for a variety of reasons - these
factors can be used to identify distinct market segments.
• Not all segments are attractive or viable market
opportunities – evaluation is essential.
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Bases of market segmentation (1)
Table 2.1 Some bases of market segmentation 34

Who are the strategic customers?
A strategic customer is the person(s) at whom the
strategy is primarily addressed because they have
the most influence over which goods or services are
purchased.
Examples:
• For a food manufacturer it is the multiple retailers
(e.g. Cargills) that are the strategic customers
not the ultimate consumer.
• For a pharmaceutical manufacturer it is the health
authorities and hospitals not the final patient.
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Critical success factors (CSFs)
• Critical success factors are those factors that are either particularly
valued by customers or which provide a significant advantage in terms of
cost.
• Critical success factors are likely to be an important source of competitive
advantage if an organisation has them (or a disadvantage if an
organisation lacks them).
• Different industries and markets will have different critical success factors
(e.g. in low cost airlines the CSFs will be punctuality and value for money
whereas in full service airlines it is all about quality of service).
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Blue ocean thinking
• ‘Blue oceans’ are new market spaces where competition is minimised.
• ‘Red Oceans’ are where industries are already well defined and rivalry is
intense.
• Blue Ocean thinking encourages entrepreneurs and managers to be
different by finding or creating market spaces that are not currently being
served.
• A ‘strategy canvas’ compares competitors according to their
performance on key success factors in order to develop strategies based
on creating new market spaces.
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Strategy canvas
Figure 2.9 Strategy canvas for electrical components companies 38

Chapter summary (1)
• Environmental influences can be thought of as layers
around an organisation, with the outer layer making up
the macro-environment, the middle layer making up the
industry or sector and the inner layer strategic groups
and market segments.
• The macro-environment can be analysed in terms of the
PESTEL factors, from which key drivers of change can
be identified. Alternative scenarios about the future can
be constructed according to how the key drivers develop.
• Industries and sectors can be analysed in terms of
Porter’s five forces – barriers to entry, substitutes, buyer
power, supplier power and rivalry. Together, these
determine industry or sector attractiveness.
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Chapter summary (2)
• Industries and sectors are dynamic, and their changes
can be analysed in terms of the industry life cycle, comparative
five forces radar plots and hypercompetitive cycles of
competition.
• In the inner layer of the environment, strategic group analysis,
market segment analysis and the strategy canvas can help
identify strategic gaps or opportunities.
• Blue Ocean strategies characterised by low rivalry are likely to
be better opportunities than Red Ocean strategies with many
rivals.
• The most important reason for environmental analysis is to
identify OPPORTUNITIES AND THREATS
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