THEME 3 Flashcards
(119 cards)
Strategy
Medium to long-term plans of a business to achieve its corporate objectives
- made by senior management
- Details how objectives will be met
- Requires investment of resources
Tactics
Short-term actions made by a business
- Made by managers
- Decisions can be changed easily
- Made on a day-to-day basis
Mission statement
Brief written statement outlining main purpose of business
- Shared focus for all employees
- Provides guidance
- States overall goal
- Mission - overall reason for business’ existence
Factors influencing business’ mission
- Personal lives/ values/ objectives
- Business ownership
- Nature of industry
- Degree of competition
Corporate objectives
Specific medium to long-term goals, form business’ guiding principles
- Informs corporate strategy
- Quantifiable targets
- Tend to be SMART
- Coordinates functional areas in business
Critical appraisal
To systematically identify a business’ weakness and strengths
Corporate strategy
Medium to long-term plans of a business (how objectives will be met)
- Will be informed by assessment of internal weaknesses and strengths + external opportunities and threats
Factors affecting strategies
- Corporate objectives
- Competitive environment
- Leader’s attitude to risk
- Distinctive capabilities
Ansoff’s Matrix
Assesses the degree of risk vs potential reward for strategic options based on whether the market and/or product are new/existing
Market penetration
Low risk strategy/ limited potential reward
(+)
- Gain market share
- Encourage customers to buy more
- Extension strategies
(-)
- Short-term only
- Saturated market
- Competitor reactions
Market development
Risk = lack of knowledge of customers
(+)
- New international market
- Change promotional tactics
- New distribution channels
(-)
- Product = not accepted, undesirable, misunderstood
- Lack of understanding for new market
- Alienation of current customers
Product development
Risk - not knowing products/ High R&D costs/ competitor’s reactions
(+)
- Launch improved version of existing product
- Introduce complementary products
- New product innovations
(-)
- Risk of cannibalisation
- Shorten product life cycle of existing products
- Damage to brand
Diversification
High risk - unknown market + product
(+)
- R&D into products and market research into markets
- Introduce complementary products
- New product innovations
(-)
- Relies heavy on investment
- Cultural differences
- Brand name may be diluted
Porter’s strategic matrix
Highlights potential strategic positions in relation to competitive scope and advantage
Product portfolio analysis
Analyses range of products and brands a business has under its control
Aims to reach a wide audience through product/ market development
- Spreads risk by having various products at different stages of product life cycle
- Identify + fill gaps in market
- Economies of scale due to increases scale of operation
Distinctive capabilities
Combined expertise, knowledge and experience of leaders and founders of a business that create unique set of qualities
Kay’s theory of distinctive capabilities
- Architecture; Relationship with stakeholders, employees, suppliers and customers
- Innovation; successful introduction of new products
- Reputation
SWOT analysis
Diagnostical tool to identify internal strengths & weaknesses +external opportunities and threats
- Helps decision making
- Structured approach to analysis
- Encourages employees at different levels of the hierarchy to contribute
PESTLE
Political
Economic
Social
Technological
Legal
Environmental
Political environment
Government actions that influence the behaviour of business and their customers
- Provides training to start-up businesses to encourage enterprise
Entrepreneurs and SME’s impact on businesses
(Governments will take action to encourage entrepreneur or small to medium enterprises [SME])
- Creates competition, drives down prices and glues customers on a choice
- Supply goods & services to business and customers, may supply to large businesses
- Offers expertise & specialisms, may operate in a niche market
Entrepreneurs & SME’s impact on the economy
- Provides employment for entrepreneur & others
- Pays taxes
- May be big businesses in the future
Regulations
Creation of rules within an industry to modify the behaviour of a business
- Protects consumers against abuse of monopolies, who raise prices
- Creates environment which encourages businesses to strive efficiency through reduced costs
- Ensure quality and choice are maintained
De-regulation
The process of opening up markets by removing rules and regulations
- Strive to reduce costs to complete efficiency
- Strive to meet customer demands by reducing prices and providing greater range of products