Topic5 Tailoring Strtgs

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  • 1. Tailoring Strategy to Fit Specific Industry and Company Situations
  • 2. “ The best strategy for a given firm is ultimately a unique construction reflecting its particular circumstances.” Michael E. Porter
  • 3. Industry Life Cycle Analysis
    • The strength and nature of the five forces change as an industry evolves through its life cycle
    • Managers must anticipate how the forces will changes as the industry evolves and formulate appropriate strategies
  • 4. Stages in the Industry Life Cycle
  • 5. Shakeout: Growth in Demand and Capacity
  • 6.
    • Strategies for:
    • Competing in Emerging Industries
    • Competing in Turbulent, High Velocity Markets
    • Competing in Maturing Industries
    • Firms in Stagnant or Declining Industries
    • Competing in Fragmented Industries
    • Sustaining Rapid Company Growth
    • Industry Leaders
    • Runner-up Firms
    • Weak and Crisis-Ridden Businesses
    • 10 Commandments for crafting Successful Business Strategies
  • 7. Matching Strategy to a Co’s Situation Most important drivers shaping a firm’s strategic options fall into two categories
      • Firm’s competitive capabilities, market position, best opportunities
      • Nature of industry and competitive conditions
  • 8. 1. Features of an Emerging Industry
    • New and unproven market
    • Proprietary technology
    • Lack of consensus regarding which competing technology will win out
    • Low entry barriers
    • Experience curve effects- cost reductions as volume builds
  • 9. Emerging Industry (contd)
    • First-time users; inducing initial purchase & overcoming customer concerns
    • First-generation products - buyers delay purchase until technology matures
    • Possible difficulties in securing RM
    • Firms struggle to fund R&D, operations and build resource capabilities for rapid growth
  • 10. Strategy Options in Emerging Industries
    • Win early industry leadership by employing a bold, creative strategy
    • Push to perfect technology, improve product quality, and develop attractive performance features
    • Move quickly when a dominant technology emerges
    • Form strategic alliances with
      • Key suppliers or
      • Cos having related technological expertise
  • 11. Strategy options in Emerging Industries (contd)
    • Capture potential first-mover advantages
    • Pursue
      • New customers and user applications
      • Entry into new geographical areas
    • Focus advertising emphasis on
      • Increasing frequency of use
      • Creating brand loyalty
    • Use price cuts to attract price-sensitive buyers
  • 12. 2. Features of High-Velocity Markets
    • Rapid-fire technological change
    • Short product life-cycles
    • Entry of important new rivals
    • Frequent launches of new competitive moves
    • Rapidly evolving customer expectations
  • 13. Strategy Options in High-Velocity Markets
    • Invest aggressively in R&D
    • Develop quick response capabilities
      • Shift resources
      • Adapt competencies
      • Create new competitive capabilities
      • Speed new products to market
    • Use strategic partnerships to develop specialized expertise and capabilities
    • Initiate fresh actions every few months
    • Keep products/services fresh and exciting
  • 14. Key Success Factors in High Velocity Markets
    • Cutting-edge expertise
    • Speed in responding to new developments
    • Collaboration with others
    • Agility
    • Innovativeness
    • Opportunism
    • Resource flexibility
    • First-to-market capabilities
  • 15. 3.Industry Maturity: Standout Features
    • Slowing demand  stiffer competition
    • More sophisticated buyers  bargains
    • Greater emphasis on cost and service
    • No addition in production capacity
    • Product innovation & new end uses - rare
    • International competition increases
    • Industry profitability falls
    • Mergers & acquisitions reduce no of rivals
  • 16. Strategy Options in a Mature Industry
    • Prune marginal products and models
    • Emphasize innovation in the value chain
    • Strong focus on cost reduction
    • Increase sales to present customers
    • Purchase rivals at bargain prices
    • Expand internationally
    • Build new flexible competitive capabilities
  • 17. Strategic Pitfalls in Maturing Industry
    • Employing a ho-hum strategy with no distinctive features thus leaving firm “stuck in the middle”
    • Concentrating on short-term profits rather than strengthening long-term competitiveness
    • Being slow to adapt competencies to changing customer expectations
    • Being slow to respond to price-cutting
    • Having too much excess capacity
    • Overspending on marketing
    • Failing to pursue cost reductions aggressively
  • 18.
    • Demand grows more slowly than economy as whole (or even declines)
    • Competitive pressures intensify – rivals battle for market share
    • To grow and prosper, firm must take market share from rivals
    • Industry consolidates to a smaller number of key players via mergers and acquisitions
    Stagnant/declining industries: Standout Features
  • 19. Strategy Options in Stagnant/Declining Industry
    • Pursue focus strategy aimed at fastest growing market segments
    • Stress differentiation based on quality improvement or product innovation
    • Work diligently to drive costs down
      • Cut marginal activities from value chain
      • Use outsourcing
      • Redesign internal processes to exploit e-commerce
      • Consolidate under-utilized production facilities
      • Add more distribution channels
      • Close low-volume, high-cost distribution outlets
      • Prune marginal products
  • 20.
    • Getting embroiled in a profitless battle for market share with stubborn rivals
    • Diverting resources out of business too quickly
    • Being overly optimistic about industry’s future (believing things will get better)
    Stagnant Industry: Strategic Mistakes
  • 21. Limitations of Models for Industry Analysis
    • Life cycle issues
      • The embryonic stage can sometimes be skipped
      • Industry growth can be revitalized
      • The time span of the stages can vary
    • Innovation and change
      • Innovation can unfreeze and reshape industry structure
      • An industry may be hypercompetitive, with permanent and ongoing change
  • 22. Comp features-Fragmented Industries
    • Absence of market leaders
    • Buyer demand diverse & scattered that many firms are required to satisfy buyer needs
    • Low entry barriers
    • Absence of scale economies
    • Buyers require small amounts of customized products
    • Market for industry’s product may be globalizing, putting cos across world in same market arena
    • Exploding technologies force firms to specialize just to keep up in their area of expertise
    • Industry is young & crowded, with no firm having yet commanding a large market share
  • 23. Examples - Fragmented Industries
    • Book publishing
    • Landscaping and plant nurseries
    • Auto repair
    • Restaurant industry
    • Women’s dresses
    • Paperboard boxes
    • Hotels and motels
    • Furniture
  • 24.
    • Construct and operate “formula” facilities
    • Become a low-cost operator
    • Specialize by product type
    • Specialize by customer type
    • Focus on limited geographic area
    Strategy Options in Fragmented Industry
  • 25. 3 Strategy Horizons for Rapid Growth
  • 26. Pursuing multiple Strategy Horizons
    • Firm should not pursue all options to avoid stretching itself too thin
    • Pursuit of medium & long-jump initiatives may cause firm to stray far from its core comptency
    • Competitive advantage difficult to achieve in medium & long-jump businesses that do not mesh well with firm’s present strengths
    • Payoffs of long-jump initiatives may prove elusive
  • 27.
    • Industry leaders
    • Runner-up firms
    • Weak or crisis-ridden firms
    Strategies based on Co’s Mkt Position
  • 28. # 1. INDUSTRY LEADERS
  • 29. Defining Characteristics
    • Strong to powerful market position
    • Well-known reputation
    • Proven strategy
    • Key strategic concern – How to sustain dominant leadership position
  • 30. Strategy Options: Industry Leaders Stay-on-the-offensive strategy Fortify-and-defend strategy Muscle-flexing strategy
  • 31. Stay-on-the-Offensive Strategies
    • Be a first-mover, leading industry change
    • Best defense is a good offense
    • Pursue continuous improvement & innovation
    • Force rivals to scramble to keep up
    • Launch fresh initiatives to keep rivals off balance
    • Grow faster than industry, taking mkt share from rivals
  • 32. Fortify-and-Defend Strategy
    • Make it harder for new firms to enter and for challengers to gain ground
    • Hold onto present market share
    • Strengthen current market position
    • Protect competitive advantage
    Objectives
  • 33. Strategic Options
    • Increase advertising and R&D
    • Provide higher levels of customer service
    • Introduce more brands to match rivals’ attributes
    • Add personalized services to boost buyer loyalty
    • Keep prices reasonable and quality attractive
    • Build new capacity ahead of market demand
    • Invest enough to remain cost competitive
    • Patent feasible alternative technologies
    • Sign exclusive contracts with best suppliers & distributors
    Fortify-and-Defend Strategy
  • 34. Muscle-Flexing Strategy
    • Play competitive hardball with smaller rivals that threaten leader’s position
    • Signal smaller rivals that moves to cut into leader’s business will be hard fought
    • Convince rivals they are better off playing “follow-the-leader” or else attacking each other rather the industry leader
    Objectives
  • 35. Muscle-Flexing Strategy Strategic Options
    • Be quick to meet price cuts of rivals
    • Counter with promotional campaigns
    • Offer better deals to rivals’ major customers
    • Dissuade distributors from carrying rivals’ products
    • Provide salespersons with information about weaknesses of competing products
    • Make attractive offers to key execs of rivals
    • Use arm-twisting tactics on present customers not to use rivals’ products
  • 36. Muscle-Flexing Strategy Risks
    • Running afoul of antitrust laws
    • Alienating customers with bullying tactics
    • Arousing adverse public opinion
  • 37. #2. RUNNER-UP FIRMS
  • 38. Types of Runner-up Firms
    • Market challengers
      • Use offensive strategies to gain market share
    • Focusers
      • Concentrate on serving a limited portion of market
    • Perennial runners-up
      • Lack competitive strength to do more than continue in trailing position
  • 39.
      • Less access to economies of scale
      • Difficulty in gaining customer recognition
      • Inability to afford mass media advertising
      • Difficulty in funding capital requirements
    Obstacles for Runner-Up Firms
  • 40. Strategic Options
    • When big size provides larger rivals with a cost advantage, runner-up firms have two options
      • Build market share
        • Lower costs and prices to grow sales or
        • Out-differentiate rivals in ways to grow sales
      • Withdraw from market
  • 41. Building Market Share
    • Strategic options for building market share to overcome cost advantage of larger rivals
      • Use lower prices to win customers from weak, higher-cost rivals
      • Merge or acquire rivals to achieve size needed to capture greater scale economies
      • Invest in new cost-saving facilities & equipment, relocating operations where costs are lower
      • Pursue technological innovations or radical value chain revamping to achieve cost-savings
  • 42.
    • Where big size does not yield a cost advantage, runner-up firms have 7 options
      • 1. Offensive strategies to build market share
      • 2. Growth-via-acquisition strategy
      • 3. Vacant niche strategy
      • 4. Specialist strategy
      • 5. Superior product strategy
      • 6. Distinctive image strategy
      • 7. Content follower strategy
    Strategic Options for Runner-Up Firms Not Disadvantaged By Smaller Size
  • 43. Offensive Strategies for Runner-Up Firms
    • Best “mover-and-shaker” offensives
      • Pioneer a leapfrog technological breakthrough
      • Get new/better products into market ahead of rivals and build reputation for product leadership
      • Be more agile and innovative in adapting to evolving market conditions and customer needs
      • Forge attractive strategic alliances with key distributors and/or marketers of similar products
      • Find innovative ways to dramatically drive down costs to win customers from higher-cost rivals
      • Craft an attractive differentiation strategy
  • 44. Acquisition Strategies
    • Frequently used strategy of ambitious runner-up firms
    • To succeed, top managers must have skills to
      • Assimilate operations of acquired firms, eliminating duplication and overlap,
      • Generate efficiencies and cost savings, and
      • Structure combined resources to create stronger competitive capabilities
  • 45.
    • Focus strategy concentrated on end-use applications market leaders have neglected
    • Characteristics of an ideal vacant niche
      • Sufficient size to be profitable
      • Growth potential
      • Well-suited to a firm’s capabilities
      • Hard for leaders to serve
    Vacant Niche Strategies
  • 46. Specialist Strategy for Runner-Up Firms
    • Strategy concentrated on being a leader based on
      • Specific technology
      • Product uniqueness
      • Expertise in
        • Special-purpose products
        • Specialized know-how
        • Delivering distinctive customer services
  • 47. Superior Product Strategy
    • Differentiation-based focused strategy based on
      • Superior product quality or
      • Unique product attributes
    • Approaches
      • Fine craftsmanship
      • Prestige quality
      • Frequent product innovations
      • Close contact with customers to gain input for better quality product
  • 48.
    • Strategy concentrated on ways to stand out from rivals
    • Approaches
      • Reputation for charging lowest price
      • Prestige quality at a good price
      • Superior customer service
      • Unique product attributes
      • New product introductions
      • Unusually creative advertising
    Distinctive Image Strategy
  • 49. Content Follower Strategy
    • Strategy involves avoiding
      • Trend-setting moves and
      • Aggressive moves to steal customers
    • Approaches
      • Do not provoke competitive retaliation
      • React and respond
      • Defense rather than offense
      • Keep same price as leaders
      • Attempt to maintain market position
  • 50. # 3. WEAK BUSINESSES
  • 51. Strategic Options
    • Launch an offensive turnaround strategy (if resources permit)
    • Employ a fortify-and-defend strategy (to the extent resources permit)
    • Pursue a fast-exit strategy
    • Adopt an end-game strategy
  • 52. Achieving a Turnaround
    • Sell off assets to generate cash reduce debt
    • Revise existing strategy
    • Launch efforts to boost revenues
    • Cut costs
    • Combination of efforts
  • 53. Liquidation Strategy
    • Wisest strategic option if:
      • Lack of resources
      • Dim profit prospects
      • Unpleasant strategic option
      • Hardship of job eliminations
      • Effects of closing on local community
  • 54. End-Game Strategy?
    • Objectives
      • Short-term - Generate largest feasible cash flow
      • Long-term - Exit market
    • Sacrificing market position for near-term cash flow/profit
  • 55. Types of End-Game Options
    • Reduce operating budget to rock-bottom
    • Hold reinvestment to minimum
    • Emphasize stringent internal cost controls
    • Low priority on new capital investments
    • Raise price gradually
    • Trim promotional expenses
    • Reduce quality in non-visible ways
    • Curtail non-essential customer services
    • Shave equipment maintenance
  • 56. When Should an End-Game Strategy be Considered?
    • Industry’s long-term prospects are unattractive
    • Building up business would be too costly
    • Market share is increasingly costly to maintain
    • Lesser competitive effort will not trigger immediate fall-off in sales
    • Freed-up resources can be redeployed in higher opportunity areas
    • Business is not a major component of diversified firm’s portfolio of businesses
    • Business does not contribute other desired features to overall business portfolio
  • 57. 10 Commandments for crafting Successful Business Strategies
  • 58.
    • Always put top priority on crafting & executing strategic moves that enhance a firm’s competitive position in long-term and that helps establish it as an industry leader.
  • 59.
    • Be prompt in adapting and responding to changing market conditions and unmet customer needs for better, emerging technological alternatives, and new initiatives of rivals.
  • 60.
    • Invest in creating sustainable competitive advantage.
    • Avoid strategies capable of succeeding only in the best of circumstances.
    • Don’t underestimate the reactions and the commitment of rival firms.
  • 61.
    • Consider that attacking competitive weakness is usually more profitable than attacking competitive strength.
    • Be judicious in cutting prices without an established cost advantage.
  • 62.
    • Employ bold strategic moves in pursuing differentiation strategies so as to open up very meaningful gaps in quality/service/etc
    • Endeavor not to get stuck with no coherent long-term strategy or distinctive competitive position, and little prospect of climbing into the ranks of the industry leaders.
  • 63.
    • Be aware that aggressive strategic moves to wrest crucial market share away from rivals often provoke aggressive retaliation in the form of a marketing “arms race” and/or price wars.