Position and GAP Analysis

1. Position and GAP Analysis
1
• Forecasting (Covered in
Analysis)
• Scenario Planning (Covered in
Analysis)
• Real Options (Covered in
Analysis)
• Game Theory (Covered in Game
Theory)
• Corporate Appraisal
• GAP analysis

2. Position Auditing – answers question “Where are we know?
And is viewed as being starting point of strategic choice
•SWOT analysis is framework to assist company
•IT helps to assist Position audit.
•What is the organisation chose to do nothing, Go for strategic Option
– Current issues
– Relevant problems
– Strategic capability
•It asks the question where are we know?
•It’s starting point of strategic choice
•Audit is undertaken by team with a present budget, objectives listing and
support functions
•Management accountant will be involved with delivering and monitoring
the information flows into process.
2

3. SWOT Analysis – Where are we know
• Things Which we are doing well and
that competition are not doing.
• What are our Major Success?
• The things which we are not doing well (Needs
improvement) but should be doing well
• What our Major Failures?
• Events or changes in external
environment that can be exploited
• Things likely to go well in future.
• Events or changes in the external
Environment we need to protect ourselves
from or defend over selves against
• Thing likely to go bad in future
Strength Weakness
Opportunity Threat
SW helps in analysing internal environment
OT helps in analysing External environment
3

4. Position Audit would seek to identify
4
Threat Focussing Weakness
• Should be on Priority
• Company seek to identify and there
possible solutions.
• This requires a defensive response
• This may necessitate rapid change
Threat Focussing Strength
• Review the supposed strength to ensure
still strong as previously though
• What is good today may not be
tomorrow
Opportunity focussing Weakness
• Require management to make decision
to change and pursue the opportunity
• Ignore the prospect and ensure resources
are not wasted in the area of future
• Substantial change is required if
company pursue this opportunity
• Check the internal competencies and
allow them to exploit
Opportunity focussing Strength
• Opportunity to develop advantage in the
marketplace
• Check the research and assess the
strength again

5. Steps involved to identify what would happen
Identification
of current
Issues
Analyse and
identify the
relevant
problem
Consideration
of the
strategic
Capability and
its history
5

6. Case Study: Position Audit
6
Functions / Positions Meaning
Organization Structure and Types
Management Audit BoD and Senior Management
Financial Review Ratio and Trends
Strategy ? Its process of deviation
External Environment PEST
Culture and Change Involve Mix
Marketing Mix Marketing Mix
Human Resource Significance of HR
Information Strategies / Management
Objectives Ordering / Conflict / Shareholder
Misc. Taxation / Societal / International Issues

7. Strategy Concept
What are important elements of the service to be provided,
stated in terms of results produced for customers?
How are these elements supposed to be perceived by the target
market segment, by the market in general, by employees, by
others?
How do customers perceive the service concept?
What efforts does this suggest in terms of the manner in which
the service is designed, delivered, marketed?
7

8. Strategy Vision
What are important elements of the strategy: operations, financing,
marketing, organization, human resources, control?
On which will the most effort be concentrated?
Where will investments be made?
How will quality and cost be controlled: measures, incentives,
rewards?
What results will be expected versus competition in terms of, quality
of service, cost profile, productivity, morale/loyalty of servers?
8

9. Service Delivery System
What are important features of the service delivery
system including: role of people, technology,
equipment, layout, procedures?
What capacity does it provide, normally, at peak
levels?
To what extent does it, help insure quality standards,
differentiate the service from competition, provide
barriers to entry by competitors?
9

10. Corporate Appraisal Summary
•A Corporate Appraisal is an part of business planning process to assess
the organisation’s current position by Internal analysis and external
environment.
•Company must develop this strategy to capitalise strength, overcome
weakness by taking suitable opportunities and mitigating threat.
•Opportunities should be seen in relation to market as whole. They are
available to competitors as well.
10