Situation analysis
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Situation Analysis. Hierarchy of External Influences. P olitical/Legal E conomic S ocio-Cultural T echnical G lobal. Remote Environment. Competitive Environment. Firm. Five Forces Competitors Industry Structure Strategic Groups Political/Legal. Industry Vital Statistics.

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Situation Analysis

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Situation analysis

Situation Analysis


Hierarchy of external influences

Hierarchy of External Influences

  • Political/Legal

  • Economic

  • Socio-Cultural

  • Technical

  • Global

Remote Environment

Competitive Environment

Firm

  • Five Forces

  • Competitors

  • Industry Structure

  • Strategic Groups

  • Political/Legal


Industry vital statistics

Industry Vital Statistics

  • Industry scope: How is the industry defined? What are its boundaries?

  • General: Size, growth rate

  • Key Players: Rivals, customers, suppliers, government agencies

  • Structure: Fragmented vs. concentrated; vertically integrated, etc.

  • Performance: Profit levels, trends, distribution of, variability of


Life cycle stage growth is good

Life Cycle StageGrowth is Good

Growth Rate

Time


Innovation cycle time slow is good unless you re the one driving innovation

Innovation Cycle TimeSlow is good, unless you’re the one driving innovation

Growth Rate

t1

t2

t3

Time


Concentrated structure

Concentrated Structure

Fringe

Players

Dominant

Player

No. 2

Concentrated is good, if you’re No. 1 or No. 2

…or, if you’re a smaller player in a protected niche


Fragmented structure

Fragmented Structure

No Clear

No. 2

Multiple

Players

No Dominant

Player

Fragmented is good, if you’ve got the best strategy/technology


Situation analysis

Porter’s Five-Forces of Industry Analysis

Threat

of

New Entry

(+) or (-) or no influence on...

Profit = (P – C) x Qty.

Intensity

of

Rivalry

Bargaining Power

of Suppliers

Bargaining Power

of Buyers

Threat of Substitute Products


Situation analysis

Intensity of Rivalry Among Existing Competitors

Plays out in the following ways:

Jockeying for strategic position

*

Price competition

*

Advertising wars -- Coke vs. Pepsi

*

Increasing consumer warranties or service

*

*

  • New product introductions – Cheerios cereal (14 types)

  • Regular Cheerios

  • Apple-Cinnamon Cheerios

  • Honey-Nut Cheerios

  • Frosted Cheerios

  • Three-Grain Cheerios

  • Cheerios with Berries (blueberry, strawberry, banana, mixed)

  • Yogurt Cheerios (vanilla or straw)

  • Fruity Cheerios (like Fruit Loops, only healthier)


Situation analysis summary grid

Situation Analysis Summary Grid


Situation analysis newspapers

Situation Analysis – Newspapers


Strategic map

Strategic Map

Strategic Dimension

/ Coordinate #2

Strategic Dimension / Coordinate #1


Strategic map beer pre light pre microbrew

Strategic Map: Beer (Pre-light / Pre-microbrew)

Dark/Full

Amber

Regular

Light

Low Price

High Price


Situation analysis

Strategic Map: Beer (Current)

Guinness

Blackened Voodoo

Anchor Porter

Dark/Full

Killian’s Brown

Lowenbrau Dark

Amber Bock

Lowenbrau

Amber

Regular

Sam Adams

Bass Ale

Pilsner Urquell

Killian’s Red

Red Wolf

Bud

Miller

Old Swill

Light

Milwaukee’s

Best Light

Miller Lite

Bud Light

Amstel

Cardinal

Low Price

High Price


Strategic map beer like beverages

Strategic Map: Beer-like Beverages?

Guinness

Blackened Voodoo

Anchor Porter

Woodchuck

Cider

Dark/Full

Mike’s

Hard

Lemon

Amber

Regular

Sam Adams

Bass Ale

Pilsner Urquell

Killian’s Red

Red Wolf

Smirnoff

Ice

Bud

Miller

New

Strategic

Dimension

Milwaukee’s

Best Light

Light

Low Price

High Price


Situation analysis

Situation Analysis of Coffee Industry

Major Rivals:

Major Products:

Customer Segments:

Other

Characteristics:


Situation analysis

Situation Summary Grid –Coffee Industry


Situation analysis

Strategic Map of Coffee Industry

Strategic Dimension #2

Strategic Dimension #1

Don’t use Price

as a dimension


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