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Strategic Business Analysis: Macro & Micro Environmental Scanning for Kodak and Ryanair

In this analysis, we delve into the current situation of Kodak and Ryanair by examining their internal environments, offerings, business relationships, and external market trends. We conduct a SWOT analysis, explore strengths, weaknesses, opportunities, and threats, and evaluate the importance of market positioning. The study also includes a detailed look at Ryanair's low-cost model, strategies, competition, and growth considerations.

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Strategic Business Analysis: Macro & Micro Environmental Scanning for Kodak and Ryanair

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Presentation Transcript

  1. Analyzing the Current Situation

  2. Today’s Discussion (Overview) • Environmental Scanning and Analysis • Analyzing the Internal Environment • Mission • Resources • Offering • Previous Results • Business Relationships • Keys to Success and Warning Signs

  3. Overview Continued • Analyzing the External Environment • Demographic Trends • Consumer Demographics • Business Demographics • Economic Trends • Ecological Trends • Technological Trends • Political-Legal Trends • Social-Cultural Trends • Competitor analysis • SWOT Analysis

  4. Environmental Scanning • Macro-environment • Broad demographic, economic, ecological, technological, political-legal and social-cultural forces • Micro-environment • Specific groups that more directly influence performance, such as customers, competitors, channel members, partners, suppliers, and employees

  5. SWOT • Strengths • Internal capabilities that can help the firm achieve its goals and objectives • Weaknesses • Internal factors that can prevent the firm from achieving its goals and objectives • Opportunities • External circumstances that the organization might be able to exploit for higher performance • Threats • External circumstances that might hurt the organization’s performance, now or in the future

  6. Kodak • Strengths • Weaknesses • Threats • Opportunities

  7. InternalEnvironment (Resources)

  8. Offerings (Products) • What products are being offered • What price points • Which customer segments • What is the age, sales and profit trends • New products • Market share • Importance of each product (supplements) • How does each product support the bottom line • Does one product account for a large % of sales • PLC can it be extended

  9. Business Relationships • Do suppliers and distributors • Have the capacity to increase volume if needed • Maintain a suitable quality level • Can be true partners in adding value • Has the roster changed over time • Is the company dependent on one partner

  10. Identify warning signs early

  11. ExternalEnvironment12

  12. Ryanair • 1991 pre low cost ad • Low cost no frills • Own planes Boeing 737s • Fast turn around 25 minutes on ground • Under utilized Regional airports • Lower fees, Best on time • Carry and stow own bags, no in-flight services • Flight attendants pay for own training and uniform

  13. More Ryanair • Pays no fees to computer reservations systems and no commissions • Competition from Major airlines • Easyjet • Marketing costs same per passenger-kilometer • Too much growth? • Documentary

  14. Porter’s generic Strategies • Cost leadership • Differentiation • Focus

  15. New coke

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