Analyzing the Current Situation
Feb 09, 2016
Analyzing the Current Situation
Today’s Discussion (Overview)
Environmental Scanning and Analysis
Analyzing the Internal EnvironmentMissionResourcesOfferingPrevious ResultsBusiness RelationshipsKeys to Success and Warning Signs
Overview ContinuedAnalyzing the External Environment
Demographic TrendsConsumer DemographicsBusiness Demographics
Economic TrendsEcological TrendsTechnological TrendsPolitical-Legal TrendsSocial-Cultural TrendsCompetitor analysisSWOT Analysis
Environmental ScanningMacro-environment
Broad demographic, economic, ecological, technological, political-legal and social-cultural forces
Micro-environmentSpecific groups that more directly
influence performance, such as customers, competitors, channel members, partners, suppliers, and employees
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
KodakStrengthsWeaknessesThreatsOpportunities
Internal Environment (Resources)
Offerings (Products)What products are being offeredWhat price pointsWhich customer segmentsWhat is the age, sales and profit trendsNew productsMarket shareImportance of each product (supplements)How does each product support the bottom lineDoes one product account for a large % of salesPLC can it be extended
Business RelationshipsDo suppliers and distributors
Have the capacity to increase volume if needed
Maintain a suitable quality levelCan be true partners in adding valueHas the roster changed over timeIs the company dependent on one
partner
Identify warning signs early
External Environment 1 2
Ryanair1991 pre low cost adLow cost no frillsOwn planes Boeing 737sFast turn around 25 minutes on groundUnder utilized Regional airports
Lower fees, Best on timeCarry and stow own bags, no in-flight
services Flight attendants pay for own training
and uniform
More RyanairPays no fees to computer
reservations systems and no commissions
Competition from Major airlinesEasyjet Marketing costs same per
passenger-kilometerToo much growth?Documentary
Porter’s generic StrategiesCost leadershipDifferentiationFocus
New coke