Matrices dafo y mckinsey

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MARKETING TOOLS

DESDE LA MATRIZ DAFO A LAS MATRICES MCKINSEY

BLENDED EDUCATION

PROFESSOR Antonio Fontanini

Internal Environment

External Environment

The Strategic Management

Process Strategic Intent Strategic Mission

Strategic Competitiveness Above Average

Returns Feedback

Strategy Formulation

Business-Level Strategy

Competitive Dynamics

Corporate-Level Strategy

Global Strategy

Cooperative Strategies

Acquisitions & Restructuring

Strategy Implementation

Corporate Governance

Structure & Control

Strategic Leadership

Entrepreneurship & Innovation

Stra

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c In

puts

St

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Act

ions

St

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Out

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04/08/14

Customers Needs and other

Segmenting Dimensions

Company Mission, Objectives,

& Resources

Competitors Current & Prospective

S. W. O. T.

External Market Environment Technology, Political & Legal, Social & Cultural, Economic

Marketing Strategy Planning Process

Targeting & Segmentation

Positioning & Differentiation

Narrowing down to focused strategy with quantitative and qualitative screening criteria

STRATEGIC MANAGEMENT IN GLOBAL CORPORATIONS

Business Strategy Tools 5 FORCES ANALYSIS (PORTER) BCG, GE SWOT MATRIX IA (Industry Attractiveness) MATRIX (EFE) CS (Competitive Strenghts) MATRIX (EFI) 9-CELLS MATRIX (MAC KINSEY- GE MODEL) TOWS MATRIX (STRATEGIC MAIN LINES) ANSOFF MATRIX (GROWING STRATEGIES) SPACE MATRIX VALUE CHAIN ANALYSIS STRATEGIC GROUP MAP STRATEGIC FIT (SINERGIES) SIGMOID CURVE MATRIZ DE COMPLEJIDAD MAGIC MATRIX ONE PAGE PLAN

MATRIZ SWOT (DAFO)

trengths ASK yourself:

o  What advantages do you have? o  What do you do better than anyone? o  What unique or lowest-cost resources do

you have access to? o  What do people in your market see as your

strengths? o  What factors mean that you "get the

sale"?

eaknesses

ASK yourself: o  What could you improve? o  What should you avoid? o  What are people in your market likely

to see as weaknesses? o  What factors lose you sales?

pportunities

ASK yourself: o  Where are the good opportunities facing you? o  What are the interesting trends you are aware of? Useful opportunities: o  Changes in technology and markets on both a broad

and narrow scale. o  Changes in government policy related to your field. o  Changes in social patterns, population profiles,

lifestyle changes. o  Local events.

hreats ASK yourself:

o  What obstacles do you face? o  What is your competition doing that you should be

worried about? o  Are the required specifications for your job, products

or services changing? o  Is changing technology threatening your position? o  Do you have bad debt or cash-flow problems? o  Could any of your weaknesses seriously threaten your

business?

Example: Wal-Mart Strengths Wal-Mart is a powerful retail brand. It has a reputation for value for money, convenience and a wide range of products all in one store.

Weaknesses Wal-Mart is the World's largest grocery retailer and control of its empire, despite its IT advantages, could leave it weak in some areas due to the huge span of control.

Opportunities To take over, merge with, or form strategic alliances with other global retailers, focusing on specific markets such as Europe or the Greater China Region.

Threats Being number one means that you are the target of competition, locally and globally.

Strengths Starbucks Corporation is a very profitable organization, earning in excess of $600 million in 2004.

Weaknesses Starbucks has a reputation for new product development and creativity.

Opportunities New products and services that can be retailed in their cafes, such as Fair Trade products.

Threats Starbucks are exposed to rises in the cost of coffee and dairy products.

OPPORTUNITIES THREATS Global Market penetration (economies of scale) Local Competitors (firstly Chinese)

Snack Culture and Urbanization Global Competitors Distribution Center in the US and other major hubs Product cannibalism

Middle Class raising in emerging Countries Logistic costs increase

Real estate crisis Global crisis

STRENGHTS WEAKNESSES Cost Leadership strategy (Standardization) Centralized Distribution system

Different strategies (Customization, unique competencies)

Efficient Distribution

Information High Tech Fast delivery of new products, design and trends

SWOT ANALYSIS MATRIX: ZARA

MATRICES EFE, EFI Y MCKINSEY

Evaluating Opportunities: McKinsey Matrix In

dust

ry A

ttrac

tiven

ess

Business Strength H

igh

Med

ium

Lo

w

High Medium Low

Evaluating Opportunities In

dust

ry A

ttrac

tiven

ess

Business Strength H

igh

Med

ium

Lo

w

High Medium Low

No Growth

Borderline

Growth

Matrices EFE y EFI (Matrix IA and CS)

M.E.F.I. (CS) VALUE M.E.F.E. (IA)

FORTALEZA MAYOR MAJOR STRENGHT F4 4 O4

OPORTUNIDAD MAYOR MAJOR OPPORTUNITY

FORTALEZA MENOR MINOR STRENGHT F3 3 O3

OPORTUNIDAD MENOR MINOR OPPORTUNITY

DEBILIDAD MAYOR MAJOR WEAKNESS D1 1 A1

AMENAZA MAYOR MAJOR THREAT

DEBILIDAD MENOR MINOR WEAKNESS D2 2 A2

AMENAZA MENOR MINOR THREAT

INDUSTRY COMPETITIVENESS (IC) KEY SUCCESS FACTORS Weight 1 to 4 Blended

Weight OPPORTUNITIES

Global Market penetration (economies of scale) 0,20 4 0,80

Snack Culture and Urbanization 0,10 3 0,30 Distribution Center in the US and other major hubs 0,10 4 0,40 Middle Class raising in emerging Countries 0,15 4 0,60 Real estate crisis 0,10 3 0,30 THREATS

Local Competitors (firstly Chinese) 0,10 2 0,20 Global Competitors 0,10 2 0,20 Product cannibalism 0,05 2 0,10 Logistic costs increase 0,05 2 0,10 Global crisis 0,05 2 0,10 TOTAL 1,00 3,1

ZARA SWOT ANALYSIS

COMPETITIVE STRENGHTS (CS)

KEY SUCCESS FACTORS Weight 1 to 4 Blended Weight

STRENGHTS

Cost Leadership strategy (Standardization) 0,20 4 0,80

Different strategies (Customization, unique competencies) 0,20 3 0,60 Efficient Distribution 0,15 3 0,45 Information High Tech 0,15 4 0,60

Fast delivery of new products, design and trends 0,15 3 0,45

WEAKNESSES Centralized Distribution system 0,15 1 0,15

Total 1,00 3,05

ZARA SWOT ANALYSIS

McKinsey Matrix

VERY HIGH 4

IND

US

TRY

ATT

RA

CTI

VEN

ESS

HIGH 3

¢

MEDIUM 2

LOW 1

4 3 2 1 VERY HIGH HIGH MEDIUM LOW

COMPETITIVE STRENGTH

ZARA SWOT ANALYSIS

MATRIZ MCKINSEY MULTIPLE

STRATEGIC MANAGEMENT IN GLOBAL CORPORATIONS

STRATEGIC MANAGEMENT IN GLOBAL CORPORATIONS

STRATEGIC MANAGEMENT IN GLOBAL CORPORATIONS

STRATEGIC MANAGEMENT IN GLOBAL CORPORATIONS

STRATEGIC MANAGEMENT IN GLOBAL CORPORATIONS

STRATEGIC MANAGEMENT IN GLOBAL CORPORATIONS

STRATEGIC MANAGEMENT IN GLOBAL CORPORATIONS

STRATEGIC MANAGEMENT IN GLOBAL CORPORATIONS

STRATEGIC MANAGEMENT IN GLOBAL CORPORATIONS

STRATEGIC MANAGEMENT IN GLOBAL CORPORATIONS

STRATEGIC MANAGEMENT IN GLOBAL CORPORATIONS

STRATEGIC MANAGEMENT IN GLOBAL CORPORATIONS

MUCHAS (MUCHÍSIMAS) GRACIAS

fontanini@learning.eoi.es