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McGraw-Hill/Irwin © 2003 The McGraw-Hill Companies, Inc., All Rights Reserved.
CHAPTER 5
Internal Analysis
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McGraw-Hill/Irwin © 2003 The McGraw-Hill Companies, Inc., All Rights Reserved.
Chapter Topics
• Resource-based View of the Firm• SWOT Analysis• Value Chain Analysis• Internal Analysis: Making Meaningful
Comparisons
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McGraw-Hill/Irwin © 2003 The McGraw-Hill Companies, Inc., All Rights Reserved.
Ingredients Critical to Successful Strategy
Be consistent with conditions in the
competitive environment
Strategy must …
Place realistic requirements on
the firm’s resources
Place realistic requirements on
the firm’s resources
Be carefully executed
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McGraw-Hill/Irwin © 2003 The McGraw-Hill Companies, Inc., All Rights Reserved.
What is the Resource-based View of the Firm?
Firms differ in fundamental ways because each firm possesses a unique “bundle” of resources – tangible and intangible assets and organizational
capabilities to make use of those assets
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The Three Basic Resources
• Tangible assets• Easiest to identify and often found on a firm’s balance sheet• Include physical and financial assets• Examples: production facilities, raw materials, financial resources
• Intangible assets• Cannot be seen or touched• Often very critical in creating competitive advantage• Examples: brand names, company reputation, company morale
• Organizational capabilities• Involve skills – ability to combine assets, people, and processes –
used to transform inputs into outputs
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Ex. 5-2: Examples of Different Resources
(selected)
Tangible Assets Intangible Assets Organizational Capabilities
Hampton Inn’s reservation system
Nike’s brand name Dell Computer’s customer service
Ford Motor’s cash reserves
Dell Computer’s reputation
Wal-mart’s purchasing and inbound logistics
3M’s patents Wendy’s advertising with Dave Thomas
Sony’s product development process
Georgia Pacific’s land holdings
Jack Welch as GE’s leader
Coke’s global distribution coordination
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What Makes a Resource Valuable?
• Competitive superiority: Does the resource help fulfill a customer’s need better than those of the firm’s competitors?
• Resource scarcity: Is the resource in short supply?
• Imitatability: Is the resource easily copied or acquired?
• Appropriability: Who actually gets the profit created by a resource?
• Durability: How rapidly will the resource depreciate?
• Substitutability? Are other alternatives available?
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Isolating Mechanisms
• Physically unique resources• Resources virtually impossible to imitate• E.g., one-of-a-kind real estate location, mineral rights, patents
• Path-dependent resources– Resources that must be created over time in a manner that is often
expensive and difficult to accelerate– E.g., Dell Computer’s system of direct sales of customized PCs via
the Internet, Coca-Cola’s brand name, Gerber Baby Food’s reputation for quality
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Isolating Mechanisms
• Causal ambiguity• Situations where it is difficult for competitors to understand how a
firm has created its advantage• E.g., Southwest Airlines’ approach
• Same plane, routes, gate procedures, number of attendants• Culture of fun, family, and frugal yet focused service
• Economic deterrence• Involves large capital investments in capacity to produce products
or services in a given market that are scale sensitive
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Ex. 5-4: Resource Imitatability(Adapted)
• Easy to imitate• Cash, commodities
• Can be imitated (but may not be)• Capacity preemption, economies of scale
• Difficult to imitate• Brand loyalty, employee satisfaction, reputation for
fairness• Cannot be imitated
• Patents, unique locations, unique assets
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Guidelines: Using the RBV in Internal Analysis
• Disaggregate resources – break them down into more specific competencies rather than use broad categories
• Utilize a functional perspective in disaggregating tangible and intangible assets and organizational capabilities
• Look at organizational processes and combinations of resources, not only at isolated assets or capabilities
• Use the value chain approach to uncover potentially valuable capabilities, activities, and processes
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Ex. 5-6: Key Resources Across Functional Areas
(Selected)
Marketing• Firm’s products/services• Concentration of sales in a few
products or a few customers• Ability to gather needed
information about markets• Market share• Product-service mix and
expansion potential• Channels of distribution• Effective sales organization
Financial and Accounting• Ability to raise short-term and
long-term capital; debt-equity• Corporate-level resources• Cost of capital relative to
competitors• Tax considerations• Relations with owners, investors,
and stockholders• Leverage position• Cost of entry and barriers to entry
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Ex. 5-6 (contd.)
Production, Operations, Technical• Raw materials cost and
availability, supplier relationships• Inventory control systems• Location, layout, and use of
facilities• Economies of scale• Technical efficiency of facilities• Effectiveness of subcontracting
use• Degree of vertical integration
Personnel• Management personnel• Employees’ skills and morale• Labor relations costs compared
to competitors• Efficiency and effectiveness of
personnel policies• Effectiveness of incentives used
to motivate performance• Ability to level peaks and
valleys of employment
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Ex. 5-6 (contd.)
Quality Management• Relationships with suppliers,
customers• Internal practices to enhance
quality of products and services• Procedures for monitoring
quality
Information Systems• Timeliness and accuracy of
information about sales, operations, cash, and suppliers
• Relevance of information for tactical decisions
• Information to manage quality issues, customer service
• Ability of people to use information provided
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Ex. 5-6 (contd.)
Organization and General Management• Organizational structure• Firm’s image and prestige• Firm’s record in achieving objectives• Organization of communication system• Organizational climate and culture• Use of systematic procedures in decision making• Top management skills, capabilities, and interest• Strategic planning system• Intra-organizational synergy
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SWOT Analysis
Based on assumption an effective strategy derives from a sound “fit” between a firm’s internal resources and its external situation
OpportunitiesA major favorable situation in a firm’s environment
ThreatsA major unfavorable situation in a firm’s environment
StrengthsA resource advantage relative to competitors and the needs of markets firm serves
WeaknessesA limitation or deficiency in one or more resources or competencies relative to competitors
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Ex. 5-7: SWOT Analysis Diagram
Numerous environmental opportunities
Major environmental threats
Critical internal weaknesses
Substantial internal
strengthsCell 2: Supports a diversification
strategy
Cell 1: Supports an aggressive
strategy
Cell 3: Supports a turnaround-oriented
strategy
Cell 4: Supports a defensive strategy
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What is a Value Chain?
The term value chain describes a way of looking at a business as a chain of activities that transform inputs into outputs that customers value
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What is Value Chain Analysis?
• Focuses on how a business creates customer value by examining contributions of different internal activities to that value
• Divides a business into a set of activities within the business– Starts with inputs a firm receives– Finishes with firm’s products or services and after-sales service to
customers
• Allows for better identification of a firm’s strengths and weaknesses since the business is viewed as a process
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Ex. 5-8: The Value Chain
General AdministrationHuman Resource Management
Research, Technology, and Systems DevelopmentProcurement
Inbound Logistics
Operations Outbound Logistics
Marketing and Sales
Service
Marg
in
Margin
Supp
ort A
ctiv
ities
Primary Activities
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Conducting a Value Chain Analysis
• Identify activities• Allocate costs• Recognize the difficulty in activity-based cost accounting• Identify the activities that differentiate the firm• Examine the value chain• Compare to competitors
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Ex. 5-11: Possible Factors for Assessing Sources of Differentiation in Primary and
Support Activities of the Value Chain(selected items)
General Administration• Capability to identify new
product market opportunities and potential environmental threats
• Quality of strategic planning system to achieve corporate objectives
• Ability to obtain relatively low-cost funds for capital expenditures and working capital
Human Resource Management• Effectiveness of procedures for
recruiting, training, and promoting all levels of employees
• Appropriateness of reward system for motivating and challenging employees
• A work environment minimizing absenteeism and keeping turnover low
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Ex. 5-11 (contd.)
ProcurementTechnology Development• Success of R&D activities in
leading to product and process innovation
• Quality of working relationships between R&D personnel and other departments
• Timeliness of technology development activities in meeting critical deadlines
• Development of alternate sources for inputs to minimize dependence on a single supplier
• Procurement of raw materials (1) on a timely basis, (2) at lowest possible cost, and (3) at acceptable levels of quality
• Procedures for procurement of plant, machinery, and buildings
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Ex. 5-11 (contd.)
Inbound Logistics Operations Outbound Logistics
Soundness of material and inventory control systems
Productivity of equipment compared to key competitors
Timeliness and efficiency of delivery of finished goods and services
Efficiency of raw material warehousing activities
Appropriate automation of production processes
Efficiency of finished goods warehousing activities
Effectiveness of production control systems to improve quality and improve costs
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Ex. 5-11 (contd.)
Marketing and Sales• Effectiveness of research to
identify customer segments and needs
• Innovation in sales promotion and advertising
• Evaluation of alternate distribution channels
• Motivation and compensation of sales force
• Development of quality image and favorable reputation
Service• Means to solicit customer input
for product improvements• Promptness of attention to
customer complaints• Appropriateness of warranty
and guarantee policies• Quality of customer education
and training• Ability to provide replacement
parts and repair services
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Internal Analysis: Making Meaningful Comparisons
1. Comparison with past performance
4. Comparison with success factors in
industry
2. Stages of industry evolution
Perspectives to use
3. Benchmarking –comparison with competitors
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Ex. 5-13: Sources of Distinctive Competence at Different Stages of
Industry Evolution
Introduction Growth MaturityFunctional Area
Decline
Marketing Resources/skills to create widespread awareness and find acceptance from customers ; advantageous access to distribution
Ability to establish brand recognition, find niche, reduce price, solidify strong distribution relations, and develop new channels
Skills in aggressively promoting products to new markets and holding existing markets; pricing flexibility; skills in differentiating products and holding customer loyalty
Cost effective means of efficient access to selected channels and markets; strong customer loyalty or dependence; strong company image
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Ex. 5-13 (contd.)
Functional Area
Introduction Growth Maturity Decline
Production operations
Ability to expand capacity effectively, limit number of designs, develop standards
Ability to add product variants, centralize production, or otherwise lower costs; ability to improve product quality; seasonal subcontracting capacity
Ability to improve product and reduce costs; ability to share or reduce capacity; advantageous supplier relationships; subcontracting
Ability to prune product line; cost advantage in production, location or distribution; simplified inventory control; subcontracting or long production runs
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Ex. 5-13 (contd.)
Functional Area
Introduction Growth Maturity Decline
Finance Resources to support high net cash overflow and initial losses; ability to use leverage effectively
Ability to finance rapid expansion, to have net cash outflows but increasing profits; resources to support product improvements
Ability to generate and redistribute increasing net cash inflows; effective cost control systems
Ability to reuse or liquidate unneeded equipment; advantage in cost of facilities; control system accuracy; streamlined management control
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Ex. 5-13 (contd.)
Functional Area
Introduction Growth Maturity Decline
Personnel Ability to cost effectively, reduce workforce, increase efficiency
Capacity to reduce and reallocate personnel
Flexibility in staffing and training new management; existence of employees with key skills in new products or markets
Existence of an ability to add skilled personnel; motivated and loyal workforce
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Ex. 5-13 (contd.)
Functional Area
Introduction Growth Maturity Decline
Engineering and R&D
Ability to make engineering changes, have technical bugs in product and process resolved
Skill in quality and new feature development; ability to start developing successor product
Ability to reduce costs, develop variants, differentiate products
Ability to support other grown areas or to apply product to unique customer needs
Key functional area and strategy focus
Engineering: market penetration
Sales: consumer loyalty; market share
Production efficiency: successor products
Finance: maximum investment recovery