MG800- Module 2

Presented by Dr. Trina Moskalik9/25/14

Module 1 review

• Papers– APA• Citing a website• Section headings

– Subsidiaries and references– Overall content

• Discussion questions

Review of Last Week

• Governance• Mission• Vision• Stakeholders• Competitive advantage

Article Reviews

• Related to External Markets– SWOT, OTIC, Industry Competition, Etc.

• Author• Source• Publish date• Description of article• Analysis & Relevance to course topics

Environmental Analysis

Environmental Segments

• Demographic• Economic• Political/Legal• Sociocultural• Technological• Global• Physical

Table 2.1 page 40 in text

External Environmental Analysis

• Scanning– Look for early signs of change

• Monitoring– Look for trends seen in scanning

• Forecasting– Deciding how feasible the continuation of changes

and trends are for the company• Assessing– Timing and significance of changes and trends

Industry Environment

• Threat of new Entrants• Power of Suppliers• Power of Buyers• Product Substitutes• Intensity of Rivalry

Competitor Analysis

• Future Objectives• Current Strategy• Assumptions• Capabilities• Market commonality– Overlap of products and degree of importance of markets

• Resource Similarity– Degree of sameness of resources compared to

competitiors

Competetive Rivalry Model

• Competitor Analysis– Previous slide

• Drivers of Competitive Behaviors– Awareness, Motivation, Ability

• Competitive Rivalry– Likelihood of Attack & Response

• Outcomes– Market share & Financial performance

• Feedback

Competitive Rivalry

• Likelihood of Attack– First and second movers– Org size– Quality

• Likelihood of Response– Type of action– Reputation– Market dependence

Competition Discussion

• You are thirsty. You buy ________ to drink usually. If it is not there you will buy _______ or a _________.

• Why that order? Are you particular about one over the other?

Industry Case Studies

• Work through external environmental analysis, industry environment, and competitor analysis for your assigned company.– Krispy Kreme-Page 247– Ally Bank- Page 1– Columbia Sportswear- Page 93– Logitech- Page 272

Competition PaperContinuing with your same company from the last paper, you will now research your main 3-5 competitors and better understand your industry.This paper has 2 main components:

• Industry understanding: What industry(s) does your company belong to? Give a brief overview and history of your industry. What is happening in that industry currently, is it growing or shrinking? Is the industry the same in all markets/countries? Does your company belong to multiple industries? Look for trends and innovations as well as ideas that have worked in the past for your industry. A complete industry scan and analysis for main industry your company operates in.

• Competitors: Who are they? How are they better, how is your company better? What are the value propositions for all of them to customers versus your company's value proposition? What is your company's strategic advantage and why? Include market commonality and resource similarity information on at least 2 competitors.

• Minimum 5 references & APA formatted paper DUE 10/5/14

Discussions• WK4DQ1- Thinking of the company you are writing about this

quarter, how replaceable are your products or services? Why would a client or customer choose another company? What is your company's competitive advantage in your market(s)? Min 200 words and 1 APA reference.

• WK4DQ2- Thinking of your chosen company, please analyze your environmental segments. Write up a brief analysis for 3 segments of your choice. Min 2 APA references- not your company website.

• Initial posts due 10/2, 2 replies to classmates due 10/5