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Applied Strategy and Organizations
Market Penetration
Definition and Constraints
(Corporate Strategy Directions)
→ increasing share of current markets with the current product range
Constraints:
Retaliation from competitors
Legal constraints
Applied Strategy and Organizations
Retrenchment
→ withdrawal from marginal activities in order to concentrate on the most valuable segments and products within existing business
Applied Strategy and Organizations
Product Development
Definition and Risks
(Corporate Strategy Directions)
→ deliver modified / new products (or services) to existing markets
Risks:
New strategic capabilities
Project management risk
Applied Strategy and Organizations
Market Development Definition and Basic Forms
(Corporate Strategy Directions)
→ offering existing products to new market
Basic forms:
New users
New geographies
Applied Strategy and Organizations
Value-destroying Drivers for Diversification
- Responding to market decline
- Spreading risk across a range of markets
- Managerial ambition
Applied Strategy and Organizations
Vertical Integration Definition
→ entering activities where the organisation is its own supplier or customer
Backward integration
Forward integration
Applied Strategy and Organizations
Outsourcing Definition
→ process by which activities previously carried out internally are subcontracted to external suppliers
Decision based on:
- Relative strategic capabilities
- Risk of opportunism
Applied Strategy and Organizations
Value-adding Activities
of Corporate Parents
Envisioning
Facilitating synergies
Coaching
Providing central services and resources
Intervening
Applied Strategy and Organizations
Value-destroying Activities
of Corporate Parents
Adding management cost
Adding bureaucratic complexity
Obscuring financial performance
Applied Strategy and Organizations
Challenges of Synergies
Excessive costs
Overcoming self-interest
Illusory synergies
Applied Strategy and Organizations
Problems with the BCG (Growth / Share) Matrix
Definitional vagueness
Capital market assumptions
Unkind to animals
Ignores commercial linkages
Applied Strategy and Organizations
Diversification /
Related Diversification /
Conglomerate Diversification
Definition
Diversification
→ increasing the range of products or markets served by an organisation
→ also described as horizontal integration
Related diversification
→ expanding into products or services with relationships to existing business
Conglomerate (unrelated) diversification
→ diversifying into products or services with no relationships to existing businesses
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