3 Environmental Scanning
Transcript of 3 Environmental Scanning
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ENVIRONMENTAL SCANNING
Dr.M. Thenmozhi
ProfessorDepartment of Management Studies
Indian Institute of Technology MadrasChennai 600 036
E-mail: [email protected]
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SOURCES OF INFORMATION
• Documentary or secondary sources
- Magazines, newspaper, journals, books, trade &industry Assn. publication, Govt. Publication, Annual report of competitor company
• Mass media• Internal sources - employees, files, MIS, documents
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SOURCES OF INFORMATION
• EXTERNAL AGENCIES - Customers, marketing intermediaries, suppliers, trade Assn., Govt. Agencies
• FORMAL STUDIES - Consultants, Educational Institutions, in-house
• Spying & Surveillance thro’ ex employees of competitor or planting ‘moles’ in competitor company
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COMPETITIVE ENVIRONMENT SCANNING
•ENVIRONMENT TURBULENCE
Hyper competition - Competitive intensity is
high “In hyper competition, the frequency, boldness & aggressiveness of dynamic movement by the players accelerates to create a condition of constant disequilibrium and change.
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COMPETITIVE ENVIRONMENT SCANNING
• Market stability is threatened by short product life cycles, short product design cycles, new technologies, frequent entry by unexpected outsiders, repositioning by incumbents and tactical redefinition market boundaries as divers industries merge.
• The environment escalates toward higher & higher levels of uncertainty, dynamism, heterogeneity of players & hostility”
• eg. Computers - cannibalize their own product
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COMPETITIVE ENVIRONMENT SCANNING
•ENVIRONMENTAL THREAT- Challenges posed by an unfortunate trend - lead to erosion of company’s position
•ENVIRONMENTAL OPPORTUNITY - an attractive arena - that company enjoys a competitive advantage
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INDUSTRIAL ENVIRONMENT
Firm
Relevantenvironment
Microenvironment
MacroEnvironment
InternalEnvironment
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COMPONENTS OF MEGA ENVIRONMENT
Regulatory EconomicPolitical
Technological Social
Mega Environment
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CHARACTERISTICS OF VARIOUS ENVIRONMENT
TECHNOLOGICAL• Transportation capability• Mastery over energy• Ability to alter character
of material• Mechanization of
physical activities• telecommunication
network
SOCIAL• Population, demographic
data• Spread of literacy• Income distribution• Social Values• Ethical standards• Concern for health
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CHARACTERISTICS OF VARIOUS ENVIRONMENTECONOMIC
• GDP, Growth rate• Money supply• BOP• Policies and regulations
POLITICAL• Regulatory• Legal provisions• Stability of Government
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Suppliers
MarketingIntermediaries
Market Types
Market demand
Competition
MICRO ENVIRONMENT
Financial Institutions
Regulatory Provisions
Industrial relation climate
Availability of skilled
manpower
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•Indication where the opportunities exist•Grasp of the major sources of threats to the industry•Indication of the critical requirement for success in the industry•SUPPLIERS - shortage, location, cost, quality•MARKETING INTERMEDIARIES - distribution channels, transporters, advertising & marketing research firms
- absence or presence
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•MARKET TYPES - consumer markets, industrial markets, institutional markets, international markets, resellers markets - stable or volatile•MARKET DEMAND
Quantum - Volume / value
Behaviour - Seasonally
Structure - OEM + replacement, household consumers, concentration of consumers
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• FINANCIAL CLIMATE - Availability of funds, Incentives, exemptions
• REGULATORY ENVIRONMENT - Free trade zones, sales tax, tax rebates - central/state Govt.
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SWOT•STRENGTH - Inherent capacity which an organization an use to gain strategic advantage over it competitors•WEAKNESS - Inherent limitations or constraint which creates a strategic disadvantage•OPPORTUNITY - a favorable condition in the organization’s environment which enables it to consolidate and strengthen its position•THREAT - an unfavorable condition in organization’s environment which creates a risk or causes damage to the organization
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OPPORTUNITY - THREAT PROFILE BY A PASSENGER CAR
FIRM IN INDIA
I. MACRO ENVIRONMENTPOLITICAL ENVIRONMENT
• Country remains a democracy; era of coalition government
• fair amount of political stability despite the absence of single party rule
• Political consensus on higher target of growth of the economy
• Political consensus on economic reforms
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OPPORTUNITY - THREAT PROFILE BY A PASSENGER CAR
FIRM IN INDIA
SOCIAL ENVIRONMENT• Burgeoning middle class• Major changes in life style• Increased urbanization• More & more consumption orientation• Double income & nuclear family on rise• Living on credit become trend• Boom in leisure activities• Upwardly mobile social class on the rise
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OPPORTUNITY - THREAT PROFILE BY A PASSENGER CAR FIRM IN INDIA
ECONOMIC ENVIRONMENT• Continuation of economic reforms & liberalization• Encouragement to foreign investment• Big growth in service sector• Inflation continue as a problem, but no excessive rise in
recent times• exchange rate remains reasonably stable• Energy especially petroleum energy becoming more
scarce & costly
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OPPORTUNITY - THREAT PROFILE BY A PASSENGER CAR FIRM IN INDIA
ECONOMIC ENVIRONMENT• labor situation attractive - Abundance of skilled
workers, passenger car industry and auto ancillaries well endowed with skilled workforce,wages on the increase now, but by global standards low
TECHNOLOGICAL ENVIRONMENT• More liberal approach to technology import• Significant efforts at internal technology development
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OPPORTUNITY - THREAT PROFILE BY A PASSENGER CAR FIRM IN INDIA
II. MICRO ENVIRONMENTCONSUMER / DEMAND
• Increasing affluence of urban consumers
• Larger consumer base
• Increasing purchasing power
• Changes in lifestyle support products
• Changes in buying behaviour - more choosy - cars e.g. Style,comfort apart from fuel efficiency
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OPPORTUNITY - THREAT PROFILE BY A PASSENGER CAR FIRM IN INDIA
COMPETITION• Total change in competitive scenario• Intense competition
SUPPLIER• India - major producer of steel - raw material - no
problem
LEGAL• perceived sound by world players
Hence Foreign Direct Investment.
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OPPORTUNITY - THREAT PROFILE BY A PASSENGER CAR FIRM IN INDIA
TECHNOLOGY• Major changes• It is in hands of world majors in the industry• Very few players have technology for small carsTHE INDUSTRY• Passenger car industry - GROWTH INDUSTRY (short
term & medium term)• Industry structure changing - delicensing & opening up
of industries for foreign investment• Gaining an expert orientation• Industry attractiveness - reasonably good in short term
& medium term
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OPPORTUNITY MATRIX
High Very Moderately Attractive Attractive
Attractiveness Moderately Least
Low Attractive Attractive
High LowProbability of occurrence
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THREAT MATRIX
High Major Moderate
Threat Threat
Seriousness
Moderate Minor
Low Threat Threat
High Low
Probability of occurrence
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IMPACT MATRIX Trends Probability Impact on strategies
of occurrence S1 S2 S3 S4
T1
T2
:
Degree of quality of impact of each trend on different strategies using impact scale
+2 Extremely favorable Impact
+1 Moderately favorable Impact
0 No Impact
+1 moderately unfavorable Impact
-2 Extremely unfavorable Impact
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ENVIRONMENTAL THREAT & OPPORTUNITY PROFILE - Glueck (E TOP)
Bicycle company
Environmental Impact of each Sector
sector
Social Customer preference - fashionable,easy to ride & durable - sports cycles
Political Nil/Not significant
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• Economic Growing affluence-Urban consumers exports
potential high• Regulatory Thrust area for exports
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ENVIRONMENTAL THREAT & OPPORTUNITY PROFILE
- GLUECK (E TOP)
Market Industry growth rate in 7%-8% p.a.sports cycle - 30% p.a
Unsaturated demand
Supplier Mostly ancillaries & associated companies - Spare parts & components - REP license for imported raw materials
available
Technological Technological upgradation in progress import of m/c under
OGL
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SYNTHESIS OF EXTERNAL FACTORS
I. List 8 -10 Most important opportunities & threats facing the company
II. Assign weight to each factor 0 -1 (Not important to important) based on that factor’s probable impact on a the Company’s strategic position (All weight sum to 1.00 regardless of number of factors)
III. Assign a rating to each factor from 1-5 (poor to outstanding) based on the company’s current response to that particular factor
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SYNTHESIS OF EXTERNAL FACTORS
IV. Get the weighted score - Weight x rating
1- poor, 3 - average, 5 - Outstanding
Total weighted score - how well the company is responding to current and expected factor in external environment
V. Comments - Why a particular factor was selected and how weight and rating were estimated