文档介绍：BUS304 Marketing Management and Policy Lecture Four Internal petitor Analysis
BUS304 Marketing Management and Policy
Lecture Four Internal petitor Analysis
Instructor: Dr1>. Annie Zhang, HKSYU
The Key to the Pursuit of Attractive Opportunities
Some crucial questions:
Does the opportunity fit what we want to do?
Do we have specific resources and capabilities to effectively respond to the environmental changes?
Do we have the people who can execute on whatever it takes to be essful in this particular industry?
Do we have the right connections?
Mission, Aspirations, and Risk Propensity
Everyone and pany has views on how much risk is acceptable.
A particular opportunity must also measure up to the expectations of the people who will pursue it.
Whatever the tests for a given individual pany, they must be met if an opportunity is to be deemed attractive.
Ability to Execute on the Industry’s Critical ess Factors
Two key questions to ask in identifying one’s critical ess factors, (CSFs):
Which few decisions or activities are the ones that, if gotten wrong, will almost always have severely negative effects pany performance?
Which decisions or activities, done right, will almost always deliver disproportionately positive effects on performance?
It’s Who You Know, Not What You Know
The people who are the best connected will be the ones who are best placed to change strategy before others know the winds have changed.
Having a well-connected team in place enhances the attractiveness of the opportunity itself.
The team is more likely to be able to ride out the inevitable winds of change.
Anticipating and Responding to Environmental Change
Impact and timing of event
Opportunity/threat matrix is relatively simple way to identify, evaluate, and respond to environmental events that may affect the firm’s longer-term profitability and position.
It enables the examination of a large number of events in such a way that management can focus on the most important