Which strategy seeks to increase market share of present products or services in present markets through greater marketing effects?

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SM CH 5 TYPES OF STRATEGIES

1. 1. Copyright ©2017 Pearson Education, Limited Types of Strategies Chapter Four 4-1
2. 2. Learning Objectives 1. Identify and discuss eight characteristics of objectives and ten benefits of having clear objectives. 2. Define and give an example of eleven types of strategies. 3. Identify and discuss the three types of “Integration Strategies.” 4. Give specific guidelines when market penetration, market development, and product development are especially effective strategies. 5. Explain when diversification is an effective business strategy. Copyright ©2017 Pearson Education, Limited 4-2
3. 3. Learning Objectives (cont.) 6. List guidelines for when retrenchment, divestiture, and liquidation are especially effective strategies. 7. Identify and discuss Porter’s five generic strategies. 8. Compare (a) cooperation among competitors, (b) joint venture and partnering, and (c) merger/acquisition as key means for achieving strategies. 9. Discuss tactics to facilitate strategies, such as (a) being a first mover, (b) outsourcing, and (c) reshoring. 10. Explain how strategic planning differs in for-profit, not-for-profit, and small firms. Copyright ©2017 Pearson Education, Limited 4-3
4. 4. Long-Term Objectives The results expected from pursuing certain strategies 2-to-5 year timeframe Copyright ©2017 Pearson Education, Limited 4-4
5. 5. Varying Performance Measures by Organizational Level Copyright ©2017 Pearson Education, Limited 4-5
6. 6. The Desired Characteristics of Objectives Copyright ©2017 Pearson Education, Limited 4-6
7. 7. The Nature of Long-Term Objectives Objectives provide direction allow synergy assist in evaluation establish priorities reduce uncertainty minimize conflicts stimulate exertion aid in both the allocation of resources and the design of jobs Copyright ©2017 Pearson Education, Limited 4-7
8. 8. Financial versus Strategic Objectives Financial objectives include growth in revenues, growth in earnings, higher dividends, larger profit margins, greater return on investment, higher earnings per share, a rising stock price, improved cash flow, and so on. Strategic objectives include a larger market share, quicker on-time delivery than rivals, shorter design-to- market times than rivals, lower costs than rivals, higher product quality than rivals, wider geographic coverage than rivals, achieving technological leadership, consistently getting new or improved products to market ahead of rivals, and so on. Copyright ©2017 Pearson Education, Limited 4-8
9. 9. Not Managing by Objectives Managing by Extrapolation Managing by Crisis Managing by Subjectives Managing by Hope Copyright ©2017 Pearson Education, Limited 4-9
10. 10. A Comprehensive Strategic- Management Model Copyright ©2017 Pearson Education, Limited 4-10
11. 11. Types of Strategies Most organizations simultaneously pursue a combination of two or more strategies, but a combination strategy can be exceptionally risky if carried too far. No organization can afford to pursue all the strategies that might benefit the firm. Difficult decisions must be made and priorities must be established. Copyright ©2017 Pearson Education, Limited 4-11
12. 12. Alternative Strategies Defined and Exemplified Copyright ©2017 Pearson Education, Limited 4-12
13. 13. Alternative Strategies Defined and Exemplified Copyright ©2017 Pearson Education, Limited 4-13
14. 14. Levels of Strategies with Persons Most Responsible Copyright ©2017 Pearson Education, Limited 4-14
15. 15. Integration Strategies Forward Integration involves gaining ownership or increased control over distributors or retailers Backward Integration strategy of seeking ownership or increased control of a firm's suppliers Horizontal Integration a strategy of seeking ownership of or increased control over a firm's competitors Copyright ©2017 Pearson Education, Limited 4-15
16. 16. Forward Integration Guidelines When an organization's present distributors are especially expensive When the availability of quality distributors is so limited as to offer a competitive advantage When an organization competes in an industry that is growing When an organization has both capital and human resources to manage distributing their own products When the advantages of stable production are particularly high When present distributors or retailers have high profit margins Copyright ©2017 Pearson Education, Limited 4-16
17. 17. Backward Integration Guidelines When an organization's present suppliers are especially expensive or unreliable When the number of suppliers is small and the number of competitors is large When the organization competes in a growing industry When an organization has both capital and human resources When the advantages of stable prices are particularly important When present suppliers have high profit margins When an organization needs to quickly acquire a needed resource Copyright ©2017 Pearson Education, Limited 4-17
18. 18. Horizontal Integration Guidelines When an organization can gain monopolistic characteristics in a particular area or region without being challenged by the federal government When an organization competes in a growing industry When increased economies of scale provide major competitive advantages When an organization has both the capital and human talent needed When competitors are faltering due to a lack of managerial expertise Copyright ©2017 Pearson Education, Limited 4-18
19. 19. Intensive Strategies Market Penetration Strategy seeks to increase market share for present products or services in present markets through greater marketing efforts Market Development involves introducing present products or services into new geographic areas Product Development Strategy seeks increased sales by improving or modifying present products or services Copyright ©2017 Pearson Education, Limited 4-19
20. 20. Market Penetration Guidelines When current markets are not saturated with a particular product or service When the usage rate of present customers could be increased significantly When the market shares of major competitors have been declining while total industry sales have been increasing When the correlation between dollar sales and dollar marketing expenditures historically has been high When increased economies of scale provide major competitive advantages Copyright ©2017 Pearson Education, Limited 4-20
21. 21. Market Development Guidelines When new channels of distribution are available that are reliable, inexpensive, and of good quality When an organization is very successful at what it does When new untapped or unsaturated markets exist When an organization has the needed capital and human resources to manage expanded operations When an organization has excess production capacity When an organization's basic industry is rapidly becoming global in scope Copyright ©2017 Pearson Education, Limited 4-21
22. 22. Product Development Guidelines When an organization has successful products that are in the maturity stage of the product life cycle When an organization competes in an industry characterized by rapid technological developments When major competitors offer better-quality products at comparable prices When an organization competes in a high-growth industry When an organization has strong research and development capabilities Copyright ©2017 Pearson Education, Limited 4-22
23. 23. Diversification Strategies Related Diversification value chains possess competitively valuable cross-business strategic fits Unrelated Diversification value chains are so dissimilar that no competitively valuable cross-business relationships exist Copyright ©2017 Pearson Education, Limited 4-23
24. 24. Synergies of Related Diversification Transferring competitively valuable expertise, technological know-how, or other capabilities from one business to another Combining the related activities of separate businesses into a single operation to achieve lower costs Exploiting common use of a known brand name Using cross-business collaboration to create strengths Copyright ©2017 Pearson Education, Limited 4-24
25. 25. Related Diversification Guidelines  When an organization competes in a no-growth or a slow-growth industry  When adding new, but related, products would significantly enhance the sales of current products  When new, but related, products could be offered at highly competitive prices  When new, but related, products have seasonal sales levels that counterbalance an organization’s existing peaks and valleys  When an organization’s products are currently in the declining stage of the product’s life cycle  When an organization has a strong management team Copyright ©2017 Pearson Education, Limited 4-25
26. 26. Unrelated Diversification Guidelines When revenues derived from an organization's current products would increase significantly by adding the new, unrelated products When an organization competes in a highly competitive or a no-growth industry, as indicated by low industry profit margins and returns When an organization's present channels of distribution can be used to market the new products to current customers When the new products have countercyclical sales patterns compared to present products When an organization's basic industry is experiencing declining annual sales and profits Copyright ©2017 Pearson Education, Limited 4-26
27. 27. Unrelated Diversification Guidelines (cont.)  When an organization has the capital and managerial talent needed to compete successfully in a new industry  When an organization has the opportunity to purchase an unrelated business that is an attractive investment opportunity  When there exists financial synergy  When existing markets for an organization's present products are saturated  When antitrust action could be charged against an organization that historically has concentrated on a single industry Copyright ©2017 Pearson Education, Limited 4-27
28. 28. Defensive Strategies Retrenchment Regroups through cost and asset reduction to reverse declining sales and profits Divestiture Selling a division or part of an organization Often used to raise capital for further strategic acquisitions or investments Liquidation Selling all of a company’s assets, in parts, for their tangible worth Copyright ©2017 Pearson Education, Limited 4-28
29. 29. Defensive Strategies Retrenchment occurs when an organization regroups through cost and asset reduction to reverse declining sales and profits also called a turnaround or reorganizational strategy designed to fortify an organization’s basic distinctive competence Copyright ©2017 Pearson Education, Limited 4-29
30. 30. Retrenchment Guidelines When an organization has a distinctive competence but has failed consistently to meet its goals When an organization is one of the weaker competitors in a given industry When an organization is plagued by inefficiency, low profitability, and poor employee morale When an organization fails to capitalize on external opportunities and minimize external threats When an organization has grown so large so quickly that major internal reorganization is needed Copyright ©2017 Pearson Education, Limited 4-30
31. 31. Divestiture Guidelines When an organization has pursued a retrenchment strategy and failed to accomplish improvements When a division needs more resources to be competitive than the company can provide When a division is responsible for an organization's overall poor performance When a division is a misfit with the rest of an organization When a large amount of cash is needed quickly When government antitrust action threatens a firm Copyright ©2017 Pearson Education, Limited 4-31
32. 32. Defensive Strategies Liquidation selling all of a company’s assets, in parts, for their tangible worth can be an emotionally difficult strategy Copyright ©2017 Pearson Education, Limited 4-32
33. 33. Liquidation Guidelines When an organization has pursued both a retrenchment strategy and a divestiture strategy, and neither has been successful When an organization's only alternative is bankruptcy When the stockholders of a firm can minimize their losses by selling the organization's assets Copyright ©2017 Pearson Education, Limited 4-33
34. 34. Porter's Five Generic Strategies Copyright ©2017 Pearson Education, Limited 4-34
35. 35. Michael Porter's Five Generic Strategies Cost Leadership emphasizes producing standardized products at a very low per-unit cost for consumers who are price-sensitive Type 1 low-cost strategy that offers products or services to a wide range of customers at the lowest price available on the market Type 2 best-value strategy that offers products or services to a wide range of customers at the best price-value available on the market Copyright ©2017 Pearson Education, Limited 4-35
36. 36. Michael Porter's Five Generic Strategies Type 3 Differentiation is a strategy aimed at producing products and services considered unique industry-wide and directed at consumers who are relatively price-insensitive Copyright ©2017 Pearson Education, Limited 4-36
37. 37. Michael Porter's Five Generic Strategies Type 4 low-cost focus strategy that offers products or services to a niche group of customers at the lowest price available on the market Type 5 best-value focus strategy that offers products or services to a small range of customers at the best price-value available on the market Copyright ©2017 Pearson Education, Limited 4-37
38. 38. Means for Achieving Strategies Cooperation Among Competitors Joint Venture/Partnering Merger/Acquisition Private-Equity Acquisitions First Mover Advantages Outsourcing/Reshoring Copyright ©2017 Pearson Education, Limited 4-38
39. 39. Key Reasons Why Many Mergers and Acquisitions Fail Copyright ©2017 Pearson Education, Limited 4-39
40. 40. Potential Benefits of Merging With or Acquiring Another Firm Copyright ©2017 Pearson Education, Limited 4-40
41. 41. Benefits of a Firm Being the First Mover Copyright ©2017 Pearson Education, Limited 4-41

Editor's Notes

• After studying this chapter, you should be able to do the following:
  5-1. Identify and discuss eight characteristics of objectives and ten benefits of having
  clear objectives.
  5-2. Define and give an example of eleven types of strategies.
  5-3. Identify and discuss the three types of “Integration Strategies.”
  5-4. Give specific guidelines when market penetration, market development, and product
  development are especially effective strategies.
  5-5. Explain when diversification is an effective business strategy.
  5-6. List guidelines for when retrenchment, divestiture, and liquidation are especially effective
  strategies.
  5-7. Identify and discuss Porter’s five generic strategies.
  5-8. Compare (a) cooperation among competitors, (b) joint venture and partnering, and
  (c) merger/acquisition as key means for achieving strategies.
  5-9. Discuss tactics to facilitate strategies, such as (a) being a first mover, (b) outsourcing,
  and (c) reshoring.
  5-10. Explain how strategic planning differs in for-profit, not-for-profit, and small firms.
• Without long-term objectives, an organization would drift aimlessly toward some unknown end.
• Long-term objectives are needed at the corporate, divisional, and functional levels of an organization.
• Objectives are commonly stated in terms such as growth in assets, growth in sales, profitability, market share, degree and nature of diversification, degree and nature of vertical integration, earnings per share, and social responsibility.
  
• Objectives provide a basis for consistent decision making by managers whose values and attitudes differ. Objectives serve as standards by which individuals, groups, departments, divisions, and entire organizations can be evaluated.
• Two types of objectives are especially common in organizations: financial and strategic objectives.
• Mr. Derek Bok, former President of Harvard University, once said, “If you think education is expensive, try ignorance.” The idea behind this saying also applies to establishing objectives, because strategists should avoid the following ways of “not managing by objectives.”
• Hansen and Smith explain that strategic planning involves “choices that risk resources and trade-offs that sacrifice opportunity.”
• Defined and exemplified in Table 5-4, alternative strategies that an enterprise could pursue can be categorized into 11 actions.
• Strategy making is not just a task for top executives. Middle- and lower-level managers also must be involved in the strategic-planning process to the extent possible. In large firms, there are actually four levels of strategies: corporate, divisional, functional, and operational.
• Forward integration and backward integration are sometimes collectively referred to as vertical integration. Vertical integration strategies allow a firm to gain control over distributors and suppliers, whereas horizontal integration refers to gaining ownership and/or control over competitors.
• Forward integration involves gaining ownership or increased control over distributors or retailers.
  
• Backward integration is a strategy of seeking ownership or increased control of a firm’s suppliers.
  
• Seeking ownership of or control over a firm’s competitors, horizontal integration is arguably the most common growth strategy.
• Market penetration, market development, and product development are sometimes referred to as intensive strategies because they require intensive efforts if a firm’s competitive position with existing products is to improve.
• Market penetration strategy seeks to increase market share for present products or services in present markets through greater marketing efforts when current markets are not saturated with a particular product or service.
• Market development involves introducing present products or services into new geographic areas.
  
• Product development strategy seeks increased sales by improving or modifying present products or services.
  
• The two general types of diversification strategies are related diversification and unrelated diversification.
• Related diversification value chains possess competitively valuable cross-business strategic fits.
  
• Related diversification should be considered when these circumstances exist.
• Unrelated diversification is when value chains are so dissimilar that no competitively valuable cross-business relationships exist.
  
• Note that a key difference between related and unrelated diversification is that the former should be based on some commonality in markets, products, or technology, whereas the latter is based more on profit considerations.
• In addition to integrative, intensive, and diversification strategies, organizations also could pursue defensive strategies such as retrenchment, divestiture, or liquidation.
• Retrenchment occurs when an organization regroups through cost and asset reduction to reverse declining sales and profits.
• Sometimes called a turnaround or reorganizational strategy, retrenchment is designed to fortify an organization’s basic distinctive competence.
• Divestiture is selling a division or part of an organization and is often used to raise capital for further strategic acquisitions or investments.
  
• Selling all of a company’s assets, in parts, for their tangible worth is called liquidation; it is associated with Chapter 7 bankruptcy. Liquidation is a recognition of defeat and consequently can be an emotionally difficult strategy.
• Liquidation is pursued when bankruptcy is the only option available.
• Probably the three most widely read books on competitive analysis in the 1980s were Michael Porter’s Competitive Strategy (1980), Competitive Advantage (1985), and Competitive Advantage of Nations (1989). According to Porter, strategies allow organizations to gain competitive advantage from three different bases: cost leadership, differentiation, and focus. Porter calls these bases generic strategies.
• Cost leadership generally must be pursued in conjunction with differentiation. A number of cost elements affect the relative attractiveness of generic strategies, including economies or diseconomies of scale achieved, learning and experience curve effects, the percentage of capacity utilization achieved, and linkages with suppliers and distributors.
  Companies employing a low-cost (Type 1) or best-value (Type 2) cost leadership strategy must achieve their competitive advantage in ways that are difficult for competitors to copy or match.
• Different strategies offer different degrees of differentiation. Differentiation does not guarantee competitive advantage, especially if standard products sufficiently meet customer needs or if rapid imitation by competitors is possible.
• A successful focus strategy depends on an industry segment that is of sufficient size, has good growth potential, and is not crucial to the success of other major competitors.
• For collaboration between competitors to succeed, both firms must contribute something distinctive, such as technology, distribution, basic research, or manufacturing capacity.
  Joint venture is a popular strategy that occurs when two or more companies form a temporary partnership or consortium for the purpose of capitalizing on some opportunity.
  A merger occurs when two organizations of about equal size unite to form one enterprise. An acquisition occurs when a large organization purchases (acquires) a smaller firm or vice versa.
  Private equity (PE) firms are acquiring and taking private a wide variety of companies almost daily in the business world.
  First mover advantages refer to the benefits a firm may achieve by entering a new market or developing a new product or service prior to rival firms.
  Outsourcing involves companies hiring other companies to take over various parts of their functional operations, such as human resources, information systems, payroll, accounting, customer service, and even marketing.
• Some key reasons why many mergers and acquisitions fail are provided in Table 5-5.
• Table 5-6 presents the potential benefits of merging with or acquiring another firm.
• First mover advantages are analogous to taking the high ground first, which puts one in an excellent strategic position to launch aggressive campaigns and to defend territory.

Which strategy seeks to increase market share of present products or services in present markets through greater marketing efforts?

What are the strategies to increase market share?

What are the 4 types of market strategies?

What are the 4 basic strategies for product/market expansion?