Marketing Strategy and Competitive Positioning pdf ebook
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hooley graham et al marketing strategy and competitive posit
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- Figure 3.13
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Table 3.1
Determinants of environmental turbulence 85 SPACE ANALYSIS European Commission ruled that the British Government’s 43.4 per cent stake in the group represented state aid and so the group was split up in 2015. 3.12 SPACE analysis SPACE (strategic position and action evaluation – Rowe et al. , 1989 ) analysis extends environ mental analysis beyond the consideration of turbulence to look at industry strength and relates this to the competitive advantage and financial strength of a company. Like Shell’s Directional Policy Matrix and other multidimensional portfolio planning devices, it is a method of summarising a large number of strategic issues on a few dimensions. One of the dimensions is environmental stability (see Table 3.2 ), which includes many of the facets of environmental turbulence. However, with SPACE analysis environmental instability is seen as being counterbalanced by financial strength, a company with high liquidity, or access to other reserves being able to withstand environmental volatility. Figure 3.13 Environmental turbulence Source: Based on Ansoff (1984) Figure 3.4 .5, p. 222. Environmental turbulence Mark eting turbulence Innovation turbulence Developing Discontinuous Repetitive Changing Surpriseful Developing Discontinuous Repetitive Changing Surpriseful Strategic thrust Capability Repetitive Developing Reactive Adaptive Changing Discontinuous Surpriseful Grocers (Tesco, Sainsbury etc.) Convenience stores (7/11, SPAR etc.) Creative Creative Exploring Global Anticipatory Synergistic Stable Custodial 86 CHAPTER 3 THE CHANGING MARKET ENVIRONMENT Company dimensions Industry dimensions Financial strengths Environmental stability Return on investment Technological changes Leverage Rate of inflation Liquidity Demand variability Capital required/available Price range of competing products Cash flow Entry barriers Exit barriers Competitive pressures Risk Price elasticity of demand Competitive advantage Industry strength Market share Growth potential Product quality Profit potential Product life cycle Financial stability Product replacement cycle Technological know-how Customer loyalty Resource utilisation Competition’s capacity utilisation Capital intensity Technological know-how Market entry ability Vertical integration Productivity Download 6.59 Mb. Do'stlaringiz bilan baham: 
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