Marketing Strategy and Competitive Positioning pdf ebook


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hooley graham et al marketing strategy and competitive posit

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

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