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Business Strategy
• Session 2
POSITIONING BASED VIEW
(PBV)
WHERE AND HOW SHALL WE COMPETE?
RESOURCE BASED VIEW
(RBV)
WHAT SORT OF ORGANISATION SHOULD WE BE?
IN ORDER TO ACHIEVE SUSTAINABLE COMPETITIVE ADVANTAGE
Stick to the knitting
Exploit what you know
Meet current customer needs
Plan
Demand accountability
Process and Structure
Systems
Dream of opportunity spaces
Explore what you don’t know (you don’t know)
Anticipate future needs
Learning and Emergence
Freedom and Flexibility
Unstructured Interaction
EFFICIENCY
CREATIVITY
SWOT BOX
OPPORTUNITIES THREATS
STRENGTHS WEAKNESSES
OPPORTUNITIES AND THREATS
STRENGTHS AND WEAKNESSES
ARE
INTERNAL
EXTERNAL
OPPORTUNITIES AND THREATS
ARE EXTERNAL TO THE COMPANY AND COME FROM …..
IN THE PEST FACTORS
PEST(EL)
POLITICAL
ECONOMIC
SOCIAL TECHNOLOGICAL
ENVIRONMENTAL LEGAL
THE ONLY USE OF THE WORD SUSTAINABLE IN MANAGEMENT IS WHEN IT GOES IN FRONT OF THE WORDS ‘COMPETITIVE ADVANTAGE’
TODAY
BUSINESS SUSTAINABILITY IS THE OPPORTUNITY FOR BUSINESS TO IMPROVE ITS PROFITABILITY, COMPETITIVENESS, AND MARKET SHARE WITHOUT COMPROMISING RESOURCES FOR FUTURE GENERATIONS.
YESTERDAY
POLITICAL
ECONOMIC
SOCIALTECHNOLOGICAL
ECOLOGICAL
POLITICAL
ECONOMIC
SOCIALTECHNOLOGICAL
ECOLOGICAL
PETE’S PEST
L O O K O U T W A R D SA N D F O R W A R D S
S T R A T E G I S T S S H O U L D
FROM THE ENDGAME
BACKWARDS
TIME HORIZON
EXTERNAL FOCUSINTERNAL FOCUS
PAST
LONG-TERM FUTURE
CURRENT PRACTICE
CHAMPIONS PRACTICE
FROM ‘FIT’
WITH OUR EXISTING RESOURCES WHAT
OPPORTUNITIES ARE THERE?
STRENGTHS
OPPORTUNITIES
TO ‘STRETCH’
OPPORTUNITIES
STRENGTHS
GIVEN THE OPPORTUNITIES HOW COULD WE
STRETCH OUR RESOURCES TO PROFIT FROM THEM?
TOWARDS THE FUTURE
TOWARDSTHE WORLD
INNOVATION
GLOBALISATION
Visionary AND Practical
100 YEARS AGO
NO…
AUTOMOBILE
AVIATION
MUSIC RECORDING
PETROCHEMICALS
PHARMACEUTICALS
INDUSTRIES
30 YEARS AGO
NO…
MOBILE PHONES
EXPRESS PACKAGE DELIVERY
HOME COMPUTERS
MUTUAL FUNDS
5 YEARS AGO
NO…
WIRELESS HOTSPOTS
CAMERAPHONES
RFID TAGS
DECODED GENOMES
WHAT INDUSTRIES WILL BE IMPORTANT BY THE END OF YOUR WORKING LIVES THAT DON’T/ (HARDLY) EXIST?
NANOTECHNOLOGY
NEUROTECHNOLOGY
SOLAR PHOTOVOLTAICS
NON INVASIVE DIAGNOSTICS
HUMAN/ANIMAL HYBRIDISATION
PROBABLY NOT…
TELEPORTATION
FASTER THAN LIGHT TRAVEL
INTERDIMENSIONAL WORMHOLES TO PARALLEL UNIVERSES
ALIEN/HUMAN HYBRIDS
DEVELOP A NEW PRODUCT/SERVICE
HELP START A NEW INDUSTRY
START A NEW COMPANY IN AN EXISTING INDUSTRY
‘The point is not only to understand the world, but to change it’
Karl Marx
The bottom of the Pyramid
Web 2.0/3.0
Eco-entrepreneurship
Per Capita Income
>$30000296 million
>$10000723 million
>$4000
2,397 million
2,692 million
THE ISLAND OF CONSUMERS
THE SEA OF NON-CONSUMERS
Deforestation
Topsoil erosion
Water shortage
Sana’a (capital of Yemen) waterless by 2010
Quetta (capital of Baluchistan) dry by 2020
Beijing fresh water now 1 mile underground
Depleted fisheries
DEEP ERRORS OF CLASSICAL ECONOMICS (Number 1)
Price goes up
Message to trawler owners
Invest in bigger trawlers, larger nets, deeper sea technologies.
Markets don’t tell the ecological truth
Deep mistakes of classical economics (number 2)
Desertification
Within 1 hour’s drive of Teheran 88 villages have been lost to the desert
Deteriorating rangelands
Vanishing coral reefs
1903
2007
Melting glaciers
Flooding
Reducing biodiversity
Waste mountains
Designtex
Rohner Textile Gmbh
This leading U.S. commercial fabric firm teamed up with a textile mill in Switzerland and McDonough-Braungart to design and produce an upholstery fabric so toxin free that the local garden club uses factory trimmings as mulch. When Swiss inspectors tested the mill's effluent, they thought their instruments were broken-the water leaving the
factory was as clean as when it entered.
All waste that isn’t food represents a serious design failure
‘Our vision for the future is zero-emissions driving’
Norbert Reithofer
CEO BMW 27th Sept 2007
Boring. Yawn
‘FIT’ STRATEGY
Our vision for the future is positive emissions driving………
The nutri-car
‘STRETCH’ STRATEGY
CAPTURES WATER VAPOUR
STORES NITROUS OXIDE FOR USE AS FERTILISER
STORES CARBON AS CARBON BLACK
TIRES ATTRACT AND CAPTURE HARMFUL AIRBORN PARTICLES
Nutrishoes
Nutri……..??
Paint
Cans
Before opening it checks my blood sugar/alcohol level and DNA for warning signs.
Plays short movie with sound (and advert) after opening
Absorbs toxic particulates and renders them harmless
Solar powered heat exchanger cools can in sunlight
Dissolves when emptyPrinted RFID tag
Nutri-Missiles
CREATING A GLOBAL ECONOMY THAT IS ECOLOGICALLY SUSTAINABLE REPRESENTS THE GREATEST INVESTMENT OPPORTUNITY…….PERHAPS EVER.
Much too important to be left to either the
Treehuggers or ‘Suits’
Per Capita Income
>$30000296 million
>$10000723 million
>$4000
2,397 million
2,692 million + eco-entrepreneurship
3 billion people cook indoors with biomass fuels – wood, dung etc.
1.6 million premature deaths per annum
Destroys trees and other ground cover promoting erosion and flooding
SOLAR COOKERS
Deforestation
Accsys plc
Softwoods with the properties of Hardwoods
Water shortage
Amiad Filtration plc
Hydro International plc
Family of 5 produce 250 litres of body wastes per annum
Which takes 150,000 litres of clean water to get rid of…
Composting toilets
McDonough and Braungart
Major soap manufacturer trying to penetrate the Indian market
‘You’ve been asking for many years about what your potential customers and consumers
want – we want to ask the question:
What does the river want?’
THE OLD PARADIGM:
CRADLE TO GRAVE
THE NEW PARADIGM:
CRADLE TO CRADLE
Powerfilm
GERMANY CREATED 250,000 JOBS LAST YEAR IN RENEWABLE ENERGY
Vestas – world’s largest wind turbine manufacturer
RESOURCEFULNESS
NOT
RESOURCES
PORTER’S 5 FORCES
BARRIERS TO ENTRY
INTENSITY OF COMPETITIVE
RIVALRY
AVAILABILITY OF SUBSTITUTES
POWER OF SUPPLIERS
POWER OF BUYERS
BARRIERS TO ENTRY
CAPITAL REQUIREMENTS
ACCESS TO DISTRIBUTION CHANNELS
BRAND STRENGTH
TECHNICAL KNOWLEDGE
INNOVATIVENESS
MANAGEMENT COMPETENCE
EXISTING NEW
MARKETS
PRODUCTS
EXISTING
NEW
THE ANSOFF MATRIX
MARKET
PENETRATION
MARKET
DEVELOPMENT
PRODUCT DEVELOPMENT
DIVERSIFICATION
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