Levels of Strategic Business
Functional > Environmental > Corporate
Relative market share –your sales for your product divided by the sales of the
largest competitor of the product in the same industry (Comparison).
Annual Market Growth Rate – What percentage do you expect the industry to grow
in the next year.
(mkt growth rate)
CASH COW DOGS
Market Penetration –figuring out how to get existing customers to get more of the
product more often
Market Development – Developing new z markets for existing products (global
Product Development – New product or service to existing customers
Diversification – New product or service for new customers
Sustainable Competitive Advantage
- Customer Excellence – Retaining loyal customers
- Operational Excellence – Efficient operations, excellent supply chain
- Product Excellence – Achieving effective branding and positioning.
- Location Excellence – Companies develop advantage based on their location
in the market place (Timmies, Starbucks)
Situation Analysis Framewor