Major Strategy Frameworks

Major Strategy Frameworks WHAT IS  VALUE CHAINThe Value Chain is easily identifiable in the production industry, where a company takes raw material and turns it into a useable product that it sells to customers. It is more difficult to recognize the value chain in other industries. Nevertheless, companies in any industry that wish to find ways to optimize their processes while creating an advantage in the marketplace must study the Value Chain. The Value Chain is used to find potential competitive advantages.The goal of the strategy is to identify the most valuable activities to the company and take action on the activities which can be improved upon to add competitive advantage. There are two advantages within the value chain: differentiation and cost. A differentiation advantage indicates that a company performs the activities of the business better than the competitors. A cost advantage demonstrates that the company performs business activities for a lower cost, leading to greater profits.There is a direct relationship: the higher the competitive advantage, the more likely people are to purchase the product or service. Further, the more they buy increases the likelihood of them continuing to purchase from the company. A close scrutiny of a company’s processes can lead to superior products, higher profits and a greater market share through the use of the value chain.An Introduction To Value Chains[slideshare id=8698270doc=valuechainsintro140711-110726211033-phpapp02]WHEN IS THE VALUE CHAIN STRATEGY USEFUL?The value chain is useful for any industry that sells products or services to consumers. For the company that wishes to remain competitive in the new global economy, a value chain analysis should be considered mandatory. It can be beneficial to any company that wants to identify areas to reduce costs while adding value or for the company that is seeking to distinguish itself from a sea of competitors. The process of evaluating a value chain can be lengthy. This can be discouraging to a business owner who wants to ‘fix’ whatever is wrong, or who is looking to maximize profits. However, the process will be worth the additional time it requires.COMPONENTS OF THE VALUE CHAIN STRATEGYThere are  two main components of the value chain: primary activities and support activities. Within the two categories are additional processes that help to narrow down the specific areas within a company that adds value.Primary Activities within Value ChainThe primary value activities are directly tied to the creation, sale, support and maintenance of the product or service. These primary activities will vary depending on the industry or business, but a general look at each one can identify areas that any company encompasses. Primary value activities add value directly to the product.Inbound Logistics:  The Inbound Logistics component focuses on all of the methods used to bring raw materials, or company inputs, into the business. This can include retrieving, storing and distribu ting material internally.Operations:  As the raw material makes it way though the company, Operations adds value by transforming the material into a useable product. This is the stage of the value chain that produces a product for customers.Outbound Logistics:  Once the product has been completed, the process of moving it from the company to the consumers is called Outbound Logistics. Collecting, storing and distributing products, as well as preparing the company for additional growth is part of this stage of the value chain.Marketing and Sales:  The methods used to convince consumers to purchase products or services over another’s business are called  marketing  and sales. Value can be found by the addition of benefits and the success of communicating those benefits to customers.Service:  After the completion of a sale, the Service component in a value chain considers the value in maintaining their product.Support Activities within Value ChainIn addition to the primary value acti vities, the value chain also considers support activities. Support activities are the behind the scenes aspect of a company that indirectly add value to products or services. There are four major components within support activities.Firm Infrastructure:  This includes the control systems, culture of the company and the overall structure of the organization. Within this component are the company’s accounting systems, administrative organization and other structures that allow the company to operate.Human Resource Management:  Concerned with the human element of the corporation, this section of the value chain accounts for employee interactions. It encompasses hiring, firing, training and compensation, and is one of the largest components in the value chain.Technology Development:  An important feature of the value chain, the technology development component regulates technology costs, managing information and maintaining current technology standards.Procurement:  This component stu dies how the company acquires the needed resources to operate. It includes vendor and supplier negotiations.CREATING THE VALUE CHAIN STRATEGYTo create a value chain strategy, it requires careful analysis of the activities that the company engages in to generate revenue. This analysis should be a step-by-step look at the processes that are used during the course of business and will include not only the primary value activities but the support activities as well.The process of conducting a value chain audit can be performed by a top-level manager, department head or other high-level executive who is looking to increase profits. In addition, it can be handled by a team or advisory committee. Generally speaking, having several people who would be willing to participate in the exercises will provide a more comprehensive look at the company and the opportunities to strategically improve. Once the decision of who will participate in the exercises has been made, the process can begin.It ca n be helpful to ‘follow’ a product from the moment the raw materials enter the process until they are purchased by a consumer. Along the way, note the areas where the process can be improved or value can be added. Be sure to include how staffing is recruited and compensated, the use of technologies and customer feedback. It can be helpful to list the items on a chart paper or spreadsheet.For the listed activities, generate a list of value factors. Value factors are developed from the customer point of view and identify what a customer would consider important. Next to the value factors, detail the methods the company can use to improve in each area. These action steps â€" the Value Analysis â€" can be used to formulate a strategy for improving company profits.USING THE VALUE CHAIN STRATEGYThe Value Chain is a worthless exercise if it is not followed by an  analysis and planning of action steps. Depending on the type of advantage the company desires to focus on, the resulting ana lysis and action plan will have different strategies.Differentiation StrategyThe advantage of a differentiation strategy is found in the production of better products, availability of more features and meeting customer demands. To accomplish this advantage, it may require a higher cost structure, but can ultimately pay off in higher profits if managed correctly. To create an action plan based on differentiation, the Value Chain Analysis is completed with a slightly different approach. The Value Chain Analysis should focus primarily on identifying and optimizing the activities in the process chain that create the most customer value. In addition, the company should focus on adding additional features to their products, while maximizing the customer service experience and increase the potential for customization. The ultimate goal of the value chain strategy for the company desiring differentiation is to generate opportunities for sustainable differentiation.Cost StrategyA company tha t wishes to compete in the marketplace on cost must evaluate the value chain data from a different perspective.An exhaustive study of the primary and support activities of the company must be done â€" detailing how the work is completed at each step of the process.Attached to each part of the process must be the cost of the activity. This allows for inefficiently performed activities or large sources of cost to be recognized and evaluated.Evaluation of the cost drivers must be performed for each step of the process as well. Determining what drives the costs allows the company to develop ways of reducing costs at each stage of the production.Identification of the connections between the parts of the process can assist the company in the understanding of how cost changes in one part of the process may affect a different part.Reduction of cost through the identified areas will generate opportunity for a successful value chain.After completing a  Value Chain Analysis, it can be tempting (and overwhelming) to consider the dozens of areas that can improve value as imperative. Select several easy-to-implement opportunities and put them into motion immediately. This creates excitement and buy-in by the employees who will be enthused with the quick amount of success that can be had. Screen the list of action steps and prioritize them according to feasibility, cost of implementing and necessity. Begin to implement changes according to the strategy type desired. As the marketplace changes, additional evaluation of the value chain may be necessary to maintain a competitive edge.EXAMPLE OF VALUE CHAIN STRATEGY: STARBUCKS As a company strives to create strategies that will increase revenue, they study the processes that affect their production. Deciphering the ways that a company adds value â€" transforming business inputs into outputs by optimizing the value chain is a fundamental strategy to increase profits. One method used by companies is the Porters Generic Value Chain. Knowing how a company can optimize the processes within its value chain, as well as understanding how to increase the efficiency of the production process overall is essential in developing a competitive strategy. © pixabay | PublicDomainPicturesIn this article we look at 1) what is Value Chain, 2) when is the  Value Chain strategy useful, 3) components of  Value Chain strategy, 4) creating the  Value Chain strategy, 5) using  Value Chain strategy, and 6) example of  Value Chain strategy: Starbucks.WHAT IS  VALUE CHAINThe Value Chain is easily identifiable in the production industry, where a company takes raw material and turns it into a useable product that it sells to customers. It is more difficult to recognize the value chain in other industries. Nevertheless, companies in any industry that wish to find ways to optimize their processes while creating an advantage in the marketplace must study the Value Chain. The Value Chain is used to find potential competitive advantages.The goal of the strategy is to identify the most valuable activities to the company and take action on the activities which can be improved upon to add competitive advantage. There are two advantages within the value ch ain: differentiation and cost. A differentiation advantage indicates that a company performs the activities of the business better than the competitors. A cost advantage demonstrates that the company performs business activities for a lower cost, leading to greater profits.There is a direct relationship: the higher the competitive advantage, the more likely people are to purchase the product or service. Further, the more they buy increases the likelihood of them continuing to purchase from the company. A close scrutiny of a company’s processes can lead to superior products, higher profits and a greater market share through the use of the value chain.An Introduction To Value Chains[slideshare id=8698270doc=valuechainsintro140711-110726211033-phpapp02]WHEN IS THE VALUE CHAIN STRATEGY USEFUL?The value chain is useful for any industry that sells products or services to consumers. For the company that wishes to remain competitive in the new global economy, a value chain analysis should be considered mandatory. It can be beneficial to any company that wants to identify areas to reduce costs while adding value or for the company that is seeking to distinguish itself from a sea of competitors. The process of evaluating a value chain can be lengthy. This can be discouraging to a business owner who wants to ‘fix’ whatever is wrong, or who is looking to maximize profits. However, the process will be worth the additional time it requires.COMPONENTS OF THE VALUE CHAIN STRATEGYThere are  two main components of the value chain: primary activities and support activities. Within the two categories are additional processes that help to narrow down the specific areas within a company that adds value.Primary Activities within Value ChainThe primary value activities are directly tied to the creation, sale, support and maintenance of the product or service. These primary activities will vary depending on the industry or business, but a general look at each one can identify ar eas that any company encompasses. Primary value activities add value directly to the product.Inbound Logistics:  The Inbound Logistics component focuses on all of the methods used to bring raw materials, or company inputs, into the business. This can include retrieving, storing and distributing material internally.Operations:  As the raw material makes it way though the company, Operations adds value by transforming the material into a useable product. This is the stage of the value chain that produces a product for customers.Outbound Logistics:  Once the product has been completed, the process of moving it from the company to the consumers is called Outbound Logistics. Collecting, storing and distributing products, as well as preparing the company for additional growth is part of this stage of the value chain.Marketing and Sales:  The methods used to convince consumers to purchase products or services over another’s business are called  marketing  and sales. Value can be found by the addition of benefits and the success of communicating those benefits to customers.Service:  After the completion of a sale, the Service component in a value chain considers the value in maintaining their product.Support Activities within Value ChainIn addition to the primary value activities, the value chain also considers support activities. Support activities are the behind the scenes aspect of a company that indirectly add value to products or services. There are four major components within support activities.Firm Infrastructure:  This includes the control systems, culture of the company and the overall structure of the organization. Within this component are the company’s accounting systems, administrative organization and other structures that allow the company to operate.Human Resource Management:  Concerned with the human element of the corporation, this section of the value chain accounts for employee interactions. It encompasses hiring, firing, training and compensa tion, and is one of the largest components in the value chain.Technology Development:  An important feature of the value chain, the technology development component regulates technology costs, managing information and maintaining current technology standards.Procurement:  This component studies how the company acquires the needed resources to operate. It includes vendor and supplier negotiations.CREATING THE VALUE CHAIN STRATEGYTo create a value chain strategy, it requires careful analysis of the activities that the company engages in to generate revenue. This analysis should be a step-by-step look at the processes that are used during the course of business and will include not only the primary value activities but the support activities as well.The process of conducting a value chain audit can be performed by a top-level manager, department head or other high-level executive who is looking to increase profits. In addition, it can be handled by a team or advisory committee. General ly speaking, having several people who would be willing to participate in the exercises will provide a more comprehensive look at the company and the opportunities to strategically improve. Once the decision of who will participate in the exercises has been made, the process can begin.It can be helpful to ‘follow’ a product from the moment the raw materials enter the process until they are purchased by a consumer. Along the way, note the areas where the process can be improved or value can be added. Be sure to include how staffing is recruited and compensated, the use of technologies and customer feedback. It can be helpful to list the items on a chart paper or spreadsheet.For the listed activities, generate a list of value factors. Value factors are developed from the customer point of view and identify what a customer would consider important. Next to the value factors, detail the methods the company can use to improve in each area. These action steps â€" the Value Analysis †" can be used to formulate a strategy for improving company profits.USING THE VALUE CHAIN STRATEGYThe Value Chain is a worthless exercise if it is not followed by an  analysis and planning of action steps. Depending on the type of advantage the company desires to focus on, the resulting analysis and action plan will have different strategies.Differentiation StrategyThe advantage of a differentiation strategy is found in the production of better products, availability of more features and meeting customer demands. To accomplish this advantage, it may require a higher cost structure, but can ultimately pay off in higher profits if managed correctly. To create an action plan based on differentiation, the Value Chain Analysis is completed with a slightly different approach. The Value Chain Analysis should focus primarily on identifying and optimizing the activities in the process chain that create the most customer value. In addition, the company should focus on adding additional featur es to their products, while maximizing the customer service experience and increase the potential for customization. The ultimate goal of the value chain strategy for the company desiring differentiation is to generate opportunities for sustainable differentiation.Cost StrategyA company that wishes to compete in the marketplace on cost must evaluate the value chain data from a different perspective.An exhaustive study of the primary and support activities of the company must be done â€" detailing how the work is completed at each step of the process.Attached to each part of the process must be the cost of the activity. This allows for inefficiently performed activities or large sources of cost to be recognized and evaluated.Evaluation of the cost drivers must be performed for each step of the process as well. Determining what drives the costs allows the company to develop ways of reducing costs at each stage of the production.Identification of the connections between the parts of th e process can assist the company in the understanding of how cost changes in one part of the process may affect a different part.Reduction of cost through the identified areas will generate opportunity for a successful value chain.After completing a  Value Chain Analysis, it can be tempting (and overwhelming) to consider the dozens of areas that can improve value as imperative. Select several easy-to-implement opportunities and put them into motion immediately. This creates excitement and buy-in by the employees who will be enthused with the quick amount of success that can be had. Screen the list of action steps and prioritize them according to feasibility, cost of implementing and necessity. Begin to implement changes according to the strategy type desired. As the marketplace changes, additional evaluation of the value chain may be necessary to maintain a competitive edge.EXAMPLE OF VALUE CHAIN STRATEGY: STARBUCKSUnderstanding the process of a value chain can provide a company wit h real-time information that can be used to generate increased revenue or gain an advantage over the competition and determine where profit-pitfalls may lurk within the corporate structure.As an example of a value chain strategy, consider the global coffee supplier, Starbucks.Primary ActivitiesInbound Logistics:  As Starbucks’ primary source of revenue, the inbound logistics of their coffee beans is imperative. This requires a high quality of beans, a steady supply chain and a continuous relationship with suppliers in the global market.Operations:  This aspect of Starbucks’ corporation is handled through direct operations and licensing agreements. The company is almost evenly split between the two, with nearly as many corporate stores as there are franchises. In addition, Starbucks offers its products in retail locations such as grocery and specialty stores.Outbound Logistics:  Distribution to the company and franchise stores, as well as the retail/grocery stores is the main foc us of the outbound logistics.Marketing and Sales:  With a strong and loyal customer base, Starbucks is able to maximize their marketing efforts through customer loyalty programs, member only incentives and other methods. In addition, they rely heavily on  word of mouth advertising  and product samples to generate additional sales.Service:  Customer service at Starbucks is considered to be the pinnacle of the coffee-buying experience. Employees are encouraged to go out of their way to provide exceptional customer service.Support ActivitiesInfrastructure: The infrastructure at Starbucks includes their accounting, legal support and other governmental regulations for establishing locations around the world.Human Resources:  Considered the largest and most valuable resource Starbucks has, their workforce is highly trained, well compensated and motivated through staff training, competitions and incentives.Technology Department:  The use of technology within the Starbucks Corporation is es sential to the daily operations of the company as well as the long-term effect on the day. Using the latest in technological advances to roast coffee, enhance the customer experience and maximize cost saving is paramount for the company.Procurement:  Ensuring a steady stream of coffee beans as well as other raw food materials for the local shops is essential to the success of the company. In addition, the development of additional locations, materials and equipment necessary to open those locations will be important. Finally, the development of the materials used in retail locations requires additional materials and supplies that must be obtained.A value chain is a thorough investigation into a company’s processes, and provides corporate officials the information and tools needed to remain competitive in a changing economy.Image credit:  pixabay | PublicDomainPictures under Public Domain Dedication. Major Strategy Frameworks Developed in the late 1950’s by Harry Markowitz, Modern Portfolio Theory was introduced as a means of managing an investor’s financial portfolio. According to Markowitz, an investment portfolio cannot be made up of assets (or investments) that are chosen individually. Before selecting companies to invest in, there needs to be a consideration of how the portfolio as a whole unit will change in price.As with any investment, there is an understood amount of risk involved. By its vary design, then, there is a direct correlation between risk and reward. Typically, investments that are riskier will bring a higher element of return. Portfolio Theory establishes two possible ways of handling risk and return: If the desired amount of risk is known, then the Portfolio Theory will guide the asset selection process to choose investments with a high level of expected return. If the desired expected return is known, the Portfolio Theory explains the steps in selecting investments that offer th e lowest risk.Similar to a financial investor, while investing in several assets an entrepreneur has usually to optimize his  portfolio of products / projects. Hence, Portfolio Theory can be applied in selection of products / projects with either higher returns given the level of risk or with lower risk given the level of return.Portfolio Theory, then, is a system of diversification. Using precise mathematical equations that determine risk and reward, along with a set of assumptions about investors and the financial markets, the Portfolio Theory provides a process of developing an optimal strategy for diversification. © Shutterstock.com | Syaheir AzizanIn this article, we will look at 1) what is Portfolio Theory, 2) when is the Portfolio Theory useful, 3) components of the Portfolio Theory, 4) creating the Portfolio Theory strategy, 5) using the Portfolio Theory strategy, 6) examples of Portfolio Theory strategy â€" General Electric.WHAT IS THE PORTFOLIO THEORY STRATEGYTo understand Portfolio Theory, it is helpful to consider an example: a company that has an oil refinery business. This oil company has several oil fields in its portfolio and tries now to select the oil fields with the highest return given the same level of risk. The returns for oil company are the revenues from oil projects devived from its volume of oil production, the oil price, operating costs to maintain the oil refinery, as well as the initial investment in the starting the oil refinery. On the other side, the risk for oil company contains in the ultimate volumes of oil reserves, the change in the oil price and operating cos ts, as well as unpredicted additional amount of investment for getting the oil field start producing oil. Using the principles of the Portfolio Theory, the company can let its portfolio  of oil refinery be diversified, but optimize it by comparing the oil projects based on return and risk profiles. In this example, oil company can for example define the level of risk, which it can handle and select then the oil fields with the highers returns given this level of risk. In doing so, the company can generate a diversified and optimized portfolio of oil projects. It has then minimized their risk, and maximized their return. © Wikimedia commons | ShuBraqueWhile the nuances of the Portfolio Theory are difficult to grasp, the basic ideas are clear: diversification and risk/return optimization leads to a stronger portfolio.WHEN IS THE PORTFOLIO THEORY STRATEGY USEFUL?Investors have used the Portfolio Theory strategy to compile an investment portfolio for years. As an investor, it is useful to diversify and to optimize investment holdings that will generate returns. The Portfolio Theory is beneficial to a company or an investor who wishes to have a deeper understanding of the risk and reward relationship. By looking closely at the amount of acceptable risk, an investor gets an idea of the type of investments they should select. Many investors consider themselves as ‘risk-takers’ but when confronted with actual data about the risk involved, prefer to take a safer, more traditional route. Other investors consider themselves as conservative but would be comfortable with a higher level of risk. Evaluating t he level of risk that can be tolerated gives an understanding of an investor’s risk tolerance.In corporate applications, the Portfolio Theory is useful to establish a strategy for increasing and optimizing a corporate portfolio. Again, it gives an indication of risk tolerance, but it also provides opportunity for discovering methods of diversifying a company’s holdings and offerings. Developing areas that can increase rewards, while balancing the risks is essential in stable companies.Finding the perfect balance of risk versus reward is the fundamental basis for the Portfolio Strategy â€" making it extremely useful for the company that wishes to minimize their risk.COMPONENTS OF THE PORTFOLIO THEORY STRATEGYThere are four main components in the Portfolio Theory: risk, return, efficient frontier, and diversification.RiskThe Portfolio Theory assumes that when given a portfolio of investments with equal returns, the investor will select the one with the lower level of risk. Accordi ng to the assumptions of the theory, an investor will only take on additional risk if there is an expected level of higher reward. The relationship between risk and return is affected by the number of assets in the portfolio.ReturnWith the framework of the Portfolio Theory, an investor who wants to generate a higher level of reward, or return, must be willing to have a higher level of risk. The implication, then, is that an investor will choose to invest in a portfolio that offers a lower level of risk with the highest level of return.DiversificationMarkowitz’s theory demonstrates that an investor who wishes to reduce risk can do so by establishing a diverse portfolio. Using mathematical principles and formulas, the return variance of the portfolio can be established. Simply put, the sum of the assets, over the square of the fraction of assets is multiplied by the asset’s return variance. When the assets are completely uncorrelated, the portfolio is diversified and the investor can experience a higher level of reward.Efficient FrontierAlso known as the Markowitz bullet, the Efficient Frontier is the graphical representation of the Portfolio Theory. By plotting the possible combinations of assets to risk, the risk-free area is clearly identified on a hyperbola graph. Moving along the risk-free rate line, an investor can begin to identify what level of risk is comfortable based on the expected level of return.CREATING THE PORTFOLIO THEORY STRATEGYThe basis for the Portfolio Theory is mathematical. A long, complex formula for investing is used to determine the risk/reward ratio and establish a diversified and optimized portfolio. Typical entrepreneur might not have the desire or know-how to establish a mathematical formula to determine investments in products and projects within her/his business, however, and the statistical data for the strategy is lost on many.Creating a true Portfolio Theory strategy for a company, then, requires the assistance of financia l planners and potentially fund managers who have access to tools and data streams to provide information. The concepts of the strategy, however, can be clearly understood and used by even the most novice investor or entrepreneur in her/his business.Investors can establish their portfolio two ways. Identifying the acceptable level of risk gives an idea of the expected level of returns. Conversely, identifying the desired returns will identify the amount of risk necessary. Applying diversification will spread the risk over a number of assets, lessening the individual risk but increasing the overall return.USING THE PORTFOLIO THEORY STRATEGYThe Portfolio Theory has a wide range of applications outside the world of finance. Modern users of the theory have applied it to scientific processes, charting the possible outcomes of experiments. It has been used to find relationships in the workplace with studies of variability and economic growth in the labor force. Social psychology has adapt ed the theory to develop a model of self-concept. According to psychologists, an individual’s self-esteem is stable when their self-concept is more diverse.The same principles can be applied in a business setting, where the fundamentals of Portfolio Theory can be applied to corporate strategy. For companies that have multiple divisions, offer a line of products or services, using the Portfolio Theory can lead to a more stable and consistent revenue stream. In addition, it can offer a company clearer vision of how to increase their market share, while minimizing risk.A company that wishes to increase their reward (or, put another way, to generate more revenue) can institute the Portfolio Theory. Adding a diversified set of assets will lessen the risk of diminishing returns. In the oil refinery company example used above, the company selected diversity of oil fields based on their risk/return profiles. It reduced the risk on the portfolio level (by selecting lower level risk oil fie lds), added diversity (by selecting several oil projects), and increased revenue (by selecting higher revenues for defined level of risk). Finding ways for adding diverse projects with optimized risk / return profile can help a company grow and profit.Finding ways to apply the Portfolio Theory to a business’ strategy will increase their stability within the marketplace. Looking at a company’s portfolio of products / projects overall will help drive decisions about adding or reducing the number of products / projects, in direct correlation to the amount of return desired. If one department or division is not performing well, it will not be as detrimental when other divisions can offset the deficit. The company can then make decisions regarding the addition of a new asset to replace the poorly performing section or to develop methods to increase that division’s revenues.EXAMPLES OF PORTFOLIO THEORY STRATEGY â€" GENERAL ELECTRICIt is helpful to evaluate the corporate application of the Portfolio Theory by examining a company that uses the strategy to determine their growth. One of the largest companies around, General Electric (GE) has a long history of diversification and product portfolio optimization. Within the last few years, however, they have streamlined their corporate structure into six main areas: banking, transportation, appliances and lighting, aviation, energy and health care. © General ElectricTo apply the Portfolio Theory, consider each industry as an asset. Limiting their assets to six, they have optimized their risk/reward formula. By selecting industries that operate independently of each other, they have a range of diversification without high elements of risk. The reward component of the formula can be seen in the potential for double-digit growth in earnings for 2014. With a focus on developing within the industries they have chosen, they are increasing their organic revenue in an environment that allows for low reward in one area balanced by the higher rewards in another.Over the last several years, the largest growth revenues have come through GE’s banking industries. The smallest revenues have been through their transportation division. Based on the Portfolio Theory, they can still achieve high levels of reward, due to the relationship between their risk factors. In an effort to further stabilize their revenues, GE has been putting their effo rts into bolstering their transportation division, while pulling back from their banking industry. As the recession has receded, demand for GE’s locomotive has increased with the recovering railway industry.By achieving industrial growth that is sustainable, GE has managed to remain a stable force in the marketplace. Examining the relationship between the different industries that GE offers, it is clear to see how the Portfolio Theory can be applied to a corporation with success. Considering the overall portfolio of GE shows a company that has a high level of revenue, with an overall low level of risk, making GE a strong investment opportunity.The Portfolio Theory as a strategy for business can demonstrate the elements of acceptable risk and reward helping companies to diversify and to optimize their portfolio of products and services, as well as to establish a strong market presence. While critics of the theory have held that the idea is based in an unreal world of perfect condit ions, the principles of the strategy have clearly worked. Variations of the Portfolio Theory have developed since its inception and it still continues to be a much-used method of investing and business planning today. By taking this investment strategy and applying it to other areas of business, the long heralded method is still as effective as it was over thirty years ago. Image credit:  Wikimedia commons | ShuBraque under Attribution-ShareAlike 3.0 Unported. Major Strategy Frameworks No matter the size of the company, it is essential to the growth and success of the business to periodically evaluate the direction it is moving. This process can be done in a variety of ways, but finding a method that is cost effective, reliable and useful often intimidates business executives. For the company that is new to the idea of strategic planning or who wants a simple, quick method of finding direction the SWOT strategy is ideal. Aptly named for its features, the SWOT is an analysis of the Strength, Weakness, Opportunity and Threats that a company experiences. © Shutterstock.com | TheGigerRangerIn this article, we will look at 1) what is SWOT, 2) when is SWOT useful, 3) components of SWOT, 4) creating SWOT, 5) using SWOT, and 6) example of SWOT.WHAT IS SWOTThe SWOT strategy focuses on two areas: internal factors and external factors. When considering the internal factors, the company must focus on the areas within the company that they can control. The internal inspection will be centered on the strengths and weaknesses of the business. Before starting any campaign to expand the company or trying to advance in the marketplace, it is vital to take inventory of the current company standing.Beginning with an investigation that looks inward, it is possible to establish a realistic picture of the state of the company. To begin, the business must evaluate the factors of the company that are strengths, or advantages in the marketplace. These items may include staffing, assets, position in the industry â€" any features that set the company apart from the competition in a positive way. In addition to the strengths of the company, a similar examination of the internal weaknesses of the business must be conducted. Weaknesses may be processes that aren’t fully functioning, limited use of technology, access to shipping lines â€" the hurdles that the company faces in order to do business.Conversely, a thorough understanding of the external factors that the company faces must also be established. This is done through the last two features of the SWOT: opportunities and threats. In a business environment, these items are aspects of business that a company cannot control. In many applications, external factors deal primarily with what is considered ‘the competition’, but for a successful SWOT analysis, it must include factors beyond that. Opportunities for the company include market awareness and growth, public perception and economic trends. Threats may be the most difficult to establish, but should be carefully considered. T hreats can include funding delays, opposition to new processes or products or timing issues.WHEN IS SWOT USEFULThe SWOT analysis can be beneficial to a company in a variety of scenarios. Most scenarios can be categorized into either developing new business or evaluating existing business. Companies that wish to develop a strategic plan for the expansion of their business would be well served by performing a SWOT analysis before engaging in action. The SWOT can be used when a company is beginning to implement an expansion into a new market area, when considering a new product line or when developing new policies. Evaluating the new venture in light of the existing company structure can provide guidance into the feasibility of adding new products or ideas.In addition, SWOT strategies can be implemented when considering a change in the focus of the company. The possibility of transitioning from a local market to a global scale, for example, could be evaluated using a SWOT analysis. Ano ther consideration for a SWOT analysis is when a taking on new business that could largely impact both productivity and scope of the company.For new businesses, using a SWOT analysis strategy can help guide the company through the early stages of development. Establishing a clear and definitive course of action will be beneficial as a company identity is being formed. By clarifying the unique aspects of the company, employees have a better understanding of the focus of the company and are better equipped to make the company successful.COMPONENTS OF SWOTThe four components of SWOT: strengths, weakness, opportunity, and threat must be individually evaluated. © Flickr | jean-louis ZimmermannInternal factors: StrengthsThe features of the company that are benefits and can be both tangible and intangible are the strengths of the business. These positive features are within the control of the company. Strengths may include: resources (both human and otherwise), advantages over competition, facilities and more. To determine strengths, a company may consider the following questions:What does the company do better than any other company in the industry?What are the advantages that the company has?What are the resources that the company has that others don’t have?What human resource advantages does the company have?What positive features does the company have that gives an edge over the competition?Internal factors: WeaknessesIt may seem counter-productive to focus on the negative internal aspects of a business, but to truly achieve success, the weaknesses must be addressed. Being realistic and honest provides a true picture of the company and prevents complications and issues later. Some of the areas to consider weaknesses will be discovered by using questions such as:What are the areas that the company can improve?What causes the company to lose business?What areas are lacking in the business?Are the resources available to the company limited?Does the location of the business hinder success?What continuous training efforts are in place for employees?Considering the external aspects of the SWOT are equally as important. These issues that are beyond the control of the company must be included in a strategic plan for success. Externally, there are Opportunities and Threats. By maximizing the opportunities and minimizing the threats, the successful company will be able to move beyond their current position in the marketplace.External factors: OpportunitiesThese positive features outside the company are reasons that the company will be successful. By taking advantage of the opportunities the company faces, the company can r each their potential for growth, expansion and success. Opportunities can be evaluated through discussion of some of these questions:What opportunity for growth exists in the current market?What legislation or funding opportunities have been created that can benefit the company?What timeline exists for these opportunities?How does the physical location of the company affect the future?What changes in demographics can increase sale opportunity?What changes in technology can the company take advantage of?External factors: ThreatsThese external factors put a company at risk. The threats to the business include competition, legislation, or other factors that are beyond the control of the company. While it is impossible to plan for every contingency, it is helpful to be aware of the threats and have an established plan in place for dealing with them.Who are the direct competitors in the industry?What changes can affect marketing strategies?What shifts in consumer habits could affect sale s?Are changing legislations putting the company at risk?Does new technology or products make current products or offerings obsolete?These questions are by no means an exhaustive list of items to consider in the creation of a strategic plan. By beginning an investigation of each component of the SWOT, it will help create a clear outline of direction.CREATING SWOTThe creation of a SWOT can be a short, simple process or it can be a more complex process that involves a wider range of people and time. The only limitation to the size and scope of the SWOT analysis is the intent and desire of the company developing the strategy.Creating a SWOT analysis can be completed by the head of a department, the CEO of the company, or the chairman of the strategic development committee. For maximum effectiveness, however, the analysis should be completed by a group of people from various segments of the company. By selecting people in different areas of the business, they will have different inputs i nto the positive and negative aspects of the company which will be essential in creating a true picture of the company. Additional insight can be gleaned from the inclusion of customers in the process. One reason the SWOT strategy is so effective is the simplified process for creation. A basic SWOT can be created during a staff meeting, a company retreat or spread out over the course of several weeks. Depending on the desired use of the SWOT, it can be helpful to schedule a planning session that will span several hours specifically to conduct the analysis.Establishing a casual, relaxed environment and inviting key people to the SWOT strategy session will help generate an opportunity for employees to collaborate while sharing their knowledge and insight for the betterment of the company.Appoint a discussion facilitator to move the group through the exercise. Progress, in order, through the S-W-O-T categories of the strategy. Ask for group feedback regarding each area, using the suppl ied questions, along with any others that may be relevant. Allow for discussion within each category, making notes of comments and ideas. Encourage answers that may be contrary to the overall perception of the company â€" a range of ideas and comments will provide the means for honest discussion about the business. Once the lists of each category have been compiled, identify the top 5 â€" 10 items in each section based on the group discussion. After the analysis has been completed, assemble the results into a chart that lists the results in an easy to see format. Distribute the results to the members of the group to allow for final consideration.SWOT Analysis: How To Perform One For Your Organization USING SWOTAfter completing the SWOT analysis, compiling the reports into useable results is the next step. The analysis identified and prioritized the biggest internal and external factors of the company. The SWOT analysis may have identified issues or problems that need to be addressed . It may have reaffirmed goals and strategies already in place. In addition, it brought attention to factors that can generate growth. In order to successfully use the SWOT, those factors must be turned into short and long term strategies.One of the primary benefits of the SWOT analysis is the ability to focus on maximizing strengths while minimizing weakness. This can be done through a careful consideration of the areas highlighted in the analysis. Look for ways to use the company strengths identified to capitalize on the opportunities assessed. In the same way, develop solutions to minimize the threats that are present by using the existing strengths of the company.By focusing on the positive aspects of the company, the negative factors can be minimized and negated while creating opportunity for growth. Use the list of opportunities developed to establish strategies that will reduce weaknesses. Further, focus on minimizing weakness to avoid potential threats in the marketplace.Gen eralities are the enemy of a successful SWOT strategy. Use only verifiable and precise claims when identifying strengths and weaknesses. Prioritize the list of factors, ensuring that the most important areas are dealt with first. Revisit the SWOT analysis and subsequent strategy plan frequently to ensure that the company direction is still in accordance with the expected strategies.EXAMPLE OF SWOTGenerating a SWOT for a famous company will give an idea of the potential uses for this type of strategic planning. Consider the possible SWOT analysis of IKEA, the retailer famous for home furnishings. The global company has taken Scandinavian style to the forefront of the furniture retailing industry and has utilized the SWOT philosophy to generate direction and planning.A potential SWOT analysis for IKEA may include the following features:StrengthsLow priced, functional products in a wide range of stylesVision for giving people a better lifeConsistent global quality and brandWeaknessesQu ality control in manufacturing countriesBalance between low costs and quality productsCommunication between consumers and shareholdersOpportunitiesIncreased market demand for environmentally conscious productsMarket increase for low carbon footprint corporationsEconomic downturn forcing consumers to consider lower cost productsThreatsMarket slowdown of first-time homebuyersCompetition entering the low price marketDisposable income shrinking due to economic downturnBy maximizing the opportunities for growth, IKEA can continue to dominate the home furnishings market. Fitting in with their vision to create a better life for people, they can focus on the environmentally conscious aspects of their company by using sustainable, renewable resources. Consistent use of their existing global network will help to reduce their carbon footprint through creative packaging and shipping.The use of the SWOT analysis and strategy can be an essential part of a company’s development. Critics claim th e limited scope of the process make it ineffective in truly determining future growth, but used as part of a larger strategic plan it can be a powerful tool. By using the plan to develop a framework for success, the company will be able to minimize weakness while maximizing the potential for the future. Image credit:  Flickr | jean-louis Zimmermann under Attribution 2.0 Generic. Major Strategy Frameworks Consider planning a trip that will require several nights’ stay in a hotel. There are three to choose from in the town: Hotel A has no amenities beyond the basics. A bed, a bathroom and a tiny pool in the back are all that is offered at the low cost accommodations. Hotel B is a pricey resort, loaded with options; has a free breakfast buffet, an on-site spa, several pools and a well-apportioned room with a view of a nature preserve. Hotel C is a smaller hotel that caters to business travelers in the state. They offer business services, studio rooms with full kitchen facilities, catered business dinners and late check-out options to allow for longer meetings. Travelers choose one of these three hotels based on their personal needs and preferences. Each hotel, however, is an example of a particular type of Generic Competitive Strategy that businesses use to set themselves apart from the competition.Hotel A is betting on the premise that cost is one of the primary decision making facto rs when choosing a hotel. They don’t offer fancy extras, but the rooms are clean and cheap. Hotel B draws clients who want to be pampered and who will wear the hotel’s monogrammed bathrobe proudly on their way down to breakfast. The rooms are expensive, but are larger than some of the homes people live in. Hotel C has narrowed their attention to the weary business traveler and has mastered the art, while maintaining prices that are middle of the road. © Shutterstock.com | Sira AnamwongIn this article, we look at 1) what is generic competitive strategy, 2) when is the generic competitive strategy useful, 3) components of the generic competitive strategy, 4) creating the generic competitive strategy, 5) using the generic competitive strategy, 6) examples of generic competitive strategy.WHAT IS GENERIC COMPETITIVE STRATEGYHarvard professor Michael Porter coined the phrase “generic competitive strategy” in his book, Competitive Advantage: Creating and Sustaining Superior Performance. Since the writing of his book, the phrase has become known in business circles as one of the primary methods of business planning and strategizing for businesses across all industries. The Generic Competitive Strategy (GCS) is a methodology designed to provide companies with a strategic plan to compete and gain an advantage within the marketplace.According to Porter, a company can leverage its strengths to position itself within the competition. When classifying the strengths of a company, they can either be placed under the heading of cost advantage or differentiation. Within those two strength categories, the scope of the company is either broad or narrow. As a result, there are three strategies that can be applied to any business or industry at the business level (explained later in the post).WHEN IS THE GENERIC COMPETITIVE STRATEGY USEFUL?The GCS is useful when a company is looking to gain an advantage over a competitor. If a company wants to ‘win’ the advantage over other businesses, it does so by winning sales and taking customers away from competitors. An advantage in business, though, does not come easily. It must be developed and established firmly within the framework of a company. Using a business strategy is not a one-off or a weekend exercise; it must become the driving force of the company.In order to do this successfully, a company must implement a Generic Competitive Strategy. Not confined to a specific indu stry or company, the methodology can be used in for-profit companies of any kind, as well as not for profit organizations. No matter what type of business, the principles behind the GCS are universal and can be applied to any company.The primary benefit using a GCS is to establish a methodology of doing business that will drive the company in a certain direction. Rather than simply maintaining the status quo, a GCS gives a company a blueprint to follow that will create the structure of the company.Critics of Generic Competitive Strategy denounce the idea that a company must choose one strategy and use it exclusively. Today’s global economy and workforce is a far from the environment that brought Generic Competitive Strategies to the forefront. There is still a use for the GCS plan in today’s business marketplace, however.COMPONENTS OF THE GENERIC COMPETITIVE STRATEGYGCS is based on three generic strategies: cost leadership, differentiation, and focus. Each strategy has a differe nt mechanism for reaching success. Companies within the same industry may not choose the same strategy â€" it is a choice that must be made with the company’s management, based on the desired outcome for success and the company’s strengths. Each strategy has unique components that shape the company. © Entrepreneurial InsightsCost LeadershipA business that wants to achieve an edge through cost leadership will become an expert in lowering costs while maintaining prices. The goal should always be to reduce the costs associated with doing business, while continuing to charge the same price as its competitors. This gives the company a greater profit, without having any extra expenses. Another method of maximizing the Cost Leadership position is by lowering the selling point. Because the costs associated with the products are already low, the company is still making a healthy profit. This allows the company to under bid the competitors while still preserving profits.DifferentiationThe differentiation strategy seeks to set a company apart by creating products that are different than a competitor’s. The specific ways that a company differentiates itself from the competition will depend on the industry of the company, but may include features, support and functionality. The uniqueness of the company â€" the differentiation â€" must only be a feature that a customer is willing to pay a premium price for. A company that focuses on differentiation may be disappointed to realize that their market share is continually changing and comes with a set of risks.FocusThe company that uses the Focus strategy is selecting a niche market, and then determining the scope of the focus. Within the Focus strategy is the option to use either cost leadership or differentiation. It may be confusing to keep in mind that the Focus strategy is dealing with a specific, niche market. Focus does not mean a smaller market simply because the company is small â€" it means that the company has chosen to add value to their products and offer them to a select number of customers. Because the company who chooses a Focus strategy deals exclusively with their client base, they develop a loyal relationship which can generate sales and profits for the future.CREATING THE GENERIC COMPETITIVE STRATEGYB efore creating a Generic Competitive Strategy, a company must decide which strategy to employ. Taking into account the strengths of the company may give an indication of the best strategy to choose, but should not be rushed simply to move to the next item.To determine the best strategy for the company, follow a few simple steps:Create a Strengths, Weakness, Opportunities, Threats (SWOT) chart for each of the three strategies. Once that is completed, it may be clear that a strategy would not be appropriate. If that is the case, eliminate that strategy, and continue to the next step.Conduct an analysis of the industry the business is in. Finding out specifics about the business industry can lead to an increased understanding of the market and how to best position the company.Compare the SWOT analysis to the business industry results. Select the most viable options from the SWOT analysis and compare to the business industry analysis.From the comparisons, a company can begin to answer q uestions such as:How does this strategy help manage supplier power?How does this strategy help reduce the threat of substitution?How does this strategy help reduce customer power?As the company begins to answer the comparison questions, a clear choice should emerge. To decide on the correct strategy, choose the strategy that provides the company with the best set of options for the future.There is an implied danger in not selecting a strategy. Porter referred to the company that had not chosen a definitive strategy as being ‘stuck in the middle’. A firm that doesn’t make a clear choice of strategy may become a company that has little to no profitability, has no competitive advantage and may become a target for companies that chose to differentiate. However, recent studies have indicated that there may be benefit of using a hybrid method that combines more than one strategy. Regardless of what strategy is used, one thing is clear: a company must have a directional strategy to m ove forward.USING THE GENERIC COMPETITIVE STRATEGYPrioritizing the company’s activities based on the chosen strategy will help maximize the success of the plan. The Generic Competitive Strategy will affect the daily decisions of a company, and the industry forces that a company has to deal with may change the way the company operates. The five industry forces (entry barriers, buyer power, supplier power, threat of substitutes, rivalry) would all be affected differently based on the GCS chosen.Using the Cost Leadership strategy requires an aggressive stance towards cost in every aspect of the company’s operations. With low-cost as the defining quality, the company’s management must be ruthless in the pursuit of lower costs.The Differentiation strategy, on the other hand, leads to profits but does not lead to a large market share. By focusing on specific traits of a product or service, a portion of the marketplace is automatically disregarded. This leads to a smaller number of p otential customers, but may generate more profits due to their loyalty and willingness to spend more.Establishing a Focus strategy means the company is choosing to prioritize their activities for a specific market segment. That segment may respond in kind by conducting their business exclusively with the company, thus providing higher profit levels. The company will not be successful, however, if they fail to provide their niche market with differences from what the rest of the consumers receive.Porters Generic Competitive Strategies[slideshare id=9666693doc=portersgenericcompetitivestrategies-111012204625-phpapp01w=640h=330]EXAMPLES OF GENERIC COMPETITIVE STRATEGYWal-Mart is perhaps one of the most well-known companies that use Cost Leadership as their business strategy. With efficient distribution methods, huge volume discounts from suppliers, and their control of manufacturing and inventory, they are able to offer low prices. They have minimized costs and are able to pass the sav ings on to customers, resulting in higher number of customers who spend an average amount of money in their stores. By specializing in low costs, they appeal to a wide number of customers who flock to the store in search of a bargain.Once a fledgling computer company, Apple has set itself apart through their Differentiation strategy. They developed an operating platform (iOS) and then designed products that use that system. The hardware for their products is designed by Apple engineers and designers and their products are compatible and top-notch. Apple not only set itself apart from the competition, it has created a subculture of loyal customers who flock to be the first to receive new devices and products. By designing every component that is used in their products, they have set themselves completely apart from the rest of the industry â€" leaving competitors far behind.For drivers, there are a few choices: car, truck, motorcycle. The market for motorcycles is relatively small an d the market for luxury motorcycles is even smaller. Harley Davidson has established itself as an industry leader in the niche market of motorcycle riders. They use Differentiation Focus as a competitive strategy, and they do it well. Harley riders expect a certain standard from their bikes, along with responsive customer service. This niche market has evolved almost to the point of being a ‘club’ where members find their common ground in the machines they drive. Harley has set itself apart, and established itself as the standard for the true bike rider.Porter began a movement that is still active in today’s business world when he introduced the Generic Competitive Strategy idea. Establishing a company without considering the advantage it wishes to pursue is effectively setting the company up to fail. Careful consideration of the different advantages will give even the most novice entrepreneur an idea of which direction the company should be moving. A correctly implemented str ategy will help keep the company on target, while ensuring that they maintain a competitive edge within the industry.

AsSeenOnScreen - Strategic Management Analysis - Free Essay Example

Identify ASOS Plc key stakeholders and map these stakeholders regarding the power/interest grid. Critique, with supporting commentary, which of these stakeholders will need to be repositioned over the next 12 months. In 1995 Nick Robertson and Quentin Griffith co-founded entertainment marketing limited. Perhaps the initiative was meant to use media houses to advertise their goods to viewers at the age of sixteen and above. Nick was an advertising specialist while Griffith was a brand placement expert. The two young men were the key stakeholders who managed to clinch Pepsi, British Airways, and Carlsberg among others totaling seventeen clients. In 1999 Deborah Thorpe joined them creating an online fashion supplying company known as AsSeenOnScreen to sell some focal items. Most clients admired the items when seen being used in the media screens and films like Mariano Fortuny lamp which featured in an episode of sitcom friends. Nick Robertson was the managing director, Griffith being the sales and marketing director while Thorpe who had media houses professionalism as a broadcaster in channel 4 played a role in running commercial errands in the company (Varley, 2014, p. 88). The AsSeenOnScreen Company was officially launched in June 2000 offering almost one hundred and fifty items especially fashion materials and houseware items. Griffith started to discharge his mandate role by setting commodity limit to sustain quality escalation. He said they were keeping down the range of stuff to introduce and familiarize new items rarely seen on the screen. At the same month, they merged both enterprises into asos.com to raise enough revenue to augment their cost-effective status and operations across the Europe. The business was not fairing on well, and as a result, Thorpe resigned from the board in 2001 thus becoming an inactive member. Lorri Penn joined the board as a retail director and introduced a crucial strategic plan to revive marketing affinity of the company. She persuaded her directors to purchase and advertise new fashion brands such as wardrobe materials, beauty accessories and footwears which are inspired by celebrities. Penn targeted wardrobe materials worn by celebrities like Madonna (Moore, 2016, p. 115) or Spice Girl Geri Halliwell. Soon she became a very instrumental and industrious stakeholder, in 2001 she planned to focus on local markets to distribute domestic accessories and leather jackets, the primary intention was to uplift local designers, street suppliers and middle-class clients who have little chances of accessing internets or have no knowledge of online shops at all. The Penns idea made better sales on fashions than home accessories. She proposed to source their products from the United States where much of cloth line fashions are labeled or sponsored by famous male and female celebrities. AsSeenOnScreen Company once again signed a contract with Arcadia Group PLC to start a franchise at Topman stores, Oxford Street in London. However, Mr. Griffith was hardly pleased by madam Penn contemporary concepts. He argued that much offline client exposure is detrimental to online business. Quentin retorted that more opening of physical stores is costly and time-consuming due to shop fitting installations, rent, rates and stock (Molenaar, 2016, p. 50). He observed that what was being sold in the shops were directly proportional to sales made in ten stores yet there is no much physical outflows or expenses. It was quite evident the returns were insufficient to justify offline business mostly carried out in the numerous shops in the cities. As part of strategic plans to maintain the enterprises forename as far as its activities are concerned, co-director Griffith convinced the board of directors to switch back to online commerce. In April 2002, they formed URL ASOS.com website which could accommodate more clients without itches (Varley, 2014, p. 247). In the mid of the year more specifically in May, the sales grew by 49 percent because there were no much emphasize on the physical stores. Sister stores which recorded fewer sales were closed reducing the supplemental cost of rentals and legal revenues required by city councils. By the end of the year, Mr. Griffith had fully enforced the initial business ideologies of embracing internet and online business operations. In the meantime, they set on their television channel and telephone lines which enabled clients to take orders throughout the day, a 24-hour business operation. However, in December, they started struggling due to inflated online orders. Mr. Griffith was found pants down because he had not set a streamlined infrastructure which could efficiently respond to client upsurge. The orders increased suddenly, and the company had no enough stock as well as sufficient delivery means such as cars and dispersal workforce (Varley, 2014, p. 270). Since the beginning, Mr. Nick barely brought any profit-oriented ideas despite companys tribulation. He needed a less responsible position. A managing director position hauled many decisional responsibilities of he could never discharge due to for instance his age or lack managerial skills. In most cases, he did not contribute profitable decisions which could increase their turnovers. He was supposed to become an inactive business partner and the position be refilled by Mr. Griffith who severally brought ideas which brought expedient impacts on the business. By employing relevant data from the case, conduct a five forces analysis of the fashion Industry. What do you conclude about that industrys attractiveness? AsSeenOnScreen Company did not clinch its market strong suit against the blues. It embraced vibrant strategies which were appropriately adaptive to our digital world. The ideologies in due course became critical driving forces in their business errands. First of all introduction to online shopping was a very innovative business idea and marketing approach in the domain. Placing materials online was done within hours as opposed to days wasted while refiling the exhibitions in the store around the cities. Secondly, the inquisitive clients were able to select the best-suited brand while relaxed in the comfort of their houses (Vecchi Buckley, 2016, p. 287). The ever-busy people in town could hardly concentrate on the exhibition situated in the streets thus sales being limited to store running cost. The primary target was the high population of young ladies and gent who are currently in love with dynamic fashion. The new concept raised the number of clients exceeded the product placement in the companys warehouses. In 2013 nevertheless, the apparel and footwear brand was sold online. Clothes online sales increased by 49 percent in the year 2002 (Standard and Poors Corporation et al., 2013, p. 727) and its mobile sales were predicted to grow by more than ten percent by the end of 2017. These figures show that electronic shopping is a very lucrative concept if it will remain to be managed to the letter. The introduction of wide range of products was another critical driving force. The merchandise was quite diversified, made of unique brands directly from the designers. The womens clothing was displayed in a way that included footwear, handbags, jewelry, and makeups at very competitive price. The method was very interactive and self-explanatory to clients viewing online over their laptops and the companys television episodes. The company has its designers who prepare its edited brands. Currently, AsSeenOnScreen Company offers free shipment of products to its global customers. To reduce operation cost, they signed a deal with Unipart Group of Companies to outsource their brand and providing logistic service as well (Richards, 2011, p. 252). Thirdly, the companys administration once again brought in a near breakthrough notion. They precisely comprehended that celebrities diversely influence the young generation. To capture inclined celebrity clients they introduced celebrity inspired fashions such as Madonna (Information Resource Management Association, 2017, p. 523). In June 2006, a co-director namely Robert Bready confirmed that adding more premium brands will increase the value of their fashion. To realize the dream, by the end of the year they launched companys magazine which supposed to be delivered to clients along with their orders. The magazine usually contained various celebrities life history but its themes being more pronounced on fashion advises and varied superstar styles. The company had noticed that previously celebrities, sports stars and film sterling had been influencing what people had been wearing (Pitt Koufopoulos, 2012, p. 43). AsSeenOnScreen Company being the most substantial United Kingdom online fashion and beauty enterprise. Mr. Robertson and Griffiths sponsored an idea to create a high street and high-end style in a single website in the year 2002 (Bair et al., 2013, p. 166). Being an additional strategic business plan, it brought in a notable impression in the market environment. The idea tried to include low-income people who could not access internet services to shop. The street shops target a high number of clients who loved to buy new brands which were affordable as opposed to whole online and delivery costs. The same idea reduced perceived a risk of shopping and therefore sometimes the delivery is delayed. The buyers could engage in the inverse practice of selecting goods in the street stores before shopping via online or provided catalogs (Sethna Blythe, 2016, p. 80). And lastly, AsSeenOnScreen Company was kept to be a dynamic shopping site were nobody could hardly miss their brands. The stocks were keenly recorded and refilled on a regular basis. The depleting brands were ever restocked thus being assured that no client will leave the premises disappointed because of missing their items. It reputation earned a global market. They received essential orders from United States, Italy, Germany, Australia and Spain among other countries. Interestingly the company became science-friendly conscious; they partnered with Taiwan textile research institute to develop a light absorbing fiber (Rau, 2015, p. 26). The material could absorb light and emit it during the night. The scientific breakthrough then targeted transport personnels, sportsmen and traffic law enforcers. The AsSeenOnScreen Company is currently a strongly based enterprise which will hardly stumble other than forging forward regarding returns accruement, global customer service and environmental conservation oriented. It is not only engrossed in making profits but also being concerned with the health problems by developing fabric which can reflect off hazardous illuminations such as carcinogenic rays. Evaluate ASOS Plc resources and capabilities by utilizing the value chain framework. How is the company creating value? Discuss how the company could develop and improve further concerning this? The companys management realized that there are several untreated shopping habits. To reap better profits, they used the pattern as a focal strategy to create value for their products. Affordability was among basic approaches of accumulating the value of their fashions. They reproduced styles embraced by celebrities at a price which young ladies, gents, and students can afford (Murray, 2007, p. 58). The trends were not left behind; it was assured that cloths, footwear and beauty accessories were trendy, up to date and contemporary at an economical price. The styles being very different in the market, celebrity oriented and reasonably priced attracted more clients and therefore enough profits which could aid the company administration to introduce sales promotion and improved marketing infrastructure. Fashion democratization or availing trendy fashion styles all over the world usually increased the value of brands in the shops. Clients were aware that the fashion materials might be expensive, but still, they purchase them. To reduce the prices, the company decided to offer a free shipping abroad. Consequently, the prices are almost similar around the globe as long as the materials and the accessories are from AsSeenOnScreen Company. The consumers are now very comfortable with purchasing them. Efficient delivery is another way of maintaining the value of goods. AsSeenOnScreen Company has a 600000 square foot central warehouse facility in the UK (Hiles, 2008, p. 502). They produce their merchandise from all continents under the sun; the materials are converged at a central point to be sorted according to their size, fabric, color, and trends. The central distribution idea helps to justify and complete orders as soon as possible because all inventories are centrally managed. The staff works on a 24-hour basis to respond to clients chatting online (Hiles, 2008, p. 334). The blend of an efficient supply chain, as well as single distribution center, make it possible to maintain the companys value of brands. Waste reduction is also a way of keeping the value of their good without interfering with the proceeds. In the meantime, the company has cut off the size of fabric waste by almost hundred percent. The residue is being transformed into other profitable materials like pillows, couch cushions and bedding materials for pets. The efforts of decreasing carbon print is an environmentally friendly idea. The cost-saving strategies are once again passed to the consumers to keep the price at a reasonable margin. AsSeenOnScreen Company in 2010 formed an online marketplace where models and trendy fellows can exchange business ideas as well as selling their product via the firm (Gorod, 2014, p. 182). From a business perspective, the company is creating a community of fashion-oriented consumers. As a result, the outsourced models acquire reasonable incomes as well as our firm getting a certain percentage of the sales. The general idea of connecting models with consumers is quite very interactive thus providing crucial data and client misgivings which enable the administration to improve its sales and fashion trends. Public relation risk mitigation is also applied, there is all around the clock customer service desk which deals with online client complaints and inquiries (Chaffey Smith, 2013, p. 378). The purpose of the public relation desk is to shed off any consumers notion of uncertainties concerning goods especially those have to send a cargo flight or shipments. Constant communication enables the clients to be satisfied and relaxed waiting for their cargo abroad. As a result, the companys goods and services are valued due to increased favorable interaction and warranty. To improve according to my opinion, the AsSeenOnScreen Company should invest in the community as well as overseas social and economic infrastructure. For instance, by providing essential social amenities to the immediate community will strengthen its reputation. The nearby population will change their attitude of viewing the firm as an enterprise which is solely meant to make profits to benefit its owners. People will consider the company as one of their own intended not only to provide amenities but also improve their healthy well-being. Secondly, purchasing their delivery machines will do away with consumers risk possibilities. A companys ship can deliver a huge cargo along the coasts of many countries where they have set sister shops. Every different shop should at least own a vehicle which can offload cargo from the docks and deliver to the required destinations at a reasonable cost as opposed to hired transport mechanisms. Light and golden materials should be delivered through a firms cargo plane to avoid risks of sea hijacking by pirates just in case they realize there are treasured and appreciating accessories in the ship. What suggestions could you make to ASOS Plc Senior Management team to support their position in achieving sustainable competitive advantage in the global fashion retail industry? Nick Robertson being the original business proprietor was the managing director. Unfortunately, he was not as effective as it is required. He was supposed to lead his co-directors to formulate and successfully implement company policies. It is quite evident that in most cases he did not take part in making the decision. Some of the plans made by his colleagues were not effective due to lack of his hand. Ideas like setting up physical shops are still stranded. He needs to rise and work on delivery infrastructures such as purchasing delivery vehicles, ships and airborne cruises. He should always be trendy and informed to direct strategies which will result in a profitable growth. He was once found off guard by losses due to inactiveness in the business. He should always be on track concerning the business performance. Just in case of operation itches he should oversee remedial actions as it is required and therefore inform the co-director to uphold the directive to realize companys goa ls. As the head of the company, he should long-term strategic plans concerning the firms objectives and priority timeline for the next ten years. A written roadmap will aid in decision making to realize the companys dreams. Sometimes the business was almost stumbling due to lack of comprehending operational objectives. The managing director is supposed to ensure all staffs understand the business goals and standards of performance (Merson, 2004, p. 6). Mr. Nick never realized that it was his responsibility to make several business trips meeting his significant clients. The online customers never knew him thus being curious about the surety of whether the goods may be delivered if at all they purchase them through digitals means. Physical meeting with established business clients increases their confidence. Sometimes AsSeenOnScreen Company operations were barely smooth. He failed to oversee the booming online client growing thus fashion stock being depleted without possible restocking mec hanisms. It was oblivious that consumers were frustrated due to unavailability of their brands. He was supposed to maintain operational performance. As the founder of the enterprise, he was supposed to have a parental figure by supporting functional managerial team, the board directors seemed to be disorganized and everyone acting and setting policies in a shambolic manner. Quentin Griffiths was a co-director managing sales and marketing field. Being responsible for setting up appropriate marketing materials he failed to introduce varied elements. Magazines were hardly enough to attract clients. He was supposed to organize cocktail parties with esteemed consumers and all interested parties. Such events upgrade customers affinity toward business. Roadshow promotions were never involved. He ought to sponsor roadshow to meet customers, in the meantime, promotional items should be available to promote client based on specific questions about the company, or even other stage managed activities such as dancing, singing and acting as per various celebrities featured in the cloth line. He was orders delivery custodian but his failure of be focused sometime disrupted the business operation due to poor turnovers (Williams, 2007, p. 8). Some clients were afraid of being conned. As a sales and marketing director, he was supposed to make sure that he has the best workforce, monitoring sales activities and orders dispense. He is supposed to work closely with accounting and cargo department to ensure that there is quick credit check and orders are prepared as soon as they are placed online. Immediate preparation of orders reduces time wastage as well as sending the ordered items early enough to reach the clients. Hasty dispense of orders satisfy customers thus strengthening firms reputation, and as a result, commendable and consistent profits would have been accumulated. Thorpe was a commercial director who was primarily dictated by the area of expertise. Being mandated to identify profitable commercials about online clothing enterprise, failed to do so and instead introduced boring and meaningless episodes in the television. He was supposed to pinpoint and prepare the best episodes targeting the trendy and dynamic young generation (Vansina Cobbaert, 2008, p.256). Regular sales breakdown meant that there was an economic problem. Regular reviews were never carried out. He was supposed to coordinate with clients to ensure that their needs are being met, excellent customer service to streamline a roadmap for real clients relationships. Market research was his responsibility to realize business plans. Unfortunately, he thought online errand were monopolized. Several people had been trying to improve on the same kind of business and failure of being responsibly focused lowered companys turnovers. He was required to be informed about the available gaps in the market which could be used to set physical shops. References Varley, R., 2014. Retail product management: buying and merchandising. Routledge. MOORE, J. G. (2016). Fashion fads through American history: fitting clothes into context. https://search.ebscohost.com/login.aspx?direct=truescope=sitedb=nlebkdb=nlabkAN=1105383. Molenaar, C., 2016. Why Customers Would Rather Have a Smartphone Than a Car: Relationship Retailing as an Opportunity. Routledge. VECCHI, A., BUCKLEY, C. (2016). Handbook of research on global fashion management and merchandising. STANDARD AND POORS CORPORATION, NEW YORK STOCK EXCHANGE, AMERICAN STOCK EXCHANGE, NASDAQ STOCK MARKET. (1998). Standard Poors stock reports. New York, NY, Standard Poors RICHARDS, G. (2011). Warehouse management: a complete guide to improving efficiency and minimizing costs in the modern warehouse. London, Kogan Page. INFORMATION RESOURCES MANAGEMENT ASSOCIATION. (2018). Fashion and textiles: breakthroughs in research and practice. https://search.ebscohost.com/login.aspx?direct=truescope=sitedb=nlebkdb=nlabkAN=1576906. Pitt, M.R. and Koufopoulos, D., 2012. Essentials of strategic management. Sage. Bair, J., Miller, D. and Dickson, M. eds., 2013. Workers Rights and Labor Compliance in Global Supply Chains: Is a Social Label the Answer? (Vol. 7). Routledge. Sethna, Z. and Blythe, J., 2016. Consumer behaviour. Sage. CCD (CONFERENCE), RAU, P. L. P. (2015). Cross-cultural design: methods, practice and impact : 7th International Conference, CCD 2015, held as part of HCI International 2015, Los Angeles, CA, USA, August 2-7, 2015, Proceedings. Part I Part I. https://dx.doi.org/10.1007/978-3-319-20907-4. (2007). Nursing informatics 2020: proceedings of NI2006 post congress conference. Amsterdam, IOS Press. Hiles, D., 2008. Transparency. Sage. Gorod, A., White, B.E., Ireland, V., Gandhi, S.J. and Sauser, B. eds., 2014. Case studies in system of systems, enterprise systems, and complex systems engineering. CRC Press. Chaffey, D., Smith, P.R. and Smith, P.R., 2013. eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge. MERSON, R. (2004). Managing Directors: the BDO Stoy Hayward Guide for Growing Businesses. London, Profile Books. Williams, J. and Curtis, T., 2007. Marketing Management in Practice 2007-2008. Routledge.

Intellectual Property Information Must be Freely...

â€Å"Ask your average high school kids if they use Kazaa, and the answer is a resounding duh,† (137) according to Jennifer Peloso. Kazza, BitTorrent, and other technologies like it allow the sharing of information, all for free. There is a stark contrast in the availability of information today than there was just a few decades ago, due in large part to the internet. On the internet, all information is free. Capitalism is based on the idea that to be successful, you need to have something that others want; something that is worth money. The internet made information a commodity, bringing an end to an era where in order to create and access content, you must have money. Over the past decade and a half, the United States government has created†¦show more content†¦In order to examine the issue of copyright, we first must define what intellectual property is. Simply put, intellectual property is something you create that is unique from anything else. According to Sandip Patel, an intellectual property lawyer that I interviewed, â€Å"Intellectual property is often defined by inventions and expressive works (musical, theatrical, visual) that have an existence separable from a physical article. In the patent law context, for example, it is typically defined as a right to exclude others from making, using, or selling an article or process.† This means that this essay, for example, is copyrightable. It also means that I could prevent anyone from using this essay for their own purposes. Raymond Kurz, author of Internet and the Law, defines intellectual property as â€Å"the product of one’s intellectual endeavors. For example, inventing a new and improved widget would be an intellectual endeavor,† (1). This is considering that you have the rights to the old widget. Here lies the problem; when should I be able to improve on the old widget? Do I need to pay the original creator of the widget? Also, who owns the rights to said widget, the manufacturer or the creator? Questions like these prompted the first copyright law. The Statute of Anne, created in 1710 under the rule of Queen Anne of Great Britain, was made to protect the creatorsShow MoreRelatedEthics And Technology : Controversies, Questions, And Strategies For Ethical Computing773 Words   |  4 PagesControversies, Questions, and Strategies for Ethical Computing by Herman T. Tavani is about intellectual property disputes. Tavani defines intellectual property as an intangible form of property that is protected by a system of laws through which authors and inventors are given ownership rights over their creative works and inventions. There are four legal frameworks for protecting intellectual property. The first of these is copyright laws. Copyright laws protect authors. 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Technology and Legal Trend Restriction imposed by intellectual property law, for someone like Laurence Lessig, chairman is a professor of law at Stanford and founder of the Schools Center for Internet and Society, have run out of control. The restrictionRead MoreDescribe the Important Internet Properties That Affect Marketing and the Fundamental Changes the Internet Has Brought to Marketing.1157 Words   |  5 PagesDescribe the important Internet properties that affect marketing and the fundamental changes the Internet has brought to marketing. According to Strauss and Frost (2009), the Internet properties have affected the way marketing should be done and delivered to the consumers. Internet data is sent in bits and not in atoms – all the data and information are being stored and sent to the consumers in digital form. The digital form cannot be touch, tasted or smelled. 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Use or reference of famous work is permitted when it is for â€Å"transformative† or limited use. This work be considered â€Å"fair use† and many copyright infringement trials have been dismissed becauseRead MoreDishonest Linking and Framing Essay2267 Words   |   10 PagesIntellectual Property: Dishonest Linking and Framing      Ã‚  Ã‚  Ã‚   Law should govern the deceptive and unethical practices of deep linking and framing against an authors express wishes. Deep linking refers to linking to a file deep within another Web site, bypassing the front page and any intermediate pages. Inline linking refers to referencing material on an original Web site, including but not limited to images, video, or music, so that the material appears as part of the derivative site

The Collapse Of The Corporate Rock Star - 1686 Words

The story of Enron is one of a perfect storm--the right people in the right places with the right ideas, but the exact opposite. Moreover, it is a story about accounting fraud, deception, the ugly side of corporate culture and, most of all, greed. In entry level accounting classes, it is taught that publishing accurate financial statements and being honest in accounting practices are fundamental to maintaining a healthy business and achieving lasting success. Enron is a shining example of what happens when you choose to violate these principles. In order to fully understand what caused the collapse of the corporate rock star that was Enron we will discuss the people involved, the crimes they perpetrated, and the results of said†¦show more content†¦If Lay was Batman, Skilling was his Robin--assuming Batman and Robin were criminals and not crime fighters. Both equally responsible, both equally morally corrupt, and both equally reprehensible. Skilling would serve as the president and COO for the majority of the time period relevant to this scandal, and ultimately directed a large part of the deception that occurred in that time. As before mentioned, Skilling, like Lay, was a man of big ideas. Some would say unrealistic ideas. His motto was very much, build castles in the air, then put the foundations under them. He was infamous for setting financial goals that were by all means unattainable under normal operations. In particular, Skilling would ask financial consultants what amount of revenue would increase the stock price of Enron to market analysts projected value, then set that as the company goal, regardless of whether achieving it was even possible. In addition to Skilling s extremely forward thinking, he was a large proponent of a survival of the fittest attitude. He believed that the greatest possible efficiency in the work place resulted from direct competition with one s coworkers. This attitude spurred the implementation of the Pe rformance Review Committee, a committee which would rank all Enron employees based on performance, and fire those ranking in the bottom. Furthermore, those employees that ranked high in the standings would be

Essay about J.D. Salingers Development of Holden Caulfield

Many authors put their own life as inspiration towards their works and characters. J.D. Salinger’s character development of Holden Caulfield has been affected by Salinger’s complications in his school life, devastating past relationships, and overwhelming traumatic events during his pre-The Catcher in the Rye adulthood. J.D. Salinger’s school life had many significant events that are shown through Holden Caulfield in The Catcher in the Rye. In the novel, the 17-year-old Holden Caulfield leaves Pencey Prep. In chapter one, Holden states â€Å"...I’d just got back from New York with the fencing team. I was the goddam manager of the fencing team. Very big deal. We’d gone in to New York that morning for this fencing meet with McBurney†¦show more content†¦When Salinger attended McBurney School, he tried to conform so he can fit (one way was calling himself Jerry). While at this school, he also acted in plays and wrote the school’ s newspaper. This is shown through Holden as he doesn’t try to conform (which could be representing Salinger’s regret to try and conform), hates phoniness (as acting as a character [for example: in a play] is considered being phony), and likes writing (as shown in the beginning of chapter one as he tells the audience his story and how he admires his writer-brother, D.B.). Salinger himself stated, â€Å"My boyhood was very much the same as that of the boy in the book, and it was a great relief telling people about it† (interview by Shirlie Blaney). Salinger’s many failed relationships in his lives, from his parents to love interests, are hinted throughout Holden’s life and his character. Salinger’s father was from a Jewish descent while his mother was from a Catholic descent; however Salinger didn’t know about this until his bar mitzvah. Salinger had problematic issues with his father like how his father basically disapproved of hi s son in general (for example: participation in plays). 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