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Chapter08
SWOT
Analysis
•
•
•
•

Strengths
Weaknesses
Opportunities
Threats

Mission
An organization’s fundamental purpose

SWOT Analysis
To formulate strategies that support the mission

Internal Analysis
Strengths
(distinctive competencies) External Analysis
Opportunities

Weaknesses

Threats

Good Strategies
Those that support the mission and
• exploit opportunities and strengths
• neutralize threats
• avoid weaknesses

Copyright © by Houghton Mifflin

Figure 8.1

8–1

Porter’s Generic Strategies
Strategy Type

Definition

Examples

Differentiation

Distinguish products or services Rolex (watches)
Mercedes-Benz (automobiles)
Nikon (cameras)
Cross (writing instruments)
Hewlett-Packard (hand-held calculators)

Overall cost leadership

Reduce manufacturing and other costs

Timex
Hyundai
Kodak
Bic
Texas Instruments

Focus

Concentrate on specific regional market, product market, or group of buyers

Tag Heuer
Fiat, Alfa Romeo
Polaroid
Waterman Pens
Fisher Price

Copyright © by Houghton Mifflin

Table 8.1

8–2

The Miles and Snow Topology
Strategy Type

Definition

Examples

Prospector

Is innovative and growth oriented, searches for new markets and new growth opportunities, encourages risk taking

Amazon.com
3M
Rubbermaid

Defender

Protects current markets, maintains stable growth, serves current customers Bic eBay.com Mrs. Fields

Analyzer

Maintains current markets and current customer satisfaction with moderate emphasis on innovation

Dupont
IBM
Yahoo

Reactor

No clear strategy, reacts to changes in the environment, drifts with events

International Harvester
(in the 1960s and 1970s)
Joseph Schlitz Brewing Co.
W. T. Grant

Copyright © by Houghton Mifflin

Table 8.2

8–3

The Product Life Cycle
High

Stages
Growth

Maturity

Decline

Sales Volume

Introduction

Low

Time

Copyright © by Houghton Mifflin

Figure 8.2

8–4

Related Diversification

Basis of Relatedness

Examples

Similar technology

Phillips, Boeing, Westinghouse, Compaq

Common distribution and
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