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Strategic Management: External Analysis Techniques

The document discusses various techniques for conducting external strategic analysis, including brainstorming, brainwriting, scenario planning, focus groups, PESTLE analysis, and Porter's Five Forces model. It provides descriptions and examples of how to use each technique to analyze external factors that may impact a company's strategy. For example, it explains how to use brainwriting and scenario planning to identify and develop scenarios around key external drivers and uncertainties that could influence a company's future development.

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Josemaría Weston
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80 views11 pages

Strategic Management: External Analysis Techniques

The document discusses various techniques for conducting external strategic analysis, including brainstorming, brainwriting, scenario planning, focus groups, PESTLE analysis, and Porter's Five Forces model. It provides descriptions and examples of how to use each technique to analyze external factors that may impact a company's strategy. For example, it explains how to use brainwriting and scenario planning to identify and develop scenarios around key external drivers and uncertainties that could influence a company's future development.

Uploaded by

Josemaría Weston
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Strategic Management and

Business Model Innovation


External Strategic Analysis

2OP326
Winter Semester 2019
Tomáš Sadílek
[email protected]
Presentation Structure
• External Analysis

• Brainstorming and Brainwriting

• Scenario Planning

• Focus Groups

• PESTLE Analysis

• Porter´s Five Forces

• The Delta Model


External Analysis – Brainstorming and Brainwritting
• A group creativity technique (up to 12 members)

• To find a conclusion for a specific problem by gathering a list of ideas spontaneously


contributed by group members.

• Rules

• Defend judgement (no critisism, welcome new and wild ideas, do not rush)

• Reach for quantity (combine and improve ideas, individual and group ideas)

• Group passing technique

• Brainwritting (6 – 3 – 5 method)

• 6 participants has to write down 3 ideas on the worksheet within 5 minutes


In-group Task – Brainwritting
• You are owner of a family slaughterhause (butchery) and you would like to
expand your production and sales but you do not know where to start.

• Use a brainwritting method to define as many as possible factors that


important to take into consideration.

Idea 1 Idea 2 Idea 3


Group member 1
Group member 2
Group member 3
Group member 4
Group member 5
Group member 6
External Analysis – Scenario Plannning
1. Decide drivers for change/assumptions
• What are the most important factors that influences external environment of the company?

2. Bring drivers together into a viable framework


• How are relations between these factors and real situation in the company?

3. Produce 7–9 initial mini-scenarios


• F.x.: If prices on the market prices fall down, we have to find out more customers.
Delphi Method
4. Reduce to 2–3 scenarios • 8 – 12 experts
• Anonymous
5. Draft the scenarios • Rounds of questions
• Answer open questions about future
development
6. Identify the issues arising • In each round, experts can change their
• What is the greatest impact on the future of the company? answers
In-group Task – Scenario Planning
• Use a list of possible factors from the previous case.

• Now, develop a scenario about possible future development.


1. Decide drivers for change/assumptions

2. Bring drivers together into a viable framework

3. Produce 7–9 initial mini-scenarios

4. Reduce to 2–3 scenarios

5. Draft the scenarios

6. Identify the issues arising


External Analysis – Focus Group
• Research technique in quantitative research

• Discussion of 6 – 12 people sitting in the circle

• Moderator asks open questions

• Participants have an oppourtunity to interact and change their answers

• All verbal and non-verbal communication is recorded and analysed


External Analysis – PESTLE Analysis
Suppliers concentration
Switching costs
Subtitutes
Competition

External factors +
Economics of scale Subtsitutes and their:
Product differentiation price, number, switching
Brand value and equity costs, ease, availability
Customer loyalty

Sustainable competitive
advantage through innovation
Level of advertising expense
Powerful competitive strategy
Firm concentration Buyers concentration
Switching costs
Buyer information
Price sensitivity
Product uniqueness

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