Documentos de Académico
Documentos de Profesional
Documentos de Cultura
An organization’s Mission
Reflects management’s vision of what the organization seeks to do and become
Provides a clear view of what the organization is trying to accomplish for its
customers
Indicates intent to take a business position
An organization’s Objectives
Convert the mission into performance targets
Track performance over time
Must be achievable
Two types
Financial – outcomes that relate to improving financial performance
Strategic – outcomes that will result in greater competitiveness & stronger long-term
market position
Financial
Increase earnings growth from 10 to 15% per year
Boost return on equity investment from 15 to 20% in 2009
Achieve and maintain a AAA bond rating
Strategic
Increase market share from 18 to 22% in 2009
Overtake rivals on quality or customer service by 2010
Attain lower overall costs that rivals by 2011
Become leader in new product introductions by 2010
Achieve technological superiority by 2012
Internal Factors
Strengths Weaknesses
E
x F Opportunities
t a
e c
r t Threats
a o
l r
s
Substitute
Products
Buyers
Strengths
Competitors don’t have the motivation to meet specialized needs of the niche
Organization’s competitive advantage could be seen as a barrier to entry
Organization’s competitive advantage provides an obstacle for substitutes
Organization’s ability to meet the needs of customers in the niche can reduce the
bargaining power of large niche buyers
Risks
Broad differentiated competitors may find effective ways to enter the niche
Niche customers’ preferences may move toward the product attributes desired
by a larger market segment
Profitability may be limited if too many competitors enter the niche
Products
Present New
M
Market Product
a Present Penetration Development
r
k
e New Market Diversification
t Development
s
Use when the organization has successful products that are in the maturity
stage of the product life cycle. The objective is to attract satisfied
customers to try new, improved products
Use when an organization competes in an industry that is characterized by
rapid technological change
Use when competitors offer better quality products at comparable prices
Use if the organization competes in a high-growth industry
Use when the organization has strong research and development
capabilities