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CH 5 Internal Scanning

The document discusses organizational resources and how firms can gain competitive advantage through identifying strengths and weaknesses, combining strengths, and selecting strategies that exploit capabilities. It also discusses where competences come from, determining sustainable advantage, business models composed of serving customers, value propositions, revenue generation, differentiation, and operations. Finally, it discusses corporate culture, its importance in conveying identity and commitment, and strategic marketing issues like position, mix, product lifecycles, and brands.

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Walaa Alzoubi
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27 views

CH 5 Internal Scanning

The document discusses organizational resources and how firms can gain competitive advantage through identifying strengths and weaknesses, combining strengths, and selecting strategies that exploit capabilities. It also discusses where competences come from, determining sustainable advantage, business models composed of serving customers, value propositions, revenue generation, differentiation, and operations. Finally, it discusses corporate culture, its importance in conveying identity and commitment, and strategic marketing issues like position, mix, product lifecycles, and brands.

Uploaded by

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

Organization Resources
Physical assets : plant, equipment, location.1 •

…Human assets, Employees, skills.2 •

Organization assets: Culture , reputation.3 •


VRIO framework
Value.1 •
Rareness.2 •
Imitability.3 •
Organization.4 •
Using Resources to Gain Competitive
Advantage
Identify strength and weakness.1 •
combine firm strength.2 •
Appraise the profit potential.3 •
select the strategy that best exploits the.4 •
.firm’s capability
.identify resources gaps.5 •
Where the competences come from

Asset endowment.1 •
aquired from someone else.2 •
shared with another business.3 •
built over time with the company.4 •
Determining the Sustainable advantage

Durability.1 •
imitability.2 •
Transparency * •
transferability * •
.Replicability * •
Business Model
:Composed with five elements •
Who it serves.1 •
what it provides .2 •
How it makes money .3 •
How it differentiates and sustained .4 •
competitive advantage
How it provides its product /service .5 •
Business Model
Customer Solution model.1 •
Profit Pyramid model.2 •
Multi component System .3 •
advertising model.4 •
Switchboard model .5 •
time model.6 •
Effeciancy model.7 •
Blockbuster model .8 •
Profit multiplier model .9 •
Entrepreneur model .10 •
de facto Standard model .11 •
Value chain analyses
Raw material .1 •
Primary manufacturing.2 •
Fabrication .3 •
Product producer .4 •
distributer .5 •
retailer .6 •
Corporate Culture
Collection of beliefs ,expectations , and values •
learned and shared by corporation members
and transmitted from one generation to
.another
The importance of corporate culture

Conveys a sense of identity .1 •


Helps generate employee commitment to .2 •
something greater than themselves
Adds to stability of the organization as a .3 •
social system
Serves as frame of reference for employees .4 •
.and to be as a guide to appropriate behavior
Strategic Marketing Issues
Market Position and Segmentation .1 •
Marketing Mix .2 •
Product life Cycle .3 •
Brand and Corporation Reputation .4 •

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