The second step of strategic management is external analysis.
External analysis: identify and evaluate external development trends and events that have an impact on enterprises, with the aim of assisting managers to formulate appropriate strategies, so as to make use of opportunities and avoid threats.
The core of external analysis is to collect information and analyze it.
1. What information was collected?
External factors affecting enterprises can be roughly divided into five categories:
The above external factors can be obtained through government websites, periodicals, interviews, consulting companies, market channels and other aspects.
Second, how to analyze?
External analysis will use three tools: five-force model, EFE matrix and CPM model.
Porter's Five Forces Model
Five-force model is widely used in strategic formulation, and it can also help enterprises decide whether to enter a new field.
External factor evaluation matrix
EFE matrix (external factor evaluation) can help strategists to quantitatively analyze external factors. The specific steps are as follows:
Step 1, listing 10 ~ 20 key external factors, which are divided into two categories: opportunities and threats;
Step2, give weight to each external factor, with the total weight of 1. The greater the influence, the higher the factor value;
The third step is to score the effectiveness of each factor according to the current strategy of the enterprise, with the range of 1 ~ 4. The more effective the current strategy is, the higher the score is.
Step four. Sum the scores of the matrix. The higher the score, the more effective the current strategy is. Otherwise, you need to adjust your strategy.
The following is an EFE matrix analysis of a tobacco company.
The score of this enterprise is only 2. 1, which is lower than the average score of 2.5. Therefore, it is necessary to adjust the current strategy.
competitive profile matrix
CPM(competitive profile matrix) quantitatively analyzes the competition among enterprises. The analysis steps are as follows:
Step 1, listing the main competitors and their competition dimensions;
Step2, give weight to the competitive dimension, with the total weight of 1, and the dimension with greater influence has higher value;
Step3, score according to the performance of competitors in different dimensions, ranging from 1 ~ 4 points. The better the performance, the higher the score;
Step four. Sum the matrix scores. The higher the score, the stronger the competitive advantage of the enterprise.
The following is the CPM analysis of several computer companies.
As can be seen from the above calculation, Dell was in the leading position in the competition at that time, while Apple was slightly inferior. But these figures only reflect the company's comparative advantage, not everything. Our purpose is not to get a magic number, but to absorb and evaluate the information, so as to help managers make decisions.
label
1, the purpose of external analysis is to help managers make strategies, so as to use opportunities to avoid threats;
2. The first step of external analysis is to collect five external factors;
3. External analysis adopts five-force model, EFE matrix and CPM model.
References:
[1] Fred? r？ David. strategic management