Internal & External Analysis

Internal & External Analysis

1. Internal Analysis

   • Competitiva Advantage
     • Distinctive Competencies
     • Value Creation
       • ¨Profitability
     • Excelente and Reliability
   • Primary Activities
     • Design, creation, delivery product, MKT, after-sales service.
     • Value Chain
       • Example
   • Support Activities
     • HR
     • Logistics
     • Company Infraestructure
     • Information Systems
   • Weakness
   • Strength
   • Value Creation Cycle
   • Company Profitability
   • Imitaction

2. External Analysis

   • Industry
     • Group of companies offering products or services (close substitutos for each other).
     • Industry Life Cycle
   • Customer Oriented View
   • Sector
     • Group of close related industries
   • Coca Cola
   • Market Segments
     • Groups of customers within a market that can be differentiated from each other
   • Changes
   • Competitive Forces
     • Potential Competitors
       • Economices of Scale
       • Brand Loyalty
       • Cost Advantages
         • Is enjoyed by incumbents in an industry and that new entrants cannot expect to match.
           • Superior production operations
           • Control of particular inputs required for production
           • Access to cheaper funds
       • Customer Switching Costs
         • Arise when a customer invests time, energy, and money
       • Government Regulatiosn
     • Rivalry Among Established Companies
       • Industry Competitive Structure
         • Number and size distribution of companies
           • Intensity of rivalry
         • Industry demand
         • Cost Conditions
         • Exit Barriers
           • Investment in assets
           • High fide cost
           • Emotional attachments to an industry
     • Bargaining Power of Buyers
       • When the buyers have choce of who to buy from
         • When the buyers parchase in large quantities
           • When the supply industry depends upon buyers
     • Bargaining Power of Suppliers
       • Few substitutes
         • Profitability of suppliers is not significante affected
           • Suppliers can enter the customer industry
     • Substitute products
     • Complements
     • Stratgic Groups within Industry
       • Example: Aerospace Industry
   • Macro Environment Roles

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• The internal environment of the business environment (Enclavar)
• The business environment / marketing environment (Enclavar)