Description
Top-down (centralised) and less formalised approach to strategic planning.
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CIMA
Strategic Level Paper E3
ENTERPRISE STRATEGY
(REVISION SUMMARIES)
Chapter Topic Page
Number
1 Strategic Management 3
2 Mission, Objectives and Stakeholders 11
3 Environmental Analysis 15
4 The Position Audit and Corporate Appraisal 19
5 Strategic options 25
6 Marketing 33
7 Information Strategy 45
8 Corporate Social Responsibility and Ethics 61
9 Organisations 67
10 Change Management 73
11 Strategic Performance Measurement 85
12 Numerical skills for strategic evaluation 103
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Strategic Management
Chapter
1
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Key summary of chapter
What is strategy?
Strategy
A course of action, including the specification of resources
required, to achieve a specific objective.
CIMA: Official Terminology
Levels of strategy - Johnson and Scholes
Arguments in favour of a strategic approach
ü Strategy helps minimise risk
ü Avoids short-term behaviour
ü Improves stakeholder perceptions
ü Encourages environmental analysis e.g. critical to react to change
ü Evidence indicates performance can be improved using strategic approaches
ü Integration and coordination of activities and processes
Arguments against a strategic approach
Difficult to plan when environment changing, uncertain or complex
Encourages conformity stifling innovation e.g. the corporate straightjacket
Infrequently reviewed e.g. chosen long-term strategy may not keep pace with
change
Implementation often managed poorly
Rational planning a complex methodology and costly for small businesses
Functional Strategy
(Who)
Business Strategy
(How)
Corporate strategy
(Where)
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Comparing and contrasting approaches to strategic formulation
The Rational
Planning process
Incremental
approaches
Freewheeling
Opportunism
Emergent
strategies
Top-down and
centralised
Top-down and
centralised
Top-down and
centralised
Bottom-up and
decentralised
Time horizon
2-10 years
Time horizon 6
months to 2 years
Time horizon
day to day basis
Time horizon
indefinite
Formal
planning
Less formal
planning
Informal
planning
Informal
planning
Complex and
costly
Less complex
and costly
Less complex
and costly
More complex
and less costly
Stable and
certain
environment.
Dynamic and
uncertain
environment.
Dynamic and
uncertain
environment.
Dynamic and
uncertain
environment.
Inflexible. Flexible. Flexible. Flexible.
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The rational planning process
Top-down (centralised) and formalised approach to strategic planning. Originated
from the USA e.g. the planning horizon for the organisation could be over 2-10 years.
Advantages
ü For transformational or
radical change
ü Copes with the uncertain
future by providing long-
term plans
ü Helps integrate and
coordinate complex
organisations
Disadvantages
Rational planning can be too
rigid and bureaucratic e.g. no use
for the small business
Rational planning can stifle
innovation e.g. locked into plans
No use for dynamic or uncertain
environments e.g. plans quickly
become out of date
The rational planning process
MISSION &
OBJECTIVES
ENVIRONMENTAL
ANALYSIS
POSITION
AUDIT
CORPORATE
APPRAISAL
OPTION
GENERATION
EVALUATION
& CHOICE
IMPLEMENTATION
REVIEW & CONTROL
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Incremental planning approaches (logical incrementalism)
Top-down (centralised) and less formalised approach to strategic planning. Smaller,
gradual and more incremental adjustments to strategic plans e.g. every 6 months up to 2
years maximum.
Advantages
ü Less complex and long winded
ü Better for uncertainty or rapidly
changing environments
ü More frequent gradual
adjustment e.g. easier to control
and manage
ü Greater frequency of planning
to adjust plans to environmental
change
Disadvantages
Too reactive, muddling through
Not suitable for transformational or
radical change
Lack of long-term direction e.g.
strategic drift may occur
The entrepreneurial model (or freewheeling opportunism)
Henry Mintzberg referred to freewheeling opportunism as an opportunistic strategy,
dominated by the search for new opportunities, with bold and often high risk decisions that
need to be made by the entrepreneur him or herself.
Freewheeling opportunism is a top-down (centralised), informal and short-term approach
to strategic planning.
Advantages
ü Focus on exploiting product and
market opportunities e.g. never
miss a good opportunity
ü Less time consuming and
complicated
ü Greater frequency of planning to
adjust plans to environmental
change
ü Better for uncertainty or rapidly
changing environments
Disadvantages
Organisation too reactive, muddling
through
Not suitable for transformational or
radical change
Lack of long-term direction.
Relies heavily of the judgement and
experience of the founder e.g. one
single individual
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Emergent strategies
Henry Minzberg, described emergent strategies as patterns or consistencies realised
despite or in the absence of conscious intention by senior management .
Strategy emerges and is unanticipated.
Informal and bottom-up (decentralised approach) allowing strategic courses of action to
be developed from both tactical and operational levels within the organisation.
Advantages
ü Quicker change or repositioning for
the organisation e.g. lower strategic
levels closer to the customer
ü Tactical and operational levels an
extensive source of innovative ideas
ü Greater motivation to other strategic
levels
ü Supports culture of flexibility,
learning and enterprise
Disadvantages
Chaotic organisation that lacks
control over planning
Lack of long-term direction.
Organisation too reactive,
muddling through
Requires entrepreneurial skills
from staff which may not exist
Comparing and contrasting RBV to the Positioning Approach
Resource Based View (RBV) Positioning View (PA)
Similarities
· Both ideas stem from the rational planning process.
· Both can use centralised (rational planning) or decentralised (emergent)
approaches.
· Both aim to achieve competitive advantage e.g. ways to compete with rivals.
Differences
· Resource based approach
· Inside out e.g. key internal
resources for achieving success.
· Organisation focuses on what it
does best e.g. stick to knitting .
· Emphasis on internal appraisal
e.g. unique assets or core
competences.
· Higher cost and time to exploit
but long-term advantage.
· Market based approach
· Outside in e.g. best external
opportunities to exploit.
· Organisation focuses on diversity
and innovation.
· Emphasis on external
environment e.g. competition and
customers
· Less costly to exploit but short-
term advantage gained.
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Two contrasting leadership styles generally exist, democratic and autocratic.
Democratic is based on democracy and social equality.
Autocratic a bossy way and often aggressive and dominating.
Huneryager and
Heckman
Dictatorial
Autocratic
Democratic
Laissez faire
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Mission, Objectives
and Stakeholders
Chapter
2
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Key summary of chapter
Stakeholders are those organisations or people that have an interest in the organisation,
these interests varied and for many reasons. They can be a source of potential conflict for
the successful accomplishment of an organisations strategy.
Mendelows stakeholder mapping model
Mendelows matrix is a way of prioritising stakeholders by subjective mapping of them,
in order to understand and resolve any issues or conflicts that may exist. This model
prioritises by mapping which stakeholders should more likely considered and therefore
satisfied by the organisation.
· Power e.g. bargaining power, right or ability to exert influence over the
organisations strategic aims and the general way it conducts itself.
· Interest e.g. interest in the activities or conduct of the organisation for varied
reasons.
Interest in the organisation
Low High
Minimal Effort
(priority four)
Keep Informed
(priority three)
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Keep Satisfied
(priority two)
Key players
(priority one)
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Mission statements
Every organisation should have a mission, purpose or reason for being. This can be
embedded within a mission statement. A mission statement describes in writing the basic
purpose of an organisation and what it is trying to accomplish. A mission statement is a
brief description of an organisations fundamental purpose.
Goals and objectives
Goals
What the organisation plans or intends to achieve. Normally converted to objectives
which measurability and timescale. Long-term and sufficient to satisfy the mission
statement.
Critical success factors (CSFs)
Key organisational goals that if achieved will make the organisation more successful.
Objectives
A measurable goal with a clearly defined timescale to achieve it.
Objectives should SMART (specific, measurable, agreed, realistic and time bound.
Key performance indicators KPIs (performance measures)
Objectives which have measurability and time scale.
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Environmental Analysis
Chapter
3
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Key summary of chapter
Environmental (external) analysis
A study which considers potential environmental effects during the planning phase before
an investment is made or an operation started (CIMA)
Environmental analysis tools
· PEST or SLEPT (social, legal, economic, political and technological).
· Porter s 5-forces (threat of new entrants, competitive rivalry, substitutes,
bargaining power of suppliers and bargaining power of customers).
· Porters Diamond (favourable factor conditions, demand conditions, related and
supporting industry and firm strategy, structure and rivalry).
· Competitor analysis. A systematic comparison of the organisation to competition
within the same industry.
Using environmental models such as SLEPT analysis or Porter s five forces can give a
diverse range of environmental information for an organisation. These models can be
used to describe both the nature and source of information when conducting
environmental analysis. The source of information is where the information can be found
or where it originates from e.g. media, customers, websites or companies house. The
nature of the information means to describe the information itself.
Game theory
A branch of applied mathematics that can be used in social sciences, in particular it can
be applied to the theory of competition in terms of gains and losses amongst opposing
rivals. A mathematical framework is used for analysing different choices that rational
players can make, when their pay-off depends on the combination of their choices, as
well as all other players choices.
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Country risk
The financial or other risks of changes in the business environment of a country
e.g. changes in the political, ethical, legal, market or economic environment. Such
examples include introduction of trade barriers, regulatory changes to employment or
competition law, or outbreak of war.
Country risk can also be referred to as political risk, however country risk is a more
general term, for the diversity of environmental factors that can influence an organisation
other than those which are just political.
Tools for analysing country risk
· PEST or SLEPT (social, legal, economic, political and technological).
· Porters 5-forces (threat of new entrants, competitive rivalry, substitutes,
bargaining power of suppliers and bargaining power of customers).
· Porters Diamond (favourable factor conditions, demand conditions, related and
supporting industry and firm strategy, structure and rivalry).
Political risk
Political risk is the risk that political or government action will effect the position and
value of an organisation. The financial or other risk that a nations government changes its
policies and procedures e.g. potential loss arising from a change in government policy
regarding trade barriers such as foreign exchange controls, tariffs or import quotas.
Examples of political risk within Countries
· Outbreak of national war, civil war, unrest or riot.
· Nationalisation of industries
· Enforcement of international trade barriers
· New regulations or legislation introduced
· Restrictions on dividends or expropriation of assets out of a country.
· Political instability
Ways an organisation can influence a government
· Political donations
· Employment of lobbyists
· Appointment of civil servants or politicians as internal directors
· Attendance at annual conferences or political meetings
· Good relations with government upheld
· Advertising or promotion to influence legislation change or sway public opinion
· Unite with pressure groups that have common aims to the organisation
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The Position Audit and
Corporate Appraisal
Chapter
4
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Key summary of chapter
Position audit
A position audit is a systematic assessment of the current strengths and weaknesses
of an organisation and is a prerequisite for strategic planning and implementation.
· Resources
· Products, brands and markets
· Operating systems
· Internal organisation
· Current Results
· Returns to equity and debt holders
The 9Ms resource audit
Ø Men and women
Ø Management
Ø Money
Ø Make-up
Ø Machinery
Ø Methods
Ø Markets
Ø Material
Ø Management information
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Value chain analysis
A value chain is the sequence of business activities by which, in the perspective of the end
user, value is added to the products or services produced by an organisation (CIMA).
The value shop is an alternative representation of value chain analysis and can be used more
applicably for the professional firm or service organisation. Rather than just creating value
by producing output from an input of raw materials in a uniform or standard way each client
problem maybe unique, value is created by mobilising resources and deploying them for to
solve specific problems. Within a service organisation the value creation process may deal
with unique situations and the links between the primary activities may not be so visible.
Stabell and Fjeldstad (1998), five generic activities (primary activities) carried out by a
value shop
1. Problem finding and acquisition
2. Problem solving
3. Choice of problem solution
4. Execution of solution
5. Control and evaluation
Infrastructure
HRM
Technology
Procurement
Inbound
Logistics
Operations
Outbound
Logistics
Marketing
&
Sales
After
Sales
Service
Primary activities
Margin
Margin
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Benchmarking
A continuous, systematic process for evaluating the products, services and work
processes of an organisation that are recognised as representing best practice, for the
purpose of organisational improvement.
(Michael Spendolini)
Types of benchmarking
· Internal
· Best practice or functional
· Competitive
· Strategic
The process
· Selecting what you want to benchmark
· Consider benefits against the cost of doing it
· Assign responsibilities to a team
· Identify potential partners/known leaders
· Breakdown processes to complete
· Test and measure e.g. observation, experimentation or investigation/interview
· Gather information
· Gap analysis
· Implement changes/programmes/communicate
· Monitor and control
· Repeat regularly
Business process re-engineering (BPR)
Hammer & Champy (1993) defined the process of reengineering as "the fundamental
rethinking and radical redesign of business processes to achieve dramatic improvements in
critical, contemporary measures of performance, such as cost, quality, service and speed."
The stages in a BPR exercise
1. Identify processes to be re-engineered
2. Understand, break down and analyse the process
3. Identify change levers
4. Rationalise or eliminate process
5. Redesign process to operate in the most cost effective and efficient way
6. Reassemble, implement and manage change
7. Monitor and review
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Gap analysis
Gap analysis is a long range and quantifiable planning technique
· Where the organisation is now
· Where the organisation will be
· Where the organisation wants to be
Process of gap analysis
1. Set long-term strategic objectives
2. Forecast likely performance given its current state of affairs
3. Current forecasts are frequently updated
4. Periodically compare revised performance to target performance and
identify measurable gaps.
5. Further strategic development required when a gap exists
Time
Performance
Measure
Revised forecast
Strategic target
Current forecast
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Scenario planning
A strategic planning method for the preparation of flexible long-term plans. Scenario
planning involves testing business strategies against alternative futures in an attempt to
build plausible views, when operating in conditions of high uncertainty.
Process developed by Schoemaker
1. Develop scenarios e.g. examine environment, key trends and uncertainties.
2. Develop strategies to match each scenario.
3. Identify core competences that are required for each scenario.
4. Use of strategies developed if key trends and uncertainties turn out to be true.
The concept of foresight
Foresight has been described as the art and science of anticipating the future and planning
prudently for it.
· Think tanks
· The Delphi model
· Scenario planning
· Brainstorming
· Visioning
· Morphological analysis
Corporate appraisal (SWOT analysis)
A corporate appraisal is a critical assessment of the strengths and weaknesses,
opportunities and threats (SWOT analysis) in relation to the internal and environmental
factors affecting an entity in order to establish its condition prior to the preparation of the
long-term plan. (CIMA)
· Strengths and weaknesses are normally internal (within the organization)
· Opportunities and threats are normally external (outside the organisation)
The TOWS approach
· SO Strategies e.g. match core competences or Strengths to Opportunities
· ST Strategies e.g. use Strengths to avoid Threats
· WO strategies e.g. take advantage of Opportunities by addressing Weaknesses
· WT strategies e.g. minimiseWeaknesses and avoid Threats
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Strategic Options
Chapter
5
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Key summary of chapter
Michael Porters competitive generic strategies
Competitive advantage
Low cost Differentiation
Cost Leadership
Offering a product or service at
the lowest price due to having
the lowest cost per unit in the
industry.
Differentiation
Offering a product or service with
certain characteristics or features
that are unique and distinct
relative to the competition.
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Cost Focus
Market segmentation and cost
leadership strategy pursued.
Differentiation Focus
Market segmentation and
differentiation strategy pursued.
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The Ansoff matrix
Existing
Market
New
Market
Market Product
Penetration Development
Market Diversification
Development
Existing Product New Product
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Types of integration (merger or acquisition)
Related diversification
· Horizontal integration
· Backwards vertical integration
· Forwards vertical integration
Unrelated diversification
· Lateral integration or conglomerate diversification
Strategic options
· Internal development or organic growth
· Acquisition (takeover) or merger
· Joint venture
· Strategic alliance
· Franchise (licensing)
· Sales agents
· Manufacturing overseas
· Exporting
· Outsourcing
· Turnkey operations
· Do nothing
· Withdraw
· Consolidate
Divestment
· Liquidate assets
· Sell off products or brands as a going concern
· Management buy out (MBO)
· Management buy in (MBI)
· Demerger (sale)
· Rationalisation
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Business process outsourcing (BPO)
A form of outsourcing, the contracting of operations and responsibilities of a specific
business function (process) to a third-party service provider. Commonly referred to as
back office outsourcing because it involves the outsourcing of internal business functions
e.g. finance, human resource management, legal, information technology, even the
offshore outsourcing of call centers by companies today.
Benefits of BPO
ü Economies of scale
ü Reduces the complexity of internal management
ü Management can focus on its core competencies
ü Greater flexibility of using the outsourcer
ü Increase speed, improve efficiency and cut cost
Limitations of BPO
Loss of strategic control
Organisation more vulnerable due to over reliance
Loss of competitive advantage
Internal redundancy
Risk to the security of information
Failure of outsourcer to meet service levels
Offshore outsourcing
Offshore outsourcing is BPO contracted outside the company's country. Examples from the
UK and US, have included overseas development of information technology e.g.
programming or software development, customer call centers, processing insurance claims,
and even research and development. In either case the process is performed in another
country to where the product or service is actually developed or manufactured.
Offshoring is a similar term used when a process is performed in another country, but
instead of a third party used, the process is provided by a foreign subsidiary.
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Supply chain management
Strategies to achieve greater integration of the supply chain from raw material to the
ultimate final sale and disposal of a finished product or service. Effective supply chain
management can be crucial for an organisation to gain competitive advantage e.g. higher
quality, lower cost, quicker delivery etc. A supply chain is an example of a supply
network, raw materials, components, finished goods and services, are procured as a
product passes through a chain of processes that supply one another and at each stage
adds value to the customer in some way.
Strategic supply chain management
The strategic supply wheel illustrated by Cousin s
· Portfolio of relationships e.g. high collaboration with suppliers
· Skills and competences e g. develop skills internally
· Strategic performance measures e.g. monitor and control supply chain
· Cost-benefit analysis e.g. over strategic approaches
· Organisational structure e.g. support effective supply chain management
Supplier sourcing strategies
· Single sourcing e.g. source from one supplier only.
· Multiple sourcing e.g. source service from many suppliers simultaneously.
· Delegated sourcing e.g. purchasing decisions are outsourced.
· Parallel sourcing e.g. a combination of two or more of the above.
The three elements of supply chain management
· Responsiveness
· Reliability
· Relationships
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IT to facilitate greater integration of supply chain
· Bar coding
· Electronic tagging
· Materials Requirement Planning (MRP I)
· Route masters
· Electronic Data Interchange (EDI)
· Extranet e.g. internet based EDI.
· Computer Aided Design (CAD)
· Electronic Funds Transfer (EFT) systems.
Business strategies to facilitate greater integration of supply chain
· Vertical integration
· Strategic alliances or joint ventures
Evaluating strategic options
The SFA (or FSA) criteria
· Suitability e.g. SWOT analyses and mission statement.
· Feasibility e.g. skills, core competences, finance and resources to achieve option
· Acceptability e.g. level of risk and financial return acceptable to stakeholders
RACES
· Resources
· Acceptably
· Coherence
· Effectiveness
· Sustainability
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Marketing
Chapter
6
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Key summary of chapter
The marketing concept
Marketing
The management process responsible for identifying anticipating and satisfying customer
requirements profitably.
Chartered Institute of Marketing (CIM)
The marketing mix (4 Ps)
A set of controllable variables an organisation has to influence a customers purchase
decision for a good or service.
Product
The package of benefits including guarantees, warranties and after sales service.
Price
The pricing element includes price promotions, discounts, and periods of credit, interest
free credit and payment terms.
Promotion
The promotional mix or promotional plan is comprised of four subcategories: advertising,
personal (or direct) selling, sales promotion and public relations.
Place
Place is where the product can be purchased from e.g. distribution channels.
People
Often referred to as the 5
th
P in the marketing mix, because staffs are the essential human
asset to support the marketing concept.
Process
How the service is delivered or how the sale of the good is managed.
Physical evidence
The tangible evidence that exists and that can be identified to the organisation.
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Market research
A systematic investigation of markets and accumulation of relevant data
A process for market research
1. Problem recognition
2. Define scope of data and information needs
3. Collect data and information e.g. sampling, surveys, observation, interview etc
4. Analyse and understand information e.g. databases, summarise trends and
results
5. Report and conclude for new marketing strategies
Sales forecasting methods
Market forecasting methods for estimating current demand
· Total market or industry potential
· Area market potential
· Market share
· Relative market share (RMS)
Market forecasting methods for estimating future demand
· Survey or sample of buyers intentions
· Composite of sales force opinions
· Expert opinions
· Past-sales analysis
· Market test methods
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Relationship marketing
Relationship marketing is about devoting marketing resources to the maintenance of the
existing customer base, as well as trying to attract new customers. Customer loyalty and
retention has become critical to the long-term survival of organisations, relationship
marketing aims to build excellent relationships with customers in order to retain their
loyalty.
Paynes 6 markets model for relationship management
Payne advocated that an organisation has six markets not just the customer market when
it comes to relationship marketing.
1. Customer market
2. Referral market
3. Supplier market.
4. Recruitment market
5. Influence market
6. Internal market
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Market Segmentation
The grouping of customers, with each sub-group or segment of customer having a
common need, want or value. Each sub-group or segment will be affected by
different targeting strategies; they would behave differently and respond differently
to different tailored marketing mixes.
Advantages of market segmentation
ü Match closer the features of a product to customer groups.
ü Higher customer satisfaction or delight
ü Brand loyalty and customer retention.
ü More efficient use of marketing resources
Guidance for effective market segmentation (Kotler)
· Substantial e.g. segment sizeable enough to be profitable
· Accessible e.g. segment can be efficiently and effectively reached
· Measurable e.g. segment can be measured
· Actionable e.g. effective strategies are available to attract segment
· Differentiable e.g. the segment behaves and responds differently
Reasons not to engage in market segmentation
· The number of customers not big enough to earn a profit.
· Effective promotion mediums do not exist to create awareness economically.
· The size or strength of competition that already exists.
· Segment too subjective, complex and therefore difficult to measure.
· The firm lacks the core competences to compete.
· The market segment identified has no long-term future.
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The strategic marketing process
The primary goal of any marketing strategy is to satisfy the strategic goals of the
organisation e.g. competitive strategy must support the corporate strategy, mission and
goals.
1. The mission statement and corporate objectives reviewed
2. Conduct a marketing audit
· Review strategy and objectives of the organisation
· Audit external marketing environment e.g. PEST or SLEPT analysis
· Market analysis and segmentation for different customer needs and values
· Competitive benchmarking of marketing mix practices
3. Evaluation and reporting of all market research and intelligence
4. Determine and evaluate competitive strategies
5. Detailed action plan created
6. Review and obtain feedback periodically
7. Regularly undertake marketing audit
The marketing environment
Environmental analysis is a process strongly linked to the creation of the marketing
strategic plan for an organisation. Models such as PEST or SLEPT analysis and other
derivatives of these e.g. PESTLE or SLEEPT or STEEPLE can be used for analysing the
general or industry environment.
· S societal factors
· L legal factors
· E economic factors
· P political factors
· T technological factors
Two extra Es could include ethical and ecological factors. Other considerations to the
above for a more comprehensive study of the environment would include a full analysis of
customers, competition and markets.
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Product positioning
Competitive positioning is about the organisation's role in the competitive market place.
· Undifferentiated (or homogenous) positioning is the targeting of an entire market
with a single marketing mix.
· Differentiated targeting is the targeting of different market segments and a specific
marketing mix for each segment.
· Concentrated positioning is the targeting of a single market segment only with a
single marketing mix e.g. single segment focus.
Michael Porters competitive generic strategies
Competitive advantage
Low cost Differentiation
Cost Leadership
Offering a product or service at
the lowest price due to having
the lowest cost per unit in the
industry.
Differentiation
Offering a product or service with
certain characteristics or features
that are unique and distinct
relative to the competition.
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Cost Focus
Market segmentation and cost
leadership strategy pursued.
Differentiation Focus
Market segmentation and
differentiation strategy pursued.
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The characteristics of services
· Intangibility e.g. no material substance or physical existence
· Legal ownership e.g. difficult to return if faulty
· Instant perishability e.g. cannot be stored for future use
· Heterogeneity e.g. performed different each time
· Inseparability e.g. cannot be separated from the person who provides it
Product (customer) portfolios and the product mix
Product mix means the different products that the organisation makes or sells. The
product portfolio can be managed using tools such as the product life cycle (PLC) theory
and the Boston Consulting Group (BCG) matrix.
Product or industry life cycle
The product life cycle illustrates the succession of stages that a product goes through in
terms of its sales or market share. The market environment in which a product is sold is
always changing and therefore must be managed as it moves through a succession of
different stages.
· Introduction
· Growth
· Maturity
· Decline
The Customer Life Cycle (CLC)
The Customer Life Cycle (CLC) is similar in theory to the Product Life Cycle (PLC),
however, CLC focuses upon the creation and delivery of lifetime value to the customer
(not product) during different stages of their life cycle e.g. identifying products or
services that customers need, want or value throughout their life cycle stages. A customer
lifecycle value (CLV) estimates the present value of the net cash flows likely to be
received during a customers life time.
The Boston Consulting Group matrix
· Problem Child e.g. new product that poorly competes.
· Star e.g. new product that competes well.
· Cash Cow e.g. mature and established product that competes well.
· Dog e.g. mature and established product that poorly competes.
Product portfolio theory states that an organisation should have a well diversified
portfolio of products e.g. stars are essential for future success, cash-cows to harvest and
support stars, the absence of question marks or dogs if possible.
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Customer profitability analysis (CPA)
Relating specific costs to serving customers or groups of customers, so that their relative
profitability can be assessed. Customer profitability analysis (CPA) focuses on cost
reduction by understanding how customers consume different support resources e.g.
processing, delivery, sales visits, telephone support, internet support etc. It allows an
organisation to concentrate on the most profitable of its customers.
Direct product profitability (DPP)
DPP is a decision making tool that helps a food merchandiser by providing a better
indication of the profitability of products on the supermarket shelves. DPP allocates
direct product costs to individual products. These costs are subtracted from gross profit to
derive at DPP for each product. The normal indirect costs attributed to products would
be distribution, warehousing and retailing. DPP would ignore indirect costs such as head
office overhead, only product specific fixed (indirect) cost would be analysed. e.g. shelf
filling, warehousing and transportation
Distribution channel profitability (DCP)
DCP another ABC concept, is about relating specific distribution costs to serving
customers or groups of customers, so that their relative profitability can be assessed.
Typical supply chain channels today include the internet, e-mail, shops/branches, post,
telephone, catalogues, other distributors etc
Activity based management (ABM)
Activity based management (ABM) is about satisfying customers whilst making fewer
demands on internal resources. The aim is that once cost drivers are created,
organisations can aim to reduce cost, by creating models for more effective planning and
control.
Attribute costing
DPP or CPA can be taken one step further by using attribute costing, a method which
applies cost-benefit analysis e.g. benefits from the value of customer utility or
satisfaction derived from different attributes of a product, compared to the cost of
providing each attribute.
Strategies to improve customer or product profitability
1. Increase price
2. Increase volume sold
3. Reduce support activities that incur specific customer or product cost
4. Withdrawal e.g. discontinue selling
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Branding
A trade name, symbol or logo synonymous or identifiable to an organisation, or its
product or service e.g. Nike (and its tick logo).
The merits of brands
ü Can support new products and services
ü Can create a premium price
ü Can support franchising (licensing)
ü Can have longer life cycle than products
ü Can differentiate a product and strengthen customer loyalty
The five brand strategies of Kotler (1997)
· Line extensions e.g. new sizes, flavours etc launched under same product brand
· Brand extensions e.g. new product category launched under same brand
· Multibrands e.g. new brands launched in same product category
· New brands e.g. new product category launched or existing product relaunched
· Co brands e.g. complimentary brands combined for promotional strategic benefit
Brand accounting
Brand expenditure is not capitalised under IAS 38
The valuation of intangible brands
· The historical accounting cost
· The present value of the price premium paid for the brand
· The present value of future estimated earnings from the brand
· The market price
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Ethics
Morals about the right behaviour and way of conduct.
Corporate Social Responsibility (CSR)
Being aware of the impact of actions on others, and acting
in the best interests of society
Ethical considerations in marketing
· Safe products and services
· Ethical products and services e.g. not tested on animals, fair trade, recycling,
biodegradable etc
· Fair pricing and returns policy
· Full refund offered if customer unsatisfied
· Customers not misled e.g. information, sales staff and agents
· No text messaging or junk mail
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The role of IT in supporting marketing
Marketing decision support systems (MDSS)
Databases, internet, extranet, intranet and e-commerce systems.
A coordinated collection of data, system tools, and techniques with supporting software
and hardware by which an organization gathers and interprets relevant information from
business and the environment and turns it into a basis for making management decisions.
(American Marketing Association)
Customer relationship management (CRM) systems
Devoting marketing and IT resources to the maintenance of existing customers, as well as
strategies to attract new customers.
Examples of CRM systems
· Face to face contact e.g. meetings, phone calls, e-mail, online services etc.
· Back office e.g. booking, billing, invoicing and payment.
· Analysis of customer trends e.g. data warehousing and mining
Data warehousing and mining
Data warehousing
The input and storage of high volumes of data e.g. customer transactions such as time of
day and type of goods purchased. Tesco collects data via its sales order processing systems
using EPOS, bar-coding and magnetic stripe card (club card) technology.
Data mining
The process of extracting useful and perhaps previously unknown information from a
large pool of information gathered within a data warehouse. It is also referred to as
shopping basket analysis because it is heavily applied within the retail sector.
E-marketing and E-commerce
E-marketing
Marketing over the internet. Also referred to as i-marketing, web marketing and online
marketing. The presentation of the organisations brand, product and services over the
internet, to help build strong customer relationships and brand loyalty.
E-commerce
The process of buying and selling goods and services electronically over the internet using
website technology.
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Information Strategy
Chapter
7
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Key summary of chapter
Information
Data which has been processed in a meaningful way e.g. summarised, formatted,
tabulated or filtered, so that it is understandable by its intended recipient.
Information system
A system of persons, data records and activities, manual or computerised, that process,
collect and maintain information, to provide it to staff or other stakeholders.
The primary role of information systems is to support the business strategy and goals of
the organisation. The business strategy and goals of the organisation should always be
driving the information strategy of the organisation, never the other way around.
Characteristics of good information systems
A Accurate
C Complete
C Cost beneficial
U User friendly
R Relevant
A Authoritive
T Timely
E Easy to use
Quality Strategic planning Operational
control
TIME PERIOD FORECAST HISTORICAL
TIMELINESS IMMEDIATE DELAYED
OBJECTIVITY SUBJECTIVE OBJECTIVE
QUANTIFIABILITY QUALITATIVEQUANTITATIVE
ACCURACY APPROXIMATE ACCURATE
CERTAINTY UNCERTAIN CERTAIN
COMPLETENESS PARTIALCOMPLETE
BREADTH BROAD SPECIFIC
DETAIL LITTLE DETAIL HIGHLY DETAILED
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Michael Earl reasons to have an IT strategy
· IT involves high costs
· IT is critical to the success of many organisations
· IT can be used as part of a commercial strategy to gain competitive advantage
· IT impacts upon customer service
· IT impacts upon all levels of manager
· IT could mean a revolution in the way information is created and presented
· IT involves many stakeholders
Nolans 6-stage hypothesis
· Initiation
· Contagion
· Control
· Integration
· Data administration
· Maturity
The three elements of IT strategy
· Information Systems Strategy (ISS) WHAT
· Information Management Strategy (IMS) WHO
· Information Technology Strategy (ITS) HOW
Developing an IT strategy
1. Determine the business strategy, goals and objectives.
2. Define information needs and identify information sources.
3. Position audit and gap analysis undertaken for existing systems.
4. Heavy end user consultation and participation.
5. Change management and implementation
6. Review and control progress to ensure project objectives have been met
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Earls Grid for assessing information systems
Technical Quality
Low High
Divest
A costly and unused
system.
Reassess
Heavy user involvement to
improve the value of
information created and
presented.
B
u
s
i
n
e
s
s
V
a
l
u
e
H
i
g
h
L
o
w
Renew
Invest in a better IT
infrastructure.
Maintain and
enhance
Regular review and
upgrade to maintain
current position.
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McFarlans grid or the application portfolio
Strategic importance of current IT systems
Low High
Turnaround
Limited importance today but
predicted to become more
strategically important in the
future e.g. high potential for future
competitive advantage. New and
highly innovative systems normally
at early stages of development.
Strategic
The business depends on these
systems for existing
competitive advantage and will
continue to do so in the future.
Always at the heart of the
organisations success with
continuous redevelopment required.
S
t
r
a
t
e
g
i
c
i
m
p
o
r
t
a
n
c
e
o
f
p
l
a
n
n
e
d
I
T
s
y
s
t
e
m
s
L
o
w
H
i
g
h
Support
Not strategically critical and does
not contribute significantly to the
existing or future success of the
organisation. Not critical and
mainly exist for economic benefit
e.g. increase efficiency and reduce
headcount for data processing.
Factory
Currently viewed as strategically
important and necessary for
existing competitive success or
advantage, but predicted that this
significance in future is likely to
disappear. .
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Criteria for evaluating information systems
· Quality of the information e.g. using ACCURATE (see below)
· User acceptance testing e.g. surveys, interview, observation etc
· Actual costs and benefits of new system compared to budget
· Technical testing e.g. response time, performance and reliability
· Ease of recovery in the event of failure or malfunction
Tools and techniques
· User questionnaires, interviews and observation
· Testing using real and dummy data
· Cost-Benefit (CB) analysis
· Benchmarking
· Post implementation audit and review
· Errors, complaints and queries reported
· The VFM or 3 Es approach
Cost-Benefit (CB) analysis
An economic evaluation technique which compares the costs associated with a proposed
investment with the benefits that investment will return. Both tangible and intangible
factors would be considered.
Advantages
ü Considers the intangibles
ü Useful technique for screening new
projects
Disadvantages
Uncertainty of estimating the future
Placing a value on intangible
benefits and costs
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Post completion review and audit
Mistakes of management can be learned.
Techniques used to conduct a post completion audit
· End user satisfaction surveys
· Staff appraisals
· Exception reports e.g. time and cost
· Results from testing
The purpose
· To support continuous improvement
· To allow for the identification and implementation of corrective action
The value for money (VFM) framework
· Economy (cheap)
· Efficiency (quick)
· Effectiveness (good)
Qualities of good information
· A Accurate
· C Complete
· C Cost beneficial
· U User friendly
· R Relevant
· A Authoritive
· T Timely
· E Easy to use
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Organising and managing information systems
Centralisation of IT department or activities
Advantages of a centralised IT function
ü Economies of scale
ü Better integration and compatibility of information systems
ü Higher motivation of IT staff
ü Can avoid duplication of effort
ü Strategic view
Benefits of in house developed information systems
ü Better understanding of information needs
ü Strategic control
ü Less risk to the security
ü More effective support to end users
Decentralisation of IT activities e.g. end user computing
End-user computing is the direct hands on approach that end users have over the
development and use of IT.
Benefits of end user computing
ü Creativity and innovation
ü Increases productivity of information systems
ü End-user satisfaction ownership and motivation
Limitations of end user computing
Lack of training and experience
Lack of documentation
Incompatibility of different systems
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IT outsourcing (client-vendor relationships)
Examples include the outsourcing of system maintenance, development or data processing
agreements with third party organisations, an entire IT department could be outsourced. IT
outsourcing can allow management to start with a clean sheet and eliminate what they
often see as an internal irritant.
Advantages
ü Save overhead
ü Reduce the complexity
ü Management can focus on its core
competencies
ü Flexibility of using outsourcer
Disadvantages
Loss of strategic control
Over reliance
Loss of competitive advantage
Internal redundancy
Risk to security
Failure of outsourcer
Management of vendors
· Policies, procedures and effective management
· Planned selection criteria
· Tender and visiting process
· References
· Contract agreements
· Penalties and cancellation terms
Characteristics of a good service level agreement
· Terms and conditions
· Exit route for non performance
· Timescale of agreement
· Copyright and ownership
· Procedures for control
· Contact details
Criteria for evaluating suppliers
· Invitation to tender documents
· Warranty and support
· Training assistance
· Cost and composite of cost
· Reliability and solid track record
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Management information systems
Management
Level
OPERATIONAL
TACTICAL
STRATEGIC
ALL
LEVELS
Information
System
Transaction
processing
systems
(TPS)
Decision
support
systems
(DSS)
Executive
information
systems
(EIS)
Expert
Systems
(ES)
Emerging information systems
Knowledge management systems (KWS)
KWS are information systems that facilitate the creation and integration of new
knowledge into an organisation. Many organisations now attempt to formalise systems
for the gathering and dissemination of knowledge across the organisation. Knowledge
management is the process of trying to collect, store and use knowledge within the
organisation. Knowledge can be formalised by designing processes to create, store and
use it to become explicit knowledge e.g. intranets, e-mail, databases, teams and social
networking.
Types of KWS
· Knowledge distribution systems e.g. e-mail, scanners, e-fax, voice mail and
document image processing (DIP). Groupware software packages like Lotus notes
can help to manage e-mail, calendars, diaries and reminders.
· Knowledge sharing systems e.g. expert systems, databases, intranets and
extranets.
· Knowledge creation systems e.g. computer aided design (CAD) and virtual
reality systems (VR).
Benefits of KWS
ü Help knowledge workers create new knowledge and expertise.
ü Facilitates the sharing of information.
ü Can reduce training time for new employees.
ü Retention of knowledge e.g. if an employee leaves
ü Could help gain competitive advantage
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Expert systems
Software that behaves similar to the way a human expert would within a certain field of
knowledge e.g. legal, medical, insurance or credit risk assessment. The expert knowledge,
rules and facts are pre-programmed a memory to facilitate artificial intelligence by
supporting decision making.
Benefits of an expert system
ü Automated expertise support for generalists.
ü Speed of decision improved.
ü Consistency of decision making
ü Expert systems retain and acquire new knowledge
Limitations of an expert system
Expensive to develop and maintain.
Narrow and specific in focus.
People can be more naturally creative than programmes.
Enterprise-wide systems
Also referred to as enterprise resource planning (ERP) or enterprise computing.
Enterprise-wide systems are information systems that are used throughout a company or
enterprise, to manage and coordinate resources, information and functions of a business.
To be considered an ERP system, a software package must provide the function of at
least two systems e.g. payroll and accounting functions if integrated.
ERP is the modern extension of MRP (material requirements planning,
then later manufacturing resource planning) systems and
CIM (Computer Integrated Manufacturing).
All functional departments are integrated into one holistic information system e.g. a
central database. As well as integrating manufacturing, warehousing, logistics, and
information technology, it would also include accounting, human resources, marketing
and strategic management. SAP Business One is an example of an ERP software
solution.
Benefits of ERP systems
ü Speeds up enterprise wide exception reporting.
ü Real-time data capture and reporting of financial results.
ü Provides information for all levels of management.
ü More effective planning and forecasting
Limitations of ERP
Bespoke and expensive to develop and maintain.
High switching cost.
Industry prescriptions may not gain competitive advantage.
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Customer relationship management (CRM) systems
CRM systems can automate many customer-related business activities and tasks.
Customer loyalty and retention has become critical to the long-term survival of
organisations, relationship management aims to build excellent relationships with
customers in order to retain their loyalty.
Microsoft Dynamics CRM 4.0 is an easy to use customer management system that
enables you to monitor and manage customers from their first contact all the way through
to after-sales service. CRM software systems include customer contact management,
sales automation, call centre applications and help desking. They allow departments to
track customer information so that customers interacting with an organisation perceive
the business as a single entity, despite interacting with a number of employees from
different departments.
Benefits of CRM
ü Increased loyalty of customers and free word of mouth recommendation
ü Organisation builds more knowledge and understanding about customers.
Web 2.0 tools
Web 2.0 tools refers to any computer application that is web-based and will support
collaboration, interaction and sharing of information over the world wide web. Web 2.0
tools represent the second generation of software for the world wide web, moving away
from static web pages to dynamic and shareable content. They enable people with no
specialised technical knowledge to create their own websites, publish, create and upload
audio and video files, share photos and information and many other tasks.
Examples
· Social-networking sites e.g. Twitter
· Video sharing sites e.g. YouTube
· Wikis e.g. a website that allows multiple users to create and modify web page
content in a collaborative manner.
· Blogs e.g. a web site for regular entries of commentary, photos, files and
descriptions, personal sites include MySpace UK and Facebook.
Benefits of Web 2.0 tools
ü Facilitates creativity.
ü Supports information sharing.
ü Supports human collaboration e.g. virtual teams.
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Electronic business (E-business)
Conducting business via electronic media e.g. telephone, fax machines, computers,
video-teleconferencing etc. The internet supports E-business e.g. utilises information
technology to support all the activities of a business, service its employees and other
external stakeholders. Web 2.0 tools enable this to be done interactively.
E-commerce
The process of buying and selling goods and services electronically using website
technology.
Benefits of e-commerce
ü Improves marketing e.g. invitation to treat , graphics and interactivity.
ü Fulfil orders satisfactorily without human intervention e.g. electronic retailing ( e-
tailing) for automated ordering and payment
ü Can monitor customer trends e.g. buying habits
ü Encourage feedback from customers e.g. electronic surveys
Value added networks (VANS)
A VAN is a third-party network service provider which offers access to specialised
services, normally for a fee e.g. Reuters. Customers either purchase leased lines or use
dial-up to access the network. VANS can add value to an organisations products or
services e.g. extranets, EDI and specialised knowledge databases, can all help those that
subscribe to achieve mutual competitive advantage. VANS offer direct communication
links to trading partners, mailbox services for further information and 24/7 message
transmission
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The emergence of new forms of organisation
Virtual or network firms e.g. dotcom companies.
Network or virtual organisations rely heavily on external organisations or third parties for
the delivery of their product or service.
A virtual organisation does not have a physical location. For example a collection of
individuals that work from their home and the majority of the primary processes or
activities of the organisation are outsourced to third party providers.
Characteristics of virtual or network firms
· High levels of outsourcing
· Relatively few physical assets e.g. lease rather than buy
· Relatively minimum full-time staff
· To the customer organisation is perceived as one organisation
Teleworking
Teleworking (or telecommuting) is where staff employed by an organisation work
from their home and communicate with the workplace via phone, fax, e-mail, intranet,
extranet or any other telecommunications link.
Advantages to employee
ü No commuting
ü Flexible working hours
Advantages to employer
ü Saves office overhead
ü Larger pool of labour
Disadvantages to employee
Room in your house for workspace
Family interruptions
Disadvantages to employer
Less loyalty from employees
Staff training can be difficult
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Virtual (or geographically dispersed) teams (GDT)
Virtual teams are groups or teams who are geographically dispersed but working and
collaborating together. Virtual teams are not normally present in the same office, they are
often working in different parts of the world and over different time zones.
Benefits of virtual teams
ü Employer saves on staff office overhead
ü Employer can recruit the best staff anywhere geographically
ü Lower social cost to society from commuting
Limitations of virtual teams
Cross-cultural management problems
Time zones can cause delay in communication
New methods of working maybe unfamiliar to those participating
Isolation and lack of project teamintegration
Group cultural norms can make teams very insular
IT to support virtual teams
Computer-supported Co-operative Working
Computer systems that support collaborative and the coordination of tasks and activities.
· Groupware
· Workflow management
· Internet, extranets and intranets
· E-mail, Video conferencing and Web 2.0 tools
· Knowledge work systems (KWS)
Groupware (collaborative software) supports multiple users on a network. Examples of
groupware include Lotus Notes (or Lotus Domino) a client-server, collaborative
application developed by IBM, or Microsoft Exchange. Features include quick notes, ideas
and reminders, sharing of calendars, public folders, address books and schedulers to
arrange meetings.
Workflow systems ensure less delay and greater efficiency of managing workflow. Image
based workflow systems automate the flow of paper throughout the organisation by
digitising paper based images. Form based workflow systems route text based documents
around the organisation.
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Corporate Social
Responsibility and Ethics
Chapter
8
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Key summary of chapter
Corporate Governance
The corporate governance framework is there to encourage the efficient use of resources
and equally to require accountability for the stewardship of those resources. The aim is to
align as nearly as possible the interests of individuals corporations and society"
(Sir Adrian Cadbury in 'Global Corporate Governance Forum' World Bank 2000)
UK corporate governance reporting and recommendations
Cadbury and Greenbury report recommendations
· Split chairman and chief executive role
· Regular and more formal meetings.
· Directors remuneration clearly shown within the published accounts
· Pay awards to be decided by a remuneration committee using non-executive
directors only
· Establish an audit committee using non-executive directors only
· Every company should have at least 3 non-executives directors
The Hampel report incorporated the recommendations from both the Cadbury and Greenbury
Committees as well as amendments from the London Stock Exchange, it was published as
the Combined Code in June 1998.
Benefits of good corporate governance
ü Greater fairness and openness of directors
ü Greater public confidence in companies
ü Reduced risk for investors and other stakeholders
ü Lower risk of strong CEO domination
ü Transparency, timely and clearer communication of information
ü Improves performance and leadership by the board
Cadbury Report
Hampel Report
Greenbury Report
Turnbull Report
Smith Report
The Combined
Code
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Summary of the principles for good governance
Directors responsibilities
· The Board should be effective to lead and control the company.
· Clear division of responsibilities between Chairman and CEO to ensure balance of
power and authority.
· Board balance e.g. executive and non-executive roles.
· Supply of transparent information.
· Timely and of appropriate quality of information.
Appointment of directors
· Formal and transparent procedures.
· Re-election e.g. all directors at regular intervals and at least every three years.
Directors Remuneration
· Level and make-up of remuneration should be sufficient to attract and retain but not
more than necessary.
· A proportion linked to performance.
· Formal and transparent procedure fixing remuneration of each director.
· Disclosure e.g. details of the remuneration of each director.
Relations with Shareholders
· Dialogue with institutional shareholders.
· Constructive use of the Annual General Meeting (AGM).
· To communicate with private investors and encourage their participation.
Accountability and Audit
· Financial reporting e.g. balanced and understandable assessment of the company s
position, performance and prospects.
· Maintain effective internal controls.
· Audit committee for maintaining an appropriate relationship with the auditors.
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International perspective on corporate governance
This is of paramount practical concern for policymakers, managers, accountants and others
since they are affected by the regulatory regimes and changes of regulations on a daily
basis in their working environment.
Organisation for economic co-operation and development (OECD)
· Rights of shareholders e.g. one share equals one vote for all shareholders.
· Equitable treatment of shareholders e.g. protection of t minority interests..
· Equitable treatment of all stakeholders.
· Accurate and timely information for users of published information.
US, the Sarbanes-Oxley Act (2002)
· Legal requirement for all companies with a US listing.
· Attempts to address auditor independence and corporate governance issues.
· Places restrictions on the nature of non-audit services that can be performed by
auditors. Audit committees must approve any allowed additional services.
· Audit committee members should be independent, and are responsible for the
appointment, remuneration and overseeing of external auditors.
· Audit committee must establish rules for the protection of whistleblowers.
South Africa, the King Report (2002)
· Broader stakeholder approach to governance.
· Considers social, environmental, economic aspects of company activities
(HIV/AIDS impact, black economic empowerment, equal opportunities and human
capital development)
· Accountability and independence of the board emphasised more.
· Delegation did not diminish ultimate responsibility of the board.
· Board is responsible for risk management processes including internal audit.
· Openness to all stakeholders
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Ethics and social responsibility
Corporate social responsibility (CSR) is concerned with being aware of the impact of
actions on others, and to act in the best interests of society.
Ethics is concerned with rules or morals about the right behaviour
and conduct, it is one part of CSR
Advice on how to be more ethical and socially responsible
· Good public relations.
· Protection of the ecological environment
· Control energy consumption, waste and emissions
· Recycle all packaging material
· Support charities and the local community
· Good conditions of work provided for employees
· Embody ethical culture through a mission statement and training.
· Set and publish aims and objectives to achieve greater CSR.
Ethics for members of CIMA
The CIMA Code of Ethics for Professional Accountants sets out the fundamental
principles of professional behaviour that members and students are required to follow.
Other accountancy bodies and professions such as the ACCA, ICAEW and AAT, have
similar standards of behaviour and conduct.
Code of conduct for CIMA management accountants
· Integrity
· Objectivity
· Professional competence and due care
· Professional behaviour
· Quality to the client
· Confidentiality
· Serve the public interest
Code of conduct ensures
· A positive global image to CIMA
· Protection for public interest.
· Prevention and limitation of malpractice.
· Repeat business in the long-term for CIMA and CIMA members
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Organisations
Chapter
9
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Key summary of chapter
Private sector organisations
Sub-sectors of the economy not directly controlled by the government or state
e.g. private business and households.
Examples
· Private businesses
· Companies (corporations)
· Private banks and building societies
· Non-governmental organisations e.g. trade unions, charities, clubs etc
Public organisations
Sub-sectors of an economy, or organisations, owned and directly controlled by the state or
government.
Examples
· Local authorities.
· State owned industries e.g. the UK post office.
· Public corporations e.g. the British Broadcasting Company (BBC).
Characteristics of public organisations
· Ultimately accountable to government.
· Goals and guidelines determined by government.
· Not-for-profit motive (NPO).
· Funded by the general public e.g. through taxation.
Multinational Companies (MNC)
A multinational corporation (MNC) can also be referred to as a transnational corporation
(TNC) and a multinational enterprise (MNE). A global or international organisation which
has production or service facilities in more than one country.
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Emerging markets
An emerging market (or emerging economy) is a country in the early stages of
development and often receptive to foreign investment. Emerging markets have very high
growth rates in national product and yield enormous market potential. Examples of
emerging markets include China and India considered to be two of the largest, also Mexico
and Brazil, these nation's social or business activities are in the process of rapid economic
growth and industrialisation. There are approximately 30 emerging markets in the world
today.
Emerging market multinationals e.g. Korea's Samsung
Emerging market multinationals are changing the rules of the game, firms from developing
countries are able to develop global competitive advantage, surviving local competition
from their own unprotected economies and beating western multinationals.
The rise of emerging markets signals the greatest shift in global economic power since the
industrial revolution. Emerging market economies are set not only to emerge, but also
dominate the economic future of the world. Domestic companies from such countries as
Brazil, Russia, India, Egypt and South Africa are successfully making progress in
international trade and in every imaginable industry sector.
Characteristics of emerging multinationals
· Recognised as a global leader
· Has global presence
· Competitive in price, quality, technology design and management
· Can be benchmarked against the biggest and best in the world.
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Comparing and contrasting organisational structures
The small or
entrepreneurial
structure
The functional
structure
The divisional
structure
The matrix
structure
Informal, small
organisation
Formal,
bureaucratic,
large organisation
Formal,
bureaucratic,
complex group
Formal
or informal
teamwork
Founder driven
with less
bureaucracy.
Bureaucratic.
place for
everything and
everything in its
place
Bureaucratic.
place for
everything and
everything in its
place
Teamwork and
project focused
Communication in
all directions
Vertical
communication
Vertical
communication
Communication in
all directions
Power culture Role culture Role culture Task culture
Customer focused
Process or
activity focused
Customer focused Project focused
Suits a dynamic
and uncertain
environment.
Suites a stable
and certain
environment.
Suits a dynamic
and uncertain
environment.
Suits a dynamic
and uncertain
environment.
Flatter and
flexible structure
Tall and
inflexible structure
Flatter and
flexible structure
Flatter and
flexible structure
Integrated Specialised Specialised Integrated
Unity of command Unity of command Unity of command Dual authority
Centralised
decisions
Centralised
decisions
Decentralised
decisions
Decentralised
decisions
Virtual or network firms e.g. dotcom companies.
Network or virtual organisations rely heavily on external organisations or third parties
for the delivery of their product or service.
A virtual organisation does not have a physical location. For example a collection of
individuals that work from their home and the majority of the primary processes or
activities of the organisation are outsourced to third party providers.
Characteristics of virtual or network firms
· High levels of outsourcing
· Relatively few physical assets e.g. lease rather than buy
· Relatively minimum full-time staff
· To the customer organisation is perceived as one organisation
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Types of workforce flexibility
· Functional flexibility (task flexibility/multi-skilled employees) concerns breaking
down traditional occupational boundaries and avoidance of over specialisation.
· Financial flexibility aims to convert staff cost from fixed to variable cost.
· Numerical flexibility enables a firm to adjust rapidly to changing levels of demand
by increasing or decreasing the number of employees.
· Temporal flexibility can be achieved by varying the hours worked by employees
in response to changes in demand.
Lean production or the Toyota production system (TPS)
Lean production (also known as the Toyota Production System) is a manufacturing
methodology originally developed by Toyota
"good thinking means good product .
Toyota Production System (TPS) was built on two main principles: Just In Time (JIT) and
J idoka e.g. continuous improvement of quality within the production system.
Lean production focuses on delivering resources when and where they are needed.
Lean production tools and techniques
· Getting things right first time
· Minimising inventory e.g. JIT stock control
· Minimising waste
· Flexible workforce practices
· High commitment to human resource policies
· Culture of commitment to continuous improvement
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Concepts that support lean production
Information technology to support capacity planning
Flexible manufacturing systems (FMS) consist of several machines along with part and
tool handling devices such as robots, arranged so that it can handle any family of products
or parts for which the system has been designed and developed. These systems are highly
computerised, automated and integrated.
Computer aided design (CAD) automates the design, drafting and display of graphically
oriented information early in the design process aids good production planning.
Computer aided manufacturing (CAM) automates production e.g. robotic and
programmable production cycles.
Optimised production technology (OPT) helps to avoid the build up of unnecessary
work in progress and supports a JIT environment e.g. resource planning centred around
bottleneck resources (limiting factors) or the binding constraints that limit capacity.
Materials requirement planning (MRP I) is an inventory control system which provides
an automated list of components and materials required for the type and number of
products entered. This allows better production planning and accuracy of inventory
management.
Manufacturing resource planning (MRP II) Evolved from MRP I. A system that
incorporates not only material requirements, but all manufacturing resources such as
different labour types, machine types and other manufacturing resources required for the
type and number of products entered.
Computer-integrated manufacturing (CIM) is manufacturing supported by computers.
The total integration of computer aided design, manufacturing,. quality control and
purchasing in one centralised system.
Enterprise-wide systems (ERP systems) also referred to as enterprise resource planning
(ERP) or enterprise computing. Enterprise-wide systems are information systems that are
used throughout a company or enterprise. A company-wide computer software system
used to manage and coordinate all the resources, information and functions of a business.
Total productive maintenance (TPM) aims to shorten lead times by ensuring production
and machine maintenance staff work closer together. Machine operators are empowered
and trained in order to speed up routine servicing, fault diagnosis and maintenance of
operating machinery.
Just in time (JIT) requires that products should only be produced if there is an internal or
external customer waiting for them. It aims ideally for zero stock e.g. raw materials
delivered immediately at the time they are needed, no build up of work-in-progress in
production and finished goods only produced if there is a customer waiting for them.
Total quality management (TQM) is the process of embracing a quality conscious
philosophy or culture within an organisation, it aims towards standards of near perfection
and continuous improvement.
Quality circles is an American idea, whereby a group of 5 to 8 employees, normally
working in the same area, volunteer to meet on a regular basis to identify areas for
improvement or analyse work related problems in order to find solutions.
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Change Management
Chapter
10
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Key summary of chapter
Change
A gradual evolution or sudden transformation, not normally within the control of the
organisation, change often due to influences from the organisations environment.
Change management
A structured approach to transition individuals, groups, departments, divisions etc from a
current state to a desired future state. Other terms for change management include
configuration management, change control or change leadership.
Internal change triggers
Internal factors within the organisation which cause change to be necessary
e.g. new CEO, dissatisfaction of management or staff, reorganisation, rationalisation
programmes, new information system etc.
External change triggers
External (environmental) influences which cause change to be necessary
e.g. new competition, changes in strategy by the competition, new legislation, economic,
technological, social changes in customer needs etc.
Models for analysing external change triggers
· PEST or SLEPT (general environment) e.g. social, legal, economic, political and
technological.
· Porter s 5-forces (task or competitive environment) e.g. threat of new entrants,
competitive rivalry, substitutes, bargaining power of suppliers and bargaining
power of customers.
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Greiner organisational growth model
Greiner's Growth Model describes the different stages an organisation passes through
over time as they grow in size. Larry E. Greiner originally proposed his model in 1972
with five phases of growth. A sixth phase was added further in 1998. Greiner explained
the management problems that would be experienced over the different phases, each phase
reaching a crisis or turning point. Organisations often have to change or reorganise at
each of these phases, so if effectively planning for it, they can ensure smoother transition
from one phase to another to avoid the chaos this may cause.
Phase 1 Phase 2 Phase 3 Phase 4 Phase 5
Young Age of Organisation Mature
S
i
z
e
o
f
O
r
g
a
n
i
s
a
t
i
o
n
S
m
a
l
l
L
a
r
g
e
Growth
through
creativity
Crisis of
leadership
Crisis of
autonomy
Growth
through
delegation
Growth
through
direction
Crisis of
control
Crisis of
red tape
Growth
through
coordination
Crisis of ?
Growth
through
collaboration
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Stages in the change process planned change theory
1. Diagnose current problems
2. Create dissatisfaction with the existing state
3. Participation by those affected
4. Demonstrate support by senior management
5. Implementation of change.
6. Reward systems modified
7. Review and feedback obtained
Different reactions to change
· Acceptance
· Indifference
· Passive resistance
· Active resistance
Parameters for successful change
Wilson suggests the following parameters for how to consider change
· Scale e.g. scope and size of the program.
· Investment e.g. investment in resources defined in monetary terms.
· Timescale e.g. how long the process will take.
· Change e.g. the nature of the change required.
· Impetus for change e.g. the reasons for the programme of change required.
· Strategy e.g. the plan or strategy driving the change process.
Kotter and Schlesinger gave six methods of dealing with resistance to change
· Education and communication
· Participation and involvement
· Facilitation and support
· Negotiation and agreement
· Manipulation and co-optation
· Explicit and implicit coercion
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Kurt Lewin - 3 stage (process) approach to managing change
· Unfreeze
This process spells out the reasons why change needs to occur.
· Behaviour change
This process identifies and crafts new norms, attitudes and beliefs.
· Refreeze
This process reinforces new ways through reward and encouragement.
Lewin s force field analysis illustrates the forces that drive change and the restraining
forces which push change back and prevent or hinder it from occurring. Lewin
recommended weakening restraining forces as the popular strategy for managing change.
Ideal position Current state
Practical techniques to reduce resistance
ü Bringing conflict into the open
ü Top down commitment with clear vision of change
ü Supporting positive behaviour
ü Reward systems
ü Communication and education
Restraining Forces
Driving Forces
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Johnson and Scholes
Nature of change
Incremental Transformational
Tuning
e.g. fine tuning or
incremental change.
Planned
e.g. centralised, top-down,
rigid and systematic
approaches.
M
a
n
a
g
e
m
e
n
t
R
o
l
e
R
e
a
c
t
i
v
e
P
r
o
-
a
c
t
i
v
e
Adaptation
e.g. emergent.
Forced
e.g. when in crisis.
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Types of change
Planned contrasted to emergent approaches to change
Step change
Change that happens over a very short period of time and which makes a significant and
radical difference to the organisation. Step change is when the trend line of performance
makes a significant jump in direction, up or down, and stops being smooth. Step change
is different from incremental change, which occurs gradually over an extended period of
time.
Transformational change
Change that is radical, large scale changes to the strategy or operations of the
organisation. Often transformational change involves major restructuring, reorganisation
and/or cultural change necessary.
Incremental change
Change enforced gradually by management using a planned and consultative approach.
This approach to change management would be used when no major restructuring or
change of culture is necessary within the organisation.
Emergent
Approaches
Planned
Approaches
Management
Style
Bottom-up and
decentralised
Top-down and
centralised
Control of change
Informal, decentralised and
emergent
Tight control, rules and
procedures
Environment
Dynamic, chaotic and
uncertain environment.
Stable and
certain environment.
Change
Flexible
and adaptive
Slow
and inflexible
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Beer and Nohria
· Theory E (change based on economic value) e.g. hard and coercive approach to
change, shareholder value as the only legitimate concern.
· Theory O (change based on organisational capability) e.g. soft and consultative
approach to change, long-term need for the organisation to recognise the needs of
all stakeholders, not just shareholders.
Theory E Theory O
Contrasting Theory E and Theory O
Theory O Theory E
Management Style
Bottom-up
Participative/Democratic
Top-down
Autocratic
Objective
Develop organisational
capabilities
Maximise shareholder value
Control of change
Informal, decentralised
and emergent
Tight control, rules and
procedures
Change
Flexible
and adaptive
Slow
and inflexible
Reward
Commitment and
challenge
Financial
incentive
Employee central to
organisations success
Shareholder value
is main concern
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The learning organisation
According to Peter Senge, learning organisations are organisations that facilitate the
learning by all its members and continuously transforms itself in order to cope with
change. Rosabeth Moss Kanter, argued that segmentalist companies e.g. those which are
organised by functions, lack creativity and entrepreneurial spirit. She argued that more
integrative approaches would release more ideas from unconnected sources within the
organisation.
Organisational Development
Bennis defined OD as a response to change, a complex educational strategy intended to
change the beliefs, attitudes, values and structure of organisations so that they can better
adapt to new technologies, markets and challenges, and to the dizzying rate of change
itself.
OD specialists are third party consultants and used for when chronic change or major
transformation is needed or where severe problems in performance exist within the
organisation.
Often described as "change agents," OD consultants come from varied backgrounds with
experience and training in organisational development, organisation behaviour,
psychology, education, management or human resources. Many have advanced degrees
and most have experience in a variety of organisational settings.
Managing job reduction (or redundancy)
Redundancy occurs when the role that an employee performs no longer exists or is not
required. This is a sensitive issue, the loss of motivation and morale of the entire
workforce can be devastated when such news does occur not just those individuals
affected by it.
A process to manage job reduction
1. Identify what changes will be necessary
2. Clear vision of change communicated
3. Educate and communicate the reasons
4. Participation encouraged by staff to aid change
5. Plan and determine how change needs to occur
6. Review and feedback obtained
Ethical advice offered
· Compulsory redundancy should be last resort
· A sensitive matter so plan for it
· Management must act as honestly and fairly as possible
· Selection methods used on a fair basis e.g. last in first out
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A team is a group of individuals with complimentary skills and a commitment to a
common purpose. They normally share a common sense of purpose; identity and
social belonging and work interdependently toward a common goal often collectively
sharing reward.
A collection or group of individuals who share a sense of common identity and
contribute to the same common aim or purpose.
Advantages
ü Dynamic and creative
ü Flexible to change
ü Improves staff morale
ü Improves communication
ü Group norms unify members
Disadvantages
Inadequate leadership
Unclear goals or objectives
Personality clashes
Group norms create insular
barriers
Too many meetings to get
things done
Dual authority e.g. if a matrix
structure exists
Forming
Storming
Norming
Performing
Bruce
Tuckmans
stages of
team
development
An
inefficient
collection of
individuals
Open conflict,
a highly
defensive and
emotional
stage.
Team
conforming
to norms with
greater
efficiency.
Fully
integrated
team,
development
ceases.
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Charles Handys contingency approach to team effectiveness
A manager cannot in the short-term vary the givens e.g. team size, members, aims and
the challenges faced. Managers must use instead intervening factors to maximise the
output of a teamto achieve greater group productivity and satisfaction.
Examples of intervening factors
· A good leader
· Clear and structured reward systems
· Clear establish aims and objectives
· Common processes and procedures
· Promotion of openness and trust
· Time for a group to integrate
Givens
Members
Task
Environment
Outcomes
Productivity
Group satisfaction
Group
Motivation
Processes and
Procedures
Leadership
Style
INTERVENING FACTORS
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Strategic Performance
Measurement
Chapter
11
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Key summary of chapter
Control theory
Feedback control appraisal
· Feedback is any process where part of the output of a system is measured and
returned as input to regulate the systems further output.
Feed-forward control prevention rather than cure
· Feed-forward control would be a system that in a pre-emptive way, reacts to
changes in its environment, normally to maintain some kind of desired state.
Hopwoods three forms of control
1. Social controls e.g. group norms, staff culture and social interaction.
2. Administration control e.g. management exception reporting systems.
3. Self control.e.g. staff exerting self-control by modifying their own behavior.
Bureaucracy
An organisation bound by an elaborate set of rules and procedures to tightly control it.
Reward
Monetary reward is an example of extrinsic reward and considered as the most important
of all hygiene factors according to Frederick Hertzberg.
Types of financial incentive schemes
· Performance related pay (PRP) systems
· Bonuses
· Profit sharing schemes
Staff appraisal
The review and assessment of an employees performance with the potential for
improving effectiveness of performance through training and development.
The aims of an appraisal system
· Reward
· Performance
· Potential for development
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Examples of control in the workplace
· Job descriptions, grades and authority levels
· Span of control and scalar chain
· Organisational structure
· Standardisation of work procedures
· Rules and procedures
· Disciplinary procedures
· Reward
· Dress code
· Handbook
· Induction
· Training and development
· Recruitment and selection
· Contracts
· Staff appraisal
Classical school of management contrasted to human relations approach
Classical School
approach
Human Relations
approach
Theorists
Henry Fayol
Frederick Taylor
Max Weber
Elton Mayo
Abraham Maslow
Frederick Herzberg
History
Late 19
th
century
Early 20
th
century.
Management
Style
Autocratic,
lack of consultation.
Participative,
democratic.
Motivation
Extrinsic Reward
e.g. money.
Intrinsic Reward
e.g. job enrichment.
Management
Control
Carrot and
stick approach.
Contented cows
produce more milk.
Management
Focus
Task planning
and design
Human welfare and
psychology.
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Burns and Stalker
Characteristics of organic verses mechanistic organisations
Organic Mechanistic
Management Style
Participative and
democratic
Autocratic and
lack of consultation
Control Informal and decentralised
Formal and
centralised
Communication
Lateral
(all direction)
Vertical
(up and down)
Change
Flexible and
adaptive
Inflexible and
slow to change
Structure
Flat chain of command e.g.
Matrix/Team/
entrepreneurial
Tall chain of
command and clearly
defined roles
Environment Dynamic/Uncertain Stable/Certain
Outcome Creative Efficient
The concept of clan/cultural control
Hofstedes dimensions of national culture
· Power distance. Extent to which people accept inequality of power.
· Uncertainty avoidance. Tolerance towards uncertainty or ambiguity.
· Individualism /collectivism. Collectivism strong affiliation towards one
another e.g. strong and cohesive groups. Individualism, individuals are
expected to take care of themselves e.g. a strong need for individual success.
· Masculinity/femininity. Men's masculine values e.g. very assertive and
competitive, are relatively different from women's feminine values e.g.
modest and caring. Masculinity is a culture with a strong need for achievement,
assertiveness and materiality. Femininity is a culture where relationships,
modesty and quality of life are considered more important.
· Long-Term Orientation. Long Term Orientation e.g. perseverance, verses
Short Term Orientation e.g. protection of reputation and traditions.
The 5 dimensions of culture can help management determine
· Leadership style
· Motivation incentives
· Organisational structure
· The degree of rules and procedures
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Controlling subsidiaries
· Mission statement, goals and objectives.
· Performance measurement systems
· Systems for strategic planning and control
· Management appraisal process.
· Reward
· Culture
Goold and Campbell
Goold and Campbell identified three styles of strategic management
· Strategic planning Senior management work closely with individual business unit
managers to develop strategies for their business units.
· Strategic control Senior management decentralise the development of strategic
plans to business unit managers.
· Financial control Control of strategy through a budget (financial) process e.g.
financial controls and profit targets which business units are required to adhere to.
The divisional structure
A division is a distinct business set up within a larger company to ensure a certain product
or market is handled and promoted as though it were a separate business.
Advantages
ü Quicker decision making
ü Focus on product and market
performance
ü Ring fencing of financial results
ü More empowerment
ü Good training ground for managers.
ü Frees up senior management time
Disadvantages
High cost of head office
Duplication of functions (or
departments)
Reluctance to delegate by senior
management
Lack of goal congruence
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The functions of a performance measurement system
· Publicise and communicate direction
· Control the organisation.
· Plan and allocate resources
Neelys 4Cs in performance measurement (1998)
1. Check position
2. Communicate position
3. Confirm priorities
4. Compel progress
Recommended process to develop a performance measurement system
1. Senior management a clear vision of change
2. Benchmark with other organisations
3. Participation by staff throughout the process
4. Targets/criteria should be set after consultation
5. Reward systems should be modified
6. Introduction of new appraisal procedures.
7. Training for managers and staff
8. Review and monitor the new system
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Evaluating the performance of divisions
The controllability principle
The controllability principle is concerned with assessing performance based upon
measures that can be controlled only by a manager and omitting any items which are
uncontrollable.
Profit based methods for evaluating the performance of divisions
Operating profit (net profit) margin
= Profit before interest and tax (PBIT) x 100%
Turnover
Gross profit (sales) margin
= Turnover less cost of sales (gross profit) x 100%
Turnover
Generally the gross profit or sales margin can also be referred to as the contribution to
sales (C/S) ratio e.g. gross profit (sales less variable cost) ÷sales.
Mark up
= Turnover less cost of sales (gross profit) x 100%
Cost of sales
Return on capital employed (ROCE)
= Profit before interest and tax (PBIT) x 100%
Capital employed
ROCE is also referred to as return on investment (ROI) and return on net assets (RONA).
ROCE measures profitability and shows how well the business is utilising its capital to
generate profits.
.
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Residual income (RI)
Residual income is the profit earned by a division less a notional interest charge for the
investment of finance within it.
£
Profit before interest and tax (PBIT) X
Capital employed x head office % interest charge (X)
Residual income X
Residual income uses the same profit before interest and tax and capital employed value
as the ROCE measure. Residual income is an absolute measure that deducts from profit
before interest and tax, an imputed notional interest charge using a cost of capital or
return required.
Economic value added (EVA)
Economic value added was developed by Stern Stewart & Co and is a registered
trademark. EVA is an estimate of economic profit, measured as Net Operating Profit
after Taxes (or NOPAT) less the money cost of capital. MVA and EVA are strongly
correlated.
The economic value created by a division in a given period of time
EVA =
Net cash operating profit after tax
( adjusted for accounting distortions e.g. add back depreciation)
less
Economic depreciation (based on market value or replacement cost of assets)
less
Amortised R&D, advertising, marketing, goodwill, brand or new product development cost
less
(adjusted capital employed x cost of capital)
Contrasting ROI, RI and EVA
ROI RI EVA
All measures support goal congruence for profit maximisation
Accounting based measures Cash based measure
Historical accounting for non-current assets Use of replacement cost
Long-term expenditure
written off in the same financial period
Capitalises long-term
expenditure and amortises
Relative measure Absolute measures
No finance charge Finance charge recognised
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Alfred Rappaports definition of shareholder wealth (value)
Shareholder value =corporate (business) value Debt
Total shareholder return (TSR)
TSR = Dividend per share +Growth in share price x 100%
Market share price at the start of the period
The increase in the share price plus the value of any dividends paid or proposed.
Market value added (MVA)
MVA is an external measure of shareholder wealth, measured by taking the rise in the
market capitalisation during a period less the increase in capital invested during a period
by investors. If MVA is positive, then the firm has added shareholder value. MVA and
EVA are strongly correlated.
Value based management
Value based management may often be referred to as shareholder value analysis (SVA).
Value based management (VBM) is an approach which focuses on strategies and actions
to create more value for shareholders. Value being measured by share price (market
capitalisation), dividends and other principles such as RI or EVA.
Alfred Rappaport developed seven value drivers
1. Sales growth
2. Operating profit margin
3. Cash income tax rate
4. Incremental fixed capital investment rate
5. Investment in working capital rate
6. Planning period
7. Cost of capital
Managing VBM
· Strategic selection of projects which create high shareholder wealth.
· Resource allocation and funding should have a recognised opportunity cost.
· Performance targets clearly communicated.
· Reward linked and correlated to performance targets.
· Change management to facilitate implementation.
· Review of VBM system for continuous improvement.
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Multidimensional performance measurement
The balanced scorecard developed by Kaplan and Norton
The four perspectives of the balanced scorecard
· Customer perspective e.g. what must we do right for our customers?
· Internal perspective e.g. what must we excel at internally?
· Innovation and learning perspective e.g. how can we innovate?
· Financial perspective e.g. how do we satisfy shareholders?
Advantages
ü Long-term view of performance
ü Non-financial as well as financial
measures considered
ü Performance measures can be
tailor made
ü Monitor and control operations
ü Communicate and publicise goals
to all stakeholders
ü Link to remuneration of
management and staff
Disadvantages
Historical performance no guide to
the future
Manipulation performance measures
Costly bespoke information
systems support BSC
Conflict or trade off between BSC
perspectives
Too many performance measures can
distort the benefits
A process to implement balanced scorecard (BSC)
1. A clear vision BSC communicated
2. Demonstration that senior management are committed to the idea
3. Education given to all managers and staff
4. Consultative meetings and presentations
5. Participation encouraged by all staff and management
6. Plan and determine how change needs to occur
7. Implement change
8. Reward and staff appraisal systems modified
9. Review and feedback obtained
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The value for money (VFM) framework (the 3Es)
· Economy (Cheap)
· Efficiency (Quick)
· Effectiveness (Good)
The 6-dimensional performance matrix
Developed by Fitzgerald (1991)
Results
· Competitiveness
· Financial performance
Determinants
· Quality of service
· Flexibility
· Resource utilisation
· Innovation
The performance pyramid
Developed by McNair et al (1990).
Corporate
Vision
Market Financial
Customer Flexibility Productivity
Quality Delivery Cycle Time Waste
Operations
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Financial (ratio) analysis
The objective of financial statements is to provide information to all users of accounts to
help them for decision-making. Note that most users will only have access to published
financial statements.
The use of ratios
· To compare results over a period of time
· To measure performance against other organisations
· To compare results with a target
· To compare against industry averages
Limitations of ratio analysis
A ratio on its own is meaningless, accounting ratios must always be interpreted in
relation to other information. Ratios based on historic cost accounts do not give a true
picture of trends, because of the effects of inflation and different accounting policies.
Investors ratios particularly have a disadvantage, because investment means looking into
the future and the past may not always be indicative of the future. Comparing the
financial statements of similar businesses can also be misleading.
Ratios can be grouped into 3 main areas
1 Performance (profitability) how well has the business done
Return on capital employed
(ROCE)
Profit before interest & tax (PBIT) x 100%
Capital employed (CE)
Operating profit margin
PBIT x 100%
Turnover
Asset turnover
Turnover (number of times)
Total assets
Return on equity (ROE)
Profit after tax, interest & pref share divis x 100%
Shareholder funds (equity)
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2 Position (liquidity) short term standing of the business
Current ratio
Current assets__ (number of times)
Current liabilities
Quick ratio
Current assets inventory (number of times)
Current liabilities
Gearing - equity
Debt capital x 100%
Equity (shareholders funds)
Gearing total
Debt capital________ x 100%
Debt +equity (total capital)
Interest cover
Profit before interest & tax (PBIT) (no of times)
Interest paid
Trade payable days
Trade payables______ x 365 days
Cost of sales (or purchases)
Inventory days
Inventory_ x 365 days
Cost of sales
Trade receivable days
Trade receivable x 365 days
Sales
Working capital cycle
Trade receivable days
+inventory days
trade payable days
=working capital cycle (days)
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3 Potential (investor) what investors are looking at
Earnings per share (EPS)
Profit after tax__
Number of shares
P/E ratio
Share price___
Earnings per share
Dividend yield
Dividend per share x 100%
Share price
Dividend cover
Earnings per share
Dividend per share
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Transfer Pricing
A transfer price is a price charged for goods or services provided internally between
divisions or departments in the same group or company.
The common aims of transfer pricing systems
· Motivate mangers
· Fair performance evaluation
· Promote autonomy
· Goal congruence
· To ensure optimal allocation of resources
Change transfer price Selling Division Buying Division The Group
Increase transfer price Profit increases Profit Decreases No change
Decrease transfer price Profit decreases Profit Increases No change
International aspects to transfer pricing
· Exchange rates
· Import tariffs or quotas
· Taxation
· Worldwide prices and quality
· Other international legislation
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Methods of transfer pricing
Cost based approaches
The pricing of products or services are based on their full or variable (marginal)
production cost per unit.
Two-part tariff (two part charging) system
With a two-part tariff system the buyer is charged:
· A transfer price equal to the seller s variable (marginal) cost
· A fixed charge per period by the seller irrespective of the amount of units sold
Market based approaches
When the external market price is used as a transfer price, a seller will always be
encouraged to sell because they would be indifferent between their charging policy for
internal or external customers.
Dual pricing (or two prices)
Dual transfer pricing means setting one transfer price for the internal seller and another
transfer price for the internal buyer.
· Internal seller The transfer price received set at the external market price.
· Internal buyer The transfer price paid set at the sellers variable (marginal) cost.
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Opportunity cost pricing
Opportunity cost pricing is considered the most mathematically correct way of viewing
transfer pricing. The reason is that it looks at transfer pricing issues from a group not
divisional perspective and therefore promotes goal congruence.
Minimum price for a seller
Maximum price for a buyer
So long as a maximum and minimum price range can be established it indicates that
internal trade should take place, any transfer price set between the range will motivate
both the internal seller and buyer to do so.
Maximum
Price
The lower of?
The external
market price
for the internal
product or service.
The net
realisable value
of the buyers
final product.
Full capacity Spare capacity
Marginal
Cost
Market
Price
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Numerical Skills for
Strategic Evaluation
Chapter
12
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Key summary of chapter
Investment appraisal techniques
· Payback
· Accounting rate of return (ARR)
· Net present value (NPV)
· Internal rate of return (IRR)
Sensitivity analysis
Sensitivity measures the percentage change in a key input e.g. cash inflow or outflow
needed, to make a project break even, in other words to have a project with a zero NPV.
Sensitivity = NPV of project ÷ PV of cash inflow or outflow
Expected values
Expected values calculate an average return or an average financial calculation of some
kind by the assignment of probabilities to the different returns possible. By doing so it
recognises risk, something that may or may not occur.
Limitations of expected values
Expected values are no use for one off decisions
Expected values calculate an average return not an outcome
Expected values rely heavily on probability estimates
Comparing projects of different time periods
The profitability index
A relative measure for a project of the NPV per £ invested.
Profitability index = Present value of cash inflows = decimal
Present value of cash outflows
Equivalent annual value (EAV)
The EAV is a yearly equivalent undiscounted cash-flow (assumed as an annual constant)
calculated using an annuity factor for the life of the project.
EAV (using the annuity approach) = NPV of project
Annuity for the life of the project
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Real Options as a tool for strategic analysis
Note: Complex numerical questions will not be set.
The technique of real options can be used when projects face a high degree of
uncertainty. Real options analysis (ROA) applies put and call option valuation
techniques to capital budgeting decisions, it is an extension of theory derived from the
Black-Scholes model for valuing options, which won the 1997 Nobel prize for
economics.
When applied to investment appraisal, ROA calculates mathematically real options for
such decisions as to contract, abandon, continue, expand or extend the project, it could
also include the decision to switch and divert resources away to other alternative projects
e.g. opportunity cost. ROA is useful for NPV projects because it forces decision makers
to be explicit about the assumptions underlying their projections, it is also increasingly
being applied as a tool for business strategy formulation.
Process by McKinsey & Company
1. Calculate NPV of the project without flexibility.
2. Use scenario planning to identify different parallel universes that may occur.
3. Identify different options that could be exercised over the life of the project.
4. Apply approaches similar to the Black-Scholes model for valuing each option,
Capital rationing
· Soft capital rationing internal or political reasons why funds capped.
· Hard capital rationing external or real reasons why funds are capped.
· Divisible projects can invest in parts of projects.
· Non-divisible projects can only invest in all or none of the projects.
The process of investment decision making
The basic stages are:
· Spend forecast
· Projects identified
· Financially evaluate projects
· Consider qualitative factors
· Best options are chosen and approved
· Monitor and control project
· Deal with risk
· Post completion audit
doc_292387029.pdf
Top-down (centralised) and less formalised approach to strategic planning.
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CIMA
Strategic Level Paper E3
ENTERPRISE STRATEGY
(REVISION SUMMARIES)
Chapter Topic Page
Number
1 Strategic Management 3
2 Mission, Objectives and Stakeholders 11
3 Environmental Analysis 15
4 The Position Audit and Corporate Appraisal 19
5 Strategic options 25
6 Marketing 33
7 Information Strategy 45
8 Corporate Social Responsibility and Ethics 61
9 Organisations 67
10 Change Management 73
11 Strategic Performance Measurement 85
12 Numerical skills for strategic evaluation 103
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Strategic Management
Chapter
1
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Key summary of chapter
What is strategy?
Strategy
A course of action, including the specification of resources
required, to achieve a specific objective.
CIMA: Official Terminology
Levels of strategy - Johnson and Scholes
Arguments in favour of a strategic approach
ü Strategy helps minimise risk
ü Avoids short-term behaviour
ü Improves stakeholder perceptions
ü Encourages environmental analysis e.g. critical to react to change
ü Evidence indicates performance can be improved using strategic approaches
ü Integration and coordination of activities and processes
Arguments against a strategic approach
Difficult to plan when environment changing, uncertain or complex
Encourages conformity stifling innovation e.g. the corporate straightjacket
Infrequently reviewed e.g. chosen long-term strategy may not keep pace with
change
Implementation often managed poorly
Rational planning a complex methodology and costly for small businesses
Functional Strategy
(Who)
Business Strategy
(How)
Corporate strategy
(Where)
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Comparing and contrasting approaches to strategic formulation
The Rational
Planning process
Incremental
approaches
Freewheeling
Opportunism
Emergent
strategies
Top-down and
centralised
Top-down and
centralised
Top-down and
centralised
Bottom-up and
decentralised
Time horizon
2-10 years
Time horizon 6
months to 2 years
Time horizon
day to day basis
Time horizon
indefinite
Formal
planning
Less formal
planning
Informal
planning
Informal
planning
Complex and
costly
Less complex
and costly
Less complex
and costly
More complex
and less costly
Stable and
certain
environment.
Dynamic and
uncertain
environment.
Dynamic and
uncertain
environment.
Dynamic and
uncertain
environment.
Inflexible. Flexible. Flexible. Flexible.
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The rational planning process
Top-down (centralised) and formalised approach to strategic planning. Originated
from the USA e.g. the planning horizon for the organisation could be over 2-10 years.
Advantages
ü For transformational or
radical change
ü Copes with the uncertain
future by providing long-
term plans
ü Helps integrate and
coordinate complex
organisations
Disadvantages
Rational planning can be too
rigid and bureaucratic e.g. no use
for the small business
Rational planning can stifle
innovation e.g. locked into plans
No use for dynamic or uncertain
environments e.g. plans quickly
become out of date
The rational planning process
MISSION &
OBJECTIVES
ENVIRONMENTAL
ANALYSIS
POSITION
AUDIT
CORPORATE
APPRAISAL
OPTION
GENERATION
EVALUATION
& CHOICE
IMPLEMENTATION
REVIEW & CONTROL
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Incremental planning approaches (logical incrementalism)
Top-down (centralised) and less formalised approach to strategic planning. Smaller,
gradual and more incremental adjustments to strategic plans e.g. every 6 months up to 2
years maximum.
Advantages
ü Less complex and long winded
ü Better for uncertainty or rapidly
changing environments
ü More frequent gradual
adjustment e.g. easier to control
and manage
ü Greater frequency of planning
to adjust plans to environmental
change
Disadvantages
Too reactive, muddling through
Not suitable for transformational or
radical change
Lack of long-term direction e.g.
strategic drift may occur
The entrepreneurial model (or freewheeling opportunism)
Henry Mintzberg referred to freewheeling opportunism as an opportunistic strategy,
dominated by the search for new opportunities, with bold and often high risk decisions that
need to be made by the entrepreneur him or herself.
Freewheeling opportunism is a top-down (centralised), informal and short-term approach
to strategic planning.
Advantages
ü Focus on exploiting product and
market opportunities e.g. never
miss a good opportunity
ü Less time consuming and
complicated
ü Greater frequency of planning to
adjust plans to environmental
change
ü Better for uncertainty or rapidly
changing environments
Disadvantages
Organisation too reactive, muddling
through
Not suitable for transformational or
radical change
Lack of long-term direction.
Relies heavily of the judgement and
experience of the founder e.g. one
single individual
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Emergent strategies
Henry Minzberg, described emergent strategies as patterns or consistencies realised
despite or in the absence of conscious intention by senior management .
Strategy emerges and is unanticipated.
Informal and bottom-up (decentralised approach) allowing strategic courses of action to
be developed from both tactical and operational levels within the organisation.
Advantages
ü Quicker change or repositioning for
the organisation e.g. lower strategic
levels closer to the customer
ü Tactical and operational levels an
extensive source of innovative ideas
ü Greater motivation to other strategic
levels
ü Supports culture of flexibility,
learning and enterprise
Disadvantages
Chaotic organisation that lacks
control over planning
Lack of long-term direction.
Organisation too reactive,
muddling through
Requires entrepreneurial skills
from staff which may not exist
Comparing and contrasting RBV to the Positioning Approach
Resource Based View (RBV) Positioning View (PA)
Similarities
· Both ideas stem from the rational planning process.
· Both can use centralised (rational planning) or decentralised (emergent)
approaches.
· Both aim to achieve competitive advantage e.g. ways to compete with rivals.
Differences
· Resource based approach
· Inside out e.g. key internal
resources for achieving success.
· Organisation focuses on what it
does best e.g. stick to knitting .
· Emphasis on internal appraisal
e.g. unique assets or core
competences.
· Higher cost and time to exploit
but long-term advantage.
· Market based approach
· Outside in e.g. best external
opportunities to exploit.
· Organisation focuses on diversity
and innovation.
· Emphasis on external
environment e.g. competition and
customers
· Less costly to exploit but short-
term advantage gained.
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Two contrasting leadership styles generally exist, democratic and autocratic.
Democratic is based on democracy and social equality.
Autocratic a bossy way and often aggressive and dominating.
Huneryager and
Heckman
Dictatorial
Autocratic
Democratic
Laissez faire
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Mission, Objectives
and Stakeholders
Chapter
2
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Key summary of chapter
Stakeholders are those organisations or people that have an interest in the organisation,
these interests varied and for many reasons. They can be a source of potential conflict for
the successful accomplishment of an organisations strategy.
Mendelows stakeholder mapping model
Mendelows matrix is a way of prioritising stakeholders by subjective mapping of them,
in order to understand and resolve any issues or conflicts that may exist. This model
prioritises by mapping which stakeholders should more likely considered and therefore
satisfied by the organisation.
· Power e.g. bargaining power, right or ability to exert influence over the
organisations strategic aims and the general way it conducts itself.
· Interest e.g. interest in the activities or conduct of the organisation for varied
reasons.
Interest in the organisation
Low High
Minimal Effort
(priority four)
Keep Informed
(priority three)
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(priority two)
Key players
(priority one)
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Mission statements
Every organisation should have a mission, purpose or reason for being. This can be
embedded within a mission statement. A mission statement describes in writing the basic
purpose of an organisation and what it is trying to accomplish. A mission statement is a
brief description of an organisations fundamental purpose.
Goals and objectives
Goals
What the organisation plans or intends to achieve. Normally converted to objectives
which measurability and timescale. Long-term and sufficient to satisfy the mission
statement.
Critical success factors (CSFs)
Key organisational goals that if achieved will make the organisation more successful.
Objectives
A measurable goal with a clearly defined timescale to achieve it.
Objectives should SMART (specific, measurable, agreed, realistic and time bound.
Key performance indicators KPIs (performance measures)
Objectives which have measurability and time scale.
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Environmental Analysis
Chapter
3
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Key summary of chapter
Environmental (external) analysis
A study which considers potential environmental effects during the planning phase before
an investment is made or an operation started (CIMA)
Environmental analysis tools
· PEST or SLEPT (social, legal, economic, political and technological).
· Porter s 5-forces (threat of new entrants, competitive rivalry, substitutes,
bargaining power of suppliers and bargaining power of customers).
· Porters Diamond (favourable factor conditions, demand conditions, related and
supporting industry and firm strategy, structure and rivalry).
· Competitor analysis. A systematic comparison of the organisation to competition
within the same industry.
Using environmental models such as SLEPT analysis or Porter s five forces can give a
diverse range of environmental information for an organisation. These models can be
used to describe both the nature and source of information when conducting
environmental analysis. The source of information is where the information can be found
or where it originates from e.g. media, customers, websites or companies house. The
nature of the information means to describe the information itself.
Game theory
A branch of applied mathematics that can be used in social sciences, in particular it can
be applied to the theory of competition in terms of gains and losses amongst opposing
rivals. A mathematical framework is used for analysing different choices that rational
players can make, when their pay-off depends on the combination of their choices, as
well as all other players choices.
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Country risk
The financial or other risks of changes in the business environment of a country
e.g. changes in the political, ethical, legal, market or economic environment. Such
examples include introduction of trade barriers, regulatory changes to employment or
competition law, or outbreak of war.
Country risk can also be referred to as political risk, however country risk is a more
general term, for the diversity of environmental factors that can influence an organisation
other than those which are just political.
Tools for analysing country risk
· PEST or SLEPT (social, legal, economic, political and technological).
· Porters 5-forces (threat of new entrants, competitive rivalry, substitutes,
bargaining power of suppliers and bargaining power of customers).
· Porters Diamond (favourable factor conditions, demand conditions, related and
supporting industry and firm strategy, structure and rivalry).
Political risk
Political risk is the risk that political or government action will effect the position and
value of an organisation. The financial or other risk that a nations government changes its
policies and procedures e.g. potential loss arising from a change in government policy
regarding trade barriers such as foreign exchange controls, tariffs or import quotas.
Examples of political risk within Countries
· Outbreak of national war, civil war, unrest or riot.
· Nationalisation of industries
· Enforcement of international trade barriers
· New regulations or legislation introduced
· Restrictions on dividends or expropriation of assets out of a country.
· Political instability
Ways an organisation can influence a government
· Political donations
· Employment of lobbyists
· Appointment of civil servants or politicians as internal directors
· Attendance at annual conferences or political meetings
· Good relations with government upheld
· Advertising or promotion to influence legislation change or sway public opinion
· Unite with pressure groups that have common aims to the organisation
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The Position Audit and
Corporate Appraisal
Chapter
4
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Key summary of chapter
Position audit
A position audit is a systematic assessment of the current strengths and weaknesses
of an organisation and is a prerequisite for strategic planning and implementation.
· Resources
· Products, brands and markets
· Operating systems
· Internal organisation
· Current Results
· Returns to equity and debt holders
The 9Ms resource audit
Ø Men and women
Ø Management
Ø Money
Ø Make-up
Ø Machinery
Ø Methods
Ø Markets
Ø Material
Ø Management information
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Value chain analysis
A value chain is the sequence of business activities by which, in the perspective of the end
user, value is added to the products or services produced by an organisation (CIMA).
The value shop is an alternative representation of value chain analysis and can be used more
applicably for the professional firm or service organisation. Rather than just creating value
by producing output from an input of raw materials in a uniform or standard way each client
problem maybe unique, value is created by mobilising resources and deploying them for to
solve specific problems. Within a service organisation the value creation process may deal
with unique situations and the links between the primary activities may not be so visible.
Stabell and Fjeldstad (1998), five generic activities (primary activities) carried out by a
value shop
1. Problem finding and acquisition
2. Problem solving
3. Choice of problem solution
4. Execution of solution
5. Control and evaluation
Infrastructure
HRM
Technology
Procurement
Inbound
Logistics
Operations
Outbound
Logistics
Marketing
&
Sales
After
Sales
Service
Primary activities
Margin
Margin
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Benchmarking
A continuous, systematic process for evaluating the products, services and work
processes of an organisation that are recognised as representing best practice, for the
purpose of organisational improvement.
(Michael Spendolini)
Types of benchmarking
· Internal
· Best practice or functional
· Competitive
· Strategic
The process
· Selecting what you want to benchmark
· Consider benefits against the cost of doing it
· Assign responsibilities to a team
· Identify potential partners/known leaders
· Breakdown processes to complete
· Test and measure e.g. observation, experimentation or investigation/interview
· Gather information
· Gap analysis
· Implement changes/programmes/communicate
· Monitor and control
· Repeat regularly
Business process re-engineering (BPR)
Hammer & Champy (1993) defined the process of reengineering as "the fundamental
rethinking and radical redesign of business processes to achieve dramatic improvements in
critical, contemporary measures of performance, such as cost, quality, service and speed."
The stages in a BPR exercise
1. Identify processes to be re-engineered
2. Understand, break down and analyse the process
3. Identify change levers
4. Rationalise or eliminate process
5. Redesign process to operate in the most cost effective and efficient way
6. Reassemble, implement and manage change
7. Monitor and review
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Gap analysis
Gap analysis is a long range and quantifiable planning technique
· Where the organisation is now
· Where the organisation will be
· Where the organisation wants to be
Process of gap analysis
1. Set long-term strategic objectives
2. Forecast likely performance given its current state of affairs
3. Current forecasts are frequently updated
4. Periodically compare revised performance to target performance and
identify measurable gaps.
5. Further strategic development required when a gap exists
Time
Performance
Measure
Revised forecast
Strategic target
Current forecast
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Scenario planning
A strategic planning method for the preparation of flexible long-term plans. Scenario
planning involves testing business strategies against alternative futures in an attempt to
build plausible views, when operating in conditions of high uncertainty.
Process developed by Schoemaker
1. Develop scenarios e.g. examine environment, key trends and uncertainties.
2. Develop strategies to match each scenario.
3. Identify core competences that are required for each scenario.
4. Use of strategies developed if key trends and uncertainties turn out to be true.
The concept of foresight
Foresight has been described as the art and science of anticipating the future and planning
prudently for it.
· Think tanks
· The Delphi model
· Scenario planning
· Brainstorming
· Visioning
· Morphological analysis
Corporate appraisal (SWOT analysis)
A corporate appraisal is a critical assessment of the strengths and weaknesses,
opportunities and threats (SWOT analysis) in relation to the internal and environmental
factors affecting an entity in order to establish its condition prior to the preparation of the
long-term plan. (CIMA)
· Strengths and weaknesses are normally internal (within the organization)
· Opportunities and threats are normally external (outside the organisation)
The TOWS approach
· SO Strategies e.g. match core competences or Strengths to Opportunities
· ST Strategies e.g. use Strengths to avoid Threats
· WO strategies e.g. take advantage of Opportunities by addressing Weaknesses
· WT strategies e.g. minimiseWeaknesses and avoid Threats
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Strategic Options
Chapter
5
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Key summary of chapter
Michael Porters competitive generic strategies
Competitive advantage
Low cost Differentiation
Cost Leadership
Offering a product or service at
the lowest price due to having
the lowest cost per unit in the
industry.
Differentiation
Offering a product or service with
certain characteristics or features
that are unique and distinct
relative to the competition.
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Cost Focus
Market segmentation and cost
leadership strategy pursued.
Differentiation Focus
Market segmentation and
differentiation strategy pursued.
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The Ansoff matrix
Existing
Market
New
Market
Market Product
Penetration Development
Market Diversification
Development
Existing Product New Product
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Types of integration (merger or acquisition)
Related diversification
· Horizontal integration
· Backwards vertical integration
· Forwards vertical integration
Unrelated diversification
· Lateral integration or conglomerate diversification
Strategic options
· Internal development or organic growth
· Acquisition (takeover) or merger
· Joint venture
· Strategic alliance
· Franchise (licensing)
· Sales agents
· Manufacturing overseas
· Exporting
· Outsourcing
· Turnkey operations
· Do nothing
· Withdraw
· Consolidate
Divestment
· Liquidate assets
· Sell off products or brands as a going concern
· Management buy out (MBO)
· Management buy in (MBI)
· Demerger (sale)
· Rationalisation
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Business process outsourcing (BPO)
A form of outsourcing, the contracting of operations and responsibilities of a specific
business function (process) to a third-party service provider. Commonly referred to as
back office outsourcing because it involves the outsourcing of internal business functions
e.g. finance, human resource management, legal, information technology, even the
offshore outsourcing of call centers by companies today.
Benefits of BPO
ü Economies of scale
ü Reduces the complexity of internal management
ü Management can focus on its core competencies
ü Greater flexibility of using the outsourcer
ü Increase speed, improve efficiency and cut cost
Limitations of BPO
Loss of strategic control
Organisation more vulnerable due to over reliance
Loss of competitive advantage
Internal redundancy
Risk to the security of information
Failure of outsourcer to meet service levels
Offshore outsourcing
Offshore outsourcing is BPO contracted outside the company's country. Examples from the
UK and US, have included overseas development of information technology e.g.
programming or software development, customer call centers, processing insurance claims,
and even research and development. In either case the process is performed in another
country to where the product or service is actually developed or manufactured.
Offshoring is a similar term used when a process is performed in another country, but
instead of a third party used, the process is provided by a foreign subsidiary.
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Supply chain management
Strategies to achieve greater integration of the supply chain from raw material to the
ultimate final sale and disposal of a finished product or service. Effective supply chain
management can be crucial for an organisation to gain competitive advantage e.g. higher
quality, lower cost, quicker delivery etc. A supply chain is an example of a supply
network, raw materials, components, finished goods and services, are procured as a
product passes through a chain of processes that supply one another and at each stage
adds value to the customer in some way.
Strategic supply chain management
The strategic supply wheel illustrated by Cousin s
· Portfolio of relationships e.g. high collaboration with suppliers
· Skills and competences e g. develop skills internally
· Strategic performance measures e.g. monitor and control supply chain
· Cost-benefit analysis e.g. over strategic approaches
· Organisational structure e.g. support effective supply chain management
Supplier sourcing strategies
· Single sourcing e.g. source from one supplier only.
· Multiple sourcing e.g. source service from many suppliers simultaneously.
· Delegated sourcing e.g. purchasing decisions are outsourced.
· Parallel sourcing e.g. a combination of two or more of the above.
The three elements of supply chain management
· Responsiveness
· Reliability
· Relationships
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IT to facilitate greater integration of supply chain
· Bar coding
· Electronic tagging
· Materials Requirement Planning (MRP I)
· Route masters
· Electronic Data Interchange (EDI)
· Extranet e.g. internet based EDI.
· Computer Aided Design (CAD)
· Electronic Funds Transfer (EFT) systems.
Business strategies to facilitate greater integration of supply chain
· Vertical integration
· Strategic alliances or joint ventures
Evaluating strategic options
The SFA (or FSA) criteria
· Suitability e.g. SWOT analyses and mission statement.
· Feasibility e.g. skills, core competences, finance and resources to achieve option
· Acceptability e.g. level of risk and financial return acceptable to stakeholders
RACES
· Resources
· Acceptably
· Coherence
· Effectiveness
· Sustainability
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Marketing
Chapter
6
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Key summary of chapter
The marketing concept
Marketing
The management process responsible for identifying anticipating and satisfying customer
requirements profitably.
Chartered Institute of Marketing (CIM)
The marketing mix (4 Ps)
A set of controllable variables an organisation has to influence a customers purchase
decision for a good or service.
Product
The package of benefits including guarantees, warranties and after sales service.
Price
The pricing element includes price promotions, discounts, and periods of credit, interest
free credit and payment terms.
Promotion
The promotional mix or promotional plan is comprised of four subcategories: advertising,
personal (or direct) selling, sales promotion and public relations.
Place
Place is where the product can be purchased from e.g. distribution channels.
People
Often referred to as the 5
th
P in the marketing mix, because staffs are the essential human
asset to support the marketing concept.
Process
How the service is delivered or how the sale of the good is managed.
Physical evidence
The tangible evidence that exists and that can be identified to the organisation.
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Market research
A systematic investigation of markets and accumulation of relevant data
A process for market research
1. Problem recognition
2. Define scope of data and information needs
3. Collect data and information e.g. sampling, surveys, observation, interview etc
4. Analyse and understand information e.g. databases, summarise trends and
results
5. Report and conclude for new marketing strategies
Sales forecasting methods
Market forecasting methods for estimating current demand
· Total market or industry potential
· Area market potential
· Market share
· Relative market share (RMS)
Market forecasting methods for estimating future demand
· Survey or sample of buyers intentions
· Composite of sales force opinions
· Expert opinions
· Past-sales analysis
· Market test methods
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Relationship marketing
Relationship marketing is about devoting marketing resources to the maintenance of the
existing customer base, as well as trying to attract new customers. Customer loyalty and
retention has become critical to the long-term survival of organisations, relationship
marketing aims to build excellent relationships with customers in order to retain their
loyalty.
Paynes 6 markets model for relationship management
Payne advocated that an organisation has six markets not just the customer market when
it comes to relationship marketing.
1. Customer market
2. Referral market
3. Supplier market.
4. Recruitment market
5. Influence market
6. Internal market
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Market Segmentation
The grouping of customers, with each sub-group or segment of customer having a
common need, want or value. Each sub-group or segment will be affected by
different targeting strategies; they would behave differently and respond differently
to different tailored marketing mixes.
Advantages of market segmentation
ü Match closer the features of a product to customer groups.
ü Higher customer satisfaction or delight
ü Brand loyalty and customer retention.
ü More efficient use of marketing resources
Guidance for effective market segmentation (Kotler)
· Substantial e.g. segment sizeable enough to be profitable
· Accessible e.g. segment can be efficiently and effectively reached
· Measurable e.g. segment can be measured
· Actionable e.g. effective strategies are available to attract segment
· Differentiable e.g. the segment behaves and responds differently
Reasons not to engage in market segmentation
· The number of customers not big enough to earn a profit.
· Effective promotion mediums do not exist to create awareness economically.
· The size or strength of competition that already exists.
· Segment too subjective, complex and therefore difficult to measure.
· The firm lacks the core competences to compete.
· The market segment identified has no long-term future.
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The strategic marketing process
The primary goal of any marketing strategy is to satisfy the strategic goals of the
organisation e.g. competitive strategy must support the corporate strategy, mission and
goals.
1. The mission statement and corporate objectives reviewed
2. Conduct a marketing audit
· Review strategy and objectives of the organisation
· Audit external marketing environment e.g. PEST or SLEPT analysis
· Market analysis and segmentation for different customer needs and values
· Competitive benchmarking of marketing mix practices
3. Evaluation and reporting of all market research and intelligence
4. Determine and evaluate competitive strategies
5. Detailed action plan created
6. Review and obtain feedback periodically
7. Regularly undertake marketing audit
The marketing environment
Environmental analysis is a process strongly linked to the creation of the marketing
strategic plan for an organisation. Models such as PEST or SLEPT analysis and other
derivatives of these e.g. PESTLE or SLEEPT or STEEPLE can be used for analysing the
general or industry environment.
· S societal factors
· L legal factors
· E economic factors
· P political factors
· T technological factors
Two extra Es could include ethical and ecological factors. Other considerations to the
above for a more comprehensive study of the environment would include a full analysis of
customers, competition and markets.
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Product positioning
Competitive positioning is about the organisation's role in the competitive market place.
· Undifferentiated (or homogenous) positioning is the targeting of an entire market
with a single marketing mix.
· Differentiated targeting is the targeting of different market segments and a specific
marketing mix for each segment.
· Concentrated positioning is the targeting of a single market segment only with a
single marketing mix e.g. single segment focus.
Michael Porters competitive generic strategies
Competitive advantage
Low cost Differentiation
Cost Leadership
Offering a product or service at
the lowest price due to having
the lowest cost per unit in the
industry.
Differentiation
Offering a product or service with
certain characteristics or features
that are unique and distinct
relative to the competition.
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Cost Focus
Market segmentation and cost
leadership strategy pursued.
Differentiation Focus
Market segmentation and
differentiation strategy pursued.
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The characteristics of services
· Intangibility e.g. no material substance or physical existence
· Legal ownership e.g. difficult to return if faulty
· Instant perishability e.g. cannot be stored for future use
· Heterogeneity e.g. performed different each time
· Inseparability e.g. cannot be separated from the person who provides it
Product (customer) portfolios and the product mix
Product mix means the different products that the organisation makes or sells. The
product portfolio can be managed using tools such as the product life cycle (PLC) theory
and the Boston Consulting Group (BCG) matrix.
Product or industry life cycle
The product life cycle illustrates the succession of stages that a product goes through in
terms of its sales or market share. The market environment in which a product is sold is
always changing and therefore must be managed as it moves through a succession of
different stages.
· Introduction
· Growth
· Maturity
· Decline
The Customer Life Cycle (CLC)
The Customer Life Cycle (CLC) is similar in theory to the Product Life Cycle (PLC),
however, CLC focuses upon the creation and delivery of lifetime value to the customer
(not product) during different stages of their life cycle e.g. identifying products or
services that customers need, want or value throughout their life cycle stages. A customer
lifecycle value (CLV) estimates the present value of the net cash flows likely to be
received during a customers life time.
The Boston Consulting Group matrix
· Problem Child e.g. new product that poorly competes.
· Star e.g. new product that competes well.
· Cash Cow e.g. mature and established product that competes well.
· Dog e.g. mature and established product that poorly competes.
Product portfolio theory states that an organisation should have a well diversified
portfolio of products e.g. stars are essential for future success, cash-cows to harvest and
support stars, the absence of question marks or dogs if possible.
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Customer profitability analysis (CPA)
Relating specific costs to serving customers or groups of customers, so that their relative
profitability can be assessed. Customer profitability analysis (CPA) focuses on cost
reduction by understanding how customers consume different support resources e.g.
processing, delivery, sales visits, telephone support, internet support etc. It allows an
organisation to concentrate on the most profitable of its customers.
Direct product profitability (DPP)
DPP is a decision making tool that helps a food merchandiser by providing a better
indication of the profitability of products on the supermarket shelves. DPP allocates
direct product costs to individual products. These costs are subtracted from gross profit to
derive at DPP for each product. The normal indirect costs attributed to products would
be distribution, warehousing and retailing. DPP would ignore indirect costs such as head
office overhead, only product specific fixed (indirect) cost would be analysed. e.g. shelf
filling, warehousing and transportation
Distribution channel profitability (DCP)
DCP another ABC concept, is about relating specific distribution costs to serving
customers or groups of customers, so that their relative profitability can be assessed.
Typical supply chain channels today include the internet, e-mail, shops/branches, post,
telephone, catalogues, other distributors etc
Activity based management (ABM)
Activity based management (ABM) is about satisfying customers whilst making fewer
demands on internal resources. The aim is that once cost drivers are created,
organisations can aim to reduce cost, by creating models for more effective planning and
control.
Attribute costing
DPP or CPA can be taken one step further by using attribute costing, a method which
applies cost-benefit analysis e.g. benefits from the value of customer utility or
satisfaction derived from different attributes of a product, compared to the cost of
providing each attribute.
Strategies to improve customer or product profitability
1. Increase price
2. Increase volume sold
3. Reduce support activities that incur specific customer or product cost
4. Withdrawal e.g. discontinue selling
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Branding
A trade name, symbol or logo synonymous or identifiable to an organisation, or its
product or service e.g. Nike (and its tick logo).
The merits of brands
ü Can support new products and services
ü Can create a premium price
ü Can support franchising (licensing)
ü Can have longer life cycle than products
ü Can differentiate a product and strengthen customer loyalty
The five brand strategies of Kotler (1997)
· Line extensions e.g. new sizes, flavours etc launched under same product brand
· Brand extensions e.g. new product category launched under same brand
· Multibrands e.g. new brands launched in same product category
· New brands e.g. new product category launched or existing product relaunched
· Co brands e.g. complimentary brands combined for promotional strategic benefit
Brand accounting
Brand expenditure is not capitalised under IAS 38
The valuation of intangible brands
· The historical accounting cost
· The present value of the price premium paid for the brand
· The present value of future estimated earnings from the brand
· The market price
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Ethics
Morals about the right behaviour and way of conduct.
Corporate Social Responsibility (CSR)
Being aware of the impact of actions on others, and acting
in the best interests of society
Ethical considerations in marketing
· Safe products and services
· Ethical products and services e.g. not tested on animals, fair trade, recycling,
biodegradable etc
· Fair pricing and returns policy
· Full refund offered if customer unsatisfied
· Customers not misled e.g. information, sales staff and agents
· No text messaging or junk mail
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The role of IT in supporting marketing
Marketing decision support systems (MDSS)
Databases, internet, extranet, intranet and e-commerce systems.
A coordinated collection of data, system tools, and techniques with supporting software
and hardware by which an organization gathers and interprets relevant information from
business and the environment and turns it into a basis for making management decisions.
(American Marketing Association)
Customer relationship management (CRM) systems
Devoting marketing and IT resources to the maintenance of existing customers, as well as
strategies to attract new customers.
Examples of CRM systems
· Face to face contact e.g. meetings, phone calls, e-mail, online services etc.
· Back office e.g. booking, billing, invoicing and payment.
· Analysis of customer trends e.g. data warehousing and mining
Data warehousing and mining
Data warehousing
The input and storage of high volumes of data e.g. customer transactions such as time of
day and type of goods purchased. Tesco collects data via its sales order processing systems
using EPOS, bar-coding and magnetic stripe card (club card) technology.
Data mining
The process of extracting useful and perhaps previously unknown information from a
large pool of information gathered within a data warehouse. It is also referred to as
shopping basket analysis because it is heavily applied within the retail sector.
E-marketing and E-commerce
E-marketing
Marketing over the internet. Also referred to as i-marketing, web marketing and online
marketing. The presentation of the organisations brand, product and services over the
internet, to help build strong customer relationships and brand loyalty.
E-commerce
The process of buying and selling goods and services electronically over the internet using
website technology.
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Information Strategy
Chapter
7
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Key summary of chapter
Information
Data which has been processed in a meaningful way e.g. summarised, formatted,
tabulated or filtered, so that it is understandable by its intended recipient.
Information system
A system of persons, data records and activities, manual or computerised, that process,
collect and maintain information, to provide it to staff or other stakeholders.
The primary role of information systems is to support the business strategy and goals of
the organisation. The business strategy and goals of the organisation should always be
driving the information strategy of the organisation, never the other way around.
Characteristics of good information systems
A Accurate
C Complete
C Cost beneficial
U User friendly
R Relevant
A Authoritive
T Timely
E Easy to use
Quality Strategic planning Operational
control
TIME PERIOD FORECAST HISTORICAL
TIMELINESS IMMEDIATE DELAYED
OBJECTIVITY SUBJECTIVE OBJECTIVE
QUANTIFIABILITY QUALITATIVEQUANTITATIVE
ACCURACY APPROXIMATE ACCURATE
CERTAINTY UNCERTAIN CERTAIN
COMPLETENESS PARTIALCOMPLETE
BREADTH BROAD SPECIFIC
DETAIL LITTLE DETAIL HIGHLY DETAILED
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Michael Earl reasons to have an IT strategy
· IT involves high costs
· IT is critical to the success of many organisations
· IT can be used as part of a commercial strategy to gain competitive advantage
· IT impacts upon customer service
· IT impacts upon all levels of manager
· IT could mean a revolution in the way information is created and presented
· IT involves many stakeholders
Nolans 6-stage hypothesis
· Initiation
· Contagion
· Control
· Integration
· Data administration
· Maturity
The three elements of IT strategy
· Information Systems Strategy (ISS) WHAT
· Information Management Strategy (IMS) WHO
· Information Technology Strategy (ITS) HOW
Developing an IT strategy
1. Determine the business strategy, goals and objectives.
2. Define information needs and identify information sources.
3. Position audit and gap analysis undertaken for existing systems.
4. Heavy end user consultation and participation.
5. Change management and implementation
6. Review and control progress to ensure project objectives have been met
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Earls Grid for assessing information systems
Technical Quality
Low High
Divest
A costly and unused
system.
Reassess
Heavy user involvement to
improve the value of
information created and
presented.
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Invest in a better IT
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Maintain and
enhance
Regular review and
upgrade to maintain
current position.
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McFarlans grid or the application portfolio
Strategic importance of current IT systems
Low High
Turnaround
Limited importance today but
predicted to become more
strategically important in the
future e.g. high potential for future
competitive advantage. New and
highly innovative systems normally
at early stages of development.
Strategic
The business depends on these
systems for existing
competitive advantage and will
continue to do so in the future.
Always at the heart of the
organisations success with
continuous redevelopment required.
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Not strategically critical and does
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e.g. increase efficiency and reduce
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Factory
Currently viewed as strategically
important and necessary for
existing competitive success or
advantage, but predicted that this
significance in future is likely to
disappear. .
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Criteria for evaluating information systems
· Quality of the information e.g. using ACCURATE (see below)
· User acceptance testing e.g. surveys, interview, observation etc
· Actual costs and benefits of new system compared to budget
· Technical testing e.g. response time, performance and reliability
· Ease of recovery in the event of failure or malfunction
Tools and techniques
· User questionnaires, interviews and observation
· Testing using real and dummy data
· Cost-Benefit (CB) analysis
· Benchmarking
· Post implementation audit and review
· Errors, complaints and queries reported
· The VFM or 3 Es approach
Cost-Benefit (CB) analysis
An economic evaluation technique which compares the costs associated with a proposed
investment with the benefits that investment will return. Both tangible and intangible
factors would be considered.
Advantages
ü Considers the intangibles
ü Useful technique for screening new
projects
Disadvantages
Uncertainty of estimating the future
Placing a value on intangible
benefits and costs
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Post completion review and audit
Mistakes of management can be learned.
Techniques used to conduct a post completion audit
· End user satisfaction surveys
· Staff appraisals
· Exception reports e.g. time and cost
· Results from testing
The purpose
· To support continuous improvement
· To allow for the identification and implementation of corrective action
The value for money (VFM) framework
· Economy (cheap)
· Efficiency (quick)
· Effectiveness (good)
Qualities of good information
· A Accurate
· C Complete
· C Cost beneficial
· U User friendly
· R Relevant
· A Authoritive
· T Timely
· E Easy to use
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Organising and managing information systems
Centralisation of IT department or activities
Advantages of a centralised IT function
ü Economies of scale
ü Better integration and compatibility of information systems
ü Higher motivation of IT staff
ü Can avoid duplication of effort
ü Strategic view
Benefits of in house developed information systems
ü Better understanding of information needs
ü Strategic control
ü Less risk to the security
ü More effective support to end users
Decentralisation of IT activities e.g. end user computing
End-user computing is the direct hands on approach that end users have over the
development and use of IT.
Benefits of end user computing
ü Creativity and innovation
ü Increases productivity of information systems
ü End-user satisfaction ownership and motivation
Limitations of end user computing
Lack of training and experience
Lack of documentation
Incompatibility of different systems
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IT outsourcing (client-vendor relationships)
Examples include the outsourcing of system maintenance, development or data processing
agreements with third party organisations, an entire IT department could be outsourced. IT
outsourcing can allow management to start with a clean sheet and eliminate what they
often see as an internal irritant.
Advantages
ü Save overhead
ü Reduce the complexity
ü Management can focus on its core
competencies
ü Flexibility of using outsourcer
Disadvantages
Loss of strategic control
Over reliance
Loss of competitive advantage
Internal redundancy
Risk to security
Failure of outsourcer
Management of vendors
· Policies, procedures and effective management
· Planned selection criteria
· Tender and visiting process
· References
· Contract agreements
· Penalties and cancellation terms
Characteristics of a good service level agreement
· Terms and conditions
· Exit route for non performance
· Timescale of agreement
· Copyright and ownership
· Procedures for control
· Contact details
Criteria for evaluating suppliers
· Invitation to tender documents
· Warranty and support
· Training assistance
· Cost and composite of cost
· Reliability and solid track record
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Management information systems
Management
Level
OPERATIONAL
TACTICAL
STRATEGIC
ALL
LEVELS
Information
System
Transaction
processing
systems
(TPS)
Decision
support
systems
(DSS)
Executive
information
systems
(EIS)
Expert
Systems
(ES)
Emerging information systems
Knowledge management systems (KWS)
KWS are information systems that facilitate the creation and integration of new
knowledge into an organisation. Many organisations now attempt to formalise systems
for the gathering and dissemination of knowledge across the organisation. Knowledge
management is the process of trying to collect, store and use knowledge within the
organisation. Knowledge can be formalised by designing processes to create, store and
use it to become explicit knowledge e.g. intranets, e-mail, databases, teams and social
networking.
Types of KWS
· Knowledge distribution systems e.g. e-mail, scanners, e-fax, voice mail and
document image processing (DIP). Groupware software packages like Lotus notes
can help to manage e-mail, calendars, diaries and reminders.
· Knowledge sharing systems e.g. expert systems, databases, intranets and
extranets.
· Knowledge creation systems e.g. computer aided design (CAD) and virtual
reality systems (VR).
Benefits of KWS
ü Help knowledge workers create new knowledge and expertise.
ü Facilitates the sharing of information.
ü Can reduce training time for new employees.
ü Retention of knowledge e.g. if an employee leaves
ü Could help gain competitive advantage
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Expert systems
Software that behaves similar to the way a human expert would within a certain field of
knowledge e.g. legal, medical, insurance or credit risk assessment. The expert knowledge,
rules and facts are pre-programmed a memory to facilitate artificial intelligence by
supporting decision making.
Benefits of an expert system
ü Automated expertise support for generalists.
ü Speed of decision improved.
ü Consistency of decision making
ü Expert systems retain and acquire new knowledge
Limitations of an expert system
Expensive to develop and maintain.
Narrow and specific in focus.
People can be more naturally creative than programmes.
Enterprise-wide systems
Also referred to as enterprise resource planning (ERP) or enterprise computing.
Enterprise-wide systems are information systems that are used throughout a company or
enterprise, to manage and coordinate resources, information and functions of a business.
To be considered an ERP system, a software package must provide the function of at
least two systems e.g. payroll and accounting functions if integrated.
ERP is the modern extension of MRP (material requirements planning,
then later manufacturing resource planning) systems and
CIM (Computer Integrated Manufacturing).
All functional departments are integrated into one holistic information system e.g. a
central database. As well as integrating manufacturing, warehousing, logistics, and
information technology, it would also include accounting, human resources, marketing
and strategic management. SAP Business One is an example of an ERP software
solution.
Benefits of ERP systems
ü Speeds up enterprise wide exception reporting.
ü Real-time data capture and reporting of financial results.
ü Provides information for all levels of management.
ü More effective planning and forecasting
Limitations of ERP
Bespoke and expensive to develop and maintain.
High switching cost.
Industry prescriptions may not gain competitive advantage.
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Customer relationship management (CRM) systems
CRM systems can automate many customer-related business activities and tasks.
Customer loyalty and retention has become critical to the long-term survival of
organisations, relationship management aims to build excellent relationships with
customers in order to retain their loyalty.
Microsoft Dynamics CRM 4.0 is an easy to use customer management system that
enables you to monitor and manage customers from their first contact all the way through
to after-sales service. CRM software systems include customer contact management,
sales automation, call centre applications and help desking. They allow departments to
track customer information so that customers interacting with an organisation perceive
the business as a single entity, despite interacting with a number of employees from
different departments.
Benefits of CRM
ü Increased loyalty of customers and free word of mouth recommendation
ü Organisation builds more knowledge and understanding about customers.
Web 2.0 tools
Web 2.0 tools refers to any computer application that is web-based and will support
collaboration, interaction and sharing of information over the world wide web. Web 2.0
tools represent the second generation of software for the world wide web, moving away
from static web pages to dynamic and shareable content. They enable people with no
specialised technical knowledge to create their own websites, publish, create and upload
audio and video files, share photos and information and many other tasks.
Examples
· Social-networking sites e.g. Twitter
· Video sharing sites e.g. YouTube
· Wikis e.g. a website that allows multiple users to create and modify web page
content in a collaborative manner.
· Blogs e.g. a web site for regular entries of commentary, photos, files and
descriptions, personal sites include MySpace UK and Facebook.
Benefits of Web 2.0 tools
ü Facilitates creativity.
ü Supports information sharing.
ü Supports human collaboration e.g. virtual teams.
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Electronic business (E-business)
Conducting business via electronic media e.g. telephone, fax machines, computers,
video-teleconferencing etc. The internet supports E-business e.g. utilises information
technology to support all the activities of a business, service its employees and other
external stakeholders. Web 2.0 tools enable this to be done interactively.
E-commerce
The process of buying and selling goods and services electronically using website
technology.
Benefits of e-commerce
ü Improves marketing e.g. invitation to treat , graphics and interactivity.
ü Fulfil orders satisfactorily without human intervention e.g. electronic retailing ( e-
tailing) for automated ordering and payment
ü Can monitor customer trends e.g. buying habits
ü Encourage feedback from customers e.g. electronic surveys
Value added networks (VANS)
A VAN is a third-party network service provider which offers access to specialised
services, normally for a fee e.g. Reuters. Customers either purchase leased lines or use
dial-up to access the network. VANS can add value to an organisations products or
services e.g. extranets, EDI and specialised knowledge databases, can all help those that
subscribe to achieve mutual competitive advantage. VANS offer direct communication
links to trading partners, mailbox services for further information and 24/7 message
transmission
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The emergence of new forms of organisation
Virtual or network firms e.g. dotcom companies.
Network or virtual organisations rely heavily on external organisations or third parties for
the delivery of their product or service.
A virtual organisation does not have a physical location. For example a collection of
individuals that work from their home and the majority of the primary processes or
activities of the organisation are outsourced to third party providers.
Characteristics of virtual or network firms
· High levels of outsourcing
· Relatively few physical assets e.g. lease rather than buy
· Relatively minimum full-time staff
· To the customer organisation is perceived as one organisation
Teleworking
Teleworking (or telecommuting) is where staff employed by an organisation work
from their home and communicate with the workplace via phone, fax, e-mail, intranet,
extranet or any other telecommunications link.
Advantages to employee
ü No commuting
ü Flexible working hours
Advantages to employer
ü Saves office overhead
ü Larger pool of labour
Disadvantages to employee
Room in your house for workspace
Family interruptions
Disadvantages to employer
Less loyalty from employees
Staff training can be difficult
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Virtual (or geographically dispersed) teams (GDT)
Virtual teams are groups or teams who are geographically dispersed but working and
collaborating together. Virtual teams are not normally present in the same office, they are
often working in different parts of the world and over different time zones.
Benefits of virtual teams
ü Employer saves on staff office overhead
ü Employer can recruit the best staff anywhere geographically
ü Lower social cost to society from commuting
Limitations of virtual teams
Cross-cultural management problems
Time zones can cause delay in communication
New methods of working maybe unfamiliar to those participating
Isolation and lack of project teamintegration
Group cultural norms can make teams very insular
IT to support virtual teams
Computer-supported Co-operative Working
Computer systems that support collaborative and the coordination of tasks and activities.
· Groupware
· Workflow management
· Internet, extranets and intranets
· E-mail, Video conferencing and Web 2.0 tools
· Knowledge work systems (KWS)
Groupware (collaborative software) supports multiple users on a network. Examples of
groupware include Lotus Notes (or Lotus Domino) a client-server, collaborative
application developed by IBM, or Microsoft Exchange. Features include quick notes, ideas
and reminders, sharing of calendars, public folders, address books and schedulers to
arrange meetings.
Workflow systems ensure less delay and greater efficiency of managing workflow. Image
based workflow systems automate the flow of paper throughout the organisation by
digitising paper based images. Form based workflow systems route text based documents
around the organisation.
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Corporate Social
Responsibility and Ethics
Chapter
8
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Key summary of chapter
Corporate Governance
The corporate governance framework is there to encourage the efficient use of resources
and equally to require accountability for the stewardship of those resources. The aim is to
align as nearly as possible the interests of individuals corporations and society"
(Sir Adrian Cadbury in 'Global Corporate Governance Forum' World Bank 2000)
UK corporate governance reporting and recommendations
Cadbury and Greenbury report recommendations
· Split chairman and chief executive role
· Regular and more formal meetings.
· Directors remuneration clearly shown within the published accounts
· Pay awards to be decided by a remuneration committee using non-executive
directors only
· Establish an audit committee using non-executive directors only
· Every company should have at least 3 non-executives directors
The Hampel report incorporated the recommendations from both the Cadbury and Greenbury
Committees as well as amendments from the London Stock Exchange, it was published as
the Combined Code in June 1998.
Benefits of good corporate governance
ü Greater fairness and openness of directors
ü Greater public confidence in companies
ü Reduced risk for investors and other stakeholders
ü Lower risk of strong CEO domination
ü Transparency, timely and clearer communication of information
ü Improves performance and leadership by the board
Cadbury Report
Hampel Report
Greenbury Report
Turnbull Report
Smith Report
The Combined
Code
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Summary of the principles for good governance
Directors responsibilities
· The Board should be effective to lead and control the company.
· Clear division of responsibilities between Chairman and CEO to ensure balance of
power and authority.
· Board balance e.g. executive and non-executive roles.
· Supply of transparent information.
· Timely and of appropriate quality of information.
Appointment of directors
· Formal and transparent procedures.
· Re-election e.g. all directors at regular intervals and at least every three years.
Directors Remuneration
· Level and make-up of remuneration should be sufficient to attract and retain but not
more than necessary.
· A proportion linked to performance.
· Formal and transparent procedure fixing remuneration of each director.
· Disclosure e.g. details of the remuneration of each director.
Relations with Shareholders
· Dialogue with institutional shareholders.
· Constructive use of the Annual General Meeting (AGM).
· To communicate with private investors and encourage their participation.
Accountability and Audit
· Financial reporting e.g. balanced and understandable assessment of the company s
position, performance and prospects.
· Maintain effective internal controls.
· Audit committee for maintaining an appropriate relationship with the auditors.
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International perspective on corporate governance
This is of paramount practical concern for policymakers, managers, accountants and others
since they are affected by the regulatory regimes and changes of regulations on a daily
basis in their working environment.
Organisation for economic co-operation and development (OECD)
· Rights of shareholders e.g. one share equals one vote for all shareholders.
· Equitable treatment of shareholders e.g. protection of t minority interests..
· Equitable treatment of all stakeholders.
· Accurate and timely information for users of published information.
US, the Sarbanes-Oxley Act (2002)
· Legal requirement for all companies with a US listing.
· Attempts to address auditor independence and corporate governance issues.
· Places restrictions on the nature of non-audit services that can be performed by
auditors. Audit committees must approve any allowed additional services.
· Audit committee members should be independent, and are responsible for the
appointment, remuneration and overseeing of external auditors.
· Audit committee must establish rules for the protection of whistleblowers.
South Africa, the King Report (2002)
· Broader stakeholder approach to governance.
· Considers social, environmental, economic aspects of company activities
(HIV/AIDS impact, black economic empowerment, equal opportunities and human
capital development)
· Accountability and independence of the board emphasised more.
· Delegation did not diminish ultimate responsibility of the board.
· Board is responsible for risk management processes including internal audit.
· Openness to all stakeholders
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Ethics and social responsibility
Corporate social responsibility (CSR) is concerned with being aware of the impact of
actions on others, and to act in the best interests of society.
Ethics is concerned with rules or morals about the right behaviour
and conduct, it is one part of CSR
Advice on how to be more ethical and socially responsible
· Good public relations.
· Protection of the ecological environment
· Control energy consumption, waste and emissions
· Recycle all packaging material
· Support charities and the local community
· Good conditions of work provided for employees
· Embody ethical culture through a mission statement and training.
· Set and publish aims and objectives to achieve greater CSR.
Ethics for members of CIMA
The CIMA Code of Ethics for Professional Accountants sets out the fundamental
principles of professional behaviour that members and students are required to follow.
Other accountancy bodies and professions such as the ACCA, ICAEW and AAT, have
similar standards of behaviour and conduct.
Code of conduct for CIMA management accountants
· Integrity
· Objectivity
· Professional competence and due care
· Professional behaviour
· Quality to the client
· Confidentiality
· Serve the public interest
Code of conduct ensures
· A positive global image to CIMA
· Protection for public interest.
· Prevention and limitation of malpractice.
· Repeat business in the long-term for CIMA and CIMA members
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Organisations
Chapter
9
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Key summary of chapter
Private sector organisations
Sub-sectors of the economy not directly controlled by the government or state
e.g. private business and households.
Examples
· Private businesses
· Companies (corporations)
· Private banks and building societies
· Non-governmental organisations e.g. trade unions, charities, clubs etc
Public organisations
Sub-sectors of an economy, or organisations, owned and directly controlled by the state or
government.
Examples
· Local authorities.
· State owned industries e.g. the UK post office.
· Public corporations e.g. the British Broadcasting Company (BBC).
Characteristics of public organisations
· Ultimately accountable to government.
· Goals and guidelines determined by government.
· Not-for-profit motive (NPO).
· Funded by the general public e.g. through taxation.
Multinational Companies (MNC)
A multinational corporation (MNC) can also be referred to as a transnational corporation
(TNC) and a multinational enterprise (MNE). A global or international organisation which
has production or service facilities in more than one country.
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Emerging markets
An emerging market (or emerging economy) is a country in the early stages of
development and often receptive to foreign investment. Emerging markets have very high
growth rates in national product and yield enormous market potential. Examples of
emerging markets include China and India considered to be two of the largest, also Mexico
and Brazil, these nation's social or business activities are in the process of rapid economic
growth and industrialisation. There are approximately 30 emerging markets in the world
today.
Emerging market multinationals e.g. Korea's Samsung
Emerging market multinationals are changing the rules of the game, firms from developing
countries are able to develop global competitive advantage, surviving local competition
from their own unprotected economies and beating western multinationals.
The rise of emerging markets signals the greatest shift in global economic power since the
industrial revolution. Emerging market economies are set not only to emerge, but also
dominate the economic future of the world. Domestic companies from such countries as
Brazil, Russia, India, Egypt and South Africa are successfully making progress in
international trade and in every imaginable industry sector.
Characteristics of emerging multinationals
· Recognised as a global leader
· Has global presence
· Competitive in price, quality, technology design and management
· Can be benchmarked against the biggest and best in the world.
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Comparing and contrasting organisational structures
The small or
entrepreneurial
structure
The functional
structure
The divisional
structure
The matrix
structure
Informal, small
organisation
Formal,
bureaucratic,
large organisation
Formal,
bureaucratic,
complex group
Formal
or informal
teamwork
Founder driven
with less
bureaucracy.
Bureaucratic.
place for
everything and
everything in its
place
Bureaucratic.
place for
everything and
everything in its
place
Teamwork and
project focused
Communication in
all directions
Vertical
communication
Vertical
communication
Communication in
all directions
Power culture Role culture Role culture Task culture
Customer focused
Process or
activity focused
Customer focused Project focused
Suits a dynamic
and uncertain
environment.
Suites a stable
and certain
environment.
Suits a dynamic
and uncertain
environment.
Suits a dynamic
and uncertain
environment.
Flatter and
flexible structure
Tall and
inflexible structure
Flatter and
flexible structure
Flatter and
flexible structure
Integrated Specialised Specialised Integrated
Unity of command Unity of command Unity of command Dual authority
Centralised
decisions
Centralised
decisions
Decentralised
decisions
Decentralised
decisions
Virtual or network firms e.g. dotcom companies.
Network or virtual organisations rely heavily on external organisations or third parties
for the delivery of their product or service.
A virtual organisation does not have a physical location. For example a collection of
individuals that work from their home and the majority of the primary processes or
activities of the organisation are outsourced to third party providers.
Characteristics of virtual or network firms
· High levels of outsourcing
· Relatively few physical assets e.g. lease rather than buy
· Relatively minimum full-time staff
· To the customer organisation is perceived as one organisation
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Types of workforce flexibility
· Functional flexibility (task flexibility/multi-skilled employees) concerns breaking
down traditional occupational boundaries and avoidance of over specialisation.
· Financial flexibility aims to convert staff cost from fixed to variable cost.
· Numerical flexibility enables a firm to adjust rapidly to changing levels of demand
by increasing or decreasing the number of employees.
· Temporal flexibility can be achieved by varying the hours worked by employees
in response to changes in demand.
Lean production or the Toyota production system (TPS)
Lean production (also known as the Toyota Production System) is a manufacturing
methodology originally developed by Toyota
"good thinking means good product .
Toyota Production System (TPS) was built on two main principles: Just In Time (JIT) and
J idoka e.g. continuous improvement of quality within the production system.
Lean production focuses on delivering resources when and where they are needed.
Lean production tools and techniques
· Getting things right first time
· Minimising inventory e.g. JIT stock control
· Minimising waste
· Flexible workforce practices
· High commitment to human resource policies
· Culture of commitment to continuous improvement
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Concepts that support lean production
Information technology to support capacity planning
Flexible manufacturing systems (FMS) consist of several machines along with part and
tool handling devices such as robots, arranged so that it can handle any family of products
or parts for which the system has been designed and developed. These systems are highly
computerised, automated and integrated.
Computer aided design (CAD) automates the design, drafting and display of graphically
oriented information early in the design process aids good production planning.
Computer aided manufacturing (CAM) automates production e.g. robotic and
programmable production cycles.
Optimised production technology (OPT) helps to avoid the build up of unnecessary
work in progress and supports a JIT environment e.g. resource planning centred around
bottleneck resources (limiting factors) or the binding constraints that limit capacity.
Materials requirement planning (MRP I) is an inventory control system which provides
an automated list of components and materials required for the type and number of
products entered. This allows better production planning and accuracy of inventory
management.
Manufacturing resource planning (MRP II) Evolved from MRP I. A system that
incorporates not only material requirements, but all manufacturing resources such as
different labour types, machine types and other manufacturing resources required for the
type and number of products entered.
Computer-integrated manufacturing (CIM) is manufacturing supported by computers.
The total integration of computer aided design, manufacturing,. quality control and
purchasing in one centralised system.
Enterprise-wide systems (ERP systems) also referred to as enterprise resource planning
(ERP) or enterprise computing. Enterprise-wide systems are information systems that are
used throughout a company or enterprise. A company-wide computer software system
used to manage and coordinate all the resources, information and functions of a business.
Total productive maintenance (TPM) aims to shorten lead times by ensuring production
and machine maintenance staff work closer together. Machine operators are empowered
and trained in order to speed up routine servicing, fault diagnosis and maintenance of
operating machinery.
Just in time (JIT) requires that products should only be produced if there is an internal or
external customer waiting for them. It aims ideally for zero stock e.g. raw materials
delivered immediately at the time they are needed, no build up of work-in-progress in
production and finished goods only produced if there is a customer waiting for them.
Total quality management (TQM) is the process of embracing a quality conscious
philosophy or culture within an organisation, it aims towards standards of near perfection
and continuous improvement.
Quality circles is an American idea, whereby a group of 5 to 8 employees, normally
working in the same area, volunteer to meet on a regular basis to identify areas for
improvement or analyse work related problems in order to find solutions.
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Change Management
Chapter
10
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Key summary of chapter
Change
A gradual evolution or sudden transformation, not normally within the control of the
organisation, change often due to influences from the organisations environment.
Change management
A structured approach to transition individuals, groups, departments, divisions etc from a
current state to a desired future state. Other terms for change management include
configuration management, change control or change leadership.
Internal change triggers
Internal factors within the organisation which cause change to be necessary
e.g. new CEO, dissatisfaction of management or staff, reorganisation, rationalisation
programmes, new information system etc.
External change triggers
External (environmental) influences which cause change to be necessary
e.g. new competition, changes in strategy by the competition, new legislation, economic,
technological, social changes in customer needs etc.
Models for analysing external change triggers
· PEST or SLEPT (general environment) e.g. social, legal, economic, political and
technological.
· Porter s 5-forces (task or competitive environment) e.g. threat of new entrants,
competitive rivalry, substitutes, bargaining power of suppliers and bargaining
power of customers.
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Greiner organisational growth model
Greiner's Growth Model describes the different stages an organisation passes through
over time as they grow in size. Larry E. Greiner originally proposed his model in 1972
with five phases of growth. A sixth phase was added further in 1998. Greiner explained
the management problems that would be experienced over the different phases, each phase
reaching a crisis or turning point. Organisations often have to change or reorganise at
each of these phases, so if effectively planning for it, they can ensure smoother transition
from one phase to another to avoid the chaos this may cause.
Phase 1 Phase 2 Phase 3 Phase 4 Phase 5
Young Age of Organisation Mature
S
i
z
e
o
f
O
r
g
a
n
i
s
a
t
i
o
n
S
m
a
l
l
L
a
r
g
e
Growth
through
creativity
Crisis of
leadership
Crisis of
autonomy
Growth
through
delegation
Growth
through
direction
Crisis of
control
Crisis of
red tape
Growth
through
coordination
Crisis of ?
Growth
through
collaboration
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Stages in the change process planned change theory
1. Diagnose current problems
2. Create dissatisfaction with the existing state
3. Participation by those affected
4. Demonstrate support by senior management
5. Implementation of change.
6. Reward systems modified
7. Review and feedback obtained
Different reactions to change
· Acceptance
· Indifference
· Passive resistance
· Active resistance
Parameters for successful change
Wilson suggests the following parameters for how to consider change
· Scale e.g. scope and size of the program.
· Investment e.g. investment in resources defined in monetary terms.
· Timescale e.g. how long the process will take.
· Change e.g. the nature of the change required.
· Impetus for change e.g. the reasons for the programme of change required.
· Strategy e.g. the plan or strategy driving the change process.
Kotter and Schlesinger gave six methods of dealing with resistance to change
· Education and communication
· Participation and involvement
· Facilitation and support
· Negotiation and agreement
· Manipulation and co-optation
· Explicit and implicit coercion
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Kurt Lewin - 3 stage (process) approach to managing change
· Unfreeze
This process spells out the reasons why change needs to occur.
· Behaviour change
This process identifies and crafts new norms, attitudes and beliefs.
· Refreeze
This process reinforces new ways through reward and encouragement.
Lewin s force field analysis illustrates the forces that drive change and the restraining
forces which push change back and prevent or hinder it from occurring. Lewin
recommended weakening restraining forces as the popular strategy for managing change.
Ideal position Current state
Practical techniques to reduce resistance
ü Bringing conflict into the open
ü Top down commitment with clear vision of change
ü Supporting positive behaviour
ü Reward systems
ü Communication and education
Restraining Forces
Driving Forces
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Johnson and Scholes
Nature of change
Incremental Transformational
Tuning
e.g. fine tuning or
incremental change.
Planned
e.g. centralised, top-down,
rigid and systematic
approaches.
M
a
n
a
g
e
m
e
n
t
R
o
l
e
R
e
a
c
t
i
v
e
P
r
o
-
a
c
t
i
v
e
Adaptation
e.g. emergent.
Forced
e.g. when in crisis.
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Types of change
Planned contrasted to emergent approaches to change
Step change
Change that happens over a very short period of time and which makes a significant and
radical difference to the organisation. Step change is when the trend line of performance
makes a significant jump in direction, up or down, and stops being smooth. Step change
is different from incremental change, which occurs gradually over an extended period of
time.
Transformational change
Change that is radical, large scale changes to the strategy or operations of the
organisation. Often transformational change involves major restructuring, reorganisation
and/or cultural change necessary.
Incremental change
Change enforced gradually by management using a planned and consultative approach.
This approach to change management would be used when no major restructuring or
change of culture is necessary within the organisation.
Emergent
Approaches
Planned
Approaches
Management
Style
Bottom-up and
decentralised
Top-down and
centralised
Control of change
Informal, decentralised and
emergent
Tight control, rules and
procedures
Environment
Dynamic, chaotic and
uncertain environment.
Stable and
certain environment.
Change
Flexible
and adaptive
Slow
and inflexible
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Beer and Nohria
· Theory E (change based on economic value) e.g. hard and coercive approach to
change, shareholder value as the only legitimate concern.
· Theory O (change based on organisational capability) e.g. soft and consultative
approach to change, long-term need for the organisation to recognise the needs of
all stakeholders, not just shareholders.
Theory E Theory O
Contrasting Theory E and Theory O
Theory O Theory E
Management Style
Bottom-up
Participative/Democratic
Top-down
Autocratic
Objective
Develop organisational
capabilities
Maximise shareholder value
Control of change
Informal, decentralised
and emergent
Tight control, rules and
procedures
Change
Flexible
and adaptive
Slow
and inflexible
Reward
Commitment and
challenge
Financial
incentive
Employee central to
organisations success
Shareholder value
is main concern
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The learning organisation
According to Peter Senge, learning organisations are organisations that facilitate the
learning by all its members and continuously transforms itself in order to cope with
change. Rosabeth Moss Kanter, argued that segmentalist companies e.g. those which are
organised by functions, lack creativity and entrepreneurial spirit. She argued that more
integrative approaches would release more ideas from unconnected sources within the
organisation.
Organisational Development
Bennis defined OD as a response to change, a complex educational strategy intended to
change the beliefs, attitudes, values and structure of organisations so that they can better
adapt to new technologies, markets and challenges, and to the dizzying rate of change
itself.
OD specialists are third party consultants and used for when chronic change or major
transformation is needed or where severe problems in performance exist within the
organisation.
Often described as "change agents," OD consultants come from varied backgrounds with
experience and training in organisational development, organisation behaviour,
psychology, education, management or human resources. Many have advanced degrees
and most have experience in a variety of organisational settings.
Managing job reduction (or redundancy)
Redundancy occurs when the role that an employee performs no longer exists or is not
required. This is a sensitive issue, the loss of motivation and morale of the entire
workforce can be devastated when such news does occur not just those individuals
affected by it.
A process to manage job reduction
1. Identify what changes will be necessary
2. Clear vision of change communicated
3. Educate and communicate the reasons
4. Participation encouraged by staff to aid change
5. Plan and determine how change needs to occur
6. Review and feedback obtained
Ethical advice offered
· Compulsory redundancy should be last resort
· A sensitive matter so plan for it
· Management must act as honestly and fairly as possible
· Selection methods used on a fair basis e.g. last in first out
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A team is a group of individuals with complimentary skills and a commitment to a
common purpose. They normally share a common sense of purpose; identity and
social belonging and work interdependently toward a common goal often collectively
sharing reward.
A collection or group of individuals who share a sense of common identity and
contribute to the same common aim or purpose.
Advantages
ü Dynamic and creative
ü Flexible to change
ü Improves staff morale
ü Improves communication
ü Group norms unify members
Disadvantages
Inadequate leadership
Unclear goals or objectives
Personality clashes
Group norms create insular
barriers
Too many meetings to get
things done
Dual authority e.g. if a matrix
structure exists
Forming
Storming
Norming
Performing
Bruce
Tuckmans
stages of
team
development
An
inefficient
collection of
individuals
Open conflict,
a highly
defensive and
emotional
stage.
Team
conforming
to norms with
greater
efficiency.
Fully
integrated
team,
development
ceases.
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Charles Handys contingency approach to team effectiveness
A manager cannot in the short-term vary the givens e.g. team size, members, aims and
the challenges faced. Managers must use instead intervening factors to maximise the
output of a teamto achieve greater group productivity and satisfaction.
Examples of intervening factors
· A good leader
· Clear and structured reward systems
· Clear establish aims and objectives
· Common processes and procedures
· Promotion of openness and trust
· Time for a group to integrate
Givens
Members
Task
Environment
Outcomes
Productivity
Group satisfaction
Group
Motivation
Processes and
Procedures
Leadership
Style
INTERVENING FACTORS
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Strategic Performance
Measurement
Chapter
11
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Key summary of chapter
Control theory
Feedback control appraisal
· Feedback is any process where part of the output of a system is measured and
returned as input to regulate the systems further output.
Feed-forward control prevention rather than cure
· Feed-forward control would be a system that in a pre-emptive way, reacts to
changes in its environment, normally to maintain some kind of desired state.
Hopwoods three forms of control
1. Social controls e.g. group norms, staff culture and social interaction.
2. Administration control e.g. management exception reporting systems.
3. Self control.e.g. staff exerting self-control by modifying their own behavior.
Bureaucracy
An organisation bound by an elaborate set of rules and procedures to tightly control it.
Reward
Monetary reward is an example of extrinsic reward and considered as the most important
of all hygiene factors according to Frederick Hertzberg.
Types of financial incentive schemes
· Performance related pay (PRP) systems
· Bonuses
· Profit sharing schemes
Staff appraisal
The review and assessment of an employees performance with the potential for
improving effectiveness of performance through training and development.
The aims of an appraisal system
· Reward
· Performance
· Potential for development
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Examples of control in the workplace
· Job descriptions, grades and authority levels
· Span of control and scalar chain
· Organisational structure
· Standardisation of work procedures
· Rules and procedures
· Disciplinary procedures
· Reward
· Dress code
· Handbook
· Induction
· Training and development
· Recruitment and selection
· Contracts
· Staff appraisal
Classical school of management contrasted to human relations approach
Classical School
approach
Human Relations
approach
Theorists
Henry Fayol
Frederick Taylor
Max Weber
Elton Mayo
Abraham Maslow
Frederick Herzberg
History
Late 19
th
century
Early 20
th
century.
Management
Style
Autocratic,
lack of consultation.
Participative,
democratic.
Motivation
Extrinsic Reward
e.g. money.
Intrinsic Reward
e.g. job enrichment.
Management
Control
Carrot and
stick approach.
Contented cows
produce more milk.
Management
Focus
Task planning
and design
Human welfare and
psychology.
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Burns and Stalker
Characteristics of organic verses mechanistic organisations
Organic Mechanistic
Management Style
Participative and
democratic
Autocratic and
lack of consultation
Control Informal and decentralised
Formal and
centralised
Communication
Lateral
(all direction)
Vertical
(up and down)
Change
Flexible and
adaptive
Inflexible and
slow to change
Structure
Flat chain of command e.g.
Matrix/Team/
entrepreneurial
Tall chain of
command and clearly
defined roles
Environment Dynamic/Uncertain Stable/Certain
Outcome Creative Efficient
The concept of clan/cultural control
Hofstedes dimensions of national culture
· Power distance. Extent to which people accept inequality of power.
· Uncertainty avoidance. Tolerance towards uncertainty or ambiguity.
· Individualism /collectivism. Collectivism strong affiliation towards one
another e.g. strong and cohesive groups. Individualism, individuals are
expected to take care of themselves e.g. a strong need for individual success.
· Masculinity/femininity. Men's masculine values e.g. very assertive and
competitive, are relatively different from women's feminine values e.g.
modest and caring. Masculinity is a culture with a strong need for achievement,
assertiveness and materiality. Femininity is a culture where relationships,
modesty and quality of life are considered more important.
· Long-Term Orientation. Long Term Orientation e.g. perseverance, verses
Short Term Orientation e.g. protection of reputation and traditions.
The 5 dimensions of culture can help management determine
· Leadership style
· Motivation incentives
· Organisational structure
· The degree of rules and procedures
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Controlling subsidiaries
· Mission statement, goals and objectives.
· Performance measurement systems
· Systems for strategic planning and control
· Management appraisal process.
· Reward
· Culture
Goold and Campbell
Goold and Campbell identified three styles of strategic management
· Strategic planning Senior management work closely with individual business unit
managers to develop strategies for their business units.
· Strategic control Senior management decentralise the development of strategic
plans to business unit managers.
· Financial control Control of strategy through a budget (financial) process e.g.
financial controls and profit targets which business units are required to adhere to.
The divisional structure
A division is a distinct business set up within a larger company to ensure a certain product
or market is handled and promoted as though it were a separate business.
Advantages
ü Quicker decision making
ü Focus on product and market
performance
ü Ring fencing of financial results
ü More empowerment
ü Good training ground for managers.
ü Frees up senior management time
Disadvantages
High cost of head office
Duplication of functions (or
departments)
Reluctance to delegate by senior
management
Lack of goal congruence
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The functions of a performance measurement system
· Publicise and communicate direction
· Control the organisation.
· Plan and allocate resources
Neelys 4Cs in performance measurement (1998)
1. Check position
2. Communicate position
3. Confirm priorities
4. Compel progress
Recommended process to develop a performance measurement system
1. Senior management a clear vision of change
2. Benchmark with other organisations
3. Participation by staff throughout the process
4. Targets/criteria should be set after consultation
5. Reward systems should be modified
6. Introduction of new appraisal procedures.
7. Training for managers and staff
8. Review and monitor the new system
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Evaluating the performance of divisions
The controllability principle
The controllability principle is concerned with assessing performance based upon
measures that can be controlled only by a manager and omitting any items which are
uncontrollable.
Profit based methods for evaluating the performance of divisions
Operating profit (net profit) margin
= Profit before interest and tax (PBIT) x 100%
Turnover
Gross profit (sales) margin
= Turnover less cost of sales (gross profit) x 100%
Turnover
Generally the gross profit or sales margin can also be referred to as the contribution to
sales (C/S) ratio e.g. gross profit (sales less variable cost) ÷sales.
Mark up
= Turnover less cost of sales (gross profit) x 100%
Cost of sales
Return on capital employed (ROCE)
= Profit before interest and tax (PBIT) x 100%
Capital employed
ROCE is also referred to as return on investment (ROI) and return on net assets (RONA).
ROCE measures profitability and shows how well the business is utilising its capital to
generate profits.
.
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Residual income (RI)
Residual income is the profit earned by a division less a notional interest charge for the
investment of finance within it.
£
Profit before interest and tax (PBIT) X
Capital employed x head office % interest charge (X)
Residual income X
Residual income uses the same profit before interest and tax and capital employed value
as the ROCE measure. Residual income is an absolute measure that deducts from profit
before interest and tax, an imputed notional interest charge using a cost of capital or
return required.
Economic value added (EVA)
Economic value added was developed by Stern Stewart & Co and is a registered
trademark. EVA is an estimate of economic profit, measured as Net Operating Profit
after Taxes (or NOPAT) less the money cost of capital. MVA and EVA are strongly
correlated.
The economic value created by a division in a given period of time
EVA =
Net cash operating profit after tax
( adjusted for accounting distortions e.g. add back depreciation)
less
Economic depreciation (based on market value or replacement cost of assets)
less
Amortised R&D, advertising, marketing, goodwill, brand or new product development cost
less
(adjusted capital employed x cost of capital)
Contrasting ROI, RI and EVA
ROI RI EVA
All measures support goal congruence for profit maximisation
Accounting based measures Cash based measure
Historical accounting for non-current assets Use of replacement cost
Long-term expenditure
written off in the same financial period
Capitalises long-term
expenditure and amortises
Relative measure Absolute measures
No finance charge Finance charge recognised
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Alfred Rappaports definition of shareholder wealth (value)
Shareholder value =corporate (business) value Debt
Total shareholder return (TSR)
TSR = Dividend per share +Growth in share price x 100%
Market share price at the start of the period
The increase in the share price plus the value of any dividends paid or proposed.
Market value added (MVA)
MVA is an external measure of shareholder wealth, measured by taking the rise in the
market capitalisation during a period less the increase in capital invested during a period
by investors. If MVA is positive, then the firm has added shareholder value. MVA and
EVA are strongly correlated.
Value based management
Value based management may often be referred to as shareholder value analysis (SVA).
Value based management (VBM) is an approach which focuses on strategies and actions
to create more value for shareholders. Value being measured by share price (market
capitalisation), dividends and other principles such as RI or EVA.
Alfred Rappaport developed seven value drivers
1. Sales growth
2. Operating profit margin
3. Cash income tax rate
4. Incremental fixed capital investment rate
5. Investment in working capital rate
6. Planning period
7. Cost of capital
Managing VBM
· Strategic selection of projects which create high shareholder wealth.
· Resource allocation and funding should have a recognised opportunity cost.
· Performance targets clearly communicated.
· Reward linked and correlated to performance targets.
· Change management to facilitate implementation.
· Review of VBM system for continuous improvement.
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Multidimensional performance measurement
The balanced scorecard developed by Kaplan and Norton
The four perspectives of the balanced scorecard
· Customer perspective e.g. what must we do right for our customers?
· Internal perspective e.g. what must we excel at internally?
· Innovation and learning perspective e.g. how can we innovate?
· Financial perspective e.g. how do we satisfy shareholders?
Advantages
ü Long-term view of performance
ü Non-financial as well as financial
measures considered
ü Performance measures can be
tailor made
ü Monitor and control operations
ü Communicate and publicise goals
to all stakeholders
ü Link to remuneration of
management and staff
Disadvantages
Historical performance no guide to
the future
Manipulation performance measures
Costly bespoke information
systems support BSC
Conflict or trade off between BSC
perspectives
Too many performance measures can
distort the benefits
A process to implement balanced scorecard (BSC)
1. A clear vision BSC communicated
2. Demonstration that senior management are committed to the idea
3. Education given to all managers and staff
4. Consultative meetings and presentations
5. Participation encouraged by all staff and management
6. Plan and determine how change needs to occur
7. Implement change
8. Reward and staff appraisal systems modified
9. Review and feedback obtained
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The value for money (VFM) framework (the 3Es)
· Economy (Cheap)
· Efficiency (Quick)
· Effectiveness (Good)
The 6-dimensional performance matrix
Developed by Fitzgerald (1991)
Results
· Competitiveness
· Financial performance
Determinants
· Quality of service
· Flexibility
· Resource utilisation
· Innovation
The performance pyramid
Developed by McNair et al (1990).
Corporate
Vision
Market Financial
Customer Flexibility Productivity
Quality Delivery Cycle Time Waste
Operations
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Financial (ratio) analysis
The objective of financial statements is to provide information to all users of accounts to
help them for decision-making. Note that most users will only have access to published
financial statements.
The use of ratios
· To compare results over a period of time
· To measure performance against other organisations
· To compare results with a target
· To compare against industry averages
Limitations of ratio analysis
A ratio on its own is meaningless, accounting ratios must always be interpreted in
relation to other information. Ratios based on historic cost accounts do not give a true
picture of trends, because of the effects of inflation and different accounting policies.
Investors ratios particularly have a disadvantage, because investment means looking into
the future and the past may not always be indicative of the future. Comparing the
financial statements of similar businesses can also be misleading.
Ratios can be grouped into 3 main areas
1 Performance (profitability) how well has the business done
Return on capital employed
(ROCE)
Profit before interest & tax (PBIT) x 100%
Capital employed (CE)
Operating profit margin
PBIT x 100%
Turnover
Asset turnover
Turnover (number of times)
Total assets
Return on equity (ROE)
Profit after tax, interest & pref share divis x 100%
Shareholder funds (equity)
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2 Position (liquidity) short term standing of the business
Current ratio
Current assets__ (number of times)
Current liabilities
Quick ratio
Current assets inventory (number of times)
Current liabilities
Gearing - equity
Debt capital x 100%
Equity (shareholders funds)
Gearing total
Debt capital________ x 100%
Debt +equity (total capital)
Interest cover
Profit before interest & tax (PBIT) (no of times)
Interest paid
Trade payable days
Trade payables______ x 365 days
Cost of sales (or purchases)
Inventory days
Inventory_ x 365 days
Cost of sales
Trade receivable days
Trade receivable x 365 days
Sales
Working capital cycle
Trade receivable days
+inventory days
trade payable days
=working capital cycle (days)
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3 Potential (investor) what investors are looking at
Earnings per share (EPS)
Profit after tax__
Number of shares
P/E ratio
Share price___
Earnings per share
Dividend yield
Dividend per share x 100%
Share price
Dividend cover
Earnings per share
Dividend per share
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Transfer Pricing
A transfer price is a price charged for goods or services provided internally between
divisions or departments in the same group or company.
The common aims of transfer pricing systems
· Motivate mangers
· Fair performance evaluation
· Promote autonomy
· Goal congruence
· To ensure optimal allocation of resources
Change transfer price Selling Division Buying Division The Group
Increase transfer price Profit increases Profit Decreases No change
Decrease transfer price Profit decreases Profit Increases No change
International aspects to transfer pricing
· Exchange rates
· Import tariffs or quotas
· Taxation
· Worldwide prices and quality
· Other international legislation
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Methods of transfer pricing
Cost based approaches
The pricing of products or services are based on their full or variable (marginal)
production cost per unit.
Two-part tariff (two part charging) system
With a two-part tariff system the buyer is charged:
· A transfer price equal to the seller s variable (marginal) cost
· A fixed charge per period by the seller irrespective of the amount of units sold
Market based approaches
When the external market price is used as a transfer price, a seller will always be
encouraged to sell because they would be indifferent between their charging policy for
internal or external customers.
Dual pricing (or two prices)
Dual transfer pricing means setting one transfer price for the internal seller and another
transfer price for the internal buyer.
· Internal seller The transfer price received set at the external market price.
· Internal buyer The transfer price paid set at the sellers variable (marginal) cost.
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Opportunity cost pricing
Opportunity cost pricing is considered the most mathematically correct way of viewing
transfer pricing. The reason is that it looks at transfer pricing issues from a group not
divisional perspective and therefore promotes goal congruence.
Minimum price for a seller
Maximum price for a buyer
So long as a maximum and minimum price range can be established it indicates that
internal trade should take place, any transfer price set between the range will motivate
both the internal seller and buyer to do so.
Maximum
Price
The lower of?
The external
market price
for the internal
product or service.
The net
realisable value
of the buyers
final product.
Full capacity Spare capacity
Marginal
Cost
Market
Price
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Numerical Skills for
Strategic Evaluation
Chapter
12
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Key summary of chapter
Investment appraisal techniques
· Payback
· Accounting rate of return (ARR)
· Net present value (NPV)
· Internal rate of return (IRR)
Sensitivity analysis
Sensitivity measures the percentage change in a key input e.g. cash inflow or outflow
needed, to make a project break even, in other words to have a project with a zero NPV.
Sensitivity = NPV of project ÷ PV of cash inflow or outflow
Expected values
Expected values calculate an average return or an average financial calculation of some
kind by the assignment of probabilities to the different returns possible. By doing so it
recognises risk, something that may or may not occur.
Limitations of expected values
Expected values are no use for one off decisions
Expected values calculate an average return not an outcome
Expected values rely heavily on probability estimates
Comparing projects of different time periods
The profitability index
A relative measure for a project of the NPV per £ invested.
Profitability index = Present value of cash inflows = decimal
Present value of cash outflows
Equivalent annual value (EAV)
The EAV is a yearly equivalent undiscounted cash-flow (assumed as an annual constant)
calculated using an annuity factor for the life of the project.
EAV (using the annuity approach) = NPV of project
Annuity for the life of the project
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Real Options as a tool for strategic analysis
Note: Complex numerical questions will not be set.
The technique of real options can be used when projects face a high degree of
uncertainty. Real options analysis (ROA) applies put and call option valuation
techniques to capital budgeting decisions, it is an extension of theory derived from the
Black-Scholes model for valuing options, which won the 1997 Nobel prize for
economics.
When applied to investment appraisal, ROA calculates mathematically real options for
such decisions as to contract, abandon, continue, expand or extend the project, it could
also include the decision to switch and divert resources away to other alternative projects
e.g. opportunity cost. ROA is useful for NPV projects because it forces decision makers
to be explicit about the assumptions underlying their projections, it is also increasingly
being applied as a tool for business strategy formulation.
Process by McKinsey & Company
1. Calculate NPV of the project without flexibility.
2. Use scenario planning to identify different parallel universes that may occur.
3. Identify different options that could be exercised over the life of the project.
4. Apply approaches similar to the Black-Scholes model for valuing each option,
Capital rationing
· Soft capital rationing internal or political reasons why funds capped.
· Hard capital rationing external or real reasons why funds are capped.
· Divisible projects can invest in parts of projects.
· Non-divisible projects can only invest in all or none of the projects.
The process of investment decision making
The basic stages are:
· Spend forecast
· Projects identified
· Financially evaluate projects
· Consider qualitative factors
· Best options are chosen and approved
· Monitor and control project
· Deal with risk
· Post completion audit
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