Chapter 3 External Assessment
Chapter 3 External Assessment
THE EXTERNAL
Presentation 2023
ASSESSMENT
Organization A
Describe how to conduct an external
strategic-management audit
02 Social, Cultural,
Demographic, and Natural
Environmental Forces
Forces 04 Technological
Forces
05 Competitive
Forces
The Process of
Performing an External
Audit
To perform an external audit:
01
Important to achieving long-term and annual objectives
02
Measurable
03
Applicable to all competing firms
04
Hierarchical in the sense that some will pertain to the
overall company and others will be more narrowly focused
on functional or divisional areas
The Industrial
Organization (I/O) View
➢ The Industrial Organization approach to competitive
advantage advocate that external (industry) factors
are more important than internal factors in a firm
achieving competitive advantage.
➢ Local, state, and federal laws; regulatory agencies; and special groups
can have major impact on the strategies of small, large, for-profit,
and nonprofit organizations.
➢ The internet has changed the very nature of opportunities and threats
by altering life cycles of products, increasing speed of distribution,
creating new products and services, erasing limitations of traditional
geographic markets, and changing the historical trade-off between
production standardization and flexibility.
Technological Forces
Time Series
➢ A time series analysis looks at historical data and how
various variables have interacted with one another in the
past. These statistical relationships are then extrapolated
into the future to generate forecasts along with confidence
intervals to understand the likelihood of the actual
outcomes falling within that scope. As with all forecasting
methods, success is not guaranteed.
Forecasting Tools
Delphi Method
➢ The Delphi method of forecasting involves consulting
experts who analyze market conditions to predict a
company's performance.
➢ A facilitator reaches out to those experts with
questionnaires, requesting forecasts of business
performance based on their experience and knowledge. The
facilitator then compiles their analyses and sends them to
other experts for comments. The goal is to continue
circulating them until a consensus is reached.
Forecasting Tools
Market Research
➢ Market research is essential for organizational planning. It
helps business leaders obtain a holistic market view based
on competition, fluctuating conditions, and consumer
patterns. It’s also critical for startups when historical data
isn’t available. New businesses can benefit from financial
forecasting because it’s essential for recruiting investors
and budgeting during the first few months of operation.
Forecasting Tools
Performance metrics
➢ When developing a business forecast, managers should be aware
of their company’s performance indicators. Performance metrics
are essential for monitoring your company’s performance and
revenue. This will help you determine which aspects of your
business need more attention in order to grow.
Organization Chart
➢ An organization chart should do more than simply list your
current staffing needs. If your business will need more
employees in the next year or two, it’s important to forecast
those needs to help set benchmarks for determining when
you will need to hire additional workers in time to train
them and get them online. A small business with only a
handful of employees might forecast when it will need to
departmentalize, having dedicated marketing, finance,
human resources, information technology and sales
departments or managers.
Forecasting Tools
Competitive 02 Weight
Performance
Matrix: KEY 03
COMPONENTS Rating
➢ Now that we have our critical success factors defined and their
importance it’s time to assign a score to each one to show how well a
company for each factor.
➢ • 4 – minor strength
➢ • 3 – minor strength
➢ • 2 – minor weakness
➢ • 1 – major weakness
Total Score
➢ The final step to completing your CPM is to add values of all critical
success factors for each competitor. Doing this will give you a total
score for each competitor.
CPM: Key Components
➢ The company with the highest total score is the company that is
strongest in the marketplace (relative to the other competitors). The
bigger the score differential between one company and another, the
bigger the competitive advantage.
Market Resource
Commonality Similarity
➢ The number and ➢ The extent to which the type
significance of markets and amount of a firm’s
that a firm competes in internal resources are
with rivals comparable to a rival
The Five-Forces Model of Competition
The Five-Forces
Model of
Competition
1. Identify key aspects or elements of each
competitive force that impact the firm
competition
undifferentiated
The Five-Forces Model
Of Competition
5. Bargaining power of customers
O R G A N I Z A T I O N A :
S a b r o s o , A n g o t , S u i c o , D a g a n d a r a , N a r v a s a , E s t r e l l a , S a q u i n ,
R o s a u r o , U y , P a l l e g a , M a g a l l a n e s , P o r d e l l i z a , a n d S a b a n i c o