22 Jun Analyze the company’s history,
Analyze the company’s history, development, and growth
o A convenient way to investigate how a company’s past strategy and structure affect it in the present is to chart the critical incidents in its history – that
is, the events that were the most unusual or the most essential for its development into the company it is today
o Some of the events have to do with its founding, its initial products, how it makes new-product market decisions, and how it developed and chose functional
competencies to pursue. Its entry into new businesses and shifts in its main lines of business are also important milestones to consider
2. Identify the company’s internal strengths and weaknesses – (Strength, Weaknesses, Opportunity, and Threats) SWOT analysis
o Use all of the incidents you have charted in the historical profile to develop an account of the company’s strengths and weaknesses as they have emerged
historically
o Examine each of the value creation functions of the company, and identify the functions in which the company is currently strong and currently weak
? Some companies might be weak in marketing; some might be strong in research and development
? Make lists of these strengths and weaknesses
3. Analyze the external environment – identify environmental opportunities and threats
o Here you should apply all information you have learned to analyze the environment the company is confronting. Which factors in the macroenvironment will appear
salient depends on the specific company being analyzed. However, use each factor in turn (for instance, demographic factors) to see whether it is relevant for the
company in question
o Having done this analysis, you will have generated both an analysis of the company’s environment and a list of opportunities and
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