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CIE A-Level Business Studies Notes

6.2.1 Developing Business Strategy

Introduction to Business Strategy

Business strategy is the plan of action designed to achieve specific long-term aims. It forms the core of how a business plans to succeed, focusing on understanding and adapting to the ever-changing business environment. Effective strategic management encompasses not just the formulation of strategy but also its analysis, choice, and implementation.

Strategic Management

Strategic management is a systematic approach to aligning a company with its objectives. It consists of several key steps:

Analysis

  • Internal Analysis: Involves assessing the company's resources, capabilities, and competencies.
  • External Analysis: Focuses on understanding market trends, customer needs, and competitor strategies.

Choice

  • Strategy Formulation: Developing various strategic options based on the analysis.
  • Decision-Making: Selecting the most suitable strategy considering the company's strengths and market opportunities.

Implementation

  • Execution: Applying the chosen strategy in a coordinated manner.
  • Monitoring: Continuously assessing the strategy's effectiveness and making adjustments as needed.
A diagram illustrating three steps of strategic management

Image courtesy of springer

Approaches to Business Strategy

Different strategies and analytical tools are employed to develop and implement business strategies:

Blue Ocean Strategy

  • Seeks to create new market space ('blue oceans') rather than competing in existing markets ('red oceans').
  • Encourages innovation to offer unique value propositions.
A table comparing red ocean strategy with blue ocean strategy

Image courtesy of blueoceanstrategy

Scenario Planning

  • Involves creating detailed, imagined scenarios of possible future states.
  • Assists in preparing for various potential future challenges and opportunities.
A diagram illustrating scenario planning

Image courtesy of educba

SWOT Analysis

  • Strengths: Identifies what an organisation does best internally.
  • Weaknesses: Recognises internal areas that need improvement.
  • Opportunities: External factors that the organisation can capitalise on.
  • Threats: External challenges that the organisation needs to be prepared for.
A table illustrating SWOT analysis

Image courtesy of wordstream

PEST Analysis

  • Examines external factors in four categories: Political, Economic, Social, and Technological.
  • Helps in understanding broader market trends and influences.
An infographic illustrating retail PEST analysis 2023

Image courtesy of lisagoller

Porter's Five Forces

  • A tool for understanding the forces shaping industry competition:
    • 1. Competitive Rivalry: The intensity of competition among existing competitors.
    • 2. Supplier Power: The bargaining power of suppliers.
    • 3. Buyer Power: The influence of customers.
    • 4. Threat of Substitution: The likelihood of customers finding alternative solutions.
    • 5. Threat of New Entry: The ease with which new competitors can enter the market.
A diagram illustrating Porter’s Five Forces

Image courtesy of thecimastudent

Core Competence Framework

  • Focuses on identifying and leveraging a company’s key strengths.
  • Helps in differentiating from competitors by building on unique capabilities.
A diagram illustrating core competencies

Image courtesy of wallstreetmojo

Ansoff Matrix

  • A strategic tool for identifying company growth opportunities:
    • Market Penetration: Increasing market share in existing markets.
    • Market Development: Entering new markets with existing products.
    • Product Development: Introducing new products to existing markets.
    • Diversification: Entering new markets with new products.
A diagram illustrating Ansoff Matrix

Image courtesy of heartofcodes

Force Field Analysis

  • Evaluates the forces driving and restraining change.
  • Useful for understanding the dynamics of organisational change.
A diagram illustrating force field analysis

Image courtesy of certaintysoftware

Decision Trees

  • A decision support tool that uses a tree-like graph of decisions and their possible consequences.
  • Helps in evaluating the potential outcomes of a decision, factoring in risks, costs, and benefits.
A diagram illustrating a decision tree

Image courtesy of AQA

Importance of Business Strategy

A well-crafted business strategy is essential for several reasons:

  • 1. Direction and Focus: Provides a clear roadmap for the future.
  • 2. Resource Allocation: Ensures efficient use of resources.
  • 3. Competitive Advantage: Helps in identifying unique value propositions.
  • 4. Risk Management: Aids in anticipating and preparing for potential threats.
  • 5. Performance Measurement: Establishes benchmarks for assessing progress.

Conclusion

In summary, developing a business strategy is a multifaceted process that requires a deep understanding of both the internal workings of the organisation and the external business environment. By employing various strategic tools and approaches, businesses can create a roadmap for success, adapting to changes and seizing opportunities in the market. This strategic planning is not just about making decisions but about envisioning the future and positioning the organisation to thrive in the face of challenges and competition.

FAQ

SWOT Analysis is effectively utilised in strategic planning by providing a structured approach to evaluate a company's internal strengths and weaknesses, and external opportunities and threats. This analysis helps in aligning the company’s resources and capabilities with the external environment. Effective use of SWOT involves not just listing these factors but also critically analysing how they interact. For example, a company might leverage its strengths (like a strong brand) to capitalise on external opportunities (like a growing market), or it might use its strengths to counteract external threats (like new regulations). Similarly, understanding weaknesses helps in developing strategies to improve them or to mitigate their impact. The key to effective SWOT Analysis lies in integrating its findings into strategic decision-making, ensuring that strategies are both realistic and ambitious.

Understanding Porter's Five Forces is crucial for business strategists as it provides a comprehensive framework for analysing industry structure and competitive forces. The five forces – competitive rivalry, threat of new entrants, threat of substitute products, bargaining power of buyers, and bargaining power of suppliers – determine the intensity of competition and profitability within an industry. By analysing these forces, strategists can identify the strengths and weaknesses of their business in the context of the wider industry. This understanding helps in crafting strategies that exploit favourable forces and mitigate adverse ones. For instance, if the threat of new entrants is high, a business might focus on building strong brand loyalty or achieving economies of scale to raise barriers to entry. Porter’s Five Forces model is thus integral to strategic planning as it helps businesses anticipate and respond effectively to competitive pressures.

Force Field Analysis is a tool used in strategic planning to understand what factors are driving or restraining a change. The key components of this tool are identifying the 'driving forces' that are encouraging change and the 'restraining forces' that are hindering it. For effective use, a business must first clearly define the change or goal in question. Then, the team identifies and lists all the forces for and against the change. This includes internal factors like employee attitudes or resource limitations, and external factors like market trends or regulatory changes. By analysing these forces, a company can develop strategies to strengthen the driving forces and weaken or remove the restraining forces. This tool helps in visualising the complexity of change management and aids in developing more effective strategies for implementing change.

The Ansoff Matrix is significant in strategic planning as it provides a clear framework for businesses to consider their growth strategies. This matrix outlines four different growth strategies: Market Penetration, Market Development, Product Development, and Diversification. Each strategy varies in risk and potential reward. For example, Market Penetration focuses on increasing sales of existing products in existing markets, which is generally lower risk. Market Development and Product Development involve either new markets or new products, carrying moderate risk. Diversification, which involves new products in new markets, is the riskiest strategy. The Ansoff Matrix helps businesses evaluate these options in the context of their resources, market conditions, and overall objectives. It aids in identifying the most appropriate growth strategy, whether it is building on existing strengths or exploring new opportunities.

Scenario planning is a strategic planning tool that assists businesses in preparing for possible future scenarios. This process involves creating detailed, plausible visions of different futures based on various influences like economic trends, technological advancements, or social changes. By envisioning these diverse scenarios, a company can develop flexible strategies that are resilient to various future states. For example, a company might create scenarios based on differing levels of market growth, regulatory changes, or competitive actions. These scenarios help in identifying potential opportunities and risks, allowing the company to devise contingency plans. This approach ensures that the company is not caught off guard by unforeseen developments, but rather, is prepared with adaptable strategies. It also encourages innovative thinking by challenging the status quo and exploring alternative futures, leading to more robust strategic decision-making.

Practice Questions

Explain how the Core Competence Framework can be used by a company to gain a competitive advantage. Provide an example to support your explanation.

A company can use the Core Competence Framework to identify and leverage its unique strengths and capabilities, which are difficult for competitors to imitate. By focusing on these core competences, the company can develop a distinctive competitive advantage. For instance, a tech company might possess a core competence in innovative software design. By continuously investing in and developing this area, the company can offer advanced and unique software solutions that stand out in the market. This not only attracts a loyal customer base but also establishes the company as a leader in innovation within its industry. This approach ensures long-term competitive advantage by continually evolving and strengthening the core competences that define the company's uniqueness in the market.

Describe the concept of Blue Ocean Strategy and discuss how it differs from traditional competitive strategies.

Blue Ocean Strategy is about creating new market spaces or "blue oceans," rather than competing in existing markets, known as "red oceans." Traditional competitive strategies focus on battling competitors in established markets, often leading to price wars and decreased profit margins. In contrast, Blue Ocean Strategy encourages innovation and value creation, aiming to make competition irrelevant. Instead of fighting over existing demand, it focuses on creating new demand and tapping into uncharted markets. This strategy involves redefining market boundaries, which allows a company to break free from intense competition and enjoy high growth and profits in a new, uncontested market space.

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