Dit is een samenvatting van alle WPO's van het vak "Bedrijfs-en ondernemingsstrategie" gedoceerd door Fiona Courtens aan de VUB. Hier staan alle oplossingen in alsook de oplossing van opdracht 1 die we diende in te sturen via mail (BCG matrix en SPA).
Inhoudsopgave
1 WPO 1: BCG matrix & Strategic Positioning Analysis...........................................................................2
1.1 Basis concepten............................................................................................................................2
1.2 BCG matrix....................................................................................................................................2
1.2.1 Product life cycle....................................................................................................................3
1.2.2 Question mark.......................................................................................................................4
1.2.3 Stars.......................................................................................................................................4
1.2.4 Cash cow................................................................................................................................4
1.2.5 Dog........................................................................................................................................4
1.2.6 Quadrants: cash position.......................................................................................................5
1.2.7 Link with product life cycle....................................................................................................5
1.3 Investment strategies...................................................................................................................5
1.4 Assessing portfolio........................................................................................................................6
1.5 Alternative use..............................................................................................................................6
1.5.1 Conditions..............................................................................................................................6
1.5.2 Attention: 4 new quadrants for SPA......................................................................................7
1.5.3 Pitfalls....................................................................................................................................7
1.6 Case..............................................................................................................................................8
1.7 Questions....................................................................................................................................10
2 WPO 2: Stakeholder management....................................................................................................10
2.1 Deel 1: Definitie stakeholder management................................................................................10
2.1.1 Introductie...........................................................................................................................11
2.1.2 Stakeholder management....................................................................................................11
2.1.3 Internal stakeholders...........................................................................................................12
2.1.4 External stakeholders..........................................................................................................12
2.1.5 Stakeholder relations management.....................................................................................13
2.2 Deel 2: Het framework van Mitchell, Agle & Wood....................................................................13
2.2.1 Stakeholder identification....................................................................................................13
2.2.2 Stakeholder attributes.........................................................................................................13
2.2.3 Stakeholder classes..............................................................................................................14
2.2.4 Stakeholder in a changing environment..............................................................................15
2.3 Deel 3: Het framework van Savage, Nix, Whitehead & Blair.......................................................15
2.3.1 Stakeholder in a changing environment..............................................................................16
2.4 Deel 4: Praktisch- DHL case & opdracht......................................................................................17
2.4.1 Probleemstelling..................................................................................................................17
1
, 2.4.2 Attributes of stakeholders depending on focal organization...............................................17
2.4.3 Example of other stakeholders and their claims..................................................................18
2.4.4 Attributes of stakeholders depending on focal organization...............................................19
2.4.5 Implementatie.....................................................................................................................19
2.4.6 Opdracht..............................................................................................................................19
3 WPO 3 SWOT analyse........................................................................................................................20
3.1 SWOT: definitie van het concept................................................................................................20
3.1.1 SWOT: definitie en gebruik..................................................................................................20
3.2 Hoe een SWOT analyse uitvoeren..............................................................................................21
3.3 Case: Adidas................................................................................................................................28
BCG is startpunt analyse
Wat is de situatie van het bedrijf vandaag
o Wat is onze positie?
o In welke toestand bevinden onze producten en diensten zich
Goede weergave van je huidige situatie
1.2 BCG matrix
Introduction to the BCG Matrix:
• Developed by Boston Consulting Group (Henderson 1968)
• Qualifies BUs using market share & growth
• Aids companies to analyze product-portfolio
• Connected to experience curve and product life cycle
• Develop invest/divest strategies
Positie bepaalt wat je moet doen met dat product! Bv Nokia die in jaren 90 hoge toppen scoorde met
mobiele telefoon is door ouderwetste technologie uit markt gekegeld door de smartphone = creative
destruction. Dan ga je dus niet meer investeren in dat product omdat het toch zal verdwijnen
2
, Marktaandeel= belang dat product voor totaliteit van bedrijf
Marktgroei= hoe zijn ze gegroeid t.o.v. vorig jaar
Dog: weinig marktaandeel, groei
?: groeit hard maar weinig aandeel. We veronderstellen dat die zal opschuiven naar een ster
Ster: interessantste kwadrant, hoog aandeel en groeit snel
Melkkoe: hoog marktaandeel, product staat al lang in de markt en we verkopen veel maar
we kunnen niet meer klanten vinden bv Nokia gsm. Geven veel cash maar groeien niet meer.
Kunnen mogelijks opschuiven naar dog en dus de markt moet verlaten? Let op! Niet altijd zo,
kan zijn dat je het kan omkeren en er toch groei is denk maar aan vintage kleding!
Tekst in figuren = strategische boodschap. Door positie heb je of nood aan veel cash of kan je
cash vrijgeven. De sterke groeiers hebben nood aan veel cash, investeringen om de groei en
verkoop te realiseren. Hierdoor krijg je omzet. Cash cows moeten gemolken worden, moeten
de cash opleveren die we bij het vraagteken nodig hebben.
geeft inzicht in je producten en welke bewegingen er zijn, welke strategie kunnen we dan best
nemen?
1.2.1 Product life cycle
= S curve
oorsprong= introductie in markt komt overeen met begin van dog fase om dan hopelijk snel naar
vraagteken te gaan en uit te groeien tot een ster. Bij maturiteit in het cash cow kwadrant om dan
terig te eindigen als dog.
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