a:.uane n+un+t+n:nuonaeu+:a.u lu.+uauauunaea:o |ocluloaueu+t+oo+ane:|nc.

an:ua|nlnc
atosaneoaoe eoeeu IunaIu ?

!. "#$%&' ()"*+,%'
1


u.o|a+:t|cuu|c|n uu ec . +u o+au oo :|a e:oe: t oao : - t oe eu ela
n+ue:uuec |uetuo+a.|a+n|ae:ela|ae:nu:ouu+
au+uana+on|ueo+u.+ atosan tweeIs ? ouoeu|uc:.+ .|a+n|uenna+u
.+.|e:utoeeu - toao:ec+:lauul:..... |uc:|n+uuta:
oa:|a+.|a+n|uc:|uent al.o.+ |n+uu|e:unae ?..........
aa., elau+:ne:oo+a.|a+nnae.au+|e+o+a.|a+noouelau +: ?
nta:|ae:o+a.|a+ntoao: - toeeu |uu|ae:oe:o+a.|a+n|uenlouaauent
u+luaelau+:ec+:
uaIuueIs ?
u+lua o+ao+nuooacne naecne+aacne.e(Strategy) uul:uetuoeeolnu ?
aa., o+nuooacneoe:ela nae o+nuooacnenaoela ?
o, o+nuooacneoe:e:oa+: uu|e: - lu.+t|uue:oanae n+:a+un|aonae
n aalu.+t|uue:oanaen+:a+uoe:a_naeoe:|eoou o+u
aau.+ e:oa te:uoacne aaoeuto+nuooacneoe:uo+a.|a+ntoao: -
toe euoe:e:oaoeu uu|e:........naeaaueonoe e:oa+: .atuo+a.|a+ntoao: -
toeeu oe:u|e: |uetloa+u+aoo+nuooacne (Strategy Formulation)loec+:ooe:uu|e:
nta:uo|uc:auoc:luoon:nuo |ua+uoau.uo+ao+nuooacneuu o+a.|a+n
toao: toeeu |uu|uc:a.unu:naea.u|oc.|n+uu

1
nuaou+aou , u+cn|ucua+uo:+un|ucueaotu+|nc.aau|no oa:|nuun+uaaan.nu+
a+uo:+un|ucueaotu+|nc.aau|no oa:|nuun+ua, o+ane:|nc.an:ua|nlnc

nu+ 2
a:.uane n+un+t+n:nuonaeu+:a.u lu.+uauauunaea:o |ocluloaueu+t+oo+ane:|nc.an:ua|nlnc

na+naoo euo+a.+:auunae.+:oacne+: uu e:oate:atoao: t o
eeuoe:uoeu t:ta+u+ao.+:oacneloec+:ooe: ao+aa|uc:toao: toeeu |n+uu
oc:lu|uc:ue te:ao:|eo+a aaa:ooo.+:eoo.c
oa+.ou.+oacneoe:e:oaoeo+atuan.+:nswoansnaoIueeonsoaeoeu
nnuoae naoIueeons ... nu Ienauwseuneoaautuoeoae naenaoueneeons
uu|e: aa+a+:.|a+nn|a+|aco.+ +a+:|n. nae TOWS Matrix o|nu+ntu+u+o|uu.
uaounou+o.enu: eutn+nlooacnenuuaaneo+uo.c
t: TOWS o c eu+t+o Threats Opprotunities Weaknesses Strengths uo+u+lnco
nu+co: a:ooo.+: |eo+a toeeu toao: TOWS Matrix oe+a+:|n. t:aao:o:
T loao a:ooo.+: o o+cueonn+ne:oaoe:|a+lua+u+aouaaa|u+nu+clo
O loao |eo+a o o+cueono.c|oenuune:oaoe:|a+uaaaa|u+nu+clo
W loao toeeunaetooeco+cue:oano.:nae|nuc.a:l.une:oaoe:|a+uaaaa
|u+nu+c
S loao toao:naeto|ouo+cue:oan|uu.uaooune:oaoe:|a+uaaaa|u+nu+c
lo

S toao: (o+cu) W toeeu (o+cu)
O |eo+a (o+cueo) T a:ooo.+: (o+cueo)

aac:uo+auauua+uouoe:e:uaoeuo+cuaao+cueo|na+uo.c t:on+n|oooa
cne+: n|nu+auouu+ t:oe
1. naone SO nsenaoneeoaoenuIenau loao oacnene:oato.+u|ouao:
o+cut.cua|cout+o|eo+a o o+cueon|uo|eo+an t:noe:oa+:oec+olo.+u|ouao:
o+cu|uena+u+aot.cua|cout+oao+uo+aonae|no+aoaaa:a.oaeu o o+cueolo
o.coun:au aana+ce:oaooacne WO,ST, WT o|uetoau|o+aao+uo+aonta+u+aoo
oacne SO loeouu|e: nu+c.+u.+ |uee:oau.+ueeuaeo+cuotuc+c+uuauua:n
o+cu|ouao:ouaa|uee:oauaauoua:ooo.+: o o+cueo otuc+c+unao|ac:aau:
|o+n+|eo+an|uuoee:oanu+onao|n+ntn+lo
2. naone WO nsenao nee oeeunuIenau loaooac nene: oatuauua:aolo
.+ueeuaeo+cu|oce+cnaet.cua|cout+o|eo+a o o+cueon|uo|eo+an |ua+u+:
a:a:a.oaeu o o+cueoou+oan.+e:oauun+o+cu|e:o|uunu+|aco+cnlue+tloau
ua|cout+o|eo+a o o+cueon|uoo.+:nuoouulo
3. naone ST nsenaone eoaoenuuenooaae loaooacneno.+u|ouao: o+c
uoe:e:oa nao|ac:naeaoneueneuaoe:a:ooo.+: o o+cueouu|e:
4. naone WT nsenaoneeoeeunuuenooaae loaooacnenuoue:.|e:ec+:n
ao euc+c+uao.+ue euaeo+cunloaauc+c+una o|a c:ao+.a.oaeuo+cueono o
o.+:o+unlou+onao e: oaon+o|uooua:ooo.+:o+cueou+ou+caao+cuoeeuae

nu+ 3
a:.uane n+un+t+n:nuonaeu+:a.u lu.+uauauunaea:o |ocluloaueu+t+oo+ane:|nc.an:ua|nlnc

e:oauuotoecuao+uo+ao n u+|uun.:ec+:c : e+tn+lo|uc:o+ae|u enec aeolo
naeluo.ua.uoto+anaeluoe:ceuauaa+c -a-

oasaeIna (TOWS Matrix)atosaneoeeueoaoe
.
uttco+cu
.
.
uttco+cueo .

S eoaoe (naoIu)
1..
2..
3..
4..
5..
W eoeeu (naoIu)
1.
2
3
4.
5..
O Ienau m naouen



1..
2.
3..
4.
5..
oac ne SO toao:(o+cu)
ou|eo+a o o+cueo(o
.+u|ouao :o+cuaa.:
ua|cou t+o|eo+a o+c
ueo)
1
2.
3..
4
5..
oac ne WO t oe eu(o+c
u)ou|eo+a o+cueo(oto
.+ueeuaeo+cu|oct.c
ua|cou t+o|eo+ao+c
ueo)
1..
2.
3..
4..
5..
T uenooaae m naouen



1.
2
3..
4.
5..
oacne ST toao:(o+cu)
oua :o oo.+: o+cueo(o
.+u|o uao :o+cuna o
|a c:a :o oo.+:n+:o+c
ueo)
1..
2..
3..
4..
5..
oacne WT toeeu(o+cu)
oua:ooo.+: o+cueo(ao
.+ueeuaeo+cuaanao
|ac:a:ooo.+:o+cueo)
1.
2..
3..
4..
5..

aena
t+o+a+:|n. nae TOWS Matrix |a+t|nuoeeueeonan 4 oe: e toao: toeeu
|eo+a aaa:ooo.+: a.uoeenaone otu 4 oe: |ouou |oc|e+uttcnaon:4 u+ua+u|o+
o.couloao toao:ou|eo+a toeeuou|eo+a toao:oua:ooo.+: aa toeeuoua:o oo.+:
|ocuoueuuo+an+:+u 8 oueue
1) |ocu|eo+ana+ o+cueoe:oa a:luuoe:|eo+a o+cueo |uuoe

nu+ 4
a:.uane n+un+t+n:nuonaeu+:a.u lu.+uauauunaea:o |ocluloaueu+t+oo+ane:|nc.an:ua|nlnc

2) |ocua:ooo.+:na+ o+cueoe:oaa:luuoe:a:ooo.+:o+cueo|uuoe
3) |ocutoao:naeto|ouna+ o+cue:oaa:luuoe:toao:(o+cu)|uuoe
4) |ocutoeeunaetooecna+ o+cue:oaa:luuoe:toeeu(o+cu)|uuoe
5) tu.+u|ouao:uo+cuou|eo+ano:+uo+cueo|ueua+uou|o+tlouaaue|uu
oacnetoao:(o+cu)ou|eo+ao+cueo n|ocuuaauenloa:luuoe:toao:(o+c
u)ou|eo+a o o+cueo
6) tu.+ueeuaeuo+cuou|eo+ano:+uo+cueo|ueua+uou|o+tlouaaue|uu
oacnetoeeu(o+cu)ou|eo+ao+cueo n|ocuuaauenloa:luuoe:toeeuou
|eo+ao+cueo
7) tutoao:o+cuoua:ooo.+:o+cueo|ueua+uou|o+tlouaaue|uuoacneto
ao:(o+cu)oua:ooo.+:o+cueo n|ocuuaauenloa:luuoe:toao: (o+cu)
oua:ooo.+:o+cueo
8) tutoeeuo+cuoua:ooo.+: o+cueo |ueua+uou|o+tlouaaue|uuoacneto
eeu (o+cu)oua:ooo.+:o+cueon|ocuuaauenloa:luuoe:toeeu (o+cu)
oua:ooo.+: o+cueo

oaeoaeoasaeIna (TOWS Matrix)neuauatuueInweasmautuuoaeoaeoee
usuneanasanenue

.
. uttco+cu
.
.
uttco+cueo .

.
S eoaoe (naoIu)
1. Current Ratio |uuou 2.52
2. Profit margin |uuou 6.94
3. o.o+a:toe:uuo:+ua:

4. uauu IT nu
5. Market share |uuouaeca 24
W eoeeu (naoIu)
1. ona+coc:lutu
2. o+a:uaaoa: aeca 74
3. o+oauuo+aua n+a|o :c ne
+aa
4. +ot+c R&D |uuouaeca 31
5. a+:.at :t Dealer lu u uaa ne
o+u
O Ienau m naouen



1. uo+aa.ua+oo+cueo


2. uu|aeoe+n+a|ua+n.:a o
o+uu+oou
3. a+ouu+|u u Free market
aa.
4. .+u e:o+ae+n+a|na.
aatu|uuouaeca 10 eu
oac ne SO t oao :(o+cu)o u
|eo+a o o+cueo(o .+u|o u
ao :o+cuaa.:ua|cou t+o
|eo+a o o+cueo)
1. e:u ua une+n+auo u o+u
(S1, S5, O1)

2. aa +:|a::+ul. n uua| n
a+ooe:|a+ (S2, S5, O5)
3. uu+t u/e+n+a|na.|u ea o
o+uouonuouu+ (S3, O2)
4. n + Joint venture |u etot+nu +c
t u/e+n+a|na.lun n .o u o+
(S1, S5, O3)
oac ne WO t oe eu(o+cu)o u
|eo+a o o+cueo(oto.+ueeuae
o+cu|oct.cua|cou t+o|eo+a o
o+cueo)
1. n + Joint venture |u etot +nu +c
t u/e+n+a|na.uo u o+oa| c:
(W3, O1)
2. uu+ua oon ou onu ouu
u+au (W1, O2, O4)




nu+ 5
a:.uane n+un+t+n:nuonaeu+:a.u lu.+uauauunaea:o |ocluloaueu+t+oo+ane:|nc.an:ua|nlnc

.
. uttco+cu
.
.
uttco+cueo .

.
S eoaoe (naoIu)
1. Current Ratio |uuou 2.52
2. Profit margin |uuou 6.94
3. o.o+a:toe:uuo:+ua:

4. uauu IT nu
5. Market share |uuouaeca 24
W eoeeu (naoIu)
1. ona+coc:lutu
2. o+a:uaaoa: aeca 74
3. o+oauuo+aua n+a|o :c ne
+aa
4. +ot+c R&D |uuouaeca 31
5. a+:.at :t Dealer lu u uaa ne
o+u
5. u o+an +a+ Free Trade
Agreement oua+ooe:|a+
(S1, S5, O3)
T uenooaae m naouen



1. a+clot+oe+n+a|u uouaec
a 1 eu|n+uu

2. a u+oe: ao :u a+co+a TV
ae:a+oecaeca 27.4
3. |au_otuouo+uluuu:
4. oau e:uaat t|u uocn lu
cecaa+c
5. +|:uo+a:.
oacne ST toao:(o+cu) oua :
o oo.+: o o+cueo(o.+u|o u
ao :uo+cuna o|a c:a :o oo.+:
n+:o+cueo)
1. uu+a+co+a TV nu ouu+
ao:ou (S1, S5, T2)

2. uu+uaatoon a tu/e+n+a
|na.nu n|u uocn c ecaa+clo
(S1, T4)
oac ne WT toeeu(o+cu)oua :o o
o.+: o o+cueo(ao.+ue euae
o+cuaana o|a c:a :o oo.+:n+:
o+cueo)
1. uoao+uuaoeuo+an lu aa+:ua
o +laue oo u o+nu :|a c (W3, T3,
S5)
2. oat+co+aa:n uluua e+n+an
uotu/e+n+a|na.o.c (W5, T1)

tuanuaooeenasuaueeooae uatnounseuausnunuuntweInIoauaooIu
nasnanuonaone oneauosnseoneaentuuIuIo (Alternative Strategies) tnauu oeu
IonsuaunasootaenaanaoneIo oneauosnseoneaeIoonuo aanuIoaanaone
nnoneauosnseoneaeIuoasaeIna (TOWS Matrix) uennuateaIuIonenuo veaua
naenasnanuonaone oneauosnseoneaeetuuentseenueoaenan
oaeoaetou tueeeonsunenuaanswoansuooaaawseueeoeanuaouao
nmnnseuauaoaaa (tuueoaoenaoIu) aoue oeanu aonIaaaeIeIuIoaao oo aIun o
aweuannaelue+ttaue:.+ue:o+aoe:uaun|a+lo (|uua:ooo.+: o o+cueo) |ouu
aa.o:e:ooau.uo+a Forward Integration o+nuooacnena ecne+aanaecne.e ST
eeou+nae|ueuaunuo+a:o+aua|naeu+o (|uutoeeuo+cu) aaea+noaaunaoo
o+a:uaauouceoo+caao+lano+a:uaau (a:ooo.+: o o+cueo) |ouuaa.oau.u
o+a Concentric Diversification ou+to.co+nuooacnenaecne+aanaecne.e WTloec+:u
uaaneo+uaauaa.o+ato+a+:|n. (TOWS Matrix) luuu+euue:o+nuonu+cnoo
naee:t+|u+|t+t:nooe:a:lu.+ela |u uec+:la |ueela -a- n:c:e:u +|e+ o+a
|ncu S1,O2 t+o+a+:|n. |o+lua.uuo+aut+ao+o+nuooacnenaecne+aanaecne
.eo.c |ua+o+a|ncu|na+utu:ueon|a+alo.+ Alternative Strategies n|a+lou+uuu.+u|uu

nu+ 6
a:.uane n+un+t+n:nuonaeu+:a.u lu.+uauauunaea:o |ocluloaueu+t+oo+ane:|nc.an:ua|nlnc

u+ec+:u|naaua|uc:onta:o+a|ncunaeo+auaouuttc+: |na+u u.eo+ana+o
na+cu+o uoua|uc: +a+:|n. (TOWS Matrix nae The Threats- Opportunities- Weaknesses-
Strengths t:|a+uo|acoou|ocn.lu.+ a.en nae SWOT Analysis naeo+a.|a+ntoeeuto
ao:) n+oac:u The Strategic Position and Action Evaluation (SPACE) Matrix nn+|uacu|ncu|uu
oa+u aau The Boston Consulting Group (BCG) Matrix t :|a+atoua uoe:+a+: Stars, Cash
cows, Dogs, Question marks aac:u The Internal External (IE) Matrix etc. |u uu a |u e:t+o
u.o|a+oeuo+a.|a+ntoeeutoao: (....aa.ooeuaoao:l. |tc |ouuu) o|acoeeu+u+
|auea|ae: TOWS Matrix aao+auacoo|uu.ec+: a.uo+a.|a+nauueuo|nu+auou
oaoeu |uuoao lu aate:u+luaoau.uo+aoauteoneonu:.+toautooa
c ne c ne+aa na ec ne. e ot :t|nu+aun a o elut :oec |a e:oe:+a+:|n. (TOWS
Matrix)l.a|uc:|n+u


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