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• EXPANSION
• DIVERSIFICATION
• How To Identify Businesses That Are
Attractive?
• What Skills Or Assets Will Make Entry
Profitable / Successful?
• What is the Risk?
GROWTH OPTIONS
• Market Expansion
– Selling the Same Product into New Markets
• Product Expansion
– Adding New Products in the Same Industry
Thru Widening Product Scope
• Concentric Diversification
• Expansion into Related Product-Markets
– Adding Similar Products to Same Products to
Related markets.
• Conglomerate Diversification
DIVERSIFICATION
• DEFINED AS "ENTRY INTO NEW
PRODUCT LINES INVOLVING
MARKETS AND PRODUCTS THAT
ARE NEW TO THE DIVERSIFYING
FIRM".
Diversification Alternatives
Product/ Similar New
Market Technlgy Technolgy
Same Horizontal Diversifn
• HIGH FLEXIBILITY
• ACQUISITION
• JOINT VENTURE
• STRATEGIC ALLIANCE
INTERNAL DEVELOPMENT
• CREATES A NEW BUSINESS UNIT IN
THE INDUSTRY
– Faces Structural Entry Barriers
• (Five Forces Model for Analysis)
– Reaction of Incumbent Firms
• (Retaliation -- Severe or Mild)
INTERNAL DEVELOPMENT
• COST OF ENTRY
– Investment in Facilities (Capacity Creation)
– Cost of Distribution Network, Sales Force,
Brand, Advertising, Service
– Technology Costs
– Start up Costs
– Sourcing of Managers/Inputs
COST OF RETALIATION
• Lower Prices (Cost Structure)
• Increase in Marketing Cost
• Warranty Extension
• Longer Credit
• Effect of Entry on the Industry Demand -
Supply Cost Structure
EVALUATION OF ENTRY
DECISION
• Probability of Retaliation Higher if :
– Slow industry Growth
– Commodity Like Product
– High Fixed Costs
– High Industry Concentration
– Strategic Imp. Of Position to Incumbent
– Management Style & Ownership
ATTRACTIVENESS TEST
• Industry in Dis-equilibrium
• Slow or Ineffective Retaliation
– Cost Benefit of Retaliation
– Paternal dominant firm
– Need to Protect Existing Business
• Firm Has Lower Entry Costs(than others
• Ability to Influence Industry Structure
GENERIC ENTRY CONCEPTS
• Reduce Product Cost
• Buy-In With Lower Price
• Differentiate your Offering
• Superior Product
• Discover a New Niche
• Marketing Innovation
ENTRY THRU ACQUISITION
• Does Not Add a New Player
• Speed of Entry
• Synergy
• Evaluation :
– Projected Cash Flow & Cost of Acquisition
– Acquisition Price Determined by Market for
Firms
ENTRY THRU ACQUISITION
• Seller will Sell Only if Bid Above Present
Value
• Sale Only At Premium
• Will Acquisition Change Value
– Synergy ??
– Horizontal Intgn/Market Power
– Vertical Integration
– Strategic
ACQUISTION PROFITABLE
• If Floor Price Low
• Market for Firms Imperfect
• Bidder Has Unique Resources / Ability to
Operate Business & Enhance value
Strategic Alliances
• Joint Ventures
• Minority Equity Stake
• Management Contracts
• Legal Long Term Contracts
• Franchise
Cross Border Alliances:
Motivation
• Access New Markets
• Gain Skills, Technology, Products,
• Share Fixed Costs
• Share Risk (Oil Exploration)
• Access Complementary Products
• Access Skills Not Available in the
Organisation
Asian Firms : Motivation
• Access International Brands
• Access Global Markets
• Access International Financial Markets
• Access Proprietary Technology
Issues in Managing Growth
• Growth Usually Means Starting New Business
• Probability of Failure is High (50-60% Fail)
• Organizational Culture as Barrier – Most Firms
Geared to Mature Businesses with Predictable
parameters; New Business Usually Exploratory
with No Clear Strategy
• Creating Separate Organisations Does Not Always
Help Due to Culture Clash
• Experimentation Key to Evolving Viable Strategy
• Distinct Stages of Business Development
Risks
• Internal Development –
– Clash of Culture & System
• Acquisition –
– Price of Acquisition
– Understanding New Business
– Culture of Acquired Firm
– Integration with Existing Business for Synergy
Risks
• Joint Ventures & Strategic Alliances
– Joint Control
– Complementarities or Overlap?
– Lack of Clarity on Strategic Goals of Two
Partners
Global Experience With Cross
Border Alliances
• 50 % of Alliances Fail
• 75 % End With Acquisition by One Partner
• 75 % of Alliances Where Partners Have
Overlapping Product-market Positions Fail
Causes of failure