Table Of Contents
Acknowledgments ix About the Authors xi Chapter 1 The Role of Analysis in Business Management 1 The Increasing Need for Effective Analysis 7 Concluding Observations 9 Chapter 2 The Analysis Process 13 What Is Analysis? 16 Chapter 3 BCG Growth/Share Portfolio Matrix 23 Description and Purpose 23 Link to the Experience Curve 24 Link to the Product Life Cycle 25 Combining the Experience Curve and Product Life Cycle 26 Strengths 29 Weaknesses 30 How to Do It 32 Case Study: Google as Viewed in a BCG Portfolio Planning Matrix 39 Chapter 4 Competitor Analysis 45 Description and Purpose 45 Strengths 47 Weaknesses 47 How to Do It 48 Case Study: Chinese Mobile Phone Market 59 Chapter 5 Driving Forces Analysis 63 Description and Purpose 63 Strengths 64 Weaknesses 65 How to Do It 66 Case Study: Driving Forces in the Digital Music Market 75 Chapter 6 Financial Ratios and Statement Analysis 81 Description and Purpose 81 Basic Concepts Underlying Financial Ratio and Statement Analysis (FRSA) 81 Components of Financial Statements 82 Assessing the Appropriateness of Ratios 83 Strengths 84 Weaknesses 84 How to Do It 86 Activity or Efficiency Ratios 87 Leverage or Solvency Analysis Ratios 90 Liquidity Analysis Ratios 91 Profitability Analysis Ratios 93 Other Analysis Ratios: Capital Market or Shareholder Returns 95 Methods of Ratio or Measure Comparison 98 Consolidation and Segmented Analysis 102 Case Study: FRSA of the Three Large North American Warehouse Clubs 104 Chapter 7 Five Forces Industry Analysis 109 Description and Purpose 109 Threat of New Entrants 111 Bargaining Power of Suppliers 112 Bargaining Power of Buyers 113 Threat of Substitute Products or Services 114 Degree of Rivalry Among Existing Players 115 Strengths 116 Weaknesses 117 How to Do It 118 Case Study: Applying the Five Forces Model to the U.S. Passenger Airline Industry 120 Case Study: Applying the Five Forces Model to the Global Pharmaceutical Industry 123 Chapter 8 Issue Analysis 127 Description and Purpose 127 Strengths 129 Weaknesses 130 How to Do It 131 Examples of Issue Analysis in Practice 144 Chapter 9 Product Life Cycle Analysis 147 Description and Purpose 147 Strengths 156 Weaknesses 157 How to Do It 158 Case Study: Apple’s Product Life Cycles and Growth Potential from the iPod to the iPad 163 Endnotes 165 Chapter 10 Scenario Analysis 167 Description and Purpose 167 Methods for Generating Scenarios 168 Strengths 172 Weaknesses 173 How to Do It 174 Case Study: Scenarios for Traditional and Emerging Forest Products Enterprises 179 Endnotes 184 Chapter 11 Macroenvironmental (STEEP/PEST) Analysis 187 Description and Purpose 187 Strengths 191 Weaknesses 192 How to Do It 193 Case Study: STEEP Analysis of the Life and Death of Brands 197 Chapter 12 SWOT Analysis 199 Description and Purpose 199 Strengths 202 Weaknesses 202 How to Do It 204 Case Study: Lockheed Martin Corporation 213 Endnote 222 Chapter 13 Value Chain Analysis 223 Description and Purpose 223 Strengths 229 Weaknesses 230 How to Do It 231 Case Study: Value Chain Analysis of Walmart Stores 242 Chapter 14 Win/Loss Analysis 249 Description and Purpose 249 Strengths 250 Weaknesses 252 How to Do It 254 Win/Loss Case Study: Email Marketing Solutions 260 Index 263
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