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ANALYSIS OF COMPANYS HISTORY, DEVELOPMENT AND GROWTH
Valkyrie Lighting, an American manufacturer and distributor of lighting products, dominated the market through superior products. The Company, technically advanced and well designed aesthetically was also featured in decorator and office furnishings trade shows with a wide consumer base. The supply chain management maintained a market share of 5% and an operating margin of % within the last two years. Furthermore, the Company operated in three continents basically in Europe, Americas and Asia. Valkyrie Lighting based its production assembly in Denver while its main supplier, Sunshine Products, used a sophisticated production planning system in the States and electronically transmitted to the plant in Taiwan.
INTERNAL STRENGTHS AND WEAKNESSES
Valkyrie Lightings strong points were its superior products with well-designed aesthetics and its advanced use of technology. Their products also featured office furnishings and decorations. The sales employees had good marketing skills to generate enough sales to keep the company busy and evolving. Over the years the company had built up its brand reputation skills for innovative designs, good quality, manufacturing competence, well developed corporate strategy and its human resource was competent enough to handle customer demands in relation to its supply basis.
Inasmuch as these strengths had been established, the Company still had some loose ends that had to be tied up for effective performance and maintenance of their market share. These weaknesses were its obsolete narrow product lines, decline in research and development, inadequate information system, small operating margin, inappropriate Organizational structure and control systems, inventory costs and rising manufacturing costs.
ANALYSIS OF EXTERNAL ENVIRONMENT
Valkyrie Lighting has the opportunity of expanding its core business, manufacture and supply of lighting products, in Europe and Asia. The Companys consideration of expanding in other continents indicates an avenue for growth and development. The company has the potentials to apply its Research and Development skills in new areas and exploit new market segments. Furthermore, there are opportunities to enter new related businesses, diversify into new growth businesses, expand into foreign markets, overcome barriers to entry and integrate vertically.
Consequent to expansion, the Company also has the possibility of facing potential threats like increased fall in barriers to trade entries, foreign competition, increases in domestic operations, change in consumer taste, increase in industry rivalry, new forms of industry competition,, rise in new or substitute products, changes in economic factors, rising labour costs, increase in regional competition, slower market growth, a downturn in economy and demographic factors.
However, we will apply Porters five forces model to analyze the environment Valkyrie Lighting is likely to encounter. The five forces listed below will determine how the Company can position itself to take advantage of opportunities and also overcome or circumvent possible threats.
„h The risk of new entry by potential competitors
„h The degree of rivalry among established companies within the industry
„h The bargaining power of buyers
„h The bargaining power of suppliers
„h The threat of substitute products
Force 1 The Risk of New Entry By Potential Competitors
The risk of new entry depends on the level of entry barriers put in place by the government. This has to do with the size of investments, brand loyalty, costs of customer switch, economies of scale available to competitors, access to input and distribution channels and the opposition offered by existing businesses.
Force The Degree of Rivalry Among Established Companies In The Industry
Competition can exist based on the following factors
„h The level of customers brand loyalty
„h How mature the industry is
„h Purchasing power of buyers
„h Level of existing entry barriers
„h Size of competitors in industry market
Force Bargaining Power Of Buyers
This is determined by the number of buyers/customers the Company will have and the volume of their purchases, the number of Companies supplying same product and their size and the switching costs to available substitutes.
Force 4 Bargaining Power Of Suppliers
Suppliers bargaining power is determined by
„h The uniqueness and scarcity of resource
„h Cost of adopting another resource
„h Number of Industries that have a requirement for the resource
„h Number and size of suppliers
Force 5 Threat Of Substitute Products
The extent of threat from a particular substitute depends on two factors.
„h Willingness of buyers to switch to substitute product
„h Extent to which price of substitute can match industrys product
„h Extent to which substitute can perform with industrys product
EVALUATION OF SWOT ANALYSIS
ANALYSIS OF CORPORATE-LEVEL STRATEGY
ANALYSIS OF GLOBAL-LEVEL STRATEGY
ANALYSIS OF BUSINESS LEVEL STRATEGY
ANALYSIS OF STRUCTURE AND CONTROL SYSTEMS
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