Grand and Generic Strategies

STRATEGIC MANAGEMENT
Generic and Grand Strategies

Generic Strategies
Low-cost
leadership
Differentiati
Focus
on
Types of Grand Strategies
Concentrated Growth Conglomerate Diversification
Market Development Turnaround
Product Development Divestiture
Innovation Liquidation
Horizontal Integration Bankruptcy
Vertical Integration Joint Ventures
Concentric Diversification Strategic Alliances
Consortia
Characteristics of a Concentrated Growth Strategy
Involves focusing resources on the profitable growth of a single

product, in a single market, with a single dominant technology
Rationale - Firm develops and exploits its expertise in a delimited
competitive arena
Determinants of competitive market success
 Ability to assess market needs
 Knowledge of buyer behavior
 Customer price sensitivity
 Effectiveness of promotion
Conditions Favoring a Concentrated Growth Strategy
Firm’s industry is resistant to major technological
advancements
Firm’s targeted markets are not product saturated

Firm’s markets are sufficiently distinctive to
dissuade competitors in adjacent markets from
entering firm’s segment
Firm’s inputs are stable in price and quantity and
available in amounts and at times needed
Firm’s industry is stable
Firm’s competitive advantages are based on efficient

production or distribution channels
Success of market generalists

Strategies of Market and Product Development
Market development
 Consists of marketing present products, often with only
cosmetic modifications, to customers in related market areas by
 Adding channels of distribution or
 Changing content of advertising or promotion
Product development
 Involves substantial modification of existing products or
creation of new but related products
 Based on penetrating existing markets by
 Incorporating product modifications into existing items or
 Developing new products connected to existing products
Specific Options for Selected Grand Strategies
Concentration: Increasing use of present products in
present markets
1. Increasing present customers’ rate of use:
a. Increasing size of purchase
b. Increasing rate of product obsolescence
c. Advertising other uses
d. Giving price incentives for increased use
2. Attracting competitors’ customers
a. Establishing sharper brand differentiation
b. Increasing promotional effort
c. Initiating price cuts
3. Attracting nonusers to buy the product
a. Inducing trial use through sampling, price
incentives, and so on
b. Pricing up or down
c. Advertising new uses
Specific Options for Selected Grand Strategies (continued)
Market Development: Selling present products in new

markets
1. Opening additional geographic markets
a. Regional expansion
b. National expansion
c. International expansion
2. Attracting other market segments
a. Developing product versions to appeal to
other segments
b. Entering other channels of distribution
c. Advertising in other media
Specific Options for Selected Grand Strategies (concluded)
Product Development: Developing new products for present
markets
1. Developing new product features
a. Adapt (to other ideas, developments)
b. Modify (change color, motion, sound, odor, form,
shape)
c. Magnify (stronger, loner, thicker, extra value)
d. Minify (smaller, shorter, higher
e. Substitute (other ingredients, process, power)
f. Rearrange (other patterns, layout, sequence,
components)
g. Reverse (inside out)
h. Combine (blend, alloy, assortment, ensemble;
combine units, purposes, appeals, ideas)
2. Developing quality variations
3. Developing additional models and sizes (product
Innovation Strategy
Involves creating a new product life

cycle, thereby making similar existing
products obsolete
Strategies of Horizontal and Vertical Integration
Horizontal integration
Based on growth via acquisition of one or more similar
firms operating at the same stage of the production-
marketing chain
Involves eliminating competitors, providing acquiring firm
with access to new markets
Vertical integration
Involves acquiring firms
 To supply acquiring firm with inputs - backward integration or
 Are customers for firm’s outputs - forward integration
Vertical and Horizontal Integrations
Textile producer Textile producer
Shirt manufacturer Shirt manufacturer
Clothing store Clothing store
Acquisitions or mergers of suppliers or customer

businesses are vertical integrations
Acquisitions or mergers of competing

businesses are horizontal integrations
Motivations Related to Diversification Strategies
Increase firm’s stock value
Increase growth rate of firm

Investment is better use of funds than using
them for internal growth
Improve stability of earnings and sales
Balance or fill out product line
Diversify product line
Acquire a needed resource quickly
Achieve tax savings
Increase efficiency and profitability

Diversification Strategies
Concentric diversification
Involves acquisition of businesses related to acquiring
firm in terms of technology, markets, or products
Conglomerate diversification
Involves acquisition of a business because it represents a
promising investment opportunity
Primary motivation is profit pattern of venture
Difference between the approaches
Concentric diversification emphasizes commonality
whereas conglomerate diversification emphasizes profits
for each individual unit
Turnaround Strategy
Involves a concerted effort over a

period of time to fortify a firm’s
distinctive competencies, returning it
to profitability
A Model of the Turnaround Process
Turnaround situation Turnaround response
Cause Severity
Retrenchment phase Recovery phase
(operating)
Declini
Intern
ng Cost Efficiency
al
sales reducti maintena
factors
or on nce
margin
s
Recovery
Stability
Low
High
Imminen Entrepreneu
Extern t Asset rial
al bankrupt reducti reconfigurat
factors cy on ion
(strategic)
Divestiture and Liquidation Strategies
 Divestiture strategy
Involves selling a firm or a major component of a firm
Reasons for divestiture
 Partial mismatches between acquired firm and parent firm
 Corporate financial needs
 Government antitrust action
 Liquidation strategy
Involves selling parts of a firm, usually for its tangible asset value
and not as a going concern
The Strategy of Bankruptcy
Two approaches
Liquidation - Involves complete distribution of a firm’s
assets to creditors, most of whom receive a small fraction
of amount owed
Reorganization - Involves creditors temporarily freezing
their claims while a firm reorganizes and rebuilds its
operations more profitably
Advantage of a reorganization bankruptcy
Proactive option offering maximum repayment of a
firm’s debt in the future if a recovery strategy is successful
Corporate Combination Strategies
Joint venture
 Involves establishing a third company (child), operated for the
benefit of the co-owners (parents)
 Strategic alliance
 Involves creating a partnership between two or more
companies that contribute skills and expertise to a cooperative
project
 Exists for a defined period
 Does not involve the exchange of equity
Consortia, Keiretsus, and Chaebols
 Defined as large interlocking relationships between
businesses of an industry
The Top Five Strategic Reasons for Outsourcing
1. Improve Business Focus
2. Access to World-Class Capabilities
3. Accelerated Reengineering
Benefits
4. Shared Risks
5. Free Resources for Other

Purposes

Grand and Generic Strategies

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STRATEGIC MANAGEMENT

Generic and Grand Strategies

Market Development Turnaround

Product Development Divestiture

Horizontal Integration Bankruptcy

Vertical Integration Joint Ventures

Concentric Diversification Strategic Alliances

Involves focusing resources on the profitable growth of a single

Firm’s targeted markets are not product saturated

Firm’s industry is stable

Firm’s competitive advantages are based on efficient

Success of market generalists

Market Development: Selling present products in new

Involves creating a new product life

Shirt manufacturer Shirt manufacturer

Clothing store Clothing store

Acquisitions or mergers of suppliers or customer

Acquisitions or mergers of competing

Increase growth rate of firm

Balance or fill out product line

Diversify product line

Acquire a needed resource quickly

Achieve tax savings

Increase efficiency and profitability

Involves a concerted effort over a

1. Improve Business Focus

2. Access to World-Class Capabilities

5. Free Resources for Other

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