analysis - special libraries association · pdf fileintroductory case study: ... kits/kiqs for...
TRANSCRIPT
The Intelligence Collaborative http://IntelCollab.com #IntelCollab
Powered by
#SLACID #SLA2014
Analysis
“Quick Takes”
SLA Presentation
October 15, 2014
Derek Johnson
The Intelligence Collaborative http://IntelCollab.com #IntelCollab
Powered by
#SLACID #SLA2014
1. Brief Introduction to Four (4) Analysis Techniques:
Issues Analysis
Scenario Analysis
SWOT Analysis
Win/Loss Analysis
2. Acknowledgements
Agenda
The Intelligence Collaborative http://IntelCollab.com #IntelCollab
Powered by
#SLACID #SLA2014
As Chief Executive Officer and Managing Director –
Worldwide Services of Aurora WDC, Derek Johnson
spends most of his time guiding the overall strategy of the
business and directing the firm’s external consulting
opportunities with clients. Prior to this promotion in March
2010, he served the prior seven years as Chief Operating
Officer and Director of Research with the firm.
Prior to joining Aurora in 2003, Mr. Johnson was in the
Investment Management industry as an account and
portfolio manager. He served as Wisconsin’s SCIP chapter
co-chair from 2007-2009 and remains on the steering
committee, was Program Chair of the 2009 SCIP
International Conference, and is a SCIP Catalyst Award
recipient. He is also a Chartered Financial Analyst (CFA),
with this designation conferred upon him in 2001.
Chief Executive Officer
@dljalpha
The Intelligence Collaborative http://IntelCollab.com #IntelCollab
Powered by
#SLACID #SLA2014
Analysis Frameworks
At its most basic definition, an analysis
framework is problem solving tool. It is
a way in which information can be
assessed and analyzed in a particular
context to solve a specific issue.
Not all frameworks are created equally,
and not all frameworks are appropriate
to answer any strategic question. The
framework used to assess data should
match the issue.
The Intelligence Collaborative http://IntelCollab.com #IntelCollab
Powered by
#SLACID #SLA2014
Issues Analysis
The Intelligence Collaborative http://IntelCollab.com #IntelCollab
Powered by
#SLACID #SLA2014
Outline Issue Analysis
Introductory case: McDonald’s issues
Overview
Advantages
Limitations
Process for Applying the Method
Complimentary Analysis Methods
The Intelligence Collaborative http://IntelCollab.com #IntelCollab
Powered by
#SLACID #SLA2014
McDonald’s was founded in 1940 by businessman Ray Kroc and is now headquartered in Oak Brook, Illinois.
McD’s faces a variety of external challenges, some like nutrition concerns, employment, global growth have become “issues.” Many of these issues are listed and described in some detail at: www.mcspotight.org
Already facing increased competition from formidable rivals like Subway and fighting to grow market share on many fronts, it now has government policy makers, activist groups and regulators in many countries putting the company in their sights and want to restrict its discretion to operate.
Introductory Case Study: McDonald’s Issues
The Intelligence Collaborative http://IntelCollab.com #IntelCollab
Powered by
#SLACID #SLA2014
A Current, Strategic Issue for McDonald’s
The Intelligence Collaborative http://IntelCollab.com #IntelCollab
Powered by
#SLACID #SLA2014
What legitimate criticisms is McD’s receiving from its key stakeholders?
In which countries are laws or rules changing that impact McD’s operations?
Are there laws or regulations changing anywhere around the globe that can reduce McD’s discretion to operate?
Relative to identified issues, which groups support us? Which ones oppose us?
What institutional arenas do we need to be active in to influence public policy making?
What actions should McD’s be taking to level the competitive “playing field level?”
Introductory Case Study: KITs/KIQs for McD’s Using Issue Analysis
The Intelligence Collaborative http://IntelCollab.com #IntelCollab
Powered by
#SLACID #SLA2014
Process:
Before an issue can be analyzed, it has to be identified.
Three tasks are precursors to issue analysis:
- Identifying issue categories
- Identifying their source
- Assessing their evolutionary development
Information-search techniques for identifying issues:
- Content analysis
- Scenario development
- Survey techniques
The Intelligence Collaborative http://IntelCollab.com #IntelCollab
Powered by
#SLACID #SLA2014
Scenario Analysis
The Intelligence Collaborative http://IntelCollab.com #IntelCollab
Powered by
#SLACID #SLA2014
A scenario is a detailed, consistent description of what the future may look like and is based on a set of assumptions that are critical for an economy’s, industry’s, or technology’s evolution.
Scenario analysis is a structured way of developing multiple scenarios that address two common decision-making errors —under-prediction and over prediction of change.
The overall purpose of scenario analysis is to build a shared baseline for strategic thinking and provide strategic early warning.
Short Description
The Intelligence Collaborative http://IntelCollab.com #IntelCollab
Powered by
#SLACID #SLA2014
Is the industry an attractive one for us to enter or to remain in?
What technology platforms will be dominant in 5-10 years?
Will personal computing be done primarily by mobile telephony, or other means in the next decade?
What new applications and uses can be found for our current products and services?
Can/How can our company influence the industry forces that are reducing our profits?
Some KITs/KIQs for Using Scenario Analysis
The Intelligence Collaborative http://IntelCollab.com #IntelCollab
Powered by
#SLACID #SLA2014
Follows systematic and recognizable phases.
The process is highly interactive, intense and imaginative.
Phases of Scenario Development:
Process for Applying the Technique
The Intelligence Collaborative http://IntelCollab.com #IntelCollab
Powered by
#SLACID #SLA2014
Founded by Bill Gates and Paul Allen in 1975, Microsoft is one of the most successful computing-industry companies of the last 3 decades.
It has seen 3 major shifts occur, all of which it successfully navigated from the front: 1) MS-Dos, 2) Windows, 3) Office Suite.
Today, it faces a new breed of challenges and rivals, from large rivals like Google, Linux, Apple, open sources, the cloud, and its own momentum.
What will the future look like for Microsoft? Will it still lead in 10 years?
Introductory Case: The Future for Microsoft
The Intelligence Collaborative http://IntelCollab.com #IntelCollab
Powered by
#SLACID #SLA2014
SWOT Analysis
The Intelligence Collaborative http://IntelCollab.com #IntelCollab
Powered by
#SLACID #SLA2014
Opportunities:
Chances to make greater profits, attractive factors that offer reasons for the organization to develop
Threats:
Elements in the environment that could
cause trouble for the business.
Strengths :
Characteristics of the business or a team that give it an advantage over others in the industry.
Weaknesses:
Characteristics that place the firm at a disadvantage relative to others.
Background: The 4 Elements
The Intelligence Collaborative http://IntelCollab.com #IntelCollab
Powered by
#SLACID #SLA2014
SWOT forces managers to better understand the factors that can have the greatest impact on an organization’s performance.
These factors are the organization’s strategic issues - existing either inside or outside the organization that are likely to have a major impact on the firm’s ability to meet its competitive
Constant review of strengths, weaknesses, opportunities and threats is required as issues evolve, change.
Strategic Rationale
The Intelligence Collaborative http://IntelCollab.com #IntelCollab
Powered by
#SLACID #SLA2014
Factors over which you have more control
Factors that you have less control over
Strengths: Advantages that make an organization more competitive than peers. Beware of internal biases- stick to the facts
Opportunities: A situation in the external environment (trend or overlooked need) that supports the demand for a product/svc. that could enhance position
List and Evaluate
Weaknesses: Area where organization performs poorly, has inferior capabilities and will keep it from achieving its objectives
Threats: Unfavorable situation, trend or change in external environment that threatens organization’s ability to compete (barrier or constraint)
The Intelligence Collaborative http://IntelCollab.com #IntelCollab
Powered by
#SLACID #SLA2014
The ABC Bank is one of the more conservative banks in Hong Kong.
Advantages: deals only with inter-banking and corporate banking. Has no bad debts, and is flush with cash.
Disadvantages: It remains very low profile within the HK market.
Opportunities: It is looking to grow out from its Hong Kong base and has unused capacity
Threats: There is always political uncertainty, and the competition on the mainland is fierce.
Case Study: ABC Bank in Hong Kong
The Intelligence Collaborative http://IntelCollab.com #IntelCollab
Powered by
#SLACID #SLA2014
Internal
External
Strengths S1 - Cash rich
S2 - Steady cash deposits
(US $300,000 per month)
S3 - No bad debt
Weaknesses W1 - Lack of public awareness
W2 - Weak technological
systems
W3 - Lack of staff development
Opportunities
O1 - Foreign trading /market
O2 - Acquire new technology
from foreign banks
Strengths/Opportunities
Strategies
S1, S2, O1 - Setup an
affiliation with a US (FDIC)
bank or saving and loans
(F)
Weaknesses/Opportunities
Strategies
W2, O2 - Setup IT system with
a US bank or S&L (I)
W1 – Increase awareness
through new banking
partnership/affiliation (F)
Threats
T1 - Political changes from
China
T2 - Highly competitive
banking
Strengths/Threats
Strategies
S1, S2, S3, T1 - Expand
boundary to foreign
banking community (C)
Weaknesses/Threats
Strategies W2, W3, T1 - Setup
banking/cultural exchange
programs for staff
development (L)
SOURCE: Adapted from Andrew Sai On Ko and S.F. Lee, “Implementing the strategic formulation framework for the banking industry of Hong Kong”,
Managerial Auditing Journal 15/9 [2000] 469-477.
Case Study: ABC’s Enhanced SWOT
The Intelligence Collaborative http://IntelCollab.com #IntelCollab
Powered by
#SLACID #SLA2014
Win/Loss Analysis
The Intelligence Collaborative http://IntelCollab.com #IntelCollab
Powered by
#SLACID #SLA2014
Cost effective, insightful, and ethical method for gathering information about your market, customers, and competitors.
WLA identifies your customer's perceptions of specific sales situations and how you compared to your competitors.
The analysis provides information about the performance of both your firm and your competitors.
This information can then be used to focus sales staff more effectively in the marketplace and also to inform research and development of products.
Short Description
The Intelligence Collaborative http://IntelCollab.com #IntelCollab
Powered by
#SLACID #SLA2014
Tactical Benefits Strategic Benefits
• Helping the sales team win more business.
• Improve client retention.
• Identify regularly why/how you lose against each of your competitors.
• Establish an action plan to address gaps in perceptions.
• Change behaviour and culture to improve client service.
• Identify traits of your successful sales people.
• Predict likelihood of winning/losing a sale more accurately.
• Change the sales mindset from one of making excuses for sales loss.
• Increase firm profits and revenue.
• Forecast revenue streams more accurately.
• Enhance the product/service offering and mix.
• Influence more timely product /service development.
• Alter the firm's culture to a more client service/needs focus.
• Select appropriate market alliances.
• Support the firm’s early warning system.
• Identify competitor trends over time to enable action.
Source: Adapted from Naylor, E. "Increasing sales through win/loss analysis,” Competitive Intelligence Magazine, 2002 5(5) pp 5–8.
Strategic and Tactical Benefits
The Intelligence Collaborative http://IntelCollab.com #IntelCollab
Powered by
#SLACID #SLA2014
What were the reasons we lost the sales competition for … (a big client)?
Are our prices truly non-competitive with our rivals? Or are other factors impacting client retention decisions?
How/why can a top rival keep beating us on bids for regional clients?
Are there opportunities to gain clients that we are not capitalizing on?
What operational changes do we need to make to better satisfy existing clients? Help our sales force?
Introductory Case Study: Some KITs/KIQs for Using Win/Loss Analysis
The Intelligence Collaborative http://IntelCollab.com #IntelCollab
Powered by
#SLACID #SLA2014
WLA is direct feedback from a client or potential client about why you won or lost a specific sale or contract.
The wins highlight your firm's strengths and your competition's weaknesses.
Losses highlight your firm's weaknesses and your competition's strengths (Ritchie, 1992).
Feedback obtained from a number of interviews is analysed.
More detailed than post-mortem.
From Win/Loss reviews, by
Rick Marcet, 2011
Overview
The Intelligence Collaborative http://IntelCollab.com #IntelCollab
Powered by
#SLACID #SLA2014
WLA brings together information about customers, competitors, and your own firm – within the buying decision.
Implications are highly dependent on the quality of the raw data.
Analysts have the opportunity to learn about customers' perceptions.
Should be an independent evaluation and conducted regularly.
Strategic Rationale
The Intelligence Collaborative http://IntelCollab.com #IntelCollab
Powered by
#SLACID #SLA2014
Connect with Dr. Fleisher via:
Email:[email protected]
Twitter: http://twitter.com/CraigFleisher
Acknowledgements
Dr. Craig S. Fleisher is Chief Learning Officer and
Director, Professional Development at Aurora WDC.