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Strategic Business Planning for Commercial Producers
What Tools Are Useful in Assessing Strengths and Weaknesses?
Resources, Capabilities, and Core Competencies
Strategic Business Planning for Commercial Producers
Strengths and Weaknesses
• Goal: objective assessment of your strengths and weaknesses
– relative to competitors– important to customers
Note: This is difficult to do well.
Strategic Business Planning for Commercial Producers
Challenge of Internal Analysis
• Identifying, developing, protecting, and deploying resources, capabilities, and core competencies
Strategic Business Planning for Commercial Producers
Resources• Inputs into a firm’s production process such
as capital equipment, skill of individual employees, patents, finance, and talented managers– Tangible Resources – Assets that can be seen
and quantified– Intangible Resources – Family commitment,
networks, organizational culture, reputation, intellectual property rights, trademarks, copyrights
• By themselves, resources do not create a strategic advantage for the firm.
Strategic Business Planning for Commercial Producers
Capabilities• Capacity to deploy resources that have
been purposely integrated to achieve a desired end state.
• Primary base for the firm’s capabilities is the skills and knowledge of its employees.
• Just because the firm has a strong capacity for deploying resources does not mean it has a competitive advantage.
Strategic Business Planning for Commercial Producers
Core Competencies
• Resources and capabilities serve as a source of competitive advantage for a firm over its rival.
• Not all resources and capabilities are core competencies.
• Many suggest that firms should identify and concentrate on only 3 or 4 core competencies.
Strategic Business Planning for Commercial Producers
Identifying and Building Core Competencies
• Core competencies must be distinctive.– Capabilities that are done better than
competitors
• Identifying core competencies is key to development of sound strategy.
• We use the value chain to help identify core competencies.
Strategic Business Planning for Commercial Producers
The Value Chain
• A framework for identifying core competencies– Inside the firm– In the supply chain
• Can be used to– Identify strengths and weaknesses– Identify sources of competitive
advantage– Identify market opportunities
Strategic Business Planning for Commercial Producers
The Value ChainFirm Infrastructure
Human Resource Management
Technological Development
Procurement
InboundLogistics
Operations Outbound Logistics
Marketing& Sales
Service
MA
RG
IN
MA
RG
IN
Sup
port
ing
Act
iviti
esP
rimar
yA
ctiv
ities
Relationship with Suppliers Relationship with Buyers
Elapsed Time - Value added time cost
Strategic Business Planning for Commercial Producers
Primary Activities in the Value Chain• Inbound Logistics
– Materials handling, warehousing, inventory control used to receive, store and disseminate inputs to a product
– Fertilizer and chemical storage, delivery of inputs, application of inputs
• Operations– Take inputs from inbound logistics and convert to final products– Plowing, planting, spraying, harvesting, feeding, medicating,
weighing,etc.
• Outbound Logistics– Collecting, Storing, and physical distribution of the final product.– Crop storage, finished hog handling, Processing and determining
delivery dates, delivery to the packer or elevator etc.
Inbound Logistics
Marketing and Sales
Outbound Logistics
Operations
Technology
Human Resource management
Procurement
Firm Infrastructure
Service
Strategic Business Planning for Commercial Producers
Primary Activities in the Value Chain
• Marketing and Sales– Provide means through which customers can purchase
products and to induce them to do so– Advertising, communicating with buyers, developing
customer relationships, pricing products (futures, hedging, forward contracting, etc.), delivery scheduling
• Service– Activities designed to enhance or maintain a product’s
value– Timely delivery, identity preservation, ISO9000, certifying
as organic, etc.
Inbound Logistics
Marketing and Sales
Outbound Logistics
OperationsService
Human Resource management
Firm Infrastructure
Human Resources
Procurement
Strategic Business Planning for Commercial Producers
Supporting Activities in the Value Chain• Procurement
– Activities to purchase the inputs needed to produce products– Negotiating with suppliers, standard timing of replenishing
parts and tools, setting up buying groups, etc.
• Technological Development– Activities that improve the firm’s products and/or processes – Volunteering for test plots, being a part of feeding trials,
attending technology seminars/field days, designing equipment to make specific production tasks more efficient, etc.
• Human Resources– Recruiting, hiring, training, developing, and compensating all
personnel
Inbound Logistics
Marketing and Sales
Outbound Logistics
Operations
Human Resources
Technological Development
Procurement
Service
Firm Infrastructure
Strategic Business Planning for Commercial Producers
Supporting Activities in the Value Chain• Firm Infrastructure
– General Management, planning, finance, accounting, legal support, governmental relations, etc.
– Establishment of accounting practices, management information systems, compliance with environmental regulations, tracking and reporting for government programs, etc.
– Where strategy development takes place identifying opportunities and threats, resources and capabilities, and support of core competencies
Inbound Logistics
Marketing and Sales
Outbound Logistics
Operations
Human Resource management
Firm Infrastructure
Service
Technology
Procurement
Strategic Business Planning for Commercial Producers
The Result of the Value Chain
• Margins– Capture the value from performing value-creating
activities as cheaply as possible– The basic idea is that the consumer is willing to
pay a certain amount for the value you create. This is depicted as the size of the overall pentagon.
– The size of the individual activity boxes represents the cost of performing those particular activities.
– Thus, the smaller the size of the individual activity boxes relative to the value the consumer is willing to pay, the greater the MARGIN will be for the firm.
Strategic Business Planning for Commercial ProducersThe Value Chain – Grains Farm
Firm Infrastructure
Human Resource Management
Technological Development
Procurement
InboundLogistics
Operations Outbound Logistics
Marketing& Sales
Service
MA
RG
IN
MA
RG
IN
Sup
port
ing
Act
iviti
esP
rimar
yA
ctiv
ities
Relationship with Suppliers Relationship with Buyers
Elapsed Time - Value added time cost
Strategic Business Planning for Commercial ProducersPrimary Activities for a Grain Farm
InboundLogistics
Fertilizer and chemical storage,
custom application
of inputs
Operations
TillagePlanningFertilizingSprayingCultivateHarvest
Outbound Logistics
Grain transport
to elevator or buyer
Grain transport to storage
Marketing& Sales
Fwd. contractsFuturesOptionsIP grain
Value added grain
ServiceOn-time del-iveryForward contractIPStorageTracingQA
Relationship with Suppliers Relationship with Buyers
Strategic Business Planning for Commercial ProducersSupporting Activities for a Grain Farm
Infrastructure: management, planning, finance, accounting, government compliance, quality control
Human Resource: motivation tools, compensation,training, and directing farm employees, including family, management, and laborers
Technological Development: research and adoption practices for things like GPS, VRT, GMO’s, No-Till, the Internet, IP storage facilities
Procurement: Purchasing inputs: seed, fertilizer, chemicals, fuel, land, Machinery, storage equipment, office supplies, parts, tools, insurance etc. with focus on negotiating capabilities
Strategic Business Planning for Commercial Producers
Value Chain Analysis• A firm’s value chain must be compared to
competitors’ value chains to determine where competitive advantages exist.
• To be a source of competitive advantage a resource or capability must allow a firm to:– Perform an activity in a manner that is
superior to competitor’s performances– Perform a value-creating activity that
competitors cannot complete
Strategic Business Planning for Commercial Producers
Linkages within the Value Chain
• Optimization and coordination of activities in the value chain
• Linkages exist between support activities and primary activities and between separate primary activities
• Generic causes for linkages– Same function can be performed in different ways– Efforts in indirect activities– Activities performed inside the firm reduce the
need for activities in the field– Quality Assurance can be performed in different
ways
Strategic Business Planning for Commercial Producers
Value Chain Linkages in the Supply Chain
Supplier Chain
Firm Chain
Buyer Chain
Supplier Chain
Buyer Chain
Buyer Chain
Strategic Business Planning for Commercial Producers
Linkages with Supplier Value Chain• Linkages between suppliers’ value chains
and a firms chain provide opportunities for the firm to enhance competitive advantage.
• Division of benefits between firm and its suppliers is a function of supplier’s bargaining power and reflecting in supplier’s margins.
• Both coordination with suppliers and hard bargaining are important to competitive advantage.
Strategic Business Planning for Commercial Producers
The Buyer’s Value Chain
• A firm’s differentiation stems from how its value chain relates to its buyer’s chain.
• Differentiation derives fundamentally from creating value for the buyer through a firm’s impact on the buyer’s value chain.
• Value is created when a firm creates a competitive advantage for its buyer.
• The buyer must perceive the value to pay a premium price.
Strategic Business Planning for Commercial Producers
Generating Alternative Strategies From SWOT• SWOT analysis is a tool for helping assess
the current situation for the firm.• However, we need to be able to combine
the information in the SWOT analysis in a meaningful way to generate alternative strategies that we might pursue.
• The TOWS matrix is a tool designed to match external opportunities and threats with our internal strengths and weaknesses
Strategic Business Planning for Commercial Producers
SWOT Analysis
Opportunities1.2.3.
Strengths1.2.3.
Threats1.2.3.
Weaknesses1.2.3.
Internal Environment
ExternalEnvironment
Strategic Business Planning for Commercial Producers
TOWS Matrix• Technique used in strategy
formulation for combining – External analysis
• Opportunities• Threats
– Internal analysis• Strengths• Weaknesses
Strategic Business Planning for Commercial Producers
TOWS Matrix
Weaknesses:1.2.3.
Strengths:1.2.3.
WO StrategiesUse Opportunities to
overcome weaknesses
SO StrategiesUse strengths to take advantage of opportunities
Opportunities:1.2.3.
WT StrategiesDefensive strategies
to minimize weaknesses and
avoid threats
ST StrategiesTake advantage of
Strengths to avoid
threats
Threats:1.2.3.
From Internal Analysis
(IFAS)
From External Analysis (EFAS)
Source: Weihrich