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Chapter 5 : Internal Analysis

Chapter 5 : Internal Analysis. Group 5 Cher Repuyan Jeraldine Sumaoy` Mary Joy Brillo Diana Sapin Mark Arren Narciso BSBA 3C2. Matching the organizational capabilities to market needs through competitive positioning. Market Needs. Competitive Positioning. Organizational Capabilities.

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Chapter 5 : Internal Analysis

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  1. Chapter 5 : Internal Analysis • Group 5 • Cher Repuyan • Jeraldine Sumaoy` • Mary Joy Brillo • Diana Sapin • Mark Arren Narciso • BSBA 3C2

  2. Matching the organizational capabilities to market needs through competitive positioning Market Needs Competitive Positioning Organizational Capabilities

  3. Organizational Capabilities • Establishing organization’s current and potential capabilities is therefore reliant upon an evaluation of two aspects of its resources: assets and competencies.

  4. Organizational assets-are accumulated capital, both financial and non-financial that the company has its disposal. • Financial assets • Physical assets • Operational assets • Legally enforceable assets • Systems • Marketing assets

  5. Marketing assets • Customer-based assets • Image and reputation • Brand franchises • Market Leadership • Country of Origin • Unique products and services

  6. 2. Distribution-based assets • The size and quality of the distribuTion network • Level of control over distribution. • 3. Internally based assets • Cost structure • Information system

  7. Some competencies that lie outside the marketing function: • Innovatory culture • Production skills

  8. 4. Alliance-based assets • Access to markets • Management Expertise • Exclusive agreements

  9. Organizational Competencies • Strategic Competencies • Functional Competencies • Operational Competencies • Individual Competencies • Team Competencies • Corporate-level Competencies • Note:Please review each competencies.

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