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Analyzing Internal Environment to Assess Competitive Ability in the Market

This guide outlines step-by-step methods for analyzing the internal environment of a business to evaluate its competitive capacity. Key steps include identifying competitors (e.g., Tender Care), assessing internal factors such as skills, resources, and market position, and classifying these as strengths or weaknesses. By evaluating the significance of these factors and their impact on competitiveness, businesses can determine their competitive advantages and how to position themselves against larger competitors like P&G or Kimberly-Clark in the diaper industry.

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Analyzing Internal Environment to Assess Competitive Ability in the Market

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  1. Step 2. Analyze Internal Environment Tool To Identify Ability to Compete in Market

  2. Steps in Analyzing Environment • Identify Competitor (s). • Identify internal factor (s). / Focus on relevant skills, resources, and assets in the industry. • Classify as strength or weakness & estimate magnitude of strength/weakness. • Evaluate importance of factor and its impact on ability to compete.

  3. 1. Identify Competitor (s)(Tender Care)

  4. 2. Identify Internal Factor(s): Skills, Resources, and Assets • Market • Market Share • Sales or Share Growth Rate • Competition • Product, promotion, price, distribution factors relative to competition • Financial & Economic • Margins • Profits • Economies of scale

  5. 2. Identify Internal Factor(s): Skills, Resources, and Assets • Technological • Ability to cope with change • Technological skills • Patent Protection • Sociopolitical • Responsiveness & flexibility to environmental change

  6. 2. Identify Internal factor(s): Sample Skills & Assets & Resources • To develop innovative new products • To assure quality via precision manufacturing • To manage large advertising budgets • To obtain dealer cooperation in display & retail promotion • Long term contractual arrangements • Complementary products that enhance value of main product • Customized product specifications or ordering systems that simplify reordering • Intellectual property rights • Brand equity • Sales force • Access to raw materials • Distribution

  7. 3. Classify Factor as Strength or Weakness

  8. Determine Whether You have Strength (Competitive Advantage) to Go Against the Competition David vs. Goliath or TenderCare vs. P&G, Kimberly Clark?

  9. Competitive Advantage • Determines success • Supported by assets & skills • Valued by customers • “Competition-proof” • Substantial Adjusts to environmental changes • Promotable to customers

  10. Types of Competitive Advanage • Lowest Delivered price • Superior product benefits • Superior customer service • Established brand name or company reputation for quality • Innovative features or options • Better spatial availability to the buyer (due to delivery policies or distribution locations)

  11. Competitive Advantage in Diaper Industry • What are key competitive advantage(s) in the diaper industry? • Will Tender Care have any competitive advantage? If so, what?

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