Compare And Contrast Swot And Porters 5 University Assignment

2843 words - 12 pages

Student
 number:
 201504446
 
Module
 name:
 Strategic
 Management
 
Module
 number:
 26341
 
Assessment
 number:
 1
 
Submission
 date:
 16/11/2017
 
Word
 count:
 2595
 
Discuss how Porter’s 5 Force model might contribute to a SWOT analysis
Over the past century the global market place changed dramatically by expanding
across continents establishing a mature global marketplace. Through a global
perspective, organisations encountered growth by staying competitive in the
marketplace which led to greater revenues and competitive advantage within the
industry they operate. In order to attain competitiveness, companies constantly
concentrate on pinpointing efficient strategies that defines an organisation objectives
and goals. However, given the dynamics and rapid change of the environment,
organization must be able to understand the interactions between the macro and
micro environment, organization’s internal capabilities and level of intensity of the
industry (Grant, 2008) to benefit from the favourable opportunities in order to avoid
threats.
The most influential part of the external environment on a firm’s strategic choice is
given by the competiveness of the industry determined by factors such as customers,
suppliers and competitors. Porters Five forces model and Albert Humprey’s SWOT
are two strategic techniques used to perform analyses that determine a company’s
position in the market. While Porter's five forces is a micro tool that examines the
attractiveness of an industry in terms of profitability and the level of competition in an
industry in terms of five forces (Appendix A) (Porter, 1979), SWOT is a macro factor
that analyses a company’s internal potential and viability of concepts by evaluating
its strengths, weaknesses, in relation to the industry, while the threats and
opportunities originate within the external environment.
Student
 number:
 201504446
 
Module
 name:
 Strategic
 Management
 
Module
 number:
 26341
 
Assessment
 number:
 1
 
Submission
 date:
 16/11/2017
 
Word
 count:
 2595
 
Although SWOT and Five Forces model, are the most common management models,
in the recent years they received a lot of criticism. Flower (2004) and Downes (1997)
suggest that the Five Forces model is a static tool that fails to take into account the
dynamics of today’s markets due to digitalisations and globalisation. For instance,
before the appearance of online commerce, shopping malls were capable of
achieving competitive advantage due to their location and product variety. But since
the digitalization of the commerce consumers switched to online shopping as it offers
24 services. Furthermore, websites such as Amazon and Ebay offer a greater variety
of products to its customers giving traditional shopping malls a competitive
disadvantage. In terms of SWOT, one of the main limitations arises from the broad
picture of the environment analysis, failing to take into...

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