UPN, PASIÓN POR

TRANSFORMAR VIDAS

luis.velasco@upn.pe UPN.EDU.PE
International Business Plan

Achievement
UNIT 1 At the end of the unit the student designs a
ANALYSIS OF THE business idea through techniques of innovation;
INDUSTRY AND THE also identifies the factors that will influence the
ENVIRONMENT external and internal environment in which the
business will operate.
Achievement of the session

At the end of the session, the student elaborate an internal and

external analysis description through techniques of strategy planning,

showing order and analytical skills.

TIME SUBJECT VERB CONDITION CRITERIA

 Schedule

1. Introduction
2. Internal Analysis
3. External Analysis
 Interest

1. Introduction

Blockbuster Business Case

 Interest

Why is it
important to
do a market
analysis?
Discovery
Market analysis

Companies get to understand the competitive dynamics of the market in terms

of demand and supply of the products and services, external factors of the
industry, state of competition and degree of competition within industry, the
future aspects of the industry and difference between their organization and the
competitors.

Internal Analysis External Analysis

Discovery
1. Internal analysis
Understand what business
the organization is in.
Day care
centers

Product/
Service

M arket
share

Other Parents
nurseries and Competition Client
kindergardens
Discovery
1. Internal analysis
1

Competition
analysis Buyers

5
Existing 2
rivals Suppliers
Porter’s
Five
Forces

New Substitutes
Is it Low or High? Entrants
4 3
Discovery
1. Internal analysis
Competition
analysis

https://www.youtube.com/watch?v=XCWHSeDU-zk
Experience
1. Internal analysis

Competition Think about

analysis
What would be the Porter’s Five
Forces of Netflix?

Buyers

Existing
rivals Suppliers
Porter’s
Five
Forces

New
Substitutes
Entrants
 Experience
Team work

• What would be the Porter’s Five

Forces?
• Remember to rank high or low.
• If it's high, what could you do to lower
it?
 Discovery
2. External analysis

In which environment will the

company operate?

PESTEL
Analysis
Discovery
2. External analysis

PESTEL Analysis

• Political:

✓ Local authority rules

✓ Conflicts
✓ Elections
✓ Terrorism
✓ Political trends
 Discovery
2. External analysis PESTEL Analysis

• Political:
Discovery
2. External analysis

PESTEL Analysis

• Economic:

✓ Home economy situtation

✓ Home economy trends
✓ Taxation changes especific to product/ services
✓ Weather issues
✓ Market cycles
✓ International trade
✓ Job growth/unemployment
✓ Inflation
✓ Import/ export ratios
✓ Production level
✓ Internal finance
 Discovery
2. External analysis

PESTEL Analysis

• Economic:
Discovery
2. External analysis
PESTEL Analysis

• Social:

✓ Consumer attitudes and opinions

✓ Media views
✓ Advertising and publicity
✓ Law changes affecting social factors
✓ Consumer buying patterns
✓ Ethnic/ religious factors
✓ Demographics (age, gender, race,
family size)
✓ Education
✓ Diversity/ Immigration/ emigration
✓ Health
✓ Fashion & role models
✓ Attitudes to work
✓ Leisure activities
✓ Occupations
Discovery
2. External analysis
PESTEL Analysis

• Social:
 Discovery
2. External analysis

PESTEL Analysis

• Technological

✓ Competing technology development

✓ Replacement technology/ solutions
✓ Information and communications
✓ Consumer buying technologies
✓ Technology legislation
✓ Innovation potential
✓ Research
Discovery
2. External analysis

PESTEL Analysis

• Technological
Discovery
2. External analysis

PESTEL Analysis

• Legal

✓ Current legislation
✓ International legislation
✓ Employment law
✓ Consumer protection
✓ Industry-specific regulations
Discovery
2. External analysis

PESTEL Analysis

• Legal
Discovery
2. External analysis

PESTEL Analysis

• Environmental

✓ Environmental regulations
✓ International
✓ Nacional
✓ Local
✓ Customer values
✓ Organisational culture
Discovery
2. External analysis

PESTEL Analysis

• Environmental
Discovery
SWOT
Discovery
SWOT
Discovery
Cross SWOT

Offensive Reinforcement Confrontation Defensive

Strategy Strategy Strategy Strategy

Strengths x Weaknesses x Weaknesses

Strengths x
Opportunities Opportunities x Threats
Threats
(OS) (WO) (WT)
(ST)
 Discovery
Cross SWOT
Example: Tourism company

•Strong points: Recognized brand in the international

market
Strengths x •Opportunities: Realization of the World Cup in city
Opportunities
(OS) Offensive Invest in partnerships with international
Strategy agencies and operators to get more customers

Example: Production company of soy

Strengths •Strong points: End-to-end technology, product quality and
x Threats large-scale production
(ST) •Threats: Significant increase in the dollar may increase inputs
and seeds
Confrontation Create an export area (the product has the
Strategy quality to compete internationally)
 Discovery
Cross SWOT
Example: Injection industry of PVC parts
Weaknesses: Loss Logistics
Opportunities: Resale market for plastic
parts up
Weaknesses x
Opportunities
(WO) Reinforcement Contracting of outsourced companies of
Strategy transport and rent of vehicles.

Example: Craft company

Weaknesses: Can not meet the demand for low productive
Weaknesses capacity
x Threats Threats: Increase of factories that produce articles on a large
(WT) scale.

Defensive Adoption of machinery and product

Strategy customization to create market niches.
Discovery
Experience
Team work • In which environment will your company
operate?
• Do a PESTEL analysis
Bibliografía

• https://www.extension.iastate.edu/
• https://blog.luz.vc/en/como-fazer/swot-cruzada/
Thanks