Professional Documents
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CORPORATE STRATEGY:
Diversification and the Multibusiness Company
McGraw-Hill/Irwin
8.5
The Chief Strategic and Financial Options for Allocating a Diversified Companys Financial Resources
Step 1
Picking new industries to enter and deciding on the best mode of entry.
Step 2
Pursuing opportunities to leverage cross-business value chain relationships and strategic fit into competitive advantage.
Step 3
Establishing investment priorities and steering corporate resources into the most attractive business units.
Step 4
Initiating actions to boost the combined performance of the cooperations collection of businesses.
83
WHEN TO DIVERSIFY
A firm should consider diversifying when:
It can expand into businesses whose technologies and products complement its present business.
Its resources and capabilities can be used as valuable competitive assets in other businesses.
Costs can be reduced by cross-business sharing or transfer of resources and capabilities. Transferring a strong brand name to the products of other businesses helps drive up sales and profits of those businesses.
84
Are the industrys returns on investment as good or better than present business(es)? Is the cost of overcoming entry barriers so great that profitability is too long delayed? How much synergy will be gained by diversifying into the industry?
85
Firm A purchases Firm B in another industry. A and Bs profits are no greater than what each firm could have earned on its own.
No Synergy (1+1=2)
Firm A purchases Firm C in another industry. A and Cs profits are greater than what each firm could have earned on its own.
Synergy (1+1=3)
86
Related Businesses
Unrelated Businesses
87
Have competitively valuable cross-business value chain and resource matchups. Have dissimilar value chains and resource requirements, with no competitively important cross-business relationships at the value chain level.
88
Unrelated Businesses
STRATEGIC FIT AND DIVERSIFICATION INTO RELATED BUSINESSES Strategic Fit Benefits
Occur when the value chains of the different businesses present opportunities for:
Transfer
Lowering
Use
Cross-business
8.1
Related Businesses Provide Opportunities to Benefit from Competitively Valuable Strategic Fit
810
811
Economies of Scope
Are cost reductions that flow from crossbusiness resource sharing in the activities of the multiple businesses of a firm. Accrue when unit costs are reduced due to the increased output of larger-size operations of a firm.
Economies of Scale
812
813
814
Serve as an internal capital market. Allocate surplus cash flows from businesses to fund the capital requirements of other businesses.
Acquire weakly performing firms at bargain prices. Use turnaround capabilities to restructure them to increase their performance and profitability.
815
Do a superior job of diversifying into businesses that produce good earnings and returns on investment.
Actions taken by upper management to create value and gain a parenting advantage
Provide managerial oversight and resource sharing, financial resource allocation and portfolio management, and restructure underperforming businesses.
816
817
818
Have a major core firm that accounts for 50 to 80% of total revenues and a collection of small related or unrelated firms that accounts for the remainder. Are comprised of a few related or unrelated businesses.
Have a wide-ranging collection of related businesses, unrelated businesses, or a mixture of both. Have a business portfolio consisting of several unrelated groups of related businesses.
819
Multibusiness Enterprises
Diversified Strategy
Allocation of resources
820
821
822
8.3
A Nine-Cell Industry Attractiveness Competitive Strength Matrix
Star
Cash cow
Note: Circle sizes are scaled to reflect the percentage of companywide revenues generated by the business unit.
823
8.4
824
State of the internal capital market Using the portfolio approach: Cash hogs need cash to develop. Cash cows generate excess cash. Star businesses are self-supporting.
Success sequence:
825
826
Ranking Factors:
Contribution to company earnings Return on capital invested in the business Cash flow
Steer resources to business units with the brightest profit and growth prospects and solid strategic and resource fit.
827
8.6
A Companys Four Main Strategic Alternatives After It Diversifies
828