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STRATEGIC AUDIT
PARAMETER
I.
COMMENTS
CURRENT SITUATION
Currently growing at 7+ %
54% market share of Herbal tea Initial public offering in 1983.
market.
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I.B.
Strategic Posture:
Mission
Superior in quality,
Of good value,
Beautifully artistic, and
Philosophically inspiring.
To be profitable
Strategies
Expand distribution
Integrated manufacturing
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Policies
Employee empowerment
Consumer involvement
Cultivated herbs must be organic.
Promote from within.
Preserve the environment.
Board of Directors
Top Management
III. EXTERNAL
ENVIRONMENT:
Opportunities and Threats
(SWOT) [Optional External
Factor Analysis Summary,
or EFAS]
III.A
Societal Environment
Economic -
Political Legal
Weather patterns
exchange rates
USA 2nd largest tea consumer
in the world
Socio-Cultural
Health emphasis
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Technological
Computer technology
used for consistency in
product.
Microwaves to heat up
tea.
Environmental concern
Effect of baby boom on target
market.
2-income families
Cultural norms
III.B.
Task Environment
Corporate Structure
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IV.B.
Corporate Culture
Free spirit
Low turnover
Casual, relaxed company
No clear line between
management and workers.
Corporate Resources
MC1
Marketing
Distribution: Expanded to
grocery stores.
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MC2
Finance
Research and
Development
Operations
(Manufacturing
services)
200+ suppliers.
Highly integrated manufacturing
facility and automated packaging
line.
24 hour operation
MC5
Human Resources
MC6
Information
Systems
V. ANALYSIS OF STRATEGIC
FACTORS
(Optional: Strategic Factor
Analysis Summary, or
SFAS)
.
V.A
S.W.O.T
Key Internal and
External Strategic
Factors.
(+) Factors
(-) Factors
Strengths:
Weaknesses
Industry innovator
Motivated employees
Integrated manufacturing
Low employee turnover
Creativity
Supplier diversification
Opportunities
Seasonal business
Capital intensive operation
Loose organizational structure
Low inventory turnover
Herbal tea market maturity, lack
of growth potential
Bigelow
V.B.
Strategic Alternatives
Alt.1
Growth
Related Diversification.
Enter liquid tea market with
herbal tea.
ADVANTAGES
DISADVANTAGES
characteristics
Capital intensive
May not be able to provide proper
climate for all necessary herb.
(potentially)
conscious as U.S.
IMPLEMENTATION
VIII.
E VALUATION AND
CONTROL
(ASSESSMENT)
Sales numbers
Foreign market share
Margins
Better ROA
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NOTES:
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