FAQ
American Greetings- 1986
Note that these responses are not official additions to the questions; only explanations of what is required to answer them. Be sure you read the question and understand it fully before answering.
1. B. How should I go about supporting my definition of the market?
For each part of your definition (for example, the geographic area), explain how this is appropriate in terms of being 1) a real market from the customer's view, and 2) includes most (at least 90%) of the company's current business. Repeat for each of the other parts of the definition (at least the customer and product/service and perhaps the position in the chain or distribution method if appropriate).
1.C. For question 1C, fully analyze the market, do I have to do a CPM or G/E Matrix?
No. Just discuss in writing the size of the market, growth rate, who the main competitors are, and their size.
2. My question is though defenders are known to be companies that have existed a long time, could this not also apply to a prospector ?
ALL organizational types under Miles and Snow COULD have existed for a long time (or a relatively short time). Time of existence isn't one of their factors. They studied large companies, all of which had existed for a relatively long time. The important issue is whether this company meets the specific characteristics of the type you think they fall under.
3. A/B. I am unsure how to begin. Here is my understanding, please
correct me if a I wrong.
1. take 6 of the market characteristics and
make them more specific as you have given us examples of.
2. Get an average rating and that will be what
goes on the top of the matrix.
3. come up with some strengths and weaknesses,
rate them, weigh them and come up with an average and that will be the IFE.
4. Plot those number on the GE matrix and
proceed from there with the theory recommendation.
Your steps are fine.
You stated that the market must be defined before we can do the GE matrix, I am unsure how that relates to this.
You cannot do step 1 or 3 (see prior question) until you know what the industry/market is.
Also we making the characteristics more specific, I assume you mean according the specifics given in the case. Is that where we are to come up with the figures/information?
Yes, info on industry/market characteristics would come from the case.
Also, the specifications for the market characteristics , should they be a mix between the industry and the company? That appears to be the way you have written our examples.
Yes on market characteristics - need to include both the market and how the company relates to it, as per the examples.
- Revised 09/29/01 -