Problemy dywersyfikacji przedsiębiorstw Plan oceny i dywersyfikacji wymaga czasu, wysiłku i starannego przestudiowania. Wzrost wydajności wynika ze wzrostu liczby urządzeń i jakości organizacji, co z reguły prowadzi do zwiększenia asortymentu.
A typology of diversification strategies[ edit ] Trend in product variety for some models in the USA  The strategies of diversification can include internal development of new products or markets, acquisition of a firm, alliance with a complementary company, licensing of new technologies, and distributing or importing a products line manufactured by another firm.
Generally, the final strategy involves a combination of these options. This combination is determined in function of available opportunities and consistency with the objectives and the resources of the company. There are three types of diversification: concentric, horizontal, and conglomerate. Concentric diversification[ edit ] This means that there is a technological similarity between the industries, which means that the firm is able to leverage its technical know-how to gain some advantage.
For example, a company that manufactures industrial adhesives might decide to diversify into adhesives to be sold via retailers.
The technology would be the same but the marketing effort would need to change. It also seems to increase its market share to launch a new product that helps the particular company to earn profit.
For Powiazana definicja strategii dywersyfikacji, the addition of tomato ketchup and sauce to the existing "Maggi" brand processed items of Food Specialities Ltd. The company Powiazana definicja strategii dywersyfikacji seek new products that have technological or marketing synergies with existing product lines appealing to a new group of customers. This also helps the company to tap that part of the market which remains untapped, and which presents an opportunity to earn profits.
Dywersyfikacja Dywersyfikacja - definicja, typy, czynniki Dywersyfikacja to jedna z najważniejszych strategii rozwoju danego przedsiębiorstwa, która polega na rozszerzeniu strefy działania firmy. Zazwyczaj chodzi o rozszerzenie asortymentów produktów, pozyskiwanie nowych dostawców, odbiorców czy wdrażanie nowych metod produkcji. Jej celem jest rozwój przedsiębiorstwa poprzez maksymalne wykorzystanie jego zasobów i możliwości oraz otwarcie się na nowe rynki.
Horizontal diversification[ edit ] The company adds new products or services that are often technologically or commercially unrelated to current products but that may appeal to current customers.
This strategy tends to increase the firm's dependence on certain market segments.
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Powiazana definicja strategii dywersyfikacji example, a company that was making notebooks earlier may also enter the pen market with its new product. When is horizontal diversification desirable?
Moreover, the new products are marketed to the same economic environment as the existing products, which may lead to rigidity or instability. Another interpretation[ edit ] Horizontal integration occurs when a firm enters a new business either related or unrelated at the same stage of production as its current operations.
For example, Avon's move to market jewellery through its door-to-door sales force involved marketing new products through existing channels of distribution.
Definicja dywersyfikacji. Czym jest dywersyfikacja?
An alternative form of that Avon has also undertaken is selling Powiazana definicja strategii dywersyfikacji products by mail order e. In both cases, Avon is still at the retail stage of the production process.
Conglomerate diversification or lateral diversification [ edit ] Main article: Conglomerate company Goal of diversification[ edit ] According to Calori and Harvatopoulosthere are two dimensions of rationale for diversification.
The first one relates to the nature of the strategic objective: Diversification may be defensive or offensive.
Defensive reasons may be spreading the risk of market contraction, or being forced to diversify when current product or current market orientation seems to provide no further opportunities for growth. Offensive reasons may Powiazana definicja strategii dywersyfikacji conquering new positions, taking opportunities that Powiazana definicja strategii dywersyfikacji greater profitability than expansion opportunities, Modne opcje banku strategie w hindi using retained cash that exceeds total expansion needs.
The second dimension involves the expected outcomes of diversification: Management may expect great economic value growth, profitability or first and foremost great coherence with their current activities exploitation of know-how, more efficient use of available resources and capacities.
In addition, companies may also explore diversification just to get a valuable comparison between this strategy and expansion.
Dywersyfikacja - definicja, typy, czynniki
Risks[ edit ] Of the four strategies presented in the Ansoff matrix, Diversification has the highest level of risk and requires the most careful investigation. Going into an unknown market with an unfamiliar product offering means a lack of experience in the new skills and techniques required.
Therefore, the company puts itself in a great uncertainty. Moreover, diversification might necessitate significant expanding of human and financial resources, which may detract focus, commitment, and sustained investments in the core industries.
Therefore, a firm should choose this option only when the current product or current market orientation does not offer further opportunities for growth. In order to measure the chances of success, different tests can be done:  The attractiveness test: the industry that has been chosen has to be either attractive or capable of being made attractive.
Diversification (marketing strategy)
The cost-of-entry test: the cost of entry must not capitalize all future profits. The better-off test: the new unit must either gain competitive advantage from its link with the corporation or vice versa.
- System handlowy DTS.
- Działalność firmy opiera się na gałęzi przemysłu spożywczego, dlatego jest to bardzo niebezpieczna sytuacja, grożąca nawet upadkiem przedsiębiorstwa.
- Rodzaje H.
- Definicja dywersyfikacji.
- X3 Rozszerzenie systemu handlu polaczeniami
- Dywersyfikacja - definicja, typy, czynniki
- Dywersyfikacja - definicja, strategia, rodzaje
Because of the high risks explained above, many companies attempting to diversify have led to failure. However, there are a few good examples of successful diversification: Virgin Group moved from music production to travel and mobile phones Walt Disney moved from producing animated movies to theme parks and vacation properties Canon diversified from a camera-making company into producing an entirely new range of office equipment.