strategic mgmt 2

Title Title Title
Sub-title

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Casio Education

Technologies
A strategic analysis

Casio

DJ-120D

An introduction
The tried and tested,

no nonsense

desktop calculator

that will never go

out of fashion.

$14.99

Low price – demand

stays high

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The Competition

• Not necessarily other calculator

manufacturers

• If you type in ‘calculator’ into google,

there is not one calculator brand on the

entire first page.

• Dying industry.

• Mobile phones, laptops.

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Ansoff Matrix – The product

strategic positioning

• Current position – Market

penetration

• Market development –

outside of offices

• Product development

strategy – accessing the

internet

• Diversification strategy is

the riskiest –

• They already make

watches.

• Telecommunication

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BCG Matrix – The product

strategic positioning

• Currently a dog.

• How do we make a star?

• High growth industry and

maintain high market

share.

• Strategic choices: vertical

integration, horizontal

integration, market

penetration, market

development and product

development.

• Breaking into the

telecommunications

industry.

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Ansoff

Current strategic stance

• Where are they? Existing – Existing –Market

Penetration

• Why? Calculators are used in education and have

been for a long time.

• Where should they be? Diversification

• Why? The higher the risk, the higher the reward.

• Current diversification from the calculator

• Keep the existing basic product to generate

consistent revenue, risk an expansive move to create

high rewards.

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BCG

Current strategic stance

• Where are they? Dog

• Why? Low market share, profitable for a long period of time.

• Where should they be? Star

• Why? Most desirable place to be.

• High growth industry, high market share, cash generator.

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Changes to the strategy stance

• Ansoff – Where should Casio be in to make more money?

• Diversification – As the level of risk increases, the potential returns

increase

• BCG – Currently a cash cow. How do we make a star?

• Abandon the middle ground. Cannot compete with the scientific

calculators that laptops can do.

• Maintain the basic calculator that is more desirable for simple

calculations. Churn the consistent revenue.

• Invest in telecommunication and mobile networks.

• Use the current technologies to adapt the Casio watch.

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Justification of proposed changes

• Justify what we think the strategy should be.

• Fast paced global technological environment.

• Keep it simple.

• Barriers to entry to a wireless network are low.

• Low sunk cost of infrastructure.

• Well established brand name.

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Competition responses

One – Tech companies

• Create a basic calculator to compete with the steady income

stream Casio generates

Two – Mobile providers

• Move faster within the industry by investing more and always

staying ahead (releasing 5G first etc.)

• Could be difficult due to platform competition (Church & Gandal,

2004.)

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Thank you

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Bibliography

• Arora, A.K. and Raju, M.S.S., 2017. The effect of product diversification on the adoption and

implementation of activity based costing. Splint International Journal of Professionals,(January),

pp.8-10.

• Church, J. and Gandal, N., 2004. Platform competition in telecommunications.

• Gaver, W.W., 1991, April. Technology affordances. In Proceedings of the SIGCHI conference on

Human factors in computing systems (pp. 79-84). Acm.

• Mohajan, H., 2017. An analysis on BCG Growth sharing matrix.

• Zekiri, J. and Nedelea, A., 2012. Strategies for achieving competitive advantage. The USV

Annals of Economics and Public Administration, 11(2), pp.63-73.

• https://www.strategicmanagementinsight.com/tools/bcg-matrix-growth-share.html

• https://www.casio.com/products/calculators/desktop/dj-120d

• https://expertprogrammanagement.com/2011/04/bcg-matrix-boston-matrix/

• https://blog.oxfordcollegeofmarketing.com/2016/08/01/using-ansoff-matrix-develop-

marketing-strategy/

• https://world.casio.com/media/files/ir/annual/annual_2018.pdf

https://www.strategicmanagementinsight.com/tools/bcg-matrix-growth-share.html

https://www.casio.com/products/calculators/desktop/dj-120d

The BCG Matrix | Boston Matrix

Using The Ansoff Matrix to Develop Marketing Strategy

https://world.casio.com/media/files/ir/annual/annual_2018.pdf