世界经济留学生作业范文下载：WRSX Group strategy analysis

世界经济留学生作业范文下载：WRSX Group strategy analysis

 

WRSX (Waldron Roux Silberstein Xao)is a famous advertising group,it was founded 15 years ago with the merger of three agencies: a long-established London-based advertising agency, WWMV and new partner agencies in New York (Silberstein& Lord) and Paris (Roux Toussaint Berthe)This paper is the strategy analysis of this group.

Macro Environment analysis

World economywrsx（沃尔德伦Roux西尔伯斯坦XAO）是一个著名的广告公司，它成立于15年前的三机构合并：一个历史悠久的总部位于伦敦的广告公司，在纽约wwmv和新的合作伙伴（西尔伯斯坦和主）和巴黎（鲁桑贝尔特）本文是此组策略分析。

宏观环境分析

 

 

We see this  growth continuing into the next financial year with forecast growth in the industry of about 4% - which is the same as last year. In terms of the medium and longer-term prospects we believe that the future is much less predictable and that the future of our industry will be more risky than in recent years. When our client businesses suffer sodoes the WRSX Group. Marketing budgets are usually one of the first to be cut in a downturn

Rise of asia

n terms of the growth of non-American multinationals, we increasingly see the growth of Asian-based multinationals. Not only the Japanese-based multinationals like Sony or Mitsubishi, or the South Korean-based chaebols such as Samsung, LG or Hyundai, but the Chinese multinationals such as Lenovo, Haier, Konka, Bird, Bright Dairy, China Mobile and China Unicom. And the Indian multinationals such as the two Reliances, Tata, Wipro and Infosys. The latter¡¯s headcount is up from 15,000 to 60,000 in the past four years. It plans to increase by 50,000 more in the next two years.我们看到这种增长持续到下一个财政年度中约4%的产业增长预测，与去年相同。在中期和长期前景我们相信未来是可预测的要少得多，我们行业的未来将比近年来更危险的条件。当我们的客户的业务遭受同样的wrsx组。营销预算通常是一个将在经济低迷时期，第一

亚洲的崛起

N的非美国跨国公司的增长，我们看到越来越多的亚洲的跨国公司的成长。不仅日本的跨国公司像索尼或三菱，或基于韩国财阀如三星，LG和现代，但中国的跨国公司，如联想，海尔，康佳，鸟，光明乳业，中国移动和中国联通。和印度跨国公司如两依，塔塔，Wipro和Infosys。后者¡¯的人数从15000上升到60000，在过去的四年。它计划增加在未来两年50000。

 

Changing demographics and values

In the US and Europe demographics will play an important part in consumer 

behaviour over the coming years , with a higher proportion of retirement age consumers beginning to dominate and create new demands in terms of products and services. Not only is this grey market¡± numerous, in many cases they are also financially well-off and willing to spend their kids.

Changes to manufacturing & service locations 

 

Western Europe and the US have stringent employment laws that are designed to protect employees. Many of our client companies are moving their 

manufacturing bases and service centres outside of these geographic areas in order to maintain their labour force numeric flexibility and avoid costly employment litigation. However, this can backfire when employment practices, especially those that impact on health and safety or child labour, hit the headlines and we have seen some real damage to brands as a consequence of bad PR on this issue in recent years.

Manufacturing overcapacity and the need to differentiate

 

Looking to the future, manufacturing overcapacity will demand more innovation, stronger brands and greater differentiation

 

The challenge to traditional advertising agencies

Studies show that the biggest growth in advertising over the next ten years will come from digital media. The digital technologies will provide big opportunities as the media landscape fragments and consumers’ habits evolve. The big question is how well WRSX can position itself to take advantage of this opportunity.

The rise of corporate social responsibility

 

Most major corporations now produce corporate social responsibility (or CSR) reports alongside their annual financial reports which promote their CSR policies to shareholders.

 

Industry analysis

Five forces analysis

   

The business objective of advertising and marketing communications agencies is to target a specific audience on behalf of its clients with a message that encourages them to try a new product or service or to see an existing product or service in a different way and ultimately purchase it. This is done largely through the concept of a brand

 

we tend to associate the advertising industry with consumer goods, 

governments have large marketing and communication budgets that they use to influence individual behaviour, such as don’t drink and drive and to advertise public sector services such as health care and education. Equally, charities and not-forprofit organizations use the advertising industry to attract funds into their organization or to raise awareness of issues that impact on the quality of life of certain sectors of society. Political groups, religious groups and other interest groups 

also use advertising to deliver their message and to seek to change peoples’ behaviour.

 

In the early part of the 21stcentury Interactive Agencies & Digital Media rose to prominence before the traditional advertising agencies fully embraced the internet.Interactive agencies & digital media may differentiate themselves by offering a mix of web design/development, search engine marketing, internet advertising/marketing, or e-business/e-commerce consulting.

 

Industry driving forces

Industry structure 

While overall growth in the advertising industry is predicted, much of the industry in the US, Europe and other developed markets appears to be in a mature phase with traditional media such as newspaper advertising revenue falling in the US. However, in developing geographic markets and in digital marketing the industry is undergoing a period of rapid change. In the past, larger agencies have been able to build highly profitable businesses by providing services throughout the client’s value chain through their subsidiary businesses but there is some evidence of emerging client resistance to this.

 

Audiences screening out adverts 

The ability to record shows on digital video recorders (such as TiVo) allow users to record the programs for later viewing, enabling them to fast forward through commercials. Additionally, as more seasons of prerecorded box sets are offered for sale of television programs; fewer people watch the shows on TV. However, the fact 

that these sets are sold, means the company will receive additional profits from the sales of these sets. To counter this effect, many advertisers have opted for product placement on TV shows. 

 

Adverts as entertainment in their own right 

Particularly since the rise of "entertaining" advertising, some people may like an advertisement enough to wish to watch it later or show a friend. In general, the advertising community has not yet made this easy, although some have used the Internet to widely distribute their ads to anyone willing to see or hear them. 

Consumer segmentation/ability to target specific audiences 

Another significant trend regarding future of advertising is the growing importance of the niche market using niche or targeted ads.

Adverts influencers of behaviour 

 

As the CSR (Corporate Social Responsibility) agenda becomes more important to businesses in terms of attracting employees and shareholder investment, advertising is being seen as a way that businesses can promote their role in influencing people “to live better lives in a better society.”

 

Key success factor

Competition within the industry is fierce based on creative ability, range and breadth of services and market insight. Client relationships and sector knowledge are highly valued. Large multi-nationals compete on the basis of the quality of their creative teams, breadth and range of services, economies of scale (in areas such as media buying and direct marketing), understanding of markets and, increasingly importantly, global reach. 

 

Traditionally this industry has embodied the idea of creativity as the vital differentiator between the best and the mediocre. Individuals have often been at the heart of this creativity. If delivery technologies are changing will creativity become more or less important in the future?

 

Internal analysis

Resources analysis

WRSX key financial performance ratios (Start Position Period 0) are: 

RATIOS: WRSX Industry  Group average

•    PBIT Margin 16.5% 19%

calculated as PBIT/Revenue:

•   Staff Costs Ratio: 63% 58%#p#分页标题#e#

calculated as Staff Costs/Revenue

• Return on Capital Employed: 12.9% 15%

calculated as PBIT/Total Assets – Current Liabilities

• Gearing Ratio: 45.5% 42%

calculated as Non Current Liabilities/Total Equity

 

Industry Average Score each NFPI 50

in terms of its Entrepreneurial Capability & Management of Organic 

Growth but well below average in terms of the way it has managed

Acquisitions to date. According to the survey, it is not seen as a Global 

player measured against competitors. The WRSX Brand is quite well 

known but it is not a Top 20 Brand in the industry. Equally, it’s 

ownership of Trade Names and Intellectual Property Rights is below the 

industry average. 

 

Management of Risk:Traditionally WRSX has performed well in 

benchmark surveys in terms its management of Financial Risk but it has 

dropped below average as a result of a sustained investment in 

acquisitions in recent years. Some acquisitions have not been perceived 

as financially astute. The recent corruption scandal involving Raphael 

Roux has damaged WRSX Group’s Reputational Risk score. Equally, the 

way the business is structured and managed, i.e. local autonomy and a 

“light-handed approach” by the WRSX Group Board, results in a low score 

in terms of Management of Operational, Market and Business Risk against 

the industry average. 

 

3. Leadership Capability:Some offices perform well but others 

perform badly in terms of Management of Operations, Information 

Management and Administration - so that across the Group scores 

average out at below the Industry average. WRSX performs well below 

the industry average in terms of its Strategic Leadership Capability, its Ability to Lead and Manage Change and its ability to attract and retain high quality personnel in key positions in its businesses.

 

Corporate Social Responsibility (CSR): Previous surveys have 

shown high scores for WRSX in terms of its ethical stance and its social 

profile (its social contribution to the communities in which it trades) but lower for corporate governance (the set of processes, customs and 

policies affecting the way the Group is administered or controlled).  All three scores have dropped dramatically following the corruption scandal involving Raphael Roux and concerns about the strength of the WRSX Board. WRSX also scores well below industry average in terms of its sustainability profile/carbon foo

Value chain analysis

 

WRSX scores highly on its market research capability and its understanding of market segments and channels. It also scores very highly in terms of its creativity and innovation but this masks a poor score for this factor in the USA. The breadth of services and disciplines WRSX offers matches the industry average being neither a specialist provider nor one of the Top Four that provides a full range of services to clients. Its account management 

 

structure is perceived as providing a below average service. Value added 

to clients’ businesses is seen currently as very slightly below industry 

average. This is an improvement on some previous surveys.

 

Procurement and Supplier Management: WRSX performs badly in 

terms of the way it manages production buying and how well it builds and exploits good relationships with suppliers. It performs particularly badly in terms of the synergies it achieves through exploiting economies of scale across the Group and it also fails to use its Group buying power in terms of buying media for clients.

 

Strenth and weakness

WRSX is a creative, innovative, customer-driven communication company built around highly specialised business units.but it’S CSR and  Procurement and Supplier Management need improving.