Analisis Interno Y Externo Empresarial De Un Broker De Bolsa

Post Graduate Diploma in Strategic Management Level 7

Business environmental Analysis

Course Leader: Dr. Vanessa Scholes

STUDENT: MSC. ENG DIETRICH TRUCHSESS R

STUDENT ID: 3803477

AUCKLAND, MARCH 2013

NZMA TUTOR JENNIFER NAEEN / MARTIN SZECO

MAY 9TH 2013

BUSINESS ENVIRONMENT ANALYSIS OF A STOCK MARKET COMPANY

1. ABSTRACT

At the present time the company I represent “NZ Investors Ltd” as any brokerage firm is looking for new clients in the stock exchange worldwide, in order to demonstrate leadership, being a cutting edge with aggressive policies and giving confidence to all its customers. It is necessary to develop tools to analyze the business environment of these companies the clients will trade. This analysis based on internal & external point of view. In this case, one of the overseas clients is trying to invest in Beca Construction (BECA), but it is necessary first to analyze its business environment to achieve a satisfactory inversion. The client is considering to analyze a 10 years long term investment. To achieve this, the firm I represent, will develop a tool to analyze the competitive business environment of BECA construction , which in the future, I will call it only BECA, its internal and external issues along with its competitive advantage. By combining PESTEL, SWOT frameworks, I will create a new model called PESTELI-TOWS and the competitive advantage will be analyzed using PORTER framework. Once the model summarizes the external & internal issues of Beca Construction, I will determine its competitive business environment for the 10 years. I will determine all issues of the new model such as political, economic, environmental, industrial, threats, weakness, opportunities and the consequence of these elements in relation with BECA and its possible consequences. This will allow the client from overseas, to visualize the strategic position of the organization, orienting efforts and determining if an investment is achievable, producing effectiveness & efficiency, in the performance of its financial activities. In this sense, the study will give the client information to develop a strategic investment with BECA knowing if it is worthy or not to invest in the mean time.

1. QUESTIONING TO DEVELOP THE BUSINESS MODEL.

A stock broker is an independent organization that offers all the necessary facilities for its members, following the mandates of their customers, enters orders and conducts negotiations for buying and selling securities. Understanding by securities, shares of companies, raw materials such as gold, silver, oil, corn, coal and anything that could be traded where it could be a profit. To explain what these instruments consist of and how to predict the behavior of such securities, is not the intension of this article because it is for organizations with a minimum knowledge of the stock market trading. New Zealand Investors Ltd NZI, the company I represent, has clients who invests in shares around the world, and it compulsory to provide financial advice to them. To perform this task, it is vital to analyze the business environment of many companies to predict if shares will rise or consequently will go down. Based on the above on question comes to stage: How does NZI can provide more confidence to its oversea client along with more business opportunities in order to invest in BECA's shares? The answer to this issue is to develop a tool which analyzes the business context of BECA in order for the client to trade its shares in the NZ stock market. As known the stock market is a world highly dynamic and incredibly unpredictable, so, the question is what best tool adapts to the stock market trading environment? No tool fits perfectly when it is analyzed BECA's business environment, and to answer this questions it is essential to find a theory, or a combination of different theories that evaluate its dynamic environment. In this sense, it is compulsory to analyze the internal view in order to develop a strategy within a ten years period. This is the time where the mission needs to be accomplished. Finally, it is necessary to analyze BECA’s closest competitors, in order to be a step ahead and always ready, trying to avoid future rivalry between all market forces.

As seen, all theories have limitations, but in this case, PEST would be one who best adapts to the stock market conditions because it adapts perfectly to the external issues that impact shares. To strengthen PESTEL's deficiencies, I will include the missing issues to perform a complete analysis. The question is: What are these missing issues?. PESTEL only considers external issues leaving outside the internal ones. This is the answer why this framework needs to be complemented with other framework who considers internal issues. What additional model then would it be used to consider these internal issues? SWOT is the model who best adapts to the internal issues because it analyzes the company, looking for the company's strengths and weaknesses and these are internal issues. What is the scope of PESTEL framework then? The strategic review process usually begins with the study of more common factors that affect the environment. The PEST model (short for Political factors, Economic, Social and Technological) analyzes the context of a company or business unit. (ALVAREZ, 2009).

Now, PEST & SWOT together, consider internal & external issues of the business environment of an organization. The question is: how to consider the level of competency of the company? In other words, how can I included in the new model? To analyze the level of competency, it is advantageous to include the PORTER framework mixed with the other two theories because it considers the business competitiveness strategies in a market (Investing Answers, 2013). In this sense, I may ask, how to assemble all these three theories in order to make the analysis in an easy way? Using a similar procedure as SWOT it is prudent to build a matrix which will be discussed in details later, in order to consider all issues in one framework. This makes easier its application by the analyst, as well as, avoids its dependency on the experience of the manager, giving the procedure a more objective criteria.

2. HISTORY

The history of this strategic planning tool is imprecise. The first mention of PEST tool is in 1967, by Francis Aguilar in 1967. He is the one who accredits with the origin of this strategic analytical approach. Aguilar talked about ETPS, which is the acronym of Economic, Technological, Political, and Social environment. They are the four factors that must be scanned to look for analytical grounds, to judge

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