Solar

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Major Issues Although there are numerous problems facing SDI and its leadership (short on capital, insufficient and inefficient production, poor marketing, etc.), these "symptoms" are a reflection of management's lack of business knowledge, engineering knowledge, and an overall lack of strategic direction.

Industry Definition For the purpose of this analysis, SDI is assumed to be in the bird feeder industry. More specifically, the company is in the strategic group that concentrates on high-end, squirrel resistant bird feeders.

Driving Forces (1) Increase in the number of bird watchers (growing market), () geographic influence bird watchers seem to be concentrating in certain areas, () Technological advancements in bird feeder design.

KSF's (1) Functionality (Resist squirrels/feed birds), () lawn appeal, () quality, (4) price also seems to be an issue.

SWOT Analysis of The Solar Feeder.

Strengths

1. Award-winning product innovation

. Aesthetically appealing product relative to its competition (lawn appeal)

. Very positive, enthusiastic organizational culture

Weaknesses

1. Lack of money

. Lack of management know-how and vision

. Production is inefficient resulting in long delivery delays and a product that is too expensive for the market.

Opportunities

1. There are investors with sufficient capital interested in investing in SDI.

. The market for birdwatchers is growing rapidly

. There are untapped distribution channels that could expose more potential customers

Threats

1. Demand of the product is seasonal.

. The industry has Low barriers to entry.

. There are a number of groups, including much of SDI's target market, that are sensitive to how animals (including squirrels) are treated.

Alternatives

1. Outsource SDI manufacturing

+ Increase the level of expertise in this vital function

+ Efficiency increase could lower cost of goods sold allowing price decrease

+ Free SDI management to concentrate on raising capital and marketing the product

Lose control of a vital function

Requires a great deal of coordination because of the tight technical tolerances

Possibility of technology being leaked once it is "out of house"

Requires capital that SDI does not presently possess

. License SDI technology to a more established company in the industry.

+ Plays to SDI's core competency (anti-squirrel technology)

+ Frees management from responsibilities for which they are obviously ill-prepared

+ They may actually MAKE money from their invention

Loss of control in all business decisions (depending on how the license is written up)

May be difficult to locate a suitable, interested partner

. Develop mission, vision, and strategic business plan.

+ Provides direction to a directionless organization

+ Satisfy potential investors' desire for business plan, thereby increasing capital available to finance business

+ Improve business knowledge of SDI manages

May not possess the expertise to do this without outside help

Time is of the essence and strategic planning takes time

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