Position means how to justify the right business either to the company or to the market.
But what if the company can't adapt to it, whatever it is a new business model or a new skill set required, or a new approach other than an existing one.
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5 force model for existing business:
Buyers, Suppliers: Weak Bargaining power
New Entrants: Happening
Substitutes: Happening
Competitors: Fierce
SWOT for new business:
O: emerging, diverse opportunities
S: brand, size, a little power
W: integration capability, slow to catch, supplier chain
T: existing related company
4P:
Product: ASIC, Component or Solution Provider
Price:
Place: Echo System, Channel, Food chain
Promotion: Alliance, Enabler, Partner