Environmental Analysis and Strategic Uncertainty参考.ppt

? Copyright 2010 John Wiley Sons Ltd Strategic Market Management Global Perspectives David A. Aaker and Damien McLoughlin ISBN: 978-0-470-68975-2 /college/aaker ? Copyright 2010 John Wiley Sons Ltd * Chapter Five ? Copyright 2010 John Wiley Sons Ltd * Environmental Analysis and Strategic Uncertainty “There are fish in the sea better than have ever been caught.” Traditional Irish saying “Everyone experiences tough times, it is a measure of your determination and dedication how you deal with them and how you can come through them.” Lakshmi Mittal, Indian Industrialist “If you’re not confused, you’re not paying attention.” Tom Peters Environmental Analysis Technology To what extent are existing technologies maturing? What technological developments or trends are affecting or could affect the industry? Government/Economic Trends What are the economic prospects and inflation risks for the countries in which the firm operates? How will they affect strategy? What changes in regulation are possible? What will their impact be? What tax or other incentives are being developed that might affect strategy? Figure 6.1 Figure 5.1 Environmental Analysis Consumer Trends What are the current or emerging trends in lifestyles, fashions and other components of culture? Why? What are their implications? What demographic trends will affect the market size of the industry or its submarkets? What demographic trends represent opportunities or threats? Figure 6.1 Environmental Analysis General External Analysis Questions What are the significant trends and future events? What threats and opportunities do you see? What are the key areas of uncertainty as to trends or events that have the potential to impact strategy? Evaluate these strategic uncertainties in terms of their impact. Scenarios What strategic uncertainties are worth being the basis of a scenario analysis? Figure 6.1 Figure 5.1 Chapter 5 - Environmental Analysis and Strategic Uncertainty PPT 5-* Being Green Mo