工商管理专业MBALectureLecture08.pptxVIP

工商管理专业MBALectureLecture08第1页/共17页 Industry Analysis2The naturalEnvironmentThDemographic StructureSocial StructureThe Natural EnvironmentDemographic StructureSocial StructureThe National/InternationaleconomyTechnologyGovernmentand politicsThe IndustryEnvironmentSuppliersCompetitorsCustomers第2页/共17页 The spectrum of industry StructuresPerfectCompetitionOligopolyDuopolyMonopoly3ConcentrationMany FirmsA few FirmsTwo FirmsOne firmEntry andExit BarriersNo BarriersSignificant BarriersHigh BarriersProductDifferentiationHomogeneousProduct ( commodity) Potential for Product DifferentiationInformationAvailabilityNo impediments to information flow Imperfect availability of Information第3页/共17页 The five forces of industry competitiveness4SUPPLIERSINDUSTRYCOMPETITORSRivalry amongexisting firmsPOTENTIALENTRANTSSUBSTITUTESBUYERSThreat of newEntrantsThreat of newsubstitutesBargaining power of buyersBargaining power of suppliers第4页/共17页 The Structural determinants of the Five Forces5SUPPLIER POWERFactors determining power of suppliers relative to producers; same as those determining power of producers relative to buyers- see Buyer Power BoxINDUSTRY RIVALRYConcentrationDiversity of competitorsProduct differentiationExcess capacity and exit barriersCost conditionsTHREAT OF SUBSTITUTESBuyer propensity to substituteRelative prices and performance of substitutesTHREAT OF ENTRYCapital RequirementsEconomies of scaleAbsolute cost advantageProduct differentiationAccess to distribution channelsGovernment and legal barriersRetaliation by established producersBUYER POWERPrice Sensitivity Bargaining PowerCost of product relative to total cost Size and concentration of buyers relative to producersProduct differentiation, competition between Buyers switching costs; Buyers InformationBuyers Bu