策略Analyzing--a--Company’s--External-Environment获奖课完整版.pptx

AnalyzingaCompany’sExternalEnvironmentChapter2MUST—SYN

TheStrategicallyRelevantComponentsofaCompany’s

ExternalEnvironmentThinkingStrategicallyAboutaCompany’sIndustryandCompetitiveEnvironmentTheIndustry’sStrategy-ShapingBusinessandEconomicFeaturesTheKindsofCompetitiveForcesIndustryMembersAreFacingTheForcesthatAreDrivingIndustryChangeandWhatImpactWillTheyHaveTheMarketPositionsRivalsOccupy—WhoIsStronglyPositioned andWhoIsNot?TheStrategicMovesRivalsAreLikelytoMakeNextTheKeyFactorsforFutureCompetitiveSuccessWhethertheOutlookfortheIndustryPresentsanAttractiveOpportunityChapterOutline

TwosituationalconsiderationsCompany’sexternalor

macro-environmentIndustryandcompetitiveconditionsCompany’sinternalor

micro-environmentItscompetencies,capabilities,

resourcestrengthsandweaknessesItscompetitivenessvis-à-visrivalsWhatIsSituationAnalysis?

Fig.2.2:TheComponentsofa

Company’sMacroenvironment

Industry’sbusinessandeconomictraitsNatureandstrengthofcompetitiveforcesDriversofchangeintheindustryRivals’positionsandlikelymovesKeysuccessfactorsIndustryattractivenessTheSevenAreasoftheIndustryandCompetitiveEnvironmenttoExplore

1.IdentifyingtheIndustry’sStrategy-ShapingBusinessandEconomicFeaturesMarketsizeandgrowthrateBuyerneedsandrequirementsNumberofrivalsScopeofcompetitiverivalryDegreeofproductdifferentiationProductinnovationProductioncapacityPaceoftechnologicalchangeVerticalintegrationEconomiesofscaleLearningandexperiencecurveeffects

ObjectivesaretoidentifyMainsourcesofcompetitiveforcesStrengthoftheseforcesKeyanalyticaltoolFiveForcesModel

ofCompetition2.DiagnosingtheStrengthofCompetitiveForcesIndustryMembersAreFacing

Fig.2.3:TheFive-ForcesModelofCompetition

HowtoAnalyzetheFive

CompetitiveForcesStep1:Identifythespecificcompe