第三章 企业外部环境分析Chapter3 The External Audit.ppt

* * * * * * * * * * * * * * * * * * * * * * * * * * * * * * Ch 3 -* Economies of Scale Industry Properties Barriers to market entry Product differentiation Level of competitiveness I/O Perspective Firm Performance Ch 3 -* Steps to Determine if an Acceptable Profit Can be Earned 1. Identify key aspects or elements of each competitive force 2. Evaluate how strong and important each element is for the firm 3. Decide whether the collective strength of the elements is worth the firm entering or staying in the industry Ch 3 -* The intensity of rivalry among competitors in the industry The number and size of the competitors in the industry The maturity of the industry The differentiations of products in the industry Ch 3 -* Industrial lifecycle Industry sales Time Introduction Maturity Growth Decline Ch 3 -* KFS The key factors for success are those resources, skills and attributes of firms in the industry that are essential to deliver profitability KFS are common to all the major organizations in the industry and usually do not differentiate on company from another KFS will vary from one industry to another Ch 3 -* The Five-Forces Model of Competition Potential development of substitute products Rivalry among competing firms Bargaining power of suppliers Potential entry of new competitors Bargaining power of consumers Ch 3 -* The Five-Forces Model Most powerful of the five forces Focus on competitive advantage of strategies Rivalry Among Competing Firms Ch 3 -* The intensity of rivalry among competitors in the industry The maturity of the industry The number and size of the competitors in the industry The differentiations of products in the industry Merger acquisition Free-flowing information on the Internet Ch 3 -* The threat of new entrants to the industry Economies of scale available to existing competitors The capital costs of entry Brand loyalty and customer switching costs Switching costs: the cost of changing to a new supplier, one of the key stra