战略管理课件 BM301 Lecture Week 04 industry analysis , strategy management.pptVIP

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战略管理课件 BM301 Lecture Week 04 industry analysis , strategy management.ppt

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战略管理课件 BM301 Lecture Week 04 industry analysis , strategy management

Welcome to BM301 Strategic Management Industry Analysis INDUSTRY ANALYSIS “Structural analysis gives us a framework for understanding the competitive forces operating in an industry that are crucial to developing competitive strategy” Porter (1980) “It is the firm that matters, not the industry. Successful businesses ride the waves of industry misfortunes” Baden-Fuller and Stopford (1992) INDUSTRY ANALYSIS For many strategists, it is the structure of the industry that has a large bearing on the success, or otherwise, of organisations. In this context, this session has 4 main aims: To analyse the Industry Life Cycle model and the implications for strategy To examine Porter’s Five Forces model and its relationship to strategic choice To undertake an evaluation of industry analysis To examine whether it is the industry or firm that matters INDUSTRY LIFE CYCLE In order to clarify the general types of strategy to be followed, it is important to establish at what stage of its life cycle the industry is at. An industry will go through 4 main phases: Introduction: - Sales develop slowly and profits are small or non-existent Growth: - Sales grow rapidly as profit and competition increases Maturity: - Sales growth slows, pressure on profits and focus starts to switch to cost reduction Decline: - Price competition, cost controls and cyclicality INDUSTRY LIFE CYCLE: STRATEGIC IMPLICATIONS At each different stage of the life cycle there are different strategies that can be followed. For example, Introduction: A first mover strategy or a fast second follower. One of the aims is to become the industry standard Growth: Market penetration, market entry strategies and segmentation or differentiation strategies. One of the aims is to become the market leader Maturity: Efficiency or cost reduction strategies come to the fore. This could involve the relocation of operations. One of the aims is to defend the position in the industry Decline: Cost reduction strategies be