西南大学-企业外部环境培训.ppt

第二章 外部环境: 机会, 威胁, 工业竞争, 和竞争对手分析 26 27 利润高, 风险回报 利润低, 风险回报 利润高, 稳定回报 利润低, 稳定回报 准入与退出障碍对工业利润的影响 准入 障碍 退出障碍 高 低 高 低 竞争对手分析 工业分析 竞争对手分析 在工业分析之后， 必须对竞争对手企业进行有效的分析 将来的目标 我们的目标怎样与竞争对手的相比？ 将来的重点在那里? 用什么样的态度对待 风险? 竞争对手分析 趋使竞争对手的动力是什么? 竞争对手分析 竞争对手正在做什么? 竞争对手能做什么? Future Objectives How do our goals compare to our competitors?goals? Where will emphasis be placed in the future? What is the attitude toward risk? 现在的战略 我们现在怎样竞争? 当前的战略是否支持竞争结构的变化? 竞争对手分析 竞争对手对自身和工业的信仰是什么? Future Objectives How do our goals compare to our competitors?goals? Where will emphasis be placed in the future? What is the attitude toward risk? Current Strategy How are we currently competing? Does this strategy support changes in the competition structure? 我们是否假设将来是动荡的? 我们是否假设竞争条件是稳定的? 我们的竞争对手对他们自己和工业的假设是什么? 假设 竞争对手的能力是什么? Future Objectives How do our goals compare to our competitors?goals? Where will emphasis be placed in the future? What is the attitude toward risk? Current Strategy How are we currently competing? Does this strategy support changes in the competition structure? Do we assume the future will be volatile? Are we operating under a status quo? What assumptions do our competitors hold about the industry and themselves? Assumptions 我们的竞争对手的优势和劣势是什么? 我们的能力与竞争对手相比是怎样的状况? 能力 竞争对手分析 Future Objectives How do our goals compare to our competitors?goals? Where will emphasis be placed in the future? What is the attitude toward risk? Current Strategy How are we currently competing? Does this strategy support changes in the competition structure? Do we assume the future will be volatile? Are we operating under a status quo? What assumptions do our competitors hold about the industry and themselves? Assumptions 资源 我们的竞争对手将来会做什么? 我们在哪些方面有竞争优势? 资源将会怎样改变我们与竞争的关系? Capabilities What are my competitors?strengths and weaknesses? How do our capabilities compare to our competitors? 竞争对手分析 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 Transparency 2-* Michael A. Hitt R. Duane Ireland Robert E