战略管理讲义(2)PPT.pptVIP

JIA Liangding Lecture 03 The External Environment The external factors can be divided to three interrelated subcategorizes: 1. factors in the remote environment 2. factors in the industry environment 3. factors in the operating environment. What’s the objective of the external environment analysis? Know nature and know the situation: Triumph completely. Know the other and know yourself: Triumph without peril. 1. Remote Environment Economic Factors Social Factors Political Factors Technological factors Ecological Factors 2. Industrial Structure The essence of strategy formulation is coping with competition. It is easy to view competition too narrowly and too pessimistically. The intensity of competition in an industry is neither a matter of coincidence nor bad luck. Rather, competition in an industry is rooted in its underlying economic structure and goes well beyond the behavior of current competitors. The state of competition in an industry depends on five basic competitive forces. The collective strength of these forces determines the ultimate profit potential in the industry. Not all industries have the same potential. The Objectives of Industry Analysis To understand how industry structure drives competition, which determines the level of industry profitability To evaluate industry attractiveness To consider how changes in industry structure may influence future profitability To identify opportunities to change industry structure The Spectrum of Industry Structures (1) Threat of Entry New entrants to an industry bring new capacity, the desire to gain market share, and often substantial resources. The seriousness of the threat of entry depends on the barriers present and on the reaction from existing competitors that entrants can expect. Barriers to entry 1. Economies of scale 2. Product differentiation 3. Capital requirements 4. Cost disadvantages independent of size learning curve, proprietary technology, government subsidies, favorable location, etc. 5.