98年版-策略行销工具箱 .pptVIP

Buyers Suppliers Treat of new entrants Bargaining power of buyers Bargaining power of suppliers Threat of substitutes Industry competitors Substitutes New entrants Intensify of Rivalry Entry Barriers Economics of scale Proprietary product differences Brand identity Switching costs Capital requirements Access to distribution Absolute cost advantages - proprietary learning curve - access to necessary inputs - proprietary low-cost production design Government policy Expected retaliation Rivalry Determinants Industry growth Fixed (or storage) costs / value added Intermittent overcapacity Product differences Brand identity Switching costs Concentration and balance Informational complexity Diversity of competitors Corporate stakes Exit barriers Entry Barriers Differentiation of inputs Switching costs of suppliers and firms in the industry Presence of substitute inputs Supplier concentration Importance of volume to supplier Cost relative to total purchases in the industry Impact of inputs on cost or differentiation Threat of forward integraion relative to threat of backward integration by firms in the industry Bargain leverage Buyer concentration versus firm concentration Buyer volume Buyer switching costs relative to firm switching costs Buyer information Ability to backward integrate Substitute products Pull-through Price sensitivity Price/total purchases Product differences Brand identity Impact on quality/ performance Buyer profits Decision makers’ incentives Determinants of Buyer Power 竞争对手无法赶上的竞争优势 这个工具帮助我们思考目前的状况，明天的状况，和未来的状况。提醒我们不要只去思考眼前的问题，也能预留未来胜利的空间和方向 This tool helps us to evaluate where we are today, where will we be tomorrow, and where we will be in the future. It enables us to have a broader view of the whole picture and to march on in a meaningful future direction. 竞争优势Competitive Edge 比较性的优点 Comparative Advantage 比较好” Something better 具竞争性的长处 Competitive Advantage 不同的特性让我们的对手今日无法赶上我们 Something different which competitor