浅述服装行业竞争动态(英文版).pptVIP

Competitive Rivalry and Competitive Dynamics Michael A. Hitt R. Duane Ireland Robert E. Hoskisson Chapter 5 1 ©2003 Southwestern Publishing Company 第一页，共四十九页。 Strategy Implementation Strategy Formulation The Strategic Management Process Feedback Strategic Inputs Strategic Actions Strategic Outcomes 2 第二页，共四十九页。 Definitions Competitors firms operating in the same market, offering similar products and targeting similar customers Competitive rivalry the ongoing set of competitive actions and responses occurring between competitors competitive rivalry influences an individual firm’s ability to gain and sustain competitive advantages 3 第三页，共四十九页。 Definitions Competitive behavior the set of competitive actions and competitive responses the firm takes to build or defend its competitive advantages and to improve its market position Competitive dynamics the total set of actions and responses taken by all firms competing within a market 4 第四页，共四十九页。 From Competitors to Competitive Dynamics Engage in Why? How? 5 第五页，共四十九页。 個案:General Mills 早餐穀片市場 主要競爭者—家樂氏與Post (Philip Morris旗下的Kraft) 競爭手法—價格/創新產品 買一送一的促銷 General Mills 的問題 現有競爭者 潛在競爭者 供應商的貨源受污染 1995年GM總裁宣佈取消價格促銷戰術 家樂氏跟進 Post乘機爭奪市場 次要競爭者(私有品牌)伺機大顯身手 改良產品 提高效率 和零售商建立良好關係 大廠的競爭反應 減價 私有品牌利潤受到壓縮而出售產品線 6 第六页，共四十九页。 Effect of Competitive Rivalry on a Firm’s Strategies Success of a strategy is determined by: the firm’competitive actions how well it anticipates competitors’ responses to them how well the firm anticipates and responds to its competitors’ initial actions Competitive rivalry affects all types of strategies most dominant influence is on the firm’s business-level strategy or strategies. 7 第七页，共四十九页。 A Model of Competitive Rivalry feedback 8 第八页，共四十九页。 Competitive Rivalry Firms are mutually interdependent one firm’s competitive actions have noticeable effects on competitors one firm’s competitive actions elicit competitive responses from competitors competitors feel each other’s actions and responses Marketplace succ