产业和竞争力分析(ppt 32页)

Chapter  Outline
Role of Situation Analysis in Strategy-Making
Methods of Industry and Competitive Analysis
Industry’s Dominant Economic Traits
Industry’s Competitive Forces
Drivers of Industry Change
Competitive Positions of Rivals
Competitive Moves of Rivals
Key Success Factors
Conclusions:  Overall Industry Attractiveness
Conducting an Industry and Competitive Analysis
Good  Situation  Analysis  Leads  to  Good  Strategic  Choices
1. Industry’s dominant economic traits
2. Nature of competition & strength of competitive forces
3. Drivers of industry change
4. Competitive position of rivals
5. Strategic moves of rivals
6. Key success factors
7. Conclusions about industry attractiveness
(Chapter 2)
1. Assessment of company’s present strategy
2. Strengths, weaknesses, opportunities, & threats
3. Company’s costs compared to rivals
4. Strength of company’s competitive position
5. Strategic issues to be addressed
(Chapter 3)
Question  1:  What  Are  theIndustry’s  Dominant  Economic  Traits?
Market size and growth rate
(Scope of competitive rivalry)
Number of competitors and their relative sizes
Prevalence (流行） of backward/forward integration
Entry/exit barriers
Nature and pace of technological change
Product and customer characteristics
Scale economies and experience curve effects
Capacity utilization and resource requirements
(Industry profitability)

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