煙草行業(yè)的競爭動態(tài)(英文版)-wenkub
2023-03-10 10:37:13 本頁面
【正文】 ors – petitors feel each other’s actions and responses ? Marketplace success is a function of both individual strategies and the consequences of their use 9 Competitor Analysis ? Competitor analysis – a technique firms use to understand their petitive environment. Along with the general and industry environments, the petitive environment prises the firm’s external environment – a technique used to help the firm understand its petitors – the first step to being able to predict petitors’ behavior in the form of its petitive actions and responses 10 Market Commonality ? Market Commonality is concerned with – the number of markets with which a firm and a petitor are jointly involved – the degree of importance of the individual markets to each petitor ? Most industries’ markets are somewhat related in terms of – technologies – core petencies ? Multimarket petition – Firms peting in several markets 11 Resource Similarity ? Resource similarity – the extent to which the firm’s tangible and intangible resources are parable to a petitor’s in terms of both type and amount ? Firms with similar types and amounts of resources are likely to – have similar strengths and weaknesses – use similar strategies ? Assessing resource similarity can be difficult if critical resources are intangible rather than tangible 12 A Framework of Competitor Analysis Market Commonality High Low Low High Resource Similarity The shaded area represents degree of market monality between two firms Resource endowment B Resource endowment A KEY I II III IV 13 Drivers of Competitive Actions and Responses: ? Awareness is the extent to which petitors recognize the degree of their mutual interdependence – mutual interdependence results from ? market monality ? resource similarity Awareness Awareness Drivers of petitive behavior 14 Motivation Drivers of Competitive Actions and Responses: ? Motivation concerns the firm’s incentive – to take action – or to respond to a petitor’s attack – and relates to perceived gains and losses Awareness Drivers of petitive behavior Motivation 15 Ability Drivers of Competitive Actions and Responses: ? Ability relates – to each firm’s resources – the flexibility these resources provide ? Without available resources the firm lacks the ability – to attack a petitor – to respond to the petitor’s actions Awareness Drivers of petitive behavior Motivation Ability 16 Drivers of Competitive Actions and Responses: ? A firm is more likely to attack the rival with whom it has low market monality than the one with whom it petes in multiple markets ? Because of the high stakes of petition under the condition of market monality, there is a high probability that the attacked firm will respond to its petitor’s action in an effort to protect its position in one or more markets Market monality Drivers of petitive behavior influenced by Market Commonality 17 Resource similarity
教學課件相關推薦
鄂ICP備17016276號-1