industryandcompetitiveanalysis(英文版)(編輯修改稿)
2025-04-15 23:12 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 rgaining power of buyers ? Explain how each force acts to create petitive pressure ? Decide whether overall petition is brutal, fierce, strong, normal/moderate, or weak and how can influence future performance of the peting panies Rivalry Among Competing Sellers ? Usually the most powerful of the five forces ? Check which weapons of petitive rivalry are most actively used by rivals in jockeying（ 嗣機(jī)尋找 ） for position – Price – Quality – Performance features offered – Customer service – Warranties/guarantees – Advertising/promotions – Dealer works – Product innovation What Causes Rivalry to Be Stronger? ? Slow market growth ? Costs more to get out of business than to stay in (Exit barriers) ? Industry conditions tempt（ 誘惑） some firms to go on the offensive to boost volume and market share (Scale Economies or Learning Curve to be achieved) ? A successful strategic move carries a big payoff（ 決定性招數(shù) ） ? One or more firms initiates moves to bolster（ 支持） their standing at expense of rivals ? Customers have low costs in switching brands ? Lots of firms, more equal in size and capability ? Firms have diverse strategies, corporate priorities, resources, and countries of origin Competitive Force of Potential Entry ? Seriousness of threat depends on – Attractiveness of the industry for the new entrant – Barriers to entry – Reaction of existing firms to entry ? Barriers exist when – Newers confront obstacles – Economic factors put potential entrant at a disadvantage relative to incumbent firms Common Barriers to Entry ? Economies of scale ? Inability to gain access to specialized technology ? Existence of learning/experience curve effects ? Strong brand preferences and customer loyalty ? Capital requirements and/or other specialized resource requirements ? Cost disadvantages independent of size ? Access to distribution channels ? Regulatory policies, tariffs, trade restrictions Principle of Competitive Markets Threat of entry is stronger when: ? Entry barriers are low ? Sizable pool of entry candidates exists ? Incumbents are unwilling or unable to contest a newer’s entry efforts ? Newer can expect to earn attractive profits Competitive Force of Substitute Products Substitutes matter when customers are attracted to the products of firms in other industries Concept ? Eyeglasses vs. Contact Lens ? Sugar vs. Ar
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