淺述服裝行業(yè)競(jìng)爭(zhēng)動(dòng)態(tài)(英文版)-wenkub.com
2024-12-31 09:47 本頁面
【正文】 2023 Southwestern Publishing Company Strategy Implementation Chapter 13 Strategic Entrepreneurship Chapter 11 Organizational Structure and Controls Chapter 10 Corporate Governance Chapter 12 Strategic Leadership Strategy Formulation Strategic Competitiveness AboveAverage Returns Strategic Intent Strategic Mission Chapter 2 The External Environment Chapter 3 The Internal Environment The Strategic Management Process Feedback Strategic Inputs Strategic Actions Strategic Outcomes Chapter 5 Competitive Rivalry and Competitive Dynamics Chapter 4 BusinessLevel Strategy 2 Definitions ? Competitors – firms operating in the same market, offering similar products and targeting similar customers ? Competitive rivalry – the ongoing set of petitive actions and responses occurring between petitors – petitive rivalry influences an individual firm’s ability to gain and sustain petitive advantages 3 Definitions ? Competitive behavior – the set of petitive actions and petitive responses the firm takes to build or defend its petitive advantages and to improve its market position ? Competitive dynamics – the total set of actions and responses taken by all firms peting within a market 4 From Competitors to Competitive Dynamics Competitors ? Through petitive behavior ? Competitive actions ? Competitive responses ? To gain an advantageous market position Competitive Dynamics ? Competitive actions and responses taken by all firms peting in a market Competitive rivalry Engage in What results? What results? Why? How? 5 個(gè)案 :General Mills ? 早餐穀片市場(chǎng) ? 主要競(jìng)爭(zhēng)者 — 家樂氏與 Post (Philip Morris旗下的 Kraft) ? 競(jìng)爭(zhēng)手法 — 價(jià)格 /創(chuàng)新產(chǎn)品 – 買一送一的促銷 ? General Mills 的問題 – 現(xiàn)有競(jìng)爭(zhēng)者 – 潛在競(jìng)爭(zhēng)者 – 供應(yīng)商的貨源受污染 ? 1995年 GM總裁宣佈取消價(jià)格促銷戰(zhàn)術(shù) – 家樂氏跟進(jìn) – Post乘機(jī)爭(zhēng)奪市場(chǎng) – 次要競(jìng)爭(zhēng)者 (私有品牌 )伺機(jī)大顯身手 ? 改良產(chǎn)品 ? 提高效率 ? 和零售商建立良好關(guān)係 ? 大廠的競(jìng)爭(zhēng)反應(yīng) – 減價(jià) – 私有品牌利潤(rùn)受到壓縮而出售產(chǎn)品線 6 Effect of Competitive Rivalry on a Firm’s Strategies ? Success of a strategy is determined by: – the firm’petitive actions – how well it anticipates petitors’ responses to them – how well the firm anticipates and responds to its petitors’ initial actions ? Competitive rivalry – affects all types of strategies – most dominant influence is on the firm’s businesslevel strategy or strategies. 7 A Model of Competitive Rivalry Competitive Analysis ? Market monality ? Resource similarity Drivers of Competitive Behavior ? Awareness ? Motivation ? Ability Interim Rivalry ? Likelihood of Attack ? First mover incentives ? Organizational size ? Quality ? Likelihood of Response ? Type of petitive action ? Reputation ? Market dependence Outes ? Market position ? Financial performance feedback 8 Competitive Rivalry ? Firms are mutually interdependent – one firm’s petitive actions have noticeable effects on petitors – one firm’s petitive actions elicit petitive responses from petit
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