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工大學(xué)工商管理學(xué)院 黎文 版權(quán)所有, Copyright 11 Buyer Power Is Higher When ? Buyer accounts for a large percentage of the industry’s output. ? Product is undifferentiated. ? Threat of backward integration. ? Buyer has full information. ? Example: 華南理工大學(xué)工商管理學(xué)院 黎文 版權(quán)所有, Copyright 12 Supplier Power Is Higher When ? Suppliers are concentrated. ? No or few Substitute for the product. ? Differentiated product/high switching cost. ? Limited Supply. ? Example: Video Game Machine (Nintendo!) 華南理工大學(xué)工商管理學(xué)院 黎文 版權(quán)所有, Copyright 13 Industry Attractiveness based on Market Factors High Low Size Large Small Growth High Slow Stage in life cycle Early Late Cyclicity Low High Seasonality Low High Marketing spending Low High Profits High Low Financial ratios High Low Attractiveness Market Factors 華南理工大學(xué)工商管理學(xué)院 黎文 版權(quán)所有, Copyright 14 Industry Attractiveness based on Competitive Factors High Low Concentration Low High Power of buyers Low High Power of suppliers Low High Rivalry Low High Pressure from substitutes Low High Capacity utilization High Low Threat of entry Low High Attractiveness Competitive Factors 華南理工大學(xué)工商管理學(xué)院 黎文 版權(quán)所有, Copyright 15 III. (Macro) Environmental Factors ? Technological* ? Economic* ? Social ? Political ? Regulatory* For your project, pick only important ones 華南理工大學(xué)工商管理學(xué)院 黎文 版權(quán)所有, Copyright 16 Typology of Technical Developments * Includes agronomic and biomedical developments. 華南理工大學(xué)工商管理學(xué)院 黎文 版權(quán)所有, Copyright 17 Projected Change in . Population 19952022 5,584,488 5,467, 3328,042,83611,155,3592,352,954679,4191,925,310749,4980 9 10 19 20 29 30 39 40 49 50 59 60 69 70 79 80 89 90+The ing bulge of TEENAGE “ECHO BOOMERS” will benefit the entertainment, casual apparel, and consumer electronics industries. AGING BOOMERS will give a lift to industries related to financial services, travel and leisure, nutrition, and home furnishings. ES: 華南理工大學(xué)工商管理學(xué)院 黎文 版權(quán)所有, Copyright 18 . Ine Inequality 華南理工大學(xué)工商管理學(xué)院 黎文 版權(quán)所有, Copyright 19 Business Implications of Social Changes ? The Shrinking Day ? Connected Individual ? Body + Soul 華南理工大學(xué)工商管理學(xué)院 黎文 版權(quán)所有, Copyright 20 Examples for Evaluating Category Attractiveness ? Energy Bars (from earlier version) ? Retail Coffee ? MP3 Phone 華南理工大學(xué)工商管理學(xué)院 黎