煙草行業(yè)的競(jìng)爭(zhēng)動(dòng)態(tài)(英文版)-在線瀏覽
2025-03-23 10:37本頁(yè)面
【正文】 esponses 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(lè)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(wèn)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(lè)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 petitors – 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
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