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1、2020 5 4 1 ProfitPoolsandCoreCompetence DarralGClarkeProfessorofManagementTheMarriottSchoolBrighamYoungUniversity 2020 5 4 2 ProfitPools AFreshLookatStrategy OritGadieshandJamesL GilbertHarvardBusinessReviewMay June1998 2020 5 4 DarralG ClarkeforBM499 3 THEPCINDUSTRY SPROFITPOOL ValuechainfocusAxesV
2、ertical operatingmarginHorizontal shareofindustrydata 2020 5 4 DarralG ClarkeforBM499 4 TheProfitPoolLens Theprofitpoolisthetotalprofitearnedinanindustryatallpointsalongtheindustry svaluechainSegmentprofitabilitymayvarybycustomergroup productcategory geographicmarket ordistributionchannelProfitconce
3、ntrationmaybeverydifferentthanrevenueconcentrationShapeoftheprofitpoolreflectsthecompetitivedynamicsofabusinessInteractionsofcompaniesandcustomersCompetitivestrategiesofcompetitorsProductpoolsarenotstagnant 2020 5 4 DarralG ClarkeforBM499 5 THEU S AUTOINDUSTRY SPROFITPOOL 100 operatingmargin source
4、HarvardBusinessReview May June1998 autorental 2020 5 4 DarralG ClarkeforBM499 6 ProfitPools CompanyExamples CompaniesAutomakersU HaulElevators OTIS HarleyDavidsonPolaroid CoreBusinessAutomanufacturingTruckRentalElevatorManufacturingMotorcyclesInstantPhotographyCameras SourcesofHighestROIAutoleasing
5、insurancePackingmaterials storageServiceAccessories consumerproducts leasing service restaurantsFilm 2020 5 4 DarralG ClarkeforBM499 7 ManagerialImplications FocusongrowthandmarketsharecanleadacompanytofocusonunprofitablesegmentsofanindustryToday sdeeprevenuerevenuepoolmaybetomorrow sdryhole Thegoal
6、shouldbetofocusonprofitableopportunitiesIndustryshouldbeconsideredmorebroadlythantraditionaldefinitionAutomobileindustryincludesComponentmanufactureandsupplyNewcarassemblyanddeliveryNewcarwarranteeandserviceNewcarfinancingandinsuranceUsedcarsalesandservice 2020 5 4 DarralG ClarkeforBM499 8 Turbulent
7、industries Profitpoolsareespeciallyimportantandusefulinindustriesundergoingderegulationand ortechnologicalchangeSuchchangescanopennewprofitpoolopportunitiesanddrainoldonesChokepointsmaychangeorbeeliminatedOpportunitiesforeitherforwardorverticalintegrationmayemergeCurrentverticalintegrationmaybedisin
8、termediated 2020 5 4 DarralG ClarkeforBM499 9 Creatingandmanagingaprofitpool ProfitpoolanalysismayindicatenewopportunitiesorthreatsImperativesBeopentoanewperspectiveonyourbusinessandindustryDevelopingnewstrategymayrequireoverturningelementsofthecurrentstrategyBeopentoreevaluatetheroleplayedbycurrent
9、competitorsBevigilanttoidentifypossibilitythatnewentrantsmayseektoenteryourindustrywithradicalstrategies 2020 5 4 DarralG ClarkeforBM499 10 LookingAhead ProfitPoolsandtheFiveForces ProfitpoolsarecomputedbymultiplyingthesizeoftherevenuebytheunitprofitmarginEssentiallyanaccountingprocess notheoryMostv
10、aluableinsituationsinwhichexternalconditionsareessentialstableand orunimportant Oftendominatedbyinternaldataalone Thefiveforcestellsus whichwillstudynext theunderlyingdeterminantsthatdetermineboththerevenuesizeandtheunitprofitmarginTheprofitdriverswhichallowustoforecastthedirectionofchange 2020 5 4
11、11 MarakonRunners ThomasA StewartFortuneSept 28 1998 2020 5 4 DarralG ClarkeforBM499 12 MarakonAssociates sApproachtoCorporateStrategy ConsultantstomanylargecorporationsCocaCola HP GM CitiCorp etc Clientshavereturns3 1 higherthanindustrypeergroupGoalistoincreaseshareholdervaluethroughanalysisofecono
12、micprofitDeepdrillinginbusinessdatatomeasurevaluecreationProductsegmentsCustomersegments 2020 5 4 DarralG ClarkeforBM499 13 HowStrategyHappens LearningwherevalueiscreatedWaterfallchartsbyproductandcustomersegmentsEvaluatingstrategyIndustryaverageprofitperunitCompany sprofitvsindustryaverageManagingv
13、alueCurrentstrategyChangeproductfocusChangecustomerfocus 2020 5 4 DarralG ClarkeforBM499 14 Learningwherevalueiscreated 2020 5 4 DarralG ClarkeforBM499 15 EvaluatingStrategy 2020 5 4 DarralG ClarkeforBM499 16 Managingforvalue Currentstrategy Changeproductfocus ChangeCustomerfocus Value 2020 5 4 Darr
14、alG ClarkeforBM499 17 Applicationtoourcases Retailindustry Wal Mart Softdrinkindustry Coca ColaandPepsiCo Steel Nucor andaluminumcans CC S Hitech Intel Cisco andDell Videogames Nintendo Webbusinesses eBayandYahoo 2020 5 4 18 TheCoreCompetenceoftheCorporation Prahalad C K andGaryHamelHarvardBusinessR
15、eview May June1990 2020 5 4 DarralG ClarkeforBM499 19 CoreCompetence AFirmismadeupofresourcespeople patents brandnames plant equipment processes etcAcompetenceistheabilitytoemploydiverseskillsandresourcestoperformtasksandactivities Acorecompetenceisabroadlybasedand orabroadlyappliedfundamentalcapabi
16、lity 2020 5 4 DarralG ClarkeforBM499 20 CompetenceandTechnology CompetenceisnotthesameastechnologyCompetencerequirestechnologiessocialorganizationcollectivelearning 2020 5 4 DarralG ClarkeforBM499 21 Corecompetencequestions Whatarewereallygoodat Howcanwebuilduponit Whatdoweneedtobegoodat 2020 5 4 DarralG ClarkeforBM499 22 CharacteristicsofEffectiveCompetencies Durability Technicalequipmentcanbeshortlived Reputationorknowledgemaydepreciatemoreslowly Transparency Themorecomplexthesourceofcompetenc
