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1、TheExternalEnvironment Opportunities Threats andIndustryCompetition andCompetitorAnalysis MichaelA HittR DuaneIrelandRobertE Hoskisson Chapter2 StrategyImplementation Chapter13StrategicEntrepreneurship Chapter11OrganizationalStructureandControls Chapter10CorporateGovernance Chapter12StrategicLeaders
2、hip StrategyFormulation Chapter6Corporate LevelStrategy Chapter9CooperativeStrategy Chapter5CompetitiveRivalryandCompetitiveDynamics Chapter8InternationalStrategy Chapter4Business LevelStrategy Chapter7AcquisitionandRestructuringStrategies StrategicCompetitivenessAbove AverageReturns StrategicIntent
3、StrategicMission Chapter2TheExternalEnvironment Chapter3TheInternalEnvironment TheStrategicManagementProcess Feedback StrategicInputs StrategicActions StrategicOutcomes General Environment General Environment General Environment TheExternalEnvironment IndustryEnvironmentThreatofnewentrantsPowerofsup
4、pliersPowerofbuyersProductsubstitutesIntensityofrivalry CompetitorEnvironment 總體環境產業環境競爭者環境 ExternalEnvironmentalAnalysis Acontinuousprocesswhichincludes Scanning掃瞄 IdentifyingearlysignalsofenvironmentalchangesandtrendsMonitoring監測 Detectingmeaningthroughongoingobservationsofenvironmentalchangesandt
5、rendsForecasting預測 DevelopingprojectionsofanticipatedoutcomesbasedonmonitoredchangesandtrendsAssessing評價 Determiningthetimingandimportanceofenvironmentalchangesandtrendsforfirms strategiesandtheirmanagement ExternalEnvironmentalAnalysis StrategicIntentStrategicMission TheExternalEnvironment Analysis
6、ofgeneralenvironment Analysisofindustryenvironment Analysisofcompetitorenvironment TheExternalEnvironment GeneralEnvironment Socioculturalsegment社會文化面 WomenintheworkplaceWorkforcediversity勞動力多元化Attitudesaboutqualityofworklife工作生活素質ConcernsaboutenvironmentShiftsinworkandcareerpreferencesShiftsinprodu
7、ctandservicepreferences Economicsegment經濟面 GeneralEnvironment InflationratesInterestratesTradedeficitsorsurplusesBudgetdeficitsorsurplusesPersonalsavingsrateBusinesssavingsratesGrossdomesticproduct GeneralEnvironment Political LegalSegment政治 法律面 Antitrustlaws 公平交易法 TaxationlawsDeregulationphilosophi
8、es管制解除 鬆綁 理念LabortraininglawsEducationalphilosophiesandpolicies GeneralEnvironment TechnologicalSegment科技面 ProductinnovationsApplicationsofknowledgeFocusofprivateandgovernment supportedR DexpendituresNewcommunicationtechnologies GeneralEnvironment GlobalSegment全球面 ImportantpoliticaleventsCriticalglo
9、balmarketsNewlyindustrializecountriesDifferentculturalandinstitutionalattributes GeneralEnvironment DemographicSegment人口統計面 PopulationsizeAgestructureGeographicdistributionEthnicmixIncomedistribution IndustryEnvironment Asetoffactorsthatdirectlyinfluencesacompanyanditscompetitiveactionsandresponses
10、Interactionamongthesefactorsdetermineanindustry sprofitpotential ThreatofnewentrantsPowerofsuppliersPowerofbuyersProductsubstitutesIntensityofrivalry FiveForcesModelofCompetition Identifycurrentandpotentialcompetitorsanddeterminewhichfirmsservethem Conductcompetitiveanalysis Recognizethatsuppliersan
11、dbuyerscanbecomecompetitors Recognizethatproducersofpotentialsubstitutesmaybecomecompetitors ThreatofNewEntrants BargainingPowerofSuppliers BargainingPowerofBuyers ThreatofSubstituteProducts RivalryAmongCompetingFirms FiveForcesModelofCompetition FiveForcesofCompetition ThreatofNewEntrants Barrierst
12、oentry EconomiesofscaleProductdifferentiationCapitalrequirementsSwitchingcosts轉換成本AccesstodistributionchannelsCostdisadvantagesindependentofscale無關規模之成本優勢GovernmentpolicyExpectedretaliation預期的報復行動 產業生命週期與進入障礙 進入障礙萌芽期成長期成長消退期成熟期衰退期科技高至中中至低低低低規模經濟低低至中中至高中至高中至高品牌忠誠低低至中中至高中至高中至高 產業生命週期 進入障礙來源 需求高度成長 需求成
13、長緩慢與停滯 需求衰退 BargainingPowerofSuppliers Asuppliergroupispowerfulwhen itisdominatedbyafewlargecompaniessatisfactorysubstituteproductsarenotavailabletoindustryfirmsindustryfirmsarenotasignificantcustomerforthesuppliergroupsuppliers goodsarecriticaltobuyers marketplacesuccesseffectivenessofsuppliers pro
14、ductshascreatedhighswitchingcostssuppliersareacrediblethreattointegrateforwardintothebuyers industry向前 向下 整合 BargainingPowerofBuyers Buyers customers arepowerfulwhen theypurchasealargeportionofanindustry stotaloutputthesalesoftheproductbeingpurchasedaccountforasignificantportionoftheseller sannualre
15、venuestheycouldeasilyswitchtoanotherproducttheindustry sproductsareundifferentiatedorstandardized andbuyersposeacrediblethreatiftheyweretointegratebackwardintotheseller sindustry向後 向上 整合 ThreatofSubstituteProducts Productsubstitutesarestrongthreatwhen customersfacefewswitchingcostssubstituteproduct
16、spriceislower 廠商的財力 substituteproduct squalityandperformancecapabilitiesareequaltoorgreaterthanthoseofthecompetingproduct IntensityofRivalry Intensityofrivalryisstrongerwhencompetitors arenumerousorequallybalancedexperienceslowindustrygrowth 產業生命週期 havehighfixedcostsorhighstoragecostslackdifferentiationorlowswitchingcostsexperiencehighstrategicstakes策略利害關係havehighexitbarriers 產業結構連續帶 分散型產業中企業家數眾多並無相對較大且足以主導市場的企業進入障礙低產品不易差異化價格戰容易形成產業繁榮與衰退時期不斷更替 結合型企業家數甚少 寡占 或只有一家 獨占 每一家企業都有主宰市場的力量企業間高度相互依存常出現價格領導
