《[精选]赢利经营和领导能力(PPT34)(1)》由会员分享,可在线阅读,更多相关《[精选]赢利经营和领导能力(PPT34)(1)(35页珍藏版)》请在金锄头文库上搜索。
1、Profit Pools and Core Competence,Darral G Clarke Professor of Management The Marriott School Brigham Young University,2021/6/2,1,Darral G. Clarke for BM 499,Profit Pools: A Fresh Look at Strategy,Orit Gadiesh and James L. Gilbert Harvard Business Review May-June 1998,2021/6/2,2,Darral G. Clarke for
2、BM 499,THE PC INDUSTRYS PROFIT POOL,Value chain focus Axes Verticaloperating margin Horizontalshare of industry data,2021/6/2,3,The Profit Pool Lens,The profit pool is the total profit earned in an industry at all points along the industrys value chain Segment profitability may vary by customer grou
3、p, product category, geographic market, or distribution channel Profit concentration may be very different than revenue concentration Shape of the profit pool reflects the competitive dynamics of a business Interactions of companies and customers Competitive strategies of competitors Product pools a
4、re not stagnant,2021/6/2,4,THE U.S. AUTO INDUSTRYS PROFIT POOL,100%,operating margin,source: Harvard Business Review, May-June 1998,auto rental,2021/6/2,5,Profit Pools: Company Examples,Companies Automakers U-Haul Elevators (OTIS) Harley Davidson Polaroid,Core Business Auto manufacturing Truck Renta
5、l Elevator Manufacturing Motorcycles Instant Photography Cameras,Sources of Highest ROI Auto leasing, insurance Packing materials, storage Service Accessories (consumer products), leasing, service, restaurants Film,2021/6/2,6,Managerial Implications,Focus on growth and market share can lead a compan
6、y to focus on unprofitable segments of an industry Todays deep revenue revenue pool may be tomorrows dry hole. The goal should be to focus on profitable opportunities Industry should be considered more broadly than traditional definition Automobile industry includes Component manufacture and supply
7、New car assembly and delivery New car warrantee and service New car financing and insurance Used car sales and service,2021/6/2,7,Turbulent industries,Profit pools are especially important and useful in industries undergoing deregulation and/or technological change Such changes can open new profit p
8、ool opportunities and drain old ones Choke points may change or be eliminated Opportunities for either forward or vertical integration may emerge Current vertical integration may be disintermediated,2021/6/2,8,Creating and managing a profit pool,Profit pool analysis may indicate new opportunities or
9、 threats Imperatives Be open to a new perspective on your business and industry Developing new strategy may require overturning elements of the current strategy Be open to reevaluate the role played by current competitors Be vigilant to identify possibility that new entrants may seek to enter your i
10、ndustry with radical strategies,2021/6/2,9,Looking Ahead: Profit Pools and the Five Forces,Profit pools are computed by multiplying the size of the revenue by the unit profit margin Essentially an accounting process- no theory Most valuable in situations in which external conditions are essential st
11、able and/or unimportant (Often dominated by internal data alone) The five forces tells us (which will study next) the underlying determinants that determine both the revenue size and the unit profit margin The profit drivers which allow us to forecast the direction of change,2021/6/2,10,Marakon Runn
12、ers,Thomas A. Stewart Fortune Sept. 28, 1998,2021/6/2,11,Darral G. Clarke for BM 499,Marakon Associatess Approach to Corporate Strategy,Consultants to many large corporations Coca Cola, HP, GM, CitiCorp, etc. Clients have returns 3.1% higher than industry peer group Goal is to increase shareholder v
13、alue through analysis of economic profit Deep drilling in business data to measure value creation Product segments Customer segments,2021/6/2,12,How Strategy Happens,Learning where value is created Waterfall charts by product and customer segments Evaluating strategy Industry average profit per unit
14、 Companys profit vs industry average Managing value Current strategy Change product focus Change customer focus,2021/6/2,13,Learning where value is created,2021/6/2,14,Evaluating Strategy,2021/6/2,15,Managing for value,Current strategy,Change product focus,Change Customer focus,Value,2021/6/2,16,App
15、lication to our cases,Retail industry (Wal*Mart) Soft drink industry (Coca-Cola and PepsiCo) Steel (Nucor) and aluminum cans (CC&S) Hi tech (Intel, Cisco, and Dell) Video games (Nintendo) Web businesses (eBay and Yahoo!),2021/6/2,17,The Core Competence of the Corporation,Prahalad, C. K. and Gary Ham
16、el Harvard Business Review, May-June 1990,2021/6/2,18,Darral G. Clarke for BM 499,Core Competence,A Firm is made up of resources people, patents, brand names, plant &equipment, processes, etc A competence is the ability to employ diverse skills and resources to perform tasks and activities. A core competence is a broadly based and/or a broadly applied fundamental capability.,2021/6/2,19,Competence and Technology,Competence is not the same as technology Competence requires technologies social org