竞争动态(1)(1)

– to take action
Motivation
– or to respond to a competitor’s attack
– and relates to perceived gains and losses
竞争动态(1)(1)
Drivers of Competitive Actions
l Competitive rivalry
– the ongoing set of competitive actions and responses occurring between competitors
– competitive rivalry influences an individual firm’s ability to gain and sustain competitive advantages
l Firms with similar types and amounts of resources are likely to
– have similar strengths and weaknesses – use similar strategies
l Assessing resource similarity can be difficult if critical resources are intangible rather than tangible
竞争动态(1)(1)
Resource Similarity
l Resource similarity
– the extent to which the firm’s tangible and intangible resources are comparable to a competitor’s in terms of both type and amount
Chapter 11 Organizational Structure and
Controls
Chapter 12 Strategic Leadership
Chapter 13 Strategic Entrepreneurship
Strategic Outcomes Strategic Actions
大廠的競爭反應
– 減價 – 私有品牌利潤受到壓
縮而出售產品線
竞争动态(1)(1)
Effect of Competitive Rivalry on a Firm’s Strategies
l Success of a strategy is determined by:
– the firm’competitive actions – how well it anticipates competitors’ responses
竞争动态(1)(1)
Market Commonality
l Market Commonality is concerned with
– the number of markets with which a firm and a competitor are jointly involved
– the degree of importance of the individual markets to each competitor
竞争动态(1)(1)
Competitive Rivalry
l Firms are mutually interdependent
– one firm’s competitive actions have noticeable effects on competitors
– one firm’s competitive actions elicit competitive responses from competitors
竞争动态(1)(1)
2020/11/24
竞争动态(1)(1)
Strategic Inputs
Chapter 2 The External Environment
Chapter 3 The Internal Environment
Strategic Intent Strategic Mission
Strategy Formulation
Awareness
l Awareness is the extent to which competitors recognize the degree of their mutual interdependence
– mutual interdependence results from
• market commonality
– a technique used to help the firm understand its competitors
– the first step to being able to predict competitors’ behavior in the form of its competitive actions and responses
l Competitive dynamics
– the total set of actions and responses taken by all firms competing within a market
竞争动态(1)(1)
From Competitors to Competitive Dynamics
竞争动态(1)(1)
Competitor Analysis
l Competitor analysis
– a technique firms use to understand their competitive environment. Along with the general and industry environments, the competitive environment comprises the firm’s external environment
Feedback
Strategic Competitiveness Above-Average
Returns
竞争动态(1)(1)
Definitions
l Competitors
– firms operating in the same market, offering similar products and targeting similar customers
and Responses: Ability
Drivers of competitive behavior
竞争动态(1)(1)
Definitions
l Competitive behavior
– the set of competitive actions and competitive responses the firm takes to build or defend its competitive advantages and to improve its market position
競爭手法—價格/創新 產品
– 買一送一的促銷
General Mills 的問 題
– 現有競爭者 – 潛在競爭者 – 供應商的貨源受污染
1995年GM總裁宣佈 取消價格促銷戰術
– 家樂氏跟進 – Post乘機爭奪市場 – 次要競爭者(私有品牌)
伺機大顯身手
• 改良產品 • 提高效率 • 和零售商建立良好關係
Competitors
Engage in Competitive rivalry
Why? How?
What results?
• To gain an advantageous market position
• Through competitive behavior • Competitive actions • Competitive responses What results?
Come actions and responses taken by all
firms competing in a market
竞争动态(1)(1)
個案:General Mills
早餐穀片市場
主要競爭者—家樂氏 與Post (Philip Morris旗下的Kraft)
business-level strategy or strategies.
竞争动态(1)(1)
A Model of Competitive
Rivalry
Competitive Analysis
feedback
• Market commonality
• Resource similarity
Outcomes • Market position • Financial performance
竞争动态(1)(1)
A Framework of Competitor Analysis
High Market Commonality
Low
KEY
The shaded area represents degree of market commonality between two firms
Resource endowment A
Drivers of Competitive Behavior
• Awareness • Motivation • Ability
Interim Rivalry • Likelihood of Attack • First mover incentives • Organizational size • Quality • Likelihood of Response • Type of competitive action • Reputation • Market dependence