竞争动态(英文)
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Strategy
Chapter 5 Competitive Rivalry
and Competitive Dynamics
The Strategic Management Process
Strategy Implementation
Chapter 10 Corporate Governance
Chapter 11 Organizational Structure and
Competitive rivalry
What results?
Why? How?
• To gain an advantageous market position
• Through competitive behavior • Competitive actions • Competitive responses
What results?
Competitive Dynamics • Competitive actions and responses taken by all
5
firms competing in a market
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)
competitive rivalry influences an individual firm’s ability to gain and sustain competitive advantages
3
Definitions
❖ 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
❖ Competitive dynamics
the total set of actions and responses taken by all firms competing within a market
4
From Competitors to Competitive Dynamics
Competitors Engage in
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
7
A Model of Competitive
Rivalry
Competitive Analysis • Market commonality • Resource similarity
feedback
Outcomes • Market position • Financial performance
Controls
Chapter 12 Strategic Leadership
Chapter 13 Strategic Entrepreneurship
Strategic Outcomes Strategic Actions
Strategic
Competitiveness
Above-Average
Returns
竞争动态(英文)
Strategic Inputs
ຫໍສະໝຸດ Baidu
Chapter 2 The External Environment
Chapter 3 The Internal Environment
Strategic Intent Strategic Mission
Strategy Formulation
Chapter 4 Business-Level
competitors’ initial actions
❖ Competitive rivalry
affects all types of strategies most dominant influence is on the firm’s business-level
strategy or strategies.
8
• Market dependence
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
6
Effect of Competitive Rivalry on a Firm’s Strategies
❖ Success of a strategy is determined by:
the firm’competitive actions how well it anticipates competitors’ responses to them how well the firm anticipates and responds to its
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
2
Feedback
Definitions
❖ Competitors
firms operating in the same market, offering similar products and targeting similar customers
❖ Competitive rivalry
the ongoing set of competitive actions and responses occurring between competitors
Chapter 5 Competitive Rivalry
and Competitive Dynamics
The Strategic Management Process
Strategy Implementation
Chapter 10 Corporate Governance
Chapter 11 Organizational Structure and
Competitive rivalry
What results?
Why? How?
• To gain an advantageous market position
• Through competitive behavior • Competitive actions • Competitive responses
What results?
Competitive Dynamics • Competitive actions and responses taken by all
5
firms competing in a market
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)
competitive rivalry influences an individual firm’s ability to gain and sustain competitive advantages
3
Definitions
❖ 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
❖ Competitive dynamics
the total set of actions and responses taken by all firms competing within a market
4
From Competitors to Competitive Dynamics
Competitors Engage in
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
7
A Model of Competitive
Rivalry
Competitive Analysis • Market commonality • Resource similarity
feedback
Outcomes • Market position • Financial performance
Controls
Chapter 12 Strategic Leadership
Chapter 13 Strategic Entrepreneurship
Strategic Outcomes Strategic Actions
Strategic
Competitiveness
Above-Average
Returns
竞争动态(英文)
Strategic Inputs
ຫໍສະໝຸດ Baidu
Chapter 2 The External Environment
Chapter 3 The Internal Environment
Strategic Intent Strategic Mission
Strategy Formulation
Chapter 4 Business-Level
competitors’ initial actions
❖ Competitive rivalry
affects all types of strategies most dominant influence is on the firm’s business-level
strategy or strategies.
8
• Market dependence
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
6
Effect of Competitive Rivalry on a Firm’s Strategies
❖ Success of a strategy is determined by:
the firm’competitive actions how well it anticipates competitors’ responses to them how well the firm anticipates and responds to its
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
2
Feedback
Definitions
❖ Competitors
firms operating in the same market, offering similar products and targeting similar customers
❖ Competitive rivalry
the ongoing set of competitive actions and responses occurring between competitors