国际市场竞争战略

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Competitive analysis
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Government
government is an influence on determinants of national competitive advantages by virtue of its roles as: -a buyer of products and services; -a maker of policies on labor, education, capital formation, natural resources, and product standards; -a regulator of commence.
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Chance
Beyond the control of firms, industries and usually government, chance events such as wars, major technology breakthroughs, oil crisis, dramatic swings in exchange rates play an important role in shaping competitive environment because: -major technology discontinuities change the relative position in the changed industry; -the diamond is altered by the chance events.
Bargaining Power of Buyers
Threat of Substitute Products or Services
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New entrants mean downward pressure on prices and reduced profitability Barriers to entry determines the extent of threat of new industry entrants
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Porter's Generic Strategies (p.292-295)
TARGET MARKET Narrow Product Mix Width Narrow Wide
Focused Differentiation Cost Focus
Broad
Product Differentiation Cost Leadership
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Firm strategy, structure and rivalry
r Strategy: long-term gain/short-term gain Structure: hierarchical/flat; disciplined/familystyle RivalFra Baidu biblioteky: intense domestic rivalry pushes firms to seek international markets to support expansion in scale and R&D investment, this rivalry is determined more by the number of rivals than by the intensity of the competition and the quality of the competitors.
Keegan and Green, Chapter 10
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When suppliers have leverage, they can raise prices high enough to affect the profitability of their customers Leverage accrues when Suppliers are large and few in number Supplier’s products are critical inputs, are highly differentiated, or carry switching costs Few substitutes exist Suppliers are willing and able to sell product themselves
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Achieved when there is a match between a firm’s distinctive competencies and the factors critical for success within its industry
Low Cost Differentiation
Keegan and Green, Chapter 10
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Availability of substitute products places limits on the prices market leaders can charge High prices induce buyers to switch to the substitute
Keegan and Green, Chapter 10
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Buyers seek to pay the lowest possible price Buyers have leverage over suppliers when They purchase in large quantities (enhances supplier dependence on buyer) Suppliers’ products are commodities Product represents significant portion of buyer’s costs Buyer is willing and able to achieve backward integration
Keegan and Green, Chapter 10
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Barriers to Entry
Economies of Scale Product differentiation Capital requirements Switching costs
Distribution channels Government policy Cost advantages independent of scale economies Competitor response
Specialized lab or pool are transferable to related industri es
A group of domestic rivals encourage the formation of more specialized suppliers as well as related industries
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Questions:
Why is a particular nation a good home base for specific industries? Why, for example, is the United States the home base for the leading competition in PCs,sofeware, credit cards,and movies? Why is Germany the home of so many world leaders in printing presses,chemicals, and luxury cars? Why are so many leading pharmaceutical, chocalate/confectionery, and trading companies located in Switzerland? Why are the world leaders in consumer electronic home based in Japan?
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Analysis Framework for Industry Competition: Porter's 5 Forces
Threat of New Entrants
Bargaining Power of Suppliers
Rivalry Among Existing Competitors
Strategic Elements of Competitive Advantage
Chapter 8 Global Marketing
International competitiveness
Coutry level: -The Porter Diamond Industrial Level: -Porter's Five Forces, Porter's Gerneric Strategies Firm Level: -Benchmarking, competitive innovation
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Nation Competitiveness (the Porter Diamond) 国家钻石模型
Keegan and Green, Chapter 10
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Global Competition And National Competitive Advantage
Firm Strategy, Structure and Rivalry Factor Conditions
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Related and supporting industries
Internationally competitive supplier industries provide inputs to downstream industries who has, in return, a easier access to those inputs and the management. Through contact and coordination with the suppliers, the value chain is optimized
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Refers to all actions taken by firms in the industry to improve their positions and gain advantage over each other Price competition Advertising battles Product positioning Differentiation
Human resources Physical resources Knowledge resources Capital resources Infrastructure resources
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Demand conditions
Composition of home demand Size and pattern of growth of home demand Rapid home market growth Means by which a nation’s products and services are pushed or pulled into foreign
Demand Conditions Related and Supported Industries
growing Large or and home dem e s th stimulate d growth an g of deepenin ndustry supplier i
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Factor conditions