波特五力模型分析
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Industry Analysis
❖What are the essential determinants of success?
.
Changing Competition and Industry Evolution
❖Their strength varies as the industry passes from its introductory stage to its growth stage and on to maturity, followed by decline.
.
Industry Identification and Strategic Groups
❖战略群体：
战略群体是指一个产业内执行同样或类似战略并具 有类似战略特征的一组企业。
.
Industry Identification and Strategic Groups
.
Industry Identification and Strategic Groups
.
Industry Evolution and Potential Competitors ❖As an industry passes through the shakeout
stage and enters maturity, entry barrier increases because firms focus on reducing costs and developing a favorable brand image, both of which constitute entry barriers.
.
Changing Competition and Industry Evolution
通用磨坊（General Mills，NYSE：GIS）是一 家财富500强企业，主要从事食品制作业务，为世 界第六大食品公司。公司1866年开业，总部设于 美国明尼苏达州明尼阿波利斯黄金谷。现时其产品 广销全球，主要品牌包括哈根达斯、贝蒂妙厨、果 然多、绿巨人、湾仔码头及维邦等，以及多款早餐 谷物品牌。
Competitive Industry Environment Analysis
.
Contents
1 Industry Identification and Strategic Groups 2 Industry analysis 3 Major Forces Determining Industry Competition 4 Changing Competition and Industry Evolution 5 Industry Evolution and Potential Competitors
.
Changing Competition and Industry Evolution
❖ 美国家乐氏公司（Kellogg），也译为凯洛格公司。家乐 氏公司是美国第二大的谷类早餐制造商。 Kellogg 公司为全世界知名谷物食品和零食制造及销售商, 销售产品包括甜饼乾，薄脆饼乾，烘烤点心，榖类食品，冷 冻烘饼，馅饼壳，及冰淇筒。 Kellogg 的产品在全球20 个国家制造，并在160多个国家销售。
.
Industry Analysis
❖Industry’s driving force changes in the market long-term growth rate changes in buyers segments diffusion of proprietary knowledge changes in cost and efficiency changes in government regulations
.
Industry Identification and Strategic Groups
.
Industry Identification and Strategic Groups
❖Strategic Groups : A strategic group consists of firms pursuing similar strategies—that is, employing a similar mix of strategy elements.
.
Industry Evolution and Potential Competitors
❖ 联邦快递 (NYSE：FDX)是一家国际性速递集团，提供隔夜 快递、地面快递、重型货物运送、文件复印及物流服务 。 联邦快递是全球最具规模的快递运输公司，为全球超过235 个国家及地区提供快捷、可靠的快递服务。联邦快递设有环 球航空及陆运网络，通常只需一至两个工作日，就能迅速运 送时限紧迫的货件，而且确保准时送达。
.
Industry Analysis
❖ Industry’s characteristics market size growth rate number of firms geographical scope degree of vertical integration ease of entry and exit channels of distribution customers technology scale/learning effects
.
源自文库
Industry Analysis
❖Industry’s long-term attractive An attractive industry plays a large role in determining a firm’s strategy—particularly its aggressiveness.
.
Industry Evolution and Potential Competitors
吉列(Gillette)公司成立于1901年， 目前有雇员3万人，主要生产剃须产
品、电池和口腔清洁卫生产品。提 到“吉列”，人们就会想到世界上最
好的剃具。“掌握全世界男人的胡 子”的吉列剃刀产品，在美国市场
占有率高达90%，全球市场的份 额竟达到70%以上。
Industry Analysis
❖What are the essential determinants of success?
.
Changing Competition and Industry Evolution
❖Their strength varies as the industry passes from its introductory stage to its growth stage and on to maturity, followed by decline.
.
Industry Identification and Strategic Groups
❖战略群体：
战略群体是指一个产业内执行同样或类似战略并具 有类似战略特征的一组企业。
.
Industry Identification and Strategic Groups
.
Industry Identification and Strategic Groups
.
Industry Evolution and Potential Competitors ❖As an industry passes through the shakeout
stage and enters maturity, entry barrier increases because firms focus on reducing costs and developing a favorable brand image, both of which constitute entry barriers.
.
Changing Competition and Industry Evolution
通用磨坊（General Mills，NYSE：GIS）是一 家财富500强企业，主要从事食品制作业务，为世 界第六大食品公司。公司1866年开业，总部设于 美国明尼苏达州明尼阿波利斯黄金谷。现时其产品 广销全球，主要品牌包括哈根达斯、贝蒂妙厨、果 然多、绿巨人、湾仔码头及维邦等，以及多款早餐 谷物品牌。
Competitive Industry Environment Analysis
.
Contents
1 Industry Identification and Strategic Groups 2 Industry analysis 3 Major Forces Determining Industry Competition 4 Changing Competition and Industry Evolution 5 Industry Evolution and Potential Competitors
.
Changing Competition and Industry Evolution
❖ 美国家乐氏公司（Kellogg），也译为凯洛格公司。家乐 氏公司是美国第二大的谷类早餐制造商。 Kellogg 公司为全世界知名谷物食品和零食制造及销售商, 销售产品包括甜饼乾，薄脆饼乾，烘烤点心，榖类食品，冷 冻烘饼，馅饼壳，及冰淇筒。 Kellogg 的产品在全球20 个国家制造，并在160多个国家销售。
.
Industry Analysis
❖Industry’s driving force changes in the market long-term growth rate changes in buyers segments diffusion of proprietary knowledge changes in cost and efficiency changes in government regulations
.
Industry Identification and Strategic Groups
.
Industry Identification and Strategic Groups
❖Strategic Groups : A strategic group consists of firms pursuing similar strategies—that is, employing a similar mix of strategy elements.
.
Industry Evolution and Potential Competitors
❖ 联邦快递 (NYSE：FDX)是一家国际性速递集团，提供隔夜 快递、地面快递、重型货物运送、文件复印及物流服务 。 联邦快递是全球最具规模的快递运输公司，为全球超过235 个国家及地区提供快捷、可靠的快递服务。联邦快递设有环 球航空及陆运网络，通常只需一至两个工作日，就能迅速运 送时限紧迫的货件，而且确保准时送达。
.
Industry Analysis
❖ Industry’s characteristics market size growth rate number of firms geographical scope degree of vertical integration ease of entry and exit channels of distribution customers technology scale/learning effects
.
源自文库
Industry Analysis
❖Industry’s long-term attractive An attractive industry plays a large role in determining a firm’s strategy—particularly its aggressiveness.
.
Industry Evolution and Potential Competitors
吉列(Gillette)公司成立于1901年， 目前有雇员3万人，主要生产剃须产
品、电池和口腔清洁卫生产品。提 到“吉列”，人们就会想到世界上最
好的剃具。“掌握全世界男人的胡 子”的吉列剃刀产品，在美国市场
占有率高达90%，全球市场的份 额竟达到70%以上。