CH 3
CH 3
CH 3
Market size
growth rate
the number & sizes of buyers and sellers
the geographic boundaries of the market
The degree of product differentiation
the speed of product innovation
the extent of vertical integration.
The extent of scale economies&
experience/learning curve effects.
Competitive pressures
coming fromCREATED
other firms
COMPETITIVE
PRESSURES
in the industry
BY THE RIVALRY AMONG
whenCOMPETING
one firm deploysSELLERS
a strategy that
EVALUATING A COMPANYS
EXTERNAL ENVIRONMENT
1.
2.
BARRIERS TO ENTRY
Economies of Scale
Experience
Customer loyalty
Intellectual barriers
Networks
Other cost advantages
Threat of entry can
easily fluctuate as
factors change
Bargaining power
: the relative ability of parties in a situation to
exert influence over each other.
Suppliers with Bargaining Power
: can erode industry profitability.
COMPETITIVE PRESSURES
STEMMING FROM BUYER
BARGAINING POWER AND
PRICE SENSITIVITY
Price-sensitivity
= price elasticity
: It is a measure of responsiveness
of the quantity of a good or service
demanded to changes in its price.
Attractive Industry
When the overall impact of the five
competitive forces is moderate to
weak,
the attractive industry occurs.
The members of the industry can
expect to earn good profits and a
nice return on investment.
2.
3.
Competitive intelligence
- latest action & announcement
- financial performance
- strength & weakness
- thinking & leadership style