产业和竞争力分析

• The bigger the experience curve effect, the bigger the cost advantage of the firm with the largest cumulative production volume
Cost Advantages of
Different Experience Curve
CHAPTER 2
INDUSTRY AND COMPETITIVE
ANALYSIS
“Analysis is the critical starting point of strategic thinking.”
“Quote”
Chapter Outline
• Role of Situation Analysis in Strategy-Making • Methods of Industry and Competitive Analysis
Good Situation Analysis Leads to Good Strategic Choices
Assess Industry & Competitive Conditions
1. Industry’s dominant economic traits 2. Nature of competition & strength of
(Chapter 2)
1. AsseAsssmseenstsofCcoommppaannyy’Ssiptureasteionnt
strategy 2. Strengths, weaknesses, opportunities, &
threats 3. Company’s costs compared to rivals 4. Strength of company’s competitive
The Experience Curve Effect
• An experience curve exists when unit costs decline as cumulative production volume increases because of – Accumulating production know-how – Growing mastery of the technology
$1
$1
.90
.80 .70
Effects
.81 .64 .49
.729 10% Cost Reduction
.512
20% Cost
Reduction
.343
30% Cost
Reduction
Cost per Unit
1
2
Million Million
Units Units
Байду номын сангаас
4 Million Units
competitive forces 3. Drivers of industry change 4. Competitive position of rivals 5. Strategic moves of rivals 6. Key success factors 7. Conclusions about industry attractiveness
– Industry’s Dominant Economic Traits – Industry’s Competitive Forces – Drivers of Industry Change – Competitive Positions of Rivals – Competitive Moves of Rivals – Key Success Factors – Conclusions: Overall Industry Attractiveness • Conducting an Industry and Competitive Analysis
8 Million Units
Relevance of
Key Economic Features
Economic Feature
Strategic Importance
Market Size Market growth rate Capacity surpluses/shortages
Small markets don’t tend to attract new firms; large markets attract firms looking to acquire rivals with established positions in attractive industries Fast growth breeds new entry; slow growth spawns（孕育） increased rivalry & shake-out of weak rivals
Question 1: What Are the Industry’s Dominant Economic Traits?
• Market size and growth rate • (Scope of competitive rivalry) • Number of competitors and their relative sizes • Prevalence (流行） of backward/forward integration • Entry/exit barriers • Nature and pace of technological change • Product and customer characteristics • Scale economies and experience curve effects • Capacity utilization and resource requirements • (Industry profitability)
position 5. Strategic issues to be addressed
(Chapter 3)
Identify Strategic Options
for the Company
Select the Best Strategy for the Company
- Competitive/Business Unit Options Chapter 4 & other Chapters