战略管理讲义PPT

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1、Lecture04知彼知己一、竞争对手研究二、自己研究9/8/20211贾良定1.HowToIdentifyCompetitorsToidentifycompetitors,weneedtoanswerquestionswhichshedlightonthelong-termintentionsandgoalsofthecompetitorssuchas:Howdootherfirmsdefinethescopeoftheirmarket?9/8/20212贾良定Howsimilararethebenefitsthecustomersderivefromthep

2、roductsandservicesthatotherfirmsoffer?Howcommittedareotherfirmstotheindustry?9/8/20213贾良定2.ForecastingpotentialcompetitorsFirmsnotintheindustrybutwhocouldovercomeentrybarriersparticularlycheaply;firmsforwhomthereisobvioussynergyfrombeingintheindustry;9/8/20214贾良定firmsforwhomcompeting

3、intheindustryisanobviousextensionofthecorporatestrategy;customersorsupplierswhomayintegratebackwardorforward.9/8/20215贾良定3.CommonMistakesinIdentifyingCompetitorsOveremphasizingcurrentandknowncompetitorswhilegivinginadequateattentiontopotentialentrants.Overemphasizinglargecompetitorsw

4、hileignoringsmallones.Overlookingpotentialinternationalcompetitors.9/8/20216贾良定Assumingthatcompanieswillcontinuetobehavethesameasinthepast.Misreadingsignalsthatmayindicateashiftofthefocusofthecompetitor.Overemphasizingcompetitorsfinancialresources,marketposition,etc..9/8/20217贾良定Assu

5、mingthatallfirmsintheindustryaresubjectedtothesameconstraintsorareopenforthesameopportunities.Believingthatthepurposeofstrategyistooutsmartthecompetition,thantosatisfycustomerneeds.9/8/20218贾良定9/8/20219贾良定4.PortfolioAnalysisandCompetitor’sGoalsWhatcriteriaareusedtoclassifybusinessesa

6、tthecompetitor’sparentifaclassificationschemeisinuse?Howiseachbusinessclassified?WhatBusinessesarebeingcountedontobecashcows?WhichBusinessesarecandidatesforharvestordivestmentgiventheirpositionintheportfolio?9/8/202110贾良定WhatBusinessesarethehabitualsourcesofstabilitytooffsetfluctuati

7、onselsewhereintheportfolio?WhichBusinessesrepresentdefensivemovestoprotectothermajorbusinesses?WhichBusinessesarethemostpromisingareastheparentcompanyhasinwhichtoinvestresourcesandbuildmarketposition?9/8/202111贾良定WhichBusinesseshavealotof“leverage”intheportfolio?Thesebusinessesareone

8、swhereperfor