南京大学战略管理lecture04

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1、Lecture04知彼知己一、竞争对手研究二、自己研究7/20/202111.HowToIdentifyCompetitorsToidentifycompetitors,weneedtoanswerquestionswhichshedlightonthelong-termintentionsandgoalsofthecompetitorssuchas:Howdootherfirmsdefinethescopeoftheirmarket?7/20/20212Howsimilararethebenefitsthecustomersderivefro

2、mtheproductsandservicesthatotherfirmsoffer?Howcommittedareotherfirmstotheindustry?7/20/202132.ForecastingpotentialcompetitorsFirmsnotintheindustrybutwhocouldovercomeentrybarriersparticularlycheaply;firmsforwhomthereisobvioussynergyfrombeingintheindustry;7/20/20214firmsforwho

3、mcompetingintheindustryisanobviousextensionofthecorporatestrategy;customersorsupplierswhomayintegratebackwardorforward.7/20/202153.CommonMistakesinIdentifyingCompetitorsOveremphasizingcurrentandknowncompetitorswhilegivinginadequateattentiontopotentialentrants.Overemphasizing

4、largecompetitorswhileignoringsmallones.Overlookingpotentialinternationalcompetitors.7/20/20216Assumingthatcompanieswillcontinuetobehavethesameasinthepast.Misreadingsignalsthatmayindicateashiftofthefocusofthecompetitor.Overemphasizingcompetitorsfinancialresources,marketpositi

5、on,etc..7/20/20217Assumingthatallfirmsintheindustryaresubjectedtothesameconstraintsorareopenforthesameopportunities.Believingthatthepurposeofstrategyistooutsmartthecompetition,thantosatisfycustomerneeds.7/20/202187/20/202194.PortfolioAnalysisandCompetitor’sGoalsWhatcriteriaa

6、reusedtoclassifybusinessesatthecompetitor’sparentifaclassificationschemeisinuse?Howiseachbusinessclassified?WhatBusinessesarebeingcountedontobecashcows?WhichBusinessesarecandidatesforharvestordivestmentgiventheirpositionintheportfolio?7/20/202110WhatBusinessesarethehabituals

7、ourcesofstabilitytooffsetfluctuationselsewhereintheportfolio?WhichBusinessesrepresentdefensivemovestoprotectothermajorbusinesses?WhichBusinessesarethemostpromisingareastheparentcompanyhasinwhichtoinvestresourcesandbuildmarketposition?7/20/202111WhichBusinesseshavealotof“leve

8、rage”intheportfolio?Thesebusinessesareoneswhereperformancechangeswillhaveas