文档介绍：Economics of Business Strategy
Week three
Industry Analysis and Markets
Learning es
identify the macro environment that anisation is operating within
be able to list the key factors that influence anisation’s macro environment
be able to explain the dynamic nature of the market environment
assess the implications of the environment on anisation’s strategy
Today’s Lecture
Macro Analysis
Mesch’s Seven Criteria
PEST
Market Analysis
Defining markets
Product life cycle theory
mended Reading
Economics of Strategy, Besanko et al chapter 10
The Strategy Process, Mintzberg et al chapter 3
Competitive Strategy, Porter chapters 1 & 8
Industry Analysis
The nature of environment
Stable
Rate of change is slow, easy to predict and infrequent (electricity, public services)
Dynamic
Fast changing (technology)
Financial services
Complex – dynamic market were there is interaction between different factors (channel tunnel)
Need for Macroeconomic Analysis
Mesch’s Seven Criteria
1) Does the external business environment influence capital allocation and the decision making process
2) have previous long range plans been scrapped because of unexpected changes in the environment
3) have there been unpleasant surprises in the external business environment
Need for Macroeconomic Analysis
4) petition growing in the industry
5) is the business more marketing oriented