文档介绍：Competitive Rivalry petitive Dynamics
Michael A. Hitt
R. Duane Ireland
Robert E. Hoskisson
Chapter 5
1
©2003 Southwestern pany
Strategy Implementation
Chapter 13
Strategic
Entrepreneurship
Chapter anizational
Structure and
Controls
Chapter 10
Corporate
Governance
Chapter 12
Strategic
Leadership
Strategy Formulation
petitiveness
Above-Average
Returns
Strategic Intent
Strategic Mission
Chapter 2
The External
Environment
Chapter 3
The Internal
Environment
The Strategic Management Process
Feedback
Strategic Inputs
Strategic Actions
Strategic es
Chapter petitive Rivalry
petitive
Dynamics
Chapter 4
Business-Level
Strategy
2
Definitions
Competitors
firms operating in the same market, offering similar products and targeting similar petitive rivalry
the ongoing set petitive actions and responses occurring petitors
competitive rivalry influences an individual firm’s ability to gain and petitive advantages
3
Definitions
Competitive behavior
the set petitive actions petitive responses the firm takes to build or defend petitive advantages and to improve its market petitive dynamics
the total set of actions and responses taken by all peting within a market
4
petitors petitive Dynamics
Competitors
petitive
petitive petitive responses
To gain an advantageous
market position
Competitive petitive actions and responses taken by all
peting in a market
Competitive
rivalry
Engage in
What results?
What results?
Why?
How?
5
個案:General Mills
早餐穀片市場
主要競爭者—家樂氏與Post (Philip Morris旗下的Kraft)
競爭手法—價格/創新產品
買一送一的促銷
General Mills 的問題
現有競爭者
潛在競爭者
供應商的貨源受污染
1995年GM總裁宣佈取消價格促銷戰術
家樂氏跟進
Post乘機爭奪市場
次要競爭者(私有品牌)伺機大顯身手
改良產品
提高效率
和零售商建立良好關係
大廠的競爭反應
減價
私有品牌利潤受到壓縮而出售產品線
6
Effect petitive Rivalry on a Firm’s Strategies
ess of a strategy is determined by:
the petitive actions
how well it petitors’ responses to them
how well the firm anticipates and responds to petitors’ initial actions
Competitive rivalry
affects all types of strategies
most dominant influence