文档介绍：:.
Chapter5Chapter5
CompetitiveRivalryand
CompetitiveDynamiChapterChapter55
CompetitiveRivalryand
CompetitiveDynamics
©2003SouthwesternPublishingCompany1Chapter2
TheExternalTheStrategic
Environment
StrategicIntentManagement
StrategicMission
Chapter3
StrategicInputs
StrategicInputsTheInternalProcess
Environment
StrategyFormulationStrategyImplementation
Chapter5Chapter11
Chapter4Chapter10
CompetitiveRivalryOrganizational
Business-LevelCorporate
andCompetitiveStructureand
StrategyGovernance
DynamicsControls
Chapter12Chapter13
StrategicActions
StrategicActionsStrategicStrategic
LeadershipEntrepreneurship
Strategic
Competitiveness
Above-Average
Returns
2
StrategicOutcomesFeedback
StrategicOutcomesFeedbackDefinitions
CompetitorsCompetitors
–firmsoperatinginthesamemarket,offering
similarproductsandtargetingsimilar
customers
CompetitiveCompetitiverivalryrivalry
–theongoingsetofcompetitiveactionsand
responsesoccurringbetweencompetitors
–competitiverivalryinfluencesanindividual
firm’sabilitytogainandsustaincompetitive
advantages
3Definitions
CompetitiveCompetitivebehaviorbehavior
–thesetofcompetitiveactionsandcompetitive
responsesthefirmtakestobuildordefendits
competitiveadvantagesandtoimproveits
marketposition
CompetitiveCompetitivedynamicsdynamics
–thetotalsetofactionsandresponsestakenby
allfirmscompetingwithinamarket
4FromCompetitorsto
CompetitiveDynamics
Competitors•Togainanadvantageous
EngageinWhy?marketposition
Competitive
rivalry•Throughcompetitive
How?behavior
•Competitiveactions
Whatresults?•Competitiveresponses
Whatresults?
CompetitiveDynamics
•Competitiveactionsandresponsestakenbyall
firmscompetinginamarket5個案:GeneralMills
早餐穀片市場1995年GM總裁宣佈
取消價格促銷戰術
主要競爭者—家樂氏
家樂氏跟進
與Post(Philip–
–Post乘機爭奪市場
Morris旗下的Kraft)
–次要競爭者(私有品牌)
競爭手法—價格/創新伺機大顯身手
產品•改良產品
•提高效率
–買一送一的促銷
•和零售商建立良好關係
Ge