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Chapter5Chapter5
CompetitiveRivalryand
CompetitiveDynamics
©2003SouthwesternPublishingCompany1:.
Chapter2Chapter2
TheStrategic
TheExternalTheExternal
EnvironmentEnvironment
StrategicIntentStrategicIntentManagement
StrategicMissionStrategicMission
Chapter3Chapter3
StrategicInputsStrategicInputs
TheInternalTheInternalProcess
EnvironmentEnvironment
StrategyFormulationStrategyFormulationStrategyImplementationStrategyImplementation
Chapter5Chapter5Chapter11Chapter11
Chapter4Chapter4Chapter10Chapter10
CompetitiveRivalryCompetitiveRivalryOrganizationalOrganizational
Business-LevelBusiness-LevelCorporateCorporate
andCompetitiveandCompetitiveStructureandStructureand
StrategyStrategyGovernanceGovernance
DynamicsDynamicsControlsControls
Chapter12Chapter12Chapter13Chapter13
StrategicActionsStrategicActionsStrategicStrategicStrategicStrategic
LeadershipLeadershipEntrepreneurshipEntrepreneurship
StrategicStrategic
CompetitivenessCompetitiveness
Above-AverageAbove-Average
ReturnsReturns
2
StrategicOutcomesStrategicOutcomesFeedbackFeedback:.
Definitions
CompetitorsCompetitors
––firmsoperatinginthefirmsoperatinginthesamemarketsamemarket,offering,offering
similarproductssimilarproductsandtargetingandtargetingsimilarsimilar
customerscustomers
CompetitiverivalryCompetitiverivalry
––theongoingsetoftheongoingsetofcompetitiveactionsandcompetitiveactionsand
responsesresponsesoccurringbetweencompetitorsoccurringbetweencompetitors
––competitiverivalryinfluencesanindividualcompetitiverivalryinfluencesanindividual
firm’sabilitytogainandsustaincompetitivefirm’sabilitytogainandsustaincompetitive
advantagesadvantages
3:.
Definitions
CompetitivebehaviorCompetitivebehavior
––thesetofthesetofcompetitiveactionscompetitiveactionsandandcompetitivecompetitive
responsesresponsesthefirmtakestobuildordefenditsthefirmtakestobuildordefendits
competitiveadvantagesandtoimproveitscompetitiveadvantagesandtoimproveits
marketpositionmarketposition
CompetitivedynamicsCompetitivedynamics
––thethetotalsetofactionsandresponsestotalsetofactionsandresponsestakenbytakenby
allfirmscompetingwithinamarketallfirmscompetingwithinamarket
4:.
FromCompetitorsto
CompetitiveDynamics
CompetitorsCompetitors
••TogainanadvantageousTogainanadvantageous
EngageinEngageinWhy?marketpositionmarketposition
Why?
CompetitiveCompetitive
rivalryrivalry••ThroughcompetitiveThroughcompetitive
How?How?behavior
behavior
••CompetitiveactionsCompetitiveactions
Whatresults?Whatresults?
••CompetitiveresponsesCompetitiveresponses
Whatresults?Whatresults?
CompetitiveDynamicsCompetitiveDynamics
••CompetitiveactionsandresponsestakenbyallCompetitiveactionsandresponsestakenbyall
firmscompetinginamarketfirmscompetinginamarket5:.
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
GeneralMills的問
大廠的競爭反應
題
–減價
–現有競爭者–私有品牌利潤受到壓
縮而出售產品線
–潛在競爭者
–***商的貨源受污染6:.
EffectofCompetitiveRivalryon
aFirm’sStrategies
Successofastrategyisdeterminedby:Successofastrategyisdeterminedby:
––thefirm’competitiveactionsthefirm’competitiveactions
––howwellithowwellitanticipatesanticipatescompetitors’responsescompetitors’responses
tothemtothem
––howwellthefirmanticipatesandhowwellthefirmanticipatesandrespondsrespondstoto
itscompetitors’initialactionsitscompetitors’initialactions
CompetitiverivalryCompetitiverivalry
––affectsalltypesofstrategiesaffectsalltypesofstrategies
––mostdominantinfluenceisonthefirm’smostdominantinfluenceisonthefirm’s
business-levelstrategyorstrategiesbusiness-levelstrategyorstrategies..
7:.
AModelofCompetitive
Rivalry
OutcomesOutcomes
CompetitiveAnalysisCompetitiveAnalysisfeedback
feedback••MarketpositionMarketposition
••MarketcommonalityMarketcommonality
••FinancialperformanceFinancialperformance
••ResourcesimilarityResourcesimilarity
InterimRivalryInterimRivalry
••LikelihoodofAttackLikelihoodofAttack
DriversofCompetitive••FirstmoverincentivesFirstmoverincentives
DriversofCompetitive
Behavior••OrganizationalsizeOrganizationalsize
Behavior
•Awareness••QualityQuality
•Awareness
•Motivation••LikelihoodofResponseLikelihoodofResponse
•Motivation
•Ability••TypeofcompetitiveactionTypeofcompetitiveaction
•Ability
••ReputationReputation
••MarketdependenceMarketdependence8:.
CompetitiveRivalry
FirmsareFirmsaremutuallyinterdependentmutuallyinterdependent
––onefirm’scompetitiveactionshavenoticeableonefirm’scompetitiveactionshavenoticeable
effectseffectsoncompetitorsoncompetitors
––onefirm’scompetitiveactionsonefirm’scompetitiveactionselicitelicit
competitiveresponsesfromcompetitorscompetitiveresponsesfromcompetitors
––competitorscompetitorsfeelfeeleachother’sactionsandeachother’sactionsand
responsesresponses
MarketplacesuccessisafunctionofbothMarketplacesuccessisafunctionofboth
individualstrategiesandtheindividualstrategiesandthe
consequencesoftheiruseconsequencesoftheiruse
9:.
CompetitorAnalysis
CompetitoranalysisCompetitoranalysis
––aatechniquetechniquefirmsusetounderstandtheirfirmsusetounderstandtheir
generalandindustryenvironments,thegeneralandindustryenvironments,the
competitiveenvironmentcomprisesthefirm’scompetitiveenvironmentcomprisesthefirm’s
externalenvironmentexternalenvironment
––atechniqueusedtohelpthefirmatechniqueusedtohelpthefirmunderstandunderstand
itscompetitorsitscompetitors
––thefirststeptobeingabletothefirststeptobeingabletopredictpredict
competitors’behaviorcompetitors’behaviorintheformofitsintheformofits
competitiveactionsandresponsescompetitiveactionsandresponses
10:.
MarketCommonality
MarketCommonalityisconcernedwithMarketCommonalityisconcernedwith
––thethenumberofmarketsnumberofmarketswithwhichafirmandawithwhichafirmanda
competitorarejointlyinvolvedcompetitorarejointlyinvolved
––thethedegreeofimportancedegreeofimportanceoftheindividualoftheindividual
marketstoeachcompetitormarketstoeachcompetitor
Mostindustries’marketsaresomewhatMostindustries’marketsaresomewhat
relatedintermsofrelatedintermsof
––technologiestechnologies
––corecompetenciescorecompetencies
MultimarketcompetitionMultimarketcompetition
––FirmscompetinginseveralmarketsFirmscompetinginseveralmarkets
11:.
ResourceSimilarity
ResourcesimilarityResourcesimilarity
––theextenttowhichthefirm’stangibleandtheextenttowhichthefirm’stangibleand
intangibleresourcesarecomparabletoaintangibleresourcesarecomparabletoa
competitor’sintermsofbothcompetitor’sintermsofbothtypeandamounttypeandamount
FirmswithsimilartypesandamountsofFirmswithsimilartypesandamountsof
resourcesarelikelytoresourcesarelikelyto
––havesimilarstrengthsandweaknesseshavesimilarstrengthsandweaknesses
––useusesimilarstrategiessimilarstrategies
AssessingresourcesimilaritycanbeAssessingresourcesimilaritycanbe
difficultifcriticalresourcesareintangibledifficultifcriticalresourcesareintangible
ratherthantangibleratherthantangible
12:.
AFrameworkofCompetitor
Analysis
HighHigh
MarketMarketIIIIII
CommonalityCommonalityIIIIIIIVIV
LowLow
KEYKEY
TheshadedarearepresentsTheshadedarearepresentsLowLowHighHigh
ResourceResource
degreeofmarketcommonalitydegreeofmarketcommonality
betweentwofirmsbetweentwofirmsSimilaritySimilarity
ResourceendowmentAResourceendowmentA
ResourceendowmentBResourceendowmentB
13:.
DriversofCompetitiveActions
andResponses:Awareness
DriversofcompetitivebehaviorDriversofcompetitivebehavior
AwarenessistheextenttowhichAwarenessistheextenttowhich
AwarenessAwarenesscompetitorsrecognizethedegreeof
competitorsrecognizethedegreeof
theirmutualinterdependencetheirmutualinterdependence
––mutualinterdependenceresultsmutualinterdependenceresults
fromfrom
••marketcommonalitymarketcommonality
••resourcesimilarityresourcesimilarity
14:.
DriversofCompetitiveActions
andResponses:Motivation
DriversofcompetitivebehaviorDriversofcompetitivebehavior
Motivationconcernsthefirm’sMotivationconcernsthefirm’s
AwarenessAwarenessincentive
incentive
––totakeactiontotakeaction
MotivationMotivation––ortorespondtoacompetitor’sortorespondtoacompetitor’s
attackattack
––andrelatestoperceivedgainsandandrelatestoperceivedgainsand
losseslosses
15:.
DriversofCompetitiveActions
andResponses:Ability
DriversofcompetitivebehaviorDriversofcompetitivebehavior
AbilityrelatesAbilityrelates
AwarenessAwareness
––toeachfirm’sresourcestoeachfirm’sresources
––thetheflexibilityflexibilitytheseresourcestheseresources
MotivationMotivationprovideprovide
WithoutavailableresourcesthefirmWithoutavailableresourcesthefirm
lackstheabilitylackstheability
AbilityAbility
––toattackacompetitortoattackacompetitor
––torespondtothecompetitor’storespondtothecompetitor’s
actionsactions
16:.
DriversofCompetitiveActions
andResponses:MarketCommonality
DriversofcompetitivebehaviorinfluencedbyDriversofcompetitivebehaviorinfluencedby
AfirmisAfirmismorelikelytoattackmorelikelytoattackthethe
MarketMarket
rivalwithwhomithasrivalwithwhomithaslowmarketlowmarket
commonalitycommonality
commonalitycommonalitythantheonewithwhomthantheonewithwhom
itcompetesinmultiplemarketsitcompetesinmultiplemarkets
BecauseofthehighstakesofBecauseofthehighstakesof
competitionundertheconditionofcompetitionundertheconditionof
marketcommonality,thereisahighmarketcommonality,thereisahigh
probabilitythattheattackedfirmwillprobabilitythattheattackedfirmwill
respondtoitscompetitor’sactioninrespondtoitscompetitor’sactionin
anefforttoprotectitspositioninoneanefforttoprotectitspositioninone
ormoremarketsormoremarkets
17:.
DriversofCompetitiveActions
andResponses:ResourceSimilarity
DriversofcompetitivebehaviorinfluencedbyDriversofcompetitivebehaviorinfluencedby
ThegreatertheThegreatertheresourceimbalanceresourceimbalance
MarketMarket
betweentheactingfirmandbetweentheactingfirmand
commonalitycommonality
competitorsorpotentialresponders,competitorsorpotentialresponders,
ResourceResourcethegreaterwillbethedelaythegreaterwillbethedelayinin
similaritysimilarityresponsebythefirmwitharesourceresponsebythefirmwitharesource
disadvantagedisadvantage
WhenfacingWhenfacingcompetitorswithgreatercompetitorswithgreater
resourcesresourcesorormoreattractivemarketmoreattractivemarket
positionspositions,firmsshouldeventually,firmsshouldeventually
respond,nomatterhowchallengingrespond,nomatterhowchallenging
theresponsetheresponse
18:.
CompetitiveRivalry
CompetitiveactionCompetitiveaction
––aastrategicortacticalactionstrategicortacticalactionthefirmtakestothefirmtakesto
buildordefenditscompetitiveadvantagesorbuildordefenditscompetitiveadvantagesor
improveitsmarketpositionimproveitsmarketposition
CompetitiveresponseCompetitiveresponse
––a