Date post: | 21-Dec-2015 |
Category: |
Documents |
View: | 221 times |
Download: | 0 times |
1
Competitive Strategy and Industry Environment
2
The Industry Environment Positioning a company to sustain
competitive advantage over time in different kinds of industry environments
Different industry environments present different opportunities and threats
A company’s business model has to change to meet the environment
3
Strategies in Fragmented Industries
Fragmented industry characteristics: Localized markets with low entry
barriers (e.g. Mom’s Diner). Few economies of scale
opportunities exist. High transportation costs
for products (e.g. sand). Focus strategies predominate
(e.g. customer group, region).
4
Strategies in Fragmented Industries
Competing in fragmented industries requires strategic consolidation by: Chaining (Kohl’s, Wal*Mart, Clear
Channel Radio) Franchising (McDonald’s) Horizontal mergers (Dillard’s) Using the Internet (eBay)
What is a business model?
5
Embryonic and Growth Industries
Reasons for slow growth in market demand Limited performance and poor quality of
the first products Customer unfamiliarity with what the
new product can do for them Poorly developed distribution channels Lack of complementary products High production costs
6
Embryonic and Growth Industries (cont’d) Mass markets typically start to
develop when Technological progress makes a product
easier to use and increases its value to the average customer
Key complementary products are developed that do the same
Companies find ways to reduce production costs allowing them to lower prices
7
Market Development and Customer Groups
8
Market Share of Different Customer Groups
9
Strategic Implications: Crossing the Chasm Crossing the chasm between early adopters
and the early majority Innovators and early adopters are technologically
sophisticated and will tolerate engineering imperfections (the early majority are not)
Innovators and early adopters are typically reached through specialized distribution channels (the early majority are not)
Innovators and early adopters are relatively few in number and not particularly price sensitive (the early majority are not)
10
The Chasm: AOL and Prodigy
11
Crossing the Chasm Correctly identify the needs of the first wave
of early majority users Alter the business model in response Alter the value chain and distribution
channels to reach the early majority Design the product to meet the needs of the
early majority and so that it can be modified and produced or provided at low cost
Anticipate the moves of competitors
12
Strategic Implications of Market Growth Rates Different markets develop at different rates Growth rate measures the rate at which the
industry’s product spreads in the marketplace
Growth rates for new kinds of products seem to have accelerated over time Use of mass media Low-cost mass production
13
Differences in Diffusion Rates
14
Factors Affecting Market Growth Rates
Relative advantage economic or social
Compatibility with prior needs and experiences
Complexity e.g. Mac OS v DOS v Windows
Trialability can it be tested?
Observability can benefits be seen by others?
Availability of complementary products
15
Strategic Implications of Differences in Growth Rates To increase demand for a new
technology or product Show its relative advantage, make it
compatible with customers’ prior needs and experiences, reduce its complexity, make it possible for customers to try or observe it, ensure that necessary complements are in place
Identify and court potential opinion leaders to promote viral diffusion
16
Strategy in Mature Industries
Strategies for Deterring the Entry of Rivals
17
Strategies to Manage Rivalry in Mature Industries
Capacity control strategies Preempt rival firms by building capacity ahead of
anticipated increases in demand. Indirect coordination with rival firms to keep
industry-wide capacity in line with demand. Mergers and acquisitions
Pricing Games Price Signaling Price leadership Predatory pricing Limit pricing/Dynamic limit pricing
Nonprice competition Product proliferation
Vertical integration or de-integration
18
Product Proliferation in the Restaurant Industry
19
Limit Pricing Strategy
20
Interesting cases
Dell v Gateway v HP/Compaq How will this industry evolve?
Toys R Us v Wal*Mart Will Toys R Us product proliferation help?
21
Factors that Determine the Intensity of Competition in Declining Industries
Not all segments in an industry decline at the same rate!
22
Strategy Selection in a Declining Industry
23
Exercises
The sales growth in the PC industry is slowing. Choose a company in the industry (Dell,
HP, IBM, Apple etc.) and develop a competitive strategy to deal with this development.
Ebay case: What is their competitive advantage?
How can it be undermined? Will they drop the ball? What should ebay do next?