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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
Strategic Inputs
Chapter 2 The External Environment
Chapter 3 The Internal Environment
资料仅供参考,不当之处，请联系改正。
The Strategic
Strategic Intent Strategic Mission
Management Process
business-level strategy or strategies.
6
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A Model of Competitive
Rivalry
Competitive Analysis
feedback
• Market commonality
• Resource similarity
to them – how well the firm anticipates and responds to
its competitors’ initial actions
Competitive rivalry
– affects all types of strategies – most dominant influence is on the firm’s
Strategic
Competitiveness
Above-Average
Returns
Feedback
1
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Definitions
Competitors
– firms operating in the same market, offering similar products and targeting similar customers
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
5
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Effect of Competitive Rivalry on a Firm’s Strategies
Success of a strategy is determined by:
– the firm’competitive actions – how well it anticipates competitors’ responses
Strategy Formulation
Chapter 4 Business-Level
Strategy
Chapter 5 Competitive Rivalry
and Competitive Dynamics
Fra Baidu bibliotek
Strategy Implementation
Chapter 10 Corporate Governance
Competitive Dynamics
• Competitive actions and responses taken by all
firms competing in a market
4
個案:General Mills 资料仅供参考,不当之处，请联系改正。
早餐穀片市場
主要競爭者—家樂氏 與Post (Philip Morris旗下的Kraft)
Competitors
Engage in Competitive rivalry
Why? How?
What results?
• To gain an advantageous market position
• Through competitive behavior • Competitive actions • Competitive responses What results?
Outcomes • Market position • Financial performance
Drivers of Competitive Behavior
• Awareness • Motivation • Ability
Interim Rivalry • Likelihood of Attack • First mover incentives • Organizational size • Quality • Likelihood of Response • Type of competitive action • Reputation • Market dependence 7
2
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Definitions
Competitive behavior
– the set of competitive actions and competitive responses the firm takes to build or defend its competitive advantages and to improve its market position
Competitive rivalry
– the ongoing set of competitive actions and responses occurring between competitors
– competitive rivalry influences an individual firm’s ability to gain and sustain competitive advantages
Chapter 11 Organizational Structure and
Controls
Chapter 12 Strategic Leadership
Chapter 13 Strategic Entrepreneurship
Strategic Outcomes Strategic Actions
Competitive dynamics
– the total set of actions and responses taken by all firms competing within a market
3
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From Competitors to
Competitive Dynamics
