PPT7 market structures and supply market research

1、Chapter 7Market structures and supply market researchProgramnMarket and market structuresnSupply market researchnSupply market research and ITMarkets and market structuresnThe patterns of relationships between supplier and buyer are primarily determined by the underlying pattern of the goods and ser

2、vice deliveries, the External structure (fig.7.1).Industrial branch, horizontal relationshipIndustrial column or supply chainMaterials flow (fig.7.2):nDiverging materials flow (at the beginning of an industry column)nLinear materials flownConverging materials flow (at the end of an industry column)E

3、xternal structurenExternal factors determine the market structureNumber of customers or buyers in a marketNumber of suppliersMarket structure (transparency, pricing method)Stock situation of the product in questionSpeed of technological innovationExternal factorsnMarket is the total of supply and de

4、mand.Physical marketAbstract marketMarket nMarket structure is defined asthe total set of conditions in which a company sells its products, with special attention to the number of parties in the market and the nature of the product being tradedNumber of suppliersNumber of buyersDegree of product dif

5、ferentiationMarket structureVarious Market structuresnStructures at the supply side:Pure competitionMonopolistic competitionOligopolyMonopolynStructures at the demand side:Pure competitionOligopsonyMonopsonyTypology of market structuresOneFewManyOneBilateral monopoly, captive market (spare parts)Lim

6、ited supply-side monopoly (fuel pumps)Supply-side monopoly (gas, water, electricity)FewLimited demand-side monopoly (telephone exchanges, trains)Bilateral oligopoly (chemical semi-manufacturers)Supply-side oligopoly (copiers, computers)ManyDemand-side monopoly (weapons systems, ammunition)Demand-sid

7、e oligopoly suppliers (components automobile industry)Polypolistic competition (office supplies)nDepending on the number of suppliers in the market and their positions relative to those of immediate competitors, the buyers position can be dominant, equal or subordinate to the opposite party.Turbo-je

8、t enginesnScandinavian Airlines Systems (SAS) General Electric:世界上最大的多元化服务性公司，从飞机发动机、发电设备到金融服务，从医疗造影、电视节目到塑料VSZF 德国采埃孚集团是当今世界上最重要的传动系统产品专业制造厂家之一。其主要产品除了机械式变速器、液力自动变速器和各式齿轮传动箱外，还有转向机、驱动桥、泵、悬挂系统及电磁离合器等，广泛用于汽车、坦克、特种车辆、飞机、船艇、工程机械、农用机械.nDAF trucksDaimler AG: 全球最大的商用车制造商VSSupply market researchWhat is Sup

9、ply market research?nA major Objective of supply market research: to identify and analyze the risks related to important purchasing decisions- to support sound decision-makingDefinition of Supply market research:Systematic gathering, classification and analysis of data considering all relevant facto

10、rs that influence the procurement of goods and services for the purpose of meeting present and future company requirements. On a regular or project base Qualitative or quantitative Focused on long term or short term supplyThree areas of supply market researchThree areasof supply market researchMacro

11、-economic researchMeso-economic researchMicro-economicresearchBASFShellGMBayerFordChryslerUSJapanUSEuropee.g. Chemical industryChemical industryAutomotiveindustrySteeladapted from Faes and de Weerd, 1983Why supply market research?The following factors have stimulated the development of supply market

12、 research:Continuous technological developmentSupply market dynamicsMonetary developmentsOffset obligationsChanges in tax regimesStructure of supply market researchDetermine objectivesCost-benefit analysisFeasibility studyDesign of research activitiesData collectionData analysisPrepare research repo

13、rtWhat?Where?Desk researchField researchExecution of research activitiesA stepwise approachEvaluationPurchasing market research and IT Companies are discovering the many ways in which this new technology may support their purchasing operations and strategies. Some examples:nCompanys like Saint Gobai

14、n, which is active in a wide range of products ranging from glass manufacturing to construction materials, have installed a worldwide purchasing Intranet. Other manufacturing companies have built similar systems based on Microsoft Outlook software.nData suppliers like Yellow Pages, ABC have now avai

15、lable through their websites vast supplier bases covering supplier addresses in all major EC countries enabling buyers to conduct market surveys in short time.nSony uses its Purchasing website to attract new suppliers for certain commodities.nCompanies like FedEx, DHL, UPS provide linkages through the Internet which enable companies to keep track of their deliveries. SummaryConclusionsnThe ever-increasing turbulence in global supply markets makes supply market research a crucial activity.nSupply market research is required in