烟草行业的竞争动态英文版

CompetitiveRivalryandCompetitiveDynamicsMichaelA.HittR.DuaneIrelandRobertE.HoskissonChapter51©2003SouthwesternPublishingCompanyStrategyImplementationChapter13StrategicEntrepreneurshipChapter11OrganizationalStructureandControlsChapter10CorporateGovernanceChapter12StrategicLeadershipStrategyFormulationStrategicCompetitivenessAbove-AverageReturnsStrategicIntentStrategicMissionChapter2TheExternalEnvironmentChapter3TheInternalEnvironmentTheStrategicManagementProcessFeedbackStrategicInputsStrategicActionsStrategicOutcomesChapter5CompetitiveRivalryandCompetitiveDynamicsChapter4Business-LevelStrategy2DefinitionsCompetitorsfirmsoperatinginthesamemarket,offeringsimilarproductsandtargetingsimilarcustomersCompetitiverivalrytheongoingsetofcompetitiveactionsandresponsesoccurringbetweencompetitorscompetitiverivalryinfluencesanindividualfirm’sabilitytogainandsustaincompetitiveadvantages3DefinitionsCompetitivebehaviorthesetofcompetitiveactionsandcompetitiveresponsesthefirmtakestobuildordefenditscompetitiveadvantagesandtoimproveitsmarketpositionCompetitivedynamicsthetotalsetofactionsandresponsestakenbyallfirmscompetingwithinamarket4FromCompetitorstoCompetitiveDynamicsCompetitorsThroughcompetitive behaviorCompetitiveactionsCompetitiveresponsesTogainanadvantageous marketpositionCompetitiveDynamicsCompetitiveactionsandresponsestakenbyall firmscompetinginamarketCompetitiverivalryEngageinWhatresults?Whatresults?Why?How?5個案:GeneralMills早餐穀片市場主要競爭者—家樂氏與Post(PhilipMorris旗下的Kraft)競爭手法—價格/創新產品買一送一的促銷GeneralMills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6EffectofCompetitiveRivalryonaFirm’sStrategiesSuccessofastrategyisdeterminedby:thefirm’competitiveactionshowwellitanticipatescompetitors’responsestothemhowwellthefirmanticipatesandrespondstoitscompetitors’initialactionsCompetitiverivalryaffectsalltypesofstrategiesmostdominantinfluenceisonthefirm’sbusiness-levelstrategyorstrategies.

7AModelofCompetitiveRivalryCompetitiveAnalysisMarketcommonalityResourcesimilarityDriversofCompetitiveBehaviorAwarenessMotivationAbilityInterimRivalryLikelihoodofAttackFirstmoverincentivesOrganizationalsizeQualityLikelihoodofResponseTypeofcompetitiveactionReputationMarketdependenceOutcomesMarketpositionFinancialperformancefeedback8CompetitiveRivalryFirmsaremutuallyinterdependent

onefirm’scompetitiveactionshavenoticeableeffectsoncompetitorsonefirm’scompetitiveactionselicitcompetitiveresponsesfromcompetitorscompetitorsfeeleachother’sactionsandresponsesMarketplacesuccessisafunctionofbothindividualstrategiesandtheconsequencesoftheiruse9CompetitorAnalysisCompetitoranalysisatechniquefirmsusetounderstandtheircompetitiveenvironment.Alongwiththegeneralandindustryenvironments,thecompetitiveenvironmentcomprisesthefirm’sexternalenvironmentatechniqueusedtohelpthefirm

understanditscompetitorsthefirststeptobeingabletopredictcompetitors’behaviorintheformofitscompetitiveactionsandresponses10MarketCommonalityMarketCommonalityisconcernedwiththenumberofmarketswithwhichafirmandacompetitorarejointlyinvolvedthedegreeofimportanceoftheindividualmarketstoeachcompetitorMostindustries’marketsaresomewhatrelatedintermsoftechnologiescorecompetenciesMultimarketcompetitionFirmscompetinginseveralmarkets11ResourceSimilarityResourcesimilaritytheextenttowhichthefirm’stangibleandintangibleresourcesarecomparabletoacompetitor’sintermsofbothtypeandamount

FirmswithsimilartypesandamountsofresourcesarelikelytohavesimilarstrengthsandweaknessesusesimilarstrategiesAssessingresourcesimilaritycanbedifficultifcriticalresourcesareintangibleratherthantangible

12AFrameworkofCompetitorAnalysisMarketCommonalityHighLowLowHighResourceSimilarityTheshadedarearepresentsdegreeofmarketcommonalitybetweentwofirmsResourceendowmentBResourceendowmentAKEYIIIIIIIV13DriversofCompetitiveActionsandResponses:AwarenessistheextenttowhichcompetitorsrecognizethedegreeoftheirmutualinterdependencemutualinterdependenceresultsfrommarketcommonalityresourcesimilarityAwarenessAwarenessDriversofcompetitivebehavior14MotivationDriversofCompetitiveActionsandResponses:Motivationconcernsthefirm’sincentivetotakeactionortorespondtoacompetitor’sattackandrelatestoperceivedgainsandlossesAwarenessDriversofcompetitivebehaviorMotivation15AbilityDriversofCompetitiveActionsandResponses:Abilityrelatestoeachfirm’sresourcestheflexibilitytheseresourcesprovideWithoutavailableresourcesthefirmlackstheabilitytoattackacompetitortorespondtothecompetitor’sactionsAwarenessDriversofcompetitivebehaviorMotivationAbility16DriversofCompetitiveActionsandResponses:AfirmismorelikelytoattacktherivalwithwhomithaslowmarketcommonalitythantheonewithwhomitcompetesinmultiplemarketsBecauseofthehighstakesofcompetitionundertheconditionofmarketcommonality,thereisahighprobabilitythattheattackedfirmwillrespondtoitscompetitor’sactioninanefforttoprotectitspositioninoneormoremarketsMarketcommonalityDriversofcompetitivebehaviorinfluencedbyMarketCommonality17ResourcesimilarityDriversofCompetitiveActionsandResponses:Thegreatertheresourceimbalancebetweentheactingfirmandcompetitorsorpotentialresponders,thegreaterwillbethedelayinresponsebythefirmwitharesourcedisadvantageWhenfacingcompetitorswithgreaterresourcesormoreattractivemarketpositions,firmsshouldeventuallyrespond,nomatterhowchallengingtheresponseDriversofcompetitivebehaviorinfluencedbyMarketcommonalityResourceSimilarity18CompetitiveRivalryCompetitiveactionastrategicortacticalactionthefirmtakestobuildordefenditscompetitiveadvantagesorimproveitsmarketpositionCompetitiveresponseastrategicortacticalactionthefirmtakestocountertheeffectsofacompetitor’scompetitiveaction19Str孟ate克gic梁an继dT胃act矿ica葱lA你cti粘onsStr裳ate皂gic慨ac狗tio顺no拐ra纷st决rat韵egi蓬cr杂esp沙ons疾eama蛇rket该-bas干edm猾ove宗that席inv蔬olve间sasign妙ific筹ant膏comm揭itme镇nto惕for柜gani吸zati执onal档res颠ourc璃esand挤isd强iffi忽cult认to脱impl沫emen活tan功dre计vers柄eTact何ical瓦act阳ion欠ora恳tac意tica沃lre赔spon君semark窝et-b挖ased踢mov氏eth陆ati雹stak监en鹅to滋fin早e-t尼une搬a沟str度ate汇gy;it驳inv龙olve裹sfe召wer墓reso太urce培san颤dis险rel览ativ艇ely泽easy挎to娱impl纱emen馆tan辱dre谅vers洒e20Fac规tor椅sA备ffe秧cti咸ng厦Lik盈eli能hoo陆do新fA丸tta邪ck:Fir消st疯mov咏ers券al舱loc剂ate羡fu炭nds摘fo氧rpro喝duc饮tinno烟vati依onand翁de向vel宵opm牲entagg贱res穷siv丽eadve舅rtis津ingadva职ncedres良ear诊ch瓣and塞de帆vel勤opm酿entFirs表tmo台vers坟can竿gai鲁ntheloy尤alt值yofc银usto习mers拳who总may啄bec写ome徒comm布itte蜓dto爷the矿fir测m’s框good遣sor毯ser慰vice堤smark旧ets悔harethat洞can屋be问diff雪icul嗓tfo鱼rco失mpet而itor泡sto绳tak伪edu课ring恼fut级ure弯comp每etit陡ive渗riva芳lryFirstmoverincentivesFirs虚tMo搜ver香Ince恒ntiv药es21Seco返ndM党over跟隨第皮一行動罩者的競予爭性行咐動而行差動的企尖業(可聪享有搭熄便車效揭果)第二行動交者通常是图的第一模角仿行動者第二行動考者掌握部另分顧客與沈顧客忠誠避免部分秤第一行動责者所面臨芬的未知市神場風險成功與否警決定於反别應的速度汽(愈快與脉有利)必須擁泛有模仿古的必要缠能力第二行動痰者22SizeFac巨tor摧sA屑ffe抵cti赞ng再Lik稀eli蓬hoo匠do法fA坊tta闪ck:Sma支ll袄fir捉msare缩慧more秀lik雁elyto晚lau壶nch汉co棒mpe呢tit秤ive抵ac辱tio点nsto休be匠qui置cke椅ri糖nd捐oin丘gs四oSma杨ll污fir描ms浸are您pe拼rce辩ive桑da献snimb枕lea惭ndf江lexi卷blecom必pet注ito谅rsrely宜ing区onspee叉dan站dsu箩rpri通setod像efen角dth董eir独comp印etit羞ive简adva肢ntag付eso愁rde躲velo竿pne藏won核esw女hile孔eng输aged词in叔comp种etit设ive必riva殃lrySma单ll疑fir戒ms傻hav辜et链he译fle亭xib叔ili辣ty逢nee罚ded裁to厌la纸unc叙hagrea挤ter易vari盒ety却ofc支ompe弄titi邻vea孕ctio阳nsFirstmoverincentivesSiz匆e23Fac染tor跳sA脏ffe责cti叉ng叼Lik笛eli轨hoo凝do依fA义tta惩ck:Lar肆ge尚fir秘ms咸are帝li耳kel缝yt尊oi刊nit格iat丸em夹ore珠co茎mpe着tit芳ive丙ac免tio禾ns喉as炎wel列la杰sstra言tegi屠cac作tion垦sdur召ing援a哪giv径en弄tim符ep蛮eri患odLar异ge咱org京ani座zat波ion巾sc歌omm割onl言yh田ave搭th怜eslac押kre单sour鄙cesrequ缠ired雾to亦laun城cha兄lar侵ger交numb对ero陷fto踪蝶tal谦comp脖etit笔ive社acti我onsFirstmoverincentivesSizeSize“Thinkandactbigandwe’llgetsmaller.Thinkandactsmallandwe’llgetbigger.”-HerbKelleher,FormerCEO,SouthwestAirlines24QualityFact冠ors父Affe宁ctin族gLi潮keli垦hood醉of富Atta坑ck:Qual宵ity鄙exis详tsw细hen袍the多firm峡’sg小oods桨or惑serv浴ices逐mee盆tor姻exc意eedcust榆omer既s’e母xpec泛tati袍onsFirstmoverincentivesSizeQua农lit贯yProd信uct倒qual志ity鬼dime上nsio狭nsi更nclu散dePer陡for鹅man趣ce性能Fea岗tur费es特徵Flex樱ibil餐ity彈性Dura靠bili巾ty耐久性Con贪for珠man东ce構造Serv亿icea枣bili遵ty有用性Aest胳heti秤cs美感Per端cei昌ved反qu辨ali经ty品質知午覺25QualityFac材tor谦sA菠ffe食cti渔ng锡Lik管eli株hoo划do坑fA腰tta龟ck:Qua甚lit眠ye测xis罩ts惕whe奋nt雨he粘fir翠m’s阴go迁ods你or劈燕se练rvi亭ces袋me味et夹or退exc们eed红cu今sto浓mer及s’逼exp抛ect币ati觉onsFirstmoverincentivesSizeQual蛛ityServ着ice韵qual呢ity艘dime祖nsio牵nsi犬nclu蛋deTim沟eli垒nes渡s及時Cour燥tesy殷勤Con使sis胆ten设cy一致Conv犹enie棍nce方便Com莲ple溉ten绳ess完整Accu晃racy準確26Fact姻ors猾Affe边ctin液gLi笑keli躺hood代of桶Resp际onseFir殃ms斯stu携dy猛thr舱ee扒fac悬tor浅st极op引red挪ict凶ho烟wa念co眉mpe窄tit毅or尿is尺lik傻ely须to其re门spo赚nd亿to凝com今pet宽iti芦ve政act如ion截stype妹of穷comp喇etit留ive湿acti促onrep违uta阔tio独nmark泉etd茅epen引denc挑e27Fac芽tor使sA右ffe声cti卫ng筝Lik粒eli余hoo够do饼fR贼esp荡ons赢e:Stra抽tegi学cac迹tion必sre掏ceiv使est偏rate诊gic啄resp册onse轿sTac要tic具al别res走pon历ses摇ar土et泛ake毛nt是oc洽oun应ter扑t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