企业战略管理_第3章

Copyright2007PrenticeHallCh3-1Chapter3TheExternalAssessmentStrategicManagement:Concepts&Cases11thEditionFredDavidCopyright2007PrenticeHallCh3-2ChapterOutlineTheNatureoftheExternalAuditTheIndustrialOrganization(I/O)ViewSocial,Cultural,Demographic&EnvironmentalForcesCopyright2007PrenticeHallCh3-3ChapterOutline(cont’d)Political,Governmental,andLegalForcesTechnologicalForcesCompetitiveForcesCopyright2007PrenticeHallCh3-4ChapterOutline(cont’d)Porter’sFive-ForcesModelSourcesofExternalInformationForecastingTools&TechniquesCopyright2007PrenticeHallCh3-5ChapterOutline(cont’d)GlobalChallengeTheExternalFactorEvaluation(EFE)MatrixCompetitiveProfileMatrix(CPM)Copyright2007PrenticeHallCh3-6Itisnotthestrongestofthespeciesthatsurvive,northemostintelligent,buttheonemostresponsivetochange.–CharlesDarwinExternalAssessmentNothingfocusesthemindbetterthantheconstantsightofacompetitorwhowantstowipeyouoffthemap.–WayneCalloway,FormerCEO,PepsiCoCopyright2007PrenticeHallCh3-7ExternalStrategicManagementAudit--EnvironmentalScanning--IndustryAnalysisCopyright2007PrenticeHallCh3-8Identify&EvaluatefactorsbeyondthecontrolofasinglefirmIncreasedforeigncompetitionPopulationshiftsAgingsocietyFearoftravelingStockmarketvolatilityExternalStrategicManagementAuditCopyright2007PrenticeHallCh3-9PurposeofExternalAuditIdentifyOpportunitiesThreatsExternalStrategicManagementAuditCopyright2007PrenticeHallCh3-10KeyExternalForces•Economicforces•Social,cultural,demographic&environmentalforces•Political,governmental&legalforces•Technologicalforces•CompetitiveforcesCopyright2007PrenticeHallCh3-11CompetitorsSuppliersDistributorsCreditorsCustomersEmployeesCommunitiesManagersStockholdersLaborUnionsSpecialInterestGroupsProductsServicesMarketsNaturalEnvironmentKeyExternalForcesOpportunities&ThreatsKeyExternalForces&theOrganizationCopyright2007PrenticeHallCh3-12Gathercompetitiveintelligence–SocialCulturalDemographicEnvironmentalGovernmentalLegalTechnologicalExternalAuditCopyright2007PrenticeHallCh3-13ExternalAudit–SourcesofInformation•Internet•Libraries•Suppliers•Distributors•Salespersons•Customers•CompetitionCopyright2007PrenticeHallCh3-14PerformingExternalAudit--KeyFactorsVaryovertimeVarybyindustryCopyright2007PrenticeHallCh3-15PerformingExternalAudit--Variables•Marketshare•Breadthofcompetingproducts•Worldeconomies•Foreignaffiliates•ProprietaryaccountadvantagesCopyright2007PrenticeHallCh3-16PerformingExternalAudit--Variables•Pricecompetitiveness•Technologicaladvancements•Interestrates•PollutionabatementCopyright2007PrenticeHallCh3-17PerformingExternalAuditExternalFactorsMeasurableLong-termorientationApplicabletocompetingfirmsHierarchicalCopyright2007PrenticeHallCh3-18IndustrialOrganization(I/O)View--IndustryfactorsmoreimportantthaninternalfactorsPerformancedeterminedbyindustryforcesCopyright2007PrenticeHallCh3-19EconomiesofScaleIndustryPropertiesBarrierstomarketentryProductdifferentiationLevelofcompetitivenessI/OPerspectiveFirmPerformanceCopyright2007PrenticeHallCh3-20ResearchFindings“Approximately20%ofafirm’sprofitabilitycanbeexplainedbytheindustry,whereas36%ofthevarianceinprofitabilityisattributedtothefirm’sinternalfactors”Copyright2007PrenticeHallCh3-21EconomicForcesCopyright2007PrenticeHallCh3-22EconomicForcesTrendsinthedollar’svalueEuropeanUnionLayoffsEconomicstandardoflivingCopyright2007PrenticeHallCh3-23EconomicStandardofLivingCopyright2007PrenticeHallCh3-24Russia’sEconomyPoliticalbureaucracyIllegalactionsbyofficialsandpolicemenState-rungas;monopolypurchaseofnewspaperForeigndirectinvestmentCopyright2007PrenticeHallCh3-25EconomicForces•Availabilityofcredit•Levelofdisposableincome•Interestrates•InflationratesCopyright2007PrenticeHallCh3-26Social,Cultural,Demographic&EnvironmentalForcesMajorImpact–•Products•Services•Markets•CustomersCopyright2007PrenticeHallCh3-27Social,Cultural,Demographic&EnvironmentalForcesU.S.Facts•Agingpopulation•LessCaucasian•Wideninggapbetweenrich&poor•2025=18.5%population65years•2075=noethnicorracialmajorityCopyright2007PrenticeHallCh3-28Social,Cultural,Demographic&EnvironmentalForcesFacts•Worldpopulationapproaching7billion•Worldpopulation=8billionby2028•Worldpopulation=9billionby2054•U.S.population300millionCopyright2007PrenticeHallCh3-29TrendsMoreAmericanhouseholdswithpeoplelivingaloneBy2021HispanicswillbelargestminoritygroupAgingAmericans–affectsallorganizationsPopulationshifttothesouthandwestLessinterestedinfitnessandexerciseDecimationanddegradationofthenaturalenvironmentSocial,Cultural,Demographic&EnvironmentalForcesCopyright2007PrenticeHallCh3-30U.S.–MexicoBorderNorthAmerica’sfastestgrowingregion1,500maquiladorasNolongerlargestexportertoU.S.Copyright2007PrenticeHallCh3-31Social,Cultural,Demographic&EnvironmentalForcesGlobaltrends•2003–ChinalargestexportertoU.S.•2003––Asiareceiveshighestforeigndirectinvestment•CheaperlaborandutilitiesthanMexico•ChinajoinedWTOCopyright2007PrenticeHallCh3-32Globaltrends•China’slaborrateslessthanMexico•ChinaprovidesmoresitelocationincentivesthanMexicoSocial,Cultu