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3
Analyzing a Companys
External Environment
Screen graphics created by:
Jana F. Kuzmicki, Ph.D.
Troy State University-Florida and Western Region
3-1 McGraw-Hill/Irwin
Chapter Roadmap
The Strategically Relevant Components of a Companys External
Environment
Thinking Strategically About a Companys Industry and Competitive
Environment
Question 1: What Are the Industrys Dominant Economic Features?
Question 2: What Kinds of Competitive Forces Are Industry
Members Facing?
Question 3: What Factors Are Driving Industry Change and What
Impacts Will They Have?
Question 4: What Market Positions Do Rivals OccupyWho Is
Strongly Positioned and Who Is Not?
Question 5: What Strategic Moves Are Rivals Likely to Make
Next?
Question 6: What Are the Key Factors for Future Competitive
Success?
Question 7: Does the Outlook for the Industry Present an Attractive
Opportunity?
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external or
macro-environment
Industry and competitive conditions
Companys
internal or
micro-environment
Competencies, capabilities,
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Competitor
analysis
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Drivers of
change in the
industry
Key success
factors
Conclusions:
Industry
attractiveness
Vertical integration
Product innovation
Degree of product differentiation
Economies of scale
Learning and experience curve effects
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Strength
of these forces
Forces Model
of Competition
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More or different
performance features
Better product performance
Higher quality
Stronger brand image and
appeal
Wider selection of models
and styles
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capabilities
Better customer service
Stronger capabilities to
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Speed
availability of next-generation
components
Enhance
Squeeze
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is vigorous
Entry
Competition
from
substitutes is strong
Suppliers
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is moderate
Entry
Good
substitutes
do not exist
Suppliers
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A strategic group is a
Emphasize
Use
Use
Offer
Cover
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strategies of competitors
actions of competitors
strategies
Resource
Efforts
Thinking
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Product attributes
Resources
Competencies
Competitive capabilities
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Conclusions
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