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Lecture Outline
Analysis of Macro Environment
PESTEL
Industry analysis
5 Forces Model
Life-Cycle Model
Complexity
Interconnected influences eg Information Technology changes the nature
of work- changes lifestyles- alters consumer
behaviour
Speed of change
Particularly ICT means more and faster change
Economic
Business cycles
GNP trends
Interest rates
Money supply
Inflation
Unemployment
Disposable income
Technological
Population
demographics
Income distribution
Social mobility
Lifestyle changes
Attitudes to work and
leisure
Consumerism
Levels of education
Government spending on
research
Government and industry
focus on technological
effort
New discoveries
/developments
Speed of technology
transfer
Rates of obsolescence
Legal
Competition law
Employment law
Health and safety
Product safety
External Environment
Issues Priority Matrix
Low
High
High
Priority
High
Priority
Medium
Priority
Medium
High
Priority
Medium
Priority
Low
Priority
Medium
Priority
Low
Priority
Low
Priority
Low
Probability of Occurrence
High
Porters Diamond
PESTEL factors differ from country to
country their competitive impact will
differ from country to country
Porters (1990) suggests reasons why
some countries are more competitive
than others
Porters Diamond
The Determinants of National Advantage
Porters Diamond
Factor conditions
Education, infrastructure, cash, eg, Taiwan
Scenario Analysis
How the business environment might develop
in the future based on key environment
changes around which there is a high degree
of uncertainty.
Newspaper Industry
Influence of electronic media
Energy Industry
Environmental issues
Middle East Situation
Industry Analysis
Industry
A group of firms producing a similar
product or service, such as soft drinks
or financial services.
Industry Analysis
Economies of Scale
Product Differentiation
Capital Requirements
Switching Costs
Access to Distribution Channels
Cost Disadvantages Independent of Size
Government Policy
Industry Analysis
Bargaining Power of Buyers -Buyer is powerful when:
Industry Analysis
Bargaining Power of Suppliers -Supplier is powerful when:
Supplier industry is dominated by a few companies but sells
to many
Its product is unique and/or has high switching costs
Substitutes are not readily available
Suppliers are able to integrate forward and compete directly
with present customers
Purchasing industry buys only a small portion of the
suppliers goods.
Industry Analysis
The collective strength of these forces
determines the ultimate profit potential
of an industry.
The stronger each of these forces the
more limited industries are in their
ability to raise prices and increase
profits
Shakeout
Maturity
Users/
buyers
Few:
Early
adopters
Growing
adopters:
Trial of
product
Growing
Saturation
selectivity of Repeat
purchase
purchase
reliance
Drop-off in
usage
Competitiv
e
conditions
Few
competi tors
Competitor
entry
Fight for
share
Undifferentiated
Many:
Price-cutting
Shakeout of
weakest
Exit of
some
competitor
s
Fight to
maintain
share
Emphasis on
low cost
Decline