CHAPTER 3

EVALUATING A COMPANYS EXTERNAL ENVIRONMENT

1. Gain command of the basic concepts and analytical tools widely used to diagnose the competitive conditions in a companys industry. 2. Learn how to diagnose the factors shaping industry dynamics and to forecast their effects on future industry profitability. 3. Become adept at mapping the market positions of key groups of industry rivals. 4. Understand why in-depth evaluation of a businesss strengths and weaknesses in relation to the specific industry conditions it confronts is an essential prerequisite to crafting a strategy that is well-matched to its external situation.

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3.1

From Thinking Strategically about the Companys Situation to Choosing a Strategy

Chapter 3
Thinking strategically about a firms external environment

Thinking strategically about a firms internal environment Chapter 4

Forming a strategic vision of where the firm needs to head

Identifying promising strategic options for the firm

Selecting the best strategy and business model for the firm

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The External Environment

The Macro-Environment

Is the broad environmental context in which a firms industry is situated. Includes strategically relevant components over which the firm has no direct control. General economic conditions Immediate industry and competitive environment

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3.2

The Components of a Companys Macro-Environment

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3.1 Component
Demographics

The Seven Components of the Macro-Environment Description

The size, growth rate, and age distribution of different sectors of the population. It includes the geographic distribution of the population, the distribution of income across the population, and trends in these factors. Societal values, attitudes, cultural factors, and lifestyles that impact businesses. Social forces vary by locale and change over time.

Social forces

Political, legal, Political policies and processes, as well as the regulations and laws with which and regulatory companies must complylabor laws, antitrust laws, tax policy, regulatory policies, the political climate, and the strength of institutions such as the court system. factors Natural environment Technological factors
Ecological and environmental forces such as weather, climate, climate change, and associated factors like water shortages. The pace of technological change and technical developments that have the potential for wide-ranging effects on society, such as genetic engineering, the rise of the Internet, changes in communication technologies, and knowledge and controlling the use of technology, Conditions and changes in global markets, including political events and policies toward international trade, sociocultural practices and the institutional environment in which global markets operate. Rates of economic growth, unemployment, inflation, interest, trade deficits or surpluses, savings, per capita domestic product, and conditions in the markets for stocks and bonds affecting consumer confidence and discretionary income.
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Global forces

General economic conditions

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THINKING STRATEGICALLY ABOUT A COMPANYS INDUSTRY AND COMPETITIVE ENVIRONMENT

1. Does the industry offer attractive opportunities for growth? 2. What kinds of competitive forces are industry members facing, and how strong is each force? 3. What factors are driving changes in the industry, and what impact will these changes have on competitive intensity and industry profitability?

4. What market positions do industry rivals occupywho is strongly positioned and who is not?
5. What strategic moves are rivals likely to make next? 6. What are the key factors for competitive success in the industry? 7. Does the industry offer good prospects for attractive profits?
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QUESTION 1: DOES THE INDUSTRY OFFER ATTRACTIVE OPPORTUNITIES FOR GROWTH?

Defining Growth:

What is the current market size in units or sales? What is the past, current and expected rate of growth for the market\industry? Different sectors\regions of a market grow at different rates. Growth varies with the industrys life cycle stage emergence, rapid growth, maturity, and decline. Growth does not guarantee profitability.
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Considerations:

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QUESTION 2: WHAT KINDS OF COMPETITIVE FORCES ARE INDUSTRY MEMBERS FACING, AND HOW STRONG ARE THEY?

The Five Competitive Forces:

Competition from rival sellers Competition from potential new entrants

Competition from substitute products producers

Supplier bargaining power

Customer bargaining power

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3.3 The Five-Forces Model of Competition: A Key Analytical Tool

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Using the Five-Forces Model of Competition

For each of the five forces, identify the different parties involved, and the specific factors that bring about competitive pressures. Evaluate how strong the pressures stemming from each of the five forces are (strong, moderate to normal, or weak). Determine whether the strength of the five competitive forces, overall, is conducive to earning attractive profits in the industry.

Step 1

Step 2

Step 3

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3.2

Common Weapons for Competing with Rivals Primary Effects

Lowers price (P), acts to boost total sales volume and market share, lowers profit margins per unit sold when price cuts are big and/or increases in sales volume are relatively small Acts to increase unit sales volume and total revenues, lowers price (P), increases unit costs (C), may lower profit margins per unit sold (P C) Boosts buyer demand, increases product differentiation and perceived value (V), acts to increase total sales volume and market share, may increase unit costs (C) and/or lower profit margins per unit sold Acts to increase product differentiation and value (V), boosts buyer demand, acts to boost total sales volume, likely to increase unit costs (C) Acts to increase product differentiation and value (V), strengthens buyer demand, acts to boost total sales volume and market share, likely to increase unit costs (C) Acts to increase product differentiation and value (V), increases switching costs, acts to boost total sales volume, often increases unit costs (C) Broadens access to buyers, acts to boost total sales volume and market share, may increase unit costs (C) Acts to increase product differentiation and value (V), increases unit costs (C), increases buyer costs to switch brands, acts to boost total sales volume and market share
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Competitive Weapons
Price discounting, clearance sales, blowout sales Couponing, advertising items on sale Advertising product or service characteristics, using ads to enhance a companys image or reputation Innovating to improve product performance and quality Introducing new or improved features, increasing the number of styles or models to provide greater product selection Increasing customization of product or service Building a bigger, better dealer network Improving warranties, offering lowinterest financing

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Competitive Pressures That Act to Increase the Rivalry among Competing Sellers
Buyer demand is growing slowly or declining.

It is becoming less costly for buyers to switch brands.

Industry products are becoming more alike. There is unused production capacity, and\or products have high fixed costs or high storage costs. The number of competitors is increasing and\or they are becoming more equal in size and competitive strength.

The diversity of competitors is increasing.

High exit barriers stop firms from exiting the industry.

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3.4 Factors Affecting the Strength of Rivalry

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Competitive Pressures Associated with the Threat of New Entrants Entry Threat Considerations:

Strength of barriers to entry Expected reaction of incumbent firms Attractiveness of a particular markets growth in demand and profit potential Capabilities and resources of potential entrants Entry of existing competitors into market segments in which they have no current presence

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Market Entry Barriers Facing New Entrants

Economies of scale in production, distribution, advertising, or other areas of operation Experience and learning curve effects Unique cost advantages of industry incumbents

Strong brand preferences and customer loyalty

Strong network effects in customer demand High capital requirements

Building a network of distributors or dealers and securing adequate space on retailers shelves
Restrictive government policies
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3.5 Factors Affecting the Threat of Entry

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Competitive Pressures from the Sellers of Substitute Products

Substitute Products Considerations:

Ready availability of substitutes Pricing, quality, performance, and other relevant attributes of substitutes Switching costs that buyers incur

Indicators of Substitutes Competitive Strength:

Increasing rate of growth in sales of substitutes Substitute producers adding output capacity Increasing profitability of substitute producers

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3.6
Factors Affecting Competition from Substitute Products
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Competitive Pressures Stemming from Supplier Bargaining Power

Supplier Bargaining Power Considerations:

Ready availability of supplier products Criticality of supplier products as industry inputs Number of suppliers of standard\commodity items Buyers costs for switching among suppliers Availability of substitutes for suppliers products Fraction of supplier sales due to industry demand Ratio of suppliers relative to industry buyers Backward integration into suppliers industry

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3.7

Factors Affecting the Bargaining Power of Suppliers

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Competitive Pressures Stemming from Buyer Bargaining Power and Price Sensitivity Buyer Bargaining Power Considerations:

Buyer costs for switching to competing sellers

Degree to which industry products are commoditized Number and size of buyers relative to sellers Strength of buyer demand for sellers products Buyer knowledge of products, costs and pricing Backward integration of buyers into sellers industry Buyer discretion in delaying purchases Buyer price sensitivity due to low profits, size of purchase, and consequences of purchase
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3.8 Factors Affecting the Bargaining Power of Buyers

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Is the Collective Strength of the Five Competitive Forces Conducive to Good Profitability?

Is the state of competition in the industry stronger than normal?

Can industry firms expect to earn decent profits given prevailing competitive forces? Are some of the competitive forces sufficiently powerful to undermine industry profitability?

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Matching Strategy to Competitive Conditions

1. Pursuing avenues that shield the firm from as many competitive pressures as possible.
2. Initiating actions calculated to shift competitive forces in the firms favor by altering underlying factors driving the five forces. 3. Spotting attractive arenas for expansion, where competitive pressures in the industry are somewhat weaker.

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QUESTION 3: WHAT FACTORS ARE DRIVING INDUSTRY CHANGE, AND WHAT IMPACTS WILL THEY HAVE?

Strategic Analysis of Industry Dynamics:

1. Identifying the drivers of change. 2. Assessing whether the drivers of change are, individually or collectively, acting to make the industry more or less attractive. 3. Determining what strategy changes are needed to prepare for the impacts of the anticipated change.
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3.3

The Most Common Drivers of Industry Change

1. 2. 3. 4. 5. 6. 7. 8.
9. 10. 11. 12.

Changes in the long-term industry growth rate Increasing globalization Changes in who buys the product and how they use it Technological change Emerging new Internet capabilities and applications Product and marketing innovation Entry or exit of major firms Diffusion of technical know-how across companies and countries Improvements in efficiency in adjacent markets Reductions in uncertainty and business risk Regulatory influences and government policy changes Changing societal concerns, attitudes, and lifestyles
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Assessing the Impact of the Factors Driving Industry Change

1. Overall, are the factors driving change causing demand for the industrys product to increase or decrease?
2. Is the collective impact of the drivers of change making competition more or less intense? 3. Will the combined impacts of the change drivers lead to higher or lower industry profitability?

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Developing a Strategy That Takes the Changes in Industry Conditions into Account

What strategy adjustments will be needed to deal with the impacts of the changes in industry conditions?

What adjustments must be made immediately? What actions must we not take or should we cease to do now? What can we do now to prepare for adjustments we anticipate making in the future?

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QUESTION 4: HOW ARE INDUSTRY RIVALS POSITIONEDWHO IS STRONGLY POSITIONED AND WHO IS NOT?

A Strategic Group

Is a cluster of industry rivals that have similar competitive approaches and market positions:

Have comparable product-line breadth Sell in the same price/quality range Emphasize the same distribution channels Use the same product attributes to buyers Depend on identical technological approaches Offer similar services and technical assistance
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Using Strategic Group Maps to Assess the Market Positions of Key Competitors

Constructing a strategic group map:

Identify the competitive characteristics that differentiate firms in the industry. Plot the firms on a two-variable map using pairs of differentiating competitive characteristics. Assign firms occupying about the same map location to the same strategic group.

Draw circles around each strategic group, making the circles proportional to the size of the groups share of total industry sales revenues.
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Typical Variables for Differentiating the Market Positions of Key Competitors on Group Maps
Price/quality range (high, medium, low)
Geographic coverage (local, regional, national, global) Product-line breadth (wide, narrow)

Degree of service offered (no frills, limited, full)

Distribution channels (retail, wholesale, Internet, multiple) Degree of vertical integration (none, partial, full)

Degree of diversification into other industries (none, some, considerable).

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Choosing Variables for Group Maps

Variables selected as map axes:

Must not be highly correlated. Must reflect key approaches to customer value and expose sizable differences in the marketplace positions of rivals. May be quantitative, continuous, discrete and\or defined in terms of distinct classes and combinations.

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Guidelines for Constructing Group Maps

Draw map circles proportional to the combined sales of firms in each strategic group to reflect the relative sizes of each group to the total size of the industry.
Use different variable sets to show different views of relationships among competitive positions in the industrys structurethere is no one best map for portraying how competing firms are positioned.

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Follow-up

Which strategic group is located in the least favorable market position? Which group is in the most favorable position? Which strategic group is likely to experience increased intragroup competition? Which groups are most threatened by the likely strategic moves of members of nearby strategic groups?

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What Can Be Learned from Strategic Group Maps?

Maps are useful in identifying which industry members are close rivals and which are distant rivals. Not all map positions are equally attractive.
1. Prevailing competitive pressures in the industry and drivers of change favor some strategic groups and hurt others.
2. Profit prospects vary from strategic group to strategic group.

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QUESTION 5: WHAT STRATEGIC MOVES ARE RIVALS LIKELY TO MAKE NEXT? Competitive Intelligence

Information about rivals that is useful in anticipating their next strategic moves.

Signals of the Likelihood of Strategic Moves:

Rivals under pressure to improve financial performance Rivals seeking to increase market standing Public statements of rivals intentions Profiles developed by competitive intelligence units

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Useful Questions to Help Predict the Likely Actions of Important Rivals

Which competitors strategies are achieving good results?
Which competitors are losing in the marketplace or badly need to increase their unit sales and market share? Which rivals are likely make major moves to enter new geographic markets or to increase sales and market share in a particular geographic region? Which rivals can expand product offerings to enter new product segments where they do not have a presence? Which rivals can be acquired? Which rivals are financially able and looking to make an acquisition?
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QUESTION 6: WHAT ARE THE KEY FACTORS FOR FUTURE COMPETITIVE SUCCESS?

Key Success Factors

Are the strategy elements, product and service attributes, operational approaches, resources, and competitive capabilities that are necessary for competitive success by any and all firms in an industry. Vary from industry to industry, and over time within the same industry, as drivers of change and competitive conditions change.
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Identification of Key Success Factors

1. What product attributes and service features buyers strongly affect buyers when choosing between the competing brands of sellers?
2. What resources and competitive capabilities are required for a firm to execute a successful strategy in the marketplace? 3. What shortcomings will put a firm at a significant competitive disadvantage?

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QUESTION 7: DOES THE INDUSTRY OFFER GOOD PROSPECTS FOR ATTRACTIVE PROFITS? Industry Profitability Considerations:

The industrys overall growth potential Effects of strong competitive forces Effects of prevailing drivers of change in the industry Competitive strength of the firm: its market position relative to its rivals, its capability to withstand competitive forces, and whether its position will change in the course of competitive interactions The success of the firms strategy in delivering on the industrys key success factors
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