INDUSTRY & COMPETITIVE ANALYSIS Analysis is the critical starting point of strategic thinking. Things are always different--the art is figuring out which differences matter.
Discussion Points
Role of Situation Analysis in Strategy-Making. INDUSTRY & COMPETITIVE ANALYSIS
Factors
Internal Factors
Political,
Dominant Industry
Economical,
Social, Technological, Ecological, & Legislative Conditions.
Traits,
Industry Drivers, and
Competencies,
Capabilities,
Resource Strengths & Weaknesses, and Overall Competitiveness.
Overall
Competitive Conditions.
Assess the nature of the environment Audit environmental influences Identify key competitive forces Identify competitive position Identify key opportunities and threats
Environmental Conditions
Simple
Complex
Environmental Conditions
Dynamic
Static
Trend Extrapolation
Delphy Analysis
Scenario Planning
Competitor Analysis
Economies of Scale
Learning / Experience Curve Effect An experience curve exists when (a Companys) incremental input required to produce unit incremental output reduces. example: unit costs decline as cumulative production volume increases, because of: Accumulating production know-how.
Scale Economy Achieving Economical Cost while moving up the scale of Production (or any other operation, like Distribution, Marketing etc.) .
Comes with Experience Curve Effect. Scope Economy Creating Synergies and getting Economical Cost by combining different functions or operations, using same resource for multiple or enriched use, etc. Comes with Strategic Moves like integration, Diversification etc.
External Factors
Social INDUSTRY & COMPETITIVE ANALYSIS Political Demographic
(At Large)
Ecological
Suppliers
Buyers
Economic
Infra Structural
Technological
Legal
Exit? Mobility?
Complementary Products?
Assess the Strength of each of the 5 competitive forces - Strong/Moderate/Weak: Rivalry among Competitors. Competition from Substitute Products. Competitive threat from Potential Entrants. Bargaining power of Suppliers, and Supplier-Seller Collaboration. Bargaining power of Buyers, and Buyer-Seller Collaboration. Identify the factors that cause each force to be strong or weak? Explain how each force acts to create Competitive pressure. Assess the Direction of each Competitive Force Growing / Stagnant / Declining. Look for and Filter the Exceptions. Decide whether overall competition (the combined effect of all 5 competitive forces) is Brutal, Fierce, Strong, Moderate, or Weak.
Competitive Force of Industry-Rivalry Rivalry among Competing Sellers Efforts of rivals to gain better market
INDUSTRY & COMPETITIVE ANALYSIS
Usually the most powerful of the five forces; The big factor determining the strength of rivalry is how actively and aggressively are rivals employing the various weapons of competition in jockeying for a stronger market position and seeking bigger sales: Is price competition vigorous? Active efforts to improve quality? Are rivals racing to offer better performance features? Are rivals racing to offer better customer service? Lots of advertising/sales promotions? Active efforts to build a stronger dealer network? Active product innovation? Active use of other weapons of rivalry?
Indicators of Intense Industry-Rivalry Active jockeying for position among rivals and frequent launches of new offensives to gain sales and market share: One or more firms initiate moves to bolster their standing at expense of rivals. Lots of firms that are relatively equal in size and capability. Slow Market Growth. Industry conditions tempt some firms to go on the offensive to boost volume and market share. Customers have low costs in switching to Rival Brands. A successful strategic move carries a big payoff. Costs more to get out of business than to stay in. Firms have diverse strategies, corporate priorities, resources, and countries of origin.
Competitive pressures coming from the threat of entry of new rivals. Has direct effect on Competitive Rivalry.
The pool of entry-candidates is large. Entry barriers are low or can be readily hurdled by the likely entry candidates. When existing industry members are looking to expand their market reach by entering product segments or geographic areas where they currently do not have a presence.
Barriers to entry exist when: Newcomers confront obstacles. Economic factors put potential entrant at a disadvantage relative to incumbent firms. Strong reaction of existing firms expected to the potential new entrant.
Concept
INDUSTRY & COMPETITIVE ANALYSIS
Substitutes matter when customers are attracted to the products of firms in other industries.
Examples
Eyeglasses vs. Contact Lens. Sugar vs. Artificial Sweeteners. Foreign Trip vs. Home Theatre. Newspapers vs. TV vs. Internet. eMail vs. Overnight Delivery Courier Service.
Readily available, and/or Attractively priced , and/or Believed to have (at least) comparable or (even) better performance features , and/or Customer switching costs are low , and/or Customer loyalty is low , and/or ..
Key Indicators
Rapid growth in the Sales / Profits of the Substitutes. Producers of Substitutes planning to expand further.
Concept
INDUSTRY & COMPETITIVE ANALYSIS
Competitive pressures stemming from supplier bargaining power and seller-supplier collaboration
Suppliers mean
Resource Inputs.
item makes up large portion of product costs, is crucial to production process, and / or significantly affects product quality. it is costly for buyers to switch to other / new suppliers. they have good reputations and also growing demand.
they can supply a component cheaper than its rivals, and than the industry members can make it themselves.
they do not have to contend with substitutes. buying firms are not important customers.
Competitive Pressures: Supplier-Seller Collaboration Rival sellers form Long-Term strategic partnerships with select suppliers to..
INDUSTRY & COMPETITIVE ANALYSIS
Promote JIT / VMI deliveries and reduced inventory and logistic costs. Speed availability of next-generation components. Enhance quality of parts being supplied. Reduce suppliers costs which paves way for lower prices on items supplied.
Competitive advantage potential may accrue to industry rivals doing the best job of managing supply-chain relationships.
Suppliers are a stronger force the more they can exercise power over the.. Prices charged. Quality and Performance of the items supplied. Reliability of Deliveries.
Concept
INDUSTRY & COMPETITIVE ANALYSIS
Competitive pressures stemming from buyer bargaining power and seller-buyer collaboration.
Buyers mean
End Consumers.
they are large and purchase a sizable percentage of industrys / sellers product. they can integrate backward. industrys / sellers product is standardized. buyers cost of switching to substitutes (or competitive brands) are low.
Competitive Pressures: Sellers-Buyers Collaboration Partnerships are an increasingly important competitive element in B2B
INDUSTRY & COMPETITIVE ANALYSIS
relationships.
Collaboration may result in mutual benefits regarding: JIT deliveries / VMI. Improved Order processing and Stock Levels. Electronic Invoicing / Payments. On-line sharing of sales at the cash register. Implementation of CPFRS.
Competitive advantage potential may accrue to industry rivals who do the best job of managing Seller-Buyer partnerships.
From the Standpoint of earning Good-Profits, the Competitive Environment is: INDUSTRY & COMPETITIVE ANALYSIS
Unattractive, when..
Rivalry is strong.
Attractive, when..
Rivalry is moderate (not low).
To insulate firm from competitive forces. To help make the rules, placing added pressure on rivals. Which allows firm to define the business model for the industry.
Competitive Rivalry (- -)
Very many competitors Low switching Cost High cost of leaving industry
Supplier Power ( )
Moderate number of Suppliers. Large Suppliers. Similar Products. Able to Substitute.
to alter their
Driving forces are the major underlying causes of changing the industry and the
competitive conditions.
Identify those forces likely to exert greatest influence over next 1-3 years; Usually no more than 3 - 4 factors qualify as real drivers of change.
Assess the impact of the identified Driving-Forces What difference will the forces make - favorable? unfavorable?
Globalization. Long-term industry growth rate. Policies / legislation. Entry or exit of major firms. Diffusion of technical knowledge. Changes in cost and efficiency. Societal concerns, attitudes, and lifestyles. Innovation: Product, Technological, Marketing etc. Market shift from standardized from/to differentiated products. Who buys, and how they use it? Degree of uncertainty and risk.
Definition
INDUSTRY & COMPETITIVE ANALYSIS
Monitoring and interpreting sweep of social, political, economic, ecological, legislative and technological events to spot budding trends that could eventually impact industry.
Purpose
Raise consciousness of managers about potential developments that could: Have important impact on industry conditions. Pose new opportunities and threats to the organization.
Price
Low
Variety
High
How to Construct Strategic Group Maps? 1. Identify competitive characteristics that differentiate firms in an industry from one another. 2. Plot firms on a two-variable map using pairs of these differentiating characteristics. 3. Assign firms that fall in about the same strategy space to same strategic group. 4. Draw circles around each group, making circles proportional to size of groups respective share of total industry sales.
Variables selected as axes should not be highly correlated. Variables do not have to be either quantitative or continuous. If more than 2 good competitive variables can be used, several maps can be drawn.
Driving forces and competitive pressures often favor some strategic groups and hurt
INDUSTRY & COMPETITIVE ANALYSIS
others. Profit potential of different strategic groups varies due to strengths and weaknesses
A firms own best strategic moves are affected by Current strategies of competitors and Future actions of competitors.
Profiling key rivals involves gathering competitive intelligence about their Current
strategies, Most recent moves, Resource strengths and weaknesses, Announced plans.
Categorizing Competitors
Scope
..
Strategic Intent
Strategic Posture
Strategic Position
Analyzing their current competitive positions. Examining public pronouncements about what it will take to be successful in industry.
Gathering information from grapevine about current activities and potential changes.
Studying past actions and leadership. Determining who has flexibility to make major strategic changes and who is locked
Product attributes.
Competencies. Competitive capabilities.
KSFs spell the difference between Profit or loss; Competitive success or failure. Answers to three questions pinpoint KSFs:
On what basis do customers choose between competing brands? What resources and competitive capabilities does a seller need to have to be competitively successful? How sellers to achieve a sustainable competitive advantage?
KSFs consist of the 3-5 really major determinants of financial and competitive success in an industry.
Technology
..
Manufactng
Skills
Marketing
Objective
environment is attractive or unattractive, both near- and long-term, for earning good profits.
Principle
A firm uniquely well-suited in an otherwise unattractive industry can, under certain circumstances, still earn unusually good profits.
Whether competitive conditions are conducive to rising/falling industry profitability. Will competitive forces become stronger or weaker. Whether industry will be favorably or unfavorably impacted by driving forces. Potential for entry/exit of major firms. Stability/dependability of demand. Severity of problems facing industry.
1. Evaluating industry and competitive conditions cannot be reduced to a formula-like exercise, thoughtful analysis is essential.
2. Sweeping industry & competitive analyses need to be done every 1-3 years (subject to the nature of Industry).
Recap