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Competitive life cycle analysis

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Competitive life cycle analysis

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a brief introduction to Competitive life cycle analysis, the definitions and its use, plus a framework for analyzing and decision making about the life time of a product or serivce

a brief introduction to Competitive life cycle analysis, the definitions and its use, plus a framework for analyzing and decision making about the life time of a product or serivce

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Competitive life cycle analysis

  1. 1. Masih Nabizadeh,Tehran Polytechnic
  2. 2. Competitive Life Cycle Analysis Capability Competitor Analysis 3 strategies How to Conduct Introduction Porter five forces Competitive Life Cycle (CLC) analysis is the assessment of competition within dynamic market environment.
  3. 3. Competitive Life Cycle Analysis Capability Competitor Analysis 3 strategies How to Conduct Introduction Porter five forces
  4. 4. Competitive Life Cycle Analysis Capability Competitor Analysis 3 strategies How to Conduct Introduction Porter five forces Product Life Cycle
  5. 5. Competitive Life Cycle Analysis Capability Competitor Analysis 3 strategies How to Conduct Introduction Porter five forces Product Life Cycle
  6. 6. Competitive Life Cycle Analysis Capability Competitor Analysis 3 strategies How to Conduct Introduction Porter five forces • The CLC is split into three phases with the S-curve: - Emergent phase - Growth phase - Mature phase • Demarking each of the three phases associated with a single S-curve are transitory inflection points: - Disruption - Annealing - Shakeout
  7. 7. Competitive Life Cycle Analysis Capability Competitor Analysis 3 strategies How to Conduct Introduction Porter five forces • This period is often characterized by what others have referred to as the “era of ferment” as business experience with various design. • During this phase, we typically observe widespread entry by both diversifying incumbent firms and new ventures. Emergent phase
  8. 8. Competitive Life Cycle Analysis Capability Competitor Analysis 3 strategies How to Conduct Introduction Porter five forces • The emergent phase ends up as customer adoption accelerate and the product concept solidifies around a core set of design features. • In many cases, what emerges is a “ dominant design”. We refer to this process as annealing – a reduction in variance in product offering
  9. 9. Competitive Life Cycle Analysis Capability Competitor Analysis 3 strategies How to Conduct Introduction Porter five forces • Business focus typically shifts from development to scaling. • This phase is often characterized by: increasing head-to-head competition putting the prices down complementary capabilities Growth phase
  10. 10. Competitive Life Cycle Analysis Capability Competitor Analysis 3 strategies How to Conduct Introduction Porter five forces • When marginal growth rates begin declining, a competitive shakeout often ensues. • Marginally competitive firms exit the market and a handful of dominant players emerge.
  11. 11. Competitive Life Cycle Analysis Capability Competitor Analysis 3 strategies How to Conduct Introduction Porter five forces • Step1. Charting your positions on the CLC. • Step2. Characterizing the CLCs for your businesses. • Step3. Assessing your competitors’ positions. How do we use it?
  12. 12. Competitive Life Cycle Analysis Capability Competitor Analysis 3 strategies How to Conduct Introduction Porter five forces • Step1. Charting your positions on the CLC.  The positioning will determine the allocation of investment among technology-enabled development, commercialization, scaling and improvement ; in essence, the composition of your growth portfolio • Step2. Characterizing the CLCs for your businesses. • Step3. Assessing your competitors’ positions. How do we use it?
  13. 13. Competitive Life Cycle Analysis Capability Competitor Analysis 3 strategies How to Conduct Introduction Porter five forces • Step1. Charting your positions on the CLC. • Step2. Characterizing the CLCs for your businesses.  Characterize the specific competitive context where you compete.  Graph cumulative industry revenues for a product or technology class that can produce an S-curve highlighting transitions. • Step3. Assessing your competitors’ positions. How do we use it?
  14. 14. Competitive Life Cycle Analysis Capability Competitor Analysis 3 strategies How to Conduct Introduction Porter five forces • Step1. Charting your positions on the CLC. • Step2. Characterizing the CLCs for your businesses. • Step3. Assessing your competitors’ positions.  To put it in context of your competitive environment, you need to chart as best you can your main competitors as well. Realizing that new unforeseen competitors may emerge. How do we use it?
  15. 15. Competitive Life Cycle Analysis Capability Competitor Analysis 3 strategies How to Conduct Introduction Porter five forces How do we use it?
  16. 16. Competitive Life Cycle Analysis Capability Competitor Analysis 3 strategies How to Conduct Introduction Porter five forces How do we use it?

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