This document discusses evaluating a company's external environment through external analysis. It covers assessing the industry environment using Porter's Five Forces model and analyzing strategic groups and industry life cycles. It also covers analyzing the macroenvironment, including social, government, technological, economic, political and legal factors. The purpose is to identify opportunities and threats in the operating environment that will affect how the company pursues its mission.
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It is about Red Ocean. Meaning, Understanding of Red ocean. There is difference between red and blue ocean strategies.
Examples for red ocean.
Comparing graphs on red and blue oceans.
Advantages of red ocean
Disadvantages of red ocean
Which would you choose on? Red or Blue to start up your business.
Conclusion.
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18. 2 | 18
Suggested by Andrew Grove, the former
CEO of Intel.
A Sixth Force: Complementors
Complementors are the firms that sell products that
add value to (complement) the products of the
industry.
Complementors of personal computer industry are the
producers of software applications to run on the
personal computers.
19. 2 | 19
Strategic Groups
Within Industries
A Strategic Group is a group of companies that
follow a similar business model – but are different
from that of other companies in other strategic
groups.
Implications of Strategic Groups –
1. The closest competitors are within the same Strategic Group
and may be viewed by customers as substitutes for each other.
2. Each Strategic Group can have different competitive forces
and may face a different set of opportunities and threats.
Mobility Barriers – factors within an industry that inhibit the
movement of companies between strategic groups
• Include barriers to enter another group or exit existing group
20. 2 | 20
Strategic Groups in the
Pharmaceutical Industry
Figure 2.3
21. 2 | 21
Industry Life Cycle Model analyzes the effects of
industry evolution on competitive forces over time
and is characterized by five distinct life cycle stages:
Industry Life Cycle Analysis
1. Embryonic – industry just beginning to develop
Rivalry based on perfecting products, educating
customers, and opening up distribution channels.
2. Growth – first-time demand takes-off with new customers
Low rivalry as focus is on keeping up with high
industry growth.
22. 2 | 22
Industry Life Cycle Analysis
3. Shakeout – demand approaches saturation,
replacements
Rivalry intensifies with the emergence of excess
productive capacity.
4. Mature – market totally saturated with low to no growth
Competition intensifies for market share, driving
down prices, and often producing a price war.
Consolidation can reduce competition.
5. Decline – industry growth becomes negative
Rivalry further intensifies based on the rate of
decline and exit barriers.
23. 2 | 23
Stages in the Industry Life Cycle
Strength and nature of five forces change as industry evolves Figure 2.4
24. 2 | 24
Growth in Demand and Capacity
Industry Shakeout:
Rivalry Intensifies
with growth in
excess capacity
Anticipate how forces will change and formulate appropriate strategy Figure 2.5
25. 2 | 25
The Role of the
Macroenvironment
Changes in the
forces in the macro-
environment can
directly impact:
• The Five Forces
•Industry
Attractiveness
Figure 2.7
26. CORE CONCEPT
♦ The macro-environment encompasses the
broad environmental context in which a
company’s industry is situated that includes
strategically relevant components over which
the firm has no direct control.
3–26
27. THE STRATEGICALLY RELEVANT FACTORS IN
THE COMPANY'S MACRO-ENVIRONMENT
PESTEL Analysis
● Focuses on analyzing SIX principal components of
the macro-environment:
Political factors
Economic conditions (local to worldwide)
Sociocultural forces
Technological factors
Environmental factors (the natural environment)
Legal/regulatory conditions
3–27
28. FIGURE 3.2 The Components of a Company’s Macro-Environment
3–28
29. TABLE 3.1 The Six Components of the Macro-Environment
Component Description
Political
factors
These factors include political policies, including the extent to which a government
intervenes in the economy. They include such matters as tax policy, fiscal policy,
tariffs, the political climate, and the strength of institutions such as the federal
banking system. Some political policies affect certain types of industries more than
others. An example is energy policy, which affects energy producers and heavy
users of energy more than other types of businesses.
Economic
conditions
Economic conditions include the general economic climate and specific factors
such as interest rates, exchange rates, the inflation rate, the unemployment rate,
the rate of economic growth, trade deficits or surpluses, savings rates, and per-
capita domestic product. Economic factors also include conditions in the markets
for stocks and bonds, which can affect consumer confidence and discretionary
income. Some industries, such as construction, are particularly vulnerable to
economic downturns but are positively affected by factors such as low interest
rates. Others, such as discount retailing, may benefit when general economic
conditions weaken, as consumers become more price-conscious.
Sociocultural
forces
Sociocultural forces include the societal values, attitudes, cultural influences, and
lifestyles that impact demand for particular goods and services, as well as
demographic factors such as the population size, growth rate, and age distribution.
Sociocultural forces vary by locale and change over time. An example is the trend
toward healthier lifestyles, which can shift spending toward exercise equipment and
health clubs and away from alcohol and snack foods. Population demographics can
have large implications for industries such as health care, where costs and service
needs vary with demographic factors such as age and income distribution.
3–29
30. TABLE 3.1 The Six Components of the Macro-Environment (cont’d)
Component Description
Technological
factors
Technological factors include the pace of technological change and technical
developments that have the potential for wide-ranging effects on society, such as
genetic engineering and nanotechnology. They include institutions involved in
creating new knowledge and controlling the use of technology, such as R&D
consortia, university-sponsored technology incubators, patent and copyright laws,
and government control over the Internet. Technological change can encourage the
birth of new industries, such as the delivery drone industry, and disrupt others, such
as the recording industry.
Environmental
forces
These include ecological and environmental forces such as weather, climate,
climate change, and associated factors like water shortages. These factors can
directly impact industries such as insurance, farming, energy production, and
tourism. They may have an indirect but substantial effect on other industries such
as transportation and utilities.
Legal
and regulatory
factors
These factors include the regulations and laws with which companies must comply,
such as consumer laws, labor laws, antitrust laws, and occupational health and
safety regulation. Some factors, such as banking deregulation, are industry-specific.
Others, such as minimum wage legislation, affect certain types of industries (low-
wage, labor-intensive industries) more than others.
3–30