战略管理，第二讲.ppt

* Positioning: III. Dynamics of the competitive rivalry I. Development over time Focus: common variants Growth-slump-maturity-- eg kitchen knives cycle-recycle -- eg 2nd marketing puch scalloped -- change in funcion nylon (carpets to hosiery) Next: distinct life cycle categories Linkage: Comments: * * 12 * 14 * 15 * 16 * 17 * 18 * 19 * 20 * 21 * 22 * 23 * 24 * 25 * 26 * 27 * 28 * 29 * 30 * 31 * 32 * 32 * 33 * 34 * 35 * 36 * 37 * 38 * Positioning: III. Dynamics of the competitive rivalry I. Development over time Focus: DEFINITION: assume that sales pattern of products and industries pass through a distinct pattern can characterize the strategic issues of each era PURPOSE use sales data to assess where we are and where we are going Next: scope of life cycle Linkage: Comments: * Positioning: III. Dynamics of the competitive rivalry I. Development over time Focus: How different characteristics change with respect to eras Market share, costs, profits, price Next: usage Linkage: Comments: * Positioning: III. Dynamics of the competitive rivalry I. Development over time Focus: modes of usage: interpret market dynamics planning tool “forecasting tool” -- Next: Generic strategies Linkage: Comments: * Positioning: III. Dynamics of the competitive rivalry I. Development over time Focus: What stage you are in will say much about your prospects if compare to close products or industries Next: Linkage: Comments: * Positioning: III. Dynamics of the competitive rivalry I. Development over time Focus: DEMAND: human need (need to compute) DEMAND TECHNOLOGY:technology that meets the need (calulators) PRODUCT: products within a given technology (hand-helds, scientific) BRAND: brand names within a product (Casio, Sharp) we should consider all, “product” Life cycle is most common Next: Some descriptive characteristics Linkage: Comments: Strategic groups might become evident when evaluating an in