波特理论 Porter′s Five Forces.pptVIP

Michael Porter … “An industry’s profit potential is largely determined by the intensity of competitive rivalry within that industry.” Porter’s Five Forces Portfolio Analysis … … Strategy at the time (1970s) was focused on two dimensions of the portfolio grids … … Industry Attractiveness … Competitive Position Business Strength Matrix School of Economics … … at Harvard … … Exposed Porter to the Industrial Organization (I0) sub-field of Economics. Structural reasons why … … some industries were profitable * Firm concentration * Established cost advantages * Product differentiation * Economies of scale Structural reasons … … all represented barriers to entry in certain industries, thus allowing those industries to be more profitable than others. But Economists … … generally concerned them-selves with the minimization rather than maximization of what they viewed as excess profits (i.e., Public Policy). Business policy objective … of profit maximization Porter developed his elaborate framework for the structural analysis of industry attractive-ness within the framework of Business Policy. Michael Porter … By using a framework rather than a formal statistical model, Porter identified the relevant variables and the questions that the user must answer in order to develop conclusions tailored to a particular industry and company. Porters Five Forces … * Threat of Entry * Bargaining Power of Suppliers * Bargaining Power of Buyers * Development of Substitute Products or Services * Rivalry among Competitors Barriers to Entry … … large capital requirements or the need to gain economies of scale quickly. … strong customer loyalty or strong brand preferences. … lack of adequate distribution channels or access to raw materials. Power of Suppliers … … high when * A small number of dominant, highly concentrated suppliers exists. * Few good substitute raw materials or suppliers are available. * The c