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Lecture: 3
Industry & Competitive Analysis
Introduction
Crafting strategy needs solid analysis of a company’s’ external & internal situation. Two most
important situational considerations are :
• Industry and competitive conditions
• Company’s own competitive capabilities, resources, strengths, weaknesses, and market
position.
Industry & competitive analysis refers to assessing the most strategically relevant aspects of a single
business company’s macro environment. Accurate diagnosis of the company’s situation is a
necessary managerial preparation for deciding on a sound long term direction, setting appropriate
objectives and crafting a winning strategy.
3rd step:
1. What strategic options does the company realistically have?
2. Is it locked into improving the present strategy or is there any room to make major strategy
changes?
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• Product innovation
• Technological change
• Marketing innovation
• Entry & exit of major firms
• Diffusion of technical know how across more companies
• Changes in cost & efficiency
• Growing buyer preference for differentiated product
• Regulatory influences & govt. policy
• Changing societal concerns, attitude & lifestyle
• Reduction in uncertainty & business risk.
► Competitive Analysis:
The strength of competitive forces need to be analyzed. Such analysis is important to discover the
main sources of competitive pressures and how strong they are. Attempt is made to study the market
position of rival companies by “Strategic Group Mapping”.
Implications of SGP
The closer strategic groups are to each other on the map, the stronger competitive rivalry among
member firms tends to be. The next closest rivals are in the immediately adjacent groups.
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►Industry attractiveness
The strategists review the overall industry situation and develop logical conclusions about the
relative attractiveness or unattractiveness of the industry, both short-term and long-term. The factors
to analyze include:
a. Industry’s growth potential
b. Industry’s profitablity affected by the prevailing driving forces
c. Potential entry exit of major firms
d. Companys competitive position in the industry.
e. Stability and or dependability of demand
f. Possibility of competitive forces becoming stronger or weaker
g. Severity of problems/issues confronting the industry as a whole
h. Degree of risk and uncertainty in the industry’s future
i. Companys’potential to capitalize on the vulnerability of weaker rivals.
Questions:
• Sketch the five forces model of competition (by Porter). What are the implications of Porters’model.
• What are the key success factors for competitive success?
• What is strategic group mapping? What factors are considered to formulate such mapping?
• What are the factors considered to perform industry & competitive analysis.
• What are the dominant economic features of a country.