国际商务管理 Topic 7.ppt

Topic 7 Competition and Business nTime arrangement: 2 periods nAims: nTo learn four models of market structure and Porters five forces analysis. nTo master some useful phrases and expressions concerning business activity in English Key words and phrases nCompetition nLocal markets nNational markets nInternational markets nMarket structure nPerfect competition nmonopoly nOligopoly nMonopolistic nPrice war nPromotion costs nFive forces analysis model nSubstitute products nBargaining power nRivalry 竞争、竞赛 nDifferentiated product 有区别的产 品 nEntrant 加入某行业的人/公司 nIncentive 刺激、动力 nInnovation 创新、革新 Definition of competition nCompetition means: activity in which businesses try to win in a certain market by defeating others which are trying to do the same. nIt can be also defined as the battle vying for customers acceptance. Types of Market in Terms of Geographical Boundaries MarketsSome Examples Local marketsThe market of houses in Canton Regional marketsThe market of human resources in the South China National marketsThe market of computers in China International markets The market of foreign exchange in the world Degrees of competition n1. factors affecting the degree of competition n2. four models of market structure or competition 1. Factors affecting the degree of competition nThe number of firms within the market nThe extent to which rival products are different nThe amount of control on entry within the market nThe degree of customers knowledge about the different products 2. Four models of market structure or competition nA. Perfect competition nB. Monopoly nC. Monopolistic competition nD. Oligopoly A. Perfect competition Definition: a market structure where many buyers and sellers are exchanging similar products in the market and no one seller has any control over the price. Major characteristics: nNo single business has influence over price. nIf a business charges the price higher than others, no consumers will buy its product. nIf a business charges the price lower, it would be forced out of business. Advantages Disadvantages a. Very competitive market b. Businesses have to be efficient a. Businesses are completely controlled by the market b. Businesses can only make “normal” profit c. Perfect competition can be difficult to find in real life B. Monopoly Definition: a market structure in which only one single firm supplies the entire products. Major characteristics: nNo direct competition nBarriers to entry (regulated by the government) Advantages Disadvantages a. Complete control over the price b. abnormal profit a. Lack of competition b. Little incentive for innovation c. Inefficient management C. Monopolistic competition Definition: a market structure in which a large number of relatively small firms compete in the market and there is some restriction on competition. Major characteristics: Each firm has a product that is similar to but differentiated from others Advantages Disadvantages a. Few barriers to enter the market b. Some incentive for innovation or differentiation One business has only limited control over the price D. Oligopoly Definition: a market structure in which a small number of dominant businesses are providing heavily-branded products with some barriers to entry Most businesses today belong to this type of competition Advantages Disadvantages a. Differentiated products b. Brand loyalty customers c. Benefiting customers in price wars d. Prices are often stable for a long period a. High advertising and promotion costs b. Some price wars c. Some barriers of entry d. black arrangements between businesses Some businesses belonging to oligopoly market structure n1. n2. n3. n4. n5. Porters five forces analysis n1. rivalry among competitors n2. the threat of new entrants n3. the threat of substitute products n4. the bargaining power of customers n5. the bargaining power of suppliers n马可波特力量模型中的三个力量来自外部，然而企业还要受到来自内部的压力。 马可波特的力量模型是对SWOT分析的很好补充和辅助。 马可波特称这些力量与宏观经济学作比较，更像是小企业中的微观经济现象。这 些因素会影响其企业服务客户的能力并最终影响盈利能力。改变其中的任何因素 都要对市场信息进行小全面重新的评估和定位。即使市场足够有吸引力也不能保 证所有的企业都能有相同的盈利水平，因此，每个公司都要应用自己的核心竞争 力，商业模型或者网络优势来从中获利，并使之高于行业的整体盈利水平。如今 的航空行业就是这样一个状况，行业的整体盈利水平很低，但是各个独立的航空 公司可以利用自己独特的商业模型来获得高于平均水准的利润。 战略顾问偶尔会用力量模型来评估一个企业的战略定位，然而在大多数情况下， 力量模型只是一个研究框架的开始，力量模型被用作确认分析是否按步骤完成， 对于特殊的情况要用更加专业的分析手段。 马可波特的五种力量模型包括三个横向竞争：替代产品的威胁，竞争对手的威胁 以及该行业的新进入者。同时还有两个纵向的竞争力：来自上游供货商的威胁和 下游客户的威胁。 n马可波特的五种力量。五种力量模型被用来衡量产业组织发展和衡量竞争强度从 而抓住市场。 而抓住市场是指在市场上获得更大的利润。而五种力量中的任何一个都有可能导 致不能抓住市场并降低企业的盈利能力。 The Five Forces Model 1. Rivalry among competitors Some affecting factors nThe number of competitors- more competitors, less influences of a business nDifferentiated products- more differentiation, more influence of a business nThe growth rate of the market- faster growing market, less intense competition 2. The threat of new entrants Some affecting factors nEasier for market entry, more competition nMore investment on new products, harder for new entry 3. The threat of substitute products Some affecting factors nMore substitute products from other businesses, more competition, and less influence of a business nMore differentiation, more chances to win in the market 4. The bargaining power of customers Some affecting factors nStronger power of customers, more competition, weaker influence of a business nMore buyers, stronger influence of a business over the market 5. The bargaining power of suppliers Some affecting factors nMore powerful suppliers, more costly for a business to operate