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ICLA Session 2
ICLA Session 2
Analysis
Session 2
2 Industry Dynamics and Change
Understanding how to
grow requires an in-depth
understanding and clarification
of the external environment in
which the organization exists
3 Firm’s external environment
4 Information is Important
Industry
Market
Industry structure
Competitors
Buyers/consumers
Technology
Industry and Competitive Analysis
Why is it important
Evolution of industries
over time creates new
opportunities and threats
Identify key aspects or elements of each competitive force that impact the
firm.
Evaluate how strong and important each element is for the firm.
Decide whether the collective strength of the elements is worth the firm
entering or staying in the industry.
Rivalry among competing firms
Suppliers
Suppliersexert
exertpower
power
in
inthe
theindustry
industryby:
by:
Dominated by a few companies threatening
threateningtotoraise
raise
No substitutes for supplier prices
pricesor
orto
toreduce
reduce
products quality.
quality.
Suppliers products are
differentiated Powerful
Powerfulsuppliers
supplierscan
can
squeeze
squeezeindustry
industry
Incumbents face high profitability.
profitability.
switching costs
Product is important input to
buyer
Forward Integration is a
credible threat
Power of Buyers – HIGH IF:
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ry/