Module 2 Summary Paper
gnsv.srinivas
hill_ppt_12e_ch06.pptxChapter 6
Business-Level Strategy and the Industry Environment
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Learning objectives
Identify the strategies managers can develop to increase profitability in fragmented industries.
Discuss the special problems that exist in embryonic and growth industries and how companies can develop strategies to effectively compete.
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Learning objectives
Understand competitive dynamics in mature industries and discuss the strategies managers can develop to increase profitability even when competition is intense.
Outline the different strategies that companies in declining industries can use to support their business models and profitability.
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fragmented industry
Composed of a large number of small- and medium-sized companies.
Reasons for fragmentation
Lack of scale economies
Brand loyalty in the industry is primarily local
Low entry barriers due to lack of scale economies and national brand loyalty
Focus strategy works best for a fragmented industry.
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Consolidating a fragmented industry through value innovation
Value innovator - Defines value differently than established companies.
Offers the value at lowered cost through the creation of scale economies.
Chaining: Obtaining the advantages of cost leadership by establishing a network of linked merchandising outlets.
Interconnected by information technology that functions as one large company.
Aids in building a national brand.
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Consolidating a fragmented industry through value innovation
Franchising: Strategy in which franchisor grants the franchisee the right to use the franchisor’s name, reputation, and business model.
In return for a fee and a percentage of the profits.
Advantages
Finances the growth of the system, resulting in rapid expansion.
Franchisees have a strong incentive to ensure that the operations are run efficiently.
New offerings developed by a franchisee can be used to improve the performance of the entire system.
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Consolidating a fragmented industry through value innovation
Disadvantages
Tight control of operations is not possible.
Major portion of the profit go to the franchisee.
When franchisees face a higher cost of capital, it raises system costs and lowers profitability.
Horizontal mergers - Merging with or acquiring competitors and combining them into a single large enterprise.
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STRATEGIES IN EMBRYONIC AND GROWTH INDUSTRIES
Limited customer demand for products of an embryonic industry is due to:
limited performance and poor quality of the first products.
customer unfamiliarity with the product.
poorly developed distribution channels.
lack of complementary products.
high production costs because of small volumes of production.
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STRATEGIES IN EMBRYONIC AND GROWTH INDUSTRIES
Industry enters the growth stage when a mass market starts to develop for its products.
Mass market: One in which large numbers of customers enter the market.
Occurs when:
Product value increases, due to ongoing technological progress and development of complementary products.
Production cost decreases, resulting in low prices and high demand.
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market development and customer groups
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First to purchase and experiment with a product based on new technology.
Innovators
Understand that the technology may have important future applications.
Early adopters
Practical and understand the value of new technology.
Early majority
Purchase a new technology only when it is obvious that it has great utility and is here to stay.
Late majority
Unappreciative of the uses of new technology.
Laggards
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Strategic implications: crossing the chasm
New strategies are required to strengthen a company’s business model as a market develops.
Customers in each segment have very different needs.
Competitive chasm - Transition between the embryonic market and mass market.
Failure to do so results in the company going out of business.
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Strategic implications: crossing the chasm
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Innovators and early adopters
Technologically sophisticated and willing to tolerate the limitations of the product.
Reached through specialized distribution channels.
Companies produce small quantities of product that are priced high.
Early majority
Value ease of use and reliability.
Require mass-market distribution and mass-media advertising campaigns.
Require large-scale mass production to produce high-quality product at a low price.
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Factors that accelerate customer demand
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Degree to which a new product is perceived as better at satisfying customer needs than the product it supersedes.
Relative advantage
Products perceived as complex and difficult to use will diffuse more slowly than those that are easy to use.
Complexity
Degree to which a new product is perceived as being consistent with the current needs or existing values of potential adopters.
Compatibility
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Factors that accelerate customer demand
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Degree to which potential customers can experiment with a new product during a hands-on trial basis.
Trialability
Degree to which the results of using and enjoying a new product can be seen and appreciated by other people.
Observability
Lead adopters in a market who become infected with a product.
Infect other people, making them adopt and use the product.
Viral model of infection
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Strategies to Deter Entry In mature industries
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Catering to the needs of all market segments to deter entry by competitors.
Product proliferation strategy
Charging a price that is lower than that required to maximize profits in the short run.
Is above the cost structure of potential entrants.
Limit price strategy
Investments that signal an incumbent’s long-term commitment to a market or a segment of the market.
Strategic commitments
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Strategies to Manage Rivalry
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Companies increase or decrease product prices to:
convey their intentions to other companies.
influence the price of an industry’s products.
Price signaling
When one company assumes the responsibility for determining the pricing strategy that maximizes industry profitability.
Price leadership
Use of product differentiation strategies to deter potential entrants and manage rivalry within an industry.
Non-price competition
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Strategies to Manage Rivalry
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Occurs when a company concentrates on expanding market share in its existing product markets.
Market penetration
Creation of new or improved products to replace existing products.
Product development
When a company searches for new market segments to increase the sale of its existing products.
Market development
Large companies in an industry have a product in each market segment.
Product proliferation
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Capacity Control
Companies devise strategies to control or benefit from capacity expansion programs.
Factors causing excess capacity.
New technologies that produce more than the old ones.
New entrants in an industry.
Economic recession that causes global overcapacity.
High growth of and demand in an industry that triggers rapid expansion.
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Capacity Control
Choosing a strategy
Each company individually must try to preempt its rivals.
Companies must collectively coordinate with each to be aware of the mutual effects of their actions.
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Choosing a Strategy
Leadership strategy: When a company develops strategies to become the dominant player in a declining industry.
Niche strategy: When a company focuses on pockets of demand that are declining more slowly than the industry as a whole to maintain profitability.
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Choosing a Strategy
Harvest strategy: When a company reduces to a minimum the assets it employs in a business to reduce its cost structure and extract maximum profits from its investment.
Divestment strategy: When a company decides to exit an industry by selling off its business assets to another company.
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