1. Analyzing the External Environment of the Firm2
Analyzing the External Environment of the Firm
Copyright © 2008 The McGraw-Hill Companies, Inc. All rights reserved.

2. Understanding the Environment
External Scanning
External Monitoring
Competitive Intelligence

3. Creating the Environmentally Aware Organization
External Scanning
Surveillance of a firm’s external environment:
Predict environmental changes to come
Detect changes already under way
Proactive mode
External Monitoring
Track evolution of:
Environmental trends
Sequence of events
Streams of activities
Intelligence
Define and understand a firm’s industry
Identify rivals’ strengths and weaknesses
Intelligence gathering (data)
Interpretation of intelligence data
Helps a firm avoid surprises

4. Environmental Scanning & Monitoring

5. Competitive Intelligence

6. What Competitive Intelligence Is and Is Not
Competitive Intelligence Is Not …
Spying. Spying implies illegal or unethical activities. It is a rare activity.
A crystal ball. Competitive Intelligence is good approximation of reality; it does not predict the future.
Database search. Data by itself is not good intelligence.
A job for one smart person.
Competitive Intelligence Is …
Information that has been analyzed to the point where you can make a decision.
A tool to alert management to early recognition of both threats and opportunities.
A means to deliver reasonable assessments.
A way of life, a process.
Adapted from Exhibit 2.2 What Competitive Intelligence Is and Is Not!

7. Environmental Forecasting
Plausible projections about
Direction of environmental change
Scope of environmental change
Speed of environmental change
Intensity of environmental change
Scenario analysis

8. Environmental Analysis
SWOT Analysis
Segments of the general environment
General environmental trends and events
Managers need to analyze
The general environment
The firm’s industry and competitive advantage
SWOT analysis
Strengths
Weaknesses
Opportunities
Threats
Basic technique for analyzing firm and industry condition

9. Example Harley Davidson SWOT Strengths Weaknesses Opportunities
Threats
Harley Davidson SWOT
Strengths
Strong & adaptable brand image
Weaknesses
Limited ability to develop new non-traditional products
Opportunities
Growing leisure interest in motorcycles worldwide
Threats
Differing foreign policies governing motorcycles
Source: Developed from

10. The General Environment
Segments of the general environment include:
Demographic
Sociocultural
Legal/Political
Technological
Economic
Global
General environmental trends and events:
Little ability to predict them
Even less ability to control them
Can vary across industries
General Environment
Demographic
Aging population
Rising affluence
Changes in ethnic composition
Geographic distribution of population
Greater disparities in income levels
Socio-cultural
More women in the workforce
Increase in temporary workers
Greater concern for fitness
Greater concern for environment
Postponement of family formation
Political
Tort reform
Americans with Disabilities Act (ADA)
Repeal of Glass-Steagall Act in 1999
Deregulation of utility and other industries
Increases in federally mandated minimum wages
Taxation at local, state, federal levels
Legislation on corporate governance reforms (Sarbanes-Oxley Act)
Technological
Genetic engineering
Emergence of Internet technology
Computer-aided design/computer-aided manufacturing systems (CAD/CAM)
Research in synthetic and exotic materials
Pollution/global warming
Miniaturization of computing technologies
Wireless communication
Nanotechnology
Economic
Interest rates
Unemployment
Consumer Price index
Trends in GDP
Changes in stock market valuations
Global
Increasing global trade
Currency exchange rates
Emergence of the Indian and Chinese economies
Trade agreements among regional blocs (NAFTA, EU, ASEAN)
Creation of WTO (decreasing tariffs/free trade in services)

11. Environmental Analysis
SWOT Analysis
Segments of the general environment
General environmental trends and events
Competitive Environment

12. The Competitive Environment
Segments of the competitive environment include:
Competitors
Customers
Suppliers
Sometimes called the task or industry environment
Porter’s five forces model
Competitive Environment

13. Porter’s Five Forces Model of Industry Competition

14. Porter’s Five Forces Model of Industry Competition
Threat of new entrants
Threat of substitutes
Power of suppliers
Power of buyers
Rivalry among existing firms 14

15. The Threat of New Entrants
Profits of established firms in the industry may be eroded by new competitors
High entry barriers lead to low threat of new entries
Economies of scale
Product differentiation
Capital requirements
Switching costs
Access to distribution channels
Cost disadvantages independent of scale

16. Question
If you are considering opening a new pizza restaurant in your community, what would be the threat of new entrants? How would you evaluate Porter’s other forces for this industry? Explain.
The threat of new entrants in the food industry is very high, which is why a majority of new food restaurants fail within their first year. The minimum requirements to open a pizza shop are an oven and a small amount of capital. The potential number of competitors is unlimited due to these factors. Based on other forces also, this industry is not very attractive.

17. The Bargaining Power of Buyers
Buyers threaten an industry
Force down prices
Bargain for higher quality or more services
Play competitors against each other

18. The Bargaining Power of Buyers
A buyer group is powerful when
It is concentrated or purchases large volumes relative to seller sales
The products it purchases from the industry are standard or undifferentiated
The buyer faces few switching costs
It earns low profits
The buyers pose a credible threat of backward integration
The industry’s product is unimportant to the quality of the buyer’s products or services

19. The Bargaining Power of Suppliers
Suppliers can exert power by threatening to raise prices or reduce the quality of purchased goods and services
A supplier group will be powerful when
The supplier group is dominated by a few companies and is more concentrated than the industry it sells to
The supplier group is not obliged to contend with substitute products for sale to the industry
The industry is not an important customer of the supplier group

20. The Bargaining Power of Suppliers
A supplier group will be powerful when (cont.)
The supplier’s product is an important input to the buyer’s business
The supplier group’s products are differentiated or it has built up switching costs for the buyer
The supplier group poses a credible threat of forward integration

21. The Threat of Substitute Products and Services
Substitutes limit the potential returns of an industry
Ceiling on the prices that firms in that industry can profitably charge
Price/performance ratio

22. The Intensity of Rivalry among Competitors in an Industry
Jockeying for position
Price competition
Advertising battles
Product introductions
Increased customer service or warranties
Interacting factors lead to intense rivalry
Numerous or equally balanced competitors
Slow industry growth
High fixed or shortage costs
Lack of differentiation or switching costs
Capacity augmented in large increments
High exit barriers

23. How the Internet and Digital Technologies Influences Industry

24. Using Industry Analyses: A Few Caveats
Five Forces analysis implicitly assumes a zero-sum game
Five Forces analysis is essentially a static analysis
Value net
Suppliers and customers (the vertical net)
Substitutes and complements (the horizontal net)

25. Example Porter’s Five Forces Model: BMW Threat of new entrants
Very low
Threat of substitutes
Medium
Power of suppliers
Power of buyers
Rivalry among existing firms
Very High
Threat of New Entrants - Very Low In order to enter the automotive market, a company would need a large amount of capital and a tremendous amount of tacit and explicit knowledge.
Threat of Substitutes - Medium Available substitutes include public transportation such as buses, trains, boats, and aircraft.
Power of Suppliers - Medium Some suppliers are smaller and do not have much power over the pricing and distribution of their products. However, there are not that many small part manufacturers in this market. The majority of suppliers to major automotive makers are medium to large businesses and have some flexibility in determining product pricing, delivery, and distribution. Power of Buyers - Medium Buyers in today’s day and age have an immense amount of information available to them regarding the pricing and cost to manufacture a car. Therefore, buyers do have some leverage in being able to negotiate a purchasing price of a car. Competitive Rivalry - Very High There is an intense competition in each segment of the automobile industry from large global companies.
Source: Developed from 25

26. The Value Net

27. Strategic Groups within Industries
Two unassailable assumptions in industry analysis
No two firms are totally different
No two firms are exactly the same
Strategic groups
Cluster of firms that share similar strategies
Breadth of product and geographic scope
Price/quality
Degree of vertical integration
Type of distribution system

28. Strategic Groups within Industries
Value of strategic groups as an analytical tool
Identify barriers to mobility that protect a group from attacks by other groups
Identify groups whose competitive position may be marginal or tenuous
Chart the future direction of firms’ strategies
Thinking through the implications of each industry trend for the strategic group as a whole