第三章企业外部环境分析Chapter3TheExternalAudit

HenanAgriculturalUniversityZhengCh3-1Chapter3TheExternalAssessmentHenanAgriculturalUniversityZhengCh3-2ChapterOutlineTheNatureoftheExternalAuditTheIndustrialOrganization(I/O)ViewSocial,Cultural,Demographic&EnvironmentalForcesHenanAgriculturalUniversityZhengCh3-3ChapterOutline(cont’d)Political,Governmental,andLegalForcesTechnologicalForcesCompetitiveForcesHenanAgriculturalUniversityZhengCh3-4ChapterOutline(cont’d)Porter’sFive-ForcesModelForecastingTools&TechniquesHenanAgriculturalUniversityZhengCh3-5ChapterOutline(cont’d)TheExternalFactorEvaluation(EFE)MatrixCompetitiveProfileMatrix(CPM)HenanAgriculturalUniversityZhengCh3-6ExternalenvironmentsOrganizationInternalenvironmentsExternal‘mirco’or‘near’environmentsExternal‘macro’or‘far’environmentsHenanAgriculturalUniversityZhengCh3-7ExternalStrategicManagementAudit--EnvironmentalScanning--IndustryAnalysisHenanAgriculturalUniversityZhengCh3-8Identify&EvaluatefactorsbeyondthecontrolofasinglefirmIncreasedforeigncompetitionPopulationshiftsAgingsocietyFearoftravelingStockmarketvolatilityExternalStrategicManagementAuditHenanAgriculturalUniversityZhengCh3-9PurposeofExternalAuditIdentifyOpportunitiesThreatsExternalStrategicManagementAuditHenanAgriculturalUniversityZhengCh3-10KeyExternalForces•Social,cultural,demographicforces•Political,governmental&legalforces•Economicforces•Naturalforces•TechnologicalforcesThefiveinfluencesareofteninterlinkedHenanAgriculturalUniversityZhengCh3-11CompetitorsSuppliersDistributorsCreditorsCustomersEmployeesCommunitiesManagersStockholdersLaborUnionsSpecialInterestGroupsProductsServicesMarketsNaturalEnvironmentKeyExternalForcesOpportunities&ThreatsKeyExternalForces&theOrganizationHenanAgriculturalUniversityZhengCh3-12Gathercompetitiveintelligence–SocialCulturalDemographicEnvironmentalGovernmentalLegalTechnologicalExternalAuditHenanAgriculturalUniversityZhengCh3-13PerformingExternalAudit--KeyFactorsVaryovertimeVarybyindustryHenanAgriculturalUniversityZhengCh3-14SPENTcanbeusedasfollows:CHECKLIST-likeanenvironmentalaudittoidentifyallinfluencesKEYFACTORS-havingidentifiedmanyfactors,cannarrowthemdowntomostimportantIMPACT-mustanalysethelikely&differentialimpactofeachoftheinfluencesTHEFARENVIRONMENTHenanAgriculturalUniversityZhengCh3-15socio-demographicinfluencesSocialculture(values,attitudes&beliefs)impactsondemandforproductsandservices,attitudestowork,ethics,etc.Demography–theimpactofthesizeandstructureofthepopulationontheworkforceandpatternsofdemandHenanAgriculturalUniversityZhengCh3-16Social,Cultural,DemographicForcesMajorImpact–•Products•Services•Markets•CustomersHenanAgriculturalUniversityZhengCh3-17ActuarialratesMonitorKeyVariablesPercapitaincomeAttitudestowardbusinessAvg.disposableincomeSocial,Cultural,DemographicForcesHenanAgriculturalUniversityZhengCh3-18ConsumerbehaviorMonitorKeyVariablesEthicalconcernsAttitudestowardsavingRacialequalitySocial,Cultural,DemographicForcesHenanAgriculturalUniversityZhengCh3-19Avg.educationallevelMonitorKeyVariablesGovernmentalregulationAttitudestowardcustomerserviceAttitudestowardqualitySocial,Cultural,DemographicForcesSocialresponsibilityLeisuretimevaluesHenanAgriculturalUniversityZhengCh3-20Political,Government&LegalForcesKeyopportunities&threatsAntitrustlegislationTaxratesLobbyingeffortsPatentlawsGovernmentRegulationHenanAgriculturalUniversityZhengCh3-21Political,Government&LegalForcesPoliticalvariablesimpact–FormulationofstrategiesImplementationofstrategiesIncreasingGlobalInterdependenceHenanAgriculturalUniversityZhengCh3-22Political,Government&LegalForcesStrategistsinaglobaleconomy–ForecastpoliticalclimatesLegalisticskillsDiverseworldculturesIncreasingGlobalInterdependenceHenanAgriculturalUniversityZhengCh3-23EconomicForces•Availabilityofcredit•Levelofdisposableincome•Interestrates•InflationratesHenanAgriculturalUniversityZhengCh3-24Economicinfluences经济因素：1.宏观经济的总体状况—GDP增长率（fiscalpolicy，etc.）2.中央银行的利率水平Interestrate（monetarypolicy)3.消费者物价指数CPI（levelsofinflation)4.劳动力的供给Supplyoflabour5.消费者收入水平levelsofincome6.产业集群Clusters7.关税种类及水平、汇率等Tariff,exchangerate8.各种经济-政治联盟Economical-PoliticalbodiesHenanAgriculturalUniversityZhengCh3-25MichaelPorter--ClustersandtheNewEconomicsofCompetitionClusters:criticalmassesinoneplaceoflinkedindustriesandinstitutions--fromsupplierstouniversitiestogovernmentagencies--thatenjoyunusualcompetitivesuccessinaparticularfield.ClustersaffectcompetitioninthreebroadwaysIncreasingtheproductivityofcompaniesbasedintheareaDrivingthedirectionandpaceofinnovationThemostStimulatingtheformationofnewbusinesseswithintheclusterCompetitiveadvantageliesincreasinglyinlocalthings--knowledge,relationships,andmotivation--thatdistantrivalscannotreplicateFamousexamplesarefoundinSiliconValleyandHollywoodHenanAgriculturalUniversityZhengCh3-26NaturalinfluencesTheimpactofnaturaleventsuponbusinessactivitycanbeverypowerfulanddifficulttopredictoravoidForbusinessaffectedbynaturalimpact,theeffectscanbeverycostlyandfar-reachingHenanAgriculturalUniversityZhengCh3-27Wasteman