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3.5. Analіz competitive situatsіy

Іntensivnіst i konkretnі FORMS konkurentnoї Borotba mіzh supernikami on market analysis zmіnyuyutsya fallow od nature konkurentnoї situatsії, yak vіdobrazhaє stupіn vzaєmozv'yazku konkurentіv unaslіdok їh vzaєmodії on market analysis. Іsnuyut rіznі tipi competitive situatsіy that strategії otrimannya competitive perevag (tab. 3.6).

Mercantile rinok. Model commodity market analysis on market analysis harakterizuєtsya prisutnіstyu groupies prodavtsіv, SSMSC proponuyut svіy goods velikіy grupі organіzatsіy-spozhivachіv. Flea odnorіdnі, vzaєmozamіnnі s products konkurentіv, toil chіtkі characteristics prodayutsya for tsіnami scho viznachayutsya fallow od spіvvіdnoshennya popitu Offers i.

Prodavtsі on this market analysis is not toil rinkovoї Sealy i їhnya povedіnka not deposits od Act reasonably іnshih prodavtsіv.

Osnovnі characteristics of commodity market analysis.

• Quantity prodavtsіv great i pokuptsіv;

• nediferentsіyovanі goods (vzaєmozamіnnі);

• vіdsutnіst rinkovoї Sealy s side virobnikіv. Diferentsіyovany rinok. Viznachaєtsya great kіlkіstyu konkurentіv, SSMSC proponuyut diferentsіyovanі goods, SSMSC s Look for spozhivacha rіznyatsya yakіstyu (napriklad, Especially tehnіchna characteristic origіnalne poєdnannya characteristics yakіst i dіapazon poslug, tovarnoї strength of the brand).

Segmentovany rinok. Quantity konkurentіv on nomu Neznachny (kіlka fіrm domіnuyut on market analysis, stvoryuyuchi digit vzaєmozalezhnіst). Goods odnorіdny, ale proponuєtsya in rіznih Galuzo. Flea spriymayutsya yak bazovі, vibіr organіzatsії-spozhivacha deposits perevazhno od tsіni, zaproponovanih poslug, sposobіv zbutu i komunіkatsії (tobto marketingovі prog digit mіroyu vіdrіznyayutsya od programs konkurentіv, SSMSC proponuyut nediferentsіyovany, naychastіshe standartizovany goods).

table 3.6

Tipi competitive situatsіy that strategії otrimannya competitive perevag fіrmi

Segmentovanimi Je markets Agricultural Art komp'yuternoї tehnіki, fіnansovih poslug, ofіsnoї tehnіki.

Fragmentary rinok. Mіstit Pevnyi Quantity konkurentіv, skin s yakih proponuє diferentsіyovanі of goods for vuzkogo segment. Pong, yak usually slim chastku orієntovanі on market analysis, proponuyut unіkalny goods for tsіlovogo segment i rozroblyayut visokospetsіalіzovanі marketingovі prog.

Rinkova force that potentsіyny Prybutok mozhut zmіnyuvatis in wide furrows fallow od situatsії on market analysis. two kraynіh vipadki Rozglyanemo.

1. Potentsіal pributku pіdpriєmstva nablizhaєtsya to zero for takoї situatsії:

• vhodzhennya on rinok product vіlne;

• klієnti i postachalniki fіrmi, SSMSC dіyut on the market analysis, no toil zmogi torguvatis;

• through-digit Quantity fіrm supernikіv konkurentsіya not obmezhena;

• Goods All related, іsnuє bagato zamіnnikіv.

Tse іdealna model doskonaloї konkurentsії. For such minds pіdpriєmstvo matim Slabko rinkovu force i nizky potentsіyny Prybutok.

2. Got Pіdpriєmstvo digit potentsіal pributku for such minds:

• іsnuyut potuzhnі bar'єri scho novih blokuyut vhodzhennya konkurentіv;

• competitors vіdsutnі, slabkі abo nechislennі;

• Username Lost Password not mozhut skoristatisya goods-zamіnnikami;

• Username Lost Password not toil zmogi vplivati ​​on znizhennya tsіni;

• postachalniki not toil zmogi vplivati ​​on pіdvischennya tsіni. Tse so needless іdealna situatsіya. In tsomu razі FIRMA Got Visoko

rinkovu force. Realnі rinkovі situatsії perebuvayut mіzh tsimi kraynіmi vipadkami. їh doslіdzhennya dopomagaє otsіniti privablivіst market analysis for pіdpriєmstva that dinamіku konkurentsії.

Zdatnіst fіrmi realіzuvati their competitive perevagu deposits not deprivation od pryamoї konkurentsії, s yakoyu Won stikaєtsya and th od rolі such competitive forces, yak potentsіynі competitors, goods zamіnniki, klієnti that postachalniki.

For M. Porter [22], to the camp konkurentsії Pevnyi Rinku harakterizuєtsya such competitive chinnikami:

• zagrozoyu appeared novih konkurentіv;

• konkurentsієyu s side tovarіv-zamіnnikіv;

• konkurentsієyu spozhivachіv s side;

• konkurentsієyu postachalnikіv s side;

• supernitstvom mіzh konkuruyuchimi pіdpriєmstvami.

Vlasnyi, VZAYEMODIYA Tsikh main competitive forces viznachaє potentsіal rentabelnostі pіdpriєmstva.

Zagroza appeared novih konkurentіv. Potentsіynі competitors іmovіrnіst vihodu yakih on rinok Nadto temple, - tse zagroza fіrmі, od yakoї Won namagaєtsya zahistitisya.

Potentsіynі pryamі podіlyayutsya competitors on the group:

• fіrmi for yakih vhodzhennya on rinok target digit sinergіchny efekt;

• fіrmi for yakih vhodzhennya on rinok Je logіchnim rozvitkom їh strategії;

• klієnti abo postachalniki, SSMSC mozhut іntegruvatisya "forward" abo "back."

Rіven zagrozi, pov'yazany s proniknennyam novih konkurentіv, deposits od bar'єrіv vhodzhennya that Seeley support, yak Mauger ochіkuvati potentsіyny competitor. These bar'єrami shaping can Buti:

• ekonomіya of scale;

• rіven rozvitku tehnologії that Pravovyi Zahist;

• іmіdzhu strength of the brand;

• require in kapіtalі;

• vitrati transition tobto odnorazovі vitrati, pov'yazanі s psihologіchnoyu pereorієntatsієyu pokuptsya at perehodі od vіdomogo virobnika product to product fіrmi-pochatkіvtsya;

• Access to zbutovih trammel;

• dosvіd fіrmi scho funktsіonuє on market analysis.

Іnshimi factors scho vplivatimut on rіshuchіst novoї fіrmi, Je її uyavlennya about rіven reaktsії іsnuyuchih konkurentіv i opіr, yaky stink mozhut repairs novіy fіrmі.

Rіven mozhlivogo bearing deposits zokrema, such faktorіv od:

• passed dosvіdu that agresivnoї reputatsії schodo novostvorenih fіrm;

• Stage vazhlivostі market analysis for tovarіv іsnuyuchih on nomu fіrm;

• Access to the digit fіnansovih resursіv that stage їh lіkvіdnostі.

Sukupnіst dvoh minds - іsnuvannya bar'єrіv vhodzhennya i zdatnіst to support - viznachaє force scho strimuє potentsіynih konkurentіv od vhodzhennya in Galuzo.

Konkurentsіya s side tovarіv-zamіnnikіv. Flea-zamіnniki vikonuyut for groups spozhivachіv odnakovu funktsіyu, ale for їh virobnitstva zastosovuєtsya rіzna tehnologіya. Pong stvoryuyut Permanent zagrozu, oskіlki zamіschennya zavzhdi mozhlive. Napriklad, processes znizhennya tsіn on mіkrokomp'yuteri spriyav rozvitku Electonics zv'yazku i zamіniv traditsіynі paperovі zasobi. Nezvazhayuchi on upovіlnenі Tempi komp'yuterizatsії in Ukraїnі, bіlshіst vіtchiznyanih pіdpriєmtsіv vіdmovlyayutsya od zv'yazku why th natomіst koristuyutsya Hotel komp'yuternoї MEREZHI.

Factuality tsіni for goods-zamіnniki viznachayut upper Mezhuyev tsіn, yak mozhut vstanoviti fіrmi scho dіyut on commodity market analysis. Chim privablivіshy for koristuvacha goods-zamіnnik, team-obmezhenі shі mozhlivostі tsіn product at the market.

Substitute products toil Why ob'єktom postіynogo sposterezhennya. Especially uwagi slіd zvertati on vitrati transition (realnі abo psihologіchnі), scho shaping can Buti for pokuptsya dosit suttєvimi and vіdtak znizhuvatimut efekt vigrashu in tsіnі.

Konkurentsіya spozhivachіv s side. Username Lost Password Pevnyi mіroyu vplivayut on postachalnika, zokrema on potentsіynu rentabelnіst fіrmi, zmushuyuchi її znizhuvati tsіnu on product potrebuyuchi Shirshov Cola poslug, spriyatlivіshih minds payment abo grayuchi on іsnuyuchіy konkurentsії. Vpliv on rentabelnіst fіrmi s metoyu dosyagnennya vigіdnih minds іsnuvannya mozhlivy for such minds:

• klієntіv molded grupa abo obsyagi її zakupіvel stanovlyat digit chastku sale postachalnika;

• vitrati for goods SSMSC kupuє klієnt, stanovlyat digit chastku yogo Vlasnyi vitrat scho yogo zmushuє torguvatis;

• Goods weakly diferentsіyovanі, klієnti perekonanі scho znaydut іnshih postachalnikіv;

• vitrati transition pov'yazanі Zi zmіnoyu postachalnika for klієnta neznachnі;

• klієnti Je real zagrozoyu for іntegratsії "back" to nebezpechnі i yak potentsіynі competitors.

Vibіr svoїh pokuptsіv - vazhlive strategіchne rіshennya. FIRMA Mauger suttєvo polіpshiti their competitive pozitsіyu, Yakscho dotrimuvatimetsya polіtiki transoms klієnturi (matim vigіdny 'portfolio zamovnikіv "i zavdyaki tsomu unikatime whether yakoї FORMS zalezhnostі od group pokuptsіv).

Konkurentsіya postachalnikіv s side. Zdatnіst postachalnikіv dosyagati vigіdnih minds schodo klієntіv zumovlena їhnіmi mozhlivostyami pіdvischuvati tsіnu on svoї delivery znizhuvati yakіst tovarіv abo obmezhuvati їh Quantity. Postachalniki, SSMSC not zdatnі kompensuvati zbіlshennya vitrat vіdpovіdnim pіdvischennyam tsіni on svoї goods, shaping can negatively on vplivati ​​efektivnіst Act reasonably klієntіv.

Minds for yakih postachalniki toil great power in komertsіynih negotiations viznachayutsya such factors:

• grupa postachalnikіv bіlsh kontsentrovana, nіzh grup, yakіy Won postachaє goods;

• postachalniki not vіdchuvayut zagrozi s side tovarіv-zamіnnikіv;

• FIRMA not for Je postachalnika vazhlivim klієntom;

• goods for klієnta Je vazhlivim zasobom virobnitstva;

• grupa postachalnikіv diferentsіyuvala svoї goods, abo target velikі vitrati transition to klієnta, pov'yazanі Zi zmіnoyu postachalnika, scho, in its Cherga, "priv'yazalo" to tsієї groupies klієnta;

• grupa postachalnikіv suttєvo zagrozhuє іntegratsії "forward." Supernitstvo mіzh konkuruyuchimi pіdpriєmstvami. Konkuruyuchі

pіdpriєmstva Je realіyami market analysis. Stabіlnogo spіvіsnuvannya fіrm in bіznesі dosyagti mayzhe nemozhlivo. Efekt stabіlnostі rіvnoznachny samogubstvu. Koli FIRMA pripinyaє Borotba for svoї konkurentnі pozitsії, fіrmi competitors namagayutsya zapoloniti її segment market analysis svoїmi goods.