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Bank Management

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GLOBAL BUSINESS STRATEGIES
Analysis of the Global Competitive Environment
Lecture 2

Analysis of the global competitive environment
• External analysis can be divided into 2 linked processes:
– Micro‐environmental analysis
• competitive or near environment ‐ industry, market & strategic group
– Macro‐environmental analysis
• broad business or far environment STEP analysis

• External analysis identifies opportunities and threats through continuous learning about the global and local business environments Industries and markets
• An industry consists of a group of businesses producing
/ supplying similar products (goods or services) using similar: –




resources, skills, competences, technology processes and value adding activities materials supplier channels and distribution channels

Markets
• A market is defined in terms of shared:






products or services customers customer needs distribution channels
Competitors

Why the distinction between industry and market?
• Businesses develop core competences within an industry which are then deployed in markets to satisfy customer demands
– An industry can serve more than one market
– A market can be served by more than one industry

Analysis of the competitive environment
• This involves assessing:
– the extent of globalisation in the industry and market ‐
Yip’s globalisation driver framework
– the nature and extent of competition ‐ Porter’s five forces or the resource‐based framework
– strategic groups

The network of business environments

national macro business environment national industry

national market The firm global industry

global market global macro business environment

Yip’s globalisation drivers
• Analyse which aspects of industries and markets are global and which are local
• Industry

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