1、2000 Prentice Hall2000 Prentice Hall2000 Prentice HallPotential Entrants(Threat ofMobility)Buyers(Buyer power)Substitutes(Threats ofsubstitutes)Suppliers(Supplier power)IndustryCompetitors(Segment rivalry)2000 Prentice HallLow,stablereturnsHigh,stablereturnsLow,riskyreturnsHigh,riskyreturns2000 Pren
2、tice Hall2000 Prentice HallLowHighGroup ANarrow lineLower mfg.costVery high serviceHigh priceGroup DBroad lineMedium mfg.costLow serviceLow priceGroup CModerate lineMedium mfg.costMedium serviceMedium priceGroup BFull lineLow mfg.costGood serviceMedium price2000 Prentice Hall2000 Prentice HallMarket
3、sProductsIndividualUsersCommercial&IndustrialEducationalPersonalComputersHardwareAccessoriesSoftwareDellDell2000 Prentice Hall40%Marketleader30%Marketchallenger20%MarketfollowerExpand MarketDefend Market ShareExpand Market ShareAttack leaderStatus quoImitate10%MarketnicherSpecial-ize2000 Prentice Ha
4、llDefender(5)Mobiledefense2000 Prentice HallProfitabilityMarket share0%25%50%75%100%Optimal market share2000 Prentice HallAttackerDefender(3)Encirclement attack(4)Bypass attack(2)Flank attack(5)Guerilla attack(1)Frontal attack2000 Prentice Hall2000 Prentice Hall2000 Prentice HallCompetitionCustomer+Fighter orientation+Alert+Exploit weaknesses-Reactive+ID opportunities+Long-run profit+Emerging needs&groups2000 Prentice Hall
