1. Industry and Competitive Analysis
When an industry with a reputation for difficult economics meets a manager with a reputation for excellence, it is usually the industry that keeps its reputation intact. (Warren Buffet)

4. A Three-Dimensional Business Landscape (Ghemawat, 2001)

5. Industry Analysis: Tools and Frameworks
Supply and Demand
Value Added
Driving Forces
Porter’s Five Forces Analysis
Value Net and Complementors

6. Simple Economic Tools for Strategic Analysis (Corts and Rivkin, 2000)
Monetary
Units ($)
Supply
Equil. Price
Demand
Equil.
Quantity
Physical
Units (q)

7. Demand Analysis: Key Concepts
Willingness to pay
Tastes or needs
Income or wealth
Substitute goods
Complementary goods
Market Demand
Arraying individual buyers in order of their willingness to pay
Demand Segments and Price Discrimination
Price Sensitivity, or Elasticity of Demand

8. Supply Analysis: Key Concepts
Supply in the short run
Fixed costs
Marginal costs
Cash costs
Opportunity Costs
Supply (Q) up to p = MC
Supply in the long run
Opportunity costs of capital

9. Price Marginal Cost Average Cost Units Reinvest and stay in Business
Stay in but do
not reinvest
Shut Down Immediately
Units

10. Value Added - A Simple Game
Imagine there are 30 students in this class. A black card is passed out to each student.

11. Value Added - A Simple Game
Imagine the instructor holds 30 red cards.

12. Value Added - A Simple Game
The Dean has agreed to pay $100 for each pair (1 black + 1 red) of cards.
$100

13. Value Added - A Simple Game
How much would you be willing to accept for your black card? Imagine the instructor offered you $20. Would you accept this offer?

14. Value Added – A Slight Modification
Imagine the same game except now the instructor only has 27 red cards. There are still 30 black cards for 30 students. How much would you accept for your black card?

15. YOUR ADDED VALUE = The size of the pie when you are in the game Minus
The size of the pie when you are out of the game
(Brandenburger and Nalebuff, Coopetition, 1996)

16. Added Value in the card game =
When the instructor is in the game, the value of the game is $3,000. When the instructor is not in the game the value of the game is $0.
When there are 30 black and 30 red cards, each student has an added value of $100 because without each student a match cannot be made and $100 is lost.

17. Added Value in the card game =
When there are 30 black and 27 red cards, the instructor has an added value of $2,700 and an individual student has an added value of $0. Since 3 students will end up without a match, no one student is essential to the game. The total value of the game with 30 students is $2,700; the total value of the game with 27 students is $2,700.

18. What is your added value?
Ask yourself the following question:
If I enter this game, what do I add?
That is how much you can bargain for.

19. Value Added
Sales Revenue
Material Cost 0%
100%
Raw
Material
Components
Assembly
Distrib.
Retail

20. Value Added of a UNR Education (U.S. Census data, 2005)
Avg. Annual Income
H.S. Dropout
$18,734
High School
$27,915
Bachelors
$51,206
Advanced
74,602
Of those age 25 or over surveyed, 85% have completed
high school and 28% have a bachelors degree…both
record highs.

21. Cost of UNR Education Undergraduate = $83 * 128 = $10,624
MBA = $111 * 51 = $5,661
Assume we took UNR out of the game, what would you do?

22. Driving Forces What is causing the industry to change?
"An Update on Moore’s Law“

23. Moore’s Law
The observation made in 1965 by Gordon Moore, co-founder of Intel, that the number of transistors per square inch on integrated circuits had doubled every year since the integrated circuit was invented. Moore predicted that this trend would continue for the foreseeable future. In subsequent years, the pace slowed down a bit, but data density has doubled approximately every 18 months, and this is the current definition of Moore's Law, which Moore himself has blessed. Most experts, including Moore himself, expect Moore's Law to hold for at least another two decades.

24. Five Forces Framework Threat of Entry Supplier Power Rivalry
Buyer Power
Threat of Substitutes

25. Michael Porter Speaks on the Five Forces…

26. 1. Rivalry
Intense rivalry among firms in an industry reduces average profitability.

27. What causes rivalry to be strong or weak?
1. Number and relative size of competitors
Concentration ratio= % of total industry sales accounted by the 4 largest firms
Logging = 18%
Cigarettes = 85%

28. What causes rivalry to be strong or weak?
Herfindahl Index - a measure of the balance in an industry
HI = 10,000 * (The Sum of (the square of each firms market share))
Example: 3 firms with market shares of 0.50, 0.25, 0.25
HI = 10,000 ((0.50)^2+(0.25)^2+(0.25)^2) = 3750
= 0 Perfectly Competitive
= 10,000 Monopoly
>1800 Industries with reduced rivalry

29. 2. Buyer Power
Size and concentration of customers

30. 3. Supplier Power Differentiation Switching Costs
Intel Gets Fined May 2009

31. 4. Threat of Substitutes
Price to Performance Ratios
Switching Costs

32. 5. Threat of Entry

33. Entry Barriers
Brand Identity

34. Minimum Efficient Scale
Unit
Costs
Entry
Point
Volume
MES

35. Entry Barriers Economies of Scale Capital Requirements
Minimum Efficient Scale- (MES) is the smallest volume for which the unit costs reach a minimum.
Example. MES is the following industries is:
Cigarettes 20.0%
Tires 3.0%
Capital Requirements

36. Co-opetition - The Value Net
Customers
Competitors
Company
Complementors
Suppliers

37. Competitive Position of Major Companies / Strategic Groups
Price
Rolls Royce
Jaguar
Camry
Accord
Tauras
Yugo
Kia
Quality

38. Other Steps… Competitor Analysis Key Success Factors
Overall Industry Attractiveness

39. Industry Importance: Empirical Evidence
Rumelt, R. (1991). How much does industry matter? Strategic Management Journal, 12:
"To the extent that accounting returns measure the presence of economic rents, the results obtained here imply that by far the most important sources of rents in US manufacturing businesses are due to resources or market positions that are specific to particular business-units rather than to corporate resources or to membership in an industry. Put simply, business units within industries differ from one another a great deal more than industries differ from one another.

40. Approximate Effects on Variance in
Rumelt (1991)
Approximate Effects on Variance in
Return on Capital:
Variable
% of Variance Explained
Corporate Effects
0.8%
Stable Business Effects
8.3%
Stable Business-Unit Effects
46.4%

41. Approximate Effects on Variance in
Porter & McGahan (1997)
Approximate Effects on Variance in
Return on Capital:
Variable
% of Variance Explained
Year 2%
Industry
19%
Corporate Parent 4%
Business Specific Effects
32%

42. Industry Importance: Empirical Evidence
2. McGahan, A., Porter, M. (1997). How much does industry matter, really? Strategic Management Journal, v18, pp We also find that the importance of the effects differ substantially across broad economic sectors. Industry effects account for a smaller portion of profit variance in manufacturing but a larger portion in lodging/entertainment, services, wholesale/retail trade, and transportation.