Time horizon, usually 3-5 years

Anstreben:

• Eine Position mit schwächeren Forces,
• Schutz gegen Forces aufbauen,
• Shaping industry structure

Analyse:

• Define the industry

• Participants and segment them

• Assess drivers of the forces: Analyse und Bewertung der 5-Wettbewerbskräfte und dahinterliegender Schlüsselfaktoren

• Determine structure and test consistency (Quantify economic relationships)

• Why is the profitability as it is?

  · Which are the controlling forces? (Understand the underpinnings of competition and the root cause of profitability (not: declare it attractive or unattractive))

  · Outcome of analysis consistent with reality?

  · Other players better positioned and better ROI?

• Analyze changes (recent and future)

• Which aspects are to be influenced? (by all players)

• Common Pitfall: Declare as (un)attractive and not using it to guide strategic choices