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competitive strategy techniques for analyzing industries and competitors phần 4

một số bằng cách tái phát minh hệ thống, những người khác bằng cách quay trở lại vấn đề cơ bản. Cho dù một thương nhân người mới, chuyên nghiệp, hoặc một nơi nào đó ở giữa, những cuốn sách này sẽ cung cấp những lời khuyên và | Competitive Moves 99 To prevent a move it is necessary that competitors expect retaliation with a high degree of certainty and believe that the retaliation will be effective. Some approaches to achieving this effect have been discussed and others will be introduced as part of the generalized concept of creating commitment discussed below. Even if a move cannot be prevented however there are some other approaches to defense Discipline as a Form of Defense If a competitor makes a move and the firm immediately and surely retailiates against it this disciplining action can lead the aggressor to expect that retaliation will always occur. The more the disciplining firm is able to aim its retaliation specifically at the initiator and the more it can communicate that its target is the initiator rather than any other firm the more effective such discipline is likely to be. For example a fighting brand which is a copy of a particular competitor s product is more effective discipline than a more generalized new product.5 Conversely if the retaliation must be generalized e.g. a price cut that applies to all customers and not just those shared with the initiating price cutter the more expensive and less effective the discipline is likely to be. Also when the response to a move must be generalized rather than focused on the firm initiating the battle retaliation runs a greater risk of starting a chain reaction of moves and countermoves which makes discipline more risky. Denying a Base Once a competitor s move has occurred the denial of an adequate base for the competitor to meet its goals coupled with the expectation that this state of affairs will continue can cause the competitor to withdraw. New entrants for example usually have some targets for growth market share and ROI and some time horizon for achieving them. If a new entrant is denied its targets and becomes convinced that it will be a long time before they are met then it may withdraw or deescalate. Tactics for denying