business strategy and performance models业务策略绩效模型.pdf

BUSINESSSTRATEGYANDPERFORMANCEMODELS

RelevanttoACCAQualificationPapersP3andP5

MODELACCOUNTANTS

Thisarticleprovidesabriefoverviewofthreemodelswhichcanassistaccountants,notonlyinthe

determinationofbusinessstrategy,butalsointheappraisalofbusinessperformance.

PORTER’SFIVEFORCESMODEL

TheuseofPorter’sfiveforcesmodel(seeFigure1)willhelpidentifythesourcesof

competitioninanindustryorsector.

Themodelhassimilaritieswithothertoolsforenvironmentalaudit,suchaspolitical,

economic,social,andtechnological(PEST)analysis,butshouldbeusedatthelevelofthe

strategicbusinessunit,ratherthantheorganisationasawhole.Astrategicbusinessunit

(SBU)isapartofanorganisationforwhichthereisadistinctexternalmarketforgoodsor

services.SBUsarediverseintheiroperationsandmarketssotheimpactofcompetitive

forcesmaybedifferentforeachone.

Fiveforcesanalysisfocusesonfivekeyareas:thethreatofentry,thepowerofbuyers,the

powerofsuppliers,thethreatofsubstitutes,andcompetitiverivalry.

THETHREATOFENTRY

Thisdependsontheextenttowhichtherearebarrierstoentry.Thesebarriersmustbe

overcomebynewentrantsiftheyaretocompetesuccessfully.Johnsonetal(2005),suggest

thattheexistenceofsuchbarriersshouldbeviewedasdelayingentryandnotpermanently

stoppingpotentialentrants.Typicalbarriersaredetailedbelow.

Economiesofscale

Forexample,thebenefitsassociatedwithvolumemanufacturingbyorganisationsoperating

intheautomobileandchemicalindustries.Lowerunitcostsresultfromincreasedoutput,

therebyplacingpotentialentrantsataconsiderablecostdisadvantageunlesstheycan

immediatelyestablishoperationsonascalethatwillenablethemtoderivesimilar

economies.

Thecapitalrequirementofentry

Thesevaryaccordingtotechnologyandscale.Certainindustries,especiallythosewhichare