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1- Conditions de base
2- Structure
3- Comportement
4- Performances
5- La politique gouvernementale
1- L’analyse des conditions de base
L’analyse des conditions de base permet de mesurer l’importance des
caractéristiques du produit et de la demande dans les mécanismes de
fonctionnement du secteur.
- de barrières à l’entrée
- d’intégration verticale
- de diversification
3- Comportement (stratégies des firmes)
- Publicité ;
- …
5- Politique publique
- Politique antitrust
- Taxes et subventions
- Politiques macroéconomiques
Approche identifiant les firmes comparables
• Produits similaires et / ou services
Produits et /ou • Classification de l’industrie et du secteur
services offerts • Activité principale de la firme
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Governmental Industry Classification
Schemes
North American
Industry Classification
System (NAICS)
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Identification du groupe de
comparables
Confirmer la comparabilité
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Déscription et analyse d’une industrie par les
rapports des analystes
• Analysts examine statistical relationships between an industry and
business and economic variables
• Analysts develop forecasts, often developing scenario analyses
• Analysts may examine strategic groups, which are companies that
share similar business models or specific market segments.
• Analysts often classify an industry based on its stage in the industry
life cycle.
• The experience curve is a representation of how the direct cost per unit of a
good or services produced or delivered declines as a function of cumulative
output.
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Framework for industry analysis
influences
démographiques
influences
sociales Macro-
Intensité de économiques
la
compétition
influences Influences
Technologiques Gouvernementales
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Analyse stratégique de l’industrie
Menaces
Porter’s “Five Forces” des
nouveaux
Framework entrants
Pouvoir des
acheteurs
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Facteurs affectants la competition versus prix
• Barrières à l’entrée : obstacles limitant l’entrée de nouveaux
concurrents dans le marché = réduction de la concurrence.
• Concentration de l’industrie: degré de domination de l’industrie par
certaines firmes en terme de parts de marché = plus de concentration
entraine moins de competition.
• Capacité de l’industrie : C’est l’offe maximale des produits et services
qui pourront être offerts pour une période donnée = Plus la capacité
est limitée plus le prix est élevé.
• Stabilité des parts de marché : C’est le degré de changement des
parts de marché à travers le temps = Plus les parts du marché sont
stables moins la competition est importante.
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Cycle de vie d’une industrie
Maturité
Ajustement
Declin
Croissance
lancement
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Applying the life-cycle concept
Using the life-cycle model
• Newer industries tend to be more competitive than mature
industries
• Growth companies tend to reinvest in new products and services,
and mature companies tend to focus on internal efficiencies
• Mature companies are generally more focused on extending
successful product lines
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Caractéristique d’une industrie
Barriers to Impact of
Major Level of
entry and industry
companies concentration
success capacity
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External influences on industry
growth, profitability, and risk
• Macroeconomic influences include the level of production, interest
rates, availability of credit, and inflation
• Technological influences include new products that change how
companies do business
• Demographic influences include the distribution of consumers by age
and gender
• Governmental influences include tax rates and regulations
• Social influences include how people work and spend.
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Elements of a Company analysis
Company profile
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Company profile (overview of the company)
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Demand for the company’s products and services
Sources of demand
Product differentiation
Past record, sensitivities (e.g., to changes in the economic environment)
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Company’s pricing environment: degree of price competition
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Summary
• Company analysis and industry analysis are closely interrelated.
• Industry analysis is useful for analyzing portfolio opportunities, strategies,
and performance.
• There are commercial and governmental classification systems, although
determining a company’s peers is challenging because of different business
activities even within defined industry groups.
• The analysis of the competitive environment of an industry includes
Porter’s five forces, assessment of barriers to entry, capacity, market share
stability, and the industry’s life cycle.
• External factors must be considered, including technology, demographics,
government, and social factors.
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