贝恩利润池分析
34页1、1/18/2019,Darral G. Clarke for BM 499,1,Profit Pools and Core Competence,Darral G Clarke Professor of Management The Marriott School Brigham Young University,1/18/2019,Darral G. Clarke for BM 499,2,Profit Pools: A Fresh Look at Strategy,Orit Gadiesh and James L. Gilbert Harvard Business Review May-June 1998,1/18/2019,Darral G. Clarke for BM 499,3,THE PC INDUSTRYS PROFIT POOL,Value chain focus Axes Verticaloperating margin Horizontalshare of industry data,1/18/2019,Darral G. Clarke for BM 499,4,T
2、he Profit Pool Lens,The profit pool is the total profit earned in an industry at all points along the industrys value chain Segment profitability may vary by customer group, product category, geographic market, or distribution channel Profit concentration may be very different than revenue concentration Shape of the profit pool reflects the competitive dynamics of a business Interactions of companies and customers Competitive strategies of competitors Product pools are not stagnant,1/18/2019,Dar
3、ral G. Clarke for BM 499,5,THE U.S. AUTO INDUSTRYS PROFIT POOL,100%,operating margin,source: Harvard Business Review, May-June 1998,auto rental,1/18/2019,Darral G. Clarke for BM 499,6,Profit Pools: Company Examples,Companies Automakers U-Haul Elevators (OTIS) Harley Davidson Polaroid,Core Business Auto manufacturing Truck Rental Elevator Manufacturing Motorcycles Instant Photography Cameras,Sources of Highest ROI Auto leasing, insurance Packing materials, storage Service Accessories (consumer pr
4、oducts), leasing, service, restaurants Film,1/18/2019,Darral G. Clarke for BM 499,7,Managerial Implications,Focus on growth and market share can lead a company to focus on unprofitable segments of an industry Todays deep revenue revenue pool may be tomorrows dry hole. The goal should be to focus on profitable opportunities Industry should be considered more broadly than traditional definition Automobile industry includes Component manufacture and supply New car assembly and delivery New car warr
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