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Assessment of Performance Measurement in - St Clements University

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<strong>in</strong>dustry. This forced government policy has resulted to reduction <strong>in</strong><br />

<strong>in</strong>dustry fragmentation<br />

2.6 STRATEGY FORMULATION IN FRAGMENTED INDUSTRIES<br />

Porter (1980) proposed five steps <strong>in</strong> formulat<strong>in</strong>g strategy <strong>in</strong> fragmented<br />

<strong>in</strong>dustries. He stated that:<br />

<strong>St</strong>ep one is to conduct a full <strong>in</strong>dustry and competitor analysis to identify<br />

the source <strong>of</strong> the competitive forces <strong>in</strong> the <strong>in</strong>dustry, the structure with<strong>in</strong><br />

the <strong>in</strong>dustry, and the positions <strong>of</strong> the significant competitors.<br />

<strong>St</strong>ep two is to identify the causes <strong>of</strong> fragmentation <strong>in</strong> the <strong>in</strong>dustry. It is<br />

essential that the list <strong>of</strong> causes be complete and that their relationship<br />

to the economic <strong>of</strong> the <strong>in</strong>dustry be established.<br />

<strong>St</strong>ep three is to exam<strong>in</strong>e the causes <strong>of</strong> <strong>in</strong>dustry fragmentation one by<br />

one <strong>in</strong> the context <strong>of</strong> the <strong>in</strong>dustry and competitor analysis <strong>in</strong> step one.<br />

Can any <strong>of</strong> these sources <strong>of</strong> fragmentation be overcome through<br />

<strong>in</strong>novation or strategic change? Will any <strong>of</strong> the sources <strong>of</strong> fragmentation<br />

be altered directly or <strong>in</strong>directly by <strong>in</strong>dustry trends?<br />

<strong>St</strong>ep four depends on a positive answer to one f the preced<strong>in</strong>g<br />

questions. If fragmentation can be overcome, the firm must assess<br />

attractive returns. To answer this question the firm must predict the<br />

new structural equilibrium <strong>in</strong> the <strong>in</strong>dustry once consolidation occurs and<br />

must then reapply structural analysis. If the consolidated <strong>in</strong>dustry does<br />

promise attractive returns, the f<strong>in</strong>al question is, What is the best,<br />

36

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