.

( "" (ATHENS- MBA)& , , ).

.

. 2

.

70%

5%

;

25% , ,

.

. 3

,

. 4

;

. 5

-: (PEST PESTEL Analysis)

Political

Legal Economic

Technological

Environmental Sociocultural

;

. 6

PEST PESTEL

, ,

. 7

PEST

, ,

,

,

,

,

, FDI

-

,

,

/ / ,

. 8

PEST

(.. )

. 9

-

Social structure

/ /

T -

-

. 10

,

. 11

(Critical Success Factors)

;

;

;

PEST CSF

. 12

()

What drives competition? What are the main

dimensions of competition? How intense is competition? How can we obtain a

superior competitive position?

;

;

; ;

; ;

; ;

;;

;;

;;

. 13

3

.

. 14

3 :

( )

.

.

.

.

. 15

/

:

. 16

:

&

. 17

CAMPING

.

CHARTER

/

+

(TOUR OPERATORS)

(brands)

85%

. -

-

10%

5%

. 18

: M-commerce

Wireless Terminal Enablers

Wireless Terminal Enablers Wireless Network Enablers

Wireless Network Enablers Software and Service Enablers

Software and Service Enablers

Application/ Content Aggregators and

Providers

Application/ Content Aggregators and

Providers ConsumerConsumer

Transaction EnablerTransaction Enabler

Application Infrastructure

Developer

Application Infrastructure

Developer

Wireless Application Developer

Wireless Application Developer

Wireless Application Service Provider

Wireless Application Service Provider

Information and Application Consumer

Information and Application Consumer

Software Platform Vendors

Software Platform Vendors

Handset Equipment Manufacturers

Handset Equipment Manufacturers

Infrastructure and Equipment VendorsInfrastructure and

Equipment Vendors

Network OperatorNetwork Operator

Affiliate Affiliate

Mobile Portal ProviderMobile Portal Provider

Content ProviderContent Provider

. 19

5 . Porter:

, l

. 20

,

. 21

(.. )

. 22

(, , , )

(.. vs )

. 23

,

,

(.. / )

. 24

,

,

(.. / )

. 25

:

....

-

-

-

-

. 26

5-

=/=

;

;

. 27

5

; ;

; ;

;

(SBUs)

;

. 28

:

:

. 29

...

. , , ...

,

/ win win

, ...

. 30

;

. 31

(strategic groups)

(clusters) .

. 32

Morgan(U.K.)

Kia

Fiat, Renault,

Porsche, Maserati, Lotus

Jaguar, RollsRoyce, BMW

Volvo, Subaru, Isuzu, Suzuki, Saab, Hyundai

GM, Ford, Toyota, Nissan, Honda, VW,

Daimler Chrysler

. 33

(, )

( - )

&

( )

:

. 34

:

= , ,

= ,

: (

)

. 35

;

;

;

;

. 36

;

;

;

;

;

;

;

;

. 37

( , )

(, )

( , )

(, , )

BA

. 38

,

service

/

/

/

. 40

/

/

:

. 41

World Automobile MarketAustralia

Pick-up trucks

Sport-utility

Sports cars

Passenger minivans

Station wagons

Small sedans

Mid-size sedans

Full-size sedans

Luxury Cars

AfricaLat AmericaAsiaE.EuropeW.Europe

US& Canada

. 42

: