تحليل ساختار صنعت خدمات مشاوره‌ي مهندسي در ايران براساس مدل رقابتي پورتر

Analysis of Engineering Consulting Industry of Iran Using of Michael Porterʹʹs Competitive Model

اين نوشتار به تحليل صنعت خدمات مشاوره‌ي مهندسي مي پردازد. اين صنعت كه در برگيرنده‌ي مجموعه‌ي شركت‌هاي مهندسي مشاور در تمام رشته‌هاي تخصصي است، به‌منزله‌ي يكي از زير شاخه‌هاي صنعت احداث از منظر سوددهي مورد بررسي قرارگرفته است. در اين پژوهش از مدل رقابتي مايكل پورتر - استراتژيست و محقق معروف در زمينه‌ي استراتژي– به‌عنوان ابزار اين تحليل استفاده و اطلاعات موردنياز از طريق مصاحبه‌ي حضوري با مديران شركت‌هاي مهندسي مشاور جمع‌آوري شده است. در مرحله‌ي بعدي با توجه به اطلاعات حاصل‌شده از تحليل ساختاري صنعت، دوره‌يي كه اين صنعت در آن به سر مي‌برد براساس نمودار چرخه‌ي عمر محصول صنايع تخمين زده شده و استراتژي مناسب با آن براي شركت‌هاي فعال در اين صنعت در راستاي سودآوري بيشتر پيشنهاد شده است. اين پژوهش در راستاي اهميت به‌كارگيري مديريت علمي در صنعت احداث انجام شده است.

This study analyzes the industry of engineering consulting services. This industry which encompasses the wide scope of engineering consulting firms in all specialized fields is discussed as one of the sub-branches of construction industry from the profitability perspective. The construction industry is one of the most important industries in the world and especially in Developing countries. Engineering consulting companies are firms that undertake all responsibilities of design stages including studies, researches, providing executive Plans, and supervision of implementations. In this study, the five competitive forces of Michael Porter, the famous strategist and researcher in the field of strategy, is employed as a tool for the analysis. These five forces are the bargaining power of buyers, the bargaining power of suppliers, the threat of new entrants, the threat of substitute’s products or services and rivalry among existing competitors. As Porter recommends the required data was gathered through in person interviews with managers of consulting engineering firms and questionnaire. In the next stage, considering the information obtained from the structural analysis of the industry, the period to which the industry is conditioned has been estimated based on the Porter’s life cycle chart of industries; and accordingly, the appropriate competitive strategy for operating companies is suggested for further profitability in this industry. As the obtained result shows the industry of engineering consulting services is in its maturity stage in Iran’s current condition and the best competitive strategy recommended by Michael Porter for this industry is efficient marketing and having competitive cost. This study is conducted in order to verify the importance of applying management science instead of the traditional style of management in construction industry.