hndGU1大综合案例解析
中南大学企业战略管理案例分析与答案
企业战略管理案例分析案例1：中国平安保险中国平安保险集团股份有限公司是一家以保险业为主，融证券、信托、投资为一体的综合性金融服务集团，是我国第一家国有控股的股份制保险公司，也是中国第一家有外资参股的全国性保险公司。
在2000年初平安保险将争创“世界500强400优”视为自己的理想目标。
平安保险吸收了中国优秀传统文化和西方现代管理思想的精华，形成了广为外界赞誉的企业文化。
平安的企业使命是：对客户负责，服务至上，诚信保障；对员工负责，生涯规划，安家乐业；对社会负责，回馈社会，建设国家。
平安倡导以价值最大化为导向，以追求卓越为过程，做品德高尚和有价值的人，公司形成了“诚实、信任、进取、成就”的个人价值观，和“团结、活力、学习、创新”团队价值观，平安为员工描绘的远景和抱负是：成为中国企业改革的先锋和金融服务业学习的楷模，建设国际一流的综合金融服务集团。
问题：（1）哪些话描述了平安的生存目的是什么？你认为平安的企业生存的目的描述是否值得改进的地方？如果有请你用一句话来为平安描述生存目的，你如何描述好？（2）在平安的企业使命中，哪些内容勾画了企业的经营哲学？（3）哪些话是对企业愿景（未来展望）的描述？企业的战略目标是什么？参考答案：（1）企业生存目的：对客户负责，服务至上，诚信保障。
不足之处：过于笼统。
用一句话概括：化解风险，祈祷平安。
（2）对员工负责，生涯规划，安家乐业；对社会负责，回馈社会，建设国家。
（3）愿景：成为中国企业改革的先锋和金融服务业学习的楷模，建设国际一流的综合金融服务集团。
战略目标：争创“世界500强400优”。
案例2：阿迪达斯与耐克在20世纪60年代至70年代，长跑爱好者只有一种合适的鞋可供选择：阿迪达斯。
阿迪达斯是德国的一家公司，是为竞技运动员生产轻型跑鞋的先驱。
在1976年的蒙特利尔奥运会上，田径赛中有82%的获奖者穿的是阿迪达斯牌运动鞋。
阿迪达斯的优势在于试验。
它试用新的材料和技术来生产更结实和更轻便的鞋。
HND大综合1GU1答案
Sectio n1Questio n 1:Part AGive n the competitive n ature of the mobile telecom muni cati ons market an alyse the likely advantages and disadvantages to Opal of establishing a partnership agreeme nt with ano ther compa ny .12Adva ntages:Firstly, the part nership agreeme ntsca n provide Opal with tech no logy assista nce」t allows Opal for the joint developme nt of new products and the shari ng of tech no logy. Secon dly, a Chin ese part nership not only gives Opal access to local kno wledge but also provides an air of acceptability that is importa nt whe n con duct ing bus in ess in China. Thirdly, local firms 'ell-reputation and wealth of experience will also help Opal to en sure that product developme nt and customer service is specifically targeted at meet ing the local n eeds and dema nds of the local market. Fourthly, compa nies in part nership can share the costs and reduce the risk.Disadva ntages:As for the disadva ntages, firstly, the own tech no logy of Opal might be leaked because of the shari ng of tech no logy which may result in the loss of Opal'competitive adva ntages. Secon dly, in a part nership with others, the con trol power of Opal compa ny might be distributed because of the con siderati on of other part ners Thirdly, firms need to share the profits and there might be conflicts since those companies are profitable organizations.PART Bs be iIden tify and justify possible opti ons the senior man ageme nt may have which will enable Opal to maintain its current levels of success and profitability. 8Firstly, since Chin ese market has eno rmous pote ntial. Opal n eeds con ti nue to in vest in Chin ese market to gai n more market shares for its expa nsion.Secondly, Opal can sign the partnership agreementswith more companies, to gain more comprehe nsive market in formatio n and share the tech no logy and develop new products.Thirdly, in order to maintain the characteristics and good reputation. Opal needs to keep the strong stanee in relation to the environment, use more green and en vir onmen tal materials to produce ‘ en vir onmen 上&11卩血欣1祖蚁 and services,and keep offeri ng a comprehe nsive mobile phone recycli ng scheme.Fourthly, it is necessary to deepen the agreement with Huawei, since Huawei is a long established and well-respected player in the Chin ese telecoms market. By doing so, Opal can achieve the further expa nsion.Questio n 2PART AAssess the strengths and weaknesses of Opal as they seek to expanding in thecoming years. 12Stren gthsFirstly, the further deregulati on of the telecom muni cati ons markets en abled Opal to capitalize on a number of opportunities.Secondly, Opal has its core markets, and the recent ‘openin-up' of the Chinese market is curre ntly providi ng Opal with opport un ities for further expa nsion.Thirdly, the mobile devices division has allowed Opal to sell their phones to competi ng n etworks allowi ng access to a much larger market.Fourthly, as their characteristic, Opal has adopted a strong stance in relation to the en vir onment, and they were one of the first pho ne manu facturers in the world to offer a comprehe nsive mobile phone recycli ng scheme and offers en vir onmen tally frie ndly products and services.Weak nessesFirstly, the first han d-held phones were high priced because of the high research and developme nt costs and the n eed for highly specialized product ion facilities. And this may cause the n eeds of a large amount of inv estme nt capital and the decrease in sales.Secondly, Opal is a medium sized producer of handsets, which means it owns limited produce resourcesa nd inv estme nt capital resources. It may not be able to meet the n eeds of cooperati on with other compa ni es.Thirdly, the regulatory complexities of operating within the Chinese market may hin der the developme nt and expa nsion of Opal.Lastly, the regulatory complexities of operati ng with in the Chin ese market and the fierce competiti on may hin der the expa nsion of Opal and in crease a certa in level of risk.PART BChoose two Key values highlighted in Appe ndix 3 and for each, expla in how ithas impacted upon the company ' s activities. 8Firstly, the customer deserves service excelle nce.Opal is a customer- focused organization. Enterprise's core value is to focus on customer service and its quality. By doing so, the customer satisfaction and loyalty can be established and the n the growth of sales and profits can be achieved.According to the case, in order to enhance the quality and satisfaction of customer services, the Opal has established the Service Developme nt Sectio n and Customer Care Departme nt. With the rapid developme nt of tech no logy, the ServiceDevelopme nt Secti on is tasked to enhance the customer experie nee of the mobile andweb-based services. And the Customer Care secti on is tasked to en sure that customer expectati ons are con siste ntly met. Both of them are aim to provide customers with excelle nt services.Secon dly, we accept that while we are drive n by tech no logy we will always aspire to drive tech no logy.The developme nt of tech no logy can provide Opal with higher tech-competitive ness, and help it to develop new products and expa nd to larger market. As for Opal, they continue inv est in other inno vative products and market research, and has bee n very successful in ide ntify ing market trends and the n using the latest tech no logical developme nts to satisfy customer n eeds. And, there is a Special projects sect ion in Opal which requires sig nifica nt inv estme nt and provides the lead in g-edge tech no logy required for mobile and others.Sectio n 2Questio n1PART AEvaluate possible sources of finance that Gold could access as it seeks to expa ndits bus in ess operati ons.Firstly, issuing shares are a financing way that Opal can access. It can meet a part of the Opal ' s capital needs during its expansion, even though the amount of share capital issued will be limited to the authorized share capital amount.Secon dly, issu ing debe ntures are a useful way too. Debe ntures are loa ns made to compa nies that carry a fixed rate of in terest. However, the debe nture holders n eed to repay the prin ciples on time and they do not participate in the running of the compa ny like shareholders do.Thirdly, eve n though both issu ing shares and divide nds are appropriate for Opal, therestill some differences between them. The shareholders have the control right of the compa ny, but the divide nd holders do not. And, the divide nds holders n eed to repay the principle on time, while it won' tbe necessary for shareholders. Lastly, the shareholders can get ben efits from the divide nds while the debe nture holders can get them from the in terests.PART B找到一类可以同时满足Opal公司股东和Opal在中国市场合作伙伴用来检验企业效率的财务数据信息.请解释这类数据是如何满足这些利益相关者要求的。
HND大综合1GU1答案
Section1Question 1:Part AGiven the competitive nature of the mobile telecommunications market analysethe likely advantagesand disadvantagesto Opal of establishinga partnershipagreement with another company.12Advantages:Firstly, the partnership agreementscan provide Opal with technology assistance.It allows Opal for the joint development of new products and the sharing of technology. Secondly, a Chinese partnershipnot only gives Opal access to local knowledge but also provides an air of acceptability that is important when conducting business in China. Thirdly, local firms 'well -reputation and wealth of experience will also help Opal to ensure that product development and customer service is specifically targeted at meeting the local needs and demands of the local market. Fourthly, companies in partnership can share the costs and reduce the risk.Disadvantages:As for the disadvantages, firstly, the own technology of Opal might be leaked because of the sharing of technology which may result in the loss of Opal 'csompetitive advantages. Secondly, in apartnership with others, the control power of Opal company might be distributed because of the consideration of other partners Thirdly, firms need to share the profits and there might be conflicts since those companies are profitable organizations.PART BIdentify and justify possible options the senior management may have which willenable Opal to maintain its current levels of success and profitability. 8Firstly, since Chinese market has enormous potential, Opal needs continue to invest in Chinese market to gain more market shares for its expansion.Secondly, Opal can sign the partnership agreementswith more companies, to gain more comprehensive market information and share the technology and develop new products.s be nThirdly, in order to maintain the characteristics and good reputation, Opal needs to keep the strong stance in relation to the environment, use more green and environmental materials to produce‘ environmentally friendly ' products and services and keep offering a comprehensive mobile phone recycling scheme.Fourthly, it is necessary to deepen the agreement with Huawei, since Huawei is a long established and well-respected player in the Chinese telecoms market. By doing so, Opal can achieve the further expansion.Question 2PART AAssessthe strengthsand weaknessesof Opal as they seek to expanding in thecoming years. 12StrengthsFirstly, the further deregulation of the telecommunications markets enabled Opal to capitalize on a number of opportunities.Secondly, Opal has its core markets, and the recent ‘ openin-gup'of the Chinese market is currently providing Opal with opportunities for further expansion.Thirdly, the mobile devices division has allowed Opal to sell their phones to competing networks allowing access to a much larger market.Fourthly, as their characteristic, Opal has adopted a strong stancein relation to the environment, and they were one of the first phone manufacturers in the world to offer a comprehensive mobile phone recycling scheme and offers environmentally friendly products and services.WeaknessesFirstly, the first hand-held phones were high priced because of the high research and development costs and the need for highly specialized production facilities. And this may cause the needs of a large amount of investment capital and the decrease in sales. Secondly, Opal is a medium sized producer of handsets, which means it owns limited produce resourcesand investment capital resources. It may not be able to meet the needs of cooperation with other companies.Thirdly, the regulatory complexities of operating within the Chinese market may hinder the development and expansion of Opal.Lastly, the regulatory complexities of operating within the Chinese market and the fierce competition may hinder the expansion of Opal and increase a certain level of risk.PART BChoose two Key values highlighted in Appendix 3 and for each, explain how ithas impacted upon the company ' s activities. 8Firstly, the customer deserves service excellence.Opal is a customer- focused organization. Enterprise's core value is to focus on customer service and its quality. By doing so, the customer satisfaction and loyalty can be established and then the growth of sales and profits can be achieved. According to the case, in order to enhance the quality and satisfaction of customer services, the Opal has established the Service Development Section and Customer Care Department. With the rapid development of technology, the Service Development Section is tasked to enhance the customer experience of the mobile and web-based services. And the Customer Care section is tasked to ensure that customer expectations are consistently met. Both of them are aim to provide customers with excellent services.Secondly, we accept that while we are driven by technology we will always aspire to drive technology. The development of technology can provide Opal with higher tech-competitiveness, and help it to develop new products and expand to larger market. As for Opal, they continue invest in other innovative products and market research, and has been very successful in identifying market trends and then using the latest technological developments to satisfy customer needs. And, there is a Special projects section in Opalwhich requires significant investment and provides the leading-edge technology required for mobile and others.Section 2Question1PART AEvaluate possible sources of finance that Gold could access as it seeks to expandits business operations.Firstly, issuing shares are a financing way that Opal can access. It can meet a part of the Opal 's capital needs during its expansion, even though the amount of share capital issued will be limited to the authorized share capital amount.Secondly, issuing debentures are a useful way too. Debentures are loans made to companies that carry a fixed rate of interest. However, the debenture holders need to repay the principles on time and they do not participate in the running of the company like shareholders do.Thirdly, even though both issuing shares and dividends are appropriate for Opal, there still some differences between them. The shareholders have the control right of the company, but the dividend holders do not. And, the dividends holders need to repay the principle on time, while it won' tbe necessary for shareholders. Lastly, the shareholders can get benefits from the dividends while the debenture holders can get them from the interests.PART B找到一类可以同时满足Opal 公司股东和Opal 在中国市场合作伙伴用来检验企业效率的财务数据信息. 请解释这类数据是如何满足这些利益相关者要求的。
Google的案例分析-精品文档
Google History
Larry Page Co-Founder & President, Products
Sergey Brin Co-Founder & President, Technology
Its core search business
70% service on Search
Google can alone provide the market total demand
The costs of multi-homing for search are low
The network effects for search are positive and strong
The development strategy of Google
“Google make achievement
of the best search engine through
cloud computing 。” ——Kai-fu lee
Provide high quality of Google software and online services
Photo management software
When the computer network era will gradually transition to the mobile Internet era, the search engine Google in the mobile phone market will have more room for development.
Optimize organic search
Get listed in directories
hnd 大综合1
Q1: RWD的外部环境发生了什么变化？这个变化对其管理行为有怎样的影响？RWD是怎样做的？There are four changes in RWD’s external environment.1.The distribution is changed from direct sale to indirect sale for larger supermarkets such asTesco. It depends on their ability to win contracts to supply retailers of the success of milk process. To adjust the situation, RWD improve ability to supply all a retailer’s outlets in a particular area. So RWD has the facilities to distributemilk in that area by improve the equipment and methods of distribution. Then they organize staffs to have training courses.Besides, they can outsource the distribution to other company.2.The important customer Asda announced that in the future it would buy all its milk form AlarFoods. RWD lost its contract with Asda for the supply of 180 million litres of milk a year. And, 15% of RWD’s turnover and effectively wiped out the 15% increase in sales which the company had enjoyed during 2003.However, RWD has been able to recover from this setback.Later in 2004, it secured new deals with Sainsbury’s and Tesco’s.Then, in order to increase sales, RWD should maintain long-term, stable and friendly relationships with the customer. In addition, long-term contract with them is a good idea.petitor was down the purchase price. RWD in order to protect market share and profits,reduce the purchase price as well. This rivalry between milk producers has out strains on Wiseman’s relationships with its suppliers. RWD improves their production efficiency to reduce costs.In order to strengthen the relationship with suppliers, RWD made First Milk co-operative began to by 15% of shares in the company. RWD bought the farm, through backward integration to achieve cost savings.4.OFT suspect there is a market monopoly of RWD’s business. And it launched an investigationin 2000.This investigation affects the corporate image and the loss of customers. To clarify the facts, RWD actively cooperate with the investigation.Throughmore public service activities such as financial award to help a community and improved company’s image. Since then, RWD adopts careful management.Q2: 从财务表表中如何看出RWD是成功的1.The data are increasing year by year. Besides, the data have the rapid increase trend. Thesedata shows that RWD Ltd is a successful company.2.First is the Liquid milk sold (million litres) comes from milk volumes rate is about 57% from2000 752 million litres to 2004 1180 million litres. RWD has a steady market share in UK milk market. The liquid milk market in the UK id dominated by three companies, Arla Foods, RWD and Dairy Crest which together have about 70% of sales. The liquid milk market in Scotland and the UK is static and growth comes from capturing a larger share of the existing sales.RWD’s achievement is 66% of its sales are now in England. Form the Product Life Cycle, the RED’s milk is in the Maturity Stage and it can be seen as the Cash Cows in the Boston Matrix.This kind of market and milk led RWD to compete for market share with its competitors.Additional, the management and structure didn’t bring RWD problems. The new structure is focusing on the core business goal and it is trying its best to provide market share.3.Another important factor to show the successful of RWD is Fixed Assets. The Fixed Assetsimproved from 108336 in 2000 to 147246 in 2004. It is 10% of annual capital expenditure is committed to new IT equipment. In 2004, 1.5m pounds were spent on improving logistics.RWD companies continue to invest capital investment and it's expanding. RWD improve thebuying milk, processing it and distributing by enlarging the company’s vehicle.Moreover, RWD continue to invest capital investment to expand production and sales scale.Finally, RWD’s business becomes the economies of scale. Economies of scale to help it better development.4.To sum up, the data from RWD shows how successful it is.Q3:a.影响牛奶需求的要素To my consideration, there are three factors that influence the demand of RWD milk. There are Income, Substitutes, and Marketing Communication.1.For the first factor, in general, under the situation of invariable conditions, the higherconsumer income leads to the higher demand of commodities. The income elasticity of demand will explain the situation quantitatively. It means the responsiveness of demand to a change in consumer income(Formula: E=ΔQ/ΔI). In the case, milk is a kind of essential, so the number of E will be between 1 and 0. That means 1>E>0. If the consumer income increases, the demand of milk will increase little either. In the most situations, the demand of milk is about the high quality or high price of milk.2.Second factor is Substitutes and it will influence the sale of milk as well. The substitutesrefer to the commodities which have same or similar functions. The characteristic of substitutes is when a price of one commodity increases, the demand of other commodity increases at the same time, so that these two commodities are called substitutes. There is a large amount substitutes of milk in the market e.g. juice, tea, coffee and so on. If the prices of these goods increase, the sale of milk will also increase.To the opposite side, the prices of these goods reduces, the demand of milk will decrease either.3.Marketing Communication that means, the marketers to consumers about the businessand products, all kinds of information, persuasion, or to attract consumer to buy their products in order to achieve the purpose of expanding sales. So Marketing Communication is the third factor which will influence the sale of milk. A well marketing communication can stimulate consumer buying desire and purchasing behavior. At the same time, it can culture the interest and loving use of customers. In general, the common methods for marketing are advertisements, personal selling, internet marketing, marketing and public relations. To build a good marketing communication, RWD held an activity named “The White Stuff—Milk Moustache”. RWD aim s to make customers more positive about drinking milk which should benefit all sellers of milk. In this way, RWD can help sales of the milk it supplies to supermarkets but which is dole under their names. Besides, RWD encourages employees to raise money for a chosen charity and each year it also makes a financial award to help a community. What’s more, RWD runs a Neighborhood Shop of the Year competition and prints health and other community messages on its milk cartons.b.说明这些因素是如何影响RWD的经营活动的？First, there are 3 factors lead RWD to develop new products of milk: the demand of high quality milk, the preferences of consumers and the substitutes such as juice.Effective product life cycle extension strategies increase the profitable period of a product.Successful product life cycle extension strategies generate additional profit from a mature or declining productthrough small expenditures, changes to a product or modifications in marketing focus.Because of these factors, RWD should develop new products and enlarge the product lines to meet market demand and compete with competitors.Second, there are two factors lead RWD to adopt the effective marketing communication: the preferences of consumers and the urgent communication with consumer.There are 4 main aspects of a promotional mix: Advertising, Personal selling, Sales promotion and Public relations. Because of these, RWD should strengthen its marketing strategy such as advertising to gain more market share.Third, there is one factor that leads RWD to reduce the prices, that is, the intense competition of market prices. Companies that choose a cost-leadership strategy offer relatively standardized products with features or characteristics that are acceptable to customers. Currently, in the UK milk market, it is saturation and for every company they havea steady market share. So when the competitor cut the price, to retain the market share andfight for market, RWD should reduce the product prices.c.说明超市这种零售商在选择加工商时考虑哪些要素？Cost of supermarket is the first factor when considering suppliers. Costs can affect the size of profits. This is the reasons that RWD and its competitors have to lower the purchase price.Reducing the purchase price will reduce thesupply price for supermarket. As much as possible, RWD secure such a big supermarket customers.Quality is thesecond factorwhen supermarkets considering suppliers. If the suppliers provide high-quality milk, the supermarket will be able to provide customers with high quality milk.This can improve customer satisfaction in order to attract customers to multiple consumers.Supermarket profits can increase. In order to improve milk quality, RWD installing reverses osmosis technology to increase the milk quality.The relationship with suppliers will be the third factor when supermarkets are considering them.That because a good relationship of suppliers can be trusted. The cooperation for a long timesuppliers will not change the contracts easily. In this part, RWD secured new deals with Sainsbury’s and Tesco’s. It share of Sainsbury’s milk sales has risen from 20% to 50% while it now suppliers 60% of Tesco’s requirement ---- up from 40%.Q4: 在2002年的重组中，市场营销不是一个独立的部门，归属到商业部门优点有什么？1.There are 3 advantages. First, after the re-structure, functional structure makes themanagement structure more simplified and theclear division of labor. This will help the company focus on key aspects of the company’s business and it is trying its best to provide market share. Third, it will help companies which were bought quickly integrate into RWD.The various functions that can enhance communication and exchange. This can make future expansion more effective and convenient.Moreover, RWD continue to invest to expand production and sales scale.Finally, RWD’s business becomes the economies of scale.Economies of scale to help it better development.2.There are 2 disadvantages. First, it will reduce the independence of the marketingdepartment, marketing department should be subordinated the arrangements form the commercial sector.And it will bring staff in market department problems such as ess resources and reduce their confidence in work. Second, market research and new product development are more difficult to start.It is difficult tounderstand customer needs and thus is not satisfied customerswell.Besides,the marketing department in the company's positionwill be reduced. The company's products promoting, enhance brand awareness and sales will have some effect.Q5: RWD仅生产牛奶和奶油，而不像其他公司生产别的产品，这种方法对营销有什么影响？There are 3 beneficial effects. First, this mode of production is the specialization production model. It can improve the quality of milk and make milk has competitive advantage. At the same time it can increase the milk's satisfaction. It will focus on full usage of resources. Second, it helps to develop the depth of milk products and improve the product mix. Because the RED’s milk is in the Maturity Stage and it can be seen as the Cash Cows in the Boston Matrix, it is important to develop the depth of milk. Different flavors of milk can meet the needs of customers better. Third, this will help the company to expand production and production capacity to achieve economies of scale.The methodwill be able to save costs. What’s more, the company uses Focus strategy of the production of liquid milk. This helps to enhance brand awareness. It also can simplify the management of cost savings.There are 3 adverse effects. First, the product is too simple so that will bringoperational risk. For example, when the external environment changes, the company is difficult to quickly adjust to the new environment. Consumer tastes change will affect the milk sales. Single raw milk products because of the problem will be restricted. Second, when the market is saturated, sales will drop. Single milk products aredifficult to expand market share. When the company faced the implementation of competitive differentiation rivals such as Arla Foods, the milk product is no obvious advantage, resulting in the loss of customers and market share decline. Third, the milk has single species. There fewer choices for consumers. Milk of RWD cannot meet consumer demand so that the unsatisfied customer will get lost.Q6:a.供应商对于RWD的重要性The suppliers are important to RWD Ltd.To begin with, RWD keeps a good relationship with its suppliers. There are two types of suppliers, farmers provide 60% of milk and co-operatives provide another 40% of milk. This good relationship can reduce the cost of raw milk, and suppliers are the one of the stakeholders, so that RWD Ltd. has a steady way to buy raw milk.Next, the low cost of how milk from suppliers will reduce the price of a range of organic milks.These prices gain the competitive advantage for RWD Ltd.At last, the long-term and steady relationship can ensure the quality of raw milk so that RWD can ensure the quality of its products such as low fat milk which taste as well as general milk. Q6:b.供应商关系的困难1.Firstly, this rivalry between milk producers has put strains on Wiseman relationships withits suppliers. In December 2004, RWD announced that it was cutting price it paid for mike by 0.5p a litre to 19.16p a litre. Because of the decline in the purchase price, strained relations with suppliers cannot be avoided. Andthe short-term contracts signed by RWD with new suppliers increase the instability. Moreover, high prices will be easily to loss of customers than low prices.2.Secondly, the lower price means lower incomes for dairy farmers which can make itdifficult for some to survive. Due toAsda announced that in the future it would buy all its milk form Alar Foods. RWD lost its contract with Asda for the supply of 180 million litresof milk a year.In order to increase the sales, RWD reduce the procurement price. And the low procurement price influences the life of famers so that they are unsatisfied with RWD.This reason led RWD had unstable relationship with suppliers.3.The milk co-operation stakeholders require profit from shares which RWD cannot proveas general. But under the situation,low milk prices that cannot make RWD running business. In the case of no profit, RWD will have business risk.The competition exists in the milk market. It is important to gain the market share from competitors. But the low price means low profit. For this, RWD has the price war with its competitors.At the same time, RWD has not enough profit to give its suppliers’ share so that the suppliers are not satisfied with RWD. This leads the tension relationship between RWD and its suppliers. c.如何维持与供应商的关系With suppliers in order to maintain a good relationship, firstly, RWD should win long-term contracts with them to establish long-term relationship. RWD should maintain their advantage like the high price of procurement and providing technology for them. Because the low procurement price means the low cost. The profit will increase in selling milk.Secondly, RWD can sale its sharesto suppliers and let them became stakeholders.The combination of interest will be more closely.It will help them co-operate better and gain more market shares from competitors. Thirdly, RWD can use the awardsfor the suppliers.Then they can organize some activities for them so that to participate in the company's operations and let suppliers feel that they are part of the company.Q7: 分析RWD的SWOTIn analyzing the situation an organization finds itself in, those involved with strategic planning (i.e. establishing the direction of the company and planning its future) sometimes carry out a SWOT analysis. This involves identifying the organizations’ Strengths, Weaknesses (generally from an analysis o f its internal resources and capabilities along with a comparison with the competitor’s) and identifying potential Opportunities and Threats (these are often form the external analysis) 1. Internal factors:1) Strength:First, suppliers are the one important part in stakeholders and RWD has a steady relationship with them. For instance, in 2004, First Milk began negotiations to buy 15% of shares in RWD. Besides, RWD uses the 19.16p which is higher than its competitors to buy raw milk so that products have the better quality.Second, from Fixed Asset in Balance Sheet, we find the data increased from 2000 to 2004 year. And that means RWD Ltd. is doing an expansion very well in the England milk market. In this way, the cost is decreasing. So in these 4 years, with the average cost of long-term increased in production is reduced, the RWD Ltd. has an economies of scale. In result, the Sales and Profit increased from 2000 to 2004 year.2. External factors:2) Threat:RWD lost a big order with Asda and it is a setback which made a decrease of 180 million litres of milk a year in 2004. Form the case, in May 2004, after a review of its buying policy, Asda announced that, in future, it will buy its milk form Arla Foods. Then RWD lost its contract with Asda for the suppl y of 180 million litres of milk a year. It showed for 15% of RWD’s revenue and effectively wiped out the 15% increase in sales which the company had enjoyed during2003.。
HND大综合(GU1)
移动通信全球系统（GSM）于 1987 年通过的欧洲标准。这使得高品质的语音 通话，能够为客户跨越国际边界，短信，从而使用他们的手机在手机使用一个
世界性的热潮奠定了基础。 In the late 1980s and throughout the 90s further deregulation of the telecommunications markets enabled Diamond to capitalize on a number of opportunities. The company continued to work closely with several of the former state telecoms firms in developing and operating mobile networks, further cementing its position as an influential player in the telecommunications market. Diamond’s main focus has remained in Europe, but they have ventured into the North and South American, and Asian marketplaces. The recent ’opening-up’ of the Chinese market is currently providing Diamond with opportunities for further expansion both in the provision of networks and in sales of mobile devices. This expansion has, and will continue to require substantial investment. In 1998 the owners sought fresh capital from existing share holders to allow them to take advantage of the expansion opportunities.
HND 酒店管理Outcome 1
1. a2. 为了提高顾客的满意度，在商品的质量和数量上我们需要考虑以下两个方面：在质量方面1)我们应该和有声望的，可靠的合作商合作，以便商品质量得到保证。
2)我们应该比较供应商所给的样品质量，以免伪劣产品进入酒店。
3)我们还要对产品的成分进行比较，同时还要了解洗涤说明。
这样能使商品的使用时间变长，从而节约成本。
在数量方面1)我们应该先了解酒店的入住率和客房数量，以免床单等物品没干等情况。
2)我们需要考虑运输时间的长短，以便及时补充库存。
3)对于长期入住的客人，我们应该根据酒店的相关规定来更换床上用品，或者根据顾客的要求进行更换，这样能节约床上用品，还能保护环境。
1.a2. In order to improve the customer's satisfaction, we need to consider the following two aspects in the quality and quantity of the goods:In the quality:1) we should cooperate with reputable and reliable partners in order to ensure the quality of the goods.2) we should compare the quality of sample provided by the supplier, in order to avoid false and inferior products into the hotel.3) we should also compare the composition of product and understand the washing instructions. This will enable the use of goods to become longer, thus saving costs.In the and quantity:1) at first, we should understand the hotel occupancy rate and the number of rooms, so as to avoid sheets and other items did not dry and so on.2) we need to consider the length of transportation time, in order to replenish the stock in time.3) for long-term guests, we should be in accordance with the relevant provisions of the hotel to replace the bedding, or in accordance with the requirements of customers to replace, so that can save bedding and protect the environment.B1.对于酒店来说，这些material, equipment and linen是很重要的，因为酒店会经常使用它们。
某公司综合诊断案例分析
某公司综合诊断案例分析1. 引言本文将对某公司进行综合诊断案例分析。
通过分析公司的内部和外部环境，揭示其面临的问题和挑战，并提出相应的解决方案和建议。
本文将采用SWOT分析和五力模型作为分析工具，以全面了解公司的竞争地位和可持续发展能力。
2. 公司概况某公司是一家XXX行业的领先企业，成立于XXXX年，拥有多年的行业经验和技术实力。
公司主要经营XXXXX，产品覆盖市场广泛，并享有良好的声誉和品牌影响力。
然而，近年来，公司面临着一系列挑战和新的市场竞争。
因此，有必要对公司进行综合诊断，找出潜在的问题并寻找解决方案。
3. 内部环境分析3.1 优势公司在行业内具有以下优势： - 技术实力雄厚：公司拥有自主研发的先进技术，使得产品在市场上具有竞争力。
- 优质产品和服务：公司的产品质量和售后服务得到客户的认可和赞赏。
- 健全的供应链管理：公司建立了稳定可靠的供应链体系，确保产品供应的及时性和可靠性。
3.2 劣势公司存在以下劣势：- 产品线单一：公司主要依赖一种或几种产品，面临市场需求变化的风险。
- 市场拓展不足：公司在拓展新市场方面的努力不够，导致市场份额增长有限。
3.3 机会公司面临以下机会： - 新兴市场的发展：某些地区市场的快速增长为公司进一步扩大市场份额提供了机会。
- 技术创新：新技术的出现将为公司带来新的业务机会。
- 合作伙伴关系：与其他企业的合作可以带来更多的资源和市场机会。
3.4 威胁公司面临以下威胁： - 竞争加剧：行业内的竞争日益激烈，公司需要加强竞争力以保持市场地位。
- 法规变化：政府法规的变化可能对公司的运营方式和产品销售产生影响。
- 市场需求下降：经济下行和消费者需求减少可能冲击公司的销售额。
4. 外部环境分析4.1 供应商分析公司的供应商对其运营和产品质量有重要影响。
供应商的稳定性、质量可靠性和成本控制是公司关注的重点。
4.2 客户分析客户对于公司的产品质量、价格和服务有较高的要求。
ERP案例美特斯邦威__HND作业
美特斯.邦威：内忧外患之中显功夫内忧：对于年生产能力近百亿件、产能严重过剩的全球第一大服装大国中国来说，服装企业面临着更大的难题：不少服装企业还是按照传统的方法，先将产品生产出来，再一级级地送到代理商、零售商手中。
这样做的结果是，要么是市场预测不准而导致库存积压，要么生产不足而导致缺货。
外患：这一年， ZARA等欧洲时装杀手疯狂进攻中国。
ZARA依靠其对流行时尚趋势的跟风能力，以及基于ERP的敏捷供应链管理体系，一路攻城掠池。
在内忧外患之中，从温州起家、现大本营扎根上海的著名休闲服装品牌美特斯·邦威却取得了引人注目的业绩：2006 年销售额达40亿，但全年累计的应收账款却只有区区几十万元。
没有自己的工厂，没有自己的专卖店（少数大城市的大型形象店除外），却掌控了200多家面料厂、辅料厂、成衣厂和1800多家遍布全国的加盟店，克服了服装业库存积压和被拖欠货款的“顽疾”。
美特斯·邦威到底靠什么，能使董事长周成建足不出户即可实时掌控和号令全国庞大的生产经营和销售网络，并使企业的应收账款水平保持在如此之低的水平？其成功经验，可以概括为：“一种模式，三大法宝”。
一种模式指虚拟经营模式，三大法宝指“品牌、设计和面向企业联盟体的ERP平台”。
虚拟经营：与耐克媲美美特斯·邦威创立于1995年。
创立之初，只有注册资本50万元，十几个人。
美特斯·邦威老板周成建以温州人特有的商业嗅觉，在20世纪中期看准了年轻人需要价格相对便宜一些的休闲服装的市场空白，将自己定位在休闲服饰市场，推出T恤、夹克，结果生意非常好，1995年销售收入达到了500多万。
销售形势一片大好，美特斯·邦威的服装品种也越来越多，但自己工厂已经没有能力去生产这么多品种。
怎么办？美特斯·邦威干脆把自己仅有的一个工厂关了，将生产外包给广东的生产能力过剩的服装厂。
美特斯·邦威同时开始走出温州，到杭州、上海自己投资开直营的专卖店。
HND金融大综合1案例+机翻。
HND金融大综合1案例+机翻。
You work as a journalist on The Daily News. You are responsible for writing the financial advice column. Your newspaper encourages readers to write in with their in with their questions and you undertake some research before publishing an article based on the reader’s questions. As a thank you to the reader for allowing you to use their circumstances as the basis of your article, you also prepare a detailed report which is sent on to the reader to help them decide what course of action they might take.你的工作作为每日新闻的记者。
您是负责编写财务咨询列。
你的报纸鼓励读者用他们与他们的问题写在你发布基于读者的问题的文章之前，进行一些研究。
作为感谢你的阅读器允许你使用自己的情况为你的文章的基础上，还准备被发送到阅读器，以帮助他们决定什么样的行动，他们可能需要一个详细的报告。
You have received the following letter today —今天，你收到了下面这封信—My name is Duncan Kennedy, I am aged 64 and I am retired government official. I already receive my government pension of $18000 per year and next year I will also get my state pension which will give me an additional $5500 per year. My wife Elaine who currently earns $35000 will retire soon as part of redundancy exer cise at her firm and will start to receive her employer’s pension of $19000 then, but as she is younger than me, it will be a few years before she receives her state pension.我的名字是邓肯?肯尼迪，我64岁，我退休的政府官员。
HND员工培训与开发案例（1）
Case studyAG Bell Ltd.A.G. Bell Ltd., is a private sector company specialising in 24/7 call centre services. Based in High T own, Scotland, the company prides itself on achieving exceptional service levels, and exploiting cutting edge technology. The company encourages a team based approach to meeting its demanding targets for response rates.When traditional manufacturing industries were at their peak, High T own experienced very little unemployment. With the downturn in traditional industry, unemployment rates reached an all time high. In addition to these high levels of unemployment, the potential workforce tends to be low skilled with higher than average representation among disadvantaged groups. AG Bell Ltd relocated to High T own five years ago attracted to the area by inward investment grants offered by the Government.AG Bell Ltd has a reputation throughout the industry for its innovative approach to HR Employing 180 staff, the flat organisation structure (see diagram below) facilitates a supportive, enabling culture, where people are valued as a key resource and developed to meet business needs. The company’s approach to its workforce is reflected in its desire to achieve the Investors in People Standard over the next year. The workforce at AG Bell Ltd is diverse and the organisation benefits from the opportunity to recruit staff from a variety of disadvantaged groups. The workforce has above average representation of Black Minority Ethnic workers, disabled workers and workers with criminal records.Due to rapid expansion, the organisation needs to expand its workforce by 40 employees. T o enable this to happen, the company will relocate to larger premises in High T own during the next two months.Assessment task instructions 1Prepare a Training Strategy for the OrganisationThis assessment is based on the case study of AG Bell Ltd.As the HR Manager of AG Bell Ltd, you have been asked to develop a Training Strategy for the next two years. The training strategy you produce is to be included in the Staff Handbook.Use the information contained in the case study to assist you. Y ou may make whatever assumptions you wish about the company provided these do not materially alter the fundamental basis of the study. Please state clearly any assumptions you do make.Y ou should produce your strategy in the form of a document, which contains the following:1. Policy StatementThis should be an overall statement of the philosophy of the organisation. This should be about 2-3 paragraphs in length (maximum), and should detail the nature of the company’s commitment to training, and the contribution that training will make to organisational success over the forthcoming 2 years.2. The Main Body of the Training Strategy(a) Identify the major issues that AG Bell Ltd will be facing in the next 2 years. Y ou should refer to at least 3 important organisational issues that have training implications.(b) Identify training needs at AG Bell Ltd and sort these requirements into the categories of organisational, group and individual level needs. Y ou should then assign time scales for meeting these needs in terms of short term (immediate), and key strategic (medium to longer term). Produce a summary table of training needs along the lines of the example provided overleaf.Y ou should also include recommendations on the allocation of resources to meet the needs you identify.3. Responsibilities for Training at AG Bell LtdState how you propose that responsibilities for training should be allocated amongst managers, team leaders, training professionals and individual employees. Referring to the organisations chart provided with the case study material, clearly identify those individuals within the company who will have responsibility for ensuring the training and development recommendations are achieved.。
hndGU1大综合案例解析
5-10遍 2015.5
1
Diamond Telecommunication
① The Early Years 开端的DT ② The Dawn of the Mobile Era 移动时代的 黎明 ③ The Internet Era 互联网时代 ④ Reorganisation DT重组 ⑤ Expansion into the Chinese Market 中国 市场
9
提前预习的知识点 • 4P –marketing, DT在中国适合 不适合使用4P策略 • 经济学的需求理论
nance企业融资的 方式，及每一种的优缺点（适 用条件）
10
5
④Reorganisation
• 2001年开始,因为激烈的竞争，DT开始重组，设立了几个 核心业务部门（见附件2） • 重组后，DT开始经销其他厂家产品，而DT本身的手机部 门也获批进入更大的市场进行销售。 • 销售策略的改变使得越来越多的客户青睐DT的产品 • 大量宣传投入使成长显著，但销售和利润增长却并不理想。 主要是因为竞争导致的价格低廉。还有来自于入网客户交 给DT相关服务费用的收费价格削减。（类似运营商的预存 话费换手机，DT提供免费手机，并从客户使用网络缴费中 获得分成。） • 开始以环保为主题，强调可持续性的理念。成为了世界第 一家提供手机环保回收项目的厂家，并取得成功。
4
③The Internet Era
• 2000年，DT成为一家中型3G制造商，投巨 资研发Research & Development符合市场 需求的技术，不断推出新产 • 与Simens, Nokia合资进入新兴市场 • 与合作伙伴一起开发最尖端的产品(cuttingedge) • 看到了中国市场的巨大潜力
HND-GU1 案例分析
Project ---- Case StudyYou are an Investment Services Manager with the Cadogan Bank plc.In this role you assist busy, well-to-do clients by providing solutions to their savings,borrowing and personal insurance needs. The manager of the bank’s Western Bra nch has referred Alexander Flynn and his wife Janet to you.银行的西部分支的经理把亚历山大弗林和他的妻子珍妮特介绍给您。
Alexander, who is 48 years old, is the Company Director and Chief Executive of a softwere company, Graph Design Ltd, that he set up seven years ago whit his best friend, Janmes Emerson.亚历山大， 48岁，是softwere公司的公司董事和首席执行官，有限公司， GraphDesign他创业于七年前与他的最好的朋友， JanmesJanet company has been extremely successful, with a turnover of over £15m last year and profits of £4m. Alexander draws a salary of £420,000 per annum from the business.珍妮特公司是极端成功的，与结束£15m £4m转交去年和赢利。
HND大综合论文
Section 1: Planning第一节:规划1.1 Title of the project1.1项目的冠军The marketing strategy of Nokia in China.营销策略的诺基亚在中国。
1.2 Objectives of the project1.2目标的项目For this project I have been instructed to come up with a marketing strategy for an existing company/product.对于这个项目我奉命想出一个营销策略为现有的公司/产品。
I have chosen to do Nokia, a leader in mobile telecommunications market.我选择做诺基亚,一个领导者在移动通信市场。
Based on the Chinese mobile phone market, this paper investigates Nokia’s marketing strategy and the reason of Nokia’s success.基于中国移动电话市场,探讨诺基亚的营销策略和诺基亚的成功的原因。
Therefore, several sub-objectives would be presented by a guide in this study:因此,将会提出几个分项由一个指导在这研究:l Investigating the marketing mix which has affected the Nokia.l调查营销组合影响诺基亚。
l Exploring the product of the brand position and market segmentationl探索产品的品牌定位和市场细分l Investigating the pricing strategy to be used in mobile telecommunications market of Nokia.l调查定价策略用于移动电信市场的诺基亚。
Enactus优秀案例分析
Enactus优秀案例分析一、国内优秀项目分析（一）、厦门大学——蛎海蛎民1、发现生活，发现问题一切始于2010年夏天，厦大在对福建大梧村的支教过程中，发现废弃的牡蛎壳严重影响了当地人民的生活。
于是他们充分发扬创行人的精神，旨在改变村民生活现状，关注东南沿海贝壳污染问题。
2、深入调查，分析现状厦大创行以大梧村为切入点，积极调研。
大梧村4700人，牡蛎去壳产业可创造2840万元人民币的年收入，但同时每年产生3450吨牡蛎壳垃圾。
这些垃圾引起诸多连锁问题：1.环境污染，垃圾占地，土地质量变化导致植被难以生存，垃圾累积产生恶臭。
2.污染超出生态系统自动净化可以承受的范围，导致政府对牡蛎去壳行业的限制，并导致牡蛎生产养殖业的衰退。
3.海水污染导致牡蛎肉质的下降，自2003年至2009年出口量降低410吨，占03年出口量的21.69%，并引起相关行业的出口额降低1400万元，占03出口额的17.28%，同时政府每年治理污染浪费70万元。
4.垃圾导致蚊虫滋生，引起传染病高发危险。
5.产业衰退导致年轻劳动力的出走，“空巢老人”现象严重，孩童无法接受良好教育。
造成这些问题的主要原因是村民环保意识淡薄，并且政府的处理方法也存在很大问题：1.牡蛎壳倾倒于海中。
即会导致生态污染，较低的处理率（不到5%）也无法解决问题。
2.牡蛎壳二次加工，制作饲料添加剂或附属品。
小作坊加工过程粗糙，设备差，产品质量糟，加工量低（500t/y），技术发展缓慢，易产生二次污染。
3、积极思考，确立目标及对象首先以当地牡蛎壳加工工厂为对象，在发现销量远远小于产量后，多次尝试，历经半年努力却依旧没有成功，在反复思考过后积极改变策略。
厦大创行再次思考后决定扩宽思路，从探索牡蛎壳多种用途入手。
在了解到与闽南人文相似的台湾有技术成熟的贝壳加工工厂，便尝试利用新技术改良产业链，说服政府与台湾接洽，进行技术调整。
由于台湾厂商生产技术熟练但原材料供应不足，厦大创行鼓励台湾方面在大陆建立工厂。
第90讲_综合案例(12)
综合案例及参考分析【综合案例12】资料一C国蓝先生在D国攻读物理学硕士学位期间，兼职于D国一家光伏产业的公司，从事光伏组件的销售业务。
蓝先生熟悉太阳能电极板零部件产品的销售渠道及客户群体，积累了丰富的销售经验及客户资源，善于搜集客户需求信息，并能够根据客户需求对产品提出改进的建议。
2008年蓝先生回国创业，与几位具有丰富行业经验的有识之士按不同比例出资成立了蓝天公司。
蓝天公司认为，石油、煤炭等传统能源都是不可再生能源，而且会产生污染。
太阳能是传统能源重要的替代品，光伏产业作为对太阳能的开发利用，已经被社会接受并获得推崇，国内外市场需求不断攀升，市场潜力巨大。
各国政府鼓励光伏产业发展的政策相继出台。
光伏产业生产技术已被市场认可，企业生产成本与产品价格不断降低。
蓝天公司因此选择生产太阳能光伏电池板，产品主要出口欧洲市场，供光伏设备装机时使用。
蓝天公司的产品在欧洲市场的交易以美元结算，以预防欧元币值的大幅度变动。
蓝天公司的光伏电池板是基于以往积累的客户需求做出的改良产品，研发成本较低，相对市场上的一般产品具有一定的优势。
蓝天公司根据市场变化，不断对产品进行再创新，比同行业的竞争者获得了更高的利润和更多的客户。
在C国，由于近年来国际市场对光伏产品需求的快速增长和光伏产品的丰厚利润，吸引了大量产业资本蜂拥而入。
一些低端制造企业，也从2009年起投资或组建光伏项目，光伏电池板生产企业很多。
蓝天公司基于自身的技术与外销渠道优势，与国内多家光伏电池板生产商达成协议，采用代工模式（OEM），由生产商按照蓝天公司的订单要求，为其提供符合标准的产品。
蓝天公司的主要客户是欧洲太阳能发电企业。
欧洲国家的太阳能发电产业发展迅速，对光伏电池板需求很大，且不断增长，为公司提供了广阔的发展空间。
基于自身优势及市场状况，蓝天公司将收付款模式设定为，在收到合格产品后，支付生产商一半货款，在收到客户全部货款后发货，在客户确认产品无误后，支付生产商剩余货款。
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②The Dawn of the Mobile Era
• 1985年参与拓展了世界第一个北欧移动技术网络 (NMT) • 1986年DT出品了第一个手持电话设备，很快带来 了成功。其售价昂贵主要因为研发费用太高。 • 80年代末就是年代初，欧洲电信市场持续放开， DT主要在欧洲主要各国发展 • DT也关注到了非洲和亚洲，尤其中国市场的开放， 开始大规模进入。 • 为此公司向股东再融资，以支持扩张市场的持续 资金需求。
Appendix 1 Partnership Working
• 技术标准、专业技术组织等
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Appendix 3 DT使命
• The customer deserves service excellence 提供优秀的客 户服务 • We accept that while we are driven by technology we will always aspire to drive technology 发展科技，被科技带动 • There is a tailor-made solution for each and every customer 为每一位客户提供量身定做的服务 • The global community is our local market 全球社区是本 地化市场（意：将每一个市场当做本地市场，做全球统一 最高标准） • Technology can safeguard a green new world 科技保护 绿色新世界（环保优先理念）
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③The Internet Era
• 2000年，DT成为一家中型3G制造商，投巨 资研发Research & Development符合市场 需求的技术，不断推出新产 • 与Simens, Nokia合资进入新兴市场 • 与合作伙伴一起开发最尖端的产品(cuttingedge) • 看到了中国市场的巨arketing, DT在中国适合 不适合使用4P策略 • 经济学的需求理论
–影响需求的因素以及怎么影响
• Source of finance企业融资的 方式，及每一种的优缺点（适 用条件）
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①The Early Years
• UK CarCom作为邮局的全资子公司，创立 于1971年，后成为上市公司plc • British Telecom后来从邮局手中获得其股份 • 1984年，UK CarCom股票被全部卖掉，成 为一家主要由英国机构投资者所有的上市 公司 • 私有化后，恰逢英国的"去监管化 （deregulation）从而进入了电信行业，主 做汽车通讯技术 • 在欧洲使用同一品牌，更名为DT。
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⑤Expansion into the Chinese Market
• 中国市场极大，增长迅猛，DT与西门子的合资公司 限于中国政府政策要求，从而与华为合作，进入中国 市场。 • 中国合作商不仅可以帮助解决文化差异，在品牌接受 度等问题上也可有很大作用。 • 同时因为华为，DT与西门子可以在中国投产大型生 产线，可供全球货源。单价成本比欧洲生产线低廉。 • 一旦中国电信部批准，DT和西门子的合资公司将购 买华为的一部分股份。之后便会将重点放在客户需求 上。 • 两家公司必须准备大量的融资，以支持持续增长的目 7 的。
Diamond Telecommunications Plc — Case Study
5-10遍 2015.5
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Diamond Telecommunication
① The Early Years 开端的DT ② The Dawn of the Mobile Era 移动时代的 黎明 ③ The Internet Era 互联网时代 ④ Reorganisation DT重组 ⑤ Expansion into the Chinese Market 中国 市场
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④Reorganisation
• 2001年开始,因为激烈的竞争，DT开始重组，设立了几个 核心业务部门（见附件2） • 重组后，DT开始经销其他厂家产品，而DT本身的手机部 门也获批进入更大的市场进行销售。 • 销售策略的改变使得越来越多的客户青睐DT的产品 • 大量宣传投入使成长显著，但销售和利润增长却并不理想。 主要是因为竞争导致的价格低廉。还有来自于入网客户交 给DT相关服务费用的收费价格削减。（类似运营商的预存 话费换手机，DT提供免费手机，并从客户使用网络缴费中 获得分成。） • 开始以环保为主题，强调可持续性的理念。成为了世界第 一家提供手机环保回收项目的厂家，并取得成功。