战略管理课程

路漫漫其修远兮, 吾将上下而求索
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•11
Four Elements of Strategy
Market and Products Growth Vector Competitive Advantage Synergy:Total outcome are more than
sum of all parts.
product/market
•?
•1 •Where should we compete？（Which markets
， and which segments should we concentrate on
•2 ？ •W）hat products should we compete with
•3 ？•How will we gain sustainable competitive advantage in these chosen markets？
路漫漫其修远兮, 吾将上下而求索
•9
Kenneth R．Andrews’ Definition
The Concept of Corporate Strategy, 1971
Strategy is target, intent, purpose, and the model of which a firm formulates main policies and plan in order to achieving the target. The model defines the business scope which the firm is doing, and should do. The model also defines the business type which the firm is in, and should be in.
activities .
•?Address the Questions ？
路漫漫其修远兮, 吾将上下而求索
Which businesses to be in ？
How to run them? •6
•Competitive Strategy
•How to achieve sustainable competitive advantage in given
路漫漫其修远兮, 吾将上下而求索
•12
Understanding Synergy
•Suppose •Oi—Cost of Product i
Fra Baidu bibliotek
•Si– Sales of Product i
•(ROI)--Return on Investment
•Suppose ROI of Company i’ product Pi is as follow
•Marketin
g strategy
路漫漫其修远兮, 吾将上下而求索
•Financial strategy
•Personne l strategy
•And so
forth
•8
Section 2: Definitions of Strategy
Kenneth R.Andrews H.I.Ansoff H.Mintzberg Our definition
路漫漫其修远兮, 吾将上下而求索
•10
H.Igor.Ansoff’ Definition
Corporate Strategy, 1965
The strategy is a common business line throughout the firm’s business, products and market. It defines the basic nature of the business that a firm is doing, and plans to do.
路漫漫其修远兮, 吾将上下而求索
•3
Classification of Strategy
•Macro level
•Enterprise level
路漫漫其修远兮, 吾将上下而求索
•National Economy
•Local Economy
•Industrial Economy
•Corporate Strategy •SBU’s Strategy •Functional
•4
The Three Levels of Strategy
•Corporat e
•SBU s
•Function
s路漫漫其修远兮,
吾将上下而求索
•5
•Corporate Strategy •Thise way a company creates value
through the configuration and coordination of its multi-market
战略管理课程
路漫漫其修远兮, 吾将上下而求索
2020年4月14日星期二
Chapter 1: An Introduction To
Strategic Management
•S •T •R •A •T
•E •G •Y
路漫漫其修远兮, 吾将上下而求索
•2
Section 1:What is Strategy
路漫漫其修远兮, 吾将上下而求索
•7
•Functional strategy •is concerned with interpreting the role of the function or department in delivering the competitive strategy
•Every Competitive Strategy Can be Translated into Congruent X Strategies
In Ancient •Besiege Wei rescue Zhao
China
•Pretend to advance along one path while secretly going along another; do one thing under cover of another.
In Greece: Strategos means arts and science that a general command and direct army.