业务层战略(2)

1、PART 2: FORMULATION OF STRATEGIC ACTIONSCHAPTER 4:BUSINESS-LEVEL STRATEGYIRELAND | HOSKISSON | HITTTHE MANAGEMENT OF STRATEGYCONCEPTS AND CASES 10E1第篇:战略规划第4章:业务层战略IRELAND | HOSKISSON | HITTTHE MANAGEMENT OF STRATEGYCONCEPTS AND CASES 10E2KNOWLEDGE OBJECTIVESDefine business-level strategyDiscuss the

2、 relationship between customers and business-level strategies in terms of who, what, and how.Explain the differences among business-level strategies.345引子企业如何盈利企业盈利能力分析 U-C = Value addedUtility U-P = Consumer surplusPrice P-C = ProfitCost 6什么是业务层战略？Business-level strategies7An integrated and coordin

3、ated set of commitments and actions the firm uses to gain a competitive advantage by exploiting core competencies in specific product markets.在具体的产品市场上，公司用来开发核心竞争力以获得竞争优势的一系列相互整合、协调的约定和行动。8顾客与业务层战略之间的关系92013 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole o

4、r in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use.CUSTOMERS: THEIR RELATIONSHIP TO BUSINESS-LEVEL STRATEGIESKEY ISSUESinBUSINESS-LEVELSTRATEGYWho will be served?What needs will be satisfied

5、?How will those needs be satisfied?10MARKET SEGMENTATIONA process used to cluster people with similar needs into individual and identifiable groupsWHO: DETERMINING THE CUSTOMERS TO SERVE ConsumerMarketsIndustrialMarkets11消费需求差异性奶油甜度同质偏好奶油甜度分散偏好奶油甜度集群偏好12CUSTOMERS: THEIR RELATIONSHIP TO BUSINESS-LEVE

6、L STRATEGIESEFFECTIVELY MANAGINGRELATIONSHIPS WITHCUSTOMERSREACH Access and Connection to CustomersRICHNESSDepth and Detail of Two-Way Flow of Information Between the Firm and CustomerAFFILIATIONFacilitating Useful Interactions With Customers13Types of business-level strategies业务层战略的类型14矩阵分类方法：描述事物的

7、主要特征指标两两组合15五种业务层战略 P99图 4.2 五种业务层战略16五种业务层战略1、成本领先2、差异化3、聚焦成本领先4、聚焦差异化5、整合成本领先/差异化171819一、成本领先战略COST LEADERSHIP STRATEGY20COST LEADERSHIP STRATEGYAn integrated set of actions taken to produce goods or services with features that are acceptable to customers at the lowest cost, relative to that of co

8、mpetitors with features that are acceptable to customers。是指通过采取一整套行动，以低于竞争对手的成本，为顾客提供可接受的、具有某种特性的产品或服务 。21COST LEADERSHIP STRATEGY（1）仔细检查成本活动，识别成本。（2）根据成本源，实施成本控制活动。谋求成本优势成功关键点：想方设法降低成本221、Identify cost activities 识别成本活动The cost activities within the enterprise企业内成本活动The cost activities between the

9、enterprise企业间成本活动23企业内部成本活动：价值链活动 P103 图 4.3 与成本领先战略相关的增值活动24企业间的成本活动25谋求成本优势Two ways：Do the things right_A: Cost elements control有效率地做事：方式一控制成本要素，在各项价值活动方面，较之竞争对手更富效率。Do the right things _B: Rebuild the value chain做有效率的事：方式二重塑价值链：省略或简化那些高成本低附加值的活动，改造价值链。26Do the things right有效率地做事A: Cost elements c

10、ontrol降低采购成本科学管理，简化生产流程或进行流程创新利用高效的生产设备使服务成本最小化建立规模经济27The cost activities within the enterprise28Do the right things做有效率的事B: Rebuild the value chain 方式二重塑价值链：删除价值活动利用直销改变传统营销方式简化价值活动简化产品设计聚焦于有限产品系列业务流程再造供应商关系管理：联合库存、供应商管理库存29成本领先战略案例聚焦：P102沃尔玛、多乐和亚马逊：谁是成本领先者30成本领先战略:战略聚焦沃尔玛、Dollar Store和亚马逊：谁买谁的午餐？

11、 沃尔玛为了抢占塔吉特的市场份额而引入有机食品，重新设计商场的通道，减少商品种类，进而导致部分商品的价格上涨，偏离了原有的成本领先战略。 意识到错误后，沃尔玛重新聚焦于低成本和低价格，增加了产品的种类，还新开了40家便捷购物店 沃尔玛还能重新获得市场上的成本领先地位吗？31成本领先战略条件： Relatively standardized productsFeatures acceptable to many customersLowest competitive price相对标准化的产品多数顾客可接受的特征竞争性的低价格32DIFFERENTIATION STRATEGY二、差异化战略33

12、DIFFERENTIATION STRATEGYFirms seek to be different from competitors on as many dimensions as possible。是指以顾客认为重要的差异化方式来生产产品或提供服务（以可接受的成本）的一系列整合行动 。34DIFFERENTIATION STRATEGY35DIFFERENTIATION STRATEGY谋求差异化优势（1）仔细分析顾客需求与产品特征，识别差异化源。（2）根据差异化源，实施差异化塑造活动。谋求差异化优势成功关键点：提供与众不同的产品，让顾客感知差异化36识别差异化源The source o

13、f differentiation:Outside : the brand, appearance, price外显的差异化：品牌、外观、价格Inside : quality, service, construction内在的差异化：质量、服务、构造37让顾客感知差异化The difference of customer perception顾客感知的差异化The difference in ways that are important to customers 顾客认为重要的差异化38塑造差异化：内部价值链活动界面活动39差异化战略：价值链活动图4.4 与差异化战略相关的增值活动40为实现

14、差异化而进行价值链重塑高度发达的管理信息系统强调质量向具有创造力和生产力的员工提供补偿利用主观业绩评价方法基础研究能力技术高质量的原材料产品交付更好地对输入原材料进行处理具有吸引力的产品 对顾客特殊需求的快速反应订单处理程序顾客信用个人关系41差异化价值的传递：让顾客感知差异化顾客只会为他感知的价值付钱差异化是顾客感知的差异化差异化战略注意：客观差异：技术创新+价值信号传递主观差异：广告和服务42TCL的女士（SHE）电脑43Focus strategies三、聚焦战略44FOCUSED STRATEGIESAn integrated set of actions taken to produ

15、ce goods or services that serve the needs of a particular competitive segment。是指通过一系列行动来生产产品或提供服务，以满足特定的竞争性细分市场的需求。45Types of Business-Level Strategies (N=5) (Contd)There are two “Focus” strategies (# 3 and 4)In general, the firms core competencies used to serve the need of a particular industry seg

16、ment or niche to the exclusion of others.46Focus strategy examplesBuyer groupsYouths/senior citizensProduct line segmentsProfessional painter groupsGeographic marketsWest vs. East coast473. Focused Cost LeadershipCompetitive advantage: Low-costCompetitive scope: Narrow industry segmentI.e., IKEA: Good design (furniture) at low prices484. Focused DifferentiationCompetitive advantage: DifferentiationCompetitive