国际商务管理 Topic 6ppt课件.ppt

1 Topic6 BusinessAnalysisModels 2 Timearrangement 2periodsAims Tolearntwobusinessanalysismodels SWOTandPEST TomastersomeusefulphrasesandexpressionsconcerningbusinessactivityinEnglish 3 Keywordsandphrases 1 SWOTanalysismodel2 internalstrengths3 internalweakness4 externalopportunities5 externalthreats6 PESTanalysismodel7 spendingpatterns8 fiscalpolicy9 monetarypolicy10 agingpopulation11 birthrates12 IT 13 4 WhatisSWOTanalysis SWOTanalysisinvolvestheinternalstrengthsandweaknessesofabusinessandexternalopportunitiesandthreats It susedtoanalyzethepossibleinternaladvantagesandproblemsthatabusinesshasandtodeterminatetheexternalfactorsofthebusiness Thepurposeistoconductageneralandquickexaminationofabusiness scurrentpositionandhelpthebusinesstodeveloporplanadirectionofdevelopmentofaproperstrategyinfuture 5 Wal MartSWOTANALYSIS Strengths Wal Martisapowerfulretailbrand Ithasareputationforvalueformoney convenienceandawiderangeofproductsallinonestore Wal Marthasgrownsubstantiallyoverrecentyears andhasexperiencedglobalexpansion forexampleitspurchaseoftheUnitedKingdombasedretailerASDA Thecompanyhasacorecompetenceinvolvingitsuseofinformationtechnologytosupportitsinternationallogisticssystem Forexample itcanseehowindividualproductsareperformingcountry wide store by storeataglance ITalsosupportsWal Mart sefficientprocurement Afocusedstrategyisinplaceforhumanresourcemanagementanddevelopment PeoplearekeytoWal Mart sbusinessanditinveststimeandmoneyintrainingpeople andretainingadevelopingthem 6 Weaknesses Wal MartistheWorld slargestgroceryretailerandcontrolofitsempire despiteitsITadvantages couldleaveitweakinsomeareasduetothehugespanofcontrol 管理 控制幅度 SinceWal Martsellproductsacrossmanysectors suchasclothing food orstationary itmaynothavetheflexibilityofsomeofitsmorefocusedcompetitors Thecompanyisglobal buthashasapresenceinrelativelyfewcountriesWorldwide 7 Opportunities Totakeover mergewith orformstrategicallianceswithotherglobalretailers focusingonspecificmarketssuchasEuropeortheGreaterChinaRegion Thestoresarecurrentlyonlytradeinarelativelysmallnumberofcountries Thereforetherearetremendousopportunitiesforfuturebusinessinexpandingconsumermarkets suchasChinaandIndia NewlocationsandstoretypesofferWal Martopportunitiestoexploitmarketdevelopment Theydiversifiedfromlargesupercentres tolocalandmall basedsites OpportunitiesexistforWal Marttocontinuewithitscurrentstrategyoflarge supercentres 8 Threats Beingnumberonemeansthatyouarethetargetofcompetition locallyandglobally Beingaglobalretailermeansthatyouareexposedtopoliticalproblemsinthecountriesthatyouoperatein Thecostofproducingmanyconsumerproductstendstohavefallenbecauseoflowermanufacturingcosts Manufacturingcosthavefallenduetooutsourcing 外包 tolow costregionsoftheWorld Thishasleadtopricecompetition resultinginpricedeflationinsomeranges Intensepricecompetitionisathreat Wal MartStores Inc istheworld slargestretailer with 256 3billioninsalesinthefiscalyearendingJan 31 2004 Thecompanyemploys1 6millionassociatesworldwidethroughmorethan3 600facilitiesintheUnitedStatesandmorethan1 570units more GotoWal MartFactsDisclaimer Thiscasestudyhasbeencompiledfrominformationfreelyavailablefrompublicsources Itismerelyintendedtobeusedforeducationalpurposesonly Outsourcing 一个机构的内部IT基础设施 工作人员 进程或应用转交给一个拥有资源的外部机构 如ASP等 9 SWOTanalysisinNikeStrengths Nikeisaverycompetitiveorganization PhilKnight FounderandCEO isoftenquotedassayingthat Businessiswarwithoutbullets Nikehasahealthydislikeofiscompetitors AttheAtlantaOlympics Reebokwenttotheexpenseofsponsoringthegames Nikedidnot HoweverNikesponsoredthetopathletesandgainedvaluablecoverage Nikehasnofactories Itdoesnottieupcashinbuildingsandmanufacturingworkers Thismakesaveryleanorganization Nikeisstrongatresearchanddevelopment asisevidencedbyitsevolvingandinnovativeproductrange Theythenmanufacturewherevertheycanproducehighqualityproductatthelowestpossibleprice Ifpricesrise andproductscanbemademorecheaplyelsewhere tothesameorbetterspecification Nikewillmoveproduction Nikeisaglobalbrand ItisthenumberonesportsbrandintheWorld Itsfamous Swoosh isinstantlyrecognisable andPhilKnightevenhasittattooedonhisankle 10 Strengths 耐克是一家极具竞争力的公司 耐克公司创建者和CEO菲尔 耐特 PhilKnight 最常提及的一句话便是 商场如战场 耐克公司不会敌视它的竞争对手 亚特兰大奥运会时 锐步公司是奥运会的赞助商 而耐克公司并不是 然而 耐克公司赞助了顶级的运动员 并得到了有价值的报导 耐克公司没有自己的工厂 它不会为厂房和工人们所束缚 这使耐克得以成为一个精简的组织 耐克公司的优势在于研发 这一点可以从它不断发展和创新的产品系列可以看出 然后耐克会在任何用可能的最低成本生产高质量产品的地方进行外包生产 如果当地生产成本上升了 而其他地区生产更为便宜 相对于同样或更好的产品规格 耐克就会转移到那里外包生产 耐克是一个全球品牌 它是世界上排行第一的运动品牌 耐克的著名标志 Swoosh 一经问世 迅速为世人所知 菲尔 耐特甚至把它纹在脚踝处 11 Weaknesses Theorganizationdoeshaveadiversifiedrangeofsportsproducts However theincomeofthebusinessisstillheavilydependentuponitsshareofthefootwearmarket Thismayleaveitvulnerableifforanyreasonitsmarketshareerodes Theretailsectorisverypricesensitive NikedoeshaveitsownretailerinNikeTown However mostofitsincomeisderivedfromsellingintoretailers Retailerstendtoofferaverysimilarexperiencetotheconsumer Canyoutellonesportsretailerfromanother SomarginstendtogetsqueezedasretailerstrytopasssomeofthelowpricecompetitionpressureontoNike 12 劣势 耐克公司的运动产品范围广泛 多样 然而 公司的收入仍然主要依赖于它在鞋类市场的份额 如果为任何原因鞋类的市场份额萎缩 会使其受到很大影响 零售部门对价格非常敏感 耐克公司在NikeTown里有它自己的零售商 然而 耐克的主要收入源于向其他零售商提供产品 零售商们趋向于向顾客提供非常相似的经历体会 你能区别出不同的零售商吗 所以 当零售商们设法将一部分低价竞争压力转嫁给耐克公司时 公司的利润就会遭受挤压 13 Opportunities ProductdevelopmentoffersNikemanyopportunities ThebrandisfiercelydefendedbyitsownerswhomtrulybelievethatNikeisnotafashionbrand However likeitornot consumersthatwearNikeproductdonotalwaysbuyittoparticipateinsport Somewouldarguethatinyouthcultureespecially Nikeisafashionbrand Thiscreatesitsownopportunities sinceproductcouldbecomeunfashionablebeforeitwearsouti e consumersneedtoreplaceshoes Thereisalsotheopportunitytodevelopproductssuchassportwear sunglassesandjewellery Suchhighvalueitemsdotendtohaveassociatedwiththem highprofits Thebusinesscouldalsobedevelopedinternationally buildinguponitsstrongglobalbrandrecognition Therearemanymarketsthathavethedisposableincometospendonhighvaluesportsgoods Forexample emergingmarketssuchasChinaandIndiahaveanewrichergenerationofconsumers TherearealsoglobalmarketingeventsthatcanbeutilisedtosupportthebrandsuchastheWorldCup soccer andTheOlympics 14 Opportunities 产品的不断研发给耐克公司带来了很多机会 耐克品牌有很多坚定的拥护者 他们坚信耐克不是一个流行品牌 然而 无论喜不喜欢 那些使用耐克产品的消费者并不总是购买该产品参加体育运动 另一些人会持反对观点 他们认为尤其是在年轻人的观点中 耐克是一个流行品牌 这本身就是一种机会 因为鞋子在穿坏之前就会变得不流行了 这也就意味着消费者需要换新鞋 开发运动服装 太阳镜和珠宝等新产品 对耐克公司来说 也是一种机会 这种高价物品和高利润直接相关 由于耐克全球品牌的高度认知 耐克公司的业务得以在国际间开拓 这里存在着市场空间 高收入人群可以任意消费高价体育商品 例如 中国和印度等国出现了新的一代富有消费者的市场 此外还可以利用全球销售事件来支持品牌 比如足球世界杯和奥运会等 15 Threats Nikeisexposedtotheinternationalnatureoftrade Itbuysandsellsindifferentcurrenciesandsocostsandmarginsarenotstableoverlongperiodsoftime SuchanexposurecouldmeanthatNikemaybemanufacturingand orsellingataloss Thisisanissuethatfacesallglobalbrands Themarketforsportsshoesandgarmentsisverycompetitive ThemodeldevelopedbyPhilKnightinhisStamfordBusinessSchooldays highvaluebrandedproductmanufacturedatalowcost isnowcommonlyusedandtoanextentisnolongerabasisforsustainablecompetitiveadvantage CompetitorsaredevelopingalternativebrandstotakeawayNike smarketshare Asdiscussedaboveinweaknesses theretailsectorisbecomingpricecompetitive Thisultimatelymeansthatconsumersareshoppingaroundforabetterdeal Soifonestorechargesapriceforapairofsportsshoes theconsumercouldgotothestorealongthestreettocomparepricesfortheexactlythesameitem andbuythecheaperofthetwo SuchconsumerpricesensitivityisapotentialexternalthreattoNike Ifyouhaveabody youareanathlete BillBowermansaidthisacoupleofdecadesago Theguywasright Itdefineshowheviewedtheworld anditdefineshowNikepursuesitsdestiny Oursisalanguageofsports auniversallyunderstoodlexiconofpassionandcompetition AlothashappenedatNikeinthe30yearsMore 16 Threats 耐克公司受困于国际贸易 它用不同的货币购买和销售产品 因此成本和利润不能保持长期稳定 这种影响意味着耐克公司也许会亏本生产和 或 销售 这是所有全球品牌都面临的问题 体育用鞋和体育服装的市场竞争非常激烈 菲尔 耐特在斯坦福商学院时所创立的模式现在正被广泛应用 而且这个模式已经不再是可持续性竞争优势的基础了 竞争对手们正在创建可替代的名牌来夺走耐克的市场份额 由于上述所讨论的威胁 零售部门正在变成价格竞争 这最终意味着消费者正在货比三家 寻求更为划算的交易 所以 如果一家商店对一双运动鞋作出标价 消费者会沿街去另一家商店比较同一双鞋的价格 然后选择其一购买 这种消费者价格敏感性成为耐克公司的一个外部潜在威胁 17 SWOTAnalysisModel Internalstrengths StrongpointsthatabusinesshasExternalopportunities Directionsthatthebusinesscouldprofitablytake internalweaknesses ProblemsthatthebusinesshasatpresentExternalthreats Thingsthatarelikelytocausedangertothebusiness 18 ExamplesforSWOTAnalysisModel Strengths GoodbrandimageWell knownnameGoodreputationCostadvantageinproductionHighmarketshareConfidenceinthemarketCustomerloyaltyorrepeatbusinessMoreadvancedtechnologyandR D 19 Weaknesses IneffectiveinproductionFallingprofitFallingsalesoftheproductDecliningageofthelifecycleofaproductPoorreputationLackofinnovationandchangeLackofadequatecapitalorhavingsomefinancialproblemsCustomers losingconfidenceorincreasingcomplaintsonthebusinessPoormanagementorinefficientorganizationalstructure 20 Opportunities PossibledevelopmentofnewproductsExpansionintonewmarketsDevelopmentofaglobalbrandJointdevelopmentwithothercompaniesPossiblegrowingdemandforaproductinthemarketPossiblegovernmentpoliciesencouragingthegrowthofthebusinessanditscertainproductsNewsourcesofprofitorincome 21 Threats ChangesinlaworregulationwhichmayprofitoraffecttheproductionofabusinessGrowingcompetitionfromlocalcompaniesIncreasingcompetitionfromforeigncompetitorsNewproductsdevelopedbyothercompanieswhichmayreplacetheproductofthebusinessMarketingactivitiesorstrategieswhichwillbeimplementedbycompetitors 22 WhatisPESTanalysis Itisananalysismodelexaminingtheexternalenvironmentandtheglobalfactorsthatmayaffectabusiness Itprovidesaquickunderstandingoftheexternalpressuresfacingabusinessandtheirpossibleconstraintsonitsstrategy 23 PESTAnalysisandmajorAreasofConsideration Political tofindhowpoliticaldevelopment locally nationally internationallyaffectedthestrategyofabusinessLegislationandregulatoryactivities ConsumerlawsandregulationPoliticalpressuresGovernmentviewsofcertainbusinessactivities 24 政治法律环境 PoliticalFactors 政治环境包括一个国家的社会制度 执政党的性质 政府的方针 政策 法令等 不同的国家有着不同的社会性质 不同的社会制度对组织活动有着不同的限制和要求 即使社会制度不变的同一国家 在不同时期 由于执政党的不同 其政府的方针特点 政策倾向对组织活动的态度和影响也是不断变化 25 Economic tofindhoweconomicfactorsmayaffectthebusiness Consumeractivities suchasspendingpatternsEconomicconditionsGovernmentpoliciesThechangesinproductionandlabormarket 26 经济环境主要包括宏观和微观两个方面的内容 宏观经济环境主要指一个国家的人口数量及其增长趋势 国民收入 国民生产总值及其变化情况以及通过这些指标能够反映的国民经济发展水平和发展速度 微观经济环境主要指企业所在地区或所服务地区的消费者的收入水平 消费偏好 储蓄情况 就业程度等因素 这些因素直接决定着企业目前及未来的市场大小 27 Social tofindwhatcompetitiveadvantageabusinessmaygainbysocialchanges Socialissue currentandpotentialsocialissuesandtheireffectsontheindustryAgingpopulationtrend se