Business-Strategy-chapter-1PPT课件.ppt

BusinessStrategy WednesdayFebruary19 2014 1 CONTENTS 2 PartA StrategyFormulation 1Objectives目标2Theexternalenvironment外部环境3Internalanalysis内部 条件 分析4Strategypositioning 策略5Strategypositioning 3 Chapter1 Objectives 4 Yourobjectives TheimportanceandfunctionsofobjectivesintheformulationofstrategyThehierarchyofobjectivesThestagesinsettingmeaningfulobjectivesThepurposeandcomponentsofamissionThedifferencesbetweendifferenttypesofobjectivesTheinfluenceofstakeholders 5 1 1Theroleandfunctionofobjectives含义 重要性 及功能 6 1 1Theroleandfunctionofobjectives Objectivesarethespecificoutcomes 特定的结果 thatanorganizationwishestoachievebycarryingoutitsactivities precisely准确地 精确地 Aims Tendtoapplytovaguestatements 模糊的陈述 概念 ofintentwhichcannotbedefined Goals Withasimilarmeaningtoobjectives 7 Thefunctionofobjectives Breakdown 分解 theoverallobjectivestodifferentlevelProvideclearstatements 准确的陈述 Provideafocus 重心 焦点 forallactivityProvidetargets 目标 任务 forbothindividualandgroupachievementFacilitate 便于 thecontrolofactualperformanceProvideabasisforevaluation为评价提供标准 基准 8 Activity1 Listthreelikelyconsequencesofoperatinganorganizationwherethereareneveranyclearobjectives 列举出三个组织运行缺乏明确目标的后果 9 1 2Ahierarchy 分级 层次 ofobjectives Allobjectivesshouldrelatetothecoreobjectivesoftheorganizationasawhole 10 Activity2 Writedownsomerealistic 实际的 可行的 objectivesforyourstudyprogram a Long term bytheendoftheacademicyear 学年 b Medium term bytheendofthecurrentterm 学期 c Short term bytheendofthenextweek 周Trytoplacetheseintoahierarchytoseehowtheyrelatetoeachother 11 1 3Businessgoalsandobjectives Goals theintentionbehinddecisionsoractions thestatesofmindsthatdriveindividualsororganizationstodowhattheydo a Operationalgoalscanbeexpressedasobjectives Hereisanexample Anoperationalgoal Cutcosts Theobjective Reducebudgetby5 b Non operationalgoalsAuniversity sgoalmightbetoseektruth Notallgoalscanbemeasured 12 1 3Businessgoalsandobjectives PrimaryandsecondaryobjectivesLong andshort termobjectivesFinancialobjectivesMultipleobjectivesCorporateobjectivesandunitobjectivesTechnologicalgoalsProduct marketgoals 13 1 3Businessgoalsandobjectives Primaryandsecondaryobjectives主要 次要目标Someobjectivesaremoreimportantthanothers Inthehierarchyofobjectives thereisaprimarycorporateobjectiveandothersecondaryobjectiveswhichshouldcombinetoensuretheachievementofoverallcorporateobjective 14 1 3Businessgoalsandobjectives Long andshort termobjectives长期 短期目标Objectivesmaybelong termandshort term Acompanythatissufferingfromarecession衰退initscoreindustries产业andmakinglossesintheshort termmightcontinuetohavealong termprimaryobjectiveofachievingagrowthinprofits利润增长 butintheshort termitsprimaryobjectivemightbesurvival存活 15 1 3Businessgoalsandobjectives Financialobjectives金融目标ForbusinessintheUK theprimaryobjectiveisconcernedwiththereturn回报tostakeholders利益相关者 Financialobjectiveswouldincludethefollowing Profitability盈利能力 Returnoninvestment RQI orreturnoncapitalemployed ROCE 投资回报 资本回报 Shareprice earningspershare dividends股份价格 每股收益 分红 Growth 经济 增长 16 1 3Businessgoalsandobjectives Multipleobjectives多重目标Afirmmightidentifyseveralobjectives Scopeforgrowthandenhancecorporatewealth Maintainingapolicyofpayingattractivebutnotover generousdividends Maintaininganacceptablelevelofborrowing 17 1 3Businessgoalsandobjectives Corporateobjectivesandunitobjectives企业目标 单位目标 a CorporateobjectivesProfitabilityMarketshare b Unitobjectives FromthebusinessworldIncreasingthenumberofcustomersby10 FromthepublicworldRespondingmorequicklytoemergencycalls 18 1 3Businessgoalsandobjectives Technologicalgoals技术目标 a Acommitmenttoproductdesignandproductionmethods产品技术和生产工艺 方法 usingcurrentandnewtechnology b Acommitmenttoimprove 产品 升级currentproductsthroughresearchanddevelopment研发work c Acommitment承诺 许诺toaparticularlevelofquality 19 1 3Businessgoalsandobjectives Product marketgoals产品市场目标 a Marketleadership市场领导力 b Coverage市场份额 覆盖率 c Positioning市场定位 d Expansion市场扩张 20 1 4Settingobjectives制定目标 Settingobjectivesisastage by stageprocess 1Agreetheobjectives统一制定目标2Prioritizetheobjectives目标分级3Definetheactivitiesandtasks制定活动和任务4Agreestandardsofperformance确定绩效考核标准5Allocategoals6Setandtimetableperformancecriteria制定并计划绩效考核标准 21 AusefulwaytothinkofthecriteriaforsettingobjectivesistousethemnemonicSMART Specific具体的Measurable可以衡量的Agreed认可的 一致的Realistic可行的 现实的Timetabled有时限的 22 Example SettingobjectivesforamarketingprojectReadingtheexampleinthetextbook 23 2Mission 24 2 1Whatisamission Amissiondescribesanorganization sbasicfunctioninsociety butoriginallythetermusedtodescribespecificjourneysmadetodiscoversomewhereorsomething ortospreadknowledgeandbelief suchasthejourneysmadebymissionariestospreadreligion 25 Activity3 Writeashortmissionstatementforeachofthefollowing 1Anelectronicscompany电力公司2Auniversityoracollege高校3Alocalauthoritydaycentrefortheelderly疗养院 养老院4Acharityforthehomeless收容所5Acharityforconservationofthecountryside农村保护的慈善机构 Explainbrieflyhowthenatureandcontent类型和内容ofthemissionstatementmaybedifferentindifferentsortsoforganizations 26 2 2Missionstatements任务的陈述 Thiswrittendeclarationofanorganization scentralmissionisausefulconceptthatcan a Provideareadyreferencepoint参照againstwhichtomakedecisions b Helpguardagainsttherebeingdifferent andpossiblemisleading误导的 interpretations理解oftheorganization sstatedpurpose c Helptopresentaclearimageoftheorganization企业形象forthebenefitofcustomersandthegeneralpublic公众 27 2 2Missionstatements Mostmissionstatementswilladdresssomeofthefollowingaspects a Theidentity身份 特征ofthepersonforwhomtheorganization b Thenatureofthefirm sbusiness公司业务的类型 产品 服务 c Waysofcompeting竞争手段 d Principlesofbusiness商业原则 e Commitmenttocustomers对客户的承诺 28 Anumberofquestionsneedtobeconsideredwhenamissionstatementisbeingformulated规划 阐释 Whoistobeservedandsatisfied Whatneedistobesatisfied Howwillthisbeachieved Privatesectororganizations私人部门Publicsectororganizations公共部门Voluntaryandcommunitysectororganizations志愿者组织 社会团体 29 Discussion Whatimportantfeaturesaremissionstatementsofthefollowingorganizationslikelytoinclude a Aninternationalaidorganization国际救助组织thatseekstocombatfamingworldwide b Atradecompany贸易公司 whichisasubsidiarycompany子公司oftheabove andraisesfunds筹集基金throughshopsforthecharity swork c Ahighstreetbank d Adistinctcouncil委员会 市政服务机构 e Acompanyspecializingindesigningandmanufacturinginnovativemicrochips设计和生产芯片的公司 30 3Otherobjectives 31 3 1Corporateobjectives企业目标 Corporateobjectivesshouldrelatetothosefactorsthatdetermineanorganization ssuccess Theyaretypicallythefollowing Marketshare市场份额Growth增长Profitability盈利能力Cash flow现金流Survival生存Growthinpaymentstostakeholders股东 利益相者 报酬的增长Customersatisfaction客户 消费者 满意度Qualityofproducts services产品 服务的质量Industrialrelations产业联系 32 Example possiblecorporateobjectives Toincreasemarketshare提高市场份额withinthecountryto35 ofallsalesbytheendofthenextfinancialyear Thisistobeachievedthroughacombinationofproductdevelopmentandintensivemarketing Toincreasetheprofitability提高盈利能力ofthecompanyby12 overlastyear sfiguresthroughimprovedproductionmethods改进生产方法 increasesales增加销量 andincreaseprofitmarginpersale提高产品边际利润 33 Activity4 Youareresponsibleforstrategicplanninginacollegeoffurthereducation继续教育thatisplanninganexpansionprogramoverthenextfiveyears Considertheissuesthatarelikelytobeaddressedinitscorporateobjectivesand usingtheexamplegivenaboveasguidelines writeouttheobjectivesyoushouldincludeinaplanningreport 34 Subsidiaryorsecondaryobjectives子目标 次级目标 Whateverprimaryobjectiveorobjectivesareset subsidiaryobjectiveswillthenbedevelopedbeneath低于 根据them a Corporatelevel公司 企业层面 b Departmentallevel部门层面 c Efficienteconomicoperationlevel个人层面 操作执行层面Figure1 2 secondaryobjectives 35 3 2Functionalobjectives部门目标 Functionalobjectivesarespecifictoindividualunits独立的单位 部门ofanorganization andareoftenassociatedwiththetactical策略的oroperational操作性的aspectsofanorganization sactivities Theymightrelatetoadepartment asectionorateam dependinguponthesizeoftheorganizationandthewaythatitisstructured Herearesometypicalexamplesoffunctionalobjectives 36 3 2Functionalobjectives a Fromthecommercialworld 商业部门 Increasingthenumberofcustomersbyx salesdepartment 销售部 Reducingthenumberofrejectsby50 productiondepartment 生产部 Producingmonthlyreportsmorequickly withinfiveworkingdaysoftheendofeachmonth managementaccountingdepartment 管理会计部 37 3 2Functionalobjectives b Fromthepublicworld 公共部门 Increasingthenumberofplacesatnurseryschools幼儿园byx educationdepartment 教育部门 Respondingmorequicklytocalls ambulanceservice fireservice 救护 医疗 消防部门 38 3 2Functionalobjectives c Fromthevoluntaryworld 志愿组织 社会团体 Raising xfromvarioussources Increasingmembership会员byx Implementingandmaintaininganeffectiveequalopportunityprogram 39 3 3Individualobjectives个人目标 Therearebasicallytwotypes a Task relatedobjectives任务导向型目标dealonlywithaspectsofworkperformance工作绩效 b self developmentobjectives个人发展目标mayeitherbepartofacareerdevelopmentprogram职业生涯发展项目orbeassociatedwiththefulfillmentofpersonalambitions个人抱负的实现 40 Activity5 Anorganizationinyourarea uses self directedtraining andasksallmanagerstoaskthemselvesthequestion wheredoIexpecttobeintwoyears Thetrainingprogramgivesallemployeestheopportunitytodirect指导theircareers Supposethatyouhaverecentlyleftcollegeandstartedajobasamanagementtrainee管理培训生 Youareduetohaveaninterviewwiththetrainingofficerwhohasaskedyouforashortmemo备忘录settingout a yourpersonalobjectivesforthenextyearand b astatementofwhereyouexpecttobeintwoyears Writethememorandum 41 4Stakeholders 42 4 1Theeffectofstakeholders Therearetwoaspectsofstakeholderrisk a Strategicoptionspose造成 产生varyingdegreesofriskstotheinterests利益ofthedifferentstakeholders b Stakeholdersmayrespondinsuchawaytoreducetheattractivenessoftheproposedstrategy 43 4 1Theeffectofstakeholders Therearethreebroadtypesofstakeholderinanorganization aswehaveseen a Internalstakeholders内部利益相关者suchasemployeesandmanagement b Connectedstakeholders关联的利益相关者suchasshareholders customers suppliersandfinanciers c Externalstakeholders外部利益相关者includingthecommunity governmentandpressuregroups 44 4 2Stakeholderrisks Howstakeholdersrelatetothemanagementofthecompanydependsonverymuchonwhattypeofstakeholdertheyare internal connectedorexternal andonthelevelinthemanagementhierarchy管理层级atwhichtheyareabletoapplypressure Clearlyacompany smanagementwillresponddifferentlytothedemandsof say itsshareholdersandthecompanyatlarge 45 4 3Stakeholderanalysis Thefirststepistolistallstakeholders andthenpositionthemonastakeholdermap Suchmapsnotonlyshowdirectlyrelatedstakeholders butalsoincludeallthosethatindirectlyassistthebusinessinachievingitsobjectives Thelikelyeffectthatanyproposedstrategywillhaveonthesevariousgroups thatis support支持orresistance反对 canthenbeassessed 46 4 3Stakeholderanalysis Therearetwoprimarystakeholderroles followingtheideaofinternal connectedandexternalstakeholdersdescribedabove Performancerole执行角色 directlyinvolvedwithaddingvalue eg Manufacturer生产商 wholesaler批发商 retailer零售商 Supportrole支持角色 banks consultancies咨询机构 governmentsupportingthe performing members 47 Activity6 ReadtheexampleofTicketandBudgetInternational thenanswerthefollowingquestion Whataresomeofthestakeholders internalandexternal inthisproposedchange 48 Activity7 Indentifysome performance and support organizationsthatareconnectedwithyourorganization oronewhichyouarefamiliar 49 4 3Stakeholderanalysis Afirmdependonastakeholderatanyparticulartime任何时间 a Afirmwithpersistent持续的cash flowproblemsmightdependonitsbankerstoprovideitwithmoneytostayinbusinessatall b Inthelong term anyfirmdependsonitscustomers 50 4 3Stakeholderanalysis Thedegreeofdependenceorreliance依赖程度canbeanalyzedaccordingtothesecriteria a Disruption破坏 使中断 Canthestakeholderdisrupttheorganization splan b Replacement代替 Canthefirmreplacetherelationship c Uncertainty不确定性