《企业内部环境分析》PPT课件.ppt

Henanagriculturaluniversityzheng Ch4 1 Chapter4TheInternalAssessment Henanagriculturaluniversityzheng Ch4 2 ChapterOutline TheNatureofanInternalAudit TheResource BasedView RBV TheInternalFactorEvaluation IFE Matrix TheLearningCurve Henanagriculturaluniversityzheng Ch4 3 Thenatureofinternalaudit InternalAnalysisResources capabilities competencies corecompetenciesanalysisActivities ValueChainOperation ProductsLogisticsMarketingR DFinanceCulture StructureComparativeanalysis Henanagriculturaluniversityzheng Ch4 4 NatureofanInternalAudit Strengths Weaknesses FunctionalAreasofBusiness Henanagriculturaluniversityzheng Ch4 5 TheResource BasedView RBV Resourcesandcompetences Aresourceisanassetemployedintheactivitiesofthefirm Acompetenceisanattributeorcollectionofattributespossessedbyallormostofthefirmsinanindustry Withoutsuchattributesafirmcannotsurvive Competencesdevelopfromresourcesandembodyskills technologyetc Henanagriculturaluniversityzheng Ch4 6 HumanResources Henanagriculturaluniversityzheng Ch4 7 Corecompetence Corecompetenciesarethecollectivelearningoftheorganization especiallyhowtoco ordinatediverseproductionskillsandintegratemultiplestreamsoftechnologies ThreeteststoidentifycorecompetenceAddgreatercustomervalueEquipabusinesswithabilitytoenterandsuccessfullycompeteinseveralmarketsBedifficultforcompetitorstoimitateByPrahaladandHamel 1990 Henanagriculturaluniversityzheng Ch4 8 LinkageswithsuppliersLinkageswithdistributorsUpstreamlinkagesDownstreamlinkages Valuechain Henanagriculturaluniversityzheng Ch4 9 Valuechain Incompetitiveterms valueistheamountbuyersarewillingtopayforwhatafirmprovidesthemThevaluechaindisplaystotalvalue andconsistsofvalueactivitiesandmarginValueactivitiesarethephysicallyandtechnologicallydistinctactivitiesafirmperformsMarginisthedifferencebetweentotalvalueandthecollectivecostofperformingthevalueactivities Henanagriculturaluniversityzheng Ch4 10 Valuechain ValueactivitiesPrimaryactivities theactivitiesinvolvedinthephysicalcreationoftheproductanditssaleandtransfertothebuyeraswellasafter saleassistanceSupportactivitiessupporttheprimaryactivities Henanagriculturaluniversityzheng Ch4 11 Valuechain Primaryactivities Inboundlogistics activitiesassociatedwithreceiving storing anddisseminatinginputstotheproduct suchasmaterialhandling warehousing inventorycontrol vehiclescheduling Henanagriculturaluniversityzheng Ch4 12 Valuechain Primaryactivities Operations activitiesassociatedwithtransforminginputsintothefinalproductform suchasmachining assembly testing facilityoperations Henanagriculturaluniversityzheng Ch4 13 Valuechain Primaryactivities Outboundlogistics activitiesassociatedwithcollecting storing andphysicallydistributingtheproducttobuyers suchasfinishedgoodswarehousing materialhandling deliveryvehicleoperation orderprocessing Henanagriculturaluniversityzheng Ch4 14 Valuechain Primaryactivities Marketingandsales activitiesassociatedwithprovidingameansbywhichbuyerscanpurchasetheproductandinducingthemtodoso suchasadvertising promotion salesforce quoting channelselection channelrelations andpricing Henanagriculturaluniversityzheng Ch4 15 Valuechain Primaryactivities Service activitiesassociatedwithprovingservicetoenhanceormaintainthevalueoftheproduct suchasinstallation repair training partssupply andproductadjustment Henanagriculturaluniversityzheng Ch4 16 Valuechain Supportactivities SupportactivitiesProcurement thefunctionofpurchasinginputsusedinthefirm svaluechain Improvedpurchasingpracticescanstronglyaffectthecostandqualityofpurchasedinputs aswellasofotheractivitiesassociatedwithreceivingandusingtheinputs Henanagriculturaluniversityzheng Ch4 17 Valuechain Supportactivities Technologydevelopment consistsofarangeofactivitiesthatcanbebroadlygroupedintoeffortstoimprovetheproductandprocess TechnologydevelopmentisimportanttoCAinallindustry Henanagriculturaluniversityzheng Ch4 18 Valuechain Supportactivities Humanresourcemanagement theactivitiesinvolvedintherecruiting hiring training developmentandcompensationofalltypesofpersonnel Determiningtheskillsandmotivationofemployeesandthecostofhiringandtraining Henanagriculturaluniversityzheng Ch4 19 Valuechain Supportactivities Firminfrastructure consistingofanumberofactivitiesincludinggeneralmanagement planning finance accounting legal governmentaffairs andqualitymanagement Infrastructureunlikeothersupportactivities usuallysupportstheentirechainandnotindividualactivities itcanbeapowerfulsourceofCA Henanagriculturaluniversityzheng Ch4 20 Linkageswithinthevaluechain Thevaluechainisnotacollectionofindependentactivitiesbutasystemofinterdependentactivities Valuechainactivitiesarerelatedbylinkageswithinthevaluechain LinkagescanleadtoCA Henanagriculturaluniversityzheng Ch4 21 Examinethevaluechain Managersneedtoidentifytheactivitiesthatarecriticaltobuyersatisfactionandmarketsuccess especiallytheactivitiesthatdifferentiatethefirmThreeessentialconsiderationsThecompany sbasicmissionneedstoinfluencemanagers choiceoftheactivitiesThenatureofvaluechainsandtherelativeimportanceoftheactivitiesvarybyindustryTherelativeimportanceofvalueactivitiescanvarybyacompany spositioninabroadervaluesystem Henanagriculturaluniversityzheng Ch4 22 Backgroundof learning Pastexperienceindicatesthatindividualslearnbyexperience i e getbetterandbetteratthejobbycarryingoutthetasksmoreandmore Backgroundof learning Basicidea Aspeoplerepeatataskagainandagain thetimeittakestodothetaskgraduallydecreasesdueto learning Rateoflearningisgreatestatfirstwhen ignorance isgreatest rateoflearningdecreasesasignorancedecreases Henanagriculturaluniversityzheng Ch4 24 Learningcurveassumptions Thetimerequiredtocompleteaspecifiedtaskorunitofaproductoritemwillbelesseachtimethetaskisperformed Theunittimewillreduceatadecreasingrate Thedecreaseintimewillfollowacertainpattern suchasnegativeexponentialdistributionshape 指数分布形态 UnderlyingPowerLaw y axb yisthelaborhoursrequiredtobuildunit x aalwaysrepresentsthetheoreticallaborhoursrequiredtobuildthefirstunitproduced apositivenumber xalwaysrepresentsthenumber count ofanitemintheproductionsequence unit 1 2 3 etc biscalledthenaturalslope itrepresentstherateoflearning alwaysanegativenumberexceptfor rare forgetting The powerlaw formulaisthebasisofthismodel NotationfortheUModel AhelpfulnotationfortheUmodelis Hn H1nb Hourstobuildunit n Note thenotationT1iscommonlyusedforwhatisheredesignatedH1 Inthepaper Tisreservedfor totalhours Naturalvs PercentageSlope Learningcurvecalculationsgenerally butnotalways requireavalueforbbistypicallyanegativenumberbetween0and 1bisamathematicallyappropriatebutnon intuitivenumberfordescribingslopeForconvenience analystsuniversallyuse inconversationsasopposedtocalculations anotherexpressioncalled percentageslope whereslopeisanumberbetween0and100 exceptthatif forgetting occurs percentageslopecanexceed100 WeuseSasasymbolforpercentageslope Henanagriculturaluniversityzheng Ch4 28 LearningCurve Thelearningcurvetheoryisbasedonadoublingofproductivity Morespecifically whenoutputorproductiondoubles thereductionintimeperunitaffectedbythelearningcurverate Forexample an80 learningratemeansthesecondunittakes80 ofthetimeofthefirstunit thefourthunittakes80 ofthesecondunit theeighthunittakes80 ofthefourthunit andsoon Henanagriculturaluniversityzheng Ch4 29 LEARNINGCURVE Output cumulativequantity TotalHours Cost perunitofoutput A Henanagriculturaluniversityzheng Ch4 30 UnderstandingS Inindustry Stypicallyrangesfrom70 to100 It scounterintuitive but100 doesnotmeanfuriouslyrapidlearning itmeansnolearningatallThehighestrateoflearningachievedinmostindustrialsituationsisabout70 Henanagriculturaluniversityzheng Ch4 31 ECONOMIESOFSCALEVSLEARNING Output Cost perunitofoutput EconomiesofScale reversible Thecostperunitdependsonsizeoftheindividualfirm Itdoesnotnecessarilydependonsizeoftheindividualfirm Henanagriculturaluniversityzheng Ch4 32 DynamicChangesinCosts TheLearningCurve Thelearningcurvemeasurestheimpactofworker sexperienceonthecostsofproduction Itdescribestherelationshipbetweenafirm scumulativeoutputandamountofinputsneededtoproduceaunitofoutput Henanagriculturaluniversityzheng Ch4 33 Thelearningcurveimplies 1 Thelaborrequirementfallsperunit 2 Costswillbehighatfirstandthenwillfallwithlearning DynamicChangesinCosts TheLearningCurve Henanagriculturaluniversityzheng Ch4 34 LearningCurveassumptions Thelearningcurvemayvaryoneproducttoanotherandfromoneorganizationtoanother Therateoflearningdependsonfactorssuchasthequalityofmanagementandthepotentialoftheprocessandproducts Henanagriculturaluniversityzheng Ch4 35 CriticallyImportantinIndustrialCostAnalysis ThelearningeffectcanleadtoverylargereductionsincostasproductionprogressesFindingwaystomakelearningfastercanresultinahugecompetitiveadvantageStartingproductionaheadofyourcompetitorsFindingbetterprocessesandbeingfastertoimplementthem Thesame S andthesamecostofthefirstunitStartingproductionaheadofyourcompetitors r competitorsb business Costperunit Quantity accumulative Qr Qb Cr Cb Q Cr Cb FindingbetterprocessesandbeingfastertoimplementthemPersonnellearning Supervisorylearning r competitorsb business Costperunit Quantity accumulative Henanagriculturaluniversityzheng Ch4 38 LearningcurveisNotUsefulwhen productionissporadic 零星 Smalllotjobshops 小批量加工车间 workisfullyautomatedandthereisnowaytoimprovetheproductionrate rules regulationslimittheproductionrate productionquantitiesareverysmall eachitemproducedissignificantlydifferentfromtheprecedingitem customproducts Henanagriculturaluniversityzheng Ch4 39 IFEMatrix IFEMatrixcanbedevelopedinfivesteps Listkeyinternalfactorsasidentifiedintheinternal auditprocess Atotalfromtentotwentyinternalfactors liststrengthsfirstandthenweaknessAssignaweightrangesfrom0 0 notimportant to1 0 all important toeachfactor Thesumofallweightsmustequal1 0Assigna1 to 4ratingtoeachfactortoindicatewhetherthatfactorrepresentsamajorweakness rating 1 aminorweakness rating 2 aminorstrength rating 3 amajorstrength rating 4 Henanagriculturaluniversityzheng Ch4 40 IFEMatrix 4 Multiplyeachfactor sweightbyitsratingtodetermineaweightedscoreforeachvariable5 Sumtheweightedscoresforeachvariabletodeterminethetotalweightedsco