管理学罗宾斯第11版09.ppt

Definestrategicmanagementandexplainwhyit simportantExplainwhatmanagersdoduringthesixstepsofthestrategicmanagementprocessDescribethethreetypesofcorporatestrategiesDescribecompetitiveadvantageandthecompetitivestrategiesorganizationsusetogetitDiscusscurrentstrategicmanagementissues WhatIsStrategicManagement Strategicmanagement whatmanagersdotodeveloptheorganization sstrategies Strategies theplansforhowtheorganizationwilldowhatit sinbusinesstodo howitwillcompetesuccessfully andhowitwillattractandsatisfyitscustomersinordertoachieveitsgoals Businessmodel howacompanyisgoingtomakemoney WhyIsStrategicManagementImportant Itresultsinhigherorganizationalperformance Itrequiresthatmanagersexamineandadapttobusinessenvironmentchanges Itcoordinatesdiverseorganizationalunits helpingthemfocusonorganizationalgoals WhatistheStrategicManagementProcess Strategicmanagementprocess asix stepprocessthatencompassesstrategicplanning implementation andevaluation Exhibit9 1 StrategicManagementProcess StrategicManagementProcess Step1 Identifyingtheorganization scurrentmission goals andstrategiesMission astatementofthepurposeofanorganizationThescopeofitsproductsandservicesGoals thefoundationforfurtherplanningMeasurableperformancetargetsStep2 DoinganexternalanalysisTheenvironmentalscanningofspecificandgeneralenvironmentsFocusesonidentifyingopportunitiesandthreats Exhibit9 2 ComponentsofaMissionStatement StrategicManagementProcess Step3 DoinganinternalanalysisAssessingorganizationalresources capabilities andactivities Strengthscreatevalueforthecustomerandstrengthenthecompetitivepositionofthefirm Weaknessescanplacethefirmatacompetitivedisadvantage Analyzingfinancialandphysicalassetsisfairlyeasy butassessingintangibleassets employeeskills culture corporatereputation etc isn tassimple Steps2and3combinedarecalledaSWOTanalysis Strengths Weaknesses Opportunities andThreats SWOTAnalysis SWOTanalysis ananalysisoftheorganization sstrengths weaknesses opportunities andthreats Resources anorganization sassetsthatareusedtodevelop manufacture anddeliveraproducttoitscustomers Capabilities anorganization sskillsandabilitiesindoingtheworkactivitiesneededinitsbusiness StrengthsandWeaknesses Strengths anyactivitiestheorganizationdoeswelloranyuniqueresourcesthatithas Weaknesses activitiestheorganizationdoesnotexecutewellorneededresourcesitdoesnotpossess Corecompetencies theorganization smajorvalue creatingcapabilitiesthatdetermineitscompetitiveweapons StrategicManagementProcess Step4 FormulatingstrategiesDevelopandevaluatestrategicalternatives Selectappropriatestrategiesforalllevelsintheorganizationthatproviderelativeadvantageovercompetitors Matchorganizationalstrengthstoenvironmentalopportunities Correctweaknessesandguardagainstthreats StrategicManagementProcess Step5 ImplementingstrategiesImplementation effectivelyfittingorganizationalstructureandactivitiestotheenvironment Theenvironmentdictatesthechosenstrategy effectivestrategyimplementationrequiresanorganizationalstructurematchedtoitsrequirements Step6 EvaluatingresultsHoweffectivehavestrategiesbeen Whatadjustments ifany arenecessary CorporateStrategies Corporatestrategy anorganizationalstrategythatdetermineswhatbusinessesacompanyisinorwantstobein andwhatitwantstodowiththosebusinesses TypesofCorporateStrategiesGrowth expansionintonewproductsandmarkets Stability maintenanceofthestatusquo Renewal examinationoforganizationalweaknessesthatareleadingtoperformancedeclines CorporateStrategies cont Growthstrategy acorporatestrategythat susedwhenanorganizationwantstoexpandthenumberofmarketsservedorproductsoffered througheitheritscurrentbusiness es ornewbusiness es CorporateStrategies cont Stabilitystrategy acorporatestrategyinwhichanorganizationcontinuestodowhatitiscurrentlydoing Renewalstrategy acorporatestrategydesignedtoaddressdecliningperformance Exhibit9 3 TypesofOrganizationalStrategies HowAreCorporateStrategiesManaged StrategicBusinessUnit SBU thesingleindependentbusinessesofanorganizationthatformulatetheirowncompetitivestrategies BCGmatrix astrategytoolthatguidesresourceallocationdecisionsonthebasisofmarketshareandgrowthrateofSBUs Exhibit9 4 BCGMatrix TheRoleofCompetitiveAdvantage Competitivestrategy anorganizationalstrategyforhowanorganizationwillcompeteinitsbusiness es Competitiveadvantage whatsetsanorganizationapart itsdistinctiveedge WhatisaFunctionalStrategy Functionalstrategy thestrategiesusedbyanorganization svariousfunctionaldepartmentstosupportthecompetitivestrategy FiveCompetitiveForces ThreatofNewEntrantsTheeaseordifficultywithwhichnewcompetitorscanenteranindustryThreatofSubstitutesTheextenttowhichswitchingcostsandbrandloyaltyaffectthelikelihoodofcustomersadoptingsubstituteproductsandservicesBargainingPowerofBuyersThedegreetowhichbuyershavethemarketstrengthtoholdswayoverandinfluencecompetitorsinanindustry FiveCompetitiveForces BargainingPowerofSuppliersTherelativenumberofbuyerstosuppliersandthreatsfromsubstitutesandnewentrantsaffectthebuyer supplierrelationship CurrentRivalryIntensityamongrivalsincreaseswhenindustrygrowthratesslow demandfalls andproductpricesdescend Exhibit9 5 FiveForcesModel TheNeedforStrategicLeadership Strategicleadership theabilitytoanticipate envision maintainflexibility thinkstrategically andworkwithothersintheorganizationtoinitiatechangesthatwillcreateaviableandvaluablefuturefortheorganization Exhibit9 6 EffectiveStrategicLeadership TypesofCompetitiveStrategies CostLeadershipStrategySeekingtoattainthelowesttotaloverallcostsrelativetootherindustrycompetitorsDifferentiationStrategyAttemptingtocreateauniqueanddistinctiveproductorserviceforwhichcustomerswillpayapremiumFocusStrategyUsingacostordifferentiationadvantagetoexploitaparticularmarketsegmentasopposedtoalargermarket TheNeedforStrategicFlexibility Strategicflexibility theabilitytorecognizemajorexternalchanges toquicklycommitresources andtorecognizewhenastrategicdecisionwasamistake Exhibit9 7 DevelopingStrategicFlexibility StrategiesforApplyinge BusinessTechniques CostLeadershipOn lineactivities bidding orderprocessing inventorycontrol recruitmentandhiringDifferentiationInternet basedknowledgesystems onlineorderingandcustomersupportFocusChatroomsanddiscussionboards targetedWebsites CustomerServiceStrategies GivingthecustomerswhattheywantCommunicatingeffectivelywiththemProvidingemployeeswithcustomerse