战略管理外部战略环境分析

1、战略管理外部战略环境分析Comprehensive Strategic Management Model综合战略管理模型 P92Vision & Mission Statements制定愿景和使命陈述Chapter 2ExternalAudit实施外部分析Chapter 3InternalAudit实施外部分析Chapter 4Long-TermObjectives建立长期目标Chapter 5Generate,Evaluate,SelectStrategies制定评价和选择战略Chapter 6ImplementStrategies:Mgmt Issues战略实施：Chapter 7Impl

2、ementStrategies:Marketing,Fin/Acct,R&D, CIS战略实施：营销、财务、会计、研究开发及计算机信息系统问题Chapter 8Measure &EvaluatePerformance度量和评估绩效Chapter 92Session Objectives本章目标Understand the impact of environment on Strategic Management 理解环境对战略管理的影响Appreciate contribution of systems thinking 分析系统思维方式的奉献Explore key elements of t

3、he external environment 研究外部环境的关键因素3External Assessment外局部析 External Strategic-Management Audit外部战略管理分析Industry analysis 产业分析Environmental scanning 环境审视 Risk assessment 风险分析Competition analysis 竞争分析4Exercise 1 练习1What are 3 emerging issues/external challenges facing your business? 你公司面临的3个新兴的问题/外部挑战

4、是什么?Share your ideas in your group, then 1 major learning with the class与小组分享你的看法,然后把一个主要观点与全班分享5External Assessment 外局部析External audit:外局部析Focuses on identifying & evaluating events beyond the immediate control of the organisation关注对组织无法立即控制的事件确实认和分析6External Assessment (Contd)外局部析(续)External audit

5、 may focus on:外局部析可集中于:Increased foreign competition 外国竞争的增加Population shifts 人口迁移Demographics (e.g. ageing population, migration) 人口统计(例如,老龄化人口,移民)Information technology 信息技术7External Assessment (Contd)外局部析(续)External audit reveals:外局部析(续)Key opportunities主要机遇Key threats 主要威胁Managers formulate stra

6、tegies:经理人员制定战略Take advantage of opportunities利用机遇Avoid/reduce impact of threats防止/减少威胁的影响8Exercise 2 (Display)练习2展示Identify external forces impacting on your business (post yellow sticky notes on whiteboard display, and translate)确认对你的公司产生影响的外部因素用黄色粘贴纸将答案粘到白板上，并解释9External Assessment外局部析Critical Ex

7、ternal Challenges关键外部挑战may also include:可能包括：Competition, government policy, economic forces & restructuring竞争、政府政策、经济因素和调整Social, cultural and demographic forces Political, governmental, & legal forces社会、文化、人口因素，政治、政府和法律因素Technological forces技术因素Ecological/ environmental challenges生态/环境挑战10External

8、 Assessment外局部析Key External Forces关键外部因素 Market regulation 市场标准 Foreign policy 外交政策 Competitors 竞争者 Suppliers 供给商 Distributors 分销商 Creditors 债权人 Customers 客户 Employees 雇员 Communities 社区 Managers 经理人 Shareholders 股东 Labor Unions 工会 What else? 还有？.Opportunities&Threats机遇和威胁11External Assessment外局部析 Sy

9、stems Theory Approach系统理论方法Information about social, demographic, cultural, environmental, etc. 有关社会、人口、文化和环境等问题Monitor sources of information (key magazines, articles, etc.) utilization of Internet 对信息资源的监控关键杂志、文章等利用因特网Stakeholder strategy: suppliers, distributors, customers as useful sources of in

10、formation 利益相关者战略：利用供给商、分销商、客户作为有用的信息源12External Assessment 外局部析Global, regional, national and local issues and futures 全球、区域、国家和当地问题及未来Rates of change and complexity 变化比率和复杂性Vary over time and in impact 随时间推移的变化和影响Vary according to position & competition根据地位和竞争产生的变化How best to conduct an external a

11、udit process that is inclusive, participative and future focussed?如何最好地制定一个综合性、参与性并关注未来的外局部析流程？13External Assessment外局部析Process Issues 流程问题Important to achieving objectives 对到达目标重要May not be easily measurable 可能不容易衡量Applicable to all competing businesses 适用于所有的竞争性企业Volatile and highly political 波动性大

12、并高度政治化Audit process critical to a useful product 对于一个有用的产品而言，分析流程是关键14Exercise 3 练习3What are 2 new/ emerging social or demographic issues in your industrys external environment? 在你所在的行业的外部环境中，有哪2项是新的/新兴的社会或人口问题？What are 2 ecological/ environmental issues? 什么是生态/环境的两种问题？Share your findings with your

13、group, then the class 与小组分享你的成果，然后与全班分享。15Economic Issues经济问题Unemployment trends 失业趋势Value of the dollar in world markets 美元在世界市场的价值Stock market trends 股市走势Foreign countries economic conditions 外国经济条件Import/export factors 进口/出口因素Demand shifts for goods/services 产品/效劳的需求转移Income differences by region

14、/customer 地区/顾客的收入差异Price fluctuations 价格波动Exportation of labor & capital 劳务和资本出口Monetary policies 货币政策Fiscal policies including taxation 财政政策，包括税收International, Regional and National policies 国际、地区和国家政策External Environment外部环境16Social Issues社会问题Will impact:将影响：Products 产品Services 效劳Markets 市场Custom

15、ers 顾客World population 6 billion 世界人口 60亿(1 person in 2 will be Chinese) 1/2将为中国人Australian population 20 million 澳洲人口 $75,000 其中80% 的家庭收入 $75,000Internet usage lowest (3%) among Americans earning $10K or less 收入1万或低于1万美元的美国人中因特网使用率最低(3%) 26.7% of White Americans use Internet at home compared to 9.2

16、% Blacks & 8.8% of Hispanics 与9.2% 黑人及8.8% 西班牙人相比，26.7% 美国白人使用因特网PRC has relatively high Internet usage 中华人民共和国电脑使用率相对而言较高Africa, South America and parts of Europe have very low usage 非洲、南美及欧洲局部地区的使用率很低19Exercise 4 练习4How did your organisation respond to the SARS crisis? 你公司对 “非典 是如何反响的？What were th

17、e strategic lessons? 从中得到的战略性教训是什么？Share major learnings with the class 与全班共享主要的成果。20Increasing Global Interdependence日益增长的全球相互依赖性Strategic global capabilities 战略全球化能力Forecast political climates 预测政治环境Legal skills 法律水平Diverse world cultures 多姿多彩的世界文化Globalisation of industry产业全球化Worldwide trend towa

18、rd similar consumption patterns, alongside cultural differences 尽管文化差异存在，世界趋同于相似消费模式的趋势Global supply chain 全球供给链E-Commerce 电子商务21Political, Government & Legal Forces政治、政府和法律因素 Government planning controls政府方案控制Central 中央集权式Regional 区域Tax systems 税收体系Lobbying 游说Intellectual property laws 知识产权法22Techn

19、ological Forces技术因素Internet impact on opportunities & threat因特网对机遇和威胁的影响Altering economies of scale改变规模经济Changing entry barriers 改变进入壁垒Redefining relationships重新决定关系Industries & suppliers, creditors, customers, and competitors 产业和供给商、债权人、客户和竞争者23Analysing the Competition竞争分析 Current and potential rivals:当前和潜在的对手：Strengths优势Weaknesses劣势Capabilities 生产能力Opportunities 机遇Threats 威胁Objectives 目标Strategies 战略24Competitive Forces竞争因素Sources of Competitor Inf