Functional Strategies(英文版)(ppt 30页).ppt

1、Strategic Management in Action,5,Functional Strategies,Learning Objectives,1.Describe what happens after the SWOT analysis is completed.,2.Define functional strategies. 3.Discuss the various production-operations management strategies. 4.Describe the various marketing strategies. 5.Explain high-perf

2、ormance work activities and why theyre important. 6.Discuss the various human resource management strategies. 7.Describe the various research and development strategies.,(continued on next slide),Learning Objectives,8.Describe a cross-functional team.,9.Describe the types of information systems and

3、their characteristics. 10.Describe the various financial-accounting strategies. 11.Explain how the functional strategies are implemented, evaluated, and changed. 12.Discuss the importance of coordinating the functional strategies with the other organizational strategies.,WHY ARE WE LOOKINGaT FUNCTIO

4、NAL STRATEGIES FIRST?, ,Strategic management in action process What happens after the SWOT analysis?,WHAT ARE THE VARIOUS FUNCTIONAL STRATEGIES AND HOW ARE THEY IMPLEMENTED?,Table 5-1 Possible Production-Operations Management Strategies,Production Process Strategies, ,Process focused Product focused

5、 Repetitive focused,Capacity Strategies, ,Size of facility Efficient use,Location Strategies,Location selection,WHAT ARE THE VARIOUS FUNCTIONAL STRATEGIES AND HOW ARE THEY IMPLEMENTED?,Table 5-1 Possible Production-Operations Management Strategies (continued),Work Design Strategies, ,Job specializat

6、ion Job enlargement Job enrichment Ergonomics Work methods Motivation-incentive systems Standards-output levels,WHAT ARE THE VARIOUS FUNCTIONAL STRATEGIES AND HOW ARE THEY IMPLEMENTED?,Table 5-1 Possible Production-Operations Management Strategies (continued),Layout Strategies, ,Fixed position Proce

7、ss oriented Office Retail-service Warehouse Product oriented,WHAT ARE THE VARIOUS FUNCTIONAL STRATEGIES AND HOW ARE THEY IMPLEMENTED?,Table 5-1 Possible Production-Operations Management Strategies (continued),Production-Operations Management Strategies, ,Aggregate planning techniques Just-in-time sy

8、stems Purchasing management procedures Inventory management systems Materials requirement planning techniques Short-term scheduling techniques Project management procedures Maintenance management,WHAT ARE THE VARIOUS FUNCTIONAL STRATEGIES AND HOW ARE THEY IMPLEMENTED?,Table 5-1 Possible Production-O

9、perations Management Strategies (continued),Current Production-Operations Strategies, ,Integrated manufacturing Advanced manufacturing technology Total quality management Just-in-time inventory control,WHAT ARE THE VARIOUS FUNCTIONAL STRATEGIES AND HOW ARE THEY IMPLEMENTED?,Table 5-2 Possible Market

10、ing Strategies,Segmentation Strategies, ,Geographic Demographic Psychographic Behavioral,Target Market Selection Strategies, ,Single-segment concentration Selective specialization Product specialization Market specialization Full market coverage,WHAT ARE THE VARIOUS FUNCTIONAL STRATEGIES AND HOW ARE

11、 THEY IMPLEMENTED?,Table 5-2 Possible Marketing Strategies (continued),Differentiation Strategies, ,Product itself Services Personnel Image,Positioning Strategies, ,Attribute positioning Benefit positioning Use-application positioning User positioning Competitor positioning Product category position

12、ing Quality-price positioning,WHAT ARE THE VARIOUS FUNCTIONAL STRATEGIES AND HOW ARE THEY IMPLEMENTED?,Table 5-2 Possible Marketing Strategies (continued),Marketing Mix Strategies,Product,New-product development Product line Brand Packaging-labeling Product life cycle decisions,WHAT ARE THE VARIOUS

13、FUNCTIONAL STRATEGIES AND HOW ARE THEY IMPLEMENTED?,Product Life Cycle Figure 5-2,Introduction,Growth,Maturity,Decline,Sales,Time,WHAT ARE THE VARIOUS FUNCTIONAL STRATEGIES AND HOW ARE THEY IMPLEMENTED?,Table 5-2 Possible Marketing Strategies (continued),Marketing Mix Strategies (continued),Pricing,

14、Markup pricing Target-return pricing Perceived-value pricing Value pricing Going-rate pricing Sealed-bid pricing Geographical pricing Price discounts-allowances Promotional pricing Discriminatory pricing Product mix pricing,WHAT ARE THE VARIOUS FUNCTIONAL STRATEGIES AND HOW ARE THEY IMPLEMENTED?,Tab

15、le 5-2 Possible Marketing Strategies (continued),Marketing Mix Strategies (continued),Promoting,Advertising Billboards Point-of purchase displays Symbols and logos Packaging inserts Sales promotion Public relations Personal selling Direct marketing,WHAT ARE THE VARIOUS FUNCTIONAL STRATEGIES AND HOW

16、ARE THEY IMPLEMENTED?,Table 5-2 Possible Marketing Strategies (continued),Marketing Mix Strategies (continued),Place,Channel choice Market logistics Inventory Transportation modes-carriers,Current Marketing Strategies,Relationship marketing,Financial Social Structural Mass customization Database mar

17、keting,WHAT ARE THE VARIOUS FUNCTIONAL STRATEGIES AND HOW ARE THEY IMPLEMENTED?,Table 5-4 Possible Human Resource Management Strategies,Work Flows, ,Organize for efficiency or innovation Organize for control or flexibility Use specialized or broad job categories Use detailed or loose work planning,S

18、taffing, ,Use internal or external recruitment Who makes hiring decision Whats important in hiring Formal or informal approach,WHAT ARE THE VARIOUS FUNCTIONAL STRATEGIES AND HOW ARE THEY IMPLEMENTED?,Table 5-4 Possible Human Resource Management Strategies (continued),Employee Separations, ,How to do

19、wnsize Hiring freeze Support for terminated employees Preferential or non-preferential rehiring process,Performance Appraisal, ,Customized or uniform appraisals Appraisal for developmental or control purposes Multipurpose or focused appraisals Use multiple or one input,WHAT ARE THE VARIOUS FUNCTIONA

20、L STRATEGIES AND HOW ARE THEY IMPLEMENTED?,Table 5-4 Possible Human Resource Management Strategies (continued),Training and Development, ,Buy or develop skills Individual or team-based training On-the-job or external training Job-specific or generic training,Compensation, ,Fixed-pay or variable pay

21、system Job-based or individual pay Seniority-based or performance-based system Centralize or decentralize pay decisions,WHAT ARE THE VARIOUS FUNCTIONAL STRATEGIES AND HOW ARE THEY IMPLEMENTED?,Table 5-4 Possible Human Resource Management Strategies (continued),Employee and Labor Relations, ,Top-down

22、 or bottom-up communications Interactions with labor unions Adversarial or cooperative relationship,Employee Rights, ,Use discipline as control or learning Protect organizations or employees rights Formal or informal ethics program,Current HRM Strategies, ,Employees as significant resource High-tech

23、 human resources approach,WHAT ARE THE VARIOUS FUNCTIONAL STRATEGIES AND HOW ARE THEY IMPLEMENTED?,Table 5-5 Possible Research and Development Strategies,R&D Emphasis, ,Basic scientific research Product development Process development,R&D Timing, ,First mover Follower,WHAT ARE THE VARIOUS FUNCTIONAL

24、 STRATEGIES AND HOW ARE THEY IMPLEMENTED?,Table 5-6 First Mover Advantages-Disadvantages,AdvantagesDisadvantages, ,Reputation for being innovative and industry leader Cost and learning benefits resulting from moving along experience curve first Control over scarce assets preventing competitors from

25、having access to them Opportunity to begin building customer relationships and customer loyalty,Uncertain over exact direction technology and market will go Risk of competitors imitating innovations (free-rider effect) Financial and strategic risks High development costs,WHAT ARE THE VARIOUS FUNCTIO

26、NAL STRATEGIES AND HOW ARE THEY IMPLEMENTED?,Table 5-5 Possible Research and Development Strategies (continued),Product and Process Development, ,Who?,Separate R&D department Cross-functional team Some variation,How?,Formal or informal process Use prototypes Use product tests Use design reviews Use

27、test markets How to implement new design How to evaluate success of new design,WHAT ARE THE VARIOUS FUNCTIONAL STRATEGIES AND HOW ARE THEY IMPLEMENTED?,Table 5-5 Possible Research and Development Strategies (continued),Current R&D Strategies, ,Employee suggestion systems Risk taking and innovative c

28、ulture,WHAT ARE THE VARIOUS FUNCTIONAL STRATEGIES AND HOW ARE THEY IMPLEMENTED?,Table 5-7 Possible Information Systems Strategies,System Technology,Manual or computer based,Types of Information Systems, ,(TPS)Transaction processing system (OAS)Office automation system (KWS)Knowledge work system (MIS

29、)Management information system (DSS)Decision support system (ESS)Executive support system,WHAT ARE THE VARIOUS FUNCTIONAL STRATEGIES AND HOW ARE THEY IMPLEMENTED?,Table 5-7 Possible Information Systems Strategies (continued),Current Information Systems Strategies, ,Electronic data sharing Customer call centers Internet and World Wide Web,WHAT ARE THE VARIOUS FUNCTIONAL STRATEGIES AND HOW ARE THEY IMPLEMENTED?,Table 5-9 Possible Financial-Accounting Strategies,Evaluating Financial Performance, ,How often How much analysis,Fina