顶益(康师傅面)理级培训 策略规划
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Competitor n
Advertisers
TRANSFORMERS
New Entrants
Substitutes
NEW ENTRANTS AND SUBSTITUTES 知識與信息Knowledge and Information
Duplicated Entity
O. & INF
ES OIC INV
Software Providers
Stations Financial Institutions
CUSTOMER SERVICE, CONVENIENCE, TRUST, LOYALTY, PROACTIVE BRAND ATTRACTIVENESS
CAPITAL
CONVENIENCE
CUSTOMER SERVICE & TIMELINESS
SUPPLIERS
Tape Fulfilment Financial Institutions
ADVERT
ADVERTISEMENT
CUSTOMERS
O PA RD YM ER EN & T
ISEMENT
PROGRAMMING
Stations
AD
ORDER CONFIRMATION & ORDER
ICE & SERV ICE
GI NF
PRICING
O.
Information Providers
RATING INFO. SALES PROCESS
Agencies
PROFILES
RATING INFORMATION
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Software Provider
PROGRAMMING INFO. INDUSTRY NEWS INDUSTRY NEWS Client RATING INFORMATION RATING INFORMATION RATING INFORMATION MARKET PROFILE PRICING INDUSTRY NEWS MARKET PROFILE MARKET PROFILE INDUSTRY NEWS SALES PIECES PROFILES Information RATING INFORMATION Providers INDUSTRY NEWS Industry MARKET PROFILE INTELLECTUAL Assn. PROGRAMMING INFO. CAPITAL PRICING RATING SALES PIECES INDUSTRY NEWS INFORMATION RATING INFORMATION MARKET PROFILE Competitor 1
何谓策略规划?
因应环境变动 比较相对竞争优势 领导(Directing)组织 建立共同方向与目标 进行规划(Planning)及控制 以满足未来利基(Niches)的资源分配 确保利润与永续的决策活动
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小组讨论 Q2
EXTERNAL INFLUENCES
Taxing Authorities Regulators Financial Markets
SUPPLIERS
Financial Institutions Infrastructure Provider
CUSTOMER SERVICE
CUSTOMERS
Stations
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Business Landscape
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Value Exchange in Business Landscape Value Network
EXTERNAL INFLUENCES
Taxing Authorities Regulators Financial Markets
进行策略规划跟年度计划时， 需要考虑哪些向度？ 为什么？
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小组讨论，十五分钟 小组讨论，十五分钟 小组报告，十分钟 小组报告，十分钟
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環境分析的三個層次
環境分析除了考量必要的廣度外，更應注意趨勢性變化後的隱含意義…
• Macros 總體環境分析
Information Providers
Infrastructure Provider
CUSTOMER SERVICE & TIMELINESS CUSTOMER SERVICE TIMELINESS & CONVENIENCE
Competitor n
Providers
TRANSFORMERS
New Entrants
Substitutes
商品服務與營收關係Goods, Services and Revenue
NEW ENTRANTS AND SUBSTITUTES
Duplicated Entity
Value Exchange in Business Landscape Value Network
ENT
Information Providers
Client
PROPOSAL & INVOICE ADVERTISE MENT, OR DER & PA YMENT
Agencies
iN
.& FO
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Software Provider
& INVOICES MEMBER INFO. T PAYMEN ES IC ES IC O VO INV N & T I T RE EN EN E & TW A YM R YM SOF PA PA CTU Competitor 1 U TR S A FR Infrastructure IN
在我们正式开始之前…
几项约定 准时到教室 电话静音 积极参与发言，分享学习 要尊重听取他人发言
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让我们先思考一下…
我为什么在这里? 理级与处级的差别在哪里? 进行策略规划跟年度计划时，我负 责哪些工作？
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運用價值網分析中的價值交換的觀念，補強了傳統五力間的交互影響，且更能釐清經濟 體系內的同業或異業間的競合（競爭與合作）
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Source: Co-opetition – 競合策略, Adam M. Brandenburger and Barry J. Nalebuff
策略規劃與年度計畫 問題討論與分享
for 2006年第二季 理級培訓 經營企劃部 高國峰副總經理
2006.6.26
Disclaimer 保密需求
© Frank KAO. All Right Reserved
This document is the property of the Author. The document is compiled compiled for internal training for Ting Hsin and Master Kong personnel. personnel. It may contain CONFIDENTIAL and PROPRIETARY information and is not to be disclosed outside your organization. organization. Any use or reproduction made of this document, in whole or in part, is strictly prohibited without the express prior written consent of the Author. 本文件內容版權為作者所有。本文件為作者針對頂新與康師傅內部之理級培訓需求所設計 之相關資料。內容或包涵相關機密或敏感訊息的機密文件，不得在組織外部使用， 內容或包涵相關機密或敏感訊息的機密文件，不得在組織外部使用，亦不得供非相關人員閱覽 亦不得供非相關人員閱覽 本文件內容版權為作者所有。本文件為作者針對頂新與康師傅內部之理級培訓需求所設計之相關資料。 及散發至其他非相關單位。非經作者書面許可，不得轉載、複製或影印本文件全部或部份之內容， © 2006 Frank KAO. All Rights Reserved 1
© Frank KAO. All Right Reserved
• Company 企業分析
方向與定位 相對與絕對優勢 資源與能力 Value Propositions Competitive Advantages Resources and Capabilities
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Value Net - Stakeholder Analysis 價值網分析
PAYM
ES IC VO iN
ENTS
T EN YM PA
RESEARCH, ORDER & PAYMENT
RESE ARCH , INVO
M
Information Providers
TION T RMA MEN INFO PAY E& IC INVO
EN
T
PAYM
Series Syndicators
VE R TI SE
AD VE RT ISE ME INVO NT ICE ,O RD ER
RE S
EA
S INFO. & INVOICE PAYMENT
CUST OM O R
