企业战略管理英文第二章PPT课件
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企业战略管理英文版
50% ;
• : 设备、原材料、地理位置（ . ） • ：, • ()
Entering barriers
high
low
Exiting barrier
high high risk, high profit high risk, low profit
low Low risk, high profit low risk, low profit
示例：美国不同产业的资产收益率
policy
control
structure
control
reform
16
公司战略 CorporateStrategy
（公司总部）
事业战略
事业战略
事业战略
事业战略
BusinessStrategy BusinessStrategy BusinessStrategy BusinessStrategy
事业部/战略经营单位#1 事业部/战略经营单位#2 事业部/战略经营单位#3 事业部/战略经营单位#4
产业
制药 饮料 电信 化妆品 科学、照相、控制设备 出版、印刷 烟草 批发 综合百货店 保险 商业银行
平均资产收益率（％）
12.3 5.1 4.9 4.8 3.7 3.4 3.0 2.0 1.7 0.5 0.2
5
• “ ”, “ ” •: • 20% •
3
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:
• 1980－1985：, 胃溃疡, 44% • 1997, , ; •, • •3 • •
2
• • （学习曲线）（） • （有形/无形） • （电信网络） • （外资与中国的合作） • （地下钱庄） • • 业务具有协同性的企业（上下游企业）（雷允上-国大
战略管理课件英文版Ch6CorporateLevelStrategy48P
Examples: Hershey, Wrigley
21
Levels and Types of Diversification
Moderate to High Levels of Diversification
Related Constrained
<70% of revenues from dominant business; all businesses share product, technological and distribution linkages
28
Managerial Motives to Diversify
Managers have motives to diversify:
– diversification increases size; size is associated with executive compensation
– diversification reduces employment risk – effective governance mechanisms may restrict
7
This is what Pepsi used to look like
8
Pepsi’s experiment with fast food
Pepsi acquires Pizza Hut in 1977, Taco Bell in 1978 and KFC in 1986.
In 1997, Pepsi spins off all three as Tricon ($11B with 29,000 restaurants). They are now part of Yum! Brands.
21
Levels and Types of Diversification
Moderate to High Levels of Diversification
Related Constrained
<70% of revenues from dominant business; all businesses share product, technological and distribution linkages
28
Managerial Motives to Diversify
Managers have motives to diversify:
– diversification increases size; size is associated with executive compensation
– diversification reduces employment risk – effective governance mechanisms may restrict
7
This is what Pepsi used to look like
8
Pepsi’s experiment with fast food
Pepsi acquires Pizza Hut in 1977, Taco Bell in 1978 and KFC in 1986.
In 1997, Pepsi spins off all three as Tricon ($11B with 29,000 restaurants). They are now part of Yum! Brands.
战略管理英文版最新版教学ppt课件第1章
What Is Strategy and Why Is It Important?
Part 1 Strategy Analysis 1-2
LO 1-1 Define competitive advantage, sustainable competitive advantage, competitive disadvantage, and competitive parity.
LO 1-7 Critically evaluate the role that different stakeholders play in the firm’s quest for competitive advantage.
1-8
EXHIBIT 1.1 Industry, Firm, and Other Effects Explaining Superior Firm Performance
❖ Yahoo buys Overture for its own search product
• Microsoft launches its own search in 2009
➢ Bing now partnered with Yahoo
1-4
Microsoft and Google – Online Search
• What’s happening in our chapter opener?
➢ Why might Microsoft have acted the way it did?
➢ If they had not killed Keywords, would Microsoft have beat Google to search and linked ads?
Part 1 Strategy Analysis 1-2
LO 1-1 Define competitive advantage, sustainable competitive advantage, competitive disadvantage, and competitive parity.
LO 1-7 Critically evaluate the role that different stakeholders play in the firm’s quest for competitive advantage.
1-8
EXHIBIT 1.1 Industry, Firm, and Other Effects Explaining Superior Firm Performance
❖ Yahoo buys Overture for its own search product
• Microsoft launches its own search in 2009
➢ Bing now partnered with Yahoo
1-4
Microsoft and Google – Online Search
• What’s happening in our chapter opener?
➢ Why might Microsoft have acted the way it did?
➢ If they had not killed Keywords, would Microsoft have beat Google to search and linked ads?
战略管理英文版最新版教学ppt课件第2章
• PRODUCT-ORIENTED MISSIONS • Define the firm in terms of products or services
➢ U.S. Railroads: "Safest… N. American railroad”
❖ Missed the chance to move into delivery before UPS & Federal Express
➢ Delight our customers, employees, and shareholders by relentlessly delivering the platform and technology advancements that become essential to the way we work and live
LO 2-4 Critically evaluate the relationship between mission statements and competitive advantage.
LO 2-5 Explain why anchoring a firm in ethical values is essential for long-term success.
LO 2-6 Compare and contrast strategic planning, scenario planning, and strategy as planned emergence, and discuss strategic implications.
2-3
ChapterCase 2 Teach For America: Inspiring Future Leaders • TFA Mission: Eliminate educational inequality
➢ U.S. Railroads: "Safest… N. American railroad”
❖ Missed the chance to move into delivery before UPS & Federal Express
➢ Delight our customers, employees, and shareholders by relentlessly delivering the platform and technology advancements that become essential to the way we work and live
LO 2-4 Critically evaluate the relationship between mission statements and competitive advantage.
LO 2-5 Explain why anchoring a firm in ethical values is essential for long-term success.
LO 2-6 Compare and contrast strategic planning, scenario planning, and strategy as planned emergence, and discuss strategic implications.
2-3
ChapterCase 2 Teach For America: Inspiring Future Leaders • TFA Mission: Eliminate educational inequality
企业战略管理 第二章PPT课件
第二单元 企业外部环境分析
一、 环境分析的意义、基本步骤 二、 一般外部环境分析 三、 产业竞争环境分析
1
一、环境分析的意义与基本构成
（一）为什么要分析环境 对外部环境的未来变化做出正确的预见，
是战略能够获得成功的前提。但不确定性又是 外部环境的基本特征。
不确定≠不可知
H.Courtney等人在《不确定性之下的战 略》一文中指出，“在低估不确定性情况下产 生的战略，既不能让企业防御不确定带来的风 险，也不能帮助企业捕捉不确定性带来的机 遇，”还会使管理层迁怒于战略规划过程，而 用经验直觉取代战略分析。
26
5、影响供应商威胁的因素 （1）供方产业的集中程度 （2）供方产品无替代品 （3）产业非供方主要客户 （4）供方产品是买方业务的主要投入品 （5）供方集团的产品已经差异化或建立转
换成本 （6）供方集团表现出前向整合的现实威胁 （7）供方信息掌握的程度
13
技术环境分析的意义 1、确定企业研发，战略性技术储备的方
向； 2、判断技术进步的进程； 3、判断相关技术的影响和走势；
14
某医药企业PEST分析：政治 环境
我国正在建立医（院）、药（房）分离 制度和非处方药（OTC）的管理制度。
新型的社会保障体系将取代传统的公费 医疗制度。
我国加入WTO以后，中成药产品的出 口前景将发生变化。
关键：理解产品与经济环境的关系
9
(四)、社会文化环境分析
1、人口因素； 2、宗教信仰； 3、文化传统； 4、价值观。
社会文化因素对企业的影响往往持久而深远。
10
（五）、技术境
主要考察与企业所处领域的活动直接 相关的技术手段，包括国家对该领域科 技开发的投资和支持重点；该领域技术 发展动态和研究开发费用总额，技术转 移和技术商品化速度，专利及其保护情 况，等等。
一、 环境分析的意义、基本步骤 二、 一般外部环境分析 三、 产业竞争环境分析
1
一、环境分析的意义与基本构成
（一）为什么要分析环境 对外部环境的未来变化做出正确的预见，
是战略能够获得成功的前提。但不确定性又是 外部环境的基本特征。
不确定≠不可知
H.Courtney等人在《不确定性之下的战 略》一文中指出，“在低估不确定性情况下产 生的战略，既不能让企业防御不确定带来的风 险，也不能帮助企业捕捉不确定性带来的机 遇，”还会使管理层迁怒于战略规划过程，而 用经验直觉取代战略分析。
26
5、影响供应商威胁的因素 （1）供方产业的集中程度 （2）供方产品无替代品 （3）产业非供方主要客户 （4）供方产品是买方业务的主要投入品 （5）供方集团的产品已经差异化或建立转
换成本 （6）供方集团表现出前向整合的现实威胁 （7）供方信息掌握的程度
13
技术环境分析的意义 1、确定企业研发，战略性技术储备的方
向； 2、判断技术进步的进程； 3、判断相关技术的影响和走势；
14
某医药企业PEST分析：政治 环境
我国正在建立医（院）、药（房）分离 制度和非处方药（OTC）的管理制度。
新型的社会保障体系将取代传统的公费 医疗制度。
我国加入WTO以后，中成药产品的出 口前景将发生变化。
关键：理解产品与经济环境的关系
9
(四)、社会文化环境分析
1、人口因素； 2、宗教信仰； 3、文化传统； 4、价值观。
社会文化因素对企业的影响往往持久而深远。
10
（五）、技术境
主要考察与企业所处领域的活动直接 相关的技术手段，包括国家对该领域科 技开发的投资和支持重点；该领域技术 发展动态和研究开发费用总额，技术转 移和技术商品化速度，专利及其保护情 况，等等。
战略管理培训课件(PPT 85张)
IBM 利用本身市场权力来增强它在市场的竞争 能力.下面例子是从IBM跟美国政府反托拉斯法诉 讼中泄露出来的.美国政府控告IBM有下列违反反
托拉斯法的行为:
1、提前宣布新产品的推出 2、捆束策略
3、主机价格高,周边设备价格低
4、拒绝维护采取其它品牌周边设备以及软件的
IBM主机
5、免费训练使用者 6、进行价格歧视，对于教育机构，价格比较低 7、如果目前使用者计划要转换到别的 机种，IBM 拒绝展延它的契约
现 有 产 业 利 润 进入阻绝策略
进入成本
+
退出成本
进入后利润
现有厂商的报复
厂 商 的 数 目
资 产 特 定 性
名 声 效 果
策 略 的 重 要 性
•经济规模 •资产特定性 •已有合约 •投资 •学习成本 •使用者转换成本 •产品空间 •先进品牌优势 •专利 (结构性的进入障碍)
二、进入决策
• 进入成本是厂商为了要达到和目前竞争 者具有相同地位所需要的成本 • 影响进入成本的因素：
竞争
价格竞争 是否阻绝新厂商进入 NO
市场权力
YES 进入阻绝策略 1、限制定价 2、超额设备 3、品牌扩散 4、提高对手成本 YES
NO
口号管理
首 动 利 益
产 品 定 位
空 间 竞 争
价 格 歧 视
计 划 性 落 伍
四、决定合作或竞争的因素
1、厂商的数目 2、成本结构 3、产业需求成长率
4、产品的同质性
• BCG的问题： 从理论上而言： （1）BCG并不是一个利润极大化的方式； （2）市场占有率与利润率的关系并不非常固定； （3）BCG并不重视综效 （4）举债方式筹措资金并不在BCG的考虑之中 执行上的问题： （1）实行BCG方式时要进行SBU（策略事业部） 重组，这要遭到许多组织的阻力； （2）由于不考虑综效，很难处理各个SBU之间的 关系； （待续）
Corporate strategic management(企业战略管理)PPT课件
2021/5/18
5
Strategic management starts with three key questions:
(1) Where is the organization now?
(2) If no changes are made, where will the organization be in a few years?
2021/5/18
8
Four phases ohase 1. Basic financial planning: seeking better operational control by trying to meet annual budgets.
Phase 2. Forecase-based planning: seeking more effiective planning for growth by trying to predict the future beyond the next year.
2021/5/18
4
1.1 Why do we study corporation strategic
management
India’s Tata Steel yesterday predicted cost savings up to $350m annually after it won the battle for control of Anglo-Dutch steel maker Corus, with a £6.7bn bid that will make it the world’s fifth largest steel-maker.
After more than eight hours of head-to-head bidding in London against Companhia Siderúrgica Nacional of Brazil, Tata was declared the winner early yesterday morning with a bid of 608p a share in cash, against CSN’s highest bid of 603p a share.
企业战略管理概论(ppt 23页)
•企业哲学：价值观、理念、行为准则 •企业宗旨：规定企业执行或打算执行的
活动，现在的或期望的企业 类型。
15
• 谁是顾客? • 顾客购买什么? • 顾客期望得到什么? • 顾客的价值观是什么? • 现有产品和服务还有哪些方面不能满足顾客的需求? • 市场可能发生的变化是什么? • 消费时尚可能发生的变化是什么? • 竞争对手可能采取的战略是什么? • 市场的潜力何在? • 产品与制造工艺可能发生的技术改革是什么? • 随着产品的革新，顾客的消费习惯会发生什么变化? • 如何改革产品才会起到引导消费的作用? • 企业的经营方针是否正确? • 是否需要改革企业的经营方针?
10
企业战略的层次： 1、公司战略：企业各种经营和投资的最佳组合 • 决定企业从事何种经营；扩展、限制何种经营 • 决定资金、资源的流动与配置 • 战略态势：发展战略、稳定战略、紧缩战略
2、经营单位战略（事业部战略） • 针对某个业务领域所制定的竞争战略 • 竞争战略：成本领先、产品差异化、集中一点
•
作业标准记得牢，驾轻就熟除烦恼。2 020年1 0月31 日星期 六3时38 分18秒 03:38:1 831 October 2020
•
好的事情马上就会到来，一切都是最 好的安 排。上 午3时38 分18秒 上午3 时38分0 3:38:18 20.10.3 1
•
专注今天，好好努力，剩下的交给时 间。20. 10.3120 .10.310 3:3803:38:180 3:38:18 Oct-20
9
教材（P4）定义为：
企业战略是企业面对激烈变化的企业
内外环境，为求得企业的生存和不 断发展而进行的总体性谋划！
“Without a strategy the organization is like a ship without a rudder, going around in circles.”
活动，现在的或期望的企业 类型。
15
• 谁是顾客? • 顾客购买什么? • 顾客期望得到什么? • 顾客的价值观是什么? • 现有产品和服务还有哪些方面不能满足顾客的需求? • 市场可能发生的变化是什么? • 消费时尚可能发生的变化是什么? • 竞争对手可能采取的战略是什么? • 市场的潜力何在? • 产品与制造工艺可能发生的技术改革是什么? • 随着产品的革新，顾客的消费习惯会发生什么变化? • 如何改革产品才会起到引导消费的作用? • 企业的经营方针是否正确? • 是否需要改革企业的经营方针?
10
企业战略的层次： 1、公司战略：企业各种经营和投资的最佳组合 • 决定企业从事何种经营；扩展、限制何种经营 • 决定资金、资源的流动与配置 • 战略态势：发展战略、稳定战略、紧缩战略
2、经营单位战略（事业部战略） • 针对某个业务领域所制定的竞争战略 • 竞争战略：成本领先、产品差异化、集中一点
•
作业标准记得牢，驾轻就熟除烦恼。2 020年1 0月31 日星期 六3时38 分18秒 03:38:1 831 October 2020
•
好的事情马上就会到来，一切都是最 好的安 排。上 午3时38 分18秒 上午3 时38分0 3:38:18 20.10.3 1
•
专注今天，好好努力，剩下的交给时 间。20. 10.3120 .10.310 3:3803:38:180 3:38:18 Oct-20
9
教材（P4）定义为：
企业战略是企业面对激烈变化的企业
内外环境，为求得企业的生存和不 断发展而进行的总体性谋划！
“Without a strategy the organization is like a ship without a rudder, going around in circles.”
第二章 外部环境分析 《战略管理》PPT课件
购买者讨价还价的能力
购买方的行业集中度 所购产品的标准化程度 购买的产品在其成本中所占的比重和对其所经营的产品的重要
程度 购买者的盈利能力 购买者后向一体化的可能性 转换成本 购买者对市场的了解程度
替代品的威胁
来自替代品的压力主要取决于三个因素： 替代品相对于用户现在使用的产品的价值价格比——
现代企业面临的宏观环境
总的来说，现代企业面临的宏观环境是一个“复 杂快变”和开放分散的环境，其原因主要是世界 经济一体化和科技进步（尤其是现代信息技术） 的影响。
2.2 产业和竞争环境分析
顾客的集合构成了市场，提供相同或相似产品或服务的 企业集合，就形成了一个产业或者叫行业；
产业环境对企业经营的影响更加直接； 产业和竞争环境分析主要围绕产业竞争结构——五力模
2.2.3 战略组分析
战略组是指在一个产业中实施相同或者类似战略的一 组或者多组企业。评价企业战略的相同或者相似之处， 主要是指这一组企业的战略及其竞争地位的决策变量 比较接近，根据这些战略变量，可以把一个产业内的 企业划分为一组或多组战略组。
战略组分析的目的
更好地了解战略组的竞争状况，确定企业的竞争对 手；
规模经济图示
单 位 成 本
0
规模
规模经济的来源
大规模标准化产品带来的直接生产成本下降和间接管理 成本的减少；
固定成本分摊的降低； 大规模采购和销售带来的成本优势； 连续生产过程统一在一个企业内带来的成本节约； 大规模生产中的学习曲线效应。
进入壁垒的本质
进入壁垒的本质是产业内现有企业对自己的保护， 除了企业自身拥有的资源和能力，能否限制其他企 业进入还取决于市场中的顾客。
产业成熟期
成熟期产业技术已经标准化，几乎不存在技术垄断， 产业市场充分成熟，需求逐渐稳定，主要来自产品 更新，很少有初次购买者。
企业战略管理chapter2 Charting a company's direction vision and mission objectives,and strategy
2-11
Capturing the Vision in a Slogan
FedEx
―Satisfying worldwide demand for fast, time-definite, reliable distribution.‖
Home Depot
―Helping people improve the places where they live and work.‖
Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
2–3
1. Grasp why it is critical for company managers to have a clear strategic vision of where a company needs to head and why. 2. Understand the importance of setting both strategic and financial objectives. 3. Understand why the strategic initiatives taken at various organizational levels must be tightly coordinated to achieve companywide performance targets. 4. Become aware of what a company must do to achieve operating excellence and to execute its strategy proficiently.
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战略管理第二章企业的使命与目标
Examples: Mission and Vision Statements
(a unique grocery store chain)
Our mission: To give our customers the best food and beverage values that they can find
3Com
Our mission is to connect more people and organizations to information in more innovative,
simple, and reliable ways than any other networking company in the world. Our vision of
企业的使命和愿景表明了管理者对组织的志向和雄心， 显示了管理层对下述问题的高屋建瓴的看法：
我们想做什么业务？ 我们向何处去？ 我们在尽力创造一类什么样的公司？
它们清晰地将公司的方向和终点描绘出来。
一、企业使命与愿景的概念
企业的使命和愿景表明了管理者对组织的志向和雄心， 显示了管理层对下述问题的高屋建瓴的看法：
Examples: Mission and Vision Statements
Intel
Our vision: Getting to a billion connected computers worldwide, millions of servers, and trillions of dollars of e-commerce. Intel’s core mission is being the building
Avis Rent-a-Car
Our business is renting cars. Our mission is total customer satisfaction.
企业战略管理_第2章
Ch 2 -17
Importance of Mission
Benefits from a strong mission
Mission
Copyright 2007 Prentice Hall
Unanimity of Purpose
Resource Allocation
Organizational Climate Focal point for work
Essential for effectively establishing objectives and formulating strategies
Copyright 2007 Prentice Hall
Ch 2 -12
Vision & Mission
Many organizations develop both vision & mission statements
Copyright 2007 Prentice Hall
Ch 2 -28
Ben & Jerry’s Mission
Ben & Jerry’s mission is to make, distribute and sell the finest quality all-natural ice cream and related products in a wide variety of innovative flavors made from Vermont dairy products. To operate the Company on a sound financial basis of profitable growth, increasing value for our shareholders, and creating career opportunities and financial rewards for our employees. To operate the Company in a way that actively recognizes the central role that business plays in the structure of society by initiating innovative ways to improve the quality of life of a broad community—local, national and international.
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Ch. 12: Org. Structure &
Controls
Chapter 11: Corporate Governance
Strategic Actions
Strategy Formulation
Chapter 5: Bus.-Level Strategy
Chapter 6: Competitive Dynamics
Knowledge Objectives:
1. Understand the ultimate goal of strategic mgmt. – to impact organizational performance.
2. Defining performance,ve-average returns, average returns and below-average returns.
When the actual value created is greater than the expected value
.
2-6
Defining Organizational Performance
The Concept of Value…
What is received for what is given.
Chapter 7: Chapter 8: Corp.-Level Acquisition &
Strategy Restructuring
Chapter 9: Chapter 10:
International Cooperative
Strategy
Strategy
.
2-2
Strat. Management & Firm Performance
• The person who runs 100 meters the fastest
• The person who jumps the highest
• The team who wins the Stanley Cup in the NHL
For firms, it’s when the company successfully formulates & implements a value-creating strategy.
The goal is to gain an economic advantage.
.
2-4
What Is Performance?
An important question in the study of firms. What is performance?
In athletics, it’s straightforward:
3. Discuss the different ways in which organizational performance is measured.
4. Know the strengths and weaknesses of different measures of organizational performance.
Strategy Implementation
Strategic Objectives & Inputs
CChh.a1p:tSertr1a:t. Chapter 3: MgSmtrta. t&egCiocm- The External Mpeatnitaigvenmeesnst Environment
Strategic Management and Firm Performance
Chapter Two
© 2006 by Nelson, a division of. Thomson Canada Limited.
2-1
The Strategic Management Process
Strategic Competitiveness
.
a2*n -5
Levels of Performance
Below-normal Normal performance Above-normal
When the actual value created is less than the value owners expectations
Occurs when the actual value created is equal to the expected value
5. Define corporate social responsibility, sustainability, and the triple bottom line.
.
2-3
Defining Performance
An organization is an association of productive assets who have voluntarily come together to accomplish a set of goals.
?
For customers: ‘Did I receive more than I gave?’
• If the answer is yes, value was created. • If the answer is no, value was destroyed.
For shareholders: Value creation means getting more from an investment than could have been received from another investment with similar risk.
Ch. 2: Strat. Chapter 4: Mgmt . & The Internal
Performance Environment
Strategic Mission & Strategic Intent
Chapter 13: Chapter 14: Strategic Org. Renewal Leadership & Innovation
Controls
Chapter 11: Corporate Governance
Strategic Actions
Strategy Formulation
Chapter 5: Bus.-Level Strategy
Chapter 6: Competitive Dynamics
Knowledge Objectives:
1. Understand the ultimate goal of strategic mgmt. – to impact organizational performance.
2. Defining performance,ve-average returns, average returns and below-average returns.
When the actual value created is greater than the expected value
.
2-6
Defining Organizational Performance
The Concept of Value…
What is received for what is given.
Chapter 7: Chapter 8: Corp.-Level Acquisition &
Strategy Restructuring
Chapter 9: Chapter 10:
International Cooperative
Strategy
Strategy
.
2-2
Strat. Management & Firm Performance
• The person who runs 100 meters the fastest
• The person who jumps the highest
• The team who wins the Stanley Cup in the NHL
For firms, it’s when the company successfully formulates & implements a value-creating strategy.
The goal is to gain an economic advantage.
.
2-4
What Is Performance?
An important question in the study of firms. What is performance?
In athletics, it’s straightforward:
3. Discuss the different ways in which organizational performance is measured.
4. Know the strengths and weaknesses of different measures of organizational performance.
Strategy Implementation
Strategic Objectives & Inputs
CChh.a1p:tSertr1a:t. Chapter 3: MgSmtrta. t&egCiocm- The External Mpeatnitaigvenmeesnst Environment
Strategic Management and Firm Performance
Chapter Two
© 2006 by Nelson, a division of. Thomson Canada Limited.
2-1
The Strategic Management Process
Strategic Competitiveness
.
a2*n -5
Levels of Performance
Below-normal Normal performance Above-normal
When the actual value created is less than the value owners expectations
Occurs when the actual value created is equal to the expected value
5. Define corporate social responsibility, sustainability, and the triple bottom line.
.
2-3
Defining Performance
An organization is an association of productive assets who have voluntarily come together to accomplish a set of goals.
?
For customers: ‘Did I receive more than I gave?’
• If the answer is yes, value was created. • If the answer is no, value was destroyed.
For shareholders: Value creation means getting more from an investment than could have been received from another investment with similar risk.
Ch. 2: Strat. Chapter 4: Mgmt . & The Internal
Performance Environment
Strategic Mission & Strategic Intent
Chapter 13: Chapter 14: Strategic Org. Renewal Leadership & Innovation