戰(zhàn)略管理ppt33頁)(已修改)
2025-02-28 10:23 本頁面
【正文】 11 “Without a strategy the anization is like a ship without a rudder.” Joel Ross and Michael Kami 12 Chapter Roadmap ? What Do We Mean By Strategy? ? Strategy and the Quest for Competitive Advantage ? Identifying a Company’s Strategy ? Why a Company’s Strategy Evolves Over Time ? A Company’s Strategy Is Partly Proactive and Partly Reactive ? Strategy and Ethics: Passing the Test of Moral Scrutiny ? The Relationship Between a Company’s Strategy and Its Business Model ? What Makes a Strategy a Winner? ? Why Are Crafting and Executing Strategy Important? 13 Thinking Strategically: The Three Big Strategic Questions 1. What’s the pany’s present situation? 2. Where does the pany need to go from here? ?Business(es) to be in and market positions to stake out ?Buyer needs and groups to serve ?Direction to head 3. How should it get there? ?A pany’s answer to “how will we get there?” is its strategy 14 What Do We Mean By “Strategy”? ?Consists of petitive moves and business approaches used by managers to run the pany ?Management’s “action plan” to ? Grow the business ? Attract and please customers ? Compete successfully ? Conduct operations ? Achieve target levels of anizational performance 15 The Hows That Define a Firm39。s Strategy ?How to grow the business ?How to please customers ?How to outpete rivals ?How to manage each functional piece of the business (RD, production, marketing, HR, finance, and so on) ?How to respond to changing market conditions ?How to achieve targeted levels of performance Strategy is HOW to . . . 16 Choosing the “Hows” of Strategy ? Strategic choices about “how” are based on ? Trialanderror anizational learning about what has worked and what has not worked ? Management’s appetite for taking risks ? Managerial analysis and strategic thinking about how best to proceed, given market conditions and the pany’s circumstances ? In choosing a strategy, management is in effect saying, “Among all the many different business approaches and ways of peting we could have chosen, we have decided to employ this particular bination of petitive and operating approaches in moving the pany in the intended direction, strengthening its market position, and petitiveness, and boosting performance.” 17 Key Elements of a Successful Strategy ? Developing a successful strategy hinges on making petitive moves aimed at ? Appealing to buyers in ways to set the enterprise apart from rivals and ? Carving out its own market position ? Involves developing a distinctive “aha” element to ? Attract customers and ? Produce a petitive edge Copying petitive moves of other successful panies rarely works! 18 Key Elements: Comcast’s Strategy ? Roll out highspeed Inter or broadband service to customers via cable modems ? Promote a new videoondemand service to allow digital subscribers to watch TV programs whenever they want ? Promote a videoondemand service so digital customers can order
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