【文章內(nèi)容簡介】 alysis ? Forecasting ?Decentralization of anization ?Decentralization of anization ? Scenario planning Environmental Condition 61 ? What environmental factors are affecting the anization? ? Which of these are the most important at present time? In next year? Political/legal ? Monopolies legislation ? Environmental protection laws ? Taxation policy ? Foreign trade regulation ? Employment law ? Government stability Sociocultural factors ? Population demographics ? Ine distribution ? Social mobility ? Lifestyle changes ? Attitudes to work and leisure ? Consumerism ? Levels of education Economic factors ? Business cycles ? GDP trends ? Interest rates ? Money supply ? Inflation ? Unemployment ? Disposable ine ? Energy availability and cost Technological ? Government spending on research ? Government and industry focus on technological effort ? New discoveries/development ? Speed of technology transfer ? Rates of obsolescence 62 風險且高收益 風險和低收益 穩(wěn)定且高收益 穩(wěn)定且低收益 高 進入障礙 低 高 退出 障礙 低 進入障礙：規(guī)模經(jīng)濟、產(chǎn)品差異性、資本需求、 轉移成本、促銷渠道、政府政策 退出障礙：資產(chǎn)專一性、內(nèi)部戰(zhàn)略關系、情感 障礙、政府和社會制約 63 Global Strategy ? Trade policy ? Technical standard ? Host government policies ? Scale economics ? Sourcing efficiency ? Country specific cost ? High product Development cost ? Interdependence ? Competitors global ? High ex/imports ? Similar customer need ? Global customers ? Transferable mkting Global petition Global market convergence 64 65 Procedures ? Identifying the key changes in the anization’s environment (no more than 78 points) ? Identifying the key variables in terms of the resource profile and petences of the anization (8 ps) ? Illustrating the analysis by keeping to quite specific points, rather than overgenerising analysis ? Providing some useful strategic foresights 66 Strengths amp。 Weakness Main strengths Capacity for inno. + + ++ + ++ 7 0 Good GP links + + + + + 5 0 Committed employees + + + 0 + 4 0 Good joint working with social services + 0 + + 3 1 Main weaknesses Lack of oute measures 0 5 Information mea surement systems 0 6 Providerdominated agenda 0 ++ 2 6 No financial growth + + 2 3 + 5 3 5 3 7 2 5 5 5 4 Key Issues in the Environment Politics/ New Tech Rising Demo Competitive legislation nologies public graphic market + expectation trends 67 行業(yè)內(nèi)企業(yè) 供應商 用戶 潛在進入者 替代品 Threat Threat Bargain Bargain 68 資源供方：員工、社會、股東 —— 企業(yè)運行基礎 替代品廠商 同行業(yè)廠商 互補品廠商 潛在進入者 企業(yè) 中間買方：企業(yè)外部配送體系 最終買方顧客：企業(yè)生存之本 買方 買方 潛在顧客 企業(yè)品牌顧客 競爭品牌顧客 流動顧客 69 ‘Best in class’ ? Thinking ? Practice ? Competitors ? Cooperators ? Coordinators objectives Existing level ? resources ? capabilities Road 2 Road 1 Road 3 Road 3: leapfrogging Road 2: integration Road 1: imitation 70 Level of Benchmarking Through Examples of Measures Resources Resource audit Quantity of resources, . ? revenue/employee ? capital intensity Quality of resources, . ? qualifications of employees ? age of machinery ? uniqueness (. patents) Competences in Analysing ? Sales calls per salesperson separate activities activities ? Output per employee ? Materials wastage Competences Analysing overall ? Market share through managing performances ? Profitability linkage ? Productivity 71 72 總體要求 不管維持原狀、收縮，或擴張，企業(yè)都需在業(yè)務上作 戰(zhàn)略性調整。本章重點要求分析企業(yè)如何根據(jù)內(nèi)外環(huán) 境條件的變化，來選擇相應的業(yè)務發(fā)展戰(zhàn)略，以及在 選擇相應戰(zhàn)略時應考慮具備的條件。 具體目標 ? 業(yè)務展開途徑選擇 ? 縱向整合拓展戰(zhàn)略 ? 橫向多元發(fā)展戰(zhàn)略 ? 業(yè)務組合重構戰(zhàn)略 73 業(yè) 務 范 圍 集約戰(zhàn)略 整合戰(zhàn)略 多元戰(zhàn)略 橫向整合 縱向整合 相關多元 無關多元 前向整合 后向整合 點 線 網(wǎng) 業(yè) 務 范 圍 進入戰(zhàn)略 退出戰(zhàn)略 調整戰(zhàn)略 購并、自創(chuàng)、聯(lián)盟 出售、轉讓、關閉 整頓、緊縮、重構 74 難 整 合 難 度 易 快 慢 進入速度 內(nèi)部開發(fā) 合并或收購 聯(lián)合開發(fā)和 戰(zhàn)略聯(lián)盟 ? 合資企業(yè) ? 聯(lián)營 ? 網(wǎng)絡組織 ? 特許 /許可證 并購、自創(chuàng)、聯(lián)盟？ 問題：并購、自創(chuàng)和聯(lián)盟各自條件？ 75 業(yè)務發(fā)展方向 市 場 當 前 新 ? 退出 ? 鞏固 ? 市場滲透 ? 產(chǎn)品開發(fā) ? 市場開發(fā) ? 差別化 （ B）（ C） 產(chǎn)品 當前 新 (A) 相關發(fā)展 后向 前向 水平 (B)相關多元化 財務 技能 風險 其它 (C)無關多元化 76 原材料生產(chǎn) 零部件生產(chǎn) 產(chǎn)品 /工藝 研究 /開發(fā) 機器生產(chǎn) 原材料供應 零部件供應 機器供應 財 務 運 輸 互補產(chǎn)品 競爭產(chǎn)品 制造商 副產(chǎn)品 營銷信息 運 輸 分銷分部 售