HND 商务文化策略 2上课讲义Word文档格式.docx

HND 商务文化策略 2上课讲义Word文档格式.docx

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PreparedbyZhangChen

PreparedforTangYan

StudentNumber:

135139793

Date:

June25,2013

Content

1.0Introduction

2.0Findings

2.1FourBusinessStrategies

2.1.1MarketPenetration

2.1.2Differentiation

2.1.3CostLeadership

2.1.4Diversification

2.2DifferencesandRelationshipsbetweenStrategyandStrategicChoice

2.3InfluenceofTwoDifferentBusinessStrategies

2.4theForcesforChange

2.4.1Market/IndustryKnowledge

2.4.2SufficiencyofResourcesandCapabilities

2.5theEffectofBusinessStrategy

2.6theRoleofManagement

2.7theInfluenceofChangingmanagement

2.8Lewin'

sForceFieldAnalysis

2.9MethodtoOvercomeResistance

3.0Conclusion

4.0Reference

AGCompanyisasoftwarecompanyandgamesdevelopmentcompanybasedin2011.Thecompanybeganasthreefriendspursuingapassion,Thisreportwillindicatetheforbusinessstrategies,anddifferencesandrealationshipsbetweenstrategyandstrategychoices,theidentifytheeffectofthecurrentandfuturestrategyandtelltheimpactofboth,last,thisreportwilluseLewin'

sForceFieldAnalysisanddecidesomeapproachtochange

Herewemarketourexistingproductstoourexistingcustomergroups.Thismeansincreasingourrevenueby,promotingtheproduct,repositioningthebrand,andsoon.However,theproductisnotalteredandwedonotseekanynewtypesofcustomers.Itinvolvesanincreaseinsalesofexistingproductstoexistingmarkets-sellingmoreofthesametothesamepeople.Ithastwomethods;

thefirstoneisusingtheexistingproductbreaknewmarkettopenetrated,theotherisoffernewproductstoexistingmarkettopenetrate.

Thisstrategyhasthelowerriskanddon’tneedmoreinvestment.Itissuitablefortheproductbeinginthegrowthprocess,whenthemarketisnotsaturatedthebusinesswouldgrowthinthemarketandincreasedvolumesleadtoeconomiesofscale,especiallyforsomebusinesswhichnothavesomeclearlygoalsanddevelopmentstrategies.

Itisthecompanywouldoffertheuniqueproductsorservices.Companycouldusetheuniquematerialsorresearchthenewtechnologyornewmaterials,thenmakeconsumershavethebetterandtotallydifferentproductsorservicesthancompetitors.IftheAGCompanywantstocarryoutthisstrategy,itshouldmeetsomerequirements:

First,AGCompanyneedastrongresearchanddeveloptheircapability,thereputationofquality,innovationandtechnology.Itwouldhavethestrengthofmarketingmanagementandateamwithhigh-levelresearchstaff,creativestaffandhighlevelskillstaff.Thenthebusinesscanmakemoresuperiordifferencethancompetitors.Andtheneedofconsumerswillbevarious.Themaincompetitionismainlyabouttheproductinnovation.

Itinvolvesthefirmwinningmarketsharebyappealingtocost-consciousorprice-sensitivecustomers.Anditfocusesonefficiencyandlowercost.Itmeansbusinessreducetheircostandgainthecompetitiveadvantageaboutlowercost.Thecompanyinanymarketwillgainlotsofadvantagesfrombeingabletoproduceatthelowestcost.Acostleadershipstrategyisappropriatewhenthecompanyhasitscompetitiveadvantagesatproducingefficiency,andthecostislowest.Itisusefulfortheproductmarketshareismuchlargerthancompetitorsandthebusinessthatcouldreducethecostofproductthroughsavingthematerials,improvethetechnology,innovationofproduce

Thisiswherewemarketcompletelynewproductstonewcustomers.Therearetwotypesofdiversification.Thefirstisrelateddiversificationandthesecondisunrelateddiversification.Relateddiversificationmeansthatthecompanyremainsinamarketorindustrywithwhichwearefamiliar.Unrelateddiversificationiswherethecompanyhasnopreviousexperienceinthemarketorindustry.Thisstrategycouldbeusedinacompanywithmanycompetitorsinthesameindustry.Anditsproductsareonthestageofmarketsaturation,andnotperformasgoodasothercompetitor.Thenthecompanycouldchoosetoproducenewproductsinadifferentindustry.Atlastitwillattractnewconsumersandincreasethemarketshares.

Businessstrategyincludesplanningchoice,implementationandevaluationthatguidethecompanytogaingreatprofitandsuccess.Aninspiredandclearlystrategywouldbringaboutsuccessful,whileaweakorunsuitablestrategymayresultthecompanyastray.

Strategicchoiceisconsiderthecompetitiveadvantage,theinfluencefromenvironmental,thepressures,andthenmakeadecisionaboutthecompanyfuture.

InAlphabetGame,thestrategymaybefacedmorechoice.Inthiscase,wecouldknowthatAGCompanywasasmall-sizecompanythereforetheychosethecostfocusstrategy.Themaindifferencebetweenthebusinessstrategyandstrategicchoiceisthatstrategicchoiceisastepofbusinessstrategynotastrategy.Butitdecidedthebestchoicefororganizationstrategy.

Current

Fromthecase,wecouldknowthatatthebeginning,AGCompanyisasmall-sizecompanyandlackofdifferentiation.Anditonlyhasfewerclientsandlowvaluemanufacturing.Thecompanybeganasthreefriendsin2001,houseresearch,developmentandproductionwhichrankalongsideanyofitscomparablecompetitors.Accordingtothecase,wecouldknowthatthecostfocusstrategyismostsuitableforAGCompany.Theyneedcutdownthecostbymanagingthevaluechaineffectively.InAGCompany,productioncosthavetripledinrecentyearswiththeintroductionofnextgenerationgamesconsoles,themanagercouldmakesomedecisionaboutcutcost.Findingthenewlow-costpurchasingchannel,purchasingthehighqualitymaterialscutthewaste,savingthematerials,improvingthelaborskilltoimprovetheworkingefficiency.

Asthematteroffact,managersareconsideringallthepossibilitytocutdownthecost.Withthedevelopmentofindustry,therewillbemoreandmoreconsumers’demandvariety.ThereforeAGCompanyneedstomakeachangeaboutthestrategytomeetnewchallenges.

Future

Consumersneedexpectationsofappearance,movementandbehaviorhasraisedthebarintermsofgraphicbelievabilityandauthenticity.Thesemakearequestofnewtechniqueandcreative.Theyshouldcarryoutthedifferentiationstrategytocreatethetotallydifferentproductsandservicetocustomersaimingtohavetheircompetitiveedge.AGCompanyshouldincreasetheinvestmentinresearchanddevelopmenttocreateuniquegoodsandservices.

Thenewfunctionmarketingandeducationaltools,internetcompetitivemarketingaretheuniqueproductsoffertoconsumers.Companyusedthemarketingoreducationaltoolstoclients.TheriseofinternetcompetitivemarketinghasalsoprovidedsubstantialopportunitiesandAGhasstriventobeattheforefrontofthatdevelopment.

2.4TheForcesforChange

Somemarket/industryknowledgeisnecessarytoAGmanagers.Byenvironmentalresearch,wecouldclearlyknowthetrendsofmarketandtheneedofconsumers.Andbyinvestigatingtheconsumers,AGCompanywillrealizethegameworldsmustreactinarealisticmannerandexpectationsofappearance,movementandbehaviorhasraisedthebarintermsofgraphicbelievabilityandauthenticity.

Whenthemanagershavecollectedthisinformationfromconsumers,AGCompanywouldmaketherightdecisionsforthefuturedevelopment.Theywouldfocusonthenewtechniqueresearchanddevelopmentandimprovingthestaffskills.Thereforethemarket/industryknowledgeisfullofimportanceanditcouldaffectthefutureanddevelopmentofAGCompany.

WhenAGCompanycarriesoutastrategy,theyshouldensurethatAGCompanyhasenoughresourceandcapabilities,thereasonofwhichisthatenoughresourceistherequirementwhendotheresearchinganddevelopingofnewproductsandservice.

InAGcompany,productioncostandtechnologicalcosthaverisenmostsharplyinrelationtographicsasHDgamingrequireslargescaleinvestmentinstaffandequipment.,therefore,AGCompanyshouldaddtheinvestmentcapitalinproductionandtechnologicaltomeettheever-growingdemandofnewproductionandservices.

WiththedevelopmentofAGCompanythedemandofresourcewouldbecomelargerandmorevarious.AGCompanyshouldmorefocusontheresourcechannelandcapabilities.

Afteranalyzingthiscase,thebetterbusinessstrategyforAGCompanyisdifferentiation.Thischoicewillbringmanyadvantages.

ThefirstoneisthatitcouldhelpAGCompanymakemoreprofits.AGCompanyselectthedifferentiationstrategy,thenitwillgivetheconsumeraclearreasonwhychoosethem,suchasthehigh-quantityofproductandproductswithuniquetechnology.

Thesecondoneisthatitcouldimprovetheinnovationability.AGCompanyusestheflashgameasmarketingoreducationaltoolsthatisainnovation.Itnotcanincreasethesale,butincreasetheinnovationcompetitiveadvantagewhichhasprovidealong-termplanforAGCompany

Thethirdoneisthatitwillsecurethecustomerloyalty.Itmakesthesubstitutegoodshavenostrengthinperformance.Consumerwillcontinueusethissoftwareuntilthenewproductionappears.

ThelastoneisthatitwillincreasethemarketshareofAGCompany.Accordingtothiscase,wecanknowthattherearemanycompetitorsinthisindustry,suchasMicrosoftandSONYwhichhitAGdeeply.Theproducts