企业战略管理第6章.ppt

企业战略管理第6章.ppt

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Chapter6StrategyAnalysis&Choice战略分析与选择战略分析与选择StrategicManagement:

Concepts&Cases11thEditionFredDavid1Copyright2010ChapterOutlineTheNatureofStrategy&Choice战略分析与选择的性质AComprehensiveStrategy-FormulationFramework战略制定综合框架TheInputStage输入阶段2Copyright2010ChapterOutline（contd）TheMatchingStage匹配阶段TheDecisionStage决策阶段CulturalAspectsofStrategyChoice战略选择中的文化因素3Copyright2010ChapterOutline（contd）ThePoliticsofStrategyChoice战略选择中的政治因素GovernanceIssues治理问题4Copyright2010Toacquireornottoacquire,thatisthequestionRobertJ.TerryStrategyAnalysis&ChoiceLifeisfulloflousyoptionsGeneralP.X.Kelley5Copyright2010-Establishinglong-termobjectives建立长期目标-Generatingalternativestrategies制定备选战略-Selectingstrategiestopursue选择采用的战略-Bestalternative-achievemission&objectives努力选出能够使公司更好地实现自身使命与目标的行动方案NatureofStrategyAnalysis&ChoiceStrategyAnalysis&Choice战略分析与选择战略分析与选择6Copyright2010nVision远景nMission使命nObjectives目标nExternalaudit外部分析nInternalaudit内部分析nPastsuccessfulstrategies以往成功的战略StrategyAnalysis&Choice战略战略分析与选择分析与选择AlternativeStrategiesDeriveFrom可供选择的战略方案建立在7Copyright2010StrategyAnalysis&Choice战略分析与选择战略分析与选择GeneratingAlternatives拟定和评价被选战略方案拟定和评价被选战略方案Participationingeneratingalternativestrategiesshouldbeasbroadaspossible在拟定和评价被选战略方案的过程中，企业应当让不同职能部门和事业部的代表参与其中8Copyright2010ComprehensiveStrategy-FormulationFramework战略制定综合框架战略制定综合框架9Copyright2010Strategy-FormulationAnalyticalFramework战略制定分析框架战略制定分析框架InternalFactorEvaluationMatrix（IFE）内部因素评价矩阵内部因素评价矩阵ExternalFactorEvaluationMatrix（EFE）外部因素评价矩阵外部因素评价矩阵CompetitiveProfileMatrix（CPM）竞争态势矩阵竞争态势矩阵10Copyright2010Stage1:

TheInputStage输入阶段输入阶段Basicinputinformationforthematching&decisionstagematrices匹配和决策阶段的基本输入信息Requiresstrategiststoquantifysubjectivityearlyintheprocess战略家需要在战略制定过程之初就将主观信息定量化Goodintuitivejudgmentalwaysneeded战略家需要有良好的直觉判断能力11Copyright2010Strategy-FormulationAnalyticalFramework战略制定分析框架战略制定分析框架SWOTMatrixSWOT矩阵矩阵SPACEMatrixSPACE矩阵矩阵BCGMatrixBCG矩阵矩阵IEMatrixIE矩阵矩阵GrandStrategyMatrix大战略矩阵大战略矩阵12Copyright2010Stage2:

TheMatchingStage匹配阶段匹配阶段Matchbetweenorganizationsinternalresources&skillsandtheopportunities&riskscreatedbyitsexternalfactors企业资源、技能等内部要素与外部因素带来的机会、风险进行匹配13Copyright2010Stage2:

TheMatchingStage匹配阶段匹配阶段Strengths优势Weaknesses劣势Opportunities机会Threats威胁SWOTMatrixSWOT矩阵矩阵14Copyright2010SWOTMatrixStrengths-Opportunities（SO）优势-机会战略Weaknesses-Opportunities（WO）劣势-机会战略Strengths-Threats（ST）优势-威胁战略Weaknesses-Threats（WT）劣势-威胁战略FourTypesofStrategies四种战略四种战略15Copyright2010SOStrategiesUseafirmsinternalstrengthstotakeadvantageofexternalopportunities发挥企业内部优势来发挥企业内部优势来把握外部机会把握外部机会StrengthsWeaknessesOpportunitiesThreatsSWOT16Copyright2010WOStrategiesImprovinginternalweaknessesbytakingadvantageofexternalopportunities利用外部机会来利用外部机会来弥补内部劣势弥补内部劣势StrengthsWeaknessesOpportunitiesThreatsSWOT17Copyright2010STStrategiesUseafirmsstrengthstoavoidorreducetheimpactofexternalthreats利用企业的优势回避利用企业的优势回避或减少外部威胁的或减少外部威胁的冲击冲击StrengthsWeaknessesOpportunitiesThreatsSWOT18Copyright2010WTStrategiesDefensivetacticsaimedatreducinginternalweaknesses&avoidingenvironmentalthreats努力弥补内部劣势努力弥补内部劣势并规避外部威胁的并规避外部威胁的防御性举措防御性举措StrengthsWeaknessesOpportunitiesThreatsSWOT19Copyright2010SWOTMatrixDevelopingtheSWOT构建构建SWOT矩阵矩阵ListfirmskeyinternalStrengths列出企业的关键内部优势列出企业的关键内部优势ListfirmskeyinternalWeaknesses列出企业的关键内部劣势列出企业的关键内部劣势ListfirmskeyexternalOpportunities列出企业的关键外部机会列出企业的关键外部机会ListfirmskeyexternalThreats列出企业的关键外部威胁列出企业的关键外部威胁20Copyright2010SWOTMatrixLeaveBlankStrengthsS列出优势列出优势WeaknessesW列出劣势列出劣势OpportunitiesO列出机会列出机会SOStrategiesUsestrengthstotakeadvantageofopportunitiesWOStrategiesOvercomingweaknessesbytakingadvantageofopportunitiesThreatsT列出威胁列出威胁STStrategiesUsestrengthstoavoidthreatsWTStrategiesMinimizeweaknessesandavoidthreats21Copyright2010Developanewemployeebenefitspackage=Strongunionactivity（threat）+Pooremployeemorale（weakness）Developnewproductsforolderadults=Decreasingnumbersofyoungadults（threat）+StrongR&D（strength）Pursuehorizontalintegrationbybuyingcompetitorsfacilities=Exitoftwomajorforeigncompetitorsfromtheindustry（opportunity）+Insufficientcapacity（weakness）AcquireCellfone,Inc.=20%annualgrowthinthecellphoneindustry（opportunity）+Excessworkingcapacity（strength）KeyInternalFactorKeyExternalFactorResultantStrategyMatchingKeyFactorstoFormulateAlternativeStrategies22LimitationswithSWOTMatrixSWOT矩阵的局限nDoesnotshowhowtoachieveacompetitiveadvantage没有给出如何形成竞争优势nProvidesastaticassessmentintime是即时静态的断面分析nMayleadthefirmtooveremphasizeasingleinternalorexternalfactorinformulatingstrategies会使公司在制定战略的过程中过渡和强调单一的内在或外在因素23Copyright2010Strategy-FormulationAnalyticalFramework战略制定分析框架战略制定分析框架SWOTMatrixSPACEMatrixBCGMatrixIEMatrixGrandStrategyMatrix24Copyright2010SPACEMatrixSPACE矩阵矩阵StrategicPosition&ActionEvaluationMatrix战