企业战略管理第6章.ppt

1、Chapter 6Strategy Analysis&Choice战略分析与选择战略分析与选择Strategic Management:Concepts&Cases11th EditionFred David1Copyright 2010Chapter OutlineThe Nature of Strategy&Choice战略分析与选择的性质A Comprehensive Strategy-Formulation Framework战略制定综合框架The Input Stage输入阶段2Copyright 2010Chapter Outline(contd)The Matching Stag

2、e匹配阶段The Decision Stage决策阶段Cultural Aspects of Strategy Choice战略选择中的文化因素3Copyright 2010Chapter Outline(contd)The Politics of Strategy Choice战略选择中的政治因素Governance Issues治理问题4Copyright 2010To acquire or not to acquire,that is the question Robert J.TerryStrategy Analysis&ChoiceLife is full of lousy opti

3、ons General P.X.Kelley5Copyright 2010-Establishing long-term objectives建立长期目标-Generating alternative strategies制定备选战略-Selecting strategies to pursue选择采用的战略-Best alternative-achieve mission&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 Nature of Strategy Analysis&ChoiceStrategy Analysis&Choice战略分析与选择战略分析与选择6C

4、opyright 2010nVision远景nMission使命nObjectives目标nExternal audit外部分析nInternal audit内部分析nPast successful strategies以往成功的战略Strategy Analysis&Choice战略战略 分析与选择分析与选择Alternative Strategies Derive From 可供选择的战略方案建立在7Copyright 2010Strategy Analysis&Choice战略分析与选择战略分析与选择Generating Alternatives 拟定和评价被选战略方案拟定和评价被选战略

5、方案Participation in generating alternative strategies should be as broad as possible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8Copyright 2010Comprehensive Strategy-Formulation Framework战略制定综合框架战略制定综合框架9Copyright 2010Strategy-Formulation Analytical Framework战略制定分析框架战略制定分析框架Internal Factor EvaluationMatri

6、x(IFE)内部因素评价矩阵内部因素评价矩阵External Factor EvaluationMatrix(EFE)外部因素评价矩阵外部因素评价矩阵Competitive Profile Matrix(CPM)竞争态势矩阵竞争态势矩阵10Copyright 2010Stage 1:The Input Stage输入阶段输入阶段Basic input information for the matching&decision stage matrices匹配和决策阶段的基本输入信息Requires strategists to quantify subjectivity early in th

7、e process战略家需要在战略制定过程之初就将主观信息定量化Good intuitive judgment always needed战略家需要有良好的直觉判断能力11Copyright 2010Strategy-Formulation Analytical Framework战略制定分析框架战略制定分析框架SWOT MatrixSWOT矩阵矩阵SPACE MatrixSPACE矩阵矩阵BCG MatrixBCG矩阵矩阵IE MatrixIE矩阵矩阵Grand Strategy Matrix大战略矩阵大战略矩阵12Copyright 2010Stage 2:The Matching Sta

8、ge匹配阶段匹配阶段Match between organizations internal resources&skills and the opportunities&risks created by its external factors 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13Copyright 2010Stage 2:The Matching Stage匹配阶段匹配阶段Strengths优势Weaknesses劣势Opportunities机会Threats威胁SWOT Matrix SWOT 矩阵矩阵14Copyright 2010SWOT MatrixSt

9、rengths-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Four Types of Strategies四种战略四种战略15Copyright 2010SO StrategiesUse a firmsinternal strengthsto take advantageof external opportunities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StrengthsWeakn

10、essesOpportunitiesThreatsSWOT16Copyright 2010WO StrategiesImproving internalweaknesses bytaking advantageof externalopportunities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StrengthsWeaknessesOpportunitiesThreatsSWOT17Copyright 2010ST StrategiesUse a firms strengthsto avoid orreduce the impactof externalthreats利用企业的优

11、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StrengthsWeaknessesOpportunitiesThreatsSWOT18Copyright 2010WT StrategiesDefensive tacticsaimed at reducinginternal weaknesses&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StrengthsWeaknessesOpportunitiesThreatsSWOT19Copyright 2010SWOT MatrixDe

12、veloping the SWOT 构建构建SWOT矩阵矩阵List firms key internal Strengths列出企业的关键内部优势列出企业的关键内部优势List firms key internal Weaknesses列出企业的关键内部劣势列出企业的关键内部劣势List firms key external Opportunities列出企业的关键外部机会列出企业的关键外部机会List firms key external Threats列出企业的关键外部威胁列出企业的关键外部威胁20Copyright 2010SWOT MatrixLeave BlankStrengths

13、 S列出优势列出优势Weaknesses W 列出劣势列出劣势Opportunities O 列出机会列出机会SO StrategiesUse strengths to take advantage of opportunitiesWO StrategiesOvercoming weaknesses by taking advantage of opportunitiesThreats T 列出威胁列出威胁ST StrategiesUse strengths to avoid threatsWT Strategies Minimize weaknesses and avoid threats2

14、1Copyright 2010Develop a new employee benefits package=Strong union activity(threat)+Poor employee morale(weakness)Develop new products for older adults=Decreasing numbers of young adults(threat)+Strong R&D(strength)Pursue horizontal integration by buying competitors facilities=Exit of two major for

15、eign competitors from the industry(opportunity)+Insufficient capacity(weakness)Acquire Cellfone,Inc.=20%annual growth in the cell phone industry(opportunity)+Excess working capacity(strength)Key Internal FactorKey External FactorResultant StrategyMatching Key Factors to Formulate Alternative Strateg

16、ies22Limitations with SWOT Matrix SWOT矩阵的局限nDoes not show how to achieve a competitive advantage没有给出如何形成竞争优势nProvides a static assessment in time是即时静态的断面分析nMay lead the firm to overemphasize a single internal or external factor in formulating strategies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23Copyright 2010Strategy-Formulation Analytical Framework战略制定分析框架战略制定分析框架SWOT MatrixSPACE MatrixBCG MatrixIE MatrixGrand Strategy Matrix24Copyright 2010SPACE Matrix SPACE 矩阵矩阵Strategic Position&Action Evaluation Matrix战