策略管理--理解策略环境：外局部析

1、策略管理-理解策略环境：外局部析Comprehensive Strategic Management Model综合战略管理模型 （P92）Vision & Mission Statements制定愿景和使命陈述Chapter 2ExternalAudit实施外部分析Chapter 3InternalAudit实施外部分析Chapter 4Long-TermObjectives建立长期目标Chapter 5Generate,Evaluate,SelectStrategies制定评价和选择战略Chapter 6ImplementStrategies:Mgmt Issues战略实施：管理问题Cha

2、pter 7ImplementStrategies:Marketing,Fin/Acct,R&D, CIS战略实施：营销、财务、会计、研究开发及计算机信息系统问题Chapter 8Measure &EvaluatePerformance度量和评估绩效Chapter 92Session Objectives本章目标Understand the impact of environment on Strategic Management 理解环境对战略管理的影响Appreciate contribution of systems thinking 分析系统思维方式的贡献Explore key ele

3、ments of the external environment 研究外部环境的关键因素3External Assessment外部分析 External Strategic-Management Audit外部战略管理分析Industry analysis 产业分析Environmental scanning 环境审视 Risk assessment 风险分析Competition analysis 竞争分析4Whole/Open system scanning process总体/开放系统审视程序system in complex turbulent environment with m

4、any forces acting randomly 在复杂的动荡环境中,很多力量毫无规律地起作用some forces more relevant than others for survival of system 对于系统的生存而言,某些力量比其它力量关系更大system needs to identify appropriate responses to relevant forces 系统需要确认对相关力量作出适当的反应system makes appropriate internal changes 系统作出适当的内部改变5Exercise 1 练习1What are 3 emer

5、ging issues/external challenges facing your business? 你公司面临的3个新兴的问题/外部挑战是什么?Share your ideas in your group, then 1 major learning with the class与小组分享你的看法,然后把一个主要观点与全班分享6External Assessment 外部分析External audit:外部分析Focuses on identifying & evaluating events beyond the immediate control of the organisat

6、ion关注对组织无法立即控制的事件的确认和分析7External Assessment (Contd)外部分析(续)External audit may focus on:外部分析可集中于:Increased foreign competition 外国竞争的增加Population shifts 人口迁移Demographics (e.g. ageing population, migration) 人口统计(例如,老龄化人口,移民)Information technology 信息技术8External Assessment (Contd)外部分析(续)External audit rev

7、eals:外部分析(续)Key opportunities主要机遇Key threats 主要威胁Managers formulate strategies:经理人员制定战略Take advantage of opportunities利用机遇Avoid/reduce impact of threats避免/减少威胁的影响9External Assessment (Contd)外部分析(续)External Audit 外部分析Aimed at identifying key variables that offer actionable responsesScenario planning

8、and scoping exercises目标在于确认带来可以实施的反应的关键变量方案计划和范围练习10Exercise 2 (Display)练习2（展示）Identify external forces impacting on your business (post yellow sticky notes on whiteboard display, and translate)确认对你的公司产生影响的外部因素（用黄色粘贴纸将答案粘到白板上，并解释）11External Assessment外部分析Critical External Challenges关键外部挑战may also in

9、clude:可能包括：Competition, government policy, economic forces & restructuring竞争、政府政策、经济因素和调整Social, cultural and demographic forces Political, governmental, & legal forces社会、文化、人口因素，政治、政府和法律因素Technological forces技术因素Ecological/ environmental challenges生态/环境挑战12External Assessment外部分析Key External Forces

10、关键外部因素 Market regulation 市场规范 Foreign policy 外交政策 Competitors 竞争者 Suppliers 供应商 Distributors 分销商 Creditors 债权人 Customers 客户 Employees 雇员 Communities 社区 Managers 经理人 Shareholders 股东 Labor Unions 工会 What else? 还有？.Opportunities&Threats机遇和威胁13External Assessment外部分析 Systems Theory Approach系统理论方法 Use Sy

11、stems Thinking to determine the relative uncertainty facing the business given complexity and turbulence (Emery) 运用系统思维方式决定企业在复杂和动荡环境中面临的相对不确定性。（埃默里）Involve as many managers & employees as possible (vertical or diagonal slice of organisation) 尽可能让最多的经理人和雇员参与（组织的纵向或斜面）Organisational success depends o

12、n ability to identify most significant impacts and devise most appropriate responses 组织成功依赖于确认最有意义的影响的能力及制定最合适的反应的能力。14External Assessment外部分析 Systems Theory Approach系统理论方法Information about social, demographic, cultural, environmental, etc. 有关社会、人口、文化和环境等问题Monitor sources of information (key magazin

13、es, articles, etc.) utilization of Internet 对信息资源的监控（关键杂志、文章等）利用因特网Stakeholder strategy: suppliers, distributors, customers as useful sources of information 利益相关者战略：利用供应商、分销商、客户作为有用的信息源15External Assessment 外部分析Global, regional, national and local issues and futures 全球、区域、国家和当地问题及未来Rates of change a

14、nd complexity 变化比率和复杂性Vary over time and in impact 随时间推移的变化和影响Vary according to position & competition根据地位和竞争产生的变化How best to conduct an external audit process that is inclusive, participative and future focussed?如何最好地制定一个综合性、参与性并关注未来的外部分析流程？16External Assessment外部分析Process Issues 流程问题Important to a

15、chieving objectives 对达到目标重要May not be easily measurable 可能不容易衡量Applicable to all competing businesses 适用于所有的竞争性企业Volatile and highly political 波动性大并高度政治化Audit process critical to a useful product 对于一个有用的产品而言，分析流程是关键17External Assessment外部分析 Key External Factors may include:关键外部因素可能包括：Market share 市场

16、份额Breadth of competing products 竞争产品宽度Global/regional/national/local economies 全球化/区域化/国家/本地经济Price competitiveness 价格竞争性Technological advancements 技术进步Interest rates 利息18Exercise 3 练习3What are 2 new/ emerging social or demographic issues in your industrys external environment? 在你所在的行业的外部环境中，有哪2项是新的

17、/新兴的社会或人口问题？What are 2 ecological/ environmental issues? 什么是生态/环境的两种问题？Share your findings with your group, then the class 与小组分享你的成果，然后与全班分享。19Economic Issues经济问题Unemployment trends 失业趋势Value of the dollar in world markets 美元在世界市场的价值Stock market trends 股市走势Foreign countries economic conditions 外国经济条

18、件Import/export factors 进口/出口因素Demand shifts for goods/services 产品/服务的需求转移Income differences by region/customer 地区/顾客的收入差异Price fluctuations 价格波动Exportation of labor & capital 劳务和资本出口Monetary policies 货币政策Fiscal policies including taxation 财政政策，包括税收International, Regional and National policies 国际、地区和

19、国家政策External Environment外部环境20Social Issues社会问题Will impact:将影响：Products 产品Services 服务Markets 市场Customers 顾客World population 6 billion 世界人口 60亿(1 person in 2 will be Chinese) （1/2将为中国人）Australian population 20 million 澳洲人口 $75,000 其中80% 的家庭收入 $75,000Internet usage lowest (3%) among Americans earning

20、$10K or less 收入1万或低于1万美元的美国人中因特网使用率最低(3%) 26.7% of White Americans use Internet at home compared to 9.2% Blacks & 8.8% of Hispanics 与9.2% 黑人及8.8% 西班牙人相比，26.7% 美国白人使用因特网PRC has relatively high Internet usage 中华人民共和国电脑使用率相对而言较高Africa, South America and parts of Europe have very low usage 非洲、南美及欧洲部分地区的

21、使用率很低24Social & Environmental Forces社会和环境因素Other social variables:其它社会变量：Consumption patterns消费模式Ethical concerns eg. Social equality道德关怀，例如：社会平等Energy conservation 节约能源Corporate citizenship 良好公司公民Work-life balance 工作-生活平衡Endangered species 濒于灭绝的物种Waste management & recycling 废品管理和回收25Exercise 4 练习4

22、How did your organisation respond to the SARS crisis? 你公司对 “非典” 是如何反应的？What were the strategic lessons? 从中得到的战略性教训是什么？Share major learnings with the class 与全班共享主要的成果。26Increasing Global Interdependence日益增长的全球相互依赖性Strategic global capabilities 战略全球化能力Forecast political climates 预测政治环境Legal skills 法律水

23、平Diverse world cultures 多姿多彩的世界文化Globalisation of industry产业全球化Worldwide trend toward similar consumption patterns, alongside cultural differences 尽管文化差异存在，世界趋同于相似消费模式的趋势Global supply chain 全球供应链E-Commerce 电子商务27Political, Government & Legal Forces政治、政府和法律因素 Government planning controls政府计划控制Central

24、 中央集权式Regional 区域Tax systems 税收体系Lobbying 游说Intellectual property laws 知识产权法28Political & legal variables政治和法律变量Government regulation/deregulation政府规章/自由化Political Lobbies政治游说者Voter participation trends选民参与趋势Environmental protection laws环境保护法Equal employment legislation平等就业法规China-American relations

25、hips中美关系Islamic extremism 伊斯兰极端主义International terrorism国际恐怖主义29Technological Forces技术因素Internet impact on opportunities & threat因特网对机遇和威胁的影响Altering economies of scale改变规模经济Changing entry barriers 改变进入壁垒Redefining relationships重新决定关系Industries & suppliers, creditors, customers, and competitors 产业和供

26、应商、债权人、客户和竞争者30Analysing the Competition竞争分析 Current and potential rivals:当前和潜在的对手：Strengths优势Weaknesses劣势Capabilities 生产能力Opportunities 机遇Threats 威胁Objectives 目标Strategies 战略31Competitive Forces竞争因素Sources of Competitor Information: 竞争者信息来源：Standard Corporation Descriptions标准公司描述Industry Surveys 产业调研Industry Week, Forbes, Fortune, Business Week 产业周刊、福布斯、财富、商业周刊Australian Financial Review, and BRW 澳洲金融评论、BRWAsian Business Magazines and Journals 亚洲商业杂志和期刊Professional and social networks 专业和社会网络32Competitive Analysis: Porters Five-Forces Model竞争分析：波特五种力量模型 （P116）Potential deve