理解战略环境：内部分析课件

1、 Understanding the Strategic Management Internal Audit: 理解战略环境：内部分析Vision & Mission Statements制定愿景和使命陈述Chapter 2External Audit实施外部分析Chapter 3Internal Audit实施外部分析Chapter 4Long Term Objectives建立长期目标Chapter 5Generate, Evaluate, Select Strategies制定评价和选择战略Chapter 6Implement Strategies: Mgt. Issues战略实施：管理

2、问题Chapter 7Implement Strategies: Marketing. Fin.Acctg,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 & Evaluate Performance度量和评估绩效Chapter 9Comprehensive Strategic Management Model综合战略管理模型Internal Assessment内部分析Internal Strategic Management Audit 内部战略管理分析Functional areas of the business公司的职能部门Fo

3、cuses on developing objectives and strategies to capitalize on internal strengths and overcome weaknesses 关注目标的确立和战略的制定，以利用内部优势，克服劣势Internal Assessment内部分析Distinctive Competencies专有能力strengths that cannot be easily matched or imitated by competitors 不容易为竞争对手比较或模仿的优势building competitive advantage inv

4、olves taking advantage of distinctive competencies 建立竞争优势涉及对专有能力的利用strategies to improve on a firms weaknesses and turn to strengths 克服公司的劣势，将其转换为优势的战略Internal Assessment内部分析Internal Audit内部分析Gather & integrate information from:从下列收集和综合信息：Management管理部门Marketing营销部门Finance/accounting财务/财会Production/

5、operations 生产/运作部门Research & development研发部门Management information systems etc管理信息系统等Internal Assessment内部分析Internal Audit内部分析Involvement an internal strategic-management audit assists understanding nature and effect of decisions in all functional business areas包含有一个内部战略管理的分析有助于理解所有职能领域的决策的性质和影响Inte

6、rnal Assessment内部分析Integrating Strategy and Culture总体战略和文化（P141）Organizational Culture 企业文化Pattern of behavior developed by an organization as it learns to cope with problem of external adaptation and internal integrationis valid and taught to members 企业在学会对外适应环境，对内实现一体化的过程中形成的行为方式 行之有效并传授给成员Interna

7、l Assessment内部分析Organizational Culture组织文化（P142）Resistant to change 抵抗变革May represent a strength or weakness 可能代表一种优势或劣势Cultural products include:文化产品包括：Values, beliefs, rites, rituals,ceremonies, myths, stories, legends, sagas, language, symbols, leaders 价值、信仰、习俗、仪式、典礼、神 话、传说、传奇、语言、符号、领导Internal As

8、sessment内部分析Organizational Culture企业文化Can reduce impacts of strategic management:能降低战略管理的影响：Miss changes in environment because blinkered by strongly held beliefs由于强烈的狭隘的信仰而失去对环境变化的反应When a culture effective, natural tendency to continue with it, even in times of major strategic change一种文化一旦实施，自然趋势会

9、使之继续，即使是在重要的战略变革的时候也是如此Exercise 1 练习1What is the organisational culture at your workplace? 你工作场所的企业文化是什么？How as it relevant to strategic management? 它与战略管理的关系怎样？Share 1 example from each group with the class 每一小组与全班分享一个例子Internal Assessment内部分析Traditional management functions传统的管理功能（P147）Planning 规划

10、Organizing 组织Motivating 激励Staffing 人员配备Controlling 控制New leadership functions 新的领导功能Coordinating 协调Strategic leadership 战略领导Steward, resource, coach, mentor 服务员、资源、教练、导师Any others? 还有其它吗？Internal Assessment Management Functions内部分析-管理功能（转下页）PlanningStage of Strategic- Management Process when most si

11、gnificantFunctionStrategy FormulationOrganizingStrategy ImplementationMotivatingStrategy ImplementationStaffingControlling/CoordinatingStrategy ImplementationStrategy EvaluationInternal Assessment Management Functions内部分析-管理功能（P147）规划在战略管理过程中哪一个阶段最重要功能战略制定组织战略实施激励战略实施人员配备控制/协调战略实施战略评价Planning规划Scann

12、ing & Forecasting分析和预测Establishing objectives树立目标Devising strategies设计战略Developing policies制定政策Setting goals确立总体目标Management管理Internal Assessment Management Functions内部分析-管理功能Internal Assessment Management Functions内部分析-管理功能Organizing组织Organizational design组织设计Job specialization工作专业化Job descriptions

13、工作说明Job specifications工作规范Span of control控制范围的确定Unity of command权限划分Coordination协调Job design岗位设置Job analysis岗位分析Management管理Internal Assessment Management Functions内部分析-管理功能Motivating激励Leadership领导Communication沟通Work groups建立工作小组Job enrichment丰富工作内容Job satisfaction提高员工工作满意度Needs fulfillment满足需求Organ

14、izational change组织调整Morale士气Management管理Internal Assessment Management Functions内部分析-管理功能Staffing(HR)人员配备（HR人力资源）Wage & salary admin薪酬及工资管理Employee benefits雇员福利Interviewing面试Hiring & Firing 录用和解聘Training 培训Management development管理发展Safety安全Affirmative action表扬措施EEO提供平等就业机会Labor relations劳资关系Career d

15、evelopment职业发展Discipline procedures制定纪律Equity policy公平政策Work-life balance工作-生活平衡Succession planning接班计划Management管理Internal Assessment Management Functions内部分析-管理功能Controlling/Coordinating控制/协调Quality质量控制Finance财务控制Sales销售控制Inventory库货控制Expenses费用控制Variances变量控制Rewards &Sanctions奖赏及惩处Management管理Exe

16、rcise 2练习2Which management functions are well done at your workplace? Why?在你的工作场所哪些管理功能做得好？为什么？How does this effect strategic development and management?它们是如何影响战略的发展和管理的？Which are done least well & why? 哪些做得最不好，为什么？Again share your best example with the class 与同学分享你最好的案例Internal Assessment内部分析Manage

17、ment Audit Checklist管理分析清单Are company objectives and goals measurable and well communicated? 公司的总目标与子目标是否可以衡量的并且是充分沟通的？Do managers at all hierarchical levels plan effectively?所有层次上的经理们是否都做到计划有效？Do managers delegate authority well? 经理们的授权是否做得很好？Is the organizations structure appropriate? 组织结构合适么？How

18、do you rate/measure management effectiveness? Are job descriptions and job specifications clear? 你是怎样衡量管理效率的？工作描述和规范是否清晰？ Is employee morale high? 雇员士气是否高昂？Internal Assessment- Business Functions 内部分析-企业职能Marketing 营销Customer analysis 客户分析Selling products/services 销售产品/服务Product and service planning

19、 产品和服务计划Pricing 定价Distribution 分销Marketing research 市场调研Opportunity analysis 机会分析Internal Assessment- Business Functions内部分析-企业职能Marketing Audit Checklist营销分析检查清单Are markets segmented effectively?市场是否有效细分？Is the organization positioned well among competitors? 在竞争者之间组织定位是否明确？Is the market share incre

20、asing? 市场份额是否在增加？Are present channels of distribution reliable and cost effective? 目前分销渠道是否可靠？有成本效率么？Is there an effective sales force? 是否拥有有效销售力量？Again, how do you measure it? 另外，你怎样衡量这些？Internal Assessment- Business Functions内部分析-企业职能Marketing Audit Checklist营销分析检查清单Is there market research?有市场调研么

21、？Are product quality and customer service good? 产品质量和客户服务好不好？Are products/services priced appropriately? 产品/服务定价是否合适？ Is there an effective promotion, advertising, and publicity strategy? 是否有有效的促销、广告和公关战略？Internal Assessment- Business Functions内部分析-企业职能Marketing Audit Checklist营销分析检查清单Are marketing

22、planning and budgeting effective? 营销计划和预算是否有效？Do marketing managers have adequate experience and training?营销经理有足够的经验和培训么？Internal Assessment- Business Functions内部分析-企业职能Finance/Accounting财务/会计Investment decision (Capital budgeting) 投资决策（资本预算） Financing decision 融资决策Dividend decision 股利决策Internal Ass

23、essment- Business Functions内部分析-企业职能Finance/Accounting Audit Checklist 财务/会计分析检查清单Can the business raise short-term capital? 企业是否能够筹集短期资本？Can the business raise long-term capital? 企业是否能够筹集长期资本？Does the business have sufficient working capital? 企业是否拥有足够的营运资本？Are budgeting procedures effective? 预算过程是否

24、有效？Are the accounting tools satisfactory? 会计工具是否满意？ Internal Assessment- Business Functions内部分析-企业职能Finance/Accounting Audit Checklist财务/会计分析检查清单Are dividend payout policies reasonable? 股利支付政策是否合理？Does the business have good relations with its investors and shareholders? 公司是否与其投资人和股东关系良好？Are financi

25、al managers experienced and well trained? 财务经理是否经验丰富，且训练有素？How do you assess governance and stakeholder as well as shareholder accountability? 你是如何评估监管、利益相关者和股东的责任心的？Internal Assessment- Business Functions内部分析-企业职能Production/Operations生产/运营Process 流程Capacity 能力Inventory 库存Workforce 劳动力Quality 质量Inte

26、rnal Assessment- Business Functions内部分析-企业职能Production/Operations Audit Checklist生产/运营分析检查清单Are suppliers of raw materials, parts, and subassemblies reliable and reasonable? 原材料、配件、部件的供应商是否合理可靠？Are facilities, equipment, machinery, and offices in good condition? 设施、设备、机器和办公室是否条件良好？Are inventory-cont

27、rol policies and procedures effective? 库存-控制政策和步骤是否有效？Internal Assessment- Business Functions内部分析-企业职能Production/Operations Audit Checklist生产/运营分析检查清单Are quality-control policies and procedures effective? 质量-控制政策和步骤是否有效Are facilities, resources, and markets strategically located? 设施、资源和市场是否得到战略性定位？D

28、oes the business have technological competencies? 企业是否拥有技术能力？ Again, who measures, what & how? 另外，谁来评估，为什么？如何？Internal Assessment- Business Functions内部分析-企业职能Research & Development研究开发Development of new products before competition 竞争前开发新产品Improving product quality 提高产品质量Improving manufacturing proce

29、sses to reduce costs 提高制造流程以降低成本Internal Assessment- Business Functions内部分析-企业职能Computer Information Systems计算机信息系统Information Systems 信息系统CIO/CTO 首席信息官/首席技术官Security 安全User-friendly 用户友好E-commerce 电子商务Internal Assessment- Business Functions内部分析-企业职能Computer Information Systems Audit Checklist 计算机信息系统分析检查清单Do all managers in the firm use information system to make decisions? 企业中的经理人员是否运用信息系统决策？Is there a chief information officer or director of