竞争分析第六讲：竞争战略选择课件

竞争分析第六讲:竞争战略分析与选择2019-4-21竞争分析1NOTABLEQUOTESobjectivesarenotcommands,theyarecommitments.Theydonotdeterminethefututheyarethemeanstomobilizeresourcesanocre'tenergiesofanorganizationforthemakingofthefuturePETERDRUCKER目标不是命令,而是一种责任或承诺。目标并不决定未来,只是一种调动企业的资源和能量以创造未来的手段。彼得德鲁克LifeisfulloflousyoptionsGENERALPX.KELLEY>生活中总是充满着令人讨厌的选择P.X·凯利将军2019-4-212NOTABLEQUOTES2NOTABLEQUOTESWhenacrisisforceschoosingamongalternativesmostpeoplewillchoosetheworsepossibleoneRUDIN'SLAW≯受危机所迫而做出的选择大多为最糟糕的选择—鲁丁Strategyisn'tsomethingyoucannailtogetherinslap-dashfashionbysittingaroundaconferencetableTERRYHALLER≯战略不是在会议桌旁随便拼凑起来的东西。——特里哈勒2019-4-213NOTABLEQUOTES3NOTABLEQUOTESoplanningisoftendoomedbeforeiteverstartseitherbecausetoomuchisexpectedofitorbecausenotenoughisputintoitTJ.CARTWRIGHT计划往往夭折于实施之前,这或者是由于期望太高,或者是由于投入太少。J·卡特赖ToacquireornottoacquirethatisthequestionROBERTJ,TERRY获取还是不获取,这便是问题所在罗伯特·J·特里2019-4-214NOTABLEQUOTES4NOTABLEQUOTESCorporateboardsneedtoworktostayawayfromthetrapsthatforceeverymembertogoalongwiththemajorityDevil'sadvocatesrepresentoneeasy-to-implementsolutionCHARLESSCHWENK公司董事会要谨防落入从众陷阱,解决这一问题的最佳方法便是鼓励争论。查尔斯施文克Whetherit'sbrokeornot,fixit-makeitbetterNotjustproducts,butthewholecompanyifnecessaryBILLSAPORITO无论是否发生了问题,都要不断地改进——使情况变得更好。对产品是这样,必要时对整个公司也是如此比尔·萨波里托2019-4-215NOTABLEQUOTES5竞争战略制定综合框架战略制定分析框架阶段1;输入外部因素矩阵(EFE)竞争态势矩阵(CPM)内部因素评价矩阵(IFE阶段2:匹配威胁机会劣势优峨略地位与行动评波士顿咨询集团内部-外部矩阵(IE)大战略矩阵(GSM势矩阵(ToWS价矩阵(SPACE)矩阵(BCG)阶段2;决策定量战略计划矩阵(QSPM)2019-4-216竞争战略制定综合框架6FIGURE6-3THETOWSMATRIXSTRENGTHS-SWEAKNESSES-WAlwaysleaveblank123453.ListweaknessesOPPORTUNITIES-OSOSTRATEGIESWOSTRATEGIES123452.Usestrengthsto2.Overcomeweaknesses3.Listopportunities3.takeadvantageof3.takingadvantageof4.opportunities4.opportunitiesTHREATS-TSTSTRATEGIESWTSTRATEGIES12342.Usestrengthsto2.MinimizeweaknessesListth3.Avoidthreats3Andavoidthreats4FIGURE6-37SWOT矩阵S优势W劣势空白2345劣势0机会S0战略W0战略列出机会3.利用优势把握机会3.利用机会克服劣势T威胁WT战略列出威胁3.利用优势回避威胁3.克服劣势避免威胁2019-4-218SWOT矩阵8FIGURE6-5THESPACEMATRIXES财务优势+6ConservativeAggressive保守扩张+1IS竞争优势-6-5-4-3-2-10+1+2+3+4+5+6产业优势DefensiveCompetitive防御竞争ES环境稳定性2019-4-219FIGURE6-59FIGURE6-6ExampleStrategyprofileAggressiveFS财务优势profiles进取型产业优势竞争优势Afinanciallystrongfirm有较强财务优势的,在稳competitiveadvantage:定和增长着的产业中拥有inagrowingandstableES环境稳定性重要竞争优势的公司Industry2019-4-2110FIGURE6-610竞争分析第六讲：竞争战略选择课件11竞争分析第六讲：竞争战略选择课件12竞争分析第六讲：竞争战略选择课件13竞争分析第六讲：竞争战略选择课件14竞争分析第六讲：竞争战略选择课件15竞争分析第六讲：竞争战略选择课件16竞争分析第六讲：竞争战略选择课件17竞争分析第六讲：竞争战略选择课件18竞争分析第六讲：竞争战略选择课件19竞争分析第六讲：竞争战略选择课件20竞争分析第六讲：竞争战略选择课件21竞争分析第六讲：竞争战略选择课件22竞争分析第六讲：竞争战略选择课件23竞争分析第六讲：竞争战略选择课件24竞争分析第六讲：竞争战略选择课件25竞争分析第六讲:竞争战略分析与选择2019-4-21竞争分析26NOTABLEQUOTESobjectivesarenotcommands,theyarecommitments.Theydonotdeterminethefututheyarethemeanstomobilizeresourcesanocre'tenergiesofanorganizationforthemakingofthefuturePETERDRUCKER目标不是命令,而是一种责任或承诺。目标并不决定未来,只是一种调动企业的资源和能量以创造未来的手段。彼得德鲁克LifeisfulloflousyoptionsGENERALPX.KELLEY>生活中总是充满着令人讨厌的选择P.X·凯利将军2019-4-212NOTABLEQUOTES27NOTABLEQUOTESWhenacrisisforceschoosingamongalternativesmostpeoplewillchoosetheworsepossibleoneRUDIN'SLAW≯受危机所迫而做出的选择大多为最糟糕的选择—鲁丁Strategyisn'tsomethingyoucannailtogetherinslap-dashfashionbysittingaroundaconferencetableTERRYHALLER≯战略不是在会议桌旁随便拼凑起来的东西。——特里哈勒2019-4-213NOTABLEQUOTES28NOTABLEQUOTESoplanningisoftendoomedbeforeiteverstartseitherbecausetoomuchisexpectedofitorbecausenotenoughisputintoitTJ.CARTWRIGHT计划往往夭折于实施之前,这或者是由于期望太高,或者是由于投入太少。J·卡特赖ToacquireornottoacquirethatisthequestionROBERTJ,TERRY获取还是不获取,这便是问题所在罗伯特·J·特里2019-4-214NOTABLEQUOTES29NOTABLEQUOTESCorporateboardsneedtoworktostayawayfromthetrapsthatforceeverymembertogoalongwiththemajorityDevil'sadvocatesrepresentoneeasy-to-implementsolutionCHARLESSCHWENK公司董事会要谨防落入从众陷阱,解决这一问题的最佳方法便是鼓励争论。查尔斯施文克Whetherit'sbrokeornot,fixit-makeitbetterNotjustproducts,butthewholecompanyifnecessaryBILLSAPORITO无论是否发生了问题,都要不断地改进——使情况变得更好。对产品是这样,必要时对整个公司也是如此比尔·萨波里托2019-4-215NOTABLEQUOTES30竞争战略制定综合框架战略制定分析框架阶段1;输入外部因素矩阵(EFE)竞争态势矩阵(CPM)内部因素评价矩阵(IFE阶段2:匹配威胁机会劣势优峨略地位与行动评波士顿咨询集团内部-外部矩阵(IE)大战略矩阵(GSM势矩阵(ToWS价矩阵(SPACE)矩阵(BCG)阶段2;决策定量战略计划矩阵(QSPM)2019-4-216竞争战略制定综合框架31FIGURE6-3THETOWSMATRIXSTRENGTHS-SWEAKNESSES-WAlwaysleaveblank123453.ListweaknessesOPPORTUNITIES-OSOSTRATEGIESWOSTRATEGIES123452.Usestrengthsto2.Overcomeweaknesses3.Listopportunities3.takeadvantageof3.takingadvantageof4.opportunities4.opportunitiesTHREATS-TSTSTRATEGIESWTSTRATEGIES12342.Usestrengthsto2.MinimizeweaknessesListth3.Avoidthreats3Andavoidthreats4FIGURE6-332SWOT矩阵S优势W劣势空白2345劣势0机会S0战略W0战略列出机会3.利用优势把握机会3.利用机会克服劣势T威胁WT战略列出威胁3.利用优势回避威胁3.克服劣势避免威胁2019-4-218SWOT矩阵33FIGURE6-5THESPACEMATRIXES财务优势+6ConservativeAggressive保守扩张+1IS竞争优势-6-5-4-3-2-10+1+2+3+4+5+6产业优势DefensiveCompetitive防御竞争ES环境稳定性2019-4-219FIGURE6-534FIGURE6-6ExampleStrategyprofileAggressiveFS财务优势profiles进取型产业优势竞争优势Afinanciallystrongfirm有较强财务优势的,在稳competitiveadvantage:定和增长着的产业中拥有inagrowingandstableES环境稳定性重要竞争优势的公司Industry2019-4-2110FIGURE6-635竞争分析第