HND商务文化策略2

!-ReportonBusinessCultureandStrategy感谢阅读PreparedbyZhangChenPreparedforTangYanStudentNumber:135139793Date:June25,2013精品文档放心下载!-Content1.0Introduction2.0Findings2.1FourBusinessStrategies谢谢阅读2.1.1MarketPenetration2.1.2Differentiation2.1.3CostLeadership2.1.4Diversification2.2DifferencesandRelationshipsbetweenStrategyandStrategicChoice感谢阅读2.3InfluenceofTwoDifferentBusinessStrategies精品文档放心下载2.4theForcesforChange2.4.1Market/IndustryKnowledge感谢阅读2.4.2SufficiencyofResourcesandCapabilities精品文档放心下载2.5theEffectofBusinessStrategy感谢阅读2.6theRoleofManagement精品文档放心下载2.7theInfluenceofChangingmanagement精品文档放心下载2.8Lewin'sForceFieldAnalysis精品文档放心下载2.9MethodtoOvercomeResistance感谢阅读3.0Conclusion4.0Reference!-1.0IntroductionAGCompanyisasoftwarecompanyandgamesdevelopmentcompanybasedin2011.Thecompanybeganasthreefriendspursuingapassion,Thisreportwillindicatetheforbusinessstrategies,anddifferencesandrealationshipsbetweenstrategyandstrategychoices,theidentifytheeffectofthecurrentandfuturestrategyandtelltheimpactofboth,last,thisreportwilluseLewin'sForceFieldAnalysisanddecidesomeapproachtochange感谢阅读2.0Findings2.1FourBusinessStrategies谢谢阅读2.1.1MarketPenetrationHerewemarketourexistingproductstoourexistingcustomergroups.Thismeansincreasingourrevenueby,promotingtheproduct,repositioningthebrand,andsoon.However,theproductisnotalteredandwedonotseekanynewtypesofcustomers.Itinvolvesanincreaseinsalesofexistingproductstoexistingmarkets-sellingmoreofthesametothesamepeople.Ithastwomethods;thefirstoneisusingtheexistingproductbreaknewmarkettopenetrated,theotherisoffernewproductstoexistingmarkettopenetrate.感谢阅读Thisstrategyhasthelowerriskanddon’tneedmoreinvestment.Ittheissuitablefor感谢阅读productbeinginthegrowthprocess,whenthemarketisnotsaturatedthebusinesswouldgrowthinthemarketandincreasedvolumesleadtoeconomiesofscale,especiallyforsomebusinesswhichnothavesomeclearlygoalsanddevelopmentstrategies.感谢阅读2.1.2DifferentiationItisthecompanywouldoffertheuniqueproductsorservices.Companycouldusetheuniquematerialsorresearchthenewtechnologyornewmaterials,thenmakeconsumershavethebetterandtotallydifferentproductsorservicesthancompetitors.IftheAGCompanywantstocarryoutthisstrategy,itshouldmeetsomerequirements:精品文档放心下载arketsaturation,andnotperformasgoodasothercompetitor.谢谢阅读!-First,AGCompanyneedastrongresearchanddeveloptheircapability,thereputationofquality,innovationandtechnology.Itwouldhavethestrengthofmarketingmanagementandateamwithhigh-levelresearchstaff,creativestaffandhighlevelskillstaff.Thenthebusinesscanmakemoresuperiordifferencethancompetitors.Andtheneedofconsumerswillbevarious.Themaincompetitionismainlyabouttheproductinnovation.精品文档放心下载2.1.3CostLeadershipItinvolvesthefirmwinningmarketsharebyappealingtocost-consciousorprice-sensitivecustomers.Anditfocusesonefficiencyandlowercost.Itmeansbusinessreducetheircostandgainthecompetitiveadvantageaboutlowercost.Thecompanyinanymarketwillgainlotsofadvantagesfrombeingabletoproduceatthelowestcost.Acostleadershipstrategyisappropriatewhenthecompanyhasitscompetitiveadvantagesatproducingefficiency,andthecostislowest.Itisusefulfortheproductmarketshareismuchlargerthancompetitorsandthebusinessthatcouldreducethecostofproductthroughsavingthematerials,improvethetechnology,innovationofproduce感谢阅读2.1.4DiversificationThisiswherewemarketcompletelynewproductstonewcustomers.Therearetwotypesofdiversification.Thefirstisrelateddiversificationandthesecondisunrelateddiversification.Relateddiversificationmeansthatthecompanyremainsinamarketorindustrywithwhichwearefamiliar.Unrelateddiversificationiswherethecompanyhasnopreviousexperienceinthemarketorindustry.Thisstrategycouldbeusedinacompanywithmanycompetitorsinthesameindustry.Anditsproductsareonthe感谢阅读stageofm Thenthecompany精品文档放心下载couldchoosetoproducenewproductsinadifferentindustry.Atlastitwillattractnewconsumersandincreasethemarketshares.精品文档放心下载2.2DifferencesandRelationshipsbetweenStrategyandStrategicChoice精品文档放心下载!-Businessstrategyincludesplanningchoice,implementationandevaluationthatguidethecompanytogaingreatprofitandsuccess.Aninspiredandclearlystrategywouldbringaboutsuccessful,whileaweakorunsuitablestrategymayresultthecompanyastray.感谢阅读Strategicchoiceisconsiderthecompetitiveadvantage,theinfluencefromenvironmental,thepressures,andthenmakeadecisionaboutthecompanyfuture.精品文档放心下载InAlphabetGame,thestrategymaybefacedmorechoice.Inthiscase,wecouldknowthatAGCompanywasasmall-sizecompanythereforetheychosethecostfocusstrategy.Themaindifferencebetweenthebusinessstrategyandstrategicchoiceisthatstrategicchoiceisastepofbusinessstrategynotastrategy.Butitdecidedthebestchoicefororganizationstrategy.谢谢阅读2.3InfluenceofTwoDifferentBusinessStrategiesCurrent谢谢阅读Fromthecase,wecouldknowthatatthebeginning,AGCompanyisasmall-sizecompanyandlackofdifferentiation.Anditonlyhasfewerclientsandlowvaluemanufacturing.Thecompanybeganasthreefriendsin2001,houseresearch,developmentandproductionwhichrankalongsideanyofitscomparablecompetitors.Accordingtothecase,wecouldknowthatthecostfocusstrategyismostsuitableforAGCompany.Theyneedcutdownthecostbymanagingthevaluechaineffectively.InAGCompany,productioncosthavetripledinrecentyearswiththeintroductionofnextgenerationgamesconsoles,themanagercouldmakesomedecisionaboutcutcost.Findingthenewlow-costpurchasingchannel,purchasingthehighqualitymaterialscutthewaste,savingthematerials,improvingthelaborskilltoimprovetheworkingefficiency.谢谢阅读Asthematteroffact,managersareconsideringallthepossibilitytocutdownthecost.Withthedevelopmentofindustry,therewillbemoreandmoreconsumers’demandvariety.ThereforeAGCompanyneedstomakeachangeaboutthestrategytomeetnewchallenges.谢谢阅读!-FutureConsumersneedexpectationsofappearance,movementandbehaviorhasraisedthebarintermsofgraphicbelievabilityandauthenticity.Thesemakearequestofnewtechniqueandcreative.Theyshouldcarryoutthedifferentiationstrategytocreatethetotallydifferentproductsandservicetocustomersaimingtohavetheircompetitiveedge.AGCompanyshouldincreasetheinvestmentinresearchanddevelopmenttocreateuniquegoodsandservices.感谢阅读Thenewfunctionmarketingandeducationaltools,internetcompetitivemarketingaretheuniqueproductsoffertoconsumers.Companyusedthemarketingoreducationaltoolstoclients.TheriseofinternetcompetitivemarketinghasalsoprovidedsubstantialopportunitiesandAGhasstriventobeattheforefrontofthatdevelopment.谢谢阅读2.4TheForcesforChange2.4.1Market/IndustryKnowledge谢谢阅读Somemarket/industryknowledgeisnecessarytoAGmanagers.Byenvironmentalresearch,wecouldclearlyknowthetrendsofmarketandtheneedofconsumers.Andbyinvestigatingtheconsumers,AGCompanywillrealizethegameworldsmustreactinarealisticmannerandexpectationsofappearance,movementandbehaviorhasraisedthebarintermsofgraphicbelievabilityandauthenticity.谢谢阅读Whenthemanagershavecollectedthisinformationfromconsumers,AGCompanywouldmaketherightdecisionsforthefuturedevelopment.Theywouldfocusonthenewtechniqueresearchanddevelopmentandimprovingthestaffskills.Thereforethemarket/industryknowledgeisfullofimportanceanditcouldaffectthefutureanddevelopmentofAGCompany.精品文档放心下载2.4.2SufficiencyofResourcesandCapabilities感谢阅读WhenAGCompanycarriesoutastrategy,theyshouldensurethatAGCompanyhasenoughresourceandcapabilities,thereasonofwhichisthatenoughresourceistherequirementwhendotheresearchinganddevelopingofnewproductsandservice.谢谢阅读!-InAGcompany,productioncostandtechnologicalcosthaverisenmostsharplyinrelationtographicsasHDgamingrequireslargescaleinvestmentinstaffandequipment.,therefore,AGCompanyshouldaddtheinvestmentcapitalinproductionandtechnologicaltomeettheever-growingdemandofnewproductionandservices.感谢阅读WiththedevelopmentofAGCompanythedemandofresourcewouldbecomelargerandmorevarious.AGCompanyshouldmorefocusontheresourcechannelandcapabilities.谢谢阅读2.5theEffectofBusinessStrategy感谢阅读Afteranalyzingthiscase,thebetterbusinessstrategyforAGCompanyisdifferentiation.Thischoicewillbringmanyadvantages.感谢阅读ThefirstoneisthatitcouldhelpAGCompanymakemoreprofits.AGCompanyselectthedifferentiationstrategy,thenitwillgivetheconsumeraclearreasonwhychoosethem,suchasthehigh-quantityofproductandproductswithuniquetechnology.精品文档放心下载Thesecondoneisthatitcouldimprovetheinnovationability.AGCompanyusestheflashgameasmarketingoreducationaltoolsthatisainnovation.Itnotcanincreasethesale,butincreasetheinnovationcompetitiveadvantagewhichhasprovidealong-termplanforAGCompany谢谢阅读Thethirdoneisthatitwillsecurethecustomerloyalty.Itmakesthesubstitutegoodshavenostrengthinperformance.Consumerwillcontinueusethissoftwareuntilthenewproductionappears.谢谢阅读ThelastoneisthatitwillincreasethemarketshareofAGCompany.Accordingtothiscase,wecanknowthattherearemanycompetitorsinthisindustry,suchasMicrosoftandSONYwhichhitAGdeeply.Theproductsaturatedleadtothelackmarketshare.ThereforeAGshouldinnovateitsuniqueproductwhichhasitsownfeatherslikethegamesusedaspromotionaltoolandeducationaltool.Thusmanyconsumerswouldbecomebewillingtobuythem,andthemarketsharewillincreasequickly.精品文档放心下载!-2.6theRoleofManagement谢谢阅读WiththedevelopmentofAGCompany,ithasmetwithsometroubles. IfAGCompany感谢阅读wanttosolvethisproblem,itisnecessarytochangethestrategy.感谢阅读Therearefourstrategicstepstochangethemanagement:strategicplanning,strategicchoice,strategicimplementandstrategicevaluation.精品文档放心下载StrategicPlanningStrategicplanningmanagerisadesignerofnewstrategywhoshouldidentifytheproblemandfindtheinnovativewaystosolveit.FortheAGCompany’sfuture,itisfullofimportancetochangeanddesignainnovativemethod.精品文档放心下载StrategicChoiceStrategicChoicemangertakestheroleofadecisionmaker.Theyhaveenoughrightstodecidetheorganizationchoiceaboutstrategy,thewaysolvetheproblemandthedevelopmentoffuture.TheymakeadecisionthatAlphabettrytodifferentiationstrategy,andcreatetheproductionaseducationalormarketingtoolsforexampleinternetviralmarketing.谢谢阅读StrategicImplementStrategicImplementmanagerisresponsibletooperatethestrategy,dowellatworkingplanningandtimearrangementwhichishelpfulforthestafftoresearchanddeveloptheuniqueproductionandservice.精品文档放心下载Fromthecase,wecouldknowthatAGCompanycreatesflashgamesdesignedforclientasmarketingandeducationaltools,NHS,Pepsi,VirginMediaandmanysmallbusinessesallbecomethoseclients.Thissoftwarechangethefunctionitcanenabledatacapture,providekeymessagetoconsumersoremployees,providingacompetitiveadvantageoverothercompanies.精品文档放心下载StrategicEvaluationInthisstep,managerisaevaluatorwhoishaverightstodecidewhetherthestrategyissuitablefortheorganizationornot,whetherwillchangethetrendoforganizationornot,whetherit’shelpfultosolvetheproblemsfacedornot.精品文档放心下载Byanalyzingthecase,differentiationstrategywouldbebetterinAGCompany.InternetviralmarketinghasprovidedAGCompanywithmuchincomeandrecognitioninanincreasingly谢谢阅读!-competitivemarketplaceandthemhasstriventobeattheforefrontofthatdevelopment.感谢阅读2.7theInfluenceofChangingmanagement感谢阅读Whenbusinessischangestrategy,theywouldhavesomefactorseffectonbusiness,suchassocialresponsibilities,businessgoals,environment,stakeholders,organizationalculture,精品文档放心下载AGCompanyismainlyaboutagamecompany;thereforetheyshouldtaketheresponsibilitytochildrenorteenagers.AGCompanyshouldtakesomemethodstolimitthehoursforthegameandAGCompanymustensurethegamecontentispositiveandhealthy.感谢阅读BusinessgoalisthesecondfactorcouldeffectAGchangemanagement.AGCompany’sgoalisthatitwillfocustheinnovation,qualityandexcellenceinthefuture.Toachievethisgoal,theywillimprovethetechniqueandtrainthestaffskillsandtobecreative.感谢阅读Environmentfactoralsowillhaveaneffectonbusinessmanagement,includingthemarkettrend,consumerdemand,levelofincome.Theup-to-datetechnologysoftwaremustbecomefuturesoftwaremarkettrend.Andtherewillbemoreandmoretargetconsumerwithhighincometobuyspecializedandcustomproducts.SoAG’smanagersshouldfocusonresearchinganddevelopingtomakeinnovationonthenewproduct.感谢阅读2.8Lewin'sForceFieldAnalysis谢谢阅读Accordingtotheresearch,Lewinthoughteverythingunderapairofoppositeforceanditkeepsbalance.Drivingforceisaforceofpushthingschange,restrainedforceisforcestokeeptheoriginalstate.Thechangeishappenwhenthedrivingforceexceedsrestrainedforceandthebalanceisbroken.谢谢阅读InAGCompany,therearedrivingforceandrestrainedforce.谢谢阅读AGCompany’sdrivingforcecomesfromthepressurefromcompetitors,suchasMicrosoftandSony.IfAGCompanywantstomakeprogressunderthehugepressure,AGCompanyshouldretrainthepersonnel,changingmarkets,extendthelifecycleof感谢阅读!-product,changingtheemployeeintothehardworkingnature,establishtheglobalviewofmarketdevelopment,socialtransformations,increasedcompetition,newtechnology,managementleadershipchange,newproductsandservices,whichwillhelpAGCompanymakegreatachievement.谢谢阅读Therestrainingforcesarefromindividuals:fearofstatus,lossofstatus,inertia(habit),fearoftheunknown,lossoffriends.Fromorganizations:strengthofculture,rigidityofstructure,lackofresourcesandcontractualagreements.IfAGCompanywantstogainnextstrategy,itshouldcontinuetousethecostfocusstrategy.Anditwillcosttoo感谢阅读muchchangethecompany’sstrategyfromcostfocusintothedifferentiation,soit’necessarytofindreliableinvestortohelpAGCompanyaccomplishthishugechange.感谢阅读2.9MethodtoOvercomeResistance精品文档放心下载WhenAGCompanyhasdecidedtomakeachange,itwouldmeetsomeresistance.Therearesixapproachestoovercomethisresistancesuchastheeducationand谢谢阅读communication,participation,supportandguide,negotiation,manipulationandco-optingandcoercion.谢谢阅读AGCompanycouldusetheparticipation,educationandcommunication,supportandguidemethodstoovercomethisresistance.精品文档放心下载Participationmeansthatcompanyshouldletitmoststaffsjointhechangebecause.InAGCompany,staffsallhavepassionandareskilledinthedevelopmentofsoftware,sothest