外国企业的发展战略 (英文版)

外国企业的发展战略(英文版)21.DefinitionStrategyisthedeterminationofthemissionandthebasiclong-termobjectivesofanenterprise,followedbytheadoptionofcoursesofactionandallocationofresourcesnecessarytoachievetheseaims.Policiesaregeneralstatementsorunderstandingsthatguidemanagers'thinkingindecisionmaking.3UnderstandingofstrategyWherearewe?Wheredoyouwanttogo?Howcanwegetthere?4CasestudyWhatisthemajorbusinessofSamsung?WhatisthemainproblemofmostKoreanconglomerates?WhatisthebasicvalueofSamsung?Accordingtothebasicvalueanditsphilosophy,whichareemphasizedinSamsung?Whatcanwelearnfromthecase?★

5TheStrategicPlanningProcessInputstotheorganizationIndustryanalysisEnterpriseprofileDevelopmentofalternativestrategiesEvaluationandchoiceofstrategiesMedium-andshort-rangeplanningImplementationthroughreengineering,staffing,leadership,andcontrolConsistencytestingandcontingencyplanning;62-1InputstotheorganizationPeople;Capital;Managementskills;Technicalskills;……Goalsofstakeholders;Employees;Consumers;Suppliers;Stockholders;Governments;Community;72-2Industryanalysis★

Competitionwithinanindustry;Thepossibilityofnewfirms;Theavailabilityofsubstitute;Thebargainingpositionsofsuppliers;Thebargainingpositionsofbuyers8ExternalenvironmentEconomicfactors;Socialfactors;Politicalfactors;Legalfactors;Demographicfactors;Technologicalfactors;Ecologicalfactors;9InternalenvironmentWeshouldanalyzethestrengthsandweaknessesofeachdepartment;Humanresources;Financialresources;Thecompanyimage;Organizationstructure;Organizationclimate;Planningandcontrolsystem;Publicrelations;102-4DevelopalternativesSpecializationorconcentration;Diversification;Internationalexpansion;Liquidationstrategy;Retrenchmentstrategy;11Casestudy---

AlternativesofTunHeToestablishsubsidiaries;toformjointventureswithfamouscompanyinsoftdrinkToacquirealistedcompanyandcontrolitsmanagementandoperation?122-5EvaluationandchoiceofstrategyRisks;Timing;Thereactionofcompetitors;132-6/7ImplementationofstrategyStrategyshouldbetranslatedintomiddle-termorshort-termplans.Reengineeringtheorganization,staffing,andprovidingleadershipisrequiredinimplementationofthestrategy;143.theTOWSMatrix★

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WhatistherelationshipbetweentheSWOTMatrixandtheTOWSMatrix?WhatisthemajorfunctionoftheTOWSMatrix?WhatdoesTOWSstandfor?HowmanyalternativestrategiesaccordingtotheTOWSMatrix?Elaborateeachalternativestrategyandillustrate15DefinitionoftheTOWSMatrixTheTOWSMatrixisaconceptualframeworkforasystematicanalysisTheTOWSfacilitatesmatchingtheexternalthreatsandopportunitieswiththeinternalweaknessesandstrengthsoftheorganization.16TOWSMatrix174AlternativeStrategies★

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SOstrategy: Maxi–MaxiWOstrategy: Mini–MaxiSTstrategy: Maxi–MiniWTstrategy: Mini–Mini18烟台啤酒2003年结论—竞争关键因素：n

销售模式n

品牌与产品n

人

优势劣势²

深度分销模式²

纯生、黑生生产技术²

烟台地区的品牌忠诚²

系统的营销管理能力²

区域化地名品牌²

大的城市市场的销售营销经验少²

资本扩张潜力小机会²

啤酒消费的时尚性带来的个性化；²

流通领域变革²

中高档份额扩大²

胶东地区是大集团的战略空白点²

完善深度分销，保证烟台市场，提供资金流²

加强品牌管理，利用地域情节巩固品牌忠诚²

利用纯生、黑生扩大市场区域增加中高份额²

创新销售模式，适应流通变革，进入城市市场；²

创新时尚性中高档品牌进入中高端市场、个性市场威胁²

啤酒产业集中带来的高竞争；²

青岛啤酒的进入²

行业竞争将从对生产转为对市场/人力资源的竞争²

在烟威地区构建网络/品牌优势求得生存²

营销管理机制的完善保证市场资源和人力资源²

在区外利用周期性差异化产品/品牌创新求得发展194.BusinessPortfolioMatrix★

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20BusinessPortfolioMatrixTwodimensions;Fourquadrants;Howcanwedealwithdifferentbusiness?Howaboutthecashflowineachquadrant;Whatistheapplicationofthematrix?Commentsonthematrix21BusinessPortfolioMatrixTwodimensionsRelativecompetitiveposition(marketshare)BusinessgrowthrateFourpositionsQuestionmarksStarsCashcowsDogs225.HierarchyofCompanyStrategiesThecorporate-levelstrategy.Executivescrafttheoverallstrategyforadiversifiedcompany.Businessstrategiesaredevelopedusuallybythegeneralmanagerofabusinessunit.Functionalstrategies.Theaimistosupportthebusinessandcorporatestrategies.236.FiveForcesinIndustryAnalysisThecompetitionamongcompaniesThethreatofnewcompaniesenteringthemarketThepossibilityofusingsubstituteproductsorservicesThebargainingpowerofsuppliersThebargainingpowerofthebuyersorcustomers247.Porter’sGenericStrategies★

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OverallCostLeadershipStrategyDifferentiationStrategyFocusedStrategy(lowcostordifferentiation)25HowcanwemakeoverallcostleadershipstrategyTransferplantsfromhigherlaborcostcountriestolowerlaborcostcountriesTosimplifythepackageTosimplifythefunctionsofproductsSacrificethequalityofproductsorservicesToreducethemarketingexpensesTolookforrawmaterialswithlowpriceToutilizethelatesttechnologiesToexpandtheproductionscale268.DelphiTechnique★ThebackgroundofDelphiTechniqueTheprocessofDelphiTechniqueThepurposeoftheDelphiTechnique27TheprocessofDelphiTechniqueSelectapanelofexperts;AskexpertstomakeaforecastanonymouslyCompiletheanswersandgivefeed