战略制定形势分析与经营战略.pptVIP

The Strategy-Formulation Analytical Framework Stage 1: The Input Stage Stage2: The Matching Stage Stage3: The Decision Stage 长期目标 （Long-Term Objectives） 战略目标与愿景、使命 战略目标是人们期望实行某种战略而达到的理想结果，是企业远景和使命的具体化。 例如：实施“名牌战略”，五年后品牌产品的销售额应达到1亿元 首钢集团实施多元化战略，进入芯片领域，五年后芯片收入应为总收入的50% 企业战略目标的一般内容 1、盈利能力 2、生产效率：年产量、成本降低率、投入产出比率，等 3、市场竞争地位：市场占有率、总销售收入，等等 4、产品结构：新产品开发数、新品产值率，等等 5、财务状况 6、企业的建设与发展：年产量增加速度、生产规模扩大、生产自动化、信息化水平、企业管理水平，等等 7、技术水平：专利数、开发和创新项目，等等 8、人力资源的开发：培训人数及费用、技术职称比例 9、职工福利：工资水平、奖励水平 10、社会责任目标 SITUATIONAL ANALYSIS Some of the primary criticisms of SWOT analysis:p.96 Using EFAS and IFAS and SFAS Matrixs to deal with the criticisms of SWOT analysis SITUATIONAL ANALYSIS How generate a SFAS Matrix? SITUATIONAL ANALYSIS One desired outcome of analyzing strategic factors is identifying a propitious niche where an organization could use its distinctive competence to take advantage of a particular opportunity. Niche: a need in the marketplace that is currently unsatisfied. SITUATIONAL ANALYSIS A propitious niche is an extremely favorable niche. A propitious niche is a company’s specific competitive role that is so well suited to the firm’s internal and external environment that other corporation are not likely to challenge or dislodge it. SITUATIONAL ANALYSIS How to find a propitious niche propitious niche through strategic window Strategic windows: unique market opportunities at a particular time The first one through the strategic window can occupy a propitious niche and discourage competition (if the firm has the required strengths). SITUATIONAL ANALYSIS Case: p.98 Review of mission and objectives A corporation must reexamine its current mission and objectives before it can generate and evaluate alternative strategies. tendency: manager tend to concentrate on the alternatives, the action possibilities, rather than on a mission to fulfill and objectives to achieve. Why? P.99