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1、 StrategicManagement 2003年9月 第三讲战略匹配StrategicMatch 内外条件的分类ClassificationofInternalandExternalConditions优势Strengths 竞争优势competitiveadvantage stableandhealthyinternalatmosphere 稳定 健康的条件 弱势Weaknesses 竞争弱势competitivedisadvantages anunstableandunhealthyinternalatmosphere 不稳定的内部条件 一 优势和弱势StrengthsandWeakn
2、esses 1 优势Strengths 1 核心竞争力Distinctivecompetency leverage productdesign lowcost highefficiency leadershipinproductinnovation abilitytoinfluencelegislation controlofcostandother massiveavailabilityofcapital CRM customerrelationsmanagement Examples Toyota quality Benz image IBM service CocaCola intern
3、ationalbrandrecognition HP innovation AT T technologicalexpertise 开发Developingadistinctivecompetency利用Exploitingdistinctivecompetency保护Protectingdistinctivecompetency 1 优势Strengths 2 稳定器stabilizers maintenancestrengthFairwagesandsalaries goodworkingconditions efficientemployeehiringpractices promoti
4、onfromwithin aclearsenseofmission efficientworkflow availabilityofexecutivetrainingprogram effectivesuperior subordinatecommunication 组织正常运作的必要条件 2 弱势Weaknesses 1 下沉者Sinkers关键点出现大问题 灾难来临 largeholeintheshipstructureShoddyworkmanshipordefectivemerchandise poorcustomerservice badlocation disloyalemploy
5、ees lackofproductinnovation poorcreditline lackofleadershipandmanagerialskillsatthecorporatelevel 2 动荡者Destabilizers保证顺利航行内部权责不清Lackofclearjobdescriptions widespanofsupervision deviationfromthecompany spolicyofpromotionfromwithin poorworkingcondition inadequateexecutivetrainingprogram 3 如何判断优势和弱势 1
6、历史的标准HistoricalCriterion特定条件下 将现在与过去的绩效进行比较 2 竞争的标准CompetitiveCriterion和第一名相比 处于何种地位 3 名义的标准NormativeCriterion Howthingsoughttobe insteadofwith howthingsare 与最新的理论研究成果相比 二 机会和威胁OpportunitiesandThreats 1 机会Opportunities市场增长等Growthofcustomer exitofcompetitor increasesofsuppliers abundancesoflabor fewg
7、overnmentregulations populationgrowth culturalchanges lowerinflation favorabletechnologicalbreakthroughs improvedpoliticalrelationsbetweenacountryandforeignnationwithlargemarket 2 威胁ThreatsDeclineinthesizeofthecustomerbase entryofapowerfulcompetitorintotheindustry decreaseinthenumberofsuppliers incr
8、easeinthecostofrawmaterials shortageoflabor greatergovernmentregulations adverseculturaltrends higherinflationrates recession higherunemploymentrates deteriorationinthepoliticalrelationsbetweentwocountries andsoon 1 机会Opportunities 1 未来的机会FutureOpportunitiesEarlydetection 2 现在的机会CurrentOpportunities
9、 渐进性evolvedopportunities 突发性suddenopportunities 潜在hiddenopportunities 2 威胁Threats 未来的威胁FutureThreats现在的威胁CurrentThreats 渐进的evolvedthreats 突发的suddenthreats 潜在的hiddenthreats3 变威胁为机会Turningthreatstoopportunities决断力Earlyrecognition 三 战略匹配StrategicMatch 1 杠杆力Leverage StrengthstoOpportunities Strategicwindow windowofopportunity 2 维持力Maintenance StrengthstoThreats maintainorprotecttheirmarketposition3 局限力Constraint Weaknessestoopportunities abiggovernmentbureaucracyvs theprivatesector4 脆弱力Vulnerability WeaknessestoThreats SWOT分析 波特M E Porter的5种力量分析 SWOT分析提供了四种战略
