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1、Business LevelStrategy MichaelA HittR DuaneIrelandRobertE Hoskisson Chapter4 StrategyImplementation Chapter11OrganizationalStructureandControls Chapter10CorporateGovernance Chapter12StrategicLeadership StrategyFormulation Chapter4Business LevelStrategy StrategicCompetitivenessAbove AverageReturns St
2、rategicIntentStrategicMission Chapter2TheExternalEnvironment Chapter3TheInternalEnvironment TheStrategicManagementProcess Feedback StrategicInputs StrategicActions StrategicOutcomes Chapter13StrategicEntrepreneurship Business LevelStrategy Business levelstrategy anintegratedandcoordinatedsetofcommit
3、mentsandactionsthefirmusestogainacompetitiveadvantagebyexploitingcorecompetenciesinspecificproductmarkets CoreCompetenciesandStrategy Theresourcesandcapabilitiesthathavebeendeterminedtobeasourceofcompetitiveadvantageforafirmoveritsrivals Anintegratedandcoordinatedsetofactionstakentoexploitcorecompet
4、enciesandgainacompetitiveadvantage Actionstakentoprovidevaluetocustomersandgainacompetitiveadvantagebyexploitingcorecompetenciesinspecific individualproductmarkets KeyIssuesofBusiness LevelStrategy WhatgoodorservicetooffercustomersHowtomanufactureorcreatethegoodorserviceHowtodistributethegoodorservi
5、ceinthemarketplace TheCentralRoleofCustomers Inselectingabusiness levelstrategy thefirmdetermines1 whoitwillserve2 whatneedsthosetargetcustomershavethatitwillsatisfy3 howthoseneedswillbesatisfied 策略事業單位的確認 Strategicbusinessunit SBU事業競爭策略管理的單位事業單位的界定顧客群顧客需要核心能力 ManagingRelationshipsWithCustomers Cust
6、omerrelationshipsarestrengthenedbyofferingthemsuperiorvaluehelpcustomerstodevelopanewcompetitiveadvantageenhancethevalueofexistingcompetitiveadvantages ManagingRelationshipsWithCustomers Establishacompetitiveadvantagealongthesedimensions Reachthefirm saccessandconnectiontocustomersRichnessthedepthan
7、ddetailofthetwo wayflowofinformationbetweenthefirmandcustomersAffiliationfacilitatingusefulinteractionswithcustomers 顧客分析 企業服務的對象是誰 WHO 目標顧客想要獲得滿足是什麼 WHAT 企業如何以選定的策略滿足顧客需求 HOW 不斷重新思考顧客是誰和顧客保持密切與經常的接觸決定如何利用對手無法仿效的核心能力來創造價值設計合宜策略 Customers MarketSegmentation ConsumerMarkets IndustrialMarkets 企業服務的對象是誰
8、 WHO 區隔市場人口統計變數地理變數生活型態個人特質消費模式產業結構特性組織規模市場區隔中的市場區隔利用資訊科技大規模顧客化 masscustomerization 的效益 MarketSegmentation ConsumerMarkets Demographicfactors ConsumerMarkets Socioeconomicfactors Geographicfactors Psychologicalfactors Consumptionpatterns Perceptualfactors MarketSegmentation IndustrialMarkets Industr
9、ialMarkets End usesegments Productsegments Geographicsegments Commonbuyingfactorsegments Customersizesegments 目標顧客想要什麼 WHAT 確認與了解目標顧客的需求預測目標顧客未知 發現 的需求在顧客之前在對手有行動之前 第一行動者優勢 設法利用本身之核心能力以滿足顧客的需求 TypesofBusiness LevelStrategies Business levelstrategiesareintendedtocreatedifferencesbetweenthefirm sposit
10、ionrelativetothoseofitsrivalsTopositionitself thefirmmustdecidewhetheritintendstoperformactivitiesdifferentlyortoperformdifferentactivitiesascomparedtoitsrivals 競爭策略的選擇 在特定產業中事業單位針對所選定的市場區隔 如何以競爭策略改善其產品或服務的競爭地位 並建立可持久的競爭優勢策略選擇的考慮因素產業長期獲利率水準與影響獲利之因素產業中企業的相對競爭地位 FiveGenericStrategies CompetitiveAdvant
11、age CompetitiveScope Cost Uniqueness Broadtarget Narrowtarget CostLeadership Differentiation FocusedCostLeadership FocusedDifferentiation IntegratedCostLeadership Differentiation 產品 市場 核心能力 競爭策略 CostLeadershipStrategy Anintegratedsetofactionsdesignedtoproduceordelivergoodsorservicesatthelowestcost r
12、elativetocompetitorswithfeaturesthatareacceptabletocustomersrelativelystandardizedproductsfeaturesacceptabletomanycustomerslowestcompetitiveprice CostLeadershipStrategy Costsavingactionsrequiredbythisstrategy buildingefficientscalefacilitiestightlycontrollingproductioncostsandoverheadminimizingcosts
13、ofsales R Dandservicebuildingefficientmanufacturingfacilitiesmonitoringcostsofactivitiesprovidedbyoutsiderssimplifyingproductionprocesses HowtoObtainaCostAdvantage CostDrivers ValueChain Determineandcontrol Reconfigure ifneeded Alterproductionprocess Changeinautomation Newdistributionchannel Directs
14、alesinplaceofindirectsales Newadvertisingmedia Newrawmaterial Backwardintegration Forwardintegration Changelocationrelativetosuppliersorbuyers ProductfeaturesPerformanceMix varietyofproductsServicelevelsSmallvs largebuyersProcesstechnologyWagelevelsHiring training motivation FactorsThatDriveCosts Ec
15、onomiesofscaleAssetutilizationCapacityutilizationpatternSeasonal cyclicalInterrelationshipsOrderprocessinganddistributionValuechainlinkagesAdvertising salesLogistics operations 支援性活動 基本活動 內部後勤 作業 外部後勤 行銷與銷售 服務 採購 技術發展 人力資源管理 企業的基礎建設 邊際 邊際 價值創造活動 成本領導策略 組織扁平以減少間接成本簡化規劃程序與成本 降低流動率訓練員工以改善效率與效能 強調製程創新與改
16、善投資與致力於發展降低製造成本的活動 改善採購程序與對供應商關係以降低進貨成本定期評估供應商績效 使供應商與生產程序密切配合 獲得規模經濟設置可得效率規模的生產設施 降低送貨成本選擇低成本的運送人 精簡銷售人員與提高素質訂定具競爭力的價格 有效率與適當安裝以降低修理率 QuestionsLeadingtoLowerCosts 1 Howcananactivitybeperformeddifferentlyoreveneliminated 2 Howcanagroupoflinkedvalueactivitiesberegroupedorreordered 3 Howmightcoalitionswithotherfirmsloweroreliminatecosts CostLeadershipStrategyandtheFiveForcesofCompetition RivalryAmongCompetingFirmsCanusecostleadershipstrategytoadvantagesince competitorsavoidpricewarswithcostleaders
