【管理精品】GLOBAL BUSINESS STRATEGY LECTURE2

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1、International Strategic Analysis: Environments, Resources and CapabilitiesLecture Outline:nInternational Environmental AnalysisnResource Analysis / Strategic CapabilitynSources of International Competitive AdvantageInternational Environmental AnalysisnAims to provide an understanding of both the bus

2、iness environment as well as the enterprise itself. nHas two dimensions. External Analysis Internal Analysis A very complex exercise!Layers of EnvironmentExternal Environmental Analysis.nIdentifies changes in the macro- environment, industry and market identify threats identify opportunities identif

3、y new regulations identify changes in customer needs identify competitors strategies These are largely uncontrollable elements!Tools of environmental analysisnPEsT analysis nYIPS 4 Cs ALAYSIS: (Customer, Cost, Country & Competition)nPORTERS FIVE FORCES ANALYSISnMarket and Customer AnalysisnStrategic

4、 Group / Competitor AnalysisnCRITICAL SUCCESS FACTOR ANALYSISnLIFE CYCLE ANAYSISThe Five Forces FrameworkInternal Environmental AnalysisnConcerned with providing a detailed understanding of the business itself what are its resource capabilities? how effective is its current strategy? how can it enha

5、nce its capabilities? how can it outperform its rivals?What is the basis of its competitive advantage?Understanding resource capabilitynUndertake a company “Audit“ nResources include: Unique Resources (strategic resources) Threshold Resources (survival resources)nCompetencies include: Threshold Comp

6、etencies Core CompetenciesA word about Core CompetenciesnCompetencies are distinctive capabilities and exist when resources are deployed to create activities and processes.they have been built up over time.nCompetencies may exist for Reducing costs Adding value in activities Creating new products an

7、d services They are difficult to imitateValue Chain AnalysisnIdentifies the range of core activities and how such activities add-value to products / services. nValue-chain analysis includes a breakdown of all strategic activities a resource capabilities assessment identification of “linkages“ / “blo

8、ckages“ assesses suitability of generic strategyAny scope for improvement?Here is the Value ChainSources of International Competitive Advantage.nAccess to scarce resourcesnCompetencies built up over timenGlobal brandnLocal responsivenessnGlobal learningnCritical massnEffective niche氮罇峔冼樿螔僝挻腛棇且围 唵屟偦筺

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