最新管理学课件完美版英文版-8.ppt

1、1Essentials of ManagementHarold Koontz Heinz Weihrich8rd ed.An International PerspectiveSurrey International Institute,DUFEZhenhua LIU2Chapter 5Surrey International Institute,DUFEZhenhua LIU2012.05 PW:76543214CHAPTER OBJECTIVES1.The mission,strategies,and policies.2.The strategic planning process.3.

2、The TOWS Matrix and the business portfolio matrix.4.Some major kinds of strategies/policies and the hierarchy of strategies.5.Porters generic strategies.6.The nature of premises and forecasts.CHAPTER OBJECTIVESDefinition of Strategy and Policies Strategy is the determination of the mission(or the fu

3、ndamental purpose)and the basic long-term objectives of an enterprise,and the adoption of courses of action and allocation of resources necessary to achieve these aims.Policies are general statements or understandings that guide managers thinking in decision making.Fig.5-1 The Strategic Planning Pro

4、cessThe Strategic Planning Process(Figure 5-1)Inputs to the organization Industry analysis Enterprise profile Orientation,values,and vision Mission(purpose),major objectives,and strategic intent Present and future external environment Internal environmentThe Strategic Planning Process cont.Developme

5、nt of alternative strategies Evaluation and choice of strategies Medium-and short-range planning Implementation through reengineering,staffing,leadership,and control Consistency testing and contingency planningMission,Objectives,and Strategic Intent Mission relates to the kind of business.Objectives

6、 are the end points for activities.Strategic intent is the commitment to win in the competitive environment.Definition of the TOWS Matrix The TOWS Matrix is a conceptual framework for a systematic analysis that facilitates matching the external threats and opportunities with the internal weaknesses

7、and strengths of the organization.Fig.5-2 TOWS Matrix for Strategy FormulationTOWS Matrix:4 Alternative Strategies SO strategy:MaxiMaxi WO strategy:MiniMaxi ST strategy:MaxiMini WT strategy:MiniMiniFig.5-3 Dynamics of the TOWS Matrix14SWOT Analysis:Evaluating Business Unit Opportunities SWOT analysi

8、s Strengths,weaknesses,opportunities,and threats Consider all issues systematically First:look into business unit Identify strengths and weaknesses Then:review operating environment Identify opportunities and threats presented Take advantage of opportunities Build on strengths Avoid threats Compensa

9、te for weaknessesE-Business,Eighth Edition15Dell:“由于批发商的高价与用户得到服务有差距，这给我做直销创造了机会。”针对传统销售组织的不足之处，戴尔开始发自己的事业：把电脑直接销售到使用者手上把电脑直接销售到使用者手上，去除零售商的利润剥削，把这些省下来的钱回馈给消费者，从而改进电脑的销售过程。理念理念非常简单：按照客户要求制造计算机，并向客户直接发货，使戴尔公司能够最有效和明确地了解客户需求，继而迅速做出回应。Dell Online戴尔，究竟代表了什么，或者说能够给我们提供什么？戴尔不但提供面向客户和面向企业的硬件产品硬件产品，同时还提供相应的

10、技术服务技术服务，IT解决方案解决方案，其中包括虚拟化,智能数据管理,成本控制等服务.涵盖多个方面,涉及制造,电子商务,视频流媒体,金融证券投资等行业的解决方案。Dell OnlineDell ComputerDell Computer供应商供应商物流合作伙伴物流合作伙伴InternetInternet制造合作伙伴制造合作伙伴InternetInternetInternetInternet顾客利用顾客利用Web查询信息，查询信息，提出要求或确定定单提出要求或确定定单Dell Online在Texas组装美国PC；在Ireland组装欧洲PC；在Malaysia和中国组装亚洲PC。UPSCPU：

11、intel;硬盘：maxtor主板：SelectionSWOT?Dell OnlineE-Business,Eighth Edition20Application of the TOWS Matrix for Mergers,Acquisitions,Joint Ventures,and Alliances Develop a TOWS Matrix for both companies before the merger,etc.Develop a TOWS Matrix of the joint company after the merger,etc.See Illustration o

12、f DaimlerChrysler merger in the closing section of Part 2Blue Ocean Strategy by Kim&Mauborgne and TOWS Matrix by Weihrich Explore opportunities in uncontested markets(Opportunities in the TOWS Matrix)Example:Southwest Airline Be aware of competition in red ocean markets(bloody competition).Example,t

13、odays personal computers Value innovation:total company commitment to create value for the customer Blue ocean strategy and the TOWS Matrix(SO or WO strategies in uncontested markets)Fig.5-4 Business Portfolio MatrixBusiness Portfolio Matrix Two dimensions Relative competitive position(market share)

14、Business growth rate Four positions Question marks Stars Cash cows DogsMajor Kinds of Strategies and Policies Products or Services What are some of the key questions to ask?Marketing What are some of the key questions to ask?Hierarchy of Company Strategies The corporate-level strategy.Executives cra

15、ft the overall strategy for a diversified company.Business strategies are developed usually by the general manager of a business unit.Functional strategies.The aim is to support the business and corporate strategies.Five Forces in Industry Analysis The competition among companies The threat of new c

16、ompanies entering the market The possibility of using substitute products or services The bargaining power of suppliers The bargaining power of the buyers or customers Porters Generic Strategies Overall Cost Leadership Strategy Differentiation Strategy Focused Strategy(low cost or differentiation)Pr

17、emising and Forecasting Planning premises are the anticipated environments in which plans are expected to operate.Environmental Forecasting Values and areas of forecasting Forecasting with the Delphi technique What are the typical steps of the technique?KEY IDEAS AND CONCEPTS FOR REVIEW Strategy Pol

18、icy Tactics Key elements in the strategic planning process TOWS Matrix by Weihrich TOWS Merger Matrix Blue ocean strategy Portfolio matrix by the Boston Consulting Group Major kinds of strategies Hierarchy of strategies Porters generic strategies Planning premises Environmental forecasting Delphi technique