战略管理讲义课件.ppt

1、2022-12-25贾良定1Lecture 01 战略分析战略分析 某公司战略研究某公司战略研究 一、远景和使命陈述一、远景和使命陈述 二、环境研究二、环境研究 三核心能力研究三核心能力研究 四、战略选择四、战略选择 五、战略实施五、战略实施Go to lecture 072022-12-25贾良定2 战略性计划是指应用于整体组织的，为战略性计划是指应用于整体组织的，为组织未来较长时期组织未来较长时期(通常为通常为5年以上年以上)设立设立总体目标和寻求组织在环境中的地位的总体目标和寻求组织在环境中的地位的计划。计划。战略性计划的任务不在于看清企业目前战略性计划的任务不在于看清企业目前是什么样子

2、，而在于看清企业将来会成是什么样子，而在于看清企业将来会成为什么样子。为什么样子。2022-12-25贾良定3 “一个企业不是由它的名字、一个企业不是由它的名字、章程和公司条例来定义，而是章程和公司条例来定义，而是由它的任务来定义的。企业只由它的任务来定义的。企业只有具备了明确的任务和目的，有具备了明确的任务和目的，才可能制定明确和现实的企业才可能制定明确和现实的企业目标。目标。”(Peter F.Drucker)2022-12-25贾良定4从 战 略 性 计 划 到 战 术 性 计 划环 境 分 析远 景 和使 命 陈 述战 略 选 择战 术 选 择配 置 资 源业 绩 度量 与 评 价反

3、馈战 略 性 计 划战 术 性 计 划2022-12-25贾良定5一、远景和使命陈述一、远景和使命陈述(Vision&Mission Statement)“我们想成为什么和我们的使命是什么？我们想成为什么和我们的使命是什么？”远景和使命陈述应该生动活泼、言简意远景和使命陈述应该生动活泼、言简意骇、易于记诵，且富有意义和鼓舞性。骇、易于记诵，且富有意义和鼓舞性。2022-12-25贾良定6 雇员和管理者共同为公司制订和修改远雇员和管理者共同为公司制订和修改远景目标反映了他们对自己未来的憧憬。景目标反映了他们对自己未来的憧憬。共同的远景和使命可以使人们精神从单共同的远景和使命可以使人们精神从单调的

4、日常操作中得到升华，使人们不停调的日常操作中得到升华，使人们不停地受到激励。地受到激励。2022-12-25贾良定72022-12-25贾良定8Core IdeologyCore ValuesCore PurposeEnvisioned Future10-to-30-year BHAGVivid DescriptionArticulating a Vision2022-12-25贾良定91.Core Ideology Core ideology defines the enduring character of an organizationa consistent identity that

5、 transcends product or market life cycles,technological breakthroughs,management fads,and individual leaders.Core ideology provides the glue that holds an organization together through time.2022-12-25贾良定10 core values are the essential and enduring tenets of an organization.They require no external

6、justification,they have intrinsic value and importance to those inside the organization.2022-12-25贾良定11 corporate social responsibility;unequivocal excellence in all aspects of the company;science-based innovation;honesty and integrity;profit,but profit from work that benefits humanity.2022-12-25贾良定

7、12 the right to freedom of choice;winning-beating others in a good fight;encouraging individual initiative;opportunity based on merit;no one is entitled to anything;hard work and continuous self-improvement.2022-12-25贾良定13 elevation of Japanese culture and national status;being a pioneer,not followi

8、ng others,doing the impossible;encouraging individual ability and creativity.2022-12-25贾良定14 no cynicism;nurturing and promulgation of“wholesome American values”;creativity,dreams,and imagination;fanatical attention to consistency and detail;preservation and control of the Disney magic.2022-12-25贾良定

9、15 Core purpose is a raison dtre,not a goal or business strategy.All effective purpose reflects peoples idealistic motivations for doing the companys work.It doesnt just describe the organizations output or target customers;it captures the soul of the organization.2022-12-25贾良定16 to preserve and imp

10、rove human life to experience the joy of advancing and applying technology for the benefit of the public to make people happy2022-12-25贾良定17 to solve unsolved problems innovatively to make technical contributions for the advancement and welfare of humanity to give unlimited opportunity to women2022-

11、12-25贾良定18 to help leading corporations and governments be more successful to experience the emotion of competition,winning,and crushing competitors to give ordinary folk the chance to buy the same things as rich people2022-12-25贾良定192.Envisioned Future On the one hand,Envisioned Future conveys conc

12、reteness something visible,vivid,and real.On the other hand,Envisioned Future involves a time yet unrealized with its dreams,hope,and aspirations.2022-12-25贾良定20BHAG:big,hairy,audacious goal.Companies need an audacious 10-to-30-year goal to progress toward an envisioned future.A true BHAG is clear a

13、nd compelling,serves as a unifying focal point of effort,and acts as a catalyst for team spirit.2022-12-25贾良定21+become a$125 billion company by the year 2000(Wal-Mart,1990)+democratize the automobile(Ford Motor Company,early 1900s)+become the company most known for changing the worldwide poor-qualit

14、y image of Japanese products(Sony,1950s)2022-12-25贾良定22+Knock off RJR as the number one tobacco company in the world(Philip Morris,1950s)+Crush Adidas(Nike,1960s)+Yamaha wo taubusu!We will destroy Yamaha!(Honda,1970s)2022-12-25贾良定23+become the Nike of the cycling industry(Giro Sport Design,1986)+bec

15、ome as respected in 20 years as Hewlett-Packard is today(Watkins-Johnson,1996)+Become the Harvard of the West(Stanford University,1940s)2022-12-25贾良定24 An envisioned future needs,that is,a,and description of what it will be like to achieve the BHAG.Thinking of it as translating the vision from words

16、 into pictures,of creating an image that people can carry around in their heads.2022-12-25贾良定252022-12-25贾良定26 I will build a motor car for the great multitude.It will be so low in price that no man making a good salary will be unable to own one and enjoy with his family the blessing of hours of ple

17、asure in Gods great open space.When Im through,everybody will be able to afford me,and everyone will have one.The horse will have disappeared from our highways,the automobile will be taken for granted.and we will give a large number of men employment at good wages.2022-12-25贾良定27An Example2022-12-25

18、贾良定28 elevation of Japanese culture and national status;being a pioneer,not following others,doing the impossible;encouraging individual ability and creativity.2022-12-25贾良定29 to experience the joy of advancing and applying technology for the benefit of the public2022-12-25贾良定30 become the company m

19、ost known for changing the worldwide poor-quality image of Japanese products.2022-12-25贾良定31 We will create products that become pervasive around the world.We will be the first Japanese company to go into the U.S.Market and distribute directly.We will succeed with innovations that U.S.Companies have failed at such as the transistor radio.Fifty years from now,our brand name will be as well known as any in the world.and will signify innovation and quality that rival the most innovative companies anywhere.“Made in Japan”will mean something fine,not something shoddy.