5-1 strategy crafting.ppt

主讲教师： 李 平 英 leepy00@ Levels of Strategy in a diversified company Corporate stragegy Developping stragegy Integration strategy Diversification strategy International strategy Stabling stragegy Retrenching strategy Business strategy How to compete Offensive or defensive Timing cooperation Different strategy for different industry Competitive Advantage Competitive advantage exists when a firm’s strategy gives it an edge in Defending against competitive forces and Securing customers Offer buyers a good product at a lower price Use differentiation to provide a better product buyers think is worth a premium price The Five GenericCompetitive Strategies106 Low-Cost Leadership Make achievement of low-cost relative to rivals the theme of firm’s business strategy Find ways to drive costs out of business year-after-year Low-Cost Leadership A low cost strategic target is low cost relative to competitors, not the absolutely lowest possible cost The value of a cost advantage depends on its sustainability. If rivals find it relatively easy or in expensive to imitate the leader’s low cost advantage will be short lived to yield a valuable edge in the marketplace. Options: Achieving a Low-Cost Strategy Open up a sustainable cost advantage over rivals, using lower-cost edge to either Under-price rivals and reap market share gains Earn higher profit margin selling at going price Approaches to Securing Cost Advantage Do a better job than rivals of performing value chain activities efficiently and cost effectively Approach 1: Controlling the Cost Drivers Capture scale economies; avoid scale diseconomies Capture learning and experience curve effects Manage costs of key resource inputs Consider linkages with other activities in value chain Find sharing opportunities with other business units Compare vertical integration vs. outsourcing Assess first-mover advantages vs. disadvantages Control