战略管理课件BusinessStrategicManagement.ppt

Business Strategic Management What is strategic management? A continuous, iterative process aimed at keeping an organization as a whole approporiately matched to its environment (Certo and Peter) Keeping the business in tune with management and marketing forces both outside and inside the firm Benefits of strategic management Establish the mission Formulate philosophy Establish policies Setting objectives Developing strategy Plan the organi-zational structure Provide personnel Establish procedures Provide facilities Provide capital Set standards Establish programs and plans Control information Activate people Steps to strategic management Environmental analysis Establish organizational direction Strategy formulation Strategy implementation Strategic control Environmental analysis Process of examining the organization’s environment to determine: Strengths Weaknesses Opportunities Threats Environmental structure General environment Social, economic, political, legal, technical Operating environment International, supplier, labor, competition, customer Internal environment Organizational, marketing, financial, personnel, production Methods of environmental forecasting Expert opinion Trend extrapolation Trend correlation Dynamic modeling Cross-impact analysis Multiple scenarios Demand/hazard forecasting Establish organizational direction Establishing an organizational direction for the company involves determining two indicators: Organizational mission – the reason why the organization exists Objectives – measurable targets to track the growth of the business Key objective areas Market standing Innovation Productivity Resource levels Profitability Manager performance and development Worker performance and attitude Social responsibility Types of objectives Profitability Growth Market share Social responsibility Employee welfare Product Quality Service RD Diversification Efficiency Financial stability Resource conservation Mgt labor development Strategy formulation