战略管理英文课件chBusinessLevelStrategy.ppt

* * * * * * * * * * * * * * * * * * * * * * Strategic Management: Concepts and Cases Part II: Strategic Actions: Strategy Formulation Chapter 4: Business-Level Strategy * The Strategic Management Process * Chapter 4: Business-Level Strategy Overview: Five content areas Defining business-level strategy Relationship between customers and strategy Differences in business-level strategies 5-Forces Risks of business-level strategies * Introduction Strategy: Increasingly important to a firm’s success and concerned with making choices among two or more alternatives. Choices dictated by External environment Internal resources, capabilities and core competencies Business level-strategy: Integrated and coordinated set of commitments and actions the firm uses to gain a competitive advantage by exploiting core competencies in specific product markets * Introduction (Cont’d) Customers are the foundation of successful business strategies Who will be served by the firm What needs those target customers have that firm will satisfy How those needs will be satisfied by the firm Five (5) generic business level strategies Generic = can be used in any organization competing in any industry Follows the discussion of customers * Customers: Their Relationship with Business-Level Strategies Strategic competitiveness results when firm can satisfy customers by using its competitive advantages Returns earned are the lifeblood of firm Most successful companies satisfy current customers and/or meet needs of new customers * Customers: Their Relationship with Business-Level Strategies (Cont’d) …Five components in customer relationships 1. Effectively managing relationships w/ customers Deliver superior value Strong interactive relationships is foundation 2. Reach, richness and affiliation Access and connection to customers Depth and detail of two-way flow of information between firm and customer Facilitating useful interactions with customers * Customers: Their Relations