Chapter1 Strategy and the Quest for Competitive Advantage.pptVIP

* III WHAT IS STRATEGY 5 Ps FOR STRATEGY （ Mintzberg） Strategy is a plan —consciously intended course of action and a guideline to deal with a situation Strategy is a pattern-- a behavior pattern in a stream of actions Strategy is a position– a means of locating an organization in an “environment” Strategy is a perspective– its content consisting of an ingrained固有的 way of perceiving the world Strategy can be a ploy-- a specific “maneuver” intended to outwit an opponent or competitor III WHAT IS STRATEGYGamble Thompson: What Is Strategy? Strategy is the combination of the competitive moves and business approaches, which is use to : Create a market position Attract and please customers Compete successfully Conduct their business Achieve target objectives IV THE 3 STRATEGIC QUESTIONS What is our business achieving now? Where do we want to achieve? What businesses do we want to be and what market position do we want? Who are our customer groups and what are their needs? What outcomes do we want to achieve? How will we get there? * V The Scope of a Company’s strategy The company’s business strategy lays out how management intends to complete in the industry (See fig 1.1 ) Actions to gain sales and market share Actions to respond to changing conditions Actions to enter or exit markets Actions to capture emerging opportunities Actions to strengthen competitiveness Actions to manage key activities Actions to correct weakness We Aspire To Be The Best Employer In Each Community Around The World. Improved restaurant operations: Developing people at every organizational level Affordable pricing : Remaining an efficient and quality producer. Sharing best practices among all units Convenience: Promote frequent customer visits via extending dining hours, playplace and attractive low-price specials Reinventing the fast food through innovation in the menu, facilities, marketing, operation, and technology STRATEGY CONTENT EXAMPLE What separates a powerful stra