戰略制定形势分析与经营战略.pptVIP

;;The Strategy-Formulation Analytical Framework Stage 1: The Input Stage Stage2: The Matching Stage Stage3: The Decision Stage;;;;; 长期目标 （Long-Term Objectives） 战略目标与愿景、使命 战略目标是人们期望实行某种战略而达到的理想结果，是企业远景和使命的具体化。 例如：实施“名牌战略”，五年后品牌产品的销售额应达到1亿元 首钢集团实施多元化战略，进入芯片领域，五年后芯片收入应为总收入的50% ;企业战略目标的一般内容 1、盈利能力 2、生产效率：年产量、成本降低率、投入产出比率，等 3、市场竞争地位：市场占有率、总销售收入，等等 4、产品结构：新产品开发数、新品产值率，等等 5、财务状况 6、企业的建设与发展：年产量增加速度、生产规模扩大、生产自动化、信息化水平、企业管理水平，等等 7、技术水平：专利数、开发和创新项目，等等 8、人力资源的开发：培训人数及费用、技术职称比例 9、职工福利：工资水平、奖励水平 10、社会责任目标;;;;;;;;;SITUATIONAL ANALYSIS;SITUATIONAL ANALYSIS;;;;;;;SITUATIONAL ANALYSIS;SITUATIONAL ANALYSIS;SITUATIONAL ANALYSIS;;SITUATIONAL ANALYSIS; Review of mission and objectives A corporation must reexamine its current mission and objectives before it can generate and evaluate alternative strategies. tendency: manager tend to concentrate on the alternatives, the action possibilities, rather than on a mission to fulfill and objectives to achieve. Why? P.99 ; Review of mission and objectives Problems in performance can derive from an inappropriate mission statement that is too narrow or too broad. Objectives can either focus too much on short-term operational goals or be so general that they provide little real guidance. ;;Generating alternatives strategies using a TOWS matrix;TOWS Matrix;Eight steps in constructing a TOWS Matrix 1.List the firm’s key external opportunities. 2.List the firm’s key external threats. 3.List the firm’s key internal strengths. 4.List the firm’s key internal weaknesses. 5.Match internal strengths with external opportunities and record the resultant SO Strategies in the appropriate cell. ;6.Match internal weaknesses with external opportunities and record the resultant WO Strategies. 7.Match internal strengths with external threats and record the resultant ST Strategies. 8. Match internal weaknesses with external threats and record the resultant WT