管理学robbins 11-9.pptxVIP

Management 11th editionStephen P. Robbins;Define strategic management and explain why it’s important Explain what managers do during the six steps of the strategic management process Describe the three types of corporate strategies Describe competitive advantage and the competitive strategies organizations use to get it Discuss current strategic management issues;9.1 Strategic Management?;Business model 商业模式 - how a company is going to make money. whether customers will value what the company is providing; whether the company can make any money doing that.;Why Is Strategic Management Important?;9.2 The Strategic Management Process;Exhibit 9-1: Strategic Management Process;Mission 使命: a statement of the purpose of an organization The scope of its products and services Goals: the foundation for further planning Measurable performance targets;Exhibit 9-2: Components of a Mission Statement;Step 2: Doing an external analysis;Assessing organizational resources, capabilities, and activities: Resources - an organization’s assets that are used to develop, manufacture, and deliver a product to its customers. Capabilities - an organization’s skills and abilities in doing the work activities needed in its business. Core competencies 核心竞争力 - the organization’s major value-creating capabilities that determine its competitive weapons. Strengths 优势: activities the organization does well, unique resources it has. Weaknesses 劣势: activities the organization doesn’t do well, resources it needs but doesn’t possess.;Steps 2 and 3 combined are called a SWOT analysis. Opportunities, Threats Strengths, Weaknesses;Develop and evaluate strategic alternatives. Select appropriate strategies for all levels in the organization that provide relative advantage over competitors. Match organizational strengths to environmental opportunities. Correct weaknesses and guard against threats.;Exhibit 9-3: Types of Organizational Strategies;Implementation - effectively fitting organizational structure