创业战略管理-第7讲-李卫宁.pptVIP

Definitions of strategy refer to: * goals, aims and objectives * plans of action * utilisation of resources * coordination of the organisation * position relative to competitors * means of competing * defeat of competitors Definitions of strategy Strategy is defined as follows: * Plan * Ploy * Position * Perspective * Pattern Mintzberg’s five Ps Plan Current situation Desired situation Mission, goals and objectives Analysis Actions A strategy is a plan of action Mintzberg’s five Ps (Continued) Current situation Desired situation Tactic A strategy is a ploy (tactic) to beat competitors Mintzberg’s five Ps (Continued) A strategy is the position a business adopts in its market place Mintzberg’s five Ps (Continued) Down market Up market Younger Older Harrods Harvey Nichols Next Debenhams Marks and Spencer Monsoon Woolworths New Look Position map of clothing retailers Mintzberg’s five Ps (Continued) Perspective refers to the collective view that the organisation takes about itself and the way in which it would like the world to see it. A strategy is the perspective an organisation takes with regard to itself, its competitors and its market. Mintzberg’s five Ps (Continued) Pattern = regularity and consistency Stream = reveal in and over time Action = activity, praxis Mintzberg’s fundamental definition: A strategy is a pattern in the stream of actions. Mintzberg’s five Ps (Continued) Strategy Strategy Direction Coordination Individual action Mintzberg’s five Ps (Continued) Functional areas of strategy * Marketing strategy * Human resource strategy * Financial strategy * Operational strategy Strategy Content Strategy Process Strategy Context ‘What the business does’: * its products * the markets it serves * the way in which it competes Strategy content ‘How the business decides what to do’: Its approach to making decisions Strategy process The environment in which the business competes and must make its strategy work Strategy context For Example: A conte