合作战略与发展.ppt

Corporate Strategy and Development Lecture 8 07/17/2001 Main Issues In general, corporate strategy becomes relevant and/or salient in a multibusiness company. Illustration of single business vs. multiple businesses, i.e. business value chain and portfolio planning Corporate strategies Vertical integration vs. outsourcing/vertical cooperation Diversification Internal venturing Acquisition Joint venture Strategic alliances Restructuring and Turn around Concentration on a Single Business Advantages Operational focus on a single familiar industry or market. Current resources and capabilities add value. Growing with the market brings competitive advantage. Disadvantages No diversification of market risks. Vertical integration may be required to create value and establish competitive advantage. Opportunities to create value and make a profit may be missed. Value Chain on a single business (Example: Personal Computer Industry Corporate Portfolio Perspective on Multibusiness companies Boston Consulting Group (BCG) matrix: Identifying the Strategic Business Units (SBUs) by business area or product market Assessing each SBU’s prospects (using relative market share and industry growth rate) relative to other SBUs in the portfolio. Developing strategic objectives for each SBU McKinsey/GE matrix The BCG Matrix The BCG Matrix Stars High relative market shares in fast growing industries. Question marks Low relative market shares in fast growing industries. Cash cows High relative market shares in low-growth industries. Dogs Low relative market shares in low-growth industries. The Strategic Implications of the BCG Matrix Stars Aggressive investments to support continued growth and consolidate competitive position of firms. Question marks Selective investments; divestiture for weak firms or those with uncertain prospects and lack of strategic fit. Cash cows Investments sufficient to maintain competitive position. Cash surpluses used in developing and nurturing stars and selected q