[管理学]Strategic concepts.pptVIP

Strategic Management Li Weiwen Department of Business Administration SYSU 1 2018-2-15 The Strategic Management Process 2018-2-15 2 Vision/Mission External Analysis Internal Analysis Strategic Choice Strategic Implementation Competitive Advantage What is a vision A vision is a roadmap of a company’s future (where we are going), providing specifics about the kind of company that management attempts to create future technology and customer focus the geographic and product markets to be pursued the capabilities it plans to development 2018-2-15 3 Vision: Examples 缔造全球领先的空调企业，成就格力百年的世界品牌。 Solutions for a small planet 成为拥有全球影响力品牌的国际化大公司  2018-2-15 4 Why is a vision important? A managerial imperative exists to look beyond today and think strategically about Impact of new technologies How customer needs and expectations are changing? What it will take to outrun competitors? Which promising market opportunities ought to be aggressively pursued? What a company needs to do to prepare for the future? 2018-2-15 5 What is a mission statement? A company’s mission statement is typically focused on its present business scope – who we are and what we do; Content of mission statement: fundamental, unique purpose; scope of operations and its products or service offerings; philosophical premises that are to guide actions; commitments to stakeholders 2018-2-15 6 Mission statement: Examples 弘扬工业精神，追求完美质量，提供专业服务，创造舒适环境 At IBM, we strive to lead in the invention, development and manufacture of the industrys most advanced information technologies, including computer systems, software, storage systems and microelectronics. 用我们的激情酿造出消费者喜好的啤酒，为生活创造快乐。  2018-2-15 7 An effective mission statement An effective mission statement should Provide general direction Provide an image of the company’s character Provide a tone, or set of attitudes, through which actions are guided Embody a company’s soul and be inspirational 2018-2-15 8 Vision vs. Mission A vision concerns a firm’s future bu