(精选)商务英语综合教程(下册)Unit 7 Strategies of Transnational Corporations课件.pptVIP

Unit Seven ;Introduction; Text ; 1 It is in determining how to compete that most TNCs have run into problems. TNCs in the late 1990s are confronted with a bewildering array of strategy options. Most TNCs conceptualize strategy as a hierarchy that includes both corporate-level strategies and business-unit-level strategies. Corporate strategies typically focus on two things: (1) determining the industries in which the TNCs will compete, and (2) determining how the various businesses within the TNCs will coordinate activities. Business-unit strategies focus on market share battles through competitive and international positioning. Business-unit managers rather than corporate executives have become the primary drivers of international strategy.; 5 Companies that adopt a low-cost strategy produce or deliver products or services equal to those of their competitors. However, low-cost companies find the means to produce their products or to deliver their services more efficiently than the competition. That is, they lower the costs of their products without sacrificing on what the customers desire. The cost savings that improve efficiency may occur anywhere from the creation of the product to its final sale. ; Competitive strategy 6 Besides using the basic generic strategies in their operations, transnational corporations use several strategic moves called competitive strategies. Competitive strategies can be offensive or defensive. In offensive strategies, companies directly target rivals from whom they wish to capture market share. Examples of offensive competitive strategies include direct attacks, end-run offensive, preemptive strategies, and acquisitions. Usually, transnational managers analyze the strengths and weaknesses of their competitors separately in each country. Different countries represent different markets and often; require different attack strategies. In a competitive industry, all managers should expec