《企业战略的讲义1.pptVIP

Unit Introduction :Business Strategy Do you think what the business strategy is ? The origin of strategy : In China: “战” 既战斗，战争;”略”指筹略，策略 In western: ‘strategy’ was a term originally used by the military. E.g. In a war situation the senior military commanders must define exactly what their objectives are (to capture an area of land to destroy an army and so on). To achieve these objectives they must decide on: The resources, such as troops and materials that will be needed (resources requirements) The strength of the enemy forces (the strength of the competition) The actions the enemy are likely to take (competitor moves) How best to achieve the objectives (strategy) When to attack (timetable for action) What to do if plans do not go as expected (contingency plans) Definition: Strategy can be defined as the courses of actions, including those that specify resources required, to achieve an overall objective. I keep six honest serving men. They taught me all I know. Their name are What, Why, When, How, Where, and Who. ── Rudyard Kipling The levels of strategy Corporate strategy What businesses are we/or do we want to be in? How do we enter or exit? Business strategy Business strategy Business strategy Strategies relevant to a particular area SBU 　 SBU SBU Functional strategies RD Operations Marketing HRM IT/IS Finance Can you say the difference of strategy management and the other aspects of management ? The components/stages of strategy management Strategic analysis Strategic choice Strategy implementation Planning and strategic planning The planning gap Planning is one of the process of the four main management activities: Planning Organizing Motivating Controlling The planning hierarchy