商务英语高级课件.ppt

* strong internationally known brand Business English Corporate Strategy and Structure Michael Porter Two types of Planning Strategic planning: long term, ‘the big picture’, overall goals, company’s mission Operational planning: specific, concrete objectives Hierarchical Levels of Strategy Corporate level Strategic Business Unit level Functional or departmental level Strategies at Corporate Level Intensive strategies Integration strategies Corporate Level Strategies Diversification strategies Defensive strategies Integration strategies Horizontal integration Backward integration Integration strategies Forward integration Intensive strategies Product development Market development Intensive strategies Market penetration Four main growth strategies defined by the Product/Market Ansoff matrix 安索夫矩阵 （企业可以挑选四种不同成长性策略来增加收入） Diversification strategies Conglomerate diversification Horizontal diversification Diversification strategies Concentric diversification Diversification strategies Concentric diversification A type of diversification in which a company acquires or develops new products or services (closely related to its core business or technology) to enter one or more new markets. Horizontal diversification Type of diversification under which a firm develops or acquires new products that are different from its core business or technology, but which may appeal to its current customers. Conglomerate Diversification A type of diversification whereby a firm enters, through acquisition or merger, an entirely different market that has little or no synergy with its core business or technology. Defensive strategies Liquidation Divestiture Defensive strategies Retrenchment SWOT analysis S -- strengths W -- weaknesses O -- opportunities T -- threats SWOT Analysis PEST analysis P ---- political-legal E ---- economic S ---- social-cultural T ---- technological Porter’s Generic Strategiesat SBU Level Target Scope