克劳塞维北茨的基本分析、80.pptVIP

Developing Competitive Advantage and Strategic Focus;SWOT Analysis(Strengths, Weaknesses, Opportunities, Threats);Effectiveness of Analysis Tools;Major Benefits of SWOT Analysis;Common Criticismsof SWOT Analysis;Making SWOT Analysis Productive;Stay Focused;Search Extensively for Competitors;Collaborate with Other Functional Areas;Examine Issues fromthe Customers’ Perspective;Breaking Down Managerial Clichés into Customer-Oriented Strengths and Weaknesses;Look for Causes, Not Characteristics;Separate Internal from External Issues;The Elements of a SWOT Analysis;SWOT-Driven Strategic Planning;SWOT Matrix A four-cell array used to categorize information at the conclusion of a SWOT analysis. Should be based on customer perceptions, not the perceptions of the analyst. Elements with the highest total ratings should have the greatest influence in marketing strategy. Focus on competitive advantages by matching strengths with opportunities.;The SWOT Matrix;Quantitative Assessment ofElements Within the SWOT Matrix;Strengths, weaknesses, opportunities, and threats: Which is the most important? Why? How might your response change if you were the CEO of a corporation? What if you were a customer of the firm? An employee? A supplier?;Competitive advantages can arise from many external or internal sources. Competitive advantages refer to real differences between competing firms. Three basic strategies for competitive advantage: Operational Excellence Product Leadership Customer Intimacy;Operational Excellence Focus on efficiency of operations and processes Lower cost operations leads to lower prices for customers Product Leadership Excellence in technology and product development Most advanced, highest quality product offering in industry Customer Intimacy Understanding customers better than the competition Develop long-term customer relationships;Common Sourcesof Competitive Advantage;Support or contradict this statement: “Given the realities of today’s economy and the