超级流行的管理工具荟萃.ppt

Blindspot Analysis 盲点分析 Objective: To assess the presence of blindspots that may compromise a competitors ability to respond to a competitive action. 目的：评估某个盲点，该盲点可能削弱一个竞争者对一项竞争 性举措的应对能力 1. Misjudging industry boundaries 对产业领域的错误判断 2. Poor identification of the competition 对竞争认知不足 3. Overemphasis on competitors visible competence 过分重视 竞争对手所显示出来的能力 4. Overemphasis on scope – not posture 过分强调范围而不是态势 5. Faulty assumptions about the competition 对竞争情况作错误假设 6. Paralysis by analysis 因分析而陷入企业运作瘫痪 Competitor Profiling 竞争对手概要分析 ? Successful strategists take great pains in understanding their competitors 成功的战略 家在了解竞争者上付出极大的努力 ? Identifying their strategies 确定他们的战略 ? Watching their actions 观察他们的行动 ? Evaluating their vulnerability to driving forces and competitive pressures 评估他们的驱动力的弱点以及竞争压力下的弱点 ? Sizing up their resource strengths and weaknesses and their capabilities 评估他们的资源优势和弱势以及他们的实际能力 ? Trying to anticipate rivals next moves 试图预计对手的下一步行动 . Competitive Profiling - The 4 Corner Analysis Model (Porter, 1980) DRIVERS 驱动力 CAN DO/IS DOING 可行 / 现行 Future Goals/Philosophies/Strategies 未来目标 / 理念 / 战略 Current Strategies 现行战略 Management Assumptions 管理假设 Capabilities 能力 COMPETITIVE PROFILING THE 4 CORNER ANALYSIS MODEL 竞争概要分析－四角分析模型（波特， 1980 ） Competitive Profile Matrix 竞争态势矩阵 (CPM) (David, 2001, pp. 114-115) ? CPM- compares competitors against critical success factors (CSFs) in the industry + other comparators (eg.- GE strengths) CPM- 将竞争对手与行业中的关键成功因素（ CSFs) 及其他比较指标（如 -GE 优势） 进行比较 ? Weighted score system 加权评分系统 ? CSFs/ comparators are weighted by importance ; 关键成功因素（ CSFs)/ 比较指标按 重要性进行加权 – Total 总分 = 1.00 ? Competitors are listed re: relative strength for each CSF 列出竞争对手，例如根据在 每个关键成功因素上，各个竞争对手的相对优势进行罗列： – 4 = major strength 主要优势 – 3 = minor strength 次要优势 – 2 = minor weakness 次要劣势 – 1 = major weakness 主要劣势 ? Total weighted score indicates overall strength of competitor. 加权总分表示竞争对手 的整体优势 Customer Product Analysis Techniques 顾客及产品分析技巧 ? Customer val