企业横向战略分析(英文版).pptxVIP

第十二讲 横向战略的战略分析;Horizontal strategy is a coordinated set of goals and policies across distinct but interrelated business units. It is required at the group, sector, and corporate levels of a diversified firm. It does not replace or eliminate the need for separate business and/or business unit strategies. Rather, horizontal strategy provides for explicit coordination among business units that makes corporate or group strategy more than the sum of the individual business unit strategies.;1.The Growing Importance of Horizontal Strategy;2.Intrrelationships Among Business Units;③Infrastructure Interrelationships. Source: common firm infrastructure needs, common capital; Possible forms of sharing: shared raising of capital, shared cash utilization, shared accounting, shared legal department, shared government relations, shared hiring and training, etc. ④Production Interrelationships. Source: common location of raw materials, identical or similar fabrication(or assembly) process, identical or similar testing/quality control procedures, common factory support needs; Possible forms of sharing: shared inbound logistics, shared component fabrication, shared assembly facilities, shared testing/quality control facilities, shared factory indirect activities, shared site infrastructure.;⑤Market Interrelationships. Source: common buyer, common channel, common geographic market; Possible forms of sharing: shared brand name, cross selling of products, bundled or packaged selling, cross subsidization of complementary products, shared marketing department, shared sales force, shared service/repair network, shared order processing system, shared physical distribution system, shared buyer or distributor financing organization.;⑵Intangible Interrelationships Sources: ①same generic strategy, ②same type of buyer(though not the same buyer), ③similar configuration of the value chain(e.g., many dispersed sites of mineral extraction and processing), ④similar important value activities(e.g., rel