《戰(zhàn)略管理》第三章PPT課件

1、戰(zhàn)略管理戰(zhàn)略管理第三第三章章Chapter Three: Internal Analysis: Resources and Competitive Advantagel Intended Learning Outcomes of this Chapter2021年12月1日星期三2Internal Analysis: Distinctive Competencies, Competitive Advantage, and Profitability1. Discuss the source of competitive advantage (企業(yè)競(jìng)爭(zhēng)優(yōu)勢(shì)的來(lái)源) .(*)2. Identify

2、 the role of efficiency, quality, innovation, and customer responsiveness in building and maintaining a competitive advantage. (*)3. Explain the concept of value chain (價(jià)值鏈). (*)4. Understand the link between competitive advantage and profitability (競(jìng)爭(zhēng)優(yōu)勢(shì)與盈利能力的關(guān)系).(*)5. Explain what impacts the durab

3、ility of a companys competitive advantage (競(jìng)爭(zhēng)優(yōu)勢(shì)的持續(xù)性). (*)2021年12月1日星期三3(一) Internal Analysis(一) Internal Analysisl Internal Analysisn Pinpoints the strengths and weaknesses of the organization. n Strengths and Weaknesses：u Gives managers the information to Gives managers the information to choose th

4、e strategies and business choose the strategies and business model model to attain a sustained competitive advantage.to attain a sustained competitive advantage.2021年12月1日星期三4Assets that boost profitabilityLiabilities that depress profitability(一) Internal Analysisl Internal Analysisn Includes asses

5、sments of:u Firms resources (Firms resources (資源資源) & capabilities () & capabilities (能力能力) )u Distinctive competencies ( Distinctive competencies (獨(dú)特競(jìng)爭(zhēng)力獨(dú)特競(jìng)爭(zhēng)力/ /核心競(jìng)爭(zhēng)力核心競(jìng)爭(zhēng)力) )n Three-step process:Understand the role of Understand the role of rare, value, and hard-to-imitate resources in the r

6、are, value, and hard-to-imitate resources in the establishment of competitive advantageestablishment of competitive advantage;Appreciate how such resources lead to superior efficiency, innovation, quality, and superior efficiency, innovation, quality, and customer responsivenesscustomer responsivene

7、ss.Analyze the sources of their companys competitive advantage Analyze the sources of their companys competitive advantage to identify what is driving the profitability of their enterprise. 2021年12月1日星期三52021年12月1日星期三6(二) Competitive Advantage (二) Competitive Advantage l Competitive Advantagen Firms

8、 profitability is greater than the average profitability for all firms in its industry.u為什么是行業(yè)的平均盈利水平（ average profitability average profitability ）？l Sustained Competitive Advantagen Firm maintains above average and superior profitability and profit growth over a number of yearsover a number of yea

9、rs.l Distinctive Competenciesn Firm-specific strengths that allow a company to differentiate its products from those offered by rivals, and/or achieve substantially lower costs.n TOYOTA（豐田）：2021年12月1日星期三7l Resources: Assets of a Companyn TangibleTangible (physical entities):u land, buildings, equipm

10、ent, inventory, & moneyland, buildings, equipment, inventory, & money.n IntangibleIntangible (nonphysical entities created by managers & other employees)u brand names, company reputation, employee knowledge & experience, brand names, company reputation, employee knowledge & exper

11、ience, intellectual ellectual property.l 資源的屬性資源的屬性：n ValuableValuable：Enable a company to create strong demand for its Enable a company to create strong demand for its products, and/or to lower its costsproducts, and/or to lower its costs.n Rare: Competitors do not possess them, and dif

12、ficult for rivals to Rare: Competitors do not possess them, and difficult for rivals to imitate imitate (Barriers to imitation).2021年12月1日星期三8(二) Competitive Advantage l Resources: Assets of a Company2021年12月1日星期三9有形資源有形資源財(cái)務(wù)資源財(cái)務(wù)資源l 現(xiàn)金儲(chǔ)備和其他可以迅速變現(xiàn)的資產(chǎn)l 內(nèi)部生成財(cái)務(wù)資源的能力l 外部融資與舉債能力實(shí)物資源實(shí)物資源l 廠房設(shè)施與技術(shù)設(shè)備l 生產(chǎn)地點(diǎn)與土地

13、占有l(wèi) 原材料儲(chǔ)備無(wú)形資源無(wú)形資源知識(shí)產(chǎn)權(quán)知識(shí)產(chǎn)權(quán)l(xiāng) 商標(biāo)、品牌、執(zhí)照、資質(zhì)鑒定、許可合同l 版權(quán)與技術(shù)專利l 技術(shù)訣竅與商業(yè)機(jī)密人力資源人力資源l 素質(zhì)、技能與經(jīng)驗(yàn)l 信任、忠誠(chéng)度和對(duì)企業(yè)的承諾l 團(tuán)隊(duì)合作、人際關(guān)系、應(yīng)變能力、組織慣例管理資源管理資源l 管理團(tuán)隊(duì)素質(zhì)與技能組合l 社會(huì)關(guān)系網(wǎng)絡(luò)與社會(huì)資本積累l 管理者的內(nèi)部威信與業(yè)界聲譽(yù)組織資源組織資源l 企業(yè)文化與精神風(fēng)貌l 企業(yè)形象與名聲信譽(yù)l 組織協(xié)調(diào)能力、學(xué)習(xí)能力與應(yīng)變能力(二) Competitive Advantage l Capabilitiesn A companys skills at skills at coordinat

14、ing its resources and putting them to productive use.n Reside in an organizations rules, routines, and procedures. (企業(yè)決策和管理內(nèi)部流程以實(shí)現(xiàn)目標(biāo)的做事風(fēng)格或者方式)n 取決于：Structure, Processes, Control and Hiringl Question?n Resource and Capability:u Which one is more Important? Which one is more Important? u Why? Why?2021

15、年12月1日星期三10(二) Competitive Advantage l Strategy, Resources, Capabilities, and Competencies2021年12月1日星期三11(二) Competitive Advantage l Competitive Advantage, Value Creation, and Profitabilityn How profitable a company becomes depends on three basic factorsthree basic factors:u Value/Utility Value/Util

16、ity customers place on products (customers place on products (價(jià)值價(jià)值) ) 反映了消費(fèi)者對(duì)產(chǎn)品的效用評(píng)價(jià) 效用：取決于產(chǎn)品和服務(wù)的屬性（性能、設(shè)計(jì)、質(zhì)量和售后等）u PricePrice company charges for products ( company charges for products (價(jià)格價(jià)格) )Consumer surplus = “excess” utility consumer captures beyond price Consumer surplus = “excess” utility con

17、sumer captures beyond price paidpaidu CostsCosts of creating product ( of creating product (成本結(jié)構(gòu)成本結(jié)構(gòu)) )2021年12月1日星期三12Basic PrincipleMore utility consumers get from companys products or services, the more pricing options company has.(二) Competitive Advantage l Value Creation Per Unit2021年12月1日星期三13(

18、二) Competitive Advantage l Value Creation and Pricing Options2021年12月1日星期三14(二) Competitive Advantage l Comparing Toyota and General Motors2021年12月1日星期三15 Superior value creation requires the gap between perceived utility (U) and costs of production (C) be greater than attained by competitors.(二) Co

19、mpetitive Advantage 2021年12月1日星期三16(三) The Value Chainl The Value Chainn Company is a chain of activities for transforming inputs into outputs customers value.n The value chain activities include primary & support activities:2021年12月1日星期三17(三) The Value Chainl Value Chain Activities2021年12月1日星期三

20、18(三) The Value ChainPrimary Activitiesw R & D = design and productionw Production = creation of good/servicew Marketing = brand positioning & advertisingw Customer Service = after-sales service & supportSupport Activitiesw Materials Mgmt. = transmission of materialsw HR = ensures right

21、mix of skilled peoplew I. S. = managing, trackingw Infrastructure = context in which all other activities take placel Simplified Value Chain Model2021年12月1日星期三19(三) The Value Chainl 實(shí)際應(yīng)用的分析邏輯：實(shí)際應(yīng)用的分析邏輯：2021年12月1日星期三20(三) The Value Chain需要從三個(gè)層面進(jìn)行價(jià)值鏈分析，價(jià)值鏈的長(zhǎng)度和層次主要取決于項(xiàng)目范圍和目的。需要從三個(gè)層面進(jìn)行價(jià)值鏈分析，價(jià)值鏈的長(zhǎng)度和層次主要取

22、決于項(xiàng)目范圍和目的。供應(yīng)供應(yīng)（供應(yīng)商）（供應(yīng)商）轉(zhuǎn)變轉(zhuǎn)變（制造商）（制造商）流通流通（經(jīng)銷商（經(jīng)銷商/ /零售商）零售商）消費(fèi)消費(fèi)（最終用戶）（最終用戶）研發(fā)研發(fā)采購(gòu)采購(gòu)/ /物物流流制造制造/ /運(yùn)運(yùn)行行營(yíng)銷營(yíng)銷/ /銷銷售售分銷分銷/ /物物流流售后服售后服務(wù)務(wù)材料預(yù)備材料預(yù)備功能轉(zhuǎn)功能轉(zhuǎn)變變組裝成組裝成型型品質(zhì)保品質(zhì)保證證包裝包裝行業(yè)價(jià)值鏈行業(yè)價(jià)值鏈公司價(jià)值鏈公司價(jià)值鏈職能價(jià)值鏈職能價(jià)值鏈最終成果最終成果1 1、公司的主要活動(dòng)？、公司的主要活動(dòng)？2 2、哪些活動(dòng)是關(guān)鍵的？、哪些活動(dòng)是關(guān)鍵的？3 3、哪些關(guān)鍵活動(dòng)提供最大機(jī)會(huì)（杠桿效應(yīng)最大）？、哪些關(guān)鍵活動(dòng)提供最大機(jī)會(huì)（杠桿效應(yīng)最大）？l

23、戰(zhàn)略供應(yīng)商戰(zhàn)略供應(yīng)商l 成本分析成本分析l 競(jìng)爭(zhēng)差異化競(jìng)爭(zhēng)差異化l 行業(yè)劃分行業(yè)劃分l 流程再造流程再造l 成本分析成本分析l 競(jìng)爭(zhēng)差異化競(jìng)爭(zhēng)差異化新產(chǎn)品開(kāi)發(fā)新產(chǎn)品開(kāi)發(fā)品牌管理品牌管理IMCIMC運(yùn)營(yíng)運(yùn)營(yíng)新產(chǎn)品新產(chǎn)品開(kāi)發(fā)開(kāi)發(fā)品牌品牌管理管理廣告廣告促銷促銷基礎(chǔ)基礎(chǔ)調(diào)查調(diào)查市場(chǎng)市場(chǎng)分析分析產(chǎn)品產(chǎn)品企劃企劃產(chǎn)品產(chǎn)品上市上市上市上市管理管理市場(chǎng)市場(chǎng)分析分析客戶客戶分析分析BLCBLC分析分析品牌企劃品牌企劃/ /運(yùn)營(yíng)運(yùn)營(yíng)品牌成品牌成果分析果分析IMCIMC運(yùn)營(yíng)運(yùn)營(yíng)市場(chǎng)市場(chǎng)分析分析廣告、促銷廣告、促銷企劃企劃廣告、促銷廣告、促銷執(zhí)行執(zhí)行廣告、促?gòu)V告、促銷評(píng)估銷評(píng)估成果成果分析分析 業(yè)業(yè) 務(wù)務(wù) 流流 程

24、程主要業(yè)務(wù)活動(dòng)主要業(yè)務(wù)活動(dòng) l 新產(chǎn)品開(kāi)發(fā)：產(chǎn)品新產(chǎn)品開(kāi)發(fā)：產(chǎn)品ConceptConcept開(kāi)發(fā)、產(chǎn)品上市適當(dāng)性評(píng)估、制定產(chǎn)品價(jià)開(kāi)發(fā)、產(chǎn)品上市適當(dāng)性評(píng)估、制定產(chǎn)品價(jià)格、指定上市時(shí)間及流通方式、產(chǎn)品設(shè)計(jì)開(kāi)發(fā)、開(kāi)發(fā)預(yù)算選定及投格、指定上市時(shí)間及流通方式、產(chǎn)品設(shè)計(jì)開(kāi)發(fā)、開(kāi)發(fā)預(yù)算選定及投機(jī)計(jì)劃、發(fā)開(kāi)日程及流程管理、確保開(kāi)發(fā)必要的資金來(lái)源、開(kāi)發(fā)樣機(jī)計(jì)劃、發(fā)開(kāi)日程及流程管理、確保開(kāi)發(fā)必要的資金來(lái)源、開(kāi)發(fā)樣品及促銷品、需求預(yù)測(cè)品及促銷品、需求預(yù)測(cè)l 品牌管理：競(jìng)爭(zhēng)品牌分析、品牌定位分析、品牌管理：競(jìng)爭(zhēng)品牌分析、品牌定位分析、BLCBLC分析、品牌成果分析、分析、品牌成果分析、目標(biāo)設(shè)定、品牌運(yùn)營(yíng)計(jì)劃、品牌開(kāi)發(fā)

25、活動(dòng)、產(chǎn)品群影響度目標(biāo)設(shè)定、品牌運(yùn)營(yíng)計(jì)劃、品牌開(kāi)發(fā)活動(dòng)、產(chǎn)品群影響度/ /收益性分收益性分析、產(chǎn)品革新、品牌析、產(chǎn)品革新、品牌portfolioportfolio分析、市場(chǎng)調(diào)查、客戶需求分析、潛分析、市場(chǎng)調(diào)查、客戶需求分析、潛在市場(chǎng)分析、營(yíng)業(yè)業(yè)績(jī)分析、產(chǎn)品群收益性分析在市場(chǎng)分析、營(yíng)業(yè)業(yè)績(jī)分析、產(chǎn)品群收益性分析l IMCIMC運(yùn)營(yíng)：市場(chǎng)分析、運(yùn)營(yíng)：市場(chǎng)分析、TargetTarget設(shè)定、產(chǎn)品設(shè)定、產(chǎn)品ConceptConcept定義及競(jìng)爭(zhēng)品牌分定義及競(jìng)爭(zhēng)品牌分析、廣告目標(biāo)協(xié)議、廣告析、廣告目標(biāo)協(xié)議、廣告conceptconcept設(shè)定、廣告制作及評(píng)價(jià)、廣告預(yù)算設(shè)定、廣告制作及評(píng)價(jià)、廣告預(yù)算設(shè)定及

26、設(shè)定及Media PlanMedia Plan、Data StoringData Storing、廣告執(zhí)行及效果測(cè)定、促銷、廣告執(zhí)行及效果測(cè)定、促銷/ /活活動(dòng)企劃及管理、效果分析及事后監(jiān)控動(dòng)企劃及管理、效果分析及事后監(jiān)控IMC：Integrated Marketing Communication主要業(yè)務(wù)目標(biāo)主要業(yè)務(wù)目標(biāo) l銷售、利潤(rùn)增加銷售、利潤(rùn)增加l新產(chǎn)品開(kāi)發(fā)新產(chǎn)品開(kāi)發(fā)l提高提高Brand EquityBrand Equityl維持維持Brand IdentityBrand Identityl縮短縮短M/S(Market Share)M/S(Market Share)l縮短產(chǎn)品開(kāi)發(fā)時(shí)間縮短

27、產(chǎn)品開(kāi)發(fā)時(shí)間l節(jié)儉產(chǎn)品節(jié)儉產(chǎn)品Concept CostConcept Costl有效使用有效使用MarketingMarketing費(fèi)用費(fèi)用l提高廣告提高廣告Creative QualityCreative Qualityl有效使用廣告費(fèi)用有效使用廣告費(fèi)用主要成果指標(biāo)主要成果指標(biāo)l銷售銷售l利潤(rùn)利潤(rùn)lM/SM/S（Marketing Marketing ShareShare）lBPIBPI（Brand Power Brand Power IndexIndex）l廣告滿意度廣告滿意度lMarketingMarketing費(fèi)用的使用費(fèi)用的使用效率效率l商標(biāo)認(rèn)知度商標(biāo)認(rèn)知度lBrandBrand偏好

28、度偏好度R&D采購(gòu)采購(gòu)生產(chǎn)生產(chǎn)物流物流Marketing營(yíng)業(yè)營(yíng)業(yè)企業(yè)管理企業(yè)管理/ /業(yè)業(yè)務(wù)支持務(wù)支持BLC：Brand Life Cycle2021年12月1日星期三22(四) The Building Blocks of Competitive Advantage(四) The Building Blocks of Competitive Advantagel Building Blocksn EfficiencyEfficiency:u Fewer inputs to produce given outputFewer inputs to produce given output

29、u Efficiency = Outputs / Inputs Efficiency = Outputs / Inputsn QualityQuality:u Customers perceive products attributes provide higher utility in excellence & Customers perceive products attributes provide higher utility in excellence & reliabilityreliabilityn Innovation:Innovation:u ProductP

30、roductu Process Process u Biz Model Biz Modeln Customer ResponsivenessCustomer Responsiveness:u Customers attribute more utility by creating differentiation with competitive Customers attribute more utility by creating differentiation with competitive advantageadvantage2021年12月1日星期三23l Quality Map f

31、or Automobiles2021年12月1日星期三24(四) The Building Blocks of Competitive AdvantageAttributes of Quality:1. Excellence2. Reliability(四) The Building Blocks of Competitive Advantagel Building Blocks2021年12月1日星期三25l Competitive Advantage & Value Creation Cycle2021年12月1日星期三26(四) The Building Blocks of Co

32、mpetitive Advantage2021年12月1日星期三27(五) Analyzing Competitive Advantage and Profitabilityl Drivers of Profitability (ROIC)2021年12月1日星期三28(五) Analyzing Competitive Advantage and Profitabilityl Ways to Increase ROIC2021年12月1日星期三29(五) Analyzing Competitive Advantage and ProfitabilityIncrease Companys Ret

33、urn on Salesu Increase sales revenue more than costs v Reduce cost of goods sold Reduce spending on SG&A Reduce R&D expenses Increase Capital Turnovery Reduce the amount of working capital Reduce the amount of fixed capital 2021年12月1日星期三30(五) Analyzing Competitive Advantage and Profitability

34、2021年12月1日星期三31(六) The Durability of Competitive Advantage l Barriers to imitationn imitating resourcesimitating resourcesu Tangibles resources (building, plant and equipment) ( Tangibles resources (building, plant and equipment) (流水線生產(chǎn)技術(shù)、豐田流水線生產(chǎn)技術(shù)、豐田) )u Intangibles resources Intangibles resources （brand, m