戰(zhàn)略管理外部戰(zhàn)略環(huán)境

StrategicManagement

戰(zhàn)略管理Module3:第三章

UnderstandingtheStrategicEnvironment:ExternalAudit理解戰(zhàn)略環(huán)境：外部分析1ComprehensiveStrategicManagementModel

綜合戰(zhàn)略管理模型（P92）Vision&MissionStatements制定愿景和使命陳述Chapter2ExternalAudit實(shí)施外部分析Chapter3InternalAudit實(shí)施外部分析Chapter4Long-TermObjectives建立長期目標(biāo)Chapter5Generate,Evaluate,SelectStrategies制定評價(jià)和選擇戰(zhàn)略Chapter6ImplementStrategies:MgmtIssues戰(zhàn)略實(shí)施：管理問題Chapter7ImplementStrategies:Marketing,Fin/Acct,R&D,CIS戰(zhàn)略實(shí)施：營銷、財(cái)務(wù)、會(huì)計(jì)、研究開發(fā)及計(jì)算機(jī)信息系統(tǒng)問題Chapter8Measure&EvaluatePerformance度量和評估績效Chapter92SessionObjectives

本章目標(biāo)UnderstandtheimpactofenvironmentonStrategicManagement理解環(huán)境對戰(zhàn)略管理的影響Appreciatecontributionofsystemsthinking分析系統(tǒng)思維方式的貢獻(xiàn)Explorekeyelementsoftheexternalenvironment研究外部環(huán)境的關(guān)鍵因素3ExternalAssessment

外部分析ExternalStrategic-ManagementAudit外部戰(zhàn)略管理分析Industryanalysis產(chǎn)業(yè)分析Environmentalscanning環(huán)境審視Riskassessment風(fēng)險(xiǎn)分析Competitionanalysis競爭分析

4Whole/Opensystemscanningprocess

總體/開放系統(tǒng)審視程序systemincomplexturbulentenvironmentwithmanyforcesactingrandomly在復(fù)雜的動(dòng)蕩環(huán)境中,很多力量毫無規(guī)律地起作用someforcesmorerelevantthanothersforsurvivalofsystem對于系統(tǒng)的生存而言,某些力量比其它力量關(guān)系更大systemneedstoidentifyappropriateresponsestorelevantforces

系統(tǒng)需要確認(rèn)對相關(guān)力量作出適當(dāng)?shù)姆磻?yīng)systemmakesappropriateinternalchanges系統(tǒng)作出適當(dāng)?shù)膬?nèi)部改變5Exercise1

練習(xí)1Whatare3emergingissues/externalchallengesfacingyourbusiness?你公司面臨的3個(gè)新興的問題/外部挑戰(zhàn)是什么?Shareyourideasinyourgroup,then1majorlearningwiththeclass與小組分享你的看法,然后把一個(gè)主要觀點(diǎn)與全班分享6ExternalAssessment

外部分析Externalaudit:外部分析

Focusesonidentifying&evaluatingeventsbeyondtheimmediatecontroloftheorganisation 關(guān)注對組織無法立即控制的事件的確認(rèn)和分析7ExternalAssessment(Cont’d)

外部分析(續(xù))Externalauditmayfocuson:外部分析可集中于:

Increasedforeigncompetition

外國競爭的增加

Populationshifts人口遷移

Demographics(e.g.ageingpopulation,migration)

人口統(tǒng)計(jì)(例如,老齡化人口,移民)

Informationtechnology信息技術(shù)8ExternalAssessment(Cont’d)

外部分析(續(xù))Externalauditreveals:外部分析(續(xù))

Keyopportunities主要機(jī)遇

Keythreats

主要威脅Managersformulatestrategies:經(jīng)理人員制定戰(zhàn)略

Takeadvantageofopportunities利用機(jī)遇Avoid/reduceimpactofthreats避免/減少威脅的影響9ExternalAssessment(Cont’d)

外部分析(續(xù))ExternalAudit

外部分析

Aimedatidentifyingkeyvariablesthatofferactionable

responsesScenarioplanningandscopingexercises目標(biāo)在于確認(rèn)帶來可以實(shí)施的反應(yīng)的關(guān)鍵變量方案計(jì)劃和范圍練習(xí)10Exercise2(Display)練習(xí)2（展展示）Identifyexternalforcesimpactingonyourbusiness(postyellowstickynotesonwhiteboarddisplay,andtranslate)確認(rèn)對你的的公司產(chǎn)生生影響的外外部因素（（用黃色粘粘貼紙將答答案粘到白白板上，并并解釋）11ExternalAssessment外部分析CriticalExternalChallenges關(guān)鍵外部挑挑戰(zhàn)mayalsoinclude:可能包括括：Competition,governmentpolicy,economicforces&restructuring競爭、政政府政策策、經(jīng)濟(jì)濟(jì)因素和和調(diào)整Social,culturalanddemographicforcesPolitical,governmental,&legalforces社會(huì)、文文化、人人口因素素，政治治、政府府和法律律因素Technologicalforces技術(shù)因素素Ecological/environmentalchallenges生態(tài)/環(huán)環(huán)境挑戰(zhàn)戰(zhàn)12ExternalAssessment外部分析析KeyExternalForces關(guān)鍵外部部因素Marketregulation市場規(guī)范范Foreignpolicy外交政策策Competitors競爭者Suppliers供應(yīng)商Distributors分銷商Creditors債權(quán)人Customers客戶Employees雇員Communities社區(qū)Managers經(jīng)理人Shareholders股東LaborUnions工會(huì)Whatelse?…還有？...Opportunities&Threats機(jī)遇和威威脅13ExternalAssessment外部分析析SystemsTheoryApproach系統(tǒng)理論論方法UseSystemsThinkingtodeterminetherelativeuncertaintyfacingthebusinessgivencomplexityandturbulence(Emery)運(yùn)用系統(tǒng)統(tǒng)思維方方式?jīng)Q定定企業(yè)在在復(fù)雜和和動(dòng)蕩環(huán)環(huán)境中面面臨的相相對不確確定性。。（埃默默里）Involveasmanymanagers&employeesaspossible(verticalordiagonalsliceoforganisation)盡可能讓讓最多的的經(jīng)理人人和雇員員參與（（組織的的縱向或或斜面））Organisationalsuccessdependsonabilitytoidentifymostsignificantimpactsanddevisemostappropriateresponses組織成功功依賴于于確認(rèn)最最有意義義的影響響的能力力及制定定最合適適的反應(yīng)應(yīng)的能力力。14ExternalAssessment外部分分析SystemsTheoryApproach系統(tǒng)理理論方方法Informationaboutsocial,demographic,cultural,environmental,etc.有關(guān)社會(huì)、人人口、文化和和環(huán)境等問題題Monitorsourcesofinformation(keymagazines,articles,etc.)utilizationofInternet對信息資源的的監(jiān)控（關(guān)鍵鍵雜志、文章章等）利用因因特網(wǎng)Stakeholderstrategy:suppliers,distributors,customersasusefulsourcesofinformation利益相關(guān)者戰(zhàn)戰(zhàn)略：利用供供應(yīng)商、分銷銷商、客戶作作為有用的信信息源15ExternalAssessment外部分析Global,regional,nationalandlocalissuesandfutures全球、區(qū)域、、國家和當(dāng)?shù)氐貑栴}及未來來Ratesofchangeandcomplexity變化比率和復(fù)復(fù)雜性Varyovertimeandinimpact隨時(shí)間推移的的變化和影響響Varyaccordingtoposition&competition根據(jù)地位和競競爭產(chǎn)生的變變化Howbesttoconductanexternalauditprocessthatisinclusive,participativeandfuturefocussed?如何最好地制制定一個(gè)綜合合性、參與性性并關(guān)注未來來的外部分析析流程？16ExternalAssessment外部分析ProcessIssues流程問題Importanttoachievingobjectives對達(dá)到目標(biāo)重重要Maynotbeeasilymeasurable可能不容易衡衡量Applicabletoallcompetingbusinesses適用于所有的的競爭性企業(yè)業(yè)Volatileandhighlypolitical波動(dòng)性大并高高度政治化Auditprocesscriticaltoausefulproduct對于一個(gè)有用用的產(chǎn)品而言言，分析流程程是關(guān)鍵17ExternalAssessment外部分析析KeyExternalFactorsmayinclude:關(guān)鍵外部部因素可可能包括括：Marketshare市場份額額Breadthofcompetingproducts競爭產(chǎn)產(chǎn)品寬寬度Global/regional/national/localeconomies全球化化/區(qū)區(qū)域化化/國國家/本地地經(jīng)濟(jì)濟(jì)Pricecompetitiveness價(jià)格競競爭性性Technologicaladvancements技術(shù)進(jìn)進(jìn)步Interestrates利息18Exercise3練習(xí)3Whatare2new/emergingsocialordemographicissuesinyourindustry’’sexternalenvironment?在你所在的行行業(yè)的外部環(huán)環(huán)境中，有哪哪2項(xiàng)是新的的/新興的社社會(huì)或人口問問題？Whatare2ecological/environmentalissues?什么是生態(tài)/環(huán)境的兩種種問題？Shareyourfindingswithyourgroup,thentheclass與小組分享你你的成果，然然后與全班分分享。19EconomicIssues經(jīng)濟(jì)問題Unemploymenttrends失業(yè)趨勢Valueofthedollarinworldmarkets美元在世界市市場的價(jià)值Stockmarkettrends股市走勢Foreigncountries’economicconditions外國經(jīng)濟(jì)條件件Import/exportfactors進(jìn)口/出口因因素Demandshiftsforgoods/services產(chǎn)品/服務(wù)的的需求轉(zhuǎn)移Incomedifferencesbyregion/customer地區(qū)/顧客的的收入差異Pricefluctuations價(jià)格波動(dòng)Exportationoflabor&capital勞務(wù)和資本出出口Monetarypolicies貨幣政策Fiscalpoliciesincludingtaxation財(cái)政政策，包包括稅收International,RegionalandNationalpolicies國際、地區(qū)和和國家政策ExternalEnvironment外部環(huán)境20SocialIssues社會(huì)問題Willimpact:將影響：Products產(chǎn)品Services服務(wù)Markets市場Customers顧客Worldpopulation>6billion世界人口>60億(1personin2willbeChinese)（1/2將為中國人））Australianpopulation<20million澳洲人口口<兩千萬Greatpotentialfordomesticproductionexpansiontoothermarkets國內(nèi)產(chǎn)品品向其它它市場擴(kuò)擴(kuò)張的巨巨大潛力力ArewepartoftheAsianregion?我們是亞亞洲地區(qū)區(qū)的一部部分嗎？？Domesticconsiderationsonlyisariskystrategy光考慮本本國是一一種風(fēng)險(xiǎn)險(xiǎn)戰(zhàn)略。。ExternalEnvironment外部環(huán)境21Social&EnvironmentalForces社會(huì)和環(huán)境境因素53.3346m30mOceania大洋州28.52392m305mNorthAmerica北美16.08729m628mEurope歐洲60.52809m504mLatinAmerica拉美140.321.8b749mAfrica非洲47.225.3b3.6bAsia亞洲%Increase增加%20501998Country國家22Social&EnvironmentalForces社會(huì)和環(huán)境境因素Question:問題“IstheInternetRevolutionBypassingPoor,Minorities?”“因特網(wǎng)革革命是否忽忽視了窮人人，少數(shù)民民族？”Answer:答案Yes!是！23Social&EnvironmentalForces社會(huì)和環(huán)境境因素Internetrevolutioniswideningthegapbetweenrich&poor因特網(wǎng)革命命加劇的貧貧富間的懸懸殊42%U.S.householdshavepersonalcomputers42%美國家庭擁擁有個(gè)人電電腦80%ofthemareinhouseholdsw/familyincome>$75,000其中80%的家庭收入入>$75,000Internetusagelowest(3%)amongAmericansearning$10Korless收入1萬或低于1萬美元的美美國人中因因特網(wǎng)使用用率最低(3%)26.7%ofWhiteAmericansuseInternetathomecomparedto9.2%Blacks&8.8%ofHispanics與9.2%黑人及8.8%西班牙人相相比，26.7%美國白人使使用因特網(wǎng)網(wǎng)PRChasrelativelyhighInternetusage中華人民共共和國電腦腦使用率相相對而言較較高Africa,SouthAmericaandpartsofEuropehaveverylowusage非洲、南美美及歐洲部部分地區(qū)的的使用率很很低24Social&EnvironmentalForces社會(huì)和環(huán)境境因素Othersocialvariables:其它社會(huì)變變量：Consumptionpatterns消費(fèi)模式Ethicalconcernseg.Socialequality道德關(guān)懷，，例如：社社會(huì)平等Energyconservation節(jié)約能源Corporatecitizenship良好公司公公民Work-lifebalance工作-生活活平衡Endangeredspecies瀕于滅絕的的物種Wastemanagement&recycling廢品管理和和回收25Exercise4練習(xí)4HowdidyourorganisationrespondtotheSARScrisis?你公司司對““非非典””是是如何何反應(yīng)應(yīng)的？？Whatwerethestrategiclessons?從中得得到的的戰(zhàn)略略性教教訓(xùn)是是什么么？Sharemajorlearningswiththeclass與全班班共享享主要要的成成果。。26IncreasingGlobalInterdependence日益增增長的的全球球相互互依賴賴性Strategicglobalcapabilities戰(zhàn)略全全球化化能力力Forecastpoliticalclimates預(yù)測政政治環(huán)環(huán)境Legalskills法律水水平Diverseworldcultures多姿多多彩的的世界界文化化Globalisationofindustry產(chǎn)業(yè)全全球化化Worldwidetrendtowardsimilarconsumptionpatterns,alongsideculturaldifferences盡管文文化差差異存存在，，世界界趨同同于相相似消消費(fèi)模模式的的趨勢勢Globalsupplychain全球供供應(yīng)鏈鏈E-Commerce電子商商務(wù)27Political,Government&LegalForces政治、、政府府和法法律因因素Governmentplanningcontrols政府計(jì)計(jì)劃控控制Central中央集集權(quán)式式Regional區(qū)域Taxsystems稅收體系系Lobbying游說Intellectualpropertylaws知識(shí)產(chǎn)權(quán)權(quán)法28Political&legalvariables政治和法法律變量量Governmentregulation/deregulation政府規(guī)章章/自由由化PoliticalLobbies政治游說說者Voterparticipationtrends選民參與與趨勢Environmentalprotectionlaws環(huán)境保護(hù)護(hù)法Equalemploymentlegislation平等就業(yè)業(yè)法規(guī)China-Americanrelationships中美關(guān)系系Islamicextremism伊斯蘭極極端主義義Internationalterrorism國際恐怖怖主義29TechnologicalForces技術(shù)因素素Internetimpactonopportunities&threat因特網(wǎng)對對機(jī)遇和和威脅的的影響Alteringeconomiesofscale改變規(guī)模模經(jīng)濟(jì)Changingentrybarriers改變進(jìn)入入壁壘Redefiningrelationships重新決定定關(guān)系Industries&suppliers,creditors,customers,andcompetitors產(chǎn)業(yè)和供供應(yīng)商、、債權(quán)人人、客戶戶和競爭爭者30AnalysingtheCompetition競爭分析析Currentandpotentialrivals:當(dāng)前和潛潛在的對對手：Strengths優(yōu)勢Weaknesses劣勢Capabilities生產(chǎn)能力力Opportunities機(jī)遇Threats威脅Objectives目標(biāo)Strategies戰(zhàn)略31CompetitiveForces競爭因素素SourcesofCompetitorInformation:競爭者信信息來源源：StandardCorporationDescriptions標(biāo)準(zhǔn)公司司描述IndustrySurveys產(chǎn)業(yè)調(diào)研研IndustryWeek,Forbes,Fortune,BusinessWeek產(chǎn)業(yè)業(yè)周周刊刊、、福福布布斯斯、、財(cái)財(cái)富富、、商商業(yè)業(yè)周周刊刊AustralianFinancialReview,andBRW澳洲洲金金融融評評論論、、BRWAsianBusinessMagazinesandJournals亞洲洲商商業(yè)業(yè)雜雜志志和和期期刊刊Professionalandsocialnetworks專業(yè)業(yè)和和社社會(huì)會(huì)網(wǎng)網(wǎng)絡(luò)絡(luò)32Competitive