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管 理 學管 理 學
第八章 策略管理第八章 策略管理Strategic ManagementStrategic Management
What’s your unique value? - Michael Porter
We’re not in the hamburger business; we’re in show business. —Ray Kroc, founder of McDonald’s
本公司「可能做」(環境的機會),「能做」(公司的長處)之間的搭配。
Structure, Conduct, Performance Can You Say What Your Strategy Is?Can You Say What Your Strategy Is?
Most executives cannot articulate the objective, scope, and Most executives cannot articulate the objective, scope, and advantage of their business in a simple statement. If advantage of their business in a simple statement. If they can’t, neither can anyone else.they can’t, neither can anyone else.
Michael Porter
1980, Competitive Strategy, 五力分析,三種基本策略 1985, Competitive Advantage, 價值鏈 1990, The Competitive Advantage of Nations, 鑽石模式
綱要綱要1. What and Why 策略管理2. 策略管理程序3. 公司及事業層級之策略4. 當今環境變遷下之策略實務問題
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1. What is SM1. What is SMWhat managers do to develop the organization’s strategies.
Strategies The decisions and actions that determine the long-run
performance of an organization.
Business Model Whether customers will value what the company is
providing.
Whether the company can make any money doing that.
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Why is SM ImportantWhy is SM Important
1. It results in higher organizational performance.
2. It requires that managers examine and adapt to business environment changes.
3. It coordinates diverse organizational units, helping them focus on organizational goals.
4. It is very much involved in the managerial decision-making process.
5
Identify the
organization’s
current mission, goals,
and strategies
External Analysis
● opportunities
● threats
Internal Analysis
● strengths
● weaknesses
Formulate
strategies
Implement
Strategies
Evaluate
ResultsSWOT Analysis
2. Strategic Management Process2. Strategic Management Process(1~4: Strategic planning, feedback)(1~4: Strategic planning, feedback)
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Step 1: Identifying the organization’s current Step 1: Identifying the organization’s current mission, goals, and strategies mission, goals, and strategies
◦ Mission: the firm’s reason for being The scope of its products and services
鐵路, Shell, Hollywood, McDonald
◦ Goals Measurable performance targets
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SWOTSWOT (TOWS) analysis (TOWS) analysis (Strengths, Weaknesses, Opportunities & Threats)(Strengths, Weaknesses, Opportunities & Threats)
Step 2: Doing an external analysis
◦ environmental scanning, focuses on identifying opportunities and threats.
Step 3: Doing an internal analysis◦ Assessing organizational resources, capabilities, and
activities: Strengths, Weaknesses Core Competence: major value-creating skills and
capabilities. 人無我有,人有我優,人優我轉。
8
Identifying the Organization’s Identifying the Organization’s OpportunitiesOpportunities
Organization’sOpportunities
Organization’sResources/Abilities
Opportunities inthe Environment
9
Step 4: Formulating strategiesStep 4: Formulating strategies
◦ Develop and evaluate strategic alternatives
◦ Select appropriate strategies for all levels in the organization that provide relative advantage over competitors
◦ Match organizational strengths to environmental opportunities
◦ Correct weaknesses and guard against threats
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Step 5: Implementing strategiesStep 5: Implementing strategies
◦effectively fitting organizational structure and activities to the environment.
◦第一線人員
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Step 6: Evaluating resultsStep 6: Evaluating results
◦How effective have strategies been?
◦What adjustments, if any, are necessary?
◦feedback
12
策略管理程序策略管理程序1. 辨認目前使命,目標,策略2. 衡外情:環境之 機會、 威脅
3. 量己力:組織之優缺點4. 形成策略5. 執行策略6. 評估結果
13
策略討論 策略討論 1. 選對產業、產品。如何提供獨一無二的價值,以滿
足重要消費者的重要需求?不一樣 vs. 更好2. A set of hypotheses about cause and effect. 理想 vs.
目前樣子, what to do? what not to do? 取捨 , 聚焦。3. Kim & Mauborgne, Blue Ocean Strategy: How to
create uncontested market space and make the competition irrelevant, 提升,降低,創造,消去某些因素。太陽劇團, Swatch, QB House, CQ2.
4. 隆中對,農夫與律師,牙醫師, 85 度 C ,孔慶翔,小胖,松竹梅, Union Bank, Shouldice.
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15
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3. 3. 策略之三個層級策略之三個層級
1. 公司層級 (corporate)
2. 事業 層級 (business) : SBU
3. 功能層級 (functional)
討論: network level
17
Levels of Organizational StrategyLevels of Organizational Strategy
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3.1 3.1 公司層級策略公司層級策略
1. 總策略:成長,穩定,精簡
2. 公司投資組合 ( 或 BCG) 矩陣: 金牛,明星,問號,狗
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Corporate StrategiesCorporate Strategies
◦Top management’s overall plan for the entire organization and its strategic business units
Types of Corporate Strategies
◦Growth: expansion into new products and markets
◦Stability: maintenance of the status quo
◦Renewal: redirection of the firm into new markets
20
Grand StrategiesGrand Strategies
CorporateGrowth
Strategies
CorporateStability
Strategies
CorporateRetrenchment
Strategies
AbundantEnvironmentalOpportunities
CriticalEnvironmental
Threats
CorporateStability
Strategies
Cri
tical
Wea
knes
ses
Val
uabl
eS
tren
gths
Environmental Status
Fir
m S
tatu
s
21
Growth Strategies : Growth Strategies : Merger, Acquisition…Merger, Acquisition…
1. Concentration : Direct expansion (e.g.7-11)
◦ Focusing on a primary line of business and increasing the number of products offered or markets served.
2. Integration
Vertical Integration
◦ Backward vertical integration: attempting to gain control of inputs (become a self-supplier). e.g. eBay.
◦ Forward: attempting to gain control of output through control of the distribution channel (eliminating intermediaries). e.g. Apple, Dell.
22
Growth Strategies (contGrowth Strategies (cont’’d)d) Horizontal Integration (L’oreal, The Body Shop)
◦ Combining operations with another competitor in the same industry to increase competitive strengths and lower competition among industry rivals.
3. Diversification
Related Diversification (American Standard Cos)◦ Expanding by combining with firms in different, but
related industries that are “strategic fits.”
Unrelated Diversification (Samsung)◦ Growing by combining with firms in unrelated
industries where higher financial returns are possible.
23
Stability Strategy Stability Strategy
◦A strategy that seeks to maintain the status quo to deal with the uncertainty of a dynamic environment, when the industry is experiencing slow- or no-growth conditions, or if the owners of the firm elect not to grow for personal reasons. e.g. Kellogg’s.
24
Renewal StrategiesRenewal Strategies
◦Developing strategies to counter organization weaknesses that are leading to performance declines.
Retrenchment: focusing of eliminating non-critical weaknesses and restoring strengths to overcome current performance problems.
Turnaround: addressing critical long-term performance problems through the use of strong cost elimination measures and large-scale organizational restructuring solutions.
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Corporate Portfolio Analysis Corporate Portfolio Analysis (BCG Matrix) (BCG Matrix)
Developed by the Boston Consulting Group
Considers market share and industry growth rate
Classifies firms as: Cash cows: low growth rate, high market share
Stars: high growth rate, high market share
Question marks: high growth rate, low market share
Dogs: low growth rate, low market share
26
The BCG MatrixThe BCG Matrix
Stars
CashCows
Dogs
QuestionMarks
Market Share
High Low
Hig
hL
ow
AnticipatedGrowth
Rate
27
3.2 3.2 事業層級策略事業層級策略
1. 競爭優勢之創造與持續2. 競爭策略之創造與持續 產業分析:五種作用力 基本策略:成本領導,差異化,集中
28
Business (Competitive) StrategyBusiness (Competitive) Strategy
◦A strategy focused on how an organization should compete in each of its SBUs (strategic business units).
29
Competitive AdvantageCompetitive Advantage◦An organization’s distinctive competitive
edge.
Quality as a Competitive Advantage
◦Differentiates the firm from its competitors.
◦Can create a sustainable competitive advantage.
◦Represents the company’s focus on quality management to achieve continuous improvement and meet customers’ demand for quality.
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1. 價值創造 = 對顧客的價值 - 生產成本
2. 競爭優勢之一般性基礎: 效率,品質,創新,顧客回應
個案: Intel 在哪個構面還不夠好?
競爭優勢競爭優勢
31
Focus Firm CustomersSuppliers
•零件修復
•技術指導
•品質 飛行時數保證
•時間 維修時間縮短
•能量 Overhaul Performance Minimum
•安全 機械零故障
•準點 按班表
•備用管理 機隊 發動機
產業鏈產業鏈
32
一般性的價值鏈模式一般性的價值鏈模式
1. 主要活動: 進貨後勤,作業,出貨後勤,行銷, 服務。2. 支援活動: 基礎結構,人力資源,物料管理。
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企業價值鏈企業價值鏈
Gate0 Gate1 - Gate3 Gate41.發動機及 文件接收2.進場檢查3.發動機進 廠會議
4.工單發行 5.發動機拆解 6.模組拆解 7.清洗 8. NDI
9.量測檢驗10.最後一件 料件送出11.料件蒐集12.料件籌補
13.模組組裝14.發動機組裝15.試車及最後 確認16.發動機出廠
17.出場會議18.出場報告19.技術報告20.計價
企業基本設施
生產技術
計畫管制
物料管制
利
潤
利
潤
輔助作業
主 要 作 業34
作業基礎經濟地圖作業基礎經濟地圖G1~G3G0
PES 003
進廠會議
PMS1 002
8000進廠檢查
PPS1 001
發動機及文件接收
PPS 004
工單發行
PMS1 161
8091QEC
REMOVE
PMS1 101
8001ENGINEDISASSY
PMS1 111
8011FAN MODDISASSY
PMS2 121
8021HPC MODDISASSY
PMS2 131
8031HPT MODDISASSY
PMS2 141
8041LPT MODDISASSY
PMS3 151
8051AGB MODDISASSY
PMS3 182
7303AVIONIC
PMS3 181
7308ENGINEMOUNT
PMS3 171
7301CLEAN
NDI 191
8121NDI
PMS3 172
7302BENCH
PMS3 174
7306REPAIR
PMS3 173
7305FAN
BLADE
G4
PPS 201
發動機出廠會議
PPS 202
發動機出廠報告
PE 203
工程技術報告
PPS 204
計價
PMS1 103
8098ENGINE
TEST
PMS1 104
8099FINAL
INSPECT
PMS1 162
8092QEC
INSTALL
PMS1 102
8002ENGINE
ASSY
PMS1 112
8012FAN MOD
ASSY
PMS1 122
8022HPC MOD
ASSY
PMS1 132
8032HPT MOD
ASSY
PMS1 142
8042LPT MOD
ASSY
PMS1 152
8052AGB MOD
ASSY
PMS2 175
7201MACHINE
PMS2 176
7202BALANCE
MTC 200
7602KITTING
課別 編號
作業代碼作業名稱
Engine Level
Module Level
Piece Part Level
QEC Level
35
SustainableSustainable Competitive Advantage Competitive Advantage
◦Continuing over time to effectively exploit resources and develop core competencies that enable an organization to keep its edge over its industry competitors.
◦Create and sustain a Competitive Advantage will give a company above-average profitability.
36
Five Competitive ForcesFive Competitive Forces
Threat of New Entrants◦ The ease or difficulty with which new competitors can
enter an industry.Threat of Substitutes
◦ The extent to which switching costs and brand loyalty affect the likelihood of customers adopting substitutes products and services.
Bargaining Power of Buyers◦ The degree to which buyers have the market strength
to hold sway over and influence competitors in an industry.
37
Five Competitive ForcesFive Competitive Forces
Bargaining Power of Suppliers◦The relative number of buyers to suppliers and
threats from substitutes and new entrants affect the buyer-supplier relationship.
Current Rivalry◦Intensity among rivals increases when
industry growth rates slow, demand falls, and product prices descend.
38
Forces In The Industry AnalysisForces In The Industry Analysis
Current Rivalry
IndustryCompetitors
Suppliers
NewEntrants
Buyers
Substitutes
Threat ofNew Entrants
Threat ofSubstitutes
BargainingPower ofBuyers
BargainingPower ofSuppliers
39
Three Generic Competitive StrategiesThree Generic Competitive Strategies
Cost Leadership Strategy
◦ Seeking to attain the lowest total overall costs relative to other industry competitors.
Differentiation Strategy
◦ Attempting to create a unique and distinctive product or service for which customers will pay a premium.
Focus Strategy
◦ Using a cost or differentiation advantage to exploit a particular market segment rather a larger market.
討論:創新與量產循環, stuck in the middle
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41
1.製藥業: Merck, Pfizer, Eli Lilly 高研發支出,高價格;其他藥廠係低低群組。
2.煙草葉: Philip Morris (prospector), Reynolds (analyzer), American (defender), Liggett (reactor)
3.航空業: American, United, Delta (D), America West (CL), Southwest (F), TWA, NWA, USAir, Continental (S)
4.兼顧:彈性製造技術,如 Toyota’s lean production system, mass customization
策略群組策略群組
41
描繪企業之策略圖:西南航空公司描繪企業之策略圖:西南航空公司
42
Accor Accor Formula Formula HotelHotel
43
4. Strategic Management Today4. Strategic Management Today
Strategic FlexibilityNew Directions in Organizational Strategies
◦e-business◦customer service◦innovation
44
Exhibit 8Exhibit 8––77 Creating Strategic FlexibilityCreating Strategic Flexibility
• Know what’s happening with strategies currently being used by monitoring and measuring results.
• Encourage employees to be open about disclosing and sharing negative information.
• Get new ideas and perspectives from outside the organization.
• Have multiple alternatives when making strategic decisions.
• Learn from mistakes.
Source: Based on K. Shimizu and M. A. Hitt, “Strategic Flexibility: Organizational Preparedness to Reverse Ineffective Strategic Decisions,” Academy of Management Executive, November 2004, pp. 44–59.
45
Strategies for Applying e-Business Strategies for Applying e-Business TechniquesTechniques
Cost Leadership◦On-line activities: bidding, order processing,
inventory control, recruitment and hiring
Differentiation◦ Internet-based knowledge systems, on-line ordering
and customer support
Focus◦Chat rooms and discussion boards, targeted web
sites46
Customer Service StrategiesCustomer Service Strategies
Giving the customers what they want.
Communicating effectively with them.
Providing employees with customer service training.
47
Innovation StrategiesInnovation StrategiesPossible Events
◦ Radical breakthroughs in products.◦ Application of existing technology to new uses.
Strategic Decisions about Innovation◦ Basic research◦ Product development◦ Process innovation
First Mover◦ An organization that brings a product innovation to
market or use a new process innovations
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First-Mover AdvantagesFirst-Mover Advantages––DisadvantagesDisadvantages
Advantages
Reputation for being innovative and industry leader
Cost and learning benefits
Control over scarce resources
Opportunity to begin building customer relationships and customer loyalty
Disadvantages
Uncertainty over exact direction technology and market will go
Risk of competitors imitating innovations
Financial and strategic risks
High development costs
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補充:補充: Team workTeam work
1. Case study: a manager’s dilemma (p.178)
2. Thinking critically about ethics (p.182)
3. Internet-based exercise (p.195)
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3.3. 為自己訂作為自己訂作 Career PlanningCareer Planning
1. 分析自己:應用 SWOT
2. 訂定五年生涯目標:工作,學習,生活
3. 訂定五年詳細行動計畫4. 回饋檢查、修正以上步驟內容之一致性
51
4. Most admired companiesMissionGoalStrategies
5. 5. 上網作業上網作業Levitt: 未來屬於那些在機會出現前就發現他們的人。請上網找出能「創造一個需求(或一個市場)並去滿足它。」的案例,例如
西南航空:鎖定利基市場,最快最便宜。戴爾電腦:跳過經銷商,產品直接賣給你。Wal-Mart: 鄉村包圍城市,點線面突圍。Herb Kelleher, Michael Dell, Steve Jobs, Bill
Gates, Andrew Grove, Fred Smith, Ted Turner, Jeff Bezos, Howard Schultz, Richard Branson, 張忠謀,蔡明介……
53
回顧回顧1. SWOT analysis
2. 比較 competitive strategy, advantage
VS. Benchmarking
54
Terms to KnowTerms to Know core competencies SWOT analysis corporate strategy growth strategy diversification stability strategy renewal strategy retrenchment strategy turnaround strategy
BCG matrix business or competitive
strategy competitive advantage cost leadership strategy differentiation strategy focus strategy stuck in the middle first mover
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