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Strategic Planning and Management

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Strategic Planning and Management

v策略規劃程序 v策略層級與內涵:C/B/F v策略規劃工具:A/B/C v SWOT與策略適配

副教授

國立台灣大學國際企業學系 Define the Business and Set a Mission Statement Step 1 Set Strategic Goals Step 2 Formulate a Strategy Step 3 Implement the Strategy Step 4 Evaluate and Correct as Needed Step 5

The Strategic Management Process

Mission/Vision/Value

Strategy Planning /Formulation

Strategy Implementation

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Scope and Hierarchy of Strategy

Corporate-level Strategies Business-level Strategies Functional-level Strategies

Scope Decision / Growth Strategy

• Vertical Integration

• Horizontal Expansion (Product/Market) • Diversification • Related / Conglomerate • Internationalization Technology Strategy Competitive Strategy Marketing Strategy Manufacturing Strategy Financial Strategy Human Resource Strategy

Where to Invest ? How to Compete ? How to Implement ?

Corporate Strategies: Scope and Mode Decisions

Customer/Geography Product Value Chain Market/Geographic Expansion Vertical Integration Product Expansion Internal Development M&A Strategic Alliance

(3)

Present Product New Product

Present Market

Market Penetration Product Development

New Market Market Development Diversification

Ansoff’s Growth Matrix

?

High Share Low Share

High Growth

Slow Growth

“Star” “Question Mark”

“Cash Cow” “Dog”

(4)

Industry Structure and Five-Force Model

潛在進入的廠商 Potential Entrants 上游供應廠商 Suppliers 下游購買者 Buyers 產業內競爭 Inter-firm Rivalry 替代品廠商 Substitution Source: Porter (1980) 業內競爭廠商 Competitors 企業 Mission Statements 機會與威脅 分析 強勢與弱勢 分析 策略 社區與 利益團體 個人價值 策略執行 *組織結構 *控制系統

Might Do Can Do Should Do What to Do

SWOT Analysis and Strategic Fit

Environmental Scan vEconomics vPolitics vSocial/Demo vTechnology vCompetition vGeography Strategic Fit vSO Strategy vST Strategy vWO Strategy vST Strategy

(5)

Achieving Strategic Fit Functional Strategy Functional Strategy Functional Strategy Activities Activities Activities Activities Activities Activities Competitive Strategy

Business Activities and Strategic Fit

Southwest Airlines Activity System

Limited Passenger Service Short-haul, point-to-point routes between

medium-sized cities and secondary airports Very Low Ticket Prices Lean, Highly Productive Ground and Gate

Crews Frequent, Reliable Departures High Aircraft Utilization 15-Minute Gate Turns Automatic Ticketing Machines Standardized fleet of 737 aircraft Limited use of travel agents High employee compensation Flexible union contracts High employee stock No seat assignments No meals baggage No transfers No connections with other airlines “Southwest, the low-fare airline”

Southwest Airlines Activity System

Limited Passenger Service Short-haul, point-to-point routes between

medium-sized cities and secondary airports Very Low Ticket Prices Lean, Highly Productive Ground and Gate

Crews Frequent, Reliable Departures High Aircraft Utilization 15-Minute Gate Turns Automatic Ticketing Machines Standardized fleet of 737 aircraft Limited use of travel agents High employee compensation Flexible union contracts High employee stock ownership No seat assignments No meals baggage No transfers No connections with other airlines “Southwest, the low-fare airline”

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策略

外部環境 內部能力

Industry Structure

Vision / Mission / Values

Resources & Capabilities Organization

(Structure/Style/Systems)

Analytical Framework: Strategic Fit

Goals

參考文獻

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