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與策略適配李
吉
仁
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 5The Strategic Management Process
Mission/Vision/Value
Strategy Planning /Formulation
Strategy Implementation
Scope and Hierarchy of Strategy
Corporate-level Strategies Business-level Strategies Functional-level StrategiesScope 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
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”
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O
T
S
W
Might Do Can Do Should Do What to DoSWOT Analysis and Strategic Fit
Environmental Scan vEconomics vPolitics vSocial/Demo vTechnology vCompetition vGeography Strategic Fit vSO Strategy vST Strategy vWO Strategy vST Strategy
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”
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