hndGU1大综合案例解析
中南大学企业战略管理案例分析与答案
企业战略管理案例分析案例1：中国平安保险中国平安保险集团股份有限公司是一家以保险业为主，融证券、信托、投资为一体的综合性金融服务集团，是我国第一家国有控股的股份制保险公司，也是中国第一家有外资参股的全国性保险公司。
在2000年初平安保险将争创“世界500强400优”视为自己的理想目标。
平安保险吸收了中国优秀传统文化和西方现代管理思想的精华，形成了广为外界赞誉的企业文化。
平安的企业使命是：对客户负责，服务至上，诚信保障；对员工负责，生涯规划，安家乐业；对社会负责，回馈社会，建设国家。
平安倡导以价值最大化为导向，以追求卓越为过程，做品德高尚和有价值的人，公司形成了“诚实、信任、进取、成就”的个人价值观，和“团结、活力、学习、创新”团队价值观，平安为员工描绘的远景和抱负是：成为中国企业改革的先锋和金融服务业学习的楷模，建设国际一流的综合金融服务集团。
问题：（1）哪些话描述了平安的生存目的是什么？你认为平安的企业生存的目的描述是否值得改进的地方？如果有请你用一句话来为平安描述生存目的，你如何描述好？（2）在平安的企业使命中，哪些内容勾画了企业的经营哲学？（3）哪些话是对企业愿景（未来展望）的描述？企业的战略目标是什么？参考答案：（1）企业生存目的：对客户负责，服务至上，诚信保障。
不足之处：过于笼统。
用一句话概括：化解风险，祈祷平安。
（2）对员工负责，生涯规划，安家乐业；对社会负责，回馈社会，建设国家。
（3）愿景：成为中国企业改革的先锋和金融服务业学习的楷模，建设国际一流的综合金融服务集团。
战略目标：争创“世界500强400优”。
案例2：阿迪达斯与耐克在20世纪60年代至70年代，长跑爱好者只有一种合适的鞋可供选择：阿迪达斯。
阿迪达斯是德国的一家公司，是为竞技运动员生产轻型跑鞋的先驱。
在1976年的蒙特利尔奥运会上，田径赛中有82%的获奖者穿的是阿迪达斯牌运动鞋。
阿迪达斯的优势在于试验。
它试用新的材料和技术来生产更结实和更轻便的鞋。
HND大综合1GU1答案
Sectio n1Questio n 1:Part AGive n the competitive n ature of the mobile telecom muni cati ons market an alyse the likely advantages and disadvantages to Opal of establishing a partnership agreeme nt with ano ther compa ny .12Adva ntages:Firstly, the part nership agreeme ntsca n provide Opal with tech no logy assista nce」t allows Opal for the joint developme nt of new products and the shari ng of tech no logy. Secon dly, a Chin ese part nership not only gives Opal access to local kno wledge but also provides an air of acceptability that is importa nt whe n con duct ing bus in ess in China. Thirdly, local firms 'ell-reputation and wealth of experience will also help Opal to en sure that product developme nt and customer service is specifically targeted at meet ing the local n eeds and dema nds of the local market. Fourthly, compa nies in part nership can share the costs and reduce the risk.Disadva ntages:As for the disadva ntages, firstly, the own tech no logy of Opal might be leaked because of the shari ng of tech no logy which may result in the loss of Opal'competitive adva ntages. Secon dly, in a part nership with others, the con trol power of Opal compa ny might be distributed because of the con siderati on of other part ners Thirdly, firms need to share the profits and there might be conflicts since those companies are profitable organizations.PART Bs be iIden tify and justify possible opti ons the senior man ageme nt may have which will enable Opal to maintain its current levels of success and profitability. 8Firstly, since Chin ese market has eno rmous pote ntial. Opal n eeds con ti nue to in vest in Chin ese market to gai n more market shares for its expa nsion.Secondly, Opal can sign the partnership agreementswith more companies, to gain more comprehe nsive market in formatio n and share the tech no logy and develop new products.Thirdly, in order to maintain the characteristics and good reputation. Opal needs to keep the strong stanee in relation to the environment, use more green and en vir onmen tal materials to produce ‘ en vir onmen 上&11卩血欣1祖蚁 and services,and keep offeri ng a comprehe nsive mobile phone recycli ng scheme.Fourthly, it is necessary to deepen the agreement with Huawei, since Huawei is a long established and well-respected player in the Chin ese telecoms market. By doing so, Opal can achieve the further expa nsion.Questio n 2PART AAssess the strengths and weaknesses of Opal as they seek to expanding in thecoming years. 12Stren gthsFirstly, the further deregulati on of the telecom muni cati ons markets en abled Opal to capitalize on a number of opportunities.Secondly, Opal has its core markets, and the recent ‘openin-up' of the Chinese market is curre ntly providi ng Opal with opport un ities for further expa nsion.Thirdly, the mobile devices division has allowed Opal to sell their phones to competi ng n etworks allowi ng access to a much larger market.Fourthly, as their characteristic, Opal has adopted a strong stance in relation to the en vir onment, and they were one of the first pho ne manu facturers in the world to offer a comprehe nsive mobile phone recycli ng scheme and offers en vir onmen tally frie ndly products and services.Weak nessesFirstly, the first han d-held phones were high priced because of the high research and developme nt costs and the n eed for highly specialized product ion facilities. And this may cause the n eeds of a large amount of inv estme nt capital and the decrease in sales.Secondly, Opal is a medium sized producer of handsets, which means it owns limited produce resourcesa nd inv estme nt capital resources. It may not be able to meet the n eeds of cooperati on with other compa ni es.Thirdly, the regulatory complexities of operating within the Chinese market may hin der the developme nt and expa nsion of Opal.Lastly, the regulatory complexities of operati ng with in the Chin ese market and the fierce competiti on may hin der the expa nsion of Opal and in crease a certa in level of risk.PART BChoose two Key values highlighted in Appe ndix 3 and for each, expla in how ithas impacted upon the company ' s activities. 8Firstly, the customer deserves service excelle nce.Opal is a customer- focused organization. Enterprise's core value is to focus on customer service and its quality. By doing so, the customer satisfaction and loyalty can be established and the n the growth of sales and profits can be achieved.According to the case, in order to enhance the quality and satisfaction of customer services, the Opal has established the Service Developme nt Sectio n and Customer Care Departme nt. With the rapid developme nt of tech no logy, the ServiceDevelopme nt Secti on is tasked to enhance the customer experie nee of the mobile andweb-based services. And the Customer Care secti on is tasked to en sure that customer expectati ons are con siste ntly met. Both of them are aim to provide customers with excelle nt services.Secon dly, we accept that while we are drive n by tech no logy we will always aspire to drive tech no logy.The developme nt of tech no logy can provide Opal with higher tech-competitive ness, and help it to develop new products and expa nd to larger market. As for Opal, they continue inv est in other inno vative products and market research, and has bee n very successful in ide ntify ing market trends and the n using the latest tech no logical developme nts to satisfy customer n eeds. And, there is a Special projects sect ion in Opal which requires sig nifica nt inv estme nt and provides the lead in g-edge tech no logy required for mobile and others.Sectio n 2Questio n1PART AEvaluate possible sources of finance that Gold could access as it seeks to expa ndits bus in ess operati ons.Firstly, issuing shares are a financing way that Opal can access. It can meet a part of the Opal ' s capital needs during its expansion, even though the amount of share capital issued will be limited to the authorized share capital amount.Secon dly, issu ing debe ntures are a useful way too. Debe ntures are loa ns made to compa nies that carry a fixed rate of in terest. However, the debe nture holders n eed to repay the prin ciples on time and they do not participate in the running of the compa ny like shareholders do.Thirdly, eve n though both issu ing shares and divide nds are appropriate for Opal, therestill some differences between them. The shareholders have the control right of the compa ny, but the divide nd holders do not. And, the divide nds holders n eed to repay the principle on time, while it won' tbe necessary for shareholders. Lastly, the shareholders can get ben efits from the divide nds while the debe nture holders can get them from the in terests.PART B找到一类可以同时满足Opal公司股东和Opal在中国市场合作伙伴用来检验企业效率的财务数据信息.请解释这类数据是如何满足这些利益相关者要求的。
HND大综合1GU1答案
Section1Question 1:Part AGiven the competitive nature of the mobile telecommunications market analysethe likely advantagesand disadvantagesto Opal of establishinga partnershipagreement with another company.12Advantages:Firstly, the partnership agreementscan provide Opal with technology assistance.It allows Opal for the joint development of new products and the sharing of technology. Secondly, a Chinese partnershipnot only gives Opal access to local knowledge but also provides an air of acceptability that is important when conducting business in China. Thirdly, local firms 'well -reputation and wealth of experience will also help Opal to ensure that product development and customer service is specifically targeted at meeting the local needs and demands of the local market. Fourthly, companies in partnership can share the costs and reduce the risk.Disadvantages:As for the disadvantages, firstly, the own technology of Opal might be leaked because of the sharing of technology which may result in the loss of Opal 'csompetitive advantages. Secondly, in apartnership with others, the control power of Opal company might be distributed because of the consideration of other partners Thirdly, firms need to share the profits and there might be conflicts since those companies are profitable organizations.PART BIdentify and justify possible options the senior management may have which willenable Opal to maintain its current levels of success and profitability. 8Firstly, since Chinese market has enormous potential, Opal needs continue to invest in Chinese market to gain more market shares for its expansion.Secondly, Opal can sign the partnership agreementswith more companies, to gain more comprehensive market information and share the technology and develop new products.s be nThirdly, in order to maintain the characteristics and good reputation, Opal needs to keep the strong stance in relation to the environment, use more green and environmental materials to produce‘ environmentally friendly ' products and services and keep offering a comprehensive mobile phone recycling scheme.Fourthly, it is necessary to deepen the agreement with Huawei, since Huawei is a long established and well-respected player in the Chinese telecoms market. By doing so, Opal can achieve the further expansion.Question 2PART AAssessthe strengthsand weaknessesof Opal as they seek to expanding in thecoming years. 12StrengthsFirstly, the further deregulation of the telecommunications markets enabled Opal to capitalize on a number of opportunities.Secondly, Opal has its core markets, and the recent ‘ openin-gup'of the Chinese market is currently providing Opal with opportunities for further expansion.Thirdly, the mobile devices division has allowed Opal to sell their phones to competing networks allowing access to a much larger market.Fourthly, as their characteristic, Opal has adopted a strong stancein relation to the environment, and they were one of the first phone manufacturers in the world to offer a comprehensive mobile phone recycling scheme and offers environmentally friendly products and services.WeaknessesFirstly, the first hand-held phones were high priced because of the high research and development costs and the need for highly specialized production facilities. And this may cause the needs of a large amount of investment capital and the decrease in sales. Secondly, Opal is a medium sized producer of handsets, which means it owns limited produce resourcesand investment capital resources. It may not be able to meet the needs of cooperation with other companies.Thirdly, the regulatory complexities of operating within the Chinese market may hinder the development and expansion of Opal.Lastly, the regulatory complexities of operating within the Chinese market and the fierce competition may hinder the expansion of Opal and increase a certain level of risk.PART BChoose two Key values highlighted in Appendix 3 and for each, explain how ithas impacted upon the company ' s activities. 8Firstly, the customer deserves service excellence.Opal is a customer- focused organization. Enterprise's core value is to focus on customer service and its quality. By doing so, the customer satisfaction and loyalty can be established and then the growth of sales and profits can be achieved. According to the case, in order to enhance the quality and satisfaction of customer services, the Opal has established the Service Development Section and Customer Care Department. With the rapid development of technology, the Service Development Section is tasked to enhance the customer experience of the mobile and web-based services. And the Customer Care section is tasked to ensure that customer expectations are consistently met. Both of them are aim to provide customers with excellent services.Secondly, we accept that while we are driven by technology we will always aspire to drive technology. The development of technology can provide Opal with higher tech-competitiveness, and help it to develop new products and expand to larger market. As for Opal, they continue invest in other innovative products and market research, and has been very successful in identifying market trends and then using the latest technological developments to satisfy customer needs. And, there is a Special projects section in Opalwhich requires significant investment and provides the leading-edge technology required for mobile and others.Section 2Question1PART AEvaluate possible sources of finance that Gold could access as it seeks to expandits business operations.Firstly, issuing shares are a financing way that Opal can access. It can meet a part of the Opal 's capital needs during its expansion, even though the amount of share capital issued will be limited to the authorized share capital amount.Secondly, issuing debentures are a useful way too. Debentures are loans made to companies that carry a fixed rate of interest. However, the debenture holders need to repay the principles on time and they do not participate in the running of the company like shareholders do.Thirdly, even though both issuing shares and dividends are appropriate for Opal, there still some differences between them. The shareholders have the control right of the company, but the dividend holders do not. And, the dividends holders need to repay the principle on time, while it won' tbe necessary for shareholders. Lastly, the shareholders can get benefits from the dividends while the debenture holders can get them from the interests.PART B找到一类可以同时满足Opal 公司股东和Opal 在中国市场合作伙伴用来检验企业效率的财务数据信息. 请解释这类数据是如何满足这些利益相关者要求的。
Google的案例分析-精品文档
Google History
Larry Page Co-Founder & President, Products
Sergey Brin Co-Founder & President, Technology
Its core search business
70% service on Search
Google can alone provide the market total demand
The costs of multi-homing for search are low
The network effects for search are positive and strong
The development strategy of Google
“Google make achievement
of the best search engine through
cloud computing 。” ——Kai-fu lee
Provide high quality of Google software and online services
Photo management software
When the computer network era will gradually transition to the mobile Internet era, the search engine Google in the mobile phone market will have more room for development.
Optimize organic search
Get listed in directories
hnd 大综合1
Q1: RWD的外部环境发生了什么变化？这个变化对其管理行为有怎样的影响？RWD是怎样做的？There are four changes in RWD’s external environment.1.The distribution is changed from direct sale to indirect sale for larger supermarkets such asTesco. It depends on their ability to win contracts to supply retailers of the success of milk process. To adjust the situation, RWD improve ability to supply all a retailer’s outlets in a particular area. So RWD has the facilities to distributemilk in that area by improve the equipment and methods of distribution. Then they organize staffs to have training courses.Besides, they can outsource the distribution to other company.2.The important customer Asda announced that in the future it would buy all its milk form AlarFoods. RWD lost its contract with Asda for the supply of 180 million litres of milk a year. And, 15% of RWD’s turnover and effectively wiped out the 15% increase in sales which the company had enjoyed during 2003.However, RWD has been able to recover from this setback.Later in 2004, it secured new deals with Sainsbury’s and Tesco’s.Then, in order to increase sales, RWD should maintain long-term, stable and friendly relationships with the customer. In addition, long-term contract with them is a good idea.petitor was down the purchase price. RWD in order to protect market share and profits,reduce the purchase price as well. This rivalry between milk producers has out strains on Wiseman’s relationships with its suppliers. RWD improves their production efficiency to reduce costs.In order to strengthen the relationship with suppliers, RWD made First Milk co-operative began to by 15% of shares in the company. RWD bought the farm, through backward integration to achieve cost savings.4.OFT suspect there is a market monopoly of RWD’s business. And it launched an investigationin 2000.This investigation affects the corporate image and the loss of customers. To clarify the facts, RWD actively cooperate with the investigation.Throughmore public service activities such as financial award to help a community and improved company’s image. Since then, RWD adopts careful management.Q2: 从财务表表中如何看出RWD是成功的1.The data are increasing year by year. Besides, the data have the rapid increase trend. Thesedata shows that RWD Ltd is a successful company.2.First is the Liquid milk sold (million litres) comes from milk volumes rate is about 57% from2000 752 million litres to 2004 1180 million litres. RWD has a steady market share in UK milk market. The liquid milk market in the UK id dominated by three companies, Arla Foods, RWD and Dairy Crest which together have about 70% of sales. The liquid milk market in Scotland and the UK is static and growth comes from capturing a larger share of the existing sales.RWD’s achievement is 66% of its sales are now in England. Form the Product Life Cycle, the RED’s milk is in the Maturity Stage and it can be seen as the Cash Cows in the Boston Matrix.This kind of market and milk led RWD to compete for market share with its competitors.Additional, the management and structure didn’t bring RWD problems. The new structure is focusing on the core business goal and it is trying its best to provide market share.3.Another important factor to show the successful of RWD is Fixed Assets. The Fixed Assetsimproved from 108336 in 2000 to 147246 in 2004. It is 10% of annual capital expenditure is committed to new IT equipment. In 2004, 1.5m pounds were spent on improving logistics.RWD companies continue to invest capital investment and it's expanding. RWD improve thebuying milk, processing it and distributing by enlarging the company’s vehicle.Moreover, RWD continue to invest capital investment to expand production and sales scale.Finally, RWD’s business becomes the economies of scale. Economies of scale to help it better development.4.To sum up, the data from RWD shows how successful it is.Q3:a.影响牛奶需求的要素To my consideration, there are three factors that influence the demand of RWD milk. There are Income, Substitutes, and Marketing Communication.1.For the first factor, in general, under the situation of invariable conditions, the higherconsumer income leads to the higher demand of commodities. The income elasticity of demand will explain the situation quantitatively. It means the responsiveness of demand to a change in consumer income(Formula: E=ΔQ/ΔI). In the case, milk is a kind of essential, so the number of E will be between 1 and 0. That means 1>E>0. If the consumer income increases, the demand of milk will increase little either. In the most situations, the demand of milk is about the high quality or high price of milk.2.Second factor is Substitutes and it will influence the sale of milk as well. The substitutesrefer to the commodities which have same or similar functions. The characteristic of substitutes is when a price of one commodity increases, the demand of other commodity increases at the same time, so that these two commodities are called substitutes. There is a large amount substitutes of milk in the market e.g. juice, tea, coffee and so on. If the prices of these goods increase, the sale of milk will also increase.To the opposite side, the prices of these goods reduces, the demand of milk will decrease either.3.Marketing Communication that means, the marketers to consumers about the businessand products, all kinds of information, persuasion, or to attract consumer to buy their products in order to achieve the purpose of expanding sales. So Marketing Communication is the third factor which will influence the sale of milk. A well marketing communication can stimulate consumer buying desire and purchasing behavior. At the same time, it can culture the interest and loving use of customers. In general, the common methods for marketing are advertisements, personal selling, internet marketing, marketing and public relations. To build a good marketing communication, RWD held an activity named “The White Stuff—Milk Moustache”. RWD aim s to make customers more positive about drinking milk which should benefit all sellers of milk. In this way, RWD can help sales of the milk it supplies to supermarkets but which is dole under their names. Besides, RWD encourages employees to raise money for a chosen charity and each year it also makes a financial award to help a community. What’s more, RWD runs a Neighborhood Shop of the Year competition and prints health and other community messages on its milk cartons.b.说明这些因素是如何影响RWD的经营活动的？First, there are 3 factors lead RWD to develop new products of milk: the demand of high quality milk, the preferences of consumers and the substitutes such as juice.Effective product life cycle extension strategies increase the profitable period of a product.Successful product life cycle extension strategies generate additional profit from a mature or declining productthrough small expenditures, changes to a product or modifications in marketing focus.Because of these factors, RWD should develop new products and enlarge the product lines to meet market demand and compete with competitors.Second, there are two factors lead RWD to adopt the effective marketing communication: the preferences of consumers and the urgent communication with consumer.There are 4 main aspects of a promotional mix: Advertising, Personal selling, Sales promotion and Public relations. Because of these, RWD should strengthen its marketing strategy such as advertising to gain more market share.Third, there is one factor that leads RWD to reduce the prices, that is, the intense competition of market prices. Companies that choose a cost-leadership strategy offer relatively standardized products with features or characteristics that are acceptable to customers. Currently, in the UK milk market, it is saturation and for every company they havea steady market share. So when the competitor cut the price, to retain the market share andfight for market, RWD should reduce the product prices.c.说明超市这种零售商在选择加工商时考虑哪些要素？Cost of supermarket is the first factor when considering suppliers. Costs can affect the size of profits. This is the reasons that RWD and its competitors have to lower the purchase price.Reducing the purchase price will reduce thesupply price for supermarket. As much as possible, RWD secure such a big supermarket customers.Quality is thesecond factorwhen supermarkets considering suppliers. If the suppliers provide high-quality milk, the supermarket will be able to provide customers with high quality milk.This can improve customer satisfaction in order to attract customers to multiple consumers.Supermarket profits can increase. In order to improve milk quality, RWD installing reverses osmosis technology to increase the milk quality.The relationship with suppliers will be the third factor when supermarkets are considering them.That because a good relationship of suppliers can be trusted. The cooperation for a long timesuppliers will not change the contracts easily. In this part, RWD secured new deals with Sainsbury’s and Tesco’s. It share of Sainsbury’s milk sales has risen from 20% to 50% while it now suppliers 60% of Tesco’s requirement ---- up from 40%.Q4: 在2002年的重组中，市场营销不是一个独立的部门，归属到商业部门优点有什么？1.There are 3 advantages. First, after the re-structure, functional structure makes themanagement structure more simplified and theclear division of labor. This will help the company focus on key aspects of the company’s business and it is trying its best to provide market share. Third, it will help companies which were bought quickly integrate into RWD.The various functions that can enhance communication and exchange. This can make future expansion more effective and convenient.Moreover, RWD continue to invest to expand production and sales scale.Finally, RWD’s business becomes the economies of scale.Economies of scale to help it better development.2.There are 2 disadvantages. First, it will reduce the independence of the marketingdepartment, marketing department should be subordinated the arrangements form the commercial sector.And it will bring staff in market department problems such as ess resources and reduce their confidence in work. Second, market research and new product development are more difficult to start.It is difficult tounderstand customer needs and thus is not satisfied customerswell.Besides,the marketing department in the company's positionwill be reduced. The company's products promoting, enhance brand awareness and sales will have some effect.Q5: RWD仅生产牛奶和奶油，而不像其他公司生产别的产品，这种方法对营销有什么影响？There are 3 beneficial effects. First, this mode of production is the specialization production model. It can improve the quality of milk and make milk has competitive advantage. At the same time it can increase the milk's satisfaction. It will focus on full usage of resources. Second, it helps to develop the depth of milk products and improve the product mix. Because the RED’s milk is in the Maturity Stage and it can be seen as the Cash Cows in the Boston Matrix, it is important to develop the depth of milk. Different flavors of milk can meet the needs of customers better. Third, this will help the company to expand production and production capacity to achieve economies of scale.The methodwill be able to save costs. What’s more, the company uses Focus strategy of the production of liquid milk. This helps to enhance brand awareness. It also can simplify the management of cost savings.There are 3 adverse effects. First, the product is too simple so that will bringoperational risk. For example, when the external environment changes, the company is difficult to quickly adjust to the new environment. Consumer tastes change will affect the milk sales. Single raw milk products because of the problem will be restricted. Second, when the market is saturated, sales will drop. Single milk products aredifficult to expand market share. When the company faced the implementation of competitive differentiation rivals such as Arla Foods, the milk product is no obvious advantage, resulting in the loss of customers and market share decline. Third, the milk has single species. There fewer choices for consumers. Milk of RWD cannot meet consumer demand so that the unsatisfied customer will get lost.Q6:a.供应商对于RWD的重要性The suppliers are important to RWD Ltd.To begin with, RWD keeps a good relationship with its suppliers. There are two types of suppliers, farmers provide 60% of milk and co-operatives provide another 40% of milk. This good relationship can reduce the cost of raw milk, and suppliers are the one of the stakeholders, so that RWD Ltd. has a steady way to buy raw milk.Next, the low cost of how milk from suppliers will reduce the price of a range of organic milks.These prices gain the competitive advantage for RWD Ltd.At last, the long-term and steady relationship can ensure the quality of raw milk so that RWD can ensure the quality of its products such as low fat milk which taste as well as general milk. Q6:b.供应商关系的困难1.Firstly, this rivalry between milk producers has put strains on Wiseman relationships withits suppliers. In December 2004, RWD announced that it was cutting price it paid for mike by 0.5p a litre to 19.16p a litre. Because of the decline in the purchase price, strained relations with suppliers cannot be avoided. Andthe short-term contracts signed by RWD with new suppliers increase the instability. Moreover, high prices will be easily to loss of customers than low prices.2.Secondly, the lower price means lower incomes for dairy farmers which can make itdifficult for some to survive. Due toAsda announced that in the future it would buy all its milk form Alar Foods. RWD lost its contract with Asda for the supply of 180 million litresof milk a year.In order to increase the sales, RWD reduce the procurement price. And the low procurement price influences the life of famers so that they are unsatisfied with RWD.This reason led RWD had unstable relationship with suppliers.3.The milk co-operation stakeholders require profit from shares which RWD cannot proveas general. But under the situation,low milk prices that cannot make RWD running business. In the case of no profit, RWD will have business risk.The competition exists in the milk market. It is important to gain the market share from competitors. But the low price means low profit. For this, RWD has the price war with its competitors.At the same time, RWD has not enough profit to give its suppliers’ share so that the suppliers are not satisfied with RWD. This leads the tension relationship between RWD and its suppliers. c.如何维持与供应商的关系With suppliers in order to maintain a good relationship, firstly, RWD should win long-term contracts with them to establish long-term relationship. RWD should maintain their advantage like the high price of procurement and providing technology for them. Because the low procurement price means the low cost. The profit will increase in selling milk.Secondly, RWD can sale its sharesto suppliers and let them became stakeholders.The combination of interest will be more closely.It will help them co-operate better and gain more market shares from competitors. Thirdly, RWD can use the awardsfor the suppliers.Then they can organize some activities for them so that to participate in the company's operations and let suppliers feel that they are part of the company.Q7: 分析RWD的SWOTIn analyzing the situation an organization finds itself in, those involved with strategic planning (i.e. establishing the direction of the company and planning its future) sometimes carry out a SWOT analysis. This involves identifying the organizations’ Strengths, Weaknesses (generally from an analysis o f its internal resources and capabilities along with a comparison with the competitor’s) and identifying potential Opportunities and Threats (these are often form the external analysis) 1. Internal factors:1) Strength:First, suppliers are the one important part in stakeholders and RWD has a steady relationship with them. For instance, in 2004, First Milk began negotiations to buy 15% of shares in RWD. Besides, RWD uses the 19.16p which is higher than its competitors to buy raw milk so that products have the better quality.Second, from Fixed Asset in Balance Sheet, we find the data increased from 2000 to 2004 year. And that means RWD Ltd. is doing an expansion very well in the England milk market. In this way, the cost is decreasing. So in these 4 years, with the average cost of long-term increased in production is reduced, the RWD Ltd. has an economies of scale. In result, the Sales and Profit increased from 2000 to 2004 year.2. External factors:2) Threat:RWD lost a big order with Asda and it is a setback which made a decrease of 180 million litres of milk a year in 2004. Form the case, in May 2004, after a review of its buying policy, Asda announced that, in future, it will buy its milk form Arla Foods. Then RWD lost its contract with Asda for the suppl y of 180 million litres of milk a year. It showed for 15% of RWD’s revenue and effectively wiped out the 15% increase in sales which the company had enjoyed during2003.。
HND大综合(GU1)
移动通信全球系统（GSM）于 1987 年通过的欧洲标准。这使得高品质的语音 通话，能够为客户跨越国际边界，短信，从而使用他们的手机在手机使用一个
世界性的热潮奠定了基础。 In the late 1980s and throughout the 90s further deregulation of the telecommunications markets enabled Diamond to capitalize on a number of opportunities. The company continued to work closely with several of the former state telecoms firms in developing and operating mobile networks, further cementing its position as an influential player in the telecommunications market. Diamond’s main focus has remained in Europe, but they have ventured into the North and South American, and Asian marketplaces. The recent ’opening-up’ of the Chinese market is currently providing Diamond with opportunities for further expansion both in the provision of networks and in sales of mobile devices. This expansion has, and will continue to require substantial investment. In 1998 the owners sought fresh capital from existing share holders to allow them to take advantage of the expansion opportunities.
HND 酒店管理Outcome 1
1. a2. 为了提高顾客的满意度，在商品的质量和数量上我们需要考虑以下两个方面：在质量方面1)我们应该和有声望的，可靠的合作商合作，以便商品质量得到保证。
2)我们应该比较供应商所给的样品质量，以免伪劣产品进入酒店。
3)我们还要对产品的成分进行比较，同时还要了解洗涤说明。
这样能使商品的使用时间变长，从而节约成本。
在数量方面1)我们应该先了解酒店的入住率和客房数量，以免床单等物品没干等情况。
2)我们需要考虑运输时间的长短，以便及时补充库存。
3)对于长期入住的客人，我们应该根据酒店的相关规定来更换床上用品，或者根据顾客的要求进行更换，这样能节约床上用品，还能保护环境。
1.a2. In order to improve the customer's satisfaction, we need to consider the following two aspects in the quality and quantity of the goods:In the quality:1) we should cooperate with reputable and reliable partners in order to ensure the quality of the goods.2) we should compare the quality of sample provided by the supplier, in order to avoid false and inferior products into the hotel.3) we should also compare the composition of product and understand the washing instructions. This will enable the use of goods to become longer, thus saving costs.In the and quantity:1) at first, we should understand the hotel occupancy rate and the number of rooms, so as to avoid sheets and other items did not dry and so on.2) we need to consider the length of transportation time, in order to replenish the stock in time.3) for long-term guests, we should be in accordance with the relevant provisions of the hotel to replace the bedding, or in accordance with the requirements of customers to replace, so that can save bedding and protect the environment.B1.对于酒店来说，这些material, equipment and linen是很重要的，因为酒店会经常使用它们。
某公司综合诊断案例分析
某公司综合诊断案例分析1. 引言本文将对某公司进行综合诊断案例分析。
通过分析公司的内部和外部环境，揭示其面临的问题和挑战，并提出相应的解决方案和建议。
本文将采用SWOT分析和五力模型作为分析工具，以全面了解公司的竞争地位和可持续发展能力。
2. 公司概况某公司是一家XXX行业的领先企业，成立于XXXX年，拥有多年的行业经验和技术实力。
公司主要经营XXXXX，产品覆盖市场广泛，并享有良好的声誉和品牌影响力。
然而，近年来，公司面临着一系列挑战和新的市场竞争。
因此，有必要对公司进行综合诊断，找出潜在的问题并寻找解决方案。
3. 内部环境分析3.1 优势公司在行业内具有以下优势： - 技术实力雄厚：公司拥有自主研发的先进技术，使得产品在市场上具有竞争力。
- 优质产品和服务：公司的产品质量和售后服务得到客户的认可和赞赏。
- 健全的供应链管理：公司建立了稳定可靠的供应链体系，确保产品供应的及时性和可靠性。
3.2 劣势公司存在以下劣势：- 产品线单一：公司主要依赖一种或几种产品，面临市场需求变化的风险。
- 市场拓展不足：公司在拓展新市场方面的努力不够，导致市场份额增长有限。
3.3 机会公司面临以下机会： - 新兴市场的发展：某些地区市场的快速增长为公司进一步扩大市场份额提供了机会。
- 技术创新：新技术的出现将为公司带来新的业务机会。
- 合作伙伴关系：与其他企业的合作可以带来更多的资源和市场机会。
3.4 威胁公司面临以下威胁： - 竞争加剧：行业内的竞争日益激烈，公司需要加强竞争力以保持市场地位。
- 法规变化：政府法规的变化可能对公司的运营方式和产品销售产生影响。
- 市场需求下降：经济下行和消费者需求减少可能冲击公司的销售额。
4. 外部环境分析4.1 供应商分析公司的供应商对其运营和产品质量有重要影响。
供应商的稳定性、质量可靠性和成本控制是公司关注的重点。
4.2 客户分析客户对于公司的产品质量、价格和服务有较高的要求。
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②The Dawn of the Mobile Era
• 1985年参与拓展了世界第一个北欧移动技术网络 (NMT) • 1986年DT出品了第一个手持电话设备，很快带来 了成功。其售价昂贵主要因为研发费用太高。 • 80年代末就是年代初，欧洲电信市场持续放开， DT主要在欧洲主要各国发展 • DT也关注到了非洲和亚洲，尤其中国市场的开放， 开始大规模进入。 • 为此公司向股东再融资，以支持扩张市场的持续 资金需求。
Appendix 1 Partnership Working
• 技术标准、专业技术组织等
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Appendix 3 DT使命
• The customer deserves service excellence 提供优秀的客 户服务 • We accept that while we are driven by technology we will always aspire to drive technology 发展科技，被科技带动 • There is a tailor-made solution for each and every customer 为每一位客户提供量身定做的服务 • The global community is our local market 全球社区是本 地化市场（意：将每一个市场当做本地市场，做全球统一 最高标准） • Technology can safeguard a green new world 科技保护 绿色新世界（环保优先理念）
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③The Internet Era
• 2000年，DT成为一家中型3G制造商，投巨 资研发Research & Development符合市场 需求的技术，不断推出新产 • 与Simens, Nokia合资进入新兴市场 • 与合作伙伴一起开发最尖端的产品(cuttingedge) • 看到了中国市场的巨arketing, DT在中国适合 不适合使用4P策略 • 经济学的需求理论
–影响需求的因素以及怎么影响
• Source of finance企业融资的 方式，及每一种的优缺点（适 用条件）
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①The Early Years
• UK CarCom作为邮局的全资子公司，创立 于1971年，后成为上市公司plc • British Telecom后来从邮局手中获得其股份 • 1984年，UK CarCom股票被全部卖掉，成 为一家主要由英国机构投资者所有的上市 公司 • 私有化后，恰逢英国的"去监管化 （deregulation）从而进入了电信行业，主 做汽车通讯技术 • 在欧洲使用同一品牌，更名为DT。
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⑤Expansion into the Chinese Market
• 中国市场极大，增长迅猛，DT与西门子的合资公司 限于中国政府政策要求，从而与华为合作，进入中国 市场。 • 中国合作商不仅可以帮助解决文化差异，在品牌接受 度等问题上也可有很大作用。 • 同时因为华为，DT与西门子可以在中国投产大型生 产线，可供全球货源。单价成本比欧洲生产线低廉。 • 一旦中国电信部批准，DT和西门子的合资公司将购 买华为的一部分股份。之后便会将重点放在客户需求 上。 • 两家公司必须准备大量的融资，以支持持续增长的目 7 的。
Diamond Telecommunications Plc — Case Study
5-10遍 2015.5
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Diamond Telecommunication
① The Early Years 开端的DT ② The Dawn of the Mobile Era 移动时代的 黎明 ③ The Internet Era 互联网时代 ④ Reorganisation DT重组 ⑤ Expansion into the Chinese Market 中国 市场
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④Reorganisation
• 2001年开始,因为激烈的竞争，DT开始重组，设立了几个 核心业务部门（见附件2） • 重组后，DT开始经销其他厂家产品，而DT本身的手机部 门也获批进入更大的市场进行销售。 • 销售策略的改变使得越来越多的客户青睐DT的产品 • 大量宣传投入使成长显著，但销售和利润增长却并不理想。 主要是因为竞争导致的价格低廉。还有来自于入网客户交 给DT相关服务费用的收费价格削减。（类似运营商的预存 话费换手机，DT提供免费手机，并从客户使用网络缴费中 获得分成。） • 开始以环保为主题，强调可持续性的理念。成为了世界第 一家提供手机环保回收项目的厂家，并取得成功。