【战略管理】战略管理课程

Understanding Synergy
Suppose Oi—Cost of Product i Si– Sales of Product i
(ROI)--Return on Investment Suppose ROI of Company i’ product Pi is as follow
Kenneth R．Andrews’ Definition
The
Concept of Corporate Strategy, 1971 Strategy is target, intent, purpose, and the model of which a firm formulates main policies and plan in order to achieving the target. The model defines the business scope which the firm is doing, and should do. The model also defines the business type which the firm is in, and should be in.
Enterprise level
SBU’s Strategy Functional Strategy
The Three Levels of Strategy
Corporate
Chemcorp
SBUs
Pigments
Fertilizers
Dyes
Functions
Marketing
R&D
Finance
ROI =
Si - Oi
Ii
ST = S1 + S2 + S3 + … + Sn OT = O1 + O2 + O3 + … + On IT = I1 + I2 + I3 + … + In
Ss，Os，Is Sales, cost and
investment of big firm
(ROI)T =
ST - OT
简介
战略管理
Chapter 1: An Introduction To Strategic Management
T R S E G Y A T
Section 1:What is Strategy
In Ancient
Besiege Wei rescue Zhao Pretend to advance along one path while secretly going along another; do one thing under cover of another.
Which businesses to be in？ How to run them?
Competitive Strategy
How to achieve suwk.baidu.comtainable competitive advantage in given product/market
?
1
Where should we compete？（Which markets， and which segments should we concentrate on？） What products should we compete with？ How will we gain sustainable competitive advantage in these chosen markets？
H.Igor.Ansoff’ Definition
Corporate
Strategy, 1965 The strategy is a common business line throughout the firm’s business, products and market. It defines the basic nature of the business that a firm is doing, and plans to do.
2
3
Functional strategy is concerned with interpreting the role of the function or department in delivering the competitive strategy
Every Competitive Strategy Can be Translated into Congruent X Strategies
China

In Greece: Strategos means arts and science that a general command and direct army.
Classification of Strategy
National Economy
Macro level
Local Economy Industrial Economy Corporate Strategy
See More
Four Elements of Strategy
Market
and Products Growth Vector Competitive Advantage Synergy:Total outcome are more than sum of all parts.
Manufacruring
Corporate Strategy is
The way a company creates value through the configuration and coordination of its multi-market activities .
?Address the Questions？
Marketing strategy
Financial strategy
Personnel strategy
And so forth
Section 2: Definitions of Strategy
Kenneth
R.Andrews H.I.Ansoff H.Mintzberg Our definition