競(jìng)爭分析第六講:競(jìng)爭戰(zhàn)略分析與選擇2019-4-21競(jìng)爭分析1NOTABLEQUOTESobjectivesarenotcommands,theyarecommitments.Theydonotdeterminethefututheyarethemeanstomobilizeresourcesanocre'tenergiesofanorganizationforthemakingofthefuturePETERDRUCKER目標(biāo)不是命令,而是一種責(zé)任或承諾。目標(biāo)并不決定未來,只是一種調(diào)動(dòng)企業(yè)的資源和能量以創(chuàng)造未來的手段。彼得德魯克LifeisfulloflousyoptionsGENERALPX.KELLEY>生活中總是充滿著令人討厭的選擇P.X·凱利將軍2019-4-212NOTABLEQUOTES2NOTABLEQUOTESWhenacrisisforceschoosingamongalternativesmostpeoplewillchoosetheworsepossibleoneRUDIN'SLAW≯受危機(jī)所迫而做出的選擇大多為最糟糕的選擇—魯丁Strategyisn'tsomethingyoucannailtogetherinslap-dashfashionbysittingaroundaconferencetableTERRYHALLER≯戰(zhàn)略不是在會(huì)議桌旁隨便拼湊起來的東西?！乩锕?019-4-213NOTABLEQUOTES3NOTABLEQUOTESoplanningisoftendoomedbeforeiteverstartseitherbecausetoomuchisexpectedofitorbecausenotenoughisputintoitTJ.CARTWRIGHT計(jì)劃往往夭折于實(shí)施之前,這或者是由于期望太高,或者是由于投入太少。J·卡特賴ToacquireornottoacquirethatisthequestionROBERTJ,TERRY獲取還是不獲取,這便是問題所在羅伯特·J·特里2019-4-214NOTABLEQUOTES4NOTABLEQUOTESCorporateboardsneedtoworktostayawayfromthetrapsthatforceeverymembertogoalongwiththemajorityDevil'sadvocatesrepresentoneeasy-to-implementsolutionCHARLESSCHWENK公司董事會(huì)要謹(jǐn)防落入從眾陷阱,解決這一問題的最佳方法便是鼓勵(lì)爭論。查爾斯施文克Whetherit'sbrokeornot,fixit-makeitbetterNotjustproducts,butthewholecompanyifnecessaryBILLSAPORITO無論是否發(fā)生了問題,都要不斷地改進(jìn)——使情況變得更好。對(duì)產(chǎn)品是這樣,必要時(shí)對(duì)整個(gè)公司也是如此比爾·薩波里托2019-4-215NOTABLEQUOTES5競(jìng)爭戰(zhàn)略制定綜合框架戰(zhàn)略制定分析框架階段1;輸入外部因素矩陣(EFE)競(jìng)爭態(tài)勢(shì)矩陣(CPM)內(nèi)部因素評(píng)價(jià)矩陣(IFE階段2:匹配威脅機(jī)會(huì)劣勢(shì)優(yōu)峨略地位與行動(dòng)評(píng)波士頓咨詢集團(tuán)內(nèi)部-外部矩陣(IE)大戰(zhàn)略矩陣(GSM勢(shì)矩陣(ToWS價(jià)矩陣(SPACE)矩陣(BCG)階段2;決策定量戰(zhàn)略計(jì)劃矩陣(QSPM)2019-4-216競(jìng)爭戰(zhàn)略制定綜合框架6FIGURE6-3THETOWSMATRIXSTRENGTHS-SWEAKNESSES-WAlwaysleaveblank123453.ListweaknessesOPPORTUNITIES-OSOSTRATEGIESWOSTRATEGIES123452.Usestrengthsto2.Overcomeweaknesses3.Listopportunities3.takeadvantageof3.takingadvantageof4.opportunities4.opportunitiesTHREATS-TSTSTRATEGIESWTSTRATEGIES12342.Usestrengthsto2.MinimizeweaknessesListth3.Avoidthreats3Andavoidthreats4FIGURE6-37SWOT矩陣S優(yōu)勢(shì)W劣勢(shì)空白2345劣勢(shì)0機(jī)會(huì)S0戰(zhàn)略W0戰(zhàn)略列出機(jī)會(huì)3.利用優(yōu)勢(shì)把握機(jī)會(huì)3.利用機(jī)會(huì)克服劣勢(shì)T威脅WT戰(zhàn)略列出威脅3.利用優(yōu)勢(shì)回避威脅3.克服劣勢(shì)避免威脅2019-4-218SWOT矩陣8FIGURE6-5THESPACEMATRIXES財(cái)務(wù)優(yōu)勢(shì)+6ConservativeAggressive保守?cái)U(kuò)張+1IS競(jìng)爭優(yōu)勢(shì)-6-5-4-3-2-10+1+2+3+4+5+6產(chǎn)業(yè)優(yōu)勢(shì)DefensiveCompetitive防御競(jìng)爭ES環(huán)境穩(wěn)定性2019-4-219FIGURE6-59FIGURE6-6ExampleStrategyprofileAggressiveFS財(cái)務(wù)優(yōu)勢(shì)profiles進(jìn)取型產(chǎn)業(yè)優(yōu)勢(shì)競(jìng)爭優(yōu)勢(shì)Afinanciallystrongfirm有較強(qiáng)財(cái)務(wù)優(yōu)勢(shì)的,在穩(wěn)competitiveadvantage:定和增長著的產(chǎn)業(yè)中擁有inagrowingandstableES環(huán)境穩(wěn)定性重要競(jìng)爭優(yōu)勢(shì)的公司Industry2019-4-2110FIGURE6-610競(jìng)爭分析第六講競(jìng)爭戰(zhàn)略選擇課件11競(jìng)爭分析第六講競(jìng)爭戰(zhàn)略選擇課件12競(jìng)爭分析第六講競(jìng)爭戰(zhàn)略選擇課件13競(jìng)爭分析第六講競(jìng)爭戰(zhàn)略選擇課件14競(jìng)爭分析第六講競(jìng)爭戰(zhàn)略選擇課件15競(jìng)爭分析第六講競(jìng)爭戰(zhàn)略選擇課件16競(jìng)爭分析第六講競(jìng)爭戰(zhàn)略選擇課件17競(jìng)爭分析第六