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1、,竞争分析第六讲:竞争战略分析与选择2019-4-21,NOTABLE QUOTESobjectives are not commands,they arecommitments.They do not determine the fututhey are the means to mobilize resources anocretenergies of an organization for the making of thefuturePETER DRUCKER目标不是命令,而是一种责任或承诺。目标并不决定未来,只是一种调动企业的资源和能量以创造未来的手段。彼得德鲁克Life is fu
2、ll of lousy optionsGENERAL PX.KELLEY生活中总是充满着令人讨厌的选择P.X凯利将军2019-4-212,NOTABLE QUOTESWhen a crisis forces choosing among alternativesmost people will choose the worse possible oneRUDINS LAW受危机所迫而做出的选择大多为最糟糕的选择鲁丁Strategy isnt something you can nail together inslap-dash fashion by sitting around a confe
3、rencetableTERRY HALLER战略不是在会议桌旁随便拼凑起来的东西。特里哈勒2019-4-213,NOTABLE QUOTESo planning is often doomed before it ever startseither because too much is expected of it orbecause not enough is put into itTJ.CARTWRIGHT计划往往夭折于实施之前,这或者是由于期望太高,或者是由于投入太少。J卡特赖To acquire or not to acquire that is the questionROBERT
4、 J,TERRY获取还是不获取,这便是问题所在罗伯特J特里2019-4-214,NOTABLE QUOTESCorporate boards need to work to stay away from the trapsthat force every member to go along with the majorityDevils advocates represent one easy-to-implement solutionCHARLES SCHWENK公司董事会要谨防落入从众陷阱,解决这一问题的最佳方法便是鼓励争论。查尔斯施文克Whether its broke or not,
5、fix it-make it better Not justproducts,but the whole company if necessaryBILL SAPORITO无论是否发生了问题,都要不断地改进使情况变得更好。对产品是这样,必要时对整个公司也是如此比尔萨波里托2019-4-215,竞争战略制定综合框架战略制定分析框架阶段1;输入外部因素矩阵(EFE)竞争态势矩阵(CPM)内部因素评价矩阵(IFE阶段2:匹配威胁机会劣势优峨略地位与行动评波士顿咨询集团内部-外部矩阵(IE)大战略矩阵(GSM势矩阵(ToWS价矩阵(SPACE)矩阵(BCG)阶段2;决策定量战略计划矩阵(QSPM)20
6、19-4-216,FIGURE6-3THE TOWS MATRIXSTRENGTHS-SWEAKNESSES-WAlways leave blank123453.List wea knessesOPPORTUNITIES-OSO STRATEGIESWO STRATEGIES123452.Use strengths to2.Overcome weaknesses3.List opportunities3.take advantage of3.ta king advantage of4.opportunities4.opportunitiesTHREATS-TST STRATEGIESWT ST
7、RATEGIES12342.Use strengths to2.Minimize weaknessesList th3.Avoid threats3 And avoid threats4,SWOT矩阵S优势W劣势空白2345劣势0机会S0战略W0战略列出机会3.利用优势把握机会3.利用机会克服劣势T威胁WT战略列出威胁3.利用优势回避威胁3.克服劣势避免威胁2019-4-218,FIGURE6-5THE SPACE MATRIXES财务优势+6ConservativeAggressive保守扩张+1IS竞争优势-6-5-4-3-2-10+1+2+3+4+5+6产业优势DefensiveCompetitive防御竞争ES环境稳定性2019-4-219,FIGURE6-6Example Strategy profileAggressiveFS财务优势profiles进取型产业优势竞争优势A financially strong firm有较强财务优势的,在稳competitive advantage:定和增长着的产业中拥有in a growing and stableES环境稳定性重要竞争优势的公司Industry2019-4-2110,
