战略管理--外部战略环境分析dhzf

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,2021/2/8,#,Strategic Management,战略管理,Module 3:,第三章,Understanding the Strategic Environment,:,External Audit,理解战略环境：,外部分析,1,Comprehensive Strategic Management Model,综合战略管理模型（,P92）,Vision,&,Mission,Statements,制定愿景和,使命陈述,Chapter 2,External,Audit,实施外部,分析,Chapter 3,Internal,Audit,实施外部,分析,Chapter 4,Long-Term,Objectives,建立长,期目标,Chapter 5,Generate,Evaluate,Select,Strategies,制定评价和,选择战略,Chapter,6,Implement,Strategies:,Mgmt Issues,战略实施：,管理问题,Chapter 7,Implement,Strategies:,Marketing,Fin/Acct,R&D,CIS,战略实施：营销、,财务、会计、研,究开发及计算,机信息系统问题,Chapter 8,Measure&,Evaluate,Performance,度量和评,估绩效,Chapter 9,2,Session Objectives,本章目标,Understand the impact of environment on Strategic Management,理解环境对战略管理的影响,Appreciate contribution of systems thinking,分析系统思维方式的贡献,Explore key elements of the external environment,研究外部环境的关键因素,3,External Assessment,外部分析,External Strategic-Management Audit,外部战略管理分析,Industry analysis,产业分析,Environmental scanning,环境审视,Risk assessment,风险分析,Competition analysis,竞争分析,4,Whole/Open system scanning process,总体,/,开放系统审视程序,system in complex turbulent environment with many forces acting randomly,在复杂的动荡环境中,很多力量毫无规律地起作用,some forces more relevant than others for survival of system,对于系统的生存而言,某些力量比其它力量关系更大,system needs to identify appropriate responses to relevant forces,系统需要确认对相关力量作出适当的反应,system makes appropriate internal changes,系统作出适当的内部改变,5,Exercise 1,练习,1,What are 3 emerging issues/external challenges facing your business?,你公司面临的,3,个新兴的问题,/,外部挑战是什么,?,Share your ideas in your group,then 1 major learning with the class,与小组分享你的看法,然后把一个主要观点与全班分享,6,External Assessment,外部分析,External audit:,外部分析,Focuses on identifying&evaluating events beyond the immediate control of the organisation,关注对组织无法立即控制的事件的确认和分析,7,External Assessment,(Contd),外部分析,(,续,),External audit may focus on,:,外部分析可集中于,:,Increased foreign competition,外国竞争的增加,Population shifts,人口迁移,Demographics(e.g.ageing population,migration),人口统计,(,例如,老龄化人口,移民,),Information technology,信息技术,8,External Assessment,(Contd),外部分析,(,续,),External audit reveals,:,外部分析,(,续,),Key opportunities,主要机遇,Key threats,主要威胁,Managers formulate strategies:,经理人员制定战略,Take advantage of opportunities,利用机遇,Avoid/reduce impact of threats,避免/减少威胁的影响,9,External Assessment(Contd),外部分析,(,续,),External Audit,外部分析,Aimed at identifying key variables that offer,actionable,responses,Scenario planning and scoping exercises,目标在于确认带来可以,实施,的反应的关键变量,方案计划和范围练习,10,Exercise 2(Display),练习2（展示）,Identify external forces impacting on your business(post yellow sticky notes on whiteboard display,and translate),确认对你的公司产生影响的外部因素（用黄色粘贴纸将答案粘到白板上，并解释）,11,External Assessment,外部分析,Critical External Challenges,关键外部挑战,may also include:,可能包括：,Competition,government policy,economic forces&restructuring,竞争、政府政策、经济因素和调整,Social,cultural and demographic forces Political,governmental,&legal forces,社会、文化、人口因素，政治、政府和法律因素,Technological forces,技术因素,Ecological/environmental challenges,生态/环境挑战,12,External Assessment,外部分析,Key,External,Forces,关键外部,因素,Market regulation,市场规范,Foreign policy,外交政策,Competitors,竞争者,Suppliers,供应商,Distributors,分销商,Creditors,债权人,Customers,客户,Employees,雇员,Communities,社区,Managers,经理人,Shareholders,股东,Labor Unions,工会,What else?,还有？.,Opportunities,&,Threats,机遇和威胁,13,External Assessment,外部分析,Systems Theory Approach,系统理论方法,Use Systems Thinking to determine the relative uncertainty facing the business given complexity and turbulence(Emery),运用系统思维方式决定企业在复杂和动荡环境中面临的相对不确定性。（埃默里）,Involve as many managers&employees as possible(vertical or diagonal slice of organisation),尽可能让最多的经理人和雇员参与（组织的纵向或斜面）,Organisational success depends on ability to identify most significant impacts and devise most appropriate responses,组织成功依赖于确认最有意义的影响的能力及制定最合适的反应的能力。,14,External Assessment,外部分析,Systems Theory Approach,系统理论方法,Information about social,demographic,cultural,environmental,etc.,有关社会、人口、文化和环境等问题,Monitor sources of information(key magazines,articles,etc.)utilization of Internet,对信息资源的监控（关键杂志、文章等）利用因特网,Stakeholder strategy:suppliers,distributors,customers as useful sources of information,利益相关者战略：利用供应商、分销商、客户作为有用的信息源,15,External Assessment,外部分析,Global,regional,national and local issues and futures,全球、区域、国家和当地问题及未来,Rates of change and complexity,变化比率和复杂性,Vary over time and in impact,随时间推移的变化和影响,Vary according to position&competition,根据地位和竞争产生的变化,How best to conduct an external audit process that is inclusive,participative and future focussed?,如何最好地制定一个综合性、参与性并关注未来的外部分析流程？,16,External Assessment,外部分析,Process Issues,流程问题,Important to achieving objectives,对达到目标重要,May not be easily measurable,可能不容易衡量,Applicable to all competing businesses,适用于所有的竞争性企业,Volatile and highly political,波动性大并高度政治化,Audit process critical to a useful product,对于一个有用的产品而言，分析流程是关键,17,External Assessment,外部分析,Key External Factors may include,:,关键外部因素可能包括,：,Market share,市场份额,Breadth of competing products,竞争产品宽度,Global/regional/national/local economies,全球化/区域化/国家/本地经济,Price competitiveness,价格竞争性,Technological advancements,技术进步,Interest rates,利息,18,Exercise 3,