企業(yè)內(nèi)部實(shí)力深入研究

企業(yè)內(nèi)部實(shí)力深入研究天

一般環(huán)境

行業(yè)環(huán)境

競(jìng)爭(zhēng)對(duì)手

企業(yè)自身

知天知地知利危知彼知己識(shí)長(zhǎng)短

揚(yáng)長(zhǎng)避短趨利避害滿足顧客

目標(biāo)市場(chǎng)

地彼己顧客外部環(huán)境和內(nèi)部實(shí)力研究深諳顧客September20022第六講企業(yè)內(nèi)部實(shí)力研究1、競(jìng)爭(zhēng)對(duì)手研究2、自己研究September200231.競(jìng)爭(zhēng)對(duì)手研究(1)如何識(shí)別競(jìng)爭(zhēng)對(duì)手其他企業(yè)如何定義其市場(chǎng)范圍的？其他企業(yè)所提供的產(chǎn)品或服務(wù)與本企業(yè)所提供的價(jià)值相似性如何？其他企業(yè)在本產(chǎn)業(yè)是如何行動(dòng)的？Howdootherfirmsdefinethescopeoftheirmarket?Howsimilararethebenefitsthecustomersderivefromtheproductsandservicesthatotherfirmsoffer?Howcommittedareotherfirmstotheindustry?September20024(2)識(shí)別潛在的競(jìng)爭(zhēng)對(duì)手雖不本產(chǎn)業(yè)但可特別便宜地克服進(jìn)入壁壘者；在本產(chǎn)業(yè)經(jīng)營(yíng)具有明顯的協(xié)同效應(yīng)者；進(jìn)入本產(chǎn)業(yè)競(jìng)爭(zhēng)是其公司戰(zhàn)略的自然延伸者；前向一體化的供方或后向一體化的買方。Firmsnotintheindustrybutwhocouldovercomeentrybarriersparticularlycheaply;firmsforwhomthereisobvioussynergyfrombeingintheindustry;firmsforwhomcompetingintheindustryisanobviousextensionofthecorporatestrategy;customersorsupplierswhomayintegratebackwardorforward.September20025(3)識(shí)別對(duì)手的常見錯(cuò)誤過分重視現(xiàn)有的和已知的對(duì)手而給潛在的入侵者不充分的注意；過分重視大對(duì)手而忽視小者；忽視國(guó)際競(jìng)爭(zhēng)者；假設(shè)其他公司繼續(xù)采取與過去一樣的行動(dòng)；Overemphasizingcurrentandknowncompetitorswhilegivinginadequateattentiontopotentialentrants.Overemphasizinglargecompetitorswhileignoringsmallones.Overlookingpotentialinternationalcompetitors.Assumingthatcompanieswillcontinuetobehavethesameasinthepast.September20026(4)競(jìng)爭(zhēng)對(duì)手分析框架September20027組合分析和競(jìng)爭(zhēng)對(duì)手目標(biāo)對(duì)手的母公司用何標(biāo)準(zhǔn)劃分其經(jīng)營(yíng)單位？每個(gè)經(jīng)營(yíng)單位是如何被劃分的？什么經(jīng)營(yíng)被看作是金牛單位？哪些經(jīng)營(yíng)單位被看作是收獲或剝離單位？哪些單位作為公司抵銷震蕩的穩(wěn)定源？Whatcriteriaareusedtoclassifybusinessesatthecompetitor’sparentifaclassificationschemeisinuse?Howiseachbusinessclassified?WhatBusinessesarebeingcountedontobecashcows?WhichBusinessesarecandidatesforharvestordivestmentgiventheirpositionintheportfolio?WhatBusinessesarethehabitualsourcesofstabilitytooffsetfluctuationselsewhereintheportfolio?September20028哪些單位代表保護(hù)主要業(yè)務(wù)的防火墻？哪些業(yè)務(wù)被看作是明星單位？哪些業(yè)務(wù)在公司業(yè)務(wù)組合中具有杠桿作用？WhichBusinessesrepresentdefensivemovestoprotectothermajorbusinesses?WhichBusinessesarethemostpromisingareastheparentcompanyhasinwhichtoinvestresourcesandbuildmarketposition?WhichBusinesseshavealotof“l(fā)everage”intheportfolio?Thesebusinessesareoneswhereperformancechangeswillhaveasignificantimpactontheperformanceoftheparentoverallintermsofstability,earnings,cashflow,salesgrowth,orcosts.Suchbusinesseswillbeprotectedvigorously.September20029現(xiàn)有戰(zhàn)略與能力參見價(jià)值鏈分析和核心能力分析September2002102、自己分析September200211(1)價(jià)值鏈分析根據(jù)價(jià)值鏈分析法，每個(gè)企業(yè)都是用來進(jìn)行設(shè)計(jì)、生產(chǎn)、營(yíng)銷、交貨以及對(duì)產(chǎn)品起輔助作用的各種價(jià)值活動(dòng)的集合。企業(yè)的各種價(jià)值活動(dòng)分為兩類，基本活動(dòng)(primaryactivities)和輔助活動(dòng)(supportactivities)。September200212按價(jià)值活動(dòng)的工藝順序，基本活動(dòng)由五個(gè)部分構(gòu)成:①內(nèi)部后勤(inboundlogistics)，與接收、存儲(chǔ)和分配相關(guān)聯(lián)的各種活動(dòng)；②生產(chǎn)作業(yè)(operations)，與將投入轉(zhuǎn)化為最終產(chǎn)品形式相關(guān)的各種活動(dòng)；③外部后勤(outboundlogistics)，與集中、存儲(chǔ)和將產(chǎn)品發(fā)送給買方有關(guān)的各種活動(dòng)；④市場(chǎng)營(yíng)銷和銷售(marketingandsales)，與傳遞信息、引導(dǎo)和鞏固行購(gòu)買有關(guān)的各種活動(dòng)；⑤服務(wù)(service)，與提供服務(wù)以增加或保持產(chǎn)品價(jià)值有關(guān)的各種活動(dòng)。September200213September200214September200215September200