Title: Strategic Management
1Chapter 4
Strategic Management
2 ??????? ?????????Learning Objectives
????? ??????? ???????????? ????????
??
????? ??????? ????????????
???????? ???????????? ????????
3??? ???? ??????????
??? ???? ?????????? Strategy ?? ?????? ?????????
Strategos ????? ????? ( ???? ?????).
4????? ????? ????? ??????? ???????????? ?
- ????? ??????? ?????? ????????? ?????? ???????
????????? ???????(???? ???????? ????????)? ???
???? ????? ??? ??? ??? ???? ????? ???????? ?????
????? ????????? ??? ?????? ??????? ?????? ??
???????? ?????? ??????? ?????? ?????? ??????
???????? ???????? ?? ?????? ??????.
5??????? ????????????
- ?? ??? ???? ????? ???? ????? ?????? ????????
????????. - ??????? ?????? ?? ??????? ???? ????? ?? ????
????? ?????? ??? ?? ?????? ????? ???????
????????????.
6??? ??? ?? ???? ???????? ???????????? ?? ?????
??????? ????????? ?? ?????? ???????? ?????
??????? ??????? ?? ????? ??????? ????????? ((
?????? ?????? )) ????? ?????? ?? ????? ???? ?????
??? 1962 ? ??????? ????????? ??????? ?????? ??
?????? ???? ????? ??????????? ????? ??????
??????? ?????? ?? ????? ????? ??????? ?????????
????? ???? ????? ??? ???????????? .
7(No Transcript)
8(No Transcript)
91
10Definition of Strategic Management
2
??????? ???????????? ?? ?????? ?? ???????? ??????
???????? ???? ???? ???? ?????? ??????? Vision
Mission ?? ????? ?????? ?? ??? ??????? ?????????
Competitive Advantage ????? ??? ??????? ?? ????
????? ??????? ?????? ????? ?????????? ???????
Threats Opportunities ????????? ?????? ??????
???????? Strengths Weaknesses ?????? ???????
??? ????? ??????? ???????? Stakeholders
11? ???? ????? ??????? ???????????? ? ??? ????
???? ??????? ?
12????? ???????? ??????? ???? ????? ???????? ????
1500 ????? ?? ?????? ??????? ????????? ??? ??
??????? ???????????? ???? ??? ?????? ??????
??????? ?????? ??? ????? ?????? ???????
?????????? ?? ????? ?????? .... ??? ?? ???????
???? ?????? ?? ??? ????? ????? ????? ???????
???????????? ..??
13?? ??? ??????? ????? ?? ????? ?????? ????????????
???????? ????????? ??? ??????? ?????? ??????
.. ???????? ????? ?????? ??? ???? ????? ???? ????
?? ???? ???????? ?? ??????? ???????? ??? ?????
????? ???????? .
141/ ????? ?????? ???? ?????? ???? ??? ????? ???
??????? ?? ????? ?????? ??? ?????????? ????
?????? ??????? ?????? ??????? ?? ????? ???? ?????
?? ????????? ?? ??? ??????? ??? ?? ???? ??? .
2/ ????? ????????? ???????? ??????? ???? ??? ???
??????? ????? ????? ???????? ??????? ?????????
?????? ?????? ????? ??????? ?????????? ????
????????? .
153/ ??????? ??? ????? ??????? ???????? ??????? ??
??????? ????? ??????? ????????? ?? ???????
??????? ????? ??????? .
4/ ????? ????? ??????? ???? ???????.
5/ ????? ????? ??????? ???? ??????? ????????? ???
???????? ????? ?????? ?????? ????? ?????? ?????
??? ????? ????? ????????? .
16????? ??????? ????????????
? ???? ????? ??? ????? ???? ??????? ?? ?? ???? ??
????? ????? .
17? ???? ???? ??? ????? ?????? ??????? ????????
???????? ?????? ??? ???? ????? ??????? ????
??????? .
? ??????? ???????????? ???? ??? ??????? ??????
???????? .
? ????? ??????? ???????????? ??? ????? ????????
???????????? ???? ?????? ?? ??????? ??? ?????
????????? ???? ????? ??? ??????? .
? ??? ??????? ???? ??????? ???????????? ??? ????
?? ???????? ??????? ???? ????? ??? ??? ?????
??????? .
18?????????????????????????????
??????? ?????
??? ???????? ????????
??????? ?????? ?? ??? ????? ?????? ????????
????????
19??????? ????? ?? ????? ???? ????? ???????? ??
????? ??????? ???????????? ?? ???? ????? ???
?????????? ???????? ??? ??? ?? ??????? ??? ?????
????? ?????? ??? ???? ?????? ????? ??????? ??? .
20- ??? ???????? ????????
- ??? ?? ??? ????????? ?? ????? ????? ???????
????????? ????? - ?? ??????? ?? ??????? ???????? ???????????? ????
?? - ?????? ????? ??? ??? ????? ???????? ?????????????
??? ???? - ?? ???? ?????? ???? ?? ?????? ????? ???????? ??
???????? .
21??????? ?????? ?? ??? ????? ?????? ?? ???????
???????? ??? ????? ???????? ??? ???? ?????
??????? ?? ????? ????? ?? ???? ????????? ??
???????? ?? ?????? ????? ???????????? ?? ????
??? ???? ??????? ???????? ???????? ????????
??????? ???? .
22? ??? ?? ????? ??? ??????? ??????? ????????
?????????????
23????? ??? ??????? ??????? ? ??????? ????????????
??????? ??????? ???? ???????? ?? ?????? .
??????? ???????????? ???? ??? ?????? ???????
???????? .
?????? ??????? ???????????? ?? ???? ?? ??????
?????? ??? ?? ??????? ??????? ??????? ????? ???
??? ???? ???? ???? ????? ?? ???? ????? ??????
??????? .
24?? ??????? ?? ??? ????? ?????????????
25??????? ??????????? ?? ???? ??? ????Top-down
Planning
- ????? ??????? ?????? ??????? ??? ??????? ??????
???????????? ???? ????.
??????? ??????
??????? ?????? ????????????
????????
26??????? ??????????? ?? ???? ??? ????Button -Up
planning
- ????? ???????? ??????? ????? ??????? ??????
?????? ??????? ??? ??????? ?????? ???????? ?????
?????????.
??????? ??????
??????? ?????? ????????????
????????
27????? ??????? ?? ???? ???? ????? ?? ????Goals
down- Plan up planning
- ????? ??????? ?????? ??????? ??? ??????? ????????
?? ???? ???????? ???? ?????? ????? ?????? ???????
????????. - ?????? ????? ?????????.
- ????? ???? ???? ??????? ?? ??????.
??????? ??????
???????
?????
????????
28 The Strategic Management Process
29??? ??????? ???? ??? ????? ????? ???????
???????????? ?? ????? ?????
30????? ????? ??????? ???????????? ????? ?????
?????? ??? ?? ??? ??????? ????? ?? ?????
31??????? ???????? ??????
1/ ?????? ???????? ?????? ????? ?????????? ????
??? ???? ????? ??????? ????? ?????? ????? ???
????? ??? ??????? ?????? .
2/ ?????? ???????? ?? ????????? ???? ??? ????
??????? ????? ?????? ???? ???? ??? ??? ????
??????? ???????? , ??? ?????? ???????? ???????? .
32 ????????? ???????
???? ???????
????? ?????????? ????????
????? ??????????
???? ?????
???????? ????????/?????? ??????
(?????????) ????? ?????? ??????
?????? ??????? ??????
?????????
???????
???????? ???????
????????
????? ????????-?????????
????? ???????????
33Threats
Opportunities
Strengths
Weaknesses
34?? ???? ????? ??????? ??????? ?????? ??
????? SWOT
- ???? ????? ???????? ?? ?????? ???????? .
- ???? ????????? ???????? ?? ?????? ????????.
- ???? ???? ????? ???????? ??? ??????? (?????
???????) . - ???? ???? ????? ???????? ??? ??????? .
????? ??? ??? ???? ????? ??????? ???????
35???? ??? ????? SWOT
36????? ???????????? Strategy Formulation
????? ???????????? ???? ??? ????? ??? ????? ?????
?? ??? ?? ????? ??????? ?? ????? ????? ??????
????? ??? ??????? / ????? ?????? ???? ?????
??????? ????? ????? ?????? ???? ???? ???
. ??????? / ?? ??????? ???????? ???????? ??
?????? ??????? ??????? . ????????????? / ???
????? ???? ??? ???? ??????? ????? ???????
???????? . ???????? / ???? ?????? ?? ??????
?????? ????? ???????? ???? ??????? .
37??? ???? ?????? ??????? ???????? ????????????
??? ?? ??? ????? ?? ?????? ??? ?????? ?? ?? ????
???
38????? ?????? Vision
- ??????? ??????? ?????? ??? ??? ?? ????
- ???? ????? ?? ?????????
- ???? ?????? ?? ??? ???? ???? ???????.
- ????? ?? ????? ???????? ?????? ??? ??? ?????
????? ????????. - ?????? ????? ????? ????? ?????? ????? ????
?????. ?? ????? ?????? ????????? ??????? ???????
???????? ??????.
39 ?????? ???? ???? ..........
40????? ??? ??????
- ??? ????? ????????? ????? ??? 2010
- (?????? ?? ????? ????? ???? ??????? ????????? ???
??????? ???????)
41????? ????? (????) ??????? Mission
- ?? ????? ??????? ??? ??????? ??????? ???????
?????. - ?? ??????? ???? ???? ???? ??????? ?????
?????????????. - ?? ????? ?? ?????? ?????? ?? ?? ??? ??????? ?
- ?? ???? ???? ??????? ????? ???? ?? ???? ???
?????? ????? ??? ??????? .
42???? ??????? ????? ???????
?? ????? ??? ?????? ???????
- ??????? ???? ???? ??????? ????????
- ????? ???? ?????? ?? ??????? ???? ??????
????????. - ??????? ???? ?????? ???? .
43 ?????? ???? ????? ..........
44????? ??? ???????
- ???? ???????? "???? ?????? ??? ???? ????????
??????? ?? ????? ???????? ??? ?????? ???????
????? ????? ??????? ?? ??? ?????? ??? ?????
?????? ???????? ???? ???????? ???????? ????? ???
?????? ?????? ?????????? ?????? ??????? ??????" - ????? ???? IBM ?? ???? ?????? ?????? ?? ??????
???? ???? ???????? ??? ??????? ??????? - ????? ??????? ?? ??? ???? ?? ????? ?????????
45 ????? ????? ?????? ???????
- ????? ?????? ??????? ????? ???????? ???? ????
????? ??? ?? ???? ?? ?? ???????? ???????? ?????
?????? ??????? ???? ????? ??????? ?? ???? ???????
????????? ??????? ???? ?? ???? ????? ????? ????
?? ???????? ???????? ????? ???? ???? ?????
???????? ?????? ??????? ??????? ???? ???? ??
?????? ??????? ?????? ??????? ???????? ??
???????? ??? ????? ?????? ?????? ?????????
??????? ?????? ?????? ?? ??? ????? ??????
????????? ??????? ?????? ?????? ?????? ???????
??? ???? ??? ????? ??? ????? ?????? ????????
????????? ?? ??? ??????? ??????? ??????? ?? ?????
???? ???????? ????? ??? ???????? ?????? ??????
??????? ?????? ??? ???? ?? ??????? ?????????
?????? ???? ?? ?????? ??????? ????????? ?? ????
???????? ?? ??? ?????? ???? ?????? ????????.
46 ????? ??? ????? ???????
????? ????? ??????? ??????? ?? ???????? ???????
????? ??????? ?? ???? ????? ???? ????? ?????
???????? ??????? ??????? ????? ?? ???? ?????
??????? ???? ??????? ??? ????? ?????? ????????
?????? ????? ???? ??????? ?????? ?????? ????????
?? ??????? ?????? ? ????????? ?? ????? ?????
?????? ???? ??????? ??? ????? ??????? ??????
??????? ?????????.
47??? ?????? ????????????
48??? ??????? Objective Determination
- ???? ????? ?? ???????? ??? ????????? ?????
???????? - ?????? ?????????? ??????? ??????????.
- ???? ?????? ????????.
- ????? ????? ?????????.
- ????? ??????? ?????? ?????????.
- ??? ?????? ??????? ?????? ???????.
- ????? ???? ???????.
???????
49?????? ??????????
50- ??????? ?????? ???? ???? ?????? ???? ???????
??????
??????????
- ???? ???????
- ???? ?????? ??? ??? ?????
- ???? ????? ??????? ??? ?????????
- ???? ????? ??????
- ?????? ?????? ?????????? ????????
- ????????? ?????????
- ???????? ????????
- ?????????
- ???? ????? ???????
51- ????? ?????????? ??? ????
??????????
- ???? ???????? / ??????? ???? ?????? ???????
- ????? ????? / ?????? ????? / ????? ????? ????? /
????? ??? ??????? /??????? ????? ??????????? - ??????? ?? ?????? ???? ????? ???? ??????? ???
??????? ?????? - ????? ????? ??????? ??????? ?????? ?????? ?????
?????? ????? ??????? ??? ????? ??????? ????????
????? ????????? ???????? ???????? - ????? ?????? ??????? (EMAGE) ?? ??????? ???
?????????? ???? ???? ??? ????? ??????? ???? ???
52?????? ?????????????
????????????? ?? ??????? ????????? ?????????
??????? ?????? ??? ???????
53?????????? ????? ???????
????????? ???????
??????? ??????? ????????????
????????? ???????
54 Levels of Organizational Strategy
55????? ????????????
?????? ??????? ???????
????????? ???????
???? ????? ??????????
???? ????? ??????????
???? ????? ??????????
?????????? ????? ???????
????????? ???????
???????
???????
???????
?????? ????????
??????? ???????
56??????? ???????????? ??? ????? ???????Corporate
Level
- ?? ??? ??????? ??? ????? ??????? ???? ???? ?????
??????? ???? ?????? ?? ???????? ?????? ? ????????
??? ????? ? ?????? ??????? ??? ? ? ????? ???????
??????? ?????? ??????? .
57????? ????????? ???????
?????????? ????? Growth
?????????? ????????? Stability
Renewal ?????????? ?????? ?? ????????
58??????????? ??????Growth
- ???? ?????? ??? ????? ??????? ?????? ??????
??????. - ???? ??????? ?? ??????? ??????? ??????? ???
- ????? ????? ???????? ????????.
- ????? ????? ?? ????? ??????? ?????.
- ????? ??? ??????? ?????.
- ??????? ??????????? ?????? ?????
???????. - ??? ??? ????????? ??? ????? ???
????????.
?????
59?? ????????????? ??????? ????? ?? ???
- ?????????? ??????? ????? ?????? ?? ????? ????
?? ?????? ????? ?? ???????? ?? ???? ????? ?? ???
????? ??????? ?????. ?? ??????? ??? ????? ?????
?? ?????????? ?????? ???????.
.?????????? ??????? ????? ????? ?????? ????? ??
????? ????? ????? ?? ???????? ???????
60????????Renewal
???? ????? ??? ???????? ?? ??????? ??????? ??
???????? ???????.
??? ?????? ??? ????????????? ?? ??????? ???????
- ????? ?????? ?????????? ??? ???? ??? ?????
?????????? ???????. - ??? ??????? ??????? ???????? ?????????.
- ???? ??????? ?? ?????? ????? ????? ??????? ??
?????? ?????. - ???? ?????? ???? ????? ?? ????? ???? ?? ???
?????? ????? ???? ?????? ?????.
61- ?? ???? ?????????? ???????? ??? ??????? ???????
- ?) ?????????? ????? ??? ???????? .
- ?) ?????????? ????????? ????? ???? .
- ?) ?????????? ?????? ????? ???.
- ?) ?????????? ??????? ???? ?????? .
62??????? ??? ????? ???????????? ?? ?????????
Stability
- ???? ??? ??? ???????????? ?????? ?????? ?? ??????
?? ???? ??????? ???? ??????? ???? ??? ????? ??
??????. - ???? ?????? ??? ????? ?????? ???????.
63??????? ???????????? ??? ????? ?????
???????Business Level
- ???? ??????? ???????????? ?? ??? ??????? ?????
?????????????? ???? ??? ???? ???? ???? ???????
??? ????? ???????? ??????? -
64????? ????????? ????? ???????
?????????? ???????
?????????? ???????
?????????? ??????? ?? ???????
65?????????? ??????? ????????( Differentiation
Strategy)
66?????????? ????? ??????? ( Cost Leadership
Strategy)
67?????????? ???????( Focus Strategy)
68??????? ???????????? ??? ???????
???????Functional Level
- ???? ??????? ???????????? ?? ??? ??????? ?????
?????????????? ??????? ?????? ??????? ??????? ??
??????? ???????? ????????( ????? ??????????
??????? ????????)
69?????? ????????
??? " ?????? ?? ??????? ???????? ???? ???? ???
????? ???????? ????? ?????? ??????? ? ?????
?????? ??? ???????? ?? ????????? ???????? ???
????? ???????? ????????? ???????? ?????? ???????
"
???? ?????? ???????? ??? ???? 80 ??? ???
70????? ????? ????? ??????????
????? ??? ??????? ?? ??? ??????? ???????? ???????
????? ???? ??? ???? ???????? ??????????? ????
????? ????? ?? ?????? ?? ????????
- ????? ??? ??????? ?? ??? ???????
???????? ??????? ????? ???? ??? ???? ????????
??????????? ???? ????? ????? ?? ?????? ??
????????.
71??????? ????? ????? ?????
??????? ??????
?????? ???????? ?????? ?? ????? ?? ????? ?????
??? ?????? ??????.
???? ????? ?? ????? ???? ???? ????? ????????
???? ????? ????? ?????? ????? ??? ??????
??????.
72????? ???????? ????? ????? ?????
?????
?????? ???????? (??? ?????)
?????
?????
?????
???? ??? ?????
???? ??? ?????
?????
?????
?????? ???????? (??? ?????)
?????
?????
73????? ???????????? Strategy Implementation
???? ??? ??? ????????????? ????????? ???? ???????
?? ???? ????? ??????? / ??? ???? ??????
???????? ???????????? . ????????? / ??? ?????
??????? ?? ??? ???? ?? ???? . ????????? / ????
??????? ????????? ???? ???? ?????? ????? ?????
???? ????? ??????? ???? ??? ?????? ??? ??????
????? ??????? .
74????? / ????? ???????????? Strategy
Implementation
???? ??
- ?????? ?? ????? ???????????? ?? ???? ?????? ??
???????. - ????? ???????????? ????? ??? ????? ????? ????????.
75????? ????? ?????
- ????? ???????????? ??????? ????? ????? ???? ??
?????? ???????. - ?????? ??????? ???????? ???? ??? ?????? ?????
????? ???? ?? ????? ????? ???? ????? - ?? ???? ?? ????? ???????????? ???? ???? ?????
????? ??????? ???????. - ???? ?? ???? ???????? ??? ??? ????
- ?? ???? ???????... ???? ???? ????? ?????? ??
??????? ?? ??? ?????
76???? ????? ???????????? ????? ???? ???????
??????...
- ?? ?? ??????? ??????? ?????? ??? ???????
- ????? ????? ???? ???? ?????? ???????
- ??????? ??? ???? ???????? ?????? ????????
- ?????? ???? ????? ???????
- ?????? ??????? ??????? ???????
- ?????? ??? ????? ?????
77??? ???????? ??? ????
- ????? ??? ???????? ?????? ?????? ?? ????? ?? ????
- ??? ?? ????? ??????? ???????? ???? ??????????
???????? - ????? ??????? ????????? ??????? ?? ??? ??????.
78???????
?? ????? ???????????? ????? ?????? ??
?????? ????????
????? ??????? ??????
??????? ???????
79??????? ??? ???????
????? ???????? ????????? ?? ????? ???????
????? ??????? ????????? ???? ??? ?????? ??? ????
????? ???? ??????? ??????? ???????? ???????
??????????
????? ??? ???? ?? ??? ????? ??????? ?????????
????? ?? ?? ???????? ??????? ????? ???????
80????? ???????????? ????? ??? ?????? ?????? ?????
?????? ???????
??????? ?????????
????? ?????
??????? ??????? ?????? ????????????
??????? ?????? ?????
?????? ?????? ?????? ??????
??? ??????? ????????
????? ?????? ???????
81??????? ????????
??? ??????? ??????? ?? ??????? ???????????? ? ?
??? ???? ?????? ????? ??????? ??????? ??????
?????? ?? ??????? ??? ? ?????? ?????????
????????? ??????? ? ???? ???????? ??? ???????
????? ?????? ?????? ?? ??? ?????? ?? ??????? ??
????????? ???????? ?????? ? ????????? ???
???????? ??????? ???? ???? ?????? ?????? ???
????? ????? ????? ????? ????? ????????.
82????? ??????? ????????
1
2
3
4
5
83??? ??????? ???? ??? ????? ????? ???????
???????????? ?? ????? ?????
84???????? ???????????? ????????
???? ????????
?????? ????????
???? ???????
???? ???????
???????? ???????
???????