Strategic Information Systems: SIS

1
Lecture 10

• ???????????????????????
• (Strategic Information Systems SIS)

2
IT ???????????????????????

• ??????????????????????????????????????????????????
  ?????????? ?????????????? ???????
  ???????????????????????????????????
  ??????????????????????????????????????????????????
  ???? ?????????????????????????????????????
• Laudon Laudon, 2004 ???????? ???????????????????
  ??????? ??????
• ????????? ??????? Automation
• ?????????????????????
• ?????????????????
• ?????????????????

3
????????????????????????????????

• ????????? ??????? Automation
• ?? IT ???????????? ????? ??????? ????????????
  ????????????????
• ?????????????????????
• ???????????????????????????????????????
• ???????????????????????? ????????????????
• ?????????????????
• ????????????? ???????????????????????? ???????
  ???????????? ??????????????
• ?????? /??? ???????????????
• ??????????????????
• ?????????????????????????????????? (??????
  ??????) ??????????????????? ?

4
??????????????????

• "??????? ???????? ?????????????? "Strategy"
  ?????????????????????????????? "Strategia"
  ??????? "Generalship" ???????????????????????
  ????????????????? ????????????????????????????????
  ????????????? ???????????? ??????
  ?????????????????????????
• ??????? ??? ??????????????????????????????????????
  ??????????? ? ?????????????????????????????/??????
  ?? ????????????????/?????????????????
  ?????????????????????????????? ???????????????????
  ??????????????

5
???????????????

• 1. ????????????????????????????? (Corporate
  Strategy)
• ??????????????????????????????????????
• ?????????????????????????????????????????????
• ??????????????????? ?????????????? ?????? ??????
  ???? ??? ?????? ??????????????????????????????????
  ????????????????????????????????????????????????
• 2. ?????????????????? (Business Strategy)
• ??????????????????????????????????????
  ?????????????????????????????? ????? ??????
  ??????????????????????????????????????????????????
  ?
• ???????? ??? "???????????????????? (Business Unit
  Head , BU Head)" ??????????????????? (Business
  Unit , BU) ???????????????????????????????????????
  ?? ???????? ????????????????? ???????? ??????
  (Mission) ??????????????? (Objective) ??????????
• 3. ??????????????????? (Functional Strategy)
• ?????????????????????????????????????????? ????
  ??????? ??????? ??? ?????? ??? ????????????????
  ???????????????????????? ?????????????????????????
  
• ???????????????? ?????? ??? ??????????????????????
  ???

6
??????????????????????????

• ??????????????????????? (Environmental Analysis)
• ????????????????????????????????????
  ????????????????????????? ?????????
  ????????????????????? ??????????????
  ??????????????? ??????????????????????? 2 ????
  1.1 ?????????????????? ( Internal Factors)
  ??????? ??????????????????????????????????????????
  ????? ???? ???? ????????? ????????????????????????
  ?????????????? (Strength) ??? ??????? (Weakness)
  ?????????? ???????????????? ????? ???
  ???????????????????????????????? 1.2
  ?????????????????????? (External Environment)
  ??????? ??????????????????????????????????????????
  ?? ?????????? ????????????????????????????
  (Opportunity) ?????? ????? (Threat)
  ????????????????????????

7
SWOT Analysis
?????????????????????????????????????????????????
??????????????????????????????????????????????????
? ??? ??????????? ???????????????????????????????
"?????? ?????? ??????????? ??? ?????????????"
??????????????????????????????????????????????????
? ??? "???????????? SWOT (SWOT Analysis)"
8
??????????????????????????

• ??????????????????????????? (Strategy Formulation
  and Planning)
• ????????????????????? 3 ?????? ???
  ????????????????? ????????????????
  ????????????????????? ?????????
  ???????????????????????????????????????
  ??????????????????????????????????????????????????
  ????????????
• ???????????? ???????????????? (Strategic Issue)
  ?????? ???????????????????????????????
  ??????????? ??????????????? ????????
  ??????????????????????????????????

9
??????????????????????????

• ????????????????????? (Strategy Implementation)
• ????????????????????????? ????????????????????????
  ?????????????? ?????????? ????????????????????????
  ?????
• ??????????????????????????????????????????????????
  ???????? ????????????????
• ??????????????????????????????????????????????????
  ????????????????????????????????????????????

10
??????????????????????????

• ???????????????? (Strategy Control)
• ?????????????????????? ??????? ???????????????????
  ?????? ????????? ????????????????
• ???????????????????????? (Feedback Loop)
  ????????????????????????????????????
  ????????????????????????????????????????
• ???????????????????????????????????????
  ?????????????????????????????? ???????????????????
  ?? ???? ???????????????????????????????????????
  ????????????????????????? ????????????????????
  ??????? ??????????????????????????????????????????
  ?

11
??????????????????????????????????

• ??????????????????????????????????????????????????
  ???????????????????? (Zwass, 1997)
• ??????????????????????????????????????????????????
  ????????????? (Callon, 1996 and Neumann, 1994)
• ?????????????? ? ?????????????????????????????????
  ????????????? ???????????????? ???????????????????
  ???????????????????????????????? (OBrien, 1999)
• ???????????????????????????????????????
  ?????????????????? ????????? ?????????
  ???????????????? ?????????????????????????????????
  ?????? (Laudon Laudon, 2004)

12
???????????????????????????? ??? Porter

• Michael Porter (Porter, 1985) ???????????????????
  ????? ???
• ?????????????????????????????????????????????????
  ?????????????? ????????????? ?????????
  ?????????????????????????????????? 5
  ?????????????
• 1) ?????????????????????????????
• 2) ??????????????????????????????????????????
• 3) ??????????????????????????????????????????????
  ????????????????????????
• 4) ??????????????????????????????
• 5) ??????????????????????????????????????????????
  ???? ?

13
Porter's Five Forces Model
Industry competitors
?????????? (???????????????????????)??????????????
??
Source Michael E. Porter Competitive Strategy
Techniques for Analyzing Industries and
Competitors, (The Free Press, 1980)
14
Porter's Five Forces Model
Industry competitors Rivalry among existing
firms
??????????????????????????????????????????????????
?????????
Source Michael E. Porter Competitive Strategy
Techniques for Analyzing Industries and
Competitors, (The Free Press, 1980)
15
Porter's Five Forces Model
Potential entrants
Threat of new entrants
Industry competitors Rivalry among existing
firms
Source Michael E. Porter Competitive Strategy
Techniques for Analyzing Industries and
Competitors, (The Free Press, 1980)
16
Porter's Five Forces Model
Potential entrants
Threat of new entrants
Industry competitors Rivalry among existing
firms
Threat of substitutes
Substitute products
Source Michael E. Porter Competitive Strategy
Techniques for Analyzing Industries and
Competitors, (The Free Press, 1980)
17
Porter's Five Forces Model
Potential entrants
Threat of new entrants
Industry competitors Rivalry among existing
firms
Bargaining power of suppliers
Suppliers
Threat of substitutes
Substitute products
Source Michael E. Porter Competitive Strategy
Techniques for Analyzing Industries and
Competitors, (The Free Press, 1980)
18
Porter's Five Forces Model
Potential entrants
Threat of new entrants
Industry competitors Rivalry among existing
firms
Bargaining power of suppliers
Bargaining power of buyers
Buyers
Suppliers
????????????????
Threat of substitutes
Substitute products
Source Michael E. Porter Competitive Strategy
Techniques for Analyzing Industries and
Competitors, (The Free Press, 1980)
19
???????????..

• ?????????????? 5 ?????? (???)
• ???????????????????????????? (???)
• ????????????????????? (????)

20
Porters five forces Model
21
1) ????????????????????????? (Threat of New
Entrance)

• ??????????????????????????????????????????????????
  ????????????????????????????????? ?????????? ???
  ???????????????????????????????????????
• ??????????????????????????????????????????????????
  ????????????????????? ????????????????????????????
  ????????????
• ????????????????????????? ????????????????????????
  ?????????????????????????? ???????????????????????
  ????????
• ???????????????????????? ?????????????????????????
  ???????? ????????????????? ???????????????????????
  ??????????? ???? ???????? ???????
• ??????????????????????????????????????????????????
  ? ???????????? ????????????????????????????
  ????????????????? ?????????????????? ?

22
??????????????????????? (1)

• 1) Economies of scale
• ????????????????????????????????????????? ????
  ???????????????????????? ?????????????????????????
  ?????????? ???????????????????????????????????????
  ??? ??????????
• 2) Proprietary product differences
• ?????????????????????????????????????????????????
  ?????????????????????? ?????? ???? ??????
  ????????? ????????? ????????????????????????????
  ???? ?????????????????
• 3) Brand identity
• ??????????????????????????? ?????????????????????
  ???????????????????? ???? ????????????????????????
  ????????? ???????? ????? ????????????????

23
??????????????????????? (2)

• 4) Switching cost
• ?????????????????????????????????????????????????
  ????????????? ??????????? ?????????????????
  ????????????????????????????????????????????????
  ??
• 5) Capital requirement
• ?????????????????????????????????????????????????
  ????????? ???? ?????????? ????????????????????????
  ???????? ?????????????????????????????????????????
  
• 6) Access to distribution
• ??????????????????????????????? ?
  ?????????????????????????????????? ??????
  ?????????????????????????????????????????????
  ???? ???????????????????????? ????????????????????
  ??????? ???? ???????? ??? ???? ????????????????

24
??????????????????????? (3)

• 7) Absolute cost advantage
• ?????????????????? (Vertical Integration) ????
  ?????????????????????? ???????????????????????????
  ?? ???? ????? CP (?????????????) ??????? ???????
  ???????????????? ?????????????????????????????????
  ??????
• 8) Proprietary learning curve
• ?????????????????????? ???? ??????????
  ???????????? ?????????????? ??????????????????????
  ????? ??????????????????????????????????????
  ????????????????????
• 9) Access to necessary inputs
• ?????????????????????????????????????????????????
  ?????????????????????

25
??????????????????????? (4)

• 10) Proprietary low-cost product design
• ?????????????????????????????????????????????????
  ???? ????????? ????????? ???????
  ???????????????? ????????????????????????????????
• 11) Government policy
• ????????????????????????????????????????
  ?????????????????????????? ??????
  ????????????????? ????????????????????????????????
  ???? ?????????????????????????? ????????????
• 12) Expected retaliation ?????????????????????????
  ???

26
Porters five forces Model
27
2) ?????????????????????????????????????????? (1)

• 2.1) Differentiation of inputs
• ????????????????? Supplier ?????????
  ??????????????????? ???? ????????????? ???????
• 2.2) Switching costs of suppliers and firms in
  the industry
• ????????????????????????????? ???????????????????
  ?? supplier ??????????? ???? ??? ????????????????
• 2.3) Presence of substitute inputs
• ????????????????????????????? ?????????????????
  Supplier ??????
• 2.4) Supplier concentration
• Supplier ?????????? ?????????????????????????????
  ???? ????????????????? Supplier ??????

28
?????????????????????????????????????????? (2)

• 2.5) Importance of volume to supplier
• ??????????????? ????????????????? Supplier
  ???????
• 2.6) Cost relative to total purchases in the
  industry
• ????????????????? (???????) ???????????????
  ??????????????????????????
• 2.7) Impact of inputs on cost or differentiation
• ?????????????????? ???? ????? ????
  ???????????????? ???????????????????? ??????
• 2.8) Threat of forward integration relative to
  threat of backward integration by firms in the
  industry.

29
Porters five forces Model
30
3) ?????????????????????????????????????? (1)

• 3.1) ???????????????????????????????????
• 1) Buyer concentration versus firm concentration
• ???????????????????????????????
  ????????????????? ???????????????? ????????
  ????????????????????????????????
• 2) Buyer volume
• ???????????????????????????????????????
  ?????????????????????
• 3) Buyer switch costs relative to firm switching
  costs
• ????????????????????????????????????????????????
  ??????????????????????
• 4) Buyer information
• ????????????????????? ???????????
  ??????????????? ?????????????????????????

31
????????????????????????????? (2)

• 5) Ability to backward integrate
• ??????????????????????????? ????
  ?????????????????????? ? ??????????????? ?????
  ??????????????????????????????????
• 6) Substitute product
• ??????????????????????????????????????????????
  ???????????????????????????????????????????
• 7) Pull-through
• ?????????????????????? ? ?????????????????(??????
  ??????)
• ??????????????????????????????

32
????????????????????????????? (3)

• 3.2) ?????????????????? (Price Sensitive)
• 1) Price total purchase ????????????
  ?????????????????????????????????????
• 2) Product differences ????????????????????????
  ?????????????????? ?????????????????????????????
• 3) Brand identity ???????????????????????????????
  ? ?????????????????????????????????????
• 4) Impact on quality/performance
  ????????????????????/??????????? ???????????
  ?????????????????????????????

33
????????????????????????????? (4)

• 5) Buyer profits
• ????????????????????? (????????????)
  ?????????????????
• 6) Decision makers incentives
• ?????????????????????

34
Porters five forces Model
35
4) ????????????????? (1)

• 4.1) Relative price/performance of substitutes
• ????/??????????????????????????????
  ??????????????????????????
• 4.2) Switching costs
• ??????????????????????? ????????
  ??????????????????????????
• 4.3) Buyer propensity to substitute
• ??????????????????????????????????????
  ????????????????????????????????? ??????????
  Happy ??????????????????????????

36
Porters five forces Model
37
5) ???????????????????????????????????????????????
? (1)

• 5.1) Exit barriers
• ?????????????????????????????????????????? ?
  ????????????? ?????????? ?????????????????????????
  ????????????????????????
• 5.2) Industry concentration
• ???????????????????????????? ? ???????????????
  ?????????????????????
• 5.3) Fixed costs/Value added
• ???????????/??????????? ????????????????????
  ??????????? (??????????????? ?????????????)
  ????????????????????????????????????
• 5.4) Industry growth
• ??????????????????????????? ? ???????????????????
  ???????????????????

38
??????????????????????????????????????????????? ?
(2)

• 5.5) Intermittent overcapacity
• ?????????????????????????????????????????????????
  ???????? ?????????? ??????????
  ????????????(???????????????????)
  ??????????????????????
• 5.6) Product difference
• ??????????????????????? ????????? (????????????
  ? ???) ??????????????????
• 5.7) Switching cost
• ?????????????????????????????????????????????????
  ???????????????? ??? ?????????????????????????????
  ???
• 5.8) Brand identity
• ????????????????????? ?????????(???????????????)
  ??????????????????????

39
??????????????????????????????????????????????? ?
(3)

• 5.9) Diversity of rivals
• ???????????????????????? (????????????????)
  ????????????????????? ????? ???????
  ???????????????? ??????????????????????
• 5.10) Corporate stakes
• ????????????????????????????????????????
  ??????????????????????????????????

40
Porters Competitive Strategies

• Cost Leadership
• ?????????????????????????????????????????????????
  ???
• ???????????????????????????
• ???????????????????????????
• ???????????????????????? ???? ?????????????
• ??????????

41
Porters Competitive Strategies
42
??????????????????????

• Cost Leadership ?????????????????????????????????
  ???????????????????
• ???????????????????????????
• ???????????????????????????
• ???????????????????????? ???? ?????????????
  ??????????

43
???????????????????????

• Differentiation
• ?????????????????????????????????????????????????
  ??????
• ?????????????????????????????????????????
• ?????????????????????????????????????????????????
  ?????????????????

44
??????????????????????????????????

• 1. ?????? (Features)
• 2. ?????????? (Performance Quality)
• 3. ??????????????????????????????????????
  (Conformance Quality)
• 4. ???????? (Durability)
• 5. ????????????????????????? (Repair ability)
• 6. ???????????????????????????????? (Style)

45
Differentiation

• ???????????????? (After-sales services)
• ?????????????????????? (Desirable image)
• ???????????????????????? (Technological
  innovation)
• ?????????????????? (Reputation of the firm)
• ???????????????????? (Manufacturing consistency)
• ?????????????????????? (Status symbol)

46
???????????????????????

• Cost focus
• ?????????????????????????? ?. ?????????????????
• ?????????????????????????????????????????????????
  ??????????????????????????????????????
• ????
• ???????????????????? McDonald
• ???????????????? ????????????????
• 108 Shop

47
(No Transcript)
48
(No Transcript)
49
(No Transcript)
50
????????????????????????????

• Differentiation focus
• ??????????????????????????????????????
• ?????????????????????????????????????????
• ???????????????????????????????

51

• ????
• ?????? Rolls-Royce
• ?????? Channel
• ?????? Patex Phillippe
• ??????? Louis Vuitton

52
?????????????????????????
??? ??? ?? ??? ???? ???
?????????????????
53
???????????????????????????????????

• Wiseman,1998 ?????????????????????????????????????
  ?????????
• ??????????????????????? (Differentiation
  Strategy)
• ?????????????????????? (Cost Leadership Strategy)
  
• ??????????????????? (Innovation Strategy)
• ????????????????????????? (Growth Strategy)
• ??????????????????? (Alliance Strategy)

54
??????????????????????????????????????????????????
?????????????????
55
????????????????????? (Value Chain)

• ???????????
• Inbound Logistics ???????????????????????????????
  ? ???????? ???????????????????????????????
• Operations ??????????????????????????????????????
  ???????????????????????????????
  ??????????????????
• Outbound Logistics  ?????????????????????????????
  ???? ?????? ????????????????????????????????????
• Marketing and Sales  ????????????????????????????
  ????????????????????????????
• Customer Services  ??????????????????????????????
  ???????????????????????????????
  ?????????????????????????           

56
????????????????????? (Value Chain)

• ???????????????
• Firm Infrastructure ????????????????
• Human Resource Management ????????????????????
• Technology Development (RD) ?????????????
• Procurement ????????

57
Value Chain Model
58
?????????????????????????????

59
???????????????????????????????

• ?????????????????????????????????????????
• ????????????????? ????????????? Manual System
• ???????????????????????????????????????????
  (Downsizing)
• ?????? Network ???????????????????????????
  ????????????????????????????????????
• ?????????????????????????????????????????
• ????????
• ???????????????????????????????/??????
• ????????????????????
• ????????????????????????????????????
• ????????????????????????????????????????? ?
  ?????????

60
???????????????????????????????

• ???????????????????????
• ??????????????????????????? ? ???????????????? 3
  ??????
• ??????????????????????????????????????????????????
  ?
• ????????????????????????????????????? ? ?????????
  ???? ?????? Hardware, Software ???????????????????
  ???????
• ????????????????????????????????????????????

61
??????????????????????????????????????????????????
??????????

• ????????????????????????????? ????????????????????
  
• ?????????????????????????????????????
• ???????????????????
• ????????????????????