?s?te???? ?a? ???te???? ?p??e???

1

• ?s?te???? ?a? ???te???? ?p??e???µat??? pe??ß?????
• ??µ?t??? ???s??
• (ddrosos_at_aegean.gr)

?e?µe???? ???µ???, 2010-11
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??sa???? St???? t?? µa??µat??

• S??????e? pa???sµ?e? e?e???e??, ape?e?????s?
  a?????, ??e?t?????? eµp????
• ??ta????st??? ?e??ß?????, Tax?tate? a??a??? se
  te???????e? pa?a?????, pe??te?, a?????,
  d?a?e???s? p????f???a?.
• S?st? ??????s? ?a? ?p?te?esµat??? ??????s?
  apa?a?t?t? p???p??es? ??a t?? p??sa?µ???,
  a??pt??? ?a? ß??s?µ?t?ta µ?a? ep??e???s??

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?p??e???s?

• ?p??e???s? ?a?e?ta? ???e ??????µ??? µ???da ?
  ?p??a µe t?? ?at?????? s?st?µat??? ?a? ???a??t???
  s?ed?asµ? t?? s??te?est?? pa?a????? (e??as?a,
  f?s???? p????, ?ef??a??, ep??e???µat???t?ta),
  pa???e? ? ef?d???eta? µe p?????ta ta ?p??a st?
  s????e?a µetap??e? st? a???ast??? ????? µe st???
  t?? ?e?d?f???a

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?p??e???s?/????a ?a?a?t???st???

• ?? ?????te?e? p?????se?? p?? ?a?e?ta? ?a
  a?t?µet?p?se? ?at? ?????????? t??p? ? ??????s?
  ??????s? ?p??e???se??
• ????s? t?? ap?d?t???t?ta? t?? d?a??s?µ??
  pa?a??????? µ?s??
• ?e?t??s? t?? p???t?ta? t?? p?????t??,
• ????s? ?a? ? pe?a?t??? d?e?e???s? ?a? a??pt???
  t?? t?µ??? d??s?? t?? ep??e???s??

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??????s?
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?p?t???????ta? ????? ?p?d?s?

• ?? ep??e???se??/???a??sµ?? p??pe? ?a pa??????
  a?a?? ? ?p??es?e? p?? p??sf????? ???s?µ?t?ta/a??a
  st??? pe??te? a???p????ta? µe t? ?a??te?? d??at?
  t??p? t??? d?a??s?µ??? p?????.
• ??t? af??? ???e e?d??? ??????s?
• ?p? µ?a ?d??t??? ep??e???s? ??? ??a d?µ?s??
  ???a??sµ? (p.?. ??s???µe??) ??? µ?a d?µ?t???
  ß?ß??????? ?a? µ?a ???
• ??a t? µ??at?µe?t e??a? ? t????/ep?st?µ? p??
  µe?et? t??? ß??t?st??? t??p??? ??????s??
  d?e????s?? t?? pa?a????? p?????t?? / ?p??es???
• ? ?????a t?? pa?a????? ed? e???e?ta? µe p??? e???
  t??p? s?µpe???aµß????ta? ??e? t?? ep??e???s?a???
  ?e?t?????e?

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?? pe??ß????? t?? ep??e???s??

• ?a?????te? p?? e??a? e??te????? p??? t?? ??????s?
  ?p?? ??????????, p???t????, ??????µ????,
  te??????????, pe??ßa????t???????? ???te????
  pe??ß?????
• ?a?????te? p?? e??a? µ?sa st?? ??????s? ?p??
  ???µat???????µ????, f?s????, a????p????,
  te?????????? p???? ?.a. ?s?te???? pe??ß?????

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???a??s?a?? ?e??ß?????

• ???a??s?a?? ?e??ß????? ?? e??te????? t??
  ep??e???s?? d???µe?? p?? t?? ep??e?????.
• ????µe?? p?? a??????? µe t?? ????? ?a? s???st???
  ???a???e? (Opportunities) ?/?a? ?pe???? (Threats)
  ??a t?? ep??e???s?.
• ???a???e?(Opportunities) a????µata ??a
  a??pt??? ?a? ?e?d?f???a
• ??e? te???????e?, ?????µa ???? a?????, ?t?
• ?pe????(Threats) e?e???e?? p?? µp????? ?a
  ß?????? t?? ep??e???s?.
• ??????µ??? ?fes?, ???? ?a? ?s?????
  a?ta????st??,?t?.
• ?? ??t??µe?? e??a? ? e?µet???e?s? e??a????? ?a? ?
  ap?f??? ? ?st? ad?a??p???s? ape????.

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????µe?? t?? ???a??s?a??? pe??ß?????t??
???te???? ?e??ß?????
?????????p???t?st???? ????µe??
?µes? ?e??ß????? (Task Environment)
?e?????????? ????µe??
??ta????st??
??????µ???? ????µe??
?e??te?
?a???sµ?e? ????µe??
???µ??e?t??
??a??µe??
??µ???af???? ????µe??
????t???? ??µ???? ????µe??
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?µes? ???te???? ?e??ß?????

• ?µes? e??te???? ?e??ß????? (Task Environment)
  s?????te?ta? ap? p??µ??e?t??, d?a??µe??, pe??te?,
  ?a? a?ta????st??.
• ???µ??e?t??(Suppliers) p??µ??e???? t??
  ep??e???s? µe e?s???? (p??te? ??e? ??p).
• ?? p??µ??e?t?? µp??e? ?a ????? ?s????
  d?ap?a?µate?t??? ??s? ??a?t? t?? ep??e???s??
• ?f?s?? e??a? ????? ?a? p??sf????? d?af???p???µ??a
  p?????ta
• ?? p????? t??? e??a? ?d?a?te?a s?µa?t??? ??a t??
  ep??e???s?

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?µes? ???te???? ?e??ß?????

• ??a??µe??(Distributors) ep??e???se?? p?? p?????
  ta p?????ta ????? ep??e???se??.
• ?e????? ??a??µe?? ?p?? µe???e? a??s?de? super
  market ????? µe???? d?ap?a?µate?t??? d??aµ?.
• ?p????? ?a µp???????? t?? d?a??µ? e???
  p?????t??
• ?e??te?(Customers) ?ata?a??t?? t?? p?????t??
• S??????, ?p?????? p????? ?µ?de? pe?at?? ??
  s?µe????? a????? e??a? ?ata?e?µat?sµ??e?
  (e?at?µ??e?s? a?a????...).
• ?p? t?? ???? µe???, ????? pe??ss?te?? p????f???s?
  ?a? pe??ss?te?e? ep??????

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?µes? e??te???? ?e??ß?????

• ??ta????st?? ???e? ep??e???se?? p?? pa??????
  pa??µ??a p?????ta.
• ? ??ta????sµ?? e??a? s?????? e??a? ? p??
  s?µa?t??? p?????s? p?? a?t?µet?p????? ??
  ep??e???se??.
• ????? ep?peda a?ta????sµ?? ?d????? s?????? se
  ?aµ???te?e? t?µ??.
• ?a ???d? µe?????ta? (p??? ?fe??? t??
  ?ata?a??t?....)
• ?a eµp?d?a e?s?d??(Barriers to entry)
  d?s?e?a????? t?? e?s?d? t?? a?ta????st?? ?a?
  p????pt??? ap?
• ??????µ?e? ???µa?a? (Economies of scale)
  p?e??e?t?µata ??st??? ???? ?????? ep?p?d??
  pa?a?????.
• Brand loyalty ?? pe??te? e??a? p?st?? se µ?a
  s???e???µ??? µ???a.
• ????? ??st? a?????? ep??d?s??
• ?.a.

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? ?????? ???? t?? ???d??(The Industry Life Cycle)
G????s? (Birth)
???pt??? (Growth)
??ad??- ????s? (Shakeout)
O??µ?t?ta (Maturity)
?a?a?µ? (Decline)
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?????? ???? t?? ???d??

• ??t??at?pt???e? t?? a??a??? p?? s?µßa????? se
  ??a? ???d? ??????µ???? d?ast????t?ta? µe t?
  p??asµa t?? ??????.
• St?d?? G????s??(Birth stage) ???s?µ? st?d?? ?p??
  t? ??t??µe?? e??a? ? ?esµ?p???s? t?? ??a?
  a????? ?a? ? a??de??? e??? ????a???? te??????????
  p??t?p??
• VHS vs. Betamax (ß??te?) BluRay vs. HD DVD
• St?d?? ???pt????(Growth stage) ?? p?????
  ?e?d??e? t?? ap?d??? t?? pe?at?? ?a? ? a????
  a?apt?sseta? ??????a.
• ??e? ep??e???se?? e?s?????ta? st?? ???d?, ?
  d?ad??as?a pa?a????? a????e? ?a ße?t???eta? ?a?
  s???e???µe??p?????ta? ta ?a????a d?a??µ??.

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?????? ???? t?? ???d??

• St?d?? ??ad??????s?? (Shakeout stage) st? t????
  t?? a??pt????, ? ??t?s? ??a t? p?????
  sta?e??p??e?ta?.
• ? a?ta????sµ?? e?te??eta? ?a? ?? t?µ??
  µe?????ta?.
• ?? ????te?? ap?d?t???? ep??e???se?? ap?t????????
  ?a? e??ata?e?p??? t?? ???d?.
• St?d?? O??µ?t?ta? (Maturity stage) ? a??pt???
  e??a? p???? p??? µ???? ? sta?e??.
• ?? s??se?? µeta?? µe t??? p??µ??e?t?? ?s?
  d?s??µe?? sta?e??p?????ta?.
• S??????, ? ???d?? ????a??e?ta? ap? ???e?, µe???e?
  ep??e???se??.
• ?? ??t??µe?? e??a? ? a?ta????st???t?ta t??
  ep??e???se?? (s??s? t?µ?? p??? p???t?ta) /
  ße?t??t???? ?a???t?µ?e?
• St?d?? pa?a?µ?? (Decline stage) ? ??t?s? ??a t?
  p????? µe???eta?.
• ?? t?µ?? p?ft??? ?d????ta? t?? as?e??ste?e?
  ep??e???se?? st?? ???d? ap? t?? ???d?.

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?? ????te?? ?e??ß?????

• ?p?te?e?ta? ap? ??????µ????, te??????????,
  d?µ???af???? ?a? ???e? d???µe??.
• ?? ep??e???se?? de? µp????? ?a ep??e?s??? ? ?a
  e??????? t?? pa?ap??? d???µe??.
• ?? e???te?? pe??ß????? ??e? s?µa?t??? ep?d?as?
  st?? ep??e???s? st? ßa?µ? p?? ep??e??e? t??
  pa?aµ?t???? t?? ?µes?? pe??ß?????t??.
• ??????µ???? ????µe??(Economic forces) ep??e?????
  t?? e????? ??????µ?a, ?a? (eµµ?s??) t??
  ep??e???s?.
• ?e???aµß??e?, ??a pa??de??µa, a??a??? sta
  ep?t???a, sta p?s?st? a?e???a? ?a? st?? ???µ?
  a??pt????.
• ?ta? ? ??????µ?a e??a? sta?e??, ?a? ?p???e?
  eµp?st?s??? ?a? a?s??d???a ??a t?? ??????µ????
  e?e???e??, ? ?ata????s? ???e?ta? µe a??d?????
  ???µ??? ? s??????? a??pt??? t?? ??????µ?a?

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?? ????te?? ?e??ß?????

• ?e?????????? ????µe??(Technological forces)
  te??????s?a ?a? e??p??sµ?? p?? ???s?µ?p?????ta?
  ??a t?? µetat??p? t?? e?s???? se e????? (se ???
  t?? a??s?da a??a?, p.?. st?? s?ed?asµ?, st??
  pa?a???? ?a? t?? d?a??µ?).
• ?d????? se ??e? e??a???e? ? ape????
• S???? apa??a?????? ta p?????ta p??? ??????a
  (p.?. CDs vs ß??????).
• ?p??e? ?a a??????? t?? t??p? d?????s?? (p.?.
  MIS).
• ??????????????µ???? ????µe??(Socialcultural
  forces) p???????ta? ap? a??a??? st?? ?????????
  ?a? e???te?? e????? ????t???a.
• ?? d???µe?? a?t?? d?af????? µeta?? d?af??et????
  p???t?sµ?? ?a? µetaß?????ta? µe t? p??asµa t??
  ??????.
• ??a life styles ?a? ep?d?as? t??? st??
  ?ata?a??t???? s????e?e?
• S????????? ? ap???????? a??µesa se d?af??et???
  ???? ?a? p???t?sµ???? ??t?t?te? (Pizza Hut st?
  ??s?a)

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?? ????te?? ?e??ß?????

• ??µ???af???? ????µe??(Demographic forces)
  p???????ta? ap? a??a??? st?? f?s?, st?? s???es?
  ?a? st?? p??????µ??f?a t?? p????sµ??.
• ?a?a?t???st??? ?p?? f???, ?????a, e?????t?ta ?t?.
• G?a pa??de??µa ta te?e?ta?a 20 ?????a, ??
  ???a??e? e?s???a? st?? e??as?a?? ???? µe
  a??a??µe???? ???µ???.
• ?p?pt?se?? st?? ?ata?a??t???? a????? a??? ?a? st?
  µ??at?µe?t
• G??a?s? t?? p????sµ?? st?? pe??ss?te?e?
  ß??µ??a????? ???e?
• ??t? d?µ????e? ??a ded?µ??a ??a ??p????? ???d???
  (p.?. ?sf??e?e?, ?at??fa?µa?e?t??? pe???a???,
  t????sµ?? ?t?)
• ??????µ???? µeta??ste? ep?pt?se?? st?? p??sf???
  ?a? ??t?s? p?????t??/?p??es???

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?? ????te?? ?e??ß?????

• ????t????-??µ???? ????µe?? (Political-legal
  forces)
• ??ta?a????ta? s?????? st? ??µ??? ???µ?st???
  p?a?s??
• ??t??? t?s? ape?e?????s?? t?? a?????
• ?.?. f????????? ??µ?s??d?a, pe??ßa????t????????
  ??µ??
• ?a???sµ?e? d???µe?? (Global forces) p????pt???
  ap? a??a??? st?? d?e??e?? s??se?? µeta?? t??
  ??at??.
• ?s?? ? p?? s?µa?t??? e??a? ? a??a??µe??
  ??????µ??? e??p???s? µeta?? ?????.
• ?? s?µf???e? e?e?????? eµp????? (p.?. EU)
  e?as?e?e? ta eµp?d?a eµp?????? s??a??a???
• ???sf????? ??e? e??a???e? a??? ?a? ape???? ??a
  t?? ep??e???se??

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???????ta? t?? ep?d?as? t?? pe??ß?????t??

• ?? ep??e???se?? a?tap???????ta? st??
  pe??ßa????t??? a??a?? µe
• Restructuring (a?ad???????s?)
• Reengineering (a?as?ed?asµ?? d?ad??as???)
• Competitive intelligence
• ??t??µe?? e?e????a ?a? p??sa?µ?st???t?ta

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S??e??? µe t? pe??ß????? (Boundary Spanning)

• ? ep??e???s? p??pe? ?a ??e? p??sßas? se
  p????f???s? ?a? p???? ???s?? p?? ep?t??p???
  e?t?µ?se?? ?a? p??ß???e??
• Boundary spanning e??a? ? p?a?t??? t??
  s?s??t?s??-d?as??des?? t?? ep??e???s?? µe
  a????p??? ?a? ?µ?de? e?d?afe??µ???? ??? ap? a?t??
  (p.?. pe??te?, p??µ??e?t??, a?ta????st??,
  e?e???t??? ???t?a, ?.a).
• ?p??t??ta? p??sßas? se p????f???e? ap? t?
  e??te???? pe??ß?????, ta d?????t??? ste????
  µp????? ?a ?ata?????? se ?a??te?e? p??ß???e?? ??a
  t?? epe???µe?e? a??a???.
• ?sa pe??ss?te?a d?????t??? ste???? eµp?????ta?
  st?? pa?ap??? p?a?t???, t?s? ?a??te?? e??a? ?
  d?ad??as?a ????? ap?f?se??.
• ??? µp??e? s?µe?a ? ep??e???s? ?a ap??t? p??sßas?
  se p????f???s?

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?s?te???? pe??ß????? t?? ep??e???s??

• ?a st???e?a p?? ???s?µ?p??e? ? ep??e???s? ??a t??
  e?p????s? t?? st???? t?? ?a? e??a? d?a??s?µa st?
  es?te???? t?? ep??e???s?? ??a t?? e?p????s? t??
  st???? t?? (ep??e???s?a??? p????) e??a?
• ???µat?d?t????
• F?s????
• ?????p????
• ?e??????????

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?s?te???? pe??ß????? t?? ep??e???s??
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???µat?d?t???? p????

• ?? ???a??se?? ????? a????? ap? ???µat????? p?????
  ??a ?a s??te??s??? t?? ?e?t?????e? t???.
• ?? ? ep??e???s? e??a? ap?d?t???, ta ???µata
  epa?a???s?µ?p?????ta? ??a t?? ep???µ?t? a??pt???
  t??.

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???µat?d?t???? p????

• ?as???? p???? ???µat?d?t?s?? e??a?
• ?? µet????? ?ef??a?? (?????? ?d??? p????)
• ?? da?e?a?? ?ef??a?? (?????? e??te????? p????)
• ?as??? p??ß??µata d?????s??
• ??asf???s? p???? ???µat?d?t?s??
• S?st? ?ata??µ? t?? ?efa?a??? st?? ep?µ?????
  ?e?t?????e? t?? ep??e???s??

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F?s???? p????

• ?? f?s???? p???? pe???aµß?????
• e??atast?se??,
• e??p??sµ?,
• µ??a??µata,
• ???µata,
• ?p?????se? p??te? ??e?
• ?.a.

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?????p???? p????

• ?? a????p??? d??aµ??? µ?a? ep??e???s??. ?
  d?????s? p??pe? ?a ???a??se? ta pa?a??t?
• ??asf???s? apa?a?t?t?? e??a??µ???? ??a t?
  ?e?t?????a t?? ep??e???s??
• ??p???t?s? s?st?? e??a??µ???? se s?st?? ??se??
• ?a???? ????t??? ??a ap?te?esµat??? ap?d?s?
• ?p?????sµ?? t?? ap?d?s?? t?? e??a??µ????

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The business strategic planning process
External environment
Business mission
Goal formulation
Strategy formulation
Program formulation
implementation
SWOT analysis
Internal environment
Feedback control
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??ta????sµ?? st?? ??f?a?? ??????µ?a (p?? ?
??????µ??? a??a d?a??e?ta? a??µesa st??? pa??te?
t?? ???d??)