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Chapter 4: Introduction to business strategy, analysing competitive…
Chapter 4: Introduction to
business strategy
What is strategy?
Level of strategy
Business strategy
Strategic business unit (SBU): a section within larger business, res for it own
Form in SBU
Functional stategy
Corporate stategy
determined at main board level for the business as the whole
Def: the
direction
and scope of an org over
LT
, which achieve advantage for org through its configuration of resources within a
changing environment
to meet
the needs of markets and to fulfil stakeholder expectations
Strategy management
involve
the LT direction of business
the allo of resources
taking decision ab scope of a business act
Strategic planning process
(4 steps)
Strategic choice
Strategic implementation
Strategic analysis
Step 2:
Internal analysis
(analysing the business)
Analysing Porter's value chain
Analysing the supply chain
Analysing resources and competencies (the position audit):
Có
Money
=> mua
Material
,
Machinery
,
Make-up
và thuê
Men & Women
đồng thời phải có
Method
và
Management
và
Management In4
=> Tạo ra
Markets
Analysing the product and markets
Product life cycle:
Introduction => Growth => Maturity => Decline
BCG Matrix
Step 3:
Corporate appraisal
Step 1
: External analysis
(analysing the environment)
Task environment:
simple or dynamic
Porter's 5 forces
analysis of an industry
Bargaining power of customers
Bargaining power of suppliers
Substitute products
Def: a G/S fr another industry satisfied the same needs
eg: mình bán cam nó bán táo :smiley:
Rivalry amongst current competitor in industry
(*)
New entrant
strength vary, depend on
strength of barriers to entry
likely response of existing competitors
Competitor analysis
ptich cụ thể cho (*)
Types of competitor
Industry competitors:
similar products diff ways eg: xem film CGV & Netflix
Generic competitors:
same disposable imcome diff product
Form competitors:
diff products satisfy the same need
Brand competitors:
similar firms offering similar products eg: KPC & Lotte
combined in
competitor reaction file
4 reaction file
Tiger:
respond aggressively to all competitors moves
Selective:
react some threats not all
Stochastic
: bất ngờ k đoán trc đc
vd: DN nhỏ lẻ có chiến lược k đối đầu trực tiếp với ông lớn
Laid-back
: k respond
factors to be analysed
Competitor's assumption ab the industry
Competitor's current and potential situation
Competitor's stategy
Competitor's capability
General envi:
PESTEL analysis
Step 4:
Mission, goals, objectives
Review and control (chap 5)
analysing competitive (task) envi
