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STRATEGIC MANAGEMENT
STRATEGIC MANAGEMENT : A. Yingchai Kaseamsolos.
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19501960
19601970 (1) +
1970 (1) + (2) +
19501960 + +
19601970 (1) + +
1970 (1) +(2) +
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....
Certo and Peter
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Wright
....
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Wright
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Strategic Management Process
Establishing Organizational Direction
Strategy Formulation
Strategy Implementation
Strategic Control
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Environment Analysis
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FunctionalSTR.
Business STR.
Corporate/Organizational STR.
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3
1. Corporate Strategy
2. Business Strategy
3. Functional Strategy
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1. Development and Growth
2. Maximize Profit
3. Minimize Lost
- Defect
- Reject
4. Value Added
5. Technology Know How
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Corporate ---
Business ---
Functional ---
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1. Simple Structure
Owner- Manager
Workers
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2. Functional Structure
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Top - Manager
Manufacturing Marketing Finance HRM.
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3. Divisional Structure
Product Division B
Manufacturing
HRM.Marketing
Product Division A
Manufacturing Finance
HRM.Marketing
Financing
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Top - Manager
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2. (Operation Environment)
1. (General Environment)
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1.
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-
-
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- (Economic Factors)
- (Technological Factors)
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- (Political Legal Factors)
- (SocioCultural Factors)
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EX.
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1.
2. 3. (Niche Market)
- Mass Production Mass Customization
4.
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- Green Marketing Strategy Recycle Product
-
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(Possible impact on Corporation)
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(Priority Matrix)
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2.
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-
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Industry Analysis
- 5 (FiveForcesModel)
- (IndustryLifecycle)
- (StrategicGroupMapping)
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5 (Five Forces Model)
1.
2.(New Entrants)
3.(Threat of Substitute)
4. (Buyers)
5.
(Supplier)
6.
(Stakeholders)
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1)
-NumberofCompetitors
- RateofIndustryGrowth
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- Product or ServiceCharacteristic
- AmountofFixedCosts
- HeightofExitBarriers
1) ()
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- Economies of scale
- Product Differentiation
- Customer Loyalty
- Regulatory Policies
2)
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- Capital Requirements
- Know - How
- Access to Distribution Channels
- Switching Costs
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- Product Differentiate
- Switching Costs
3)
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-
4)
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- (Backward)
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- Supplier
- - (Forward)
5)
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( Industry Life CycleILC )
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Industry Life Cycle - ILC
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1.
2.
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Industry Life Cycle - ILC()
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3.
4. / /
/
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Industry Life Cycle - ILC()
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5.
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( Strategic Group Mapping )
E A
B,C D
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3
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VRIO Framework (Barney)
Value
Rareness
Limitability
Organization
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-
- -
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Value Chain Analysis ()
1) Value Chain 2) Value Chain
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1) Value Chain
EX. / / TEXACO USA British Petroleum ( BP ) Value Chain Analysis
( Upstream )
(Downstream )
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2) Value Chain (Michael E. Porter)
Firm Infrastructure
Human Resource Management
Technology Development
Procurement
InboundLogistic
Operation OutboundLogistic
Marketingand Sales
Service
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(Primary Activities) (Support Activities)
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-
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7Ss Model -
1) Structure
2) Strategy
3) System
4) Style
5) Staff
6) Skill
7) Shared Values
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- /
- / -
-
- / - -
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(Scanning Functional Resources)
/
/
/
1) (Marketing)- Marketing Position and Segmentation
- Marketing Mixs
- Product Life Cycle
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2) (Financial)
* * (Capital Budgeting)
-
* (Financial leverage)
-
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,
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4.
3.
2.
1.
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- /
- - -
- -
/ / 365 *
/
365* / /
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- -
/
/
- (Return in Asset: ROA )-
(Return on Equity : ROE )
- (Return on Sales : ROS )
/ / /
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3) (Research and Development)
- (Product R& D)- (Engineering or Process R&D )
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- (Basic R&D)
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4) (Operation )
-
-
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5) (Human Resource)
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- Job Analysis
- Labor Relation
- Reward- Evaluation
- Training & Development
- Employ
- Selection- Recruitment
Job Description
Job Specification
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SWOT
1.
2.
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SWOT MATRIX
1. SWOT ANALYSIS
2. SWOT MARTRIX (
)
SO = WO =
ST =
WT =
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T - Threats ()O - Opportunities ()W - Weakness ()S - Strengths ()
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4
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VISION
MISSION
OBJECTIVE
GOALS
KEY PERFORMANCE
STRATEGY
KEY PERFORMANCE INDEX.
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VISION
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1.
2.
3.
4.
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(Vision )
(Mission Statement )
/ (Mission )
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1. Vision
2.
3.
4.
5.
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1.
2. Spec
3. Selling Point
4.
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4.1 ( Customer )
4.2
( Product or services)
4.3 (Market )
4.4 (Technology )
4.5 (Concern for survival , growth and profitability )
()
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4.6 ( Philosophy )
4.7
4.8
(Concern for public Image)
4.9
(Concern for Employees)
()
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1.
2.
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()
3.
4.
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Organization Objective
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41). ( Financial Obj.)
2). ( Customer Obj. )
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()3). ( Internal Process Obj.)
4). (Learning and Growth Perspective)
31. 2. 3.
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Goals
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1.
2.
1.2.
3.
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()
1.
2.
3.
1.2.
3. / /
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1. 20%
2. 10%
1. 85%
2.10%
3.3%
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()
1. 0%
2. 3%
3. 100%
1. 90%
2. 3%
3. / / 5%
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5
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3
(Functional Strategy)
(Activity)
(Corporate / Organizational Strategy)
(Policy - Level Str.)
(Business Strategy)
(Project-Level Str. )
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1) (Growth Strategy)
2) (Stability Strategy)
3) (Retrenchment Strategy)
1. (Growth Strategy)
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1. (Growth Strategy)
/
2
1.1
(Concentration Growth Strategy)
-
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( Vertical Growth Strategy )
/
*
(Backward Integration STR)
Supplier
* (Forward Integration STR)
- (Horizontal Strategy)
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1.2 (Diversification Growth Strategy)
:
-
(Concentric /Related)
-
(Conglomorate /Unrelated)
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1.
2.
3.
4.
5.
6.
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1.
2.
3.
4.
5.
6.
(B siness Strateg )
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(Business Strategy)
(Business Strategy)
2
1. Lower Cost
2. Differentiation
1 Lower Cost
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1. Lower Cost
1.1
(Standard Product)
1.2
(Mass Marketing)
1.3
(Economies of scale)
1.4
(Experience effects)
1.5 (R&D)
2 Differentiation
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2. Differentiation
2.1 (Product Differentiation)
2.2 (Services Differentiation)
2.3 (Personal Differentiation)
2.4 (Image Differentiation)
( )
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(Functional Strategy)
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1.
(Customerswants & needs)
2. (Communication )
3. (Convenience to buy)
4. (Customerscost to Satisfy)
2.
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(Production and Operation Strategy)
1.
1.1 (Rework)
1.2 (Scrap)
1.3 (Warranty Expense)
1.4 (Customer Returns)
1.5
2.
(Just in time)
3.
(Flexible Manufacturing Systems)
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1.
2.
3.
4.
5.
6.
3. (Research and Development )
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1.
2.
3.
4.
5.
4
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4.
(Human Resource Management Strategy)
1.
2.
3.
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6. (Financial Strategy)
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6. (Financial Strategy)
1.
2.
3.
7 (A ti St t )
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7. (Accounting Strategy)
1.
2.
SWOT Matrix+
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1.
(SWOT)
2. SWOT Matrix
- SO = Growth Strategy
- WO =
- ST =
- WT = Retrenchment Strategy
Stability Strategy
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Implemental
Strategy
Formula
Evaluation
or Control
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Org./Str.
/
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7 (7 Ss Model - Mckinsery)1. S. = Structure
2. S. = Strategy
3. S. = System
4. S. = Staff
6. S. = Style 7. S. = Share Value /
5. S. = Skill
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1. /
2. /
3. /
4.
5.
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1.
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5
2.
3.
4.
/
5. /
Package
1.
2.
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2.
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2.1
2.2
BOSS
ProductionMarketingFinancialPersonal
2.3
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2.3
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BOSS
STAFF STAFF STAFF STAFF
2 4
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2.4
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BOSS
R & DProductionTechnologyMarketing AC & FI HR
2.5 2.4
3.
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3.
3.1
-
-
-
-
-
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3.2
- -
-
-
-
(PeopleService - Profit) Federal Express
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4.
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4.1 3
1) /
2) / /3) 5
- / - /
- / - /- //
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4.2 1.
2. /
3. /
4.
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/
/
5
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5.
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41. 2. 3.
/4. 3
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1.
- -
- -
- /-
2. 3. 4.
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1. V M O G2. Objective Vision3.
4. 5. 6.
7. 8.
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.....
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1.
2. 3. 4.
5.
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4 1. (Monitoring) 2. /
3. /VMOG
4. /SWOT
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1.
(Work Breakdown Structure)
1.1
(Project)
1.2 (Output)
1.3 / (Activity)
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2.1) /
/
(Outcome) (Output)
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1) (Qualitative Measurements)
///2) (Quantitative Measurements)
ROI //3) (Stakeholder, s Audit)
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(Benchmarking)
/
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(VMOG)
4.
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-
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1)
2) -/
3) 4)
5) /
6)
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1.
2. 3.
4.
5.