《企业战略管理英文PPT第五章.ppt

The Strategic Management Process Business Level Strategy Knowledge Objectives: Define business-level strategies. Discuss the relationship between customers business-level strategies in terms of who, what and how. Explain the differences among business-level strategies. Use the five forces of competition model to explain how above average returns can be earned through each business-level strategy. Describe the risks of using each of the business-level strategies. Key Issues of Business-level Strategy What good or service to offer customers. How to manufacture or create the good or service. How to distribute the good or service in the marketplace. The Central Role of Customers In selecting a business-level strategy, the firm determines 1. Who it will serve. 2. What needs those target customers have that it will satisfy. 3. How those needs will be satisfied. Cost Leadership the 5 Forces of Competition Cost Leadership the 5 Forces of Competition Cost Leadership the 5 Forces of Competition Cost Leadership the 5 Forces of Competition Cost Leadership the 5 Forces of Competition Differentiation strategy “An integrated set of actions designed by a firm to produce or deliver goods or services that customers perceive as being different in ways that are important to them.” How to Obtain a Differentiation Advantage Differentiation the 5 Forces of Competition Differentiation the 5 Forces of Competition Differentiation the 5 Forces of Competition Differentiation the 5 Forces of Competition Differentiation the 5 Forces of Competition Focus Strategies Focus strategies are an integrated set of actions designed to produce or deliver goods or services that serve the needs of a particular competitive segment. Focused Business Level Strategies Firm may lack resources to compete industry wide. Large firms may overlook small niches. The firm may be able to serve a narrow market segment more effectively than industry wide competitors. Focus can allow you to direct re