战略管理案例分析大纲

STRATEGYANALYSISGUIDETOCASEPRESENTATIONSDr.ErmingXuSchoolofBusinessRenminUniversityofChina22TABLEOFCONTENTSRequirementsforPresentations……………………………………………………3RequiredSectionforCasePresentations…………………………………………4GuidelinesforSection1–Introduction…………………………………………..5GuidelinesforSection2–IndustryAnalysis……………………………………..7GuidelinesforSection3–IndustrySegmentAnalysis…………………………12GuidelinesforSection4–CompanySituationAnalysis……………………….13GuidelinesforSection5–Recommendations…………………………………..18AppendixA–MiscellaneousTricksfortheCaseWork………………………..21AppendixB–StudentGroupAssessmentForm………………………………...22References…………………………………………………………………...…….2333REQUIREMENTFORPRESENTATIONS1.PowerPointmaybeused,butahardcopymustbeavailableasabackupfortheoverheadprojectionsystem.2.Allslidesmustbetypedandgraphicssoftware(suchasthedrawfeatureofMicrosoftOffice2000)mustbeusedforcharts.Alloverheads/chartsmustbeneat.3.AhardcopyofalloverheadsmustbesubmittedtotheprofessorPriortothepresentation(atthebeginningoftheclass).4.Theformatoutlinedinthisguidemustbefollowed.(Seethenextpageforthisformatoutline).Ifyouarehavingtroubleregardingyourspecificcase,contacttheprofessorforguidance(wellbeforethedayofthepresentation).5.Agroupevaluationwillbeconductedbytheprofessorimmediatelyafterthepresentation.6.Thepresentationmaterialshouldbesplitevenlyamongteammembers.Presentationresponsibilitiesshouldbeidentifiedonthecoverpageofthehardcopymaterialsgiventotheprofessoratthebeginningofthepresentation.Whoeverisassignedtoapartofthepresentationmusttakefirstshotatansweringanyquestionsrelatedtothatsection.Financialtrendanalysisshouldbesplitevenlybetweenteammembers.44REQUIREDSECTIONSFORCASEPRESENTATONS1.IntroductionA.CompanyBackgroundB.CompanyMissionC.MajorCompanyObjectivesD.CaseExtension(LibraryResearch)2.IndustryAnalysisA.DefinitionofIndustryB.IndustryCharacteristicsC.FiveCompetitiveForcesPlusOneD.DrivingForces3.IndustrySegmentAnalysisA.StrategicGroupMapsB.MinimumSegmentSuccessFactorsC.PrimaryCompetitorStrengths&Weaknesses4.CompanySituationAnalysisA.FinancialTrendsB.SWOTAnalysisC.ValueChainOverviewD.GenericStrategyE.DistinctiveCompetence/CompetitiveAdvantage(VIROanalysis)F.StakeholderAnalysis5.RecommendationsA.TypesofStrategytoFollowB.SpecificKeyAspectsofStrategyC.CostofImplementingStrategyD.SourceofFundstoPayforImplementationCostsE.ListofMajorAssumptions55SECTION1–INTRODUCTIONA.CompanyBackgroundCompanybackgroundshouldincludethreetofivepointswhicharesignificantforunderstandingtheemergenceofthecompanyandtheconstraints(psychologicalorotherwise)thatthehistoryofthecompanyplacesuponthefuturestrategicdirectionofthecompany.B.CompanyMissionThecompanymissionisabriefstatement(paragraph)thatshouldinclude:1)whothecompanyis,2)whatthecompanydoes,and3)wherethecompanyisheaded.Thisoftenincludesanidentificationofproducts/servicesand/orindustry(what),targetcustomers(who),andtechnologicalfunctions(how).Thisstatementshouldbefuture-oriented(25years)andshouldnotincludespecificquantifiedobjectives.C.ExtensionofCaseInformationLibraryResearchshouldbringthecase(bothcompanyandindustry)uptotheircurrentposition.Remembertoconcentrateonlyonthoseaspectswhichareimportanttothestrategicdirectionsofthecompany.Somesourcesinclude:-ABI–InfoonCD-ROM(forrecentyears)-BusinessPeriodicalsIndex-Forbes(Particularlythefirstissueoftheyearwhichincludestheannualindustrysurveyoffinancialdatabycompanyandindustry)-Fortune-BusinessWeek-CurrentU.S.IndustrialOutlook(atreferencedesk)-TheDisclosuredatabase-ValueLineInvestmentSurvey(atreferencedesk)-Moody’sIndustrialManualsNOTE:LIBRARYRESEARCHTIMESHOULDNOTEXCEED15%OFTHETOTALTIMEYOUTAKETOPREPARETHECASE66D.MajorCompanyObjectivesThissectionshouldincludeabriefstatementofthecompany’slong-termobjectives.Objectivesshouldbespecificandquantified.Timeframeforcompletionshouldalsobeidentified.Short-termobjectivesarenotincludedhereandwillbeincorporatedinyourrecommendationssection.Long-termobjectivesshouldinclude(ataminimum):1)Asalesgrowthobjective(%)2)Aprofitobjective(%ofsales)3)Amarketshareobjectivefortheprimarybusiness.Longtermgoalsarefiveyeargoalsintothefuture(fromthedataofthepresentation).77SECTION2–INDUSTRYANALYSISA.DefinitionofIndustryThedefinitionshouldmakeclearwhatproductmarketsdefinetheindustry.Definitionsshouldclearlydistinguishrivalsfromsubstitutesinthefiveforcesanalysis(PartCbelow).Beveryprecise.B.IndustryCharacteristicsMarketSize(annualsalesrevenueorunits)ScopeofCompetitiveRivalry(geographiclimits)MarketGrowthRate(stateasapercent)StageinIndustryLifeCycle(emerging,growth,mature,declining)NumberofCompaniesinIndustry(numberandconcentration)Customers(numberandcharacteristics)DegreeofVerticalIntegration(breadthanddepth)EaseofIndustryEntry(identifyentrybarriers-see5forces)EaseofIndustryExit(identifyexitbarriers-see5forces)Technology/InnovationTrends(speed,size,consistency)ProductCharacteristics(degreeofstandardization)ScaleEconomies(ifpossible,quantifyminimumefficientplantsize)ExperienceCurveEffectsCapacityUtilization(quantify)IndustryProfitability(quantify–ROA,PM)StabilityofDemandGrowthPot