Strategic Management

1
Chapter 4
Strategic Management
2
??????? ?????????Learning Objectives
????? ??????? ???????????? ????????
??
????? ??????? ????????????
???????? ???????????? ????????
3
??? ???? ??????????
??? ???? ?????????? Strategy ?? ?????? ?????????
Strategos ????? ????? ( ???? ?????).
4
????? ????? ????? ??????? ???????????? ?

• ????? ??????? ?????? ????????? ?????? ???????
  ????????? ???????(???? ???????? ????????)? ???
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  ???????? ?????? ??????? ?????? ?????? ??????
  ???????? ???????? ?? ?????? ??????.

5
??????? ????????????

• ?? ??? ???? ????? ???? ????? ?????? ????????
  ????????.
• ??????? ?????? ?? ??????? ???? ????? ?? ????
  ????? ?????? ??? ?? ?????? ????? ???????
  ????????????.

6
??? ??? ?? ???? ???????? ???????????? ?? ?????
??????? ????????? ?? ?????? ???????? ?????
??????? ??????? ?? ????? ??????? ????????? ((
?????? ?????? )) ????? ?????? ?? ????? ???? ?????
??? 1962 ? ??????? ????????? ??????? ?????? ??
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??????? ?????? ?? ????? ????? ??????? ?????????
????? ???? ????? ??? ???????????? .
7
(No Transcript)
8
(No Transcript)
9
1
10
Definition of Strategic Management
2
??????? ???????????? ?? ?????? ?? ???????? ??????
???????? ???? ???? ???? ?????? ??????? Vision
Mission ?? ????? ?????? ?? ??? ??????? ?????????
Competitive Advantage ????? ??? ??????? ?? ????
????? ??????? ?????? ????? ?????????? ???????
Threats Opportunities  ????????? ?????? ??????
???????? Strengths Weaknesses  ?????? ???????
??? ????? ??????? ???????? Stakeholders
11
? ???? ????? ??????? ???????????? ? ??? ????
???? ??????? ?
12
????? ???????? ??????? ???? ????? ???????? ????
1500 ????? ?? ?????? ??????? ????????? ??? ??
??????? ???????????? ???? ??? ?????? ??????
??????? ?????? ??? ????? ?????? ???????
?????????? ?? ????? ?????? .... ??? ?? ???????
???? ?????? ?? ??? ????? ????? ????? ???????
???????????? ..??
13
?? ??? ??????? ????? ?? ????? ?????? ????????????
???????? ????????? ??? ??????? ?????? ??????
.. ???????? ????? ?????? ??? ???? ????? ???? ????
?? ???? ???????? ?? ??????? ???????? ??? ?????
????? ???????? .
14
1/ ????? ?????? ???? ?????? ???? ??? ????? ???
??????? ?? ????? ?????? ??? ?????????? ????
?????? ??????? ?????? ??????? ?? ????? ???? ?????
?? ????????? ?? ??? ??????? ??? ?? ???? ??? .
2/ ????? ????????? ???????? ??????? ???? ??? ???
??????? ????? ????? ???????? ??????? ?????????
?????? ?????? ????? ??????? ?????????? ????
????????? .
15
3/ ??????? ??? ????? ??????? ???????? ??????? ??
??????? ????? ??????? ????????? ?? ???????
??????? ????? ??????? .
4/ ????? ????? ??????? ???? ???????.
5/ ????? ????? ??????? ???? ??????? ????????? ???
???????? ????? ?????? ?????? ????? ?????? ?????
??? ????? ????? ????????? .
16
????? ??????? ????????????
? ???? ????? ??? ????? ???? ??????? ?? ?? ???? ??
????? ????? .
17
? ???? ???? ??? ????? ?????? ??????? ????????
???????? ?????? ??? ???? ????? ??????? ????
??????? .
? ??????? ???????????? ???? ??? ??????? ??????
???????? .
? ????? ??????? ???????????? ??? ????? ????????
???????????? ???? ?????? ?? ??????? ??? ?????
????????? ???? ????? ??? ??????? .
? ??? ??????? ???? ??????? ???????????? ??? ????
?? ???????? ??????? ???? ????? ??? ??? ?????
??????? .
18
?????????????????????????????
??????? ?????
??? ???????? ????????
??????? ?????? ?? ??? ????? ?????? ????????
????????
19
??????? ????? ?? ????? ???? ????? ???????? ??
????? ??????? ???????????? ?? ???? ????? ???
?????????? ???????? ??? ??? ?? ??????? ??? ?????
????? ?????? ??? ???? ?????? ????? ??????? ??? .
20

• ??? ???????? ????????
• ??? ?? ??? ????????? ?? ????? ????? ???????
  ????????? ?????
• ?? ??????? ?? ??????? ???????? ???????????? ????
  ??
• ?????? ????? ??? ??? ????? ???????? ?????????????
  ??? ????
• ?? ???? ?????? ???? ?? ?????? ????? ???????? ??
  ???????? .

21
??????? ?????? ?? ??? ????? ?????? ?? ???????
???????? ??? ????? ???????? ??? ???? ?????
??????? ?? ????? ????? ?? ???? ????????? ??
???????? ?? ?????? ????? ???????????? ?? ????
??? ???? ??????? ???????? ???????? ????????
??????? ???? .
22
? ??? ?? ????? ??? ??????? ??????? ????????
?????????????
23
????? ??? ??????? ??????? ? ??????? ????????????
??????? ??????? ???? ???????? ?? ?????? .
??????? ???????????? ???? ??? ?????? ???????
???????? .
?????? ??????? ???????????? ?? ???? ?? ??????
?????? ??? ?? ??????? ??????? ??????? ????? ???
??? ???? ???? ???? ????? ?? ???? ????? ??????
??????? .
24
?? ??????? ?? ??? ????? ?????????????
25
??????? ??????????? ?? ???? ??? ????Top-down
Planning

• ????? ??????? ?????? ??????? ??? ??????? ??????
  ???????????? ???? ????.

??????? ??????
??????? ?????? ????????????
????????
26
??????? ??????????? ?? ???? ??? ????Button -Up
planning

• ????? ???????? ??????? ????? ??????? ??????
  ?????? ??????? ??? ??????? ?????? ???????? ?????
  ?????????.

??????? ??????
??????? ?????? ????????????
????????
27
????? ??????? ?? ???? ???? ????? ?? ????Goals
down- Plan up planning

• ????? ??????? ?????? ??????? ??? ??????? ????????
  ?? ???? ???????? ???? ?????? ????? ?????? ???????
  ????????.
• ?????? ????? ?????????.
• ????? ???? ???? ??????? ?? ??????.

??????? ??????
???????
?????
????????
28
The Strategic Management Process
29
??? ??????? ???? ??? ????? ????? ???????
???????????? ?? ????? ?????
30
????? ????? ??????? ???????????? ????? ?????
?????? ??? ?? ??? ??????? ????? ?? ?????
31
??????? ???????? ??????
1/ ?????? ???????? ?????? ????? ?????????? ????
??? ???? ????? ??????? ????? ?????? ????? ???
????? ??? ??????? ?????? .
2/ ?????? ???????? ?? ????????? ???? ??? ????
??????? ????? ?????? ???? ???? ??? ??? ????
??????? ???????? , ??? ?????? ???????? ???????? .
32
????????? ???????
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(?????????) ????? ?????? ??????
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???????
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????????
????? ????????-?????????
????? ???????????
33
Threats
Opportunities
Strengths
Weaknesses
34
?? ???? ????? ??????? ??????? ?????? ??
????? SWOT

• ???? ????? ???????? ?? ?????? ???????? .
• ???? ????????? ???????? ?? ?????? ????????.
• ???? ???? ????? ???????? ??? ??????? (?????
  ???????) .
• ???? ???? ????? ???????? ??? ??????? .

????? ??? ??? ???? ????? ??????? ???????
35
???? ??? ????? SWOT
36
????? ???????????? Strategy Formulation
????? ???????????? ???? ??? ????? ??? ????? ?????
?? ??? ?? ????? ??????? ?? ????? ????? ??????
????? ??? ??????? / ????? ?????? ???? ?????
??????? ????? ????? ?????? ???? ???? ???
. ??????? / ?? ??????? ???????? ???????? ??
?????? ??????? ??????? . ????????????? / ???
????? ???? ??? ???? ??????? ????? ???????
???????? . ???????? / ???? ?????? ?? ??????
?????? ????? ???????? ???? ??????? .
37
??? ???? ?????? ??????? ???????? ????????????
??? ?? ??? ????? ?? ?????? ??? ?????? ?? ?? ????
???
38
????? ?????? Vision

• ??????? ??????? ?????? ??? ??? ?? ????
• ???? ????? ?? ?????????
• ???? ?????? ?? ??? ???? ???? ???????.
• ????? ?? ????? ???????? ?????? ??? ??? ?????
  ????? ????????.
• ?????? ????? ????? ????? ?????? ????? ????
  ?????. ?? ????? ?????? ????????? ??????? ???????
  ???????? ??????.

39
?????? ???? ???? ..........
40
????? ??? ??????

• ??? ????? ????????? ????? ??? 2010
• (?????? ?? ????? ????? ???? ??????? ????????? ???
  ??????? ???????)

41
????? ????? (????) ??????? Mission

• ?? ????? ??????? ??? ??????? ??????? ???????
  ?????.
• ?? ??????? ???? ???? ???? ??????? ?????
  ?????????????.
• ?? ????? ?? ?????? ?????? ?? ?? ??? ??????? ?
• ?? ???? ???? ??????? ????? ???? ?? ???? ???
  ?????? ????? ??? ??????? .

42
???? ??????? ????? ???????

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?? ????? ??? ?????? ???????

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• ????? ???? ?????? ?? ??????? ???? ??????
  ????????.
• ??????? ???? ?????? ???? .

43
?????? ???? ????? ..........
44
????? ??? ???????

• ???? ???????? "???? ?????? ??? ???? ????????
  ??????? ?? ????? ???????? ??? ?????? ???????
  ????? ????? ??????? ?? ??? ?????? ??? ?????
  ?????? ???????? ???? ???????? ???????? ????? ???
  ?????? ?????? ?????????? ?????? ??????? ??????"
• ????? ???? IBM ?? ???? ?????? ?????? ?? ??????
  ???? ???? ???????? ??? ??????? ???????
• ????? ??????? ?? ??? ???? ?? ????? ?????????

45
????? ????? ?????? ???????

• ????? ?????? ??????? ????? ???????? ???? ????
  ????? ??? ?? ???? ?? ?? ???????? ???????? ?????
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  ???????? ?? ??? ?????? ???? ?????? ????????.

46
 
????? ??? ????? ???????  
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47
??? ?????? ????????????
48
??? ??????? Objective Determination

• ???? ????? ?? ???????? ??? ????????? ?????
  ????????
• ?????? ?????????? ??????? ??????????.
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• ????? ???? ???????.

???????
49
?????? ??????????
50

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  ??????

??????????

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• ????????? ?????????
• ???????? ????????
• ?????????
• ???? ????? ???????

51

• ????? ?????????? ??? ????

??????????

• ???? ???????? / ??????? ???? ?????? ???????
• ????? ????? / ?????? ????? / ????? ????? ????? /
  ????? ??? ??????? /??????? ????? ???????????
• ??????? ?? ?????? ???? ????? ???? ??????? ???
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• ????? ????? ??????? ??????? ?????? ?????? ?????
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• ????? ?????? ??????? (EMAGE) ?? ??????? ???
  ?????????? ???? ???? ??? ????? ??????? ???? ???

52
?????? ?????????????
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53
?????????? ????? ???????
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??????? ??????? ????????????
????????? ???????
54
Levels of Organizational Strategy
55
????? ????????????
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56
??????? ???????????? ??? ????? ???????Corporate
Level

• ?? ??? ??????? ??? ????? ??????? ???? ???? ?????
  ??????? ???? ?????? ?? ???????? ?????? ? ????????
  ??? ????? ? ?????? ??????? ??? ? ? ????? ???????
  ??????? ?????? ??????? .

57
????? ????????? ???????
?????????? ????? Growth
?????????? ????????? Stability
Renewal ?????????? ?????? ?? ????????
58
??????????? ??????Growth

• ???? ?????? ??? ????? ??????? ?????? ??????
  ??????.
• ???? ??????? ?? ??????? ??????? ??????? ???
• ????? ????? ???????? ????????.
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• ????? ??? ??????? ?????.
• ??????? ??????????? ?????? ?????
  ???????.
• ??? ??? ????????? ??? ????? ???
  ????????.

?????
59
?? ????????????? ??????? ????? ?? ???

• ?????????? ??????? ????? ?????? ?? ????? ????
  ?? ?????? ????? ?? ???????? ?? ???? ????? ?? ???
  ????? ??????? ?????. ?? ??????? ??? ????? ?????
  ?? ?????????? ?????? ???????.

.?????????? ??????? ????? ????? ?????? ????? ??
????? ????? ????? ?? ???????? ???????
60
????????Renewal
???? ????? ??? ???????? ?? ??????? ??????? ??
???????? ???????.
??? ?????? ??? ????????????? ?? ??????? ???????

• ????? ?????? ?????????? ??? ???? ??? ?????
  ?????????? ???????.
• ??? ??????? ??????? ???????? ?????????.
• ???? ??????? ?? ?????? ????? ????? ??????? ??
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• ???? ?????? ???? ????? ?? ????? ???? ?? ???
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61

• ?? ???? ?????????? ???????? ??? ??????? ???????
• ?) ?????????? ????? ??? ???????? .
• ?) ?????????? ????????? ????? ???? .
• ?) ?????????? ?????? ????? ???.
• ?) ?????????? ??????? ???? ?????? .

62
??????? ??? ????? ???????????? ?? ?????????
Stability

• ???? ??? ??? ???????????? ?????? ?????? ?? ??????
  ?? ???? ??????? ???? ??????? ???? ??? ????? ??
  ??????.
• ???? ?????? ??? ????? ?????? ???????.

63
??????? ???????????? ??? ????? ?????
???????Business Level

• ???? ??????? ???????????? ?? ??? ??????? ?????
  ?????????????? ???? ??? ???? ???? ???? ???????
  ??? ????? ???????? ???????

64
????? ????????? ????? ???????
?????????? ???????
?????????? ???????
?????????? ??????? ?? ???????
65
?????????? ??????? ????????( Differentiation
Strategy)
66
?????????? ????? ??????? ( Cost Leadership
Strategy)
67
?????????? ???????( Focus Strategy)
68
??????? ???????????? ??? ???????
???????Functional Level

• ???? ??????? ???????????? ?? ??? ??????? ?????
  ?????????????? ??????? ?????? ??????? ??????? ??
  ??????? ???????? ????????( ????? ??????????
  ??????? ????????)

69
?????? ????????
??? " ?????? ?? ??????? ???????? ???? ???? ???
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?????? ??? ???????? ?? ????????? ???????? ???
????? ???????? ????????? ???????? ?????? ???????
"
???? ?????? ???????? ??? ???? 80 ??? ???
70
????? ????? ????? ??????????
????? ??? ??????? ?? ??? ??????? ???????? ???????
????? ???? ??? ???? ???????? ??????????? ????
????? ????? ?? ?????? ?? ????????

• ????? ??? ??????? ?? ??? ???????
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  ????????.

71
??????? ????? ????? ?????

• ??????? ?????

??????? ??????
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??? ?????? ??????.
???? ????? ?? ????? ???? ???? ????? ????????
???? ????? ????? ?????? ????? ??? ??????
??????.
72
????? ???????? ????? ????? ?????
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?????? ???????? (??? ?????)
?????
?????
?????
???? ??? ?????
???? ??? ?????
?????
?????
?????? ???????? (??? ?????)
?????
?????
73
????? ???????????? Strategy Implementation
???? ??? ??? ????????????? ????????? ???? ???????
?? ???? ????? ??????? / ??? ???? ??????
???????? ???????????? . ????????? / ??? ?????
??????? ?? ??? ???? ?? ???? . ????????? / ????
??????? ????????? ???? ???? ?????? ????? ?????
???? ????? ??????? ???? ??? ?????? ??? ??????
????? ??????? .
74
????? / ????? ???????????? Strategy
Implementation
???? ??

• ?????? ?? ????? ???????????? ?? ???? ?????? ??
  ???????.
• ????? ???????????? ????? ??? ????? ????? ????????.

75
????? ????? ?????

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  ?????? ???????.
• ?????? ??????? ???????? ???? ??? ?????? ?????
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• ?? ???? ?? ????? ???????????? ???? ???? ?????
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• ???? ?? ???? ???????? ??? ??? ????
• ?? ???? ???????... ???? ???? ????? ?????? ??
  ??????? ?? ??? ?????

76
???? ????? ???????????? ????? ???? ???????
??????...

• ?? ?? ??????? ??????? ?????? ??? ???????
• ????? ????? ???? ???? ?????? ???????
• ??????? ??? ???? ???????? ?????? ????????
• ?????? ???? ????? ???????
• ?????? ??????? ??????? ???????
• ?????? ??? ????? ?????

77
??? ???????? ??? ????

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• ??? ?? ????? ??????? ???????? ???? ??????????
  ????????
• ????? ??????? ????????? ??????? ?? ??? ??????.

78
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79
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????? ?? ?? ???????? ??????? ????? ???????
80
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81
??????? ????????
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????? ????? ????? ????? ????? ????????.
82
????? ??????? ????????
1
2
3
4
5
83
??? ??????? ???? ??? ????? ????? ???????
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84
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