战略管理03-内部环境分析(竞争优势)

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1、ChapterThreeInternalAnalysis:DistinctiveCompetencies,CompetitiveAdvantage,andProfitability“InpreparingforbattleIhavealwaysfoundthatplansareuseless,butplanningisindispensable.”-DwightD.Eisenhower©RoyaltyFree/Stockdisc/GettyImages2InternalAnalysisincludesanassessmentof:Quantityand

2、qualityofacompany’sresourcesandcapabilitiesWaysofbuildinguniqueskillsandcompany-specificordistinctivecompetenciesInternalAnalysisThepurposeofinternalanalysisistopinpointthestrengthsandweaknessesoftheorganization.Strengthsleadtosuperiorperformance.Weaknessesleadtoinferiorperforma

3、nce.Buildingandsustainingacompetitiveadvantagerequiresacompanytoachievesuperior:EfficiencyQualityInnovationsResponsivenesstocustomers3InternalAnalysis:StrengthsandWeaknessesInternalanalysis-alongwiththeexternalanalysisofthecompany’senvironment-givesmanagerstheinformationtochoose

4、thestrategiesandbusinessmodeltoattainasustainedcompetitiveadvantage.StrengthsOftheenterpriseareassetsthatboostprofitabilityWeaknessesOftheenterpriseareliabilitiesthatleadtolowerprofitability4InternalAnalysis:AThree-StepProcessUnderstandtheprocessbywhichcompaniescreatevalueforcus

5、tomersandprofitforthemselves.ResourcesCapabilitiesDistinctivecompetenciesUnderstandtheimportanceofsuperiorityincreatingvalueandgeneratinghighprofitability.EfficiencyQualityAnalyzethesourcesofthecompany’scompetitiveadvantage.Strengths–thataredrivingprofitabilityWeaknesses–opportu

6、nitiesforimprovementInnovationResponsivenesstoCustomers5CompetitiveAdvantageCompetitiveAdvantageAfirm’sprofitabilityisgreaterthantheaverageprofitabilityforallfirmsinitsindustry.SustainedCompetitiveAdvantageAfirmmaintainsaboveaverageandsuperiorprofitabilityandprofitgrowthforanumb

7、erofyears.ThePrimaryObjectiveofStrategyistoachieveaSustainedCompetitiveAdvantagewhichinturnresultsinSuperiorProfitandProfitGrowth.6ProfitabilityintheComputerIndustry,1998-2003Dellhasachievedasustainedcompetitiveadvantageoveritsrivals.DataSource:ValueLineInvestmentSurvey7Strategy

8、,Resources,Capabilities,andCompetenciesFigure3.