Situation Analysis Strategy and Value ??Value Created –willingness to pay –costs of providing good or service Value Captured WTP Value Created Price Value Capture Cost 31 形势分析： 战略与价值 愿意支付的价值 (WTP) ??创造的价值 –意愿支付的价值 –提供货品或服务的成本 获得的价值 创造的价值 价格 获得的 价值 成本 32 Situation Analysis Types of Competitive Advantage Buyer value generated (willingness to pay) Costs incurred (including opportunity cost of capital) $ Industry average competitor Successful differentiated competitor Successful low-cost competitor Competitor with dual advantage 33 形势分析： 不同类型的竞争优势 创造的买房价值（意愿支付的价值） 产生的成本（包括资本的机会成本） $ 行业中一般 竞争者 成功的差异化 成功的低成本 具双重优势的竞争者 竞争者 竞争者 34 Situation Analysis Value Chain – Competitive Advantage and Activities Firm Infrastructure (e.g. Financing, Planning, Investor Relations) Human Resource Management Support Activities (e.g. Recruiting, Training, Compensation System) Technology Development (e.g. Product Design, Testing, Process Design, Material Research, Market Research) M a r g i n Procurement (e.g. Components, Machinery, Advertising, Services) Value What buyers are willing to pay Inbound Logistics (e.g. Incoming Material Storage, Data Collection, Service, Customer Access) Operations (e.g. Assembly, Component Fabrication, Branch Operations) Outbound Logistics Marketing & Sales After-Sales Service (e.g. Installation, Customer Support, Complaint Resolution, Repair) (e.g. Order (e.g. Sales Force, Processing, Promotion, Warehousing, Advertising, Report Trade Shows, Preparation) Proposal Writing) Primary Activities ?Companies are collections of discrete activities, in which competitive advantage resides 35 形势分析： 价值链 – 竞争优势和活动 公司基础设施 (如融资, 规划,、投资者关系） 支持性活动 人力资源管理 (如招聘、培训,、薪金系统) 科技研发 (如产品设计、测试、程序设计、材料研究、市场研究）, 采购 (如零件、机器、广告、服务） 进料后勤 (如材料储存、数据收集、服务、客户接入） 生产 (如组装、组件制造，分支运营) 发货后勤 (如订单，仓储、报告准备） 销售 售后服务 (如销售队伍、(如安装、客户利 促销、广告、服务、投诉处展销会， 理、维修） 润 编写计划书） 边 际 价值： 除去成本购买人愿意付的价格 基本活动 ?公司的竞争优势寓于分别独立的活动 ? 2002 Jan W. Rivkin 36 ? 2009 Ramon Casadesus-Masanell 37 38 Size and Scope of Wal-Mart One of the world’s largest firms in terms of sales revenue World’s largest private employer (more than 2.1 million employees) Bigger than Kmart, Sears, JC Penney, and Target combined! Serves more than 100 million customers per week Became largest grocery retailer in the US in only six years Have the nation’s second largest computer (behind Pentagon) to support their logistics operations Broadcast more live television than any US broadcast network $1000 invested 30 years ago would be worth more than $1.4 million today! ? 2009 Ramon Casadesus-Masanell 39 沃尔玛的规模与经营范围 世界上销售额最大的一家公司 世界上最大的私营雇主（员工超过二百一十万人） 比 Kmart, Sears, JC Penney, 和 Target 加起来还大！ 每周服务的顾客超过一亿 仅在六年内就成为美国最大的百货零售商 为支持物流运作，电脑数量居全美第二，（仅次于美国国防部） 现场直播的电视节目数量超过任何一家美国广播网 三十年前一千美元的沃尔玛投资，今天的价值超过一百四十万美元！ ? 2009 Ramon Casadesus-Masanell 40
战略 整合(哈佛商学院) (1)
