My job is to make sure the

1
(No Transcript)
2
???? ????? ????? ??????? ?????? ?????? ???
????????? ????????? ????? ???? ???? ????????
???? ??? ????????? ????????
????????
???? ???? ???? ???? ???
????
???? ??? ??? ???? ????
????? ?????
??? ?????? ??? ????
????
???????? ???? ???? ????? ????
???? ???? ????1382
3
1- ?????? 2- ???????
4

My job is to make sure the


strategy
company has a
and that
everybody follows(1)
it
.


Kenne
th H.olsen

Former CEO. Digital Equipment Corporation


1


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












5
Without a strategy the organization is like a
ship without a rudder (1). Joel roses and Michael
kami
?? ?????? ???? ???????? ?????? ???? ???? ?????
??? .
1- ??????? ? ???? ?
6
?? ????? ?? ??? ??????? ????? ????? ???? ?? ??
??? ??????? ????.
7
A strategy is a commitment(1) to undertake(2)one
set Of actions rather than another. ????????
????? ?? ??????? ?? ?? ???? ????? ?? ??? ?? ???
?? ?? ????? ?? ???? ?? ???. 1-??????.2-?? ????
?????
8
(No Transcript)
9
(No Transcript)
10
Strategic management is not a box of tricks(1) or
a bundle(2) of techniques . It is analytical (3)
thinking and commitment(4) of resources to action
. Peter drucker
1- ??????? 2- ???? ??????? 3- ?????? 4- ????
11
A companys strategy is
The game plan management is using to
stake(1) out a market position, conduct(2) its
operation, attract(3) and please customers,
compete successfully, and achieve organizational
objectives.
???????? ?? ???? ??????? ?? ? ?????? ?????? ???
?? ???? ???? ???? ?????? ?? ??????????? ?????? ?
??? ? ????? ??????? ? ????? ?????? ????? ???
????? ??????? ??????? ?? ??? .
1- ???? ???? ? ?? ??? ??????? ???? 2- ?????????
3- ??? ????
12
???? ???????? ?????? ???? ?? ???? ????? ???
???? ? ???? ??? ???? ?????? ?????? ? ???? ????
???? ????? ??????? ?? ??? ?????? ????? ?? ?????? .
1- ????? ???? ???? ? 2???? ??? 3- ????? 4-
????? ??????? 5- ??? ????
13
Crafting(1),implementing(2), and executing(3) a
strategy are top priority(4) managerial tasks
for two very big reasons(5).
?? ?? ???? ???? ???? ????????????? ? ?????? ????
?? ???????? ????????? ???????? ? ????? ??????? ??
???? .
1-????? 2-?????? 3- ??????4- ??????5- ????
14
There is a compelling(1) need for managers to
proactively(2) shape how the companybusiness
will be conducted .
1- ?????? 2- ????? ???
15
There is an equally(1) compelling need to
mold(2)the efforts(3)and decisions of different
division, departments,managers, and groups into a
coordinated(4), compatible(5) whole.
1- ?? ??? ????? 2- ?? ???? ??????? 3- ???? 4-
?????? 5- ?????
16
All the action being taken in different parts of
the business RD,design and engineering,
production, marketing, customer service, human
resources, information technology, and finance(1)
need to be mutually(2) supportive(3).
???? ?????? ??? ???? ????? ?? ???? ??? ????? ??
??? ? ??? ????? ?????? ? ????? ? ????? ? ??????
? ????????? ? ????? ??????? ? ????? ???????
???????? ???? ??? ? ?????? ????? ??????? ?????
?????? ?? ???? .
1- ?????? ????? 2- ??????? 3- ????? ?????
17
Absent(1) a purposeful strategy for the entire(2)
enterprise(3), managers have no
1.overarching business rationale(4) for
molding(5) the actions initiated (6)across the
organization into a cohesive(7) whole(8)
???? ?? ???????? ?????? ???? ?? ?????? ????? ??
??? ?????? ???????? ???? ?? ???? ?? ????? ??????
??? ???? ??? ?? ?????? ????? ?? ???? ????? ??????
?? ??????.
1- ???? 2- ?? ??? 3- ?????? ?????4- ??????????5-
???? ? ????? 6- ???? ???? 7- ?????? 8- ???? ?????
18
Absent a purposeful strategy for the entire
enterprise,managers have no
2.Underlying(1) business basis for uniting
cross-department operations into a team effort,
???? ?? ???????? ?????? ???? ?? ?????? ????? ??
??? ?????? ? ?????? ????? ???? ??????? ????
?????? ??? ?????? ?? ?? ???? ???? ?? ??????
1- ????? ? ?????
19
Absent a purposeful strategy for the entire
enterprise,managers have no
3.Coscious(1) business model for generating(2)
profits(3).
???? ?? ???????? ?????? ???? ?? ?????? ????? ??
???? ?????? ?????? ?????? ???? ????? ??? ??
?????? .
1- ???? ??????2- ???? 3- ????? ??????
20
The most trustworthy(1) signs(2) of good
management are 1.Good strtegy 2. good strtegy
execution
????? ???? ????? ??? ?? ?????? ??? ??????? ??
1- ????? ???????? ??? 2- ????? ??? ?? ????????
1- ????? 2- ????? ??
21
The essence(1) of good strategy making is to
build a market position strong(2) enough and an
organization capable enough to produce successful
performance despite(3) unforeseeable(4)
events(5), potent(6) competition, a rash(7) of
delays(8),or cost surprises.
?? ???? ????????? ??? ???? ??? ???? ?????? ????
?????? ??? ???? ?? ????? ??? ??? ?????? ? ???? ??
???????? ??? ???? ????? ?????? ????? ?? ????? ?
?????? ??????? ???? ????? ?????? ?????? ???? ??
??? .
1- ????? ???? 2- ??? 3- ?? ???? ????? 4- ??? ????
??? ???? 5-???????? 6- ???? 7- ???? 8- ?????
22
Microsofts business model
Sell proprietary(1) code and give service away
free
???? ?? ??? ??????? ? ????? ????? ????? ??????
1- ???????
23
Redhat linuxs business model
Give software away free and charges users for
Technical support
????? ??? ????? ????? ?????? ? ???? ???????
??????? ?????? ????? ???
24
(No Transcript)
25
1
-






Evaluating(8)
The Five Tasks
Of Strategic Management


performance(9) and
(1)


Reviwing(10) new



developments and
??? ????? ???? ?????? ???????


initiating(11) corrective(12)













Implementing (6)

djustments(13)


and
















and Executing

Executing(7) the













the strategy

strategy




Crafting
g
















Setting
1
-
???? ????? ? ?????
2


???

????

??????
3
-
???????
4


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


????? ? ?????? ? ??? ????
6


???? ??? ???? ??
7


???? ????
8


??????? ????


9


????? ????
10


???? ???? ? ???? ????
11


??????? ? ????????
12


????? ?????
13


????? ? ????? ? ?????
14


???? ????
15


??????
????? ? ??????
16



objectives





Setting

(4)

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

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



objectives



-
The boundaries are Conceptual

not real

Developing a strategic

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











-
All of managers are involved in

VISION (2) AND











strategy
-
making and Implementing
ng

MISSION(3)








26
The five task(1) of strategy
management 1-Forming a strategic vision(2) 2-
Setting objectives 3- Crafting 4- Implement
executing 5- Evaluating performance(3)
initiating(4) corrective adjustments(5) ??? ?????
???? ?????? ??????? 1-??? ???? ?? ???
????? 2-????? ????? 3-?????
4-????? ???? ??????? ???? 5-1?????? ?????
???? ????? ?????? 1-????? 2-??? ?????
3-?????? 4-???? 5-?????
27
(No Transcript)
28
First Task of Strategic Management


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

Developing Vision and Mission






????? ???? ?? ?????? ???????? ???????
Answering to this question

What are we trying to do or become?


Alavi Rad

SEP.2002
Strategic Management

1/1/1





1

Strategic Management Process

29
(No Transcript)
30


Effects
of having a good
strategy
(1)



-



-

-
Indicates
the company's character
.

(2)
(3)

-

-
Develop Clear

and big picture of where the company
(4)



.

needs to be headed
over the next 5
-10 years
-
(5)


-
Prepares
a Company for the
future
-


(6)
1


????



2


???? ????



3


?????? ???
?



4


???? ? ????



5


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



6


????? ????

Alavi Rad

SEP.2002

Strategic Management

1/1/1





1

Strategic Management Process

31
Mission
Vision

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












????

???











???? ?? ?????? ?? ?????? ?????? ?? ??? ?? ?????
??? ?? ???? / ??????? / ?????
??? ????? / ????? / ????? ?????
/








1- ???????? ? ?????? ?? ???? ?? ??? 2- ?????? ??
????? ?? ??? 3- ????? ? ??? ??? ?? ?????? ??
???? 4- ???? ??? ?? ?? ?? ?????? ?? ?? ?????
???? ?? ??? 5- ????????? ?? ?? ???? ??? ???? 6-
?? ????? ???? ????? ? ????? ???? 7- ???? ??? / ??
???? ?? ??? ????? ???? 8- ???? ???? / ??? ????
9- ??? ????
1

-
?????? ??????? ????
.



-
.

1- ????? ?????? ???? 2- ????? ???????? 3- ??
????? ???? 4- ????? ????? ?? ??? ?? ? ???
????????



2

-
?.


2
-
.

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


3

-
?.


-
.



4

-
?.


4

-

??????? ????




5
-
?.




6
-
?.

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








8

-
/



9
-
.


Alavi Rad

SEP.2002
Strategic Management



1

Strategic Management Process

32
The difference between a vision and mission
Visionwhere we are going? Mission(1)who we
are and what we do. Most companies
include(2) in their annual(3) reports.
What types of customers(4) it serves
??? ??? ??? ????????????? ??? ????? ?? ???
?? ???? ??????? ?? ????? ??? ????? ?? ?????
????? ?????? ??? ?????? ?? ???????
????? ?? ???. 1-?????? ??????? 2-????
3-?????? 4-?????
33
Vision portrays(1) a company,s future
business(2)
scope(3)(where we are going?)
Mission describes(4) its present business
scope(who we are and we do). ???
??????????? ??? ????????? ?? ???? ???? ????? ??
???. ????????????? ???? ??? ?????? ???? ???????
?? ??? 1-?? ?????????? 2-??? ???? 3-??????
4-????? ????.
34
Vision where we are going? and,giving
specifics(1) about its future
business plans. and,points(2) an
organization in particular(3) direction.(4) 1-???
?? 2-????? ????? 3-??? 4-???? ???
????? ?? ????? ?????? ?????? ??????? ????
???? ??? ???? ????? ?????. ?????? ??????
???? ????? ??????.
35
Examples of strategic visions company
mission statements ???????? ????? ?????????
??? ??? ??????? ??????
36
INTEL Our
vision Getting)1) to a billion connected(2)
computers worldwide, Millions
of servers,and trillions of dollars of e-
commerce.(3) 1-????? 2-??????
3-????? ??? ??????? ????? ?? ?????? ??????
???????? ????????????? ????? ????? ???????? ????
?????
37
intel,s core mission
Spurring(1) efforts(2) to make the internet more
useful . ??????? ???? ???? ????? ?????????
???? ???? ??????? ?????????????? 1-?????????
2-????
38
MICROSOFT CORPORATION For
years,one vision was a computer on every
desk every home. ???? ?????????
???? ???????? ????????? ??? ???
???????? ???? ??????? ????????
39
But the emergence(1) of the internet
handheld(2) to broaden its Vision
Empower(3) people through great
software(4)anytime, anyplace on any
device. 1-???????? 2-????????????
3-?????????? 4-??? ????? ????????????????
????????????? ?????????? ?? ???? ????????
????? ?????? ??? ???????? ????
40
AVIC RENT-A-CAR Our
business is renting(1) cars.our mission is total
customer satisfaction.(2) 1-?????
???? 2-????? ??? ??????????? ???? ?????
???.??????? ??????? ??? ???????
???.
41
AMERICAN RED
CROSS Mission - to improve(1) the quality of
human life(2) - to enhance(3) self-reliance(4)
- concern(5) for others. - ????? ?????
????? ? ????? - ????? ?????? - ???? ??
????????? 1-????? 2-????? ?????? 3-?????
???? 4-?????? 5-???? ????
42

EASTMAN KODAK We are in the picture(1)
business ??????? ??????????????.
1-?????
43
RITZ-CARLTON HOTELS Our highest
mission is - comfort(1) of our
guests.(2) - We pledge(3) to provide(4) the
finest personal

service(5) - facilities(6) for our guests.
-????? ??????? ???. - ?????? ?? ?????
???????? ????? ???? - ??????? ???? ???
??????? 1-????? 2-????? 3-????? 4-?????
???? 5-???? 6-???????
44
Examples of company Mission Vision Statements


????? ???????? WWW. HARLEY-DAVIDSON .COM
??????? ?????? MISSION STATEMENT ?? ??? ??? ????
?? ????? ??? ????? ??? ? ???? ????? ???? ??? ???
?? ?????- ???????? ?? ???? ????? - ????? ??? ??
??? . ?? ????? ?? ??? ????? ?? ???? ??? ????? .
??? ????? ?? ???? ???? ??? ? ?? ?????? ?? ??
????? ?? ????? ??????? ??? ?? ?????? ?? ?? ??????
????? ?? ??? ?? ???? ? ??? ??? ???? ?? ?? ??
????? ?? ???? .





45
?? ???? ???? ??? ?? ??? ????? ?? ????? ?????
?????- ???????? ???? ?? ??? ???? ??? ?????? ????
?? ??? ??? ????? ?? ???? . ??? ????? ?? ???? ??
??????? ?????? ?? ???? ?? ??? ?? ???? ????? ????
??? ?? ?? ???? . ??? ??? ????? ??? ??? ?? ??????
??????? ??? ????? ????? ??????? ???? ????? ?????
????? ??? ????? ??????? ??? ?? ?? ???? ?? ??????
?? ?? ?????. ???? ????? ??? ???? ?? ?? ?????? ??
?? ?? ?? ?? ?????? ?? ?????- ????? ??? ????? ???
???? ?????? .
46
?????- ????? ??? ???? ????? ??? ??? ?? ???. ??
???? ???? ?? ????? ??? ???? ??? ? ?? ?? ?? ???
??? ??? ?? ??? ?????? ??? . ?? ???? ??? ?? ???
???? ?? ??? ??? ????? ?????? ???. ?? ??? ???? ??
??? ?? ????? . ???? ?? ??? ?????? ???? ????? ???
. ?? ???? ???? ??? ?? ??????? ??? ??? ?? ??? ???
???? ??? ??? ??? ??????? ? ?????? ???? ?? ???
???? ??? ?????? ????? ? ????? ????? ???? ??
?????? ?? ?? ??? ? ?????? ??? ??????? ???? ??
?????? ??? ?????- ????? ??? ???? ?? ??? ?????
????? . ?????????? ???? ??? ??? ?? ??? ????? ?
???? ?? ???? ? ????? ?? ???? ?? ????? .
47
??? ????? ?? ?????? ?? ???? . ?? ???? ??? ??? ??
?? ????? ??? ????? ????? ??? ?????- ???????? ??
??? ? ???? ?? ???? . ????? ????? ??? ?? ???? ????
?? ????? ? ?? ??????? ???? ?????? ?? ?????? ???
??????? ??? ?? ??? ?? ???? ??? ??? ? ?? ?? ???
??? ???? ??? ?? ???? . ?? ???? ????? ? ???? ???
????? ? ????? ?? ????? ?????? ? ?? ???? ????? ??
???? ??? ????? ?? ????? ?????? ?????-????? ??? ??
???? ??? ????? ? ???? ????? ?? ?? ??? ? ??????
?????-????? ??? ????.
48
????? ?????? ? ??? ??? ?? ( ???? ?? ???? ???
???? ) ?????? ???? ??? . ??? ?? ??? ???? ??? ????
?? ?? ????? ?? ?????? ? ?? ?? ?? ???? ? ???? ??
?????? ?????-???????? ???? ?? ????? ???? ?? ??
????? ???. ?? ???? ?? ?? ??? ?????? ? ???? ???
??? ????? ??? ?????? ?????.
49
??? ???????? ???? ???? ?????-???????? ?? ???? ???
?????? ?????????.???? ?????? ?????? ??? ?????
??????? ?? ?? ?? ???? ??? ?? ??? ????
(???????????????????? ??????? ???? ??????????
?????????? ??????)????? ????.?????-???????? ??
??? ???? ??? ?? ??? ?????? ?? ??? ??? ?? ?? ????
????? ??????? ?????? ???????? ???? ???? ???? ?
???? ??? ?? ????? ?????? ???? ????? ?? ????
?????? ???? ????.
50
?? ?? ????? ??? ??????? ???? ??? ????? ????? ???
???? ?? ??? ?? ??? ??? ?? ???? ???? ??? ????? ???
???????????? ??? ????? ?? ???? ???? ??? ???? ????
????? ???? ???? ???? ??? ???? ?? ??? ???? ?????
?? ???????? ?????? ? ??????? ????? ????????
?????? ? ???????? ??? ?????? . ?? ?????? ???
??????? ?? ????? ?? ???? ?? ?? ??? ????? ???????
??????? ?? ??? ???? ? ????? ???? ?? ??? ????? ???
???? ????? .
51
????? ???? ?????? ? ?????? ???? ?? ???? ???? ???
??????? ?? ?? ???? ?? ?? ????? ?? ????? ?? ?? ??
??????? ?? ??? ? ??? ????? ?????? ?? ????? ?????
? ????? ? ??? ???? ??? ????????? ? ???? ????? ???
?? ??? ???????? ???? ?? ???? . ??? ?? ?????
??????? ???? ????? ?? ????? ? ????? ????? ?
?????? ?? ??? ? ???? ? ?????? ?? ????? ? ?????
????? ?? ??????? ?? ?? ????? .
52
????? ?? ??? ? ?? ????? ????? ????? ??? ????? ??
?? ???? ???? ????? ? ?????? ?? ?? ???????? ?????
?? ???????? ?? ??? 1990 ????? ????? ? ???? ?????
. ?????? ?? ?? ??? ???? ?? ???? ??? ???? ???
????? ? ?????? ? ???? ??? ? ??????? ???? . ??? ?
?? ????? ?? ??????? ? ??? ?????? ???? ???? ?? ???
?? ?? ?????? ????? ????? .  
53
???? ??? ?? WWW.AMOCO.COM ??????? ??????
(MISSION STATEMENT) ????? ?? ???? ????? ???
?? ?? ???? ??? ? ???? ???? ?????? ?? ???.?? ??
??? ??? ????? ??? ?? ?? ???? ? ??????? ? ??????
?? ????? ???? ?? ??????? ???? ?? ??????. ???? ??
??? ??????? ?? ????? ?? ??? ????? ??? ???? ??????
????? ???? ????????? ????????? ???? ??? ?? ?????
??? ? ???? ?? ???? ? ????? ?? ?????? ??? ???
?????  
54
??? ????? ??? ?????? ???? ????? ?? ??? ?????
?????? ?? ??? .???? ? ??????? ? ??????? ? ???????
???? ? ?????? ?????? ?? ?? ?? ????? ????? ???? ??
??????. ?? ??? ?? ?? ????? ??? ?? ?????? ??
????? ?? ?? ???? ?????? ?????? ??? ?? ?? ??????
?? ?? ?? ????? .??? ???? ? ?????? ? ? ?????? ????
????? ?? ? ??? ????????? ? ? ??????? ???? ?? ??
?????? ???? ????? ?? ????? ??????? ?????? ??????
???? ???? ? ??????? ??? ???? ?? ?? ???? ??? ??
?????? ?? ? ??? ??? ?? ?????? ????? ???.
???? ?????? ????????? ? ??? ?? . ?????
55
(No Transcript)
56



Concern (1)Company's resources
(
)

2

.





-

earning
(
1
)
gro
wth


is related
(
3
)
to such factors

Financial obj

-
return
(
2
)
on Investment






-
borrowing
(
3
)
power

Financial o bj


.


-
cash flow
(
4
)



-
shareholder returns








Companywide Objectives(4)










-
growing faster than the Industry average





ertaking
(
5
)
k
ey competitors on product quality



Strategic obj
overall costs than rivals
.




-
overtaking key competitors on customer service

is related to such factors



-
overtaking key competitors on market share




-
achieving
(
6
)
lower



-
boosting
(
7
)
the company's reputation
(
8
)
with customers




(
5
)
Competitiveness
?????
-










-
winning a stronger foothold
in international markets

long
-
term vusiness
-





concern company's



-
exercising technological leadership

markets

-










-
gaining a sustainable
(
9
)
competitive advantage


-
capturing
(
10
)
attractive growth opportunities

1- ??? ? ????? 2- ???? ????? 3- ?????? ?????
4- ????? ????? ???? 5 ????? 6- ???? ?????
7- ???? 8- ?????? 9- ???? ???? 10- ?????
????

Alavi Rad

SEP.2002
Strategic Management

1/1/2



1

Strategic Management Process

57
(No Transcript)
58

???????



Objectives






Short(1)
-
term







Long
(2)

-
term



(
for next 3 years
)



As a rule , When tradeoffs
gave to be made between achieving long
-
term objectives
(3)

(
2
)


and achieving
short
-
term objectives, long
-
term objectives should take precedence

(4)
(5)

.


1


????? ???
2


???????
3


????? ?? ????????
4


???? ?????
5


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


Alavi Rad


SEP
.2002
Strategic Management

1/1/2



1

Strategic Management Process

59
Setting obgectivs The purpose(1) of
setting objectives is to convert managerial
statements (2)of strategic vision(3) and business
mission into specific(4) performance(5) targets _
results(6) and outcomes the organization wants to
achieve(7). 1-????? 2-??????3-??????
4-????-?????5-??????6-?????7-???? ??? ????? ????
? ??????? ????? ????? ?????? ?????? ??????? ?
?????? ??????? ?? ???? ????? ??????? ??? ? ???
??? ??? ??? ?? ?????? ?? ???? ????? ???? ???
????? .
60
Managers of the best(1) performing companies tend
to set objectives that require(2) stretch(3) and
disciplined(4) effort(5).
?? ????? ?? ?????? ?????? ?? ????? ?????? ??????
?? ????? ???? ?? ???? ?? ???? ?????? ?? ? ? ????
????. 1-?????? 2-??? ? 3-?????? 4-???? 5-??? ?
61
Objective setting is requiredof all
managers. Every unit(1) in a company needs
concrete(2),measurable(3) performance
targets(4) that contribute(5) meaningfully toward
Achieving company objectives. ????? ????? ????
???? ??? ?????? ???. ?? ????? ?? ???? ?? ?????
??????? ???? ???? ? ???? ???? ???? ?? ?? ???
????? ?? ????? ?? ????? ?????? ??? ?? ?????.
1-????2-??? ????3-???? ????4-?????-?????5-??? ????
62
From a companywide perspective(1),two very
distinct(2) types of performance yardstiks are
requiredthose relating to financial
(3)performance and those relating to strategic
perfomance. ?? ???? ???????? ?? ????????? ??????
?? ??? ????? ??????? ???? ???? ???? ??? 1
???????? ?? ????? ?? ?????? ???? ?? ???? 2
????????? ?? ????? ?? ?????? ??????? ????? 1-?
?? ???2-????-????3-?? ??.
63
(No Transcript)
64
Strategic objectives aim(1) at results that
reflect(2) increased (3)competitiveness(4) and a
stronger business position.
????? ???? ?? ???? ????? ??????? ??????? ??
?????? ?????? ?????? ???? - ?????? ??? ??? ??
??? ? ???
1- ???? ??? 2 -??? ? ??? ?3-?????4-???????
65
(No Transcript)
66
(No Transcript)
67
????????? ?????
?





is better than being Reactive
(Responsive)
.
Proactive
Being
(2)
(3)
(1)





Strategy

opportunistic
having
(
2
)

(
1
)


aggressive offensive




Strategy
opportunistic
having aggressive offensive
(
5
)

(
4
)








Business history shows that high performing
enterprises
(6)



often initiate
lead not just react and defend. They were
(7
)


offensive move to out
-
innovate
out maneuver
rivals
(8)
(9)
(10)



.



1


???? ????? ? ???? ? ????
2


????? ???
3


??????
4


?????
5

-
????? ???????
6


?????? ??????? ????????? ????
7


???? ????
8

-
??????
? ??????



????
9


????? ??? ? ???
? ????????
10

-
????

Alavi Rad

SEP.2002
Strategic Management

1/1/3



1

Strategic Management Process

68




1

-
??????
?? ?????
?? ?????







are partly visible
(1)


Company's



Strategy

are partly hidden
(2)

to outside view
(3)

1


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

2
-
??????
?? ?????
?? ?????
3


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

Alavi Rad

SEP.2002
Strategic Management

1/1/3





1

Strategic Management Process

69
(No Transcript)
70
(No Transcript)
71
Stale (1)strategy
Two danger for a company
Inside out strategic thinking
Important note good strategy making is more
outside in than inside out
Threats(2)
Outside drivers
Opportunities (3)
Company s strategy need fine tuning (4) and
tweaking (5) occastonally (6) but fast and
fondamentally (7) changes every few monthes is a
sign (8) of weak managing and weak strategizing
. Well- crafted strategies normally have a life
at least several years .
1- ????? ????? 2- ????? ?? 2- ?????? 4-
????? 5- ??????? 6 ??? ???? 7
????? ? ?????? 8- ????? ? ?????
72
Crafting a strategy A company s strategy
represents(1) managements answers to such
fundamental(2) business questions ???????? ??
???? ??????? ?????? ?? ?? ??????? ????? ??? ????
?? ???
1-???? ????2-??? ??
1
73
1-whether to concentrate (3)on a single(4)
business or build a diversified(5) group of
businesses ??? ?? ?? ????? ????? ?????? ???? ??
????? ????? ????? ?? ??????? ????? ????
3-???? ??4-???? ?5-?????
74
Crafting a strategy
2-Whether to cater(1) to a broad range of
customers or focus on a particular(2) market
niche. 2-??? ??????? ????? ?? ??? ???? ?? ?? ?
??? ? ???? ? ??? ?? ?? ???. 1-???
????2-?????-???? ?-????
75
Crafting a strategy
3- whether to develop a wide or narrow(1) product
line 4- whether to pursue(2) a competitive
advantage based on low cost or product
superiority(3) or unique(4) organizational
capabilities(5)
3- ????? ????? ?????? ?? ?????? ????? ????. 4-???
?? ????? ??? ?????? ?? ???? ????? ?? ?? ?? ????
?? ??? ????? ?? ?????????? ??????? ????? ?? ???
?????
1-????? 2-????? ????-????? ????-3-?????4-????? ??
???5-??????? ??
76
Crafting a strategy
5-How to respond to changing buyer perferences.
6-How big a geographic market to try to cover.
7- How to react(1) to newly emerging(2) market
and competitive conditions(3) and how to grow(4)
the enterprise(5) over the long term(6) 5-?????
???? ?? ????? ????????? ???????? ???? ????. 6-
????? ?? ???? ?? ????? ????????? ???? ?????
????. 7- ????? ?? ???? ?? ????? ?????? ??????
???? ????? ????? ???? ??? ?????? ?? ???? ???? ???
???? ?? ???? ?? ? ??. 1 -????? ???? ????2-????
?????3-????? ??????4-??? 5-????? ???? 6-???? ???
77
A companys actual(1) strategy is partly planned
and partly reactive(2) ???????? ????? ?? ????
?? ??? ?????? ???? ??? ??? ??? ??? ?????? ???
1-Planned strategy new initiatives(3) plus
ongoing(4) strategy features continued from prior
periors(5) 2-Reactive strategy adaptive
reactions to changing circumstances(6) 1-
???????? ?????? ???? ??? ???????? ???? ??????
??????? ???????? ??? ????? ????? ????? ?? ????
??? ????? ?????? . 2- ???????? ??? ?????? ?????
??? ?????? ????? ?? ???? ?? ??? ???? ??? .
1- ?? ??? 2- ??? ????? 3- ???????? 4-
???????? 5- ???? ?? 6- ????
78
A companys actual(1) strategy is something
managers shape and reshape(2) as events(3)
transpire(4) outside the company and as the
companys competitive assets(5) and
liabilities(6) evolve(7) in ways that enhance(8)
or diminish(9) its competitiveness(10) ????????
????? ?? ???? ???? ??? ?? ?????? ??? ?????? ? ???
???? ?? ???? ????? ??????????? ?? ?? ???? ?? ????
???? ????? ? ?? ???? ?????? ???? ????? ???? ?
???? ???? ?? ?? ????? ??? ?????? ????? ????? ????
????? ? ???? ?????? .
1- ????? 2- ?????? ??? ???? 3- ??????? 4- ????
???? 5- ?????? 6- ???? ?? 7- ???? ???? 8-
?????? 9- ???? 10 ??? ?????
79
What does a companys strategy consist(1) of
? Company strategies concern (2) how How to
grow(3) the business How to satisfy(4)
customers How to out compete rivals(5) How to
respond to changing market conditions How to
manage each functional piece of the business and
develop needed organizational capabilities(6)
How to achieve strategic and financial(7)
objectives
1???? ????2-????? ????3-??? 4- ????? 5- ????
6- ????????? 7- ????
80
???????? ???? ???? ?? ??????? ? ?? ????? ????
??? ????? ????? ??? ????? ???? ??????? ?? ????
??? ????? ???? ?? ????? ????? ????? ??? ?????
???? ?? ??? ?? ????? ????? ???? ??? ????? ????
?? ?? ?? ????? ????? ?? ??? ? ??? ???????? ???
??????? ??????? ????? ?? ?????? ??? ????? ????
?? ????? ???? ?????????? ???? .
81
.The hows of stratagy tend (1)to be companys
specific(2), customized(3) to a companys own
situation(4) and performance objectives
. ??????? ??? ???????? ?? ???? ?? ????? ???
?????????????? ?????????? ??????? ????? ?? ???.
1- ??? ???? -??????? 2-????- ????? ??? 3-????
????(????? ????) 4- ??????
82
Strategy and entrepreneurship(I) Crafting(1)
strategy is partly(2) an exercise in astute(3)
enterepreneurshap(4)-actively searching for
opportunities(5) to do new things or to do
existing(6) things in new ways .
???????? ???? ??????( 1) ????? ???????? ?? ?????
????? ?? ????????? ??????? ??? ?????? ???????
???????? ???? ????? ?????? ???? ?? ????? ??????
???? ?? ?????? ????.
1-????? 2- ??????? 3- ???????????????? 4-
????????? 5- ?????? 6- ???? ?????
83
Strategy and entrepreneurship(II)
The faster a companys business environment is
changing , the more critical(1) it be comes for
its managers to be good entrepreneurs(2) in
making both predictions(3) and timely strategic
adjustments(4) . ???????? ???? ??????( 2) ????
??? ? ??? ?????? ?? ???? ????? ?? ??? ? ?????
???? ?????? ?????? ?? ?? ???? ???? ????? ?????
???????? ????? ???? ?????? ??????? ??????? ??????
?? ???? ?????? ???? .
1- ?????? 2- ?????????? 3- ??????? 4- ?????
84
Interoducation Strategy mcdonalds In 1999
mcdonalds was the leading food-service
retailer(1) in the global(2) consumer
marketplace, with a strong brand(3) name and
systemwide(4) restaurant sales(5) approaching 35
bilion . Eighty percent of its 25,000-plus
restaurants were franchised(6) to
approximately(7) 5,000 owner/operators(8) around
the world ????? ???????? ??? ????? ?? ???
1999 ???????? ?? ???? ???? ?????? ????? ????? ??
????????? ????? ??? ?? ?? ??? ? ???? ??? ?
?????????? ????? ? ????? ????? 35??????? ????.
80 ?? ???? ?? 25000 ??????? ??? ???? ?? ????
5000 ????/???? ????? ?? ????? ???? ????????? ???
.
1-???? ???? 2- ????? 3- ???? 4- ????? - ??
??? 5- ???? 6- ?????? ?? ?????? 7- ???? -
????? 8- ???? ????
85

• Growth strategy mcdonalds (I)
• Explore(1) opportunities to exploit(2) the
  companys global supplier(3) infrastructure(4)
  and its core competencies in multiunit(5)
  restaurant management, site location and unit
  constructions(6), and product marketing .
• ???????? ??? ????????( 1)
• - ??? ???????? ???? ???? ?????? ?? ??? ???????
  ???? ????? ??? ????? ???? ????? ? ????????? ??
  ?????? ?????????? ?????? ?? ? ?????? ??? ?? ?
  ?????? ????????? ? ????????? ??????? .

1-??? 2- ???? ?????? 3- ???? ????????? 4-
?????????? ??? 5- ?????? ?? 6- ?????????? ????
? ?????
86
Growth strategy mcdonalds(II) .Penetrate(1) the
market by adding(2) 1750 restaurants annually (an
average of one every five hours ) .Promote(3)
more frequent customer visits via(4) the
addition(5) of attractive(6) menu items,
low-price specials, extra(7) value meals, and
childrens play areas(8)

• ???????? ??? ???????? ( 2)
• ???? ?? ????? ?????? ?????? ?????? 1750 ??????? (
  ????? ?? 5 ???? ?? ??????? )-
• -?????? ????? ???? ??? ?????? ????? ?? ????
  ?????? ????? ??? ???? ?? ???? ???? ???? ????? ?
  ?????? ???? ????? ????? ???? ??? ?? .

1- ???? 2- ?????? 3- ? ????? 4- ?? ???? 5
?????? 6- ???? 7- ?????? 8- ?????
87
Franchising(1) strategy mcdonalds
No franchises were granted to
corporations, partnerships(2),or passive
investors(3) . ???????? ??????? ?????? ??
?????? ??? ??????? ?? ??????? ????? ??? ??????
?????? ???????? ?????? ??????.
1-??????? ?????? 2- ???? ? 3- ?????? ??????
????????
88

• Store location and construction strategy
  mcdonalds(I)
• ???????? ???????? ??????? ????? ????????
• Locate(1) restaurants on sites offering(2)
• convenience(3) to customers and profitable growth
  potential(4) .

???? ???? ????????? ?? ?????? ???? ?? ????? ??
???? ??????? ???? ??? ??? ?? ???? ???? ?? ??????
?? ???? .
1- ???? ???? 2- ????? 3- ????? 4- ??? ???? -
?? ????
89
Store location and construction strategy
mcdonalds(II)
.Reduce site costs and building costs by using
standardized(1), cost-efficient store designs(2)
and by consolidating(3) purchases(4) of equipment
and materials via a global sourcing(5) system .
???? ???? ????? ????? ????????? ?? ??????? ??
????????? ????? ??? ??????? ?? ???? ???? ????
???? ???? ??????? ???????? ????? ?? ???? ?? ?????
????? .
1- ????? ???? ? ?????? ???? 2- ????? ???? 3-
????? ???? 4- ???? 5- ???? ? ????
90
Store location and construction strategy
mcdonalds(III) ???????? ???????? ??????? ?????
???????? .Make (1)sure(2) restaurants are
attracive(3) and pleasing inside and out, and
provide drive-thru(4) service and play areas(5)
for children, where feasible(6) ???? ??????? ??
????? ????????? ???? ? ????? ?? ???? ? ????
?????? ????? ??? ? ??? ? ????? ???? ???? ?????? ?
?? ?? ?? ???? ??? .
1 ????? ??????? 2- ???? ???? 3- ??? ????
??? ???? 4- ????? ???? ????? 5- ????? 6- ????
- ????
91
Product line strategy mcdonalds(I) -Offer(1) a
limited menu(2) -Improve(3) the teste appeal(4)
of the items offered . -Expand(5) product
offerings into new categories(6) of fast food .
???????? ?? ????? ???????? -????? ?? ???? ?????
-????? ????? ????? ??????? (?????? ) ?????
??? -????? ????? ??????? ?? ????? ???? ???????????
1- ????? 2- ???? ??? 3- ????? ???? ????? ????
4- ???? 5- ??? ???? 6- ???? - ????
92
Product line strategy mcdonalds(II) -Roll out
new , potentially(1) appealing and exciting(2)
items in speedy(3) fashion(4) , but quickly
drop(5) those that fail to catch(6) on , learning
from whatever(7) mistakes(8) were made and moving
promptlyon(9) to the next idea . ???????? ??
????? ????????( 2) - -?????? ?? ?????? ????
????? ?? ?????? ???? ???? ???? ?????? ?? ???? ???
????????? ? ??? ????? ?? ???? ???????? ???? ??? ?
?????? ???? ???? ????? ????
1- ????? ?? ????? 2- ??????- ????? 3- ???? -
???? 4- ??? ????? 5- ??? ???? ?????? 6-
????? ???? 7- ?? ?? 8 - ?????? 9- ????
?????
93
Store operation mcdonalds Enforce(1)
stringent(2) standards regarding(3) food quality,
store and equipment cleanliness(4), restaurant
operating procedures(5), and friendly,
courteous(6) counter service . -expand the made
for you ?????? ?????????? ???????? -??????
???? ????????????? ?? ???? ????? ??? ? ?????
??????? ????????? ???? ??? ??????? ?? ????????? ?
?????? ??? ????? ?? ???? ??????? ????? ????? ?
???? ??? ???? ??? ??? .
1- ???? ???? 2- ???? ??? 3- ?? ????? 4- ???
???? ???? 5- ???? ??? ??? 6- ?? ??? ???????
94
Sales promotion, marketing, and
merchandising Mcdonalds(I) -Enhance(1) the
Mcdonalds image(2) of quality , service,
cleanlines(3), and value globally via heavy
media(4) adverising(5) .
?????? ???? ? ????????? ??????????
???????? -?????? ???? ?????? ?????? ??????? ?????
????? ???????? ?? ???? ??????? ????? ?? ?????
1- ???? ???? 2- ????- ???- ????? 3- ??? ??????
4- ????? ?? 5- ??? ???
95
Sales promotion, marketing, and
merchandising Mcdonalds(II) .Use ronald Mcdonald
to create greater brand(1) awareness(2) among
children . -Project an attitude(3) of
happiness(4) and interest(5) in children . ??????
???? ? ????????? ?????????? ???????? -??????? ??
?????? ?? ?????? ?????? ????? ????? ????? ???????
??? ?????? -????? ?????? ?????? ? ??? ?? ???
???? ??????
1-??? ???? 2-????? ????? 3- ????? ??? ??????
4- ???????- ???? 5- ????? ??????? ????
96
Human resources and training Mcdonalds(I) Offer
wagerates that are equitaable(1) and nondiscrim
inatory(2) in every location, teach(3) jab
skills, reward(4) both individual and team
performance, create(5) career opportunities, have
flexible work hours for student employees
????? ?????? ? ????? ???????? -???? ?????????
??????? ??? ????? ????? ?? ?? ?????? ??????
???????? ???? ? ???????? ?????? ???? ? ?????
?????? ??????? ???? ? ????? ??????? ???? ????
?????? ???? ??????? ???? ???? .
1- ?????? 2- ???? ?? ????? 3- ????? ???? ?????
???? 4- ????? ???? 5- ??? - ?????
97
Human resources and training Mcdonalds(II) -prom
ote(1) promising(2) employees quickly -promote a
global mindest(3) by aggressively(4)
transferring(5) best practieces and new ideas
developed in outlets(6) in one part of the world
to outlets in other parts of the world . ?????
?????? ? ????? ???????? -?????? ???? ???? ???????
????? ?????? ?? ???? ???? ????? ?? ?????? ??????
?????? ??????? ? ????? ???? ????? ????? ?? ?????
???? ??????? ?? ?? ???? ???? ????? ????? ?? ???? .
1- ????? ? ???? 2- ???? ????? ???? ??? 3- ??? ???
4- ????? ?? ????? 5- ?????? ????? 6- ????? ????
98
Social responsibility and community citizenship
Mcdonalds (I) -Take an active community(1)
role support loacal charities(2) and community
projects ,help create a neighborhood(3) spirit(4)
, promote ducational(5) excellence(6) .
-Sponsor(7) ronald
Mcdonald houses .
Promote workforce diversity ,
voluntary(8) affirmative action , and minority
owned franchises(9) .
???? ??????? ? ???????? ????? ?? ?????? - ?????
?? ??? ???? ??????? ???? ???? ????? ????
????????? ??????? ???? ?? ??? ?????? ???????
?????? ??? ?????? . - ????? ???? ??? ?????
???????? - ????? ??? ?? ????? ????? ???
??????? ??? ???? ?????????
1- ????? ????? ? 2- ????? 3- ??????? 4- ????? 5-
??? ??????- ????? 6- ????? 7- ???? - ????
8- ??????? 9- ?? ??????
99
Social responsibility and community citizenship
mcdonalds(II) -Support education through
student scholarships(1),teacher awards(2) , and
free instructional resourses . -Adopt and
encourage environmentally friendly
practices. -Provide nutritional(3) information on
mcdonalds products to customers ???? ??????? ?
???????? ????? ?? ?????? - ????? ?????? ?? ????
??? ????? ?????? ?????? ?? ?????? ? ????? ?????
????? - ??????? ? ????? ????? ??? ??????? ?? ????
-
????? ???? ??????? ????? ?? ?? ??????? ????????
???? ??????? .
1- ????? ?????? ????? 2- ???? ?????- ????? 3-
????? - ??? - ?????