理解战略环境：内部分析(ppt)
Understanding the Strategic Management Internal Audit:
理解战略环境：
内部分析

Comprehensive Strategic Management Model 综合战略管理模型
Internal Assessment 内部分析
Internal Strategic Management Audit
内部战略管理分析
Functional areas of the business公司的职能部门
Focuses on developing objectives and strategies to capitalize on internal strengths and overcome weaknesses
关注目标的确立和战略的制定，以利用内部优势，克服劣势
Internal Assessment内部分析
Distinctive Competencies
专有能力

strengths that cannot be easily matched or imitated by competitors
不容易为竞争对手比较或模仿的优势
building competitive advantage involves taking advantage of distinctive competencies
建立竞争优势涉及对专有能力的利用
strategies to improve on a firm’s weaknesses and turn to strengths
克服公司的劣势，将其转换为优势的战略
Internal Assessment 内部分析
Internal Audit内部分析
Gather & integrate information from:
从下列收集和综合信息：
Management管理部门
Marketing营销部门
Finance/accounting财务/财会
Production/operations 生产/运作部门
Research & development研发部门
Management information systems etc…管理信息系统等
Internal Assessment内部分析
Internal Audit内部分析
Involvement an internal strategic-management audit assists understanding nature and effect of decisions in all functional business areas
包含有一个内部战略管理的分析有助于理解所有职能领域的决策的性质和影响

Internal Assessment内部分析
Integrating Strategy and Culture
总体战略和文化（P141）
Organizational Culture –企业文化
Pattern of behavior developed by an organization as it learns to cope with problem of external adaptation and internal integration…
is valid and taught to members
企业在学会对外适应环境，对内实现一体化的过程中形成的行为方式…
行之有效并传授给成员

Internal Assessment内部分析
Organizational Culture组织文化（P142）

Resistant to change 抵抗变革
May represent a strength or weakness
可能代表一种优势或劣势
Cultural products include:文化产品包括：
Values, beliefs, rites, rituals,
ceremonies, myths, stories, legends, sagas, language, symbols, leaders
价值、信仰、习俗、仪式、典礼、神 话、传说、传奇、语言、符号、领导
Internal Assessment内部分析
Organizational Culture企业文化
Can reduce impacts of strategic management:
能降低战略管理的影响：
Miss changes in environment because blinkered by strongly held beliefs
由于强烈的狭隘的信仰而失去对环境变化的反应
When a culture effective, natural tendency to continue with it, even in times of major strategic change
一种文化一旦实施，自然趋势会使之继续，即使是在重要的战略变革的时候也是如此
Exercise 1 练习1
What is the organisational culture at your workplace?
你工作场所的企业文化是什么？
How as it relevant to strategic management?
它与战略管理的关系怎样？
Share 1 example from each group with the class
每一小组与全班分享一个例子
Internal Assessment内部分析
Traditional management functions传统的管理功能（P147）
Planning 规划
Organizing 组织
Motivating 激励
Staffing 人员配备
Controlling 控制
New leadership functions 新的领导功能
Coordinating 协调
Strategic leadership 战略领导
Steward, resource, coach, mentor 服务员、资源、教练、导师
Any others? 还有其它吗？

Exercise 2 练习2
Which management functions are well done at your workplace? Why?在你的工作场所哪些管理功能做得好？为什么？
How does this effect strategic development and management?它们是如何影响战略的发展和管理的？
Which are done least well & why?
哪些做得最不好，为什么？
Again share your best example with the class
与同学分享你最好的案例
Internal Assessment 内部分析
Management Audit Checklist管理分析清单
Are company objectives and goals measurable and well communicated? 公司的总目标与子目标是否可以衡量的并且是充分沟通的？
Do managers at all hierarchical levels plan effectively?
所有层次上的经理们是否都做到计划有效？
Do managers delegate authority well?
经理们的授权是否做得很好？
Is the organization’s structure appropriate?
组织结构合适么？
How do you rate/measure management effectiveness? Are job descriptions and job specifications clear? 你是怎样衡量管理效率的？工作描述和规范是否清晰？
Is employee morale high? 雇员士气是否高昂？
Internal Assessment- Business Functions 内部分析--企业职能
Marketing 营销
Customer analysis 客户分析
Selling products/services 销售产品/服务
Product and service planning 产品和服务计划
Pricing 定价
Distribution 分销
Marketing research 市场调研
Opportunity analysis 机会分析
Internal Assessment- Business Functions 内部分析--企业职能
Marketing Audit Checklist营销分析检查清单
Are markets segmented effectively?市场是否有效细分？
Is the organization positioned well among competitors?
在竞争者之间组织定位是否明确？
Is the market share increasing? 市场份额是否在增加？
Are present channels of distribution reliable and cost effective?
目前分销渠道是否可靠？有成本效率么？
Is there an effective sales force?
是否拥有有效销售力量？
Again, how do you measure it?
另外，你怎样衡量这些？
Internal Assessment- Business Functions 内部分析--企业职能
Marketing Audit Checklist营销分析检查清单
Is there market research?有市场调研么？
Are product quality and customer service good?
产品质量和客户服务好不好？
Are products/services priced appropriately?
产品/服务定价是否合适？
Is there an effective promotion, advertising, and publicity strategy?
是否有有效的促销、广告和公关战略？

Internal Assessment- Business Functions 内部分析--企业职能
Marketing Audit Checklist
营销分析检查清单
Are marketing planning and budgeting effective?
营销计划和预算是否有效？
Do marketing managers have adequate experience and training?营销经理有足够的经验和培训么？
Internal Assessment- Business Functions 内部分析--企业职能
Finance/Accounting
财务/会计
Investment decision (Capital budgeting) 投资决策（资本预算）
Financing decision 融资决策
Dividend decision 股利决策
Internal Assessment- Business Functions 内部分析--企业职能
Finance/Accounting Audit Checklist
财务/会计分析检查清单
Can the business raise short-term capital?
企业是否能够筹集短期资本？
Can the business raise long-term capital?
企业是否能够筹集长期资本？
Does the business have sufficient working capital?
企业是否拥有足够的营运资本？
Are budgeting procedures effective?
预算过程是否有效？
Are the accounting tools satisfactory?
会计工具是否满意？
Internal Assessment- Business Functions 内部分析--企业职能
Finance/Accounting Audit Checklist
财务/会计分析检查清单
Are dividend payout policies reasonable?
股利支付政策是否合理？
Does the business have good relations with its investors and shareholders?
公司是否与其投资人和股东关系良好？
Are financial managers experienced and well trained?
财务经理是否经验丰富，且训练有素？
How do you assess governance and stakeholder as well as shareholder accountability?
你是如何评估监管、利益相关者和股东的责任心的？
Internal Assessment- Business Functions 内部分析--企业职能
Production/Operations
生产/运营

Process 流程
Capacity 能力
Inventory 库存
Workforce 劳动力
Quality 质量
Internal Assessment- Business Functions 内部分析--企业职能
Production/Operations Audit Checklist
生产/运营分析检查清单
Are suppliers of raw materials, parts, and subassemblies reliable and reasonable?
原材料、配件、部件的供应商是否合理可靠？
Are facilities, equipment, machinery, and offices in good condition?
设施、设备、机器和办公室是否条件良好？
Are inventory-control policies and procedures effective?
库存-控制政策和步骤是否有效？
Internal Assessment- Business Functions 内部分析--企业职能
Production/Operations Audit Checklist
生产/运营分析检查清单
Are quality-control policies and procedures effective?
质量-控制政策和步骤是否有效
Are facilities, resources, and markets strategically located?
设施、资源和市场是否得到战略性定位？
Does the business have technological competencies?
企业是否拥有技术能力？
Again, who measures, what & how?
另外，谁来评估，为什么？如何？
Internal Assessment- Business Functions 内部分析--企业职能
Research & Development
研究开发
Development of new products before competition
竞争前开发新产品
Improving product quality
提高产品质量
Improving manufacturing processes to reduce costs
提高制造流程以降低成本
Internal Assessment- Business Functions 内部分析--企业职能
Computer Information Systems
计算机信息系统
Information Systems 信息系统
CIO/CTO 首席信息官/首席技术官
Security 安全
User-friendly 用户友好
E-commerce 电子商务
Internal Assessment- Business Functions 内部分析--企业职能
Computer Information Systems Audit Checklist
计算机信息系统分析检查清单

Do all managers in the firm use information system to make decisions?
企业中的经理人员是否运用信息系统决策？
Is there a chief information officer or director of information systems position in the firm?
企业中是否有首席信息官的位置？
Are data in the information system updated regularly?
信息系统中的数据是否经常更新？

Internal Assessment- Business Functions 内部分析--企业职能
Computer Information Systems
Audit Checklist
计算机信息系统分析检查清单
Do managers from all functional areas contribute input to the information system?
公司中各职能领域的经理是否都对信息系统进行信息输入？
Are strategists familiar with the information systems of competitors?
战略家是否熟悉竞争对手的信息系统？
Internal Assessment- Business Functions 内部分析--企业职能
Computer Information Systems
Audit Checklist
计算机信息系统分析检查清单
Is the information system user-friendly?
信息系统是否用户友好？
Do all users of the information system understand the competitive advantages that information can provide?
是否所有的信息系统使用者都能够理解哪些竞争优势可以由信息提供？
Is the IT system being continuously improved?
IT系统是否不断升级？
Exercise 3 练习3
Is the internal audit process in your workplace effective?
你的工作场所的内部分析过程是否有效？
How could it be augmented?
它是如何提高的？
Share your general conclusions & recommendations with the class
与全班共享你的结论和建议。

理解战略环境：内部分析(ppt)