文档介绍：CHAPTER 1 Strategy and the Quest petitive Advantage
CHAPTER 1
Strategy and the Quest petitive Advantage
Thinking Strategically:
The Three Big Strategic Questions
Where are we now?
Current situational analysis
2. Where do we want to go?
Business(es) to 7>be in and market positions to stake out
Buyer needs and groups to serve
Direction to head
3. How are we going to get there?
pany’s answer to “how will we get there?” is its strategy
What Do We Mean By “Strategy?”
Consists petitive moves and business approaches used by managers to run pany
Management’s “action plan” to
Attract and please customers
Compete essfully
Conduct operations
Achieve target levels anizational performance
Answering the Question, “How Are We Going to Get There?”
How to please customers
How to pete rivals
How to manage each functional piece of the business (R&D, production, marketing, HR, finance, and so on)
How to respond to changing market conditions
How to achieve targeted levels of performance
Elements of pany’s Business Strategy
McDonald’s Strategy
Key initiatives of McDonald’s “Plan to Win” Strategy
Improved restaurant operations
Affordable pricing
Wide menu variety and beverage choices
Convenience and expansion of dining opportunities
Ongoing restaurant reinvestment
Strategy and petitive Advantage
pany achieves petitive advantage when a sufficiently large number