文档介绍：第4章
评价公司资源、能力与竞争力
Crafting Executing
STRATEGY
THE QUEST FOR COMPETITIVE ADVANTAGE 18e
THOMPSON I PETERAFI GAMBLEI STRICKLAND
Copyright (82012 The MoGraw-Hill Companies, In
LEARNING OBJECTIVES
学习如何判断公司战略运用效果如何
,以及如何评价其创
造竟争优势的潜力
、差异化程度与竞争优势
理解公司竞争状态的综合评价如何能帮助管理者做出有关下一步战略
行动的关键决策
QUESTION1:公司目前战略运行效果如何?
公司战略运行效果的最佳量化指标:
公司是否正在完成既定的战略目标和财务
目标.
公司的业绩是否处于行业平均水平之上
战略成功的其他指标
·公司销售额和市场份额的影响
维持和吸引顾客
利润率、净利润率、投资回报率的增长
·财务能力和信用等级的上升
股东和顾客对公司的积极态度
公司在有关市场和行业领域方面的领先地
位
·内部绩效的持续改善
Planned, proactive
to attract
Moves to respond to changing
conditions in the mac
ia Improved product design, better or in industry and competitive
eatures, higher quallity, widel
conditions
selection, lower prices, and so on
Initiatives to build competitive
BUSINESS
oduct offeri
uperior ability to serve
STRATEGY
a market niche or
upply chain
for managing a
single business
Efforts to expand or
Production
Efforts to
competitively
Information
with othe
enterprises
Table
How Calculated
关键财务比率
Gross profit margin
Revenues- Cost of goods sold
Revenues
2. Operating profit
Revenues-Operating expenses
margin (or return on
Revenues
sales
Revenues
3. Net profit margin (or
Profits after taxes
net return on sales
4. Return on total
Profits after taxes + Interest
Total assets
Profits after taxes
lolder's equity
Total stockholders'equity
6. Return on invested
Profits after taxe
7. Earning
Profits after taxes
Number of shares of
stock outstan
Table
LiquidIty Ratios
关键财务比率
1. Current ratio
2. Working capital
Current assets Current liabilities
Leverage ratios
1. Debt-to-assets ratio
Total debt
Total assets
2. Long-term debt-to-
Long-tem debt
capital ratio
Long-term debt + Total stockholders'equity
3. Debt-to-equity ratio
Total debt
Total stockholders equity
4. Long-term debt-to-
Long-tem
equity rati