Strategy Levels

In: Business and Management

Submitted By sydneynguyen
Words 1175
Pages 5
STRAMAGIC
23 November 2004
THEME : Strategy Policy Management Marketing Finance

Dang Dinh Tram Master of Marketing Strategy & Management
Human Resource

CÁC CẤP ĐỘ CHIẾN LƯỢC
Chiến lược có thể được xây dựng trên ba cấp độ khác nhau :
• • •

Chiến lược tổng thể của doanh nghiệp Chiến lược đơn vị kinh doanh Chiến lược bộ phận hay chức năng.

Chiến lược có thể được xây dựng để nâng cao tính cạnh tranh hoặc đảm bảo sự tồn tại của doanh nghiệp, trong khi đó các sản phẩm và dịch vụ lại được phát triển ở cấp độ các đơn vị kinh doanh. Vai trò của doanh nghiệp là quản lý các đơn vị kinh doanh và phát triển sản phẩm sao cho các hoạt động sản xuất kinh doanh có tính cạnh tranh và có khả năng đóng góp vào việc thực hiện mục tiêu tổng thể của doanh nghiệp. Textron là một công ty thực hiện chiến lược đa dạng hóa. Sự thành công của Textron có được là do việc thực hiện tốt một nhóm các hoạt động kinh doanh ở nhiều ngành công nghiệp khác nhau. Textron đã phát triển bốn phân đoạn thị trường cơ bản :
• • • •

Chế tạo máy bay chiếm 32% doanh số. Sản xuất ôtô chiếm 25% doanh số Công nghiệp khác chiếm 39% doanh số Hoạt động tài chính chiếm 4% doanh số.

Trong khi doanh nghiệp phải quản lý danh mục các hoạt động kinh doanh để tăng trưởng và tồn tại, thì sự thành công của doanh nghiệp đa dạng hóa lại phụ thuộc vào khả năng quản lý các dòng sản phẩm riêng biệt. Tương tự, khi mà trên thị trường có nhiều đối thủ cạnh tranh với Textron, thì doanh nghiệp cần phải chú ý đến các đối thủ cạnh tranh và xây dựng chiến lược cho từng đơn vị kinh doanh. * Chiến lược tổng thể của doanh nghiệp Chiến lược ở cấp doanh nghiệp liên quan đến việc lựa chọn các hoạt động kinh doanh ở đó các đơn vị kinh doanh phải cạnh tranh, đồng thời có sự phát triển và phối kết hợp giữa các đơn vị với nhau. Chiến lược tổng thể của doanh nghiệp có các đặc điểm :
C. 118 – MEASE - 59bis boulevard Jourdan -…...

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