Chuyên đề khai giảng tháng 1/2016

Tên Module: STRATEGIC ANALYSIS & DECISION MAKING

·         Thời gian: 30 & 31 / Jan / 2016

·         Địa điểm: Vietnam Institute of Logistics (VIL) Tang 25, Pearl Plaza - 561A Dien Bien Phu, Q.Binh Thanh. Tp. HCM

·         Ngôn ngữ: Tiếng Anh

 MODULE: STRATEGIC ANALYSIS & DECISION MAKING

INTRODUCTION

Strategic analysis is concerned with understanding the strategic position of the organisation. From a business perspective, competition refers to rivalry among firms operating in a market to fill the same customer’s needs. Competition is a basic essential in the free enterprise system. The term competition defies true definition because the view of competition held by different groups varies.

The central purpose of information is for planning. Management requires information about customers, markets, competition and other environmental variables in order to plan effectively. Information is the medium of control. Management seeks relevant information such as sales, market share and expenses to monitor performance. Information gathered either on an ad hoc or continuous basis can be used as a guide to predicting future trends.

AIM

To help participants achieve a high degree of effectiveness within the logistics industry by providing an understanding of strategy and decision making and the impact that high level decisions have on organisations as a whole. This module seeks to develop a range of relevant skills with regards to understanding and development of strategy to complement the candidate’s experience.

SYLLABUS

The following is the syllabus that will be studied throughout this subject.

Lesson 1            What is Strategy? Definitions
                          Why Do We Need Strategy?
                          Why Do Logisticians Need to Understand Strategy?
                          The importance of corporate strategy
                          At What Level Are Strategic Decisions Made? Including:

§  Corporate strategy

§  SBU strategy

§  Functional strategy

                          Characteristics of Strategic Decisions
                          Strategic Management
                          The Vocabulary of Strategy:

·         Mission

·         Goal

·         Objective

·         Strategies

·         Actions / Tasks

·         Control

·         Rewards

Lesson 2            What is Competitive Advantage?

§  Resources

§  Capability

§  Core competencies

§  Distinct competence

                          Sustainable competitive advantage (SCA)
                          Characteristics of SCA
                          The Organisation’s Environment

·         Industry Environment

·         Competitive Environment

                          Industry Environment:
                          Porter’s five forces model of competition

·         Threat of new entrants

·         Bargaining power of suppliers

·         Bargaining power of buyers

·         Threat of substitute products

·         Rivalry among competing firms in the industry

                          Competitive Environment:

§  What drives competitors?

§  What are competitors doing?

§  What can the competitor do?

§  What does the competitor think it can do?

§  What are the competitor’s capabilities?

§  The company’s response

Lesson 3            The Internal Environment
                          Difficult management resource decisions
                          Core Competencies – detailed breakdown of requirements for: 

·         Resources (tangible & intangible)

·         Capabilities

·         Competitive advantage

                          Characteristics of core competencies
                          Value Chain Analysis (definition and summary only)
                          Outsourcing – definition, reasons and limitations of outsourcing

Lesson 4            Porter’s Generic Business Strategies

·         Differentiation

·         Overall Cost Leadership

·         Market Segmentation (Focus)

                          Requirements of the three competitive strategies

                          Pursuing more than one generic strategy

Lesson 5            Competition
                          Rivalry
                          Market Leader and Challenger strategies – market structure

·         Market leader

·         Market challenger

·         Market follower

·         Market nicher

                          Models of inter-firm rivalry:

·         Frontal attack

·         Flanking attack

·         Encirclement attack

·         Bypass attack

·         Guerrilla attack

Lesson 6            Competition – The Market at Work
                          Models of competition:

·         Perfect competition

·         Imperfect competition

·         Monopoly

·         Oligopoly

·         Monopolistic competition

                          Key Competitor Analysis

·         Key competitors

·         Describing & evaluating competitors

·         Anticipating competitors

Lesson 7            Customer Analysis
                          The steps involved in analysing customers:

·         Describing the customer

·         Determining customer motivation

·         Identifying unmet needs

·         Determining environmental influences

·         Segmenting the customer market

                          Sources of Customer Information
                          Market Segmentation

·         Benefits

·         Criteria

·         Requirements for effective segmentation

·         Basis of market segmentation

Lesson 8            Importance of New Product Development
                          The Six Categories of New Products
                          Approaches to Product Development

·         Sequential approach

·         Parallel Approach

·         Acquisition and licensing

                          New Product Development Process

·         Idea Generation

·         Screening

·         Business Analysis

·         Development

·         Test Marketing

·         Commercialisation

                          Causes of Product Failure

Lesson 9            Relationship Strategies
                          Organisational Relationships
                          Diversity, Risk and Volatility of International Business
                          Impact of Complex Technology
                          Need to Access Global Markets
                          Types of Strategic Alliances
                          Reasons for Strategic Relationships:

·         Slow Market Cycle

·         Standard Market Cycle

·         Fast Market Cycle

                          Relationship Marketing
                          Difference between Relationship Marketing and Transaction Marketing
                          Scope of Relationship Marketing
                          Frequency Marketing
                          Internal Marketing

Lesson 10          International Strategies
                          Sources of Competitive Advantage from a Global Strategy
                          Global Industries
                          Identification of international opportunities
                          Comparative Advantage
                          Types of International Strategy

·         International Business-Level Strategy

·         Multi-domestic Strategy

·         Global Strategy

·         Transnational Strategy

Entering International Markets

·         Exporting

·         Licensing

·         Strategic Alliances

·         Acquisition

·         Establishment of a New Subsidiary

                          Strategic Competitive Outcomes

Lesson 11          Decision Making
                          Types of decisions:

·         Strategic decisions

·         Tactical decisions

·         Operational decisions

                          Problem Solving
                          Limiting factors
                          Brainstorming
                          Mind-mapping
                          Quality of decisions

Lesson 12          Revision – see online support questions.