5. กลยุทธ์ในเชิงธุรกิจ Tactics is the art of using troops in battles, Strategy is the art of using battles to win wars ยุทธวิธีคือ ศิลปะการใช้ กำลังทหารในสนามรบ กลยุทธ์คือ ศิลปะการใช้สนามรบเพื่อให้ได้ชัยชนะ SUN TZU – 512 BC.
6. Strategy is not the consequence of planning, but the opposite: its starting point. กลยุทธ์ไม่ใช่ผลจากการวางแผน แต่เป็นจุดเริ่มต้นของแผนงานทั้งหมด กลยุทธ์ในเชิงธุรกิจ
8. กลยุทธ์ในเชิงธุรกิจ Competitive strategy is about being different. It means deliberately choosing a different of activities to deliver a unique mix of value. Micheal Porter แนวทางและกระบวนการของการดำเนินธุรกิจเพื่อทำให้สามารถสร้างความแตกต่างที่ได้เปรียบในการแข่งขันกับกิจการอื่นได้
17. Example: Wal-Mart Strengths Wal-Mart is a powerful retail brand. It has a reputation for value for money, convenience and a wide range of products all in one store. Weaknesses Wal-Mart is the World's largest grocery retailer and control of its empire, despite its IT advantages, could leave it weak in some areas due to the huge span of control. Opportunities To take over, merge with, or form strategic alliances with other global retailers, focusing on specific markets such as Europe or the Greater China Region. Threats Being number one means that you are the target of competition, locally and globally.
18. Examples: Starbucks Strengths Starbucks Corporation is a very profitable organization, earning in excess of $600 million in 2004. Weaknesses Starbucks has a reputation for new product development and creativity. Opportunities New products and services that can be retailed in their cafes, such as Fair Trade products. Threats Starbucks are exposed to rises in the cost of coffee and dairy products.
19. Example: Nike Strengths - Nike is a very competitive organization. Phil Knight (Founder and CEO) is often quoted as saying that 'Business is war without bullets. Weaknesses The organization does have a diversified range of sports products. Opportunities Product development offers Nike many opportunities. Threats Nike is exposed to the international nature of trade.
22. What drives competition in the industry? Porter’s Five Forces Suppliers Potential Entrants Buyers Substitutes The Industry Threat of new entrants Bargaining power of customers / buyers The threat of substitue products Bargaining power of suppliers Competition within the industry An industry = the group of companies producing products fulfilling the same customer needs.
25. The Activity System Primary and Support Activities Primary Activities Inbound Logistics Operations Outbound Logistics Marketing & Sales Service Procurement Technology Development HRM Firm Infrastructure Support Activities Activities associated with receiving, storing, and disseminating inputs Activities associated with transforming inputs into final products Collecting, storing, and physically distributing products/ services to buyers Providing a means by which buyers can purchase the product Providing service to enhance or maintain the value of products Purchasing of inputs to facilitate all other activities The improvement of technologies throughout the firm Activities associated with the management of personnel All general activities that support the entire value chain
31. ตัวอย่างของวิสัยทัศน์ Oasis Spa “ The best Thai Day Spa in Asia ” Sukko Spa “ The World first cultural spa and wellness ” The Royal Spa “ Leading Thai spa operator by providing world-class spa management and professional service ” VISION
41. VISION without ACTION is a dream. ACTION without VISION is a waste of time. VISION & ACTION without information is a disaster. ACTION with VISION can Change the world.
42. กลยุทธ์ในเชิงธุรกิจ Competitive strategy is about being different. It means deliberately choosing a different of activities to deliver a unique mix of value. Micheal Porter แนวทางและกระบวนการของการดำเนินธุรกิจเพื่อทำให้สามารถสร้างความแตกต่างที่ได้เปรียบในการแข่งขันกับกิจการอื่นได้
48. สร้างองค์กรที่เป็น Strategy-focused Business Units Executive Team Information Technology Balanced Scorecard Human Resources Budget & Capital Investments Strategy
49. A map is handy to communicate (=Strategy map) how you plan to get (=Strategy) from where you are (=Mission) to where you want to be (=Vision)