毕博-管理咨询工具方法―Copy of Positioning Your Business

定位你的企业PositioningYourBusiness[企业名称][BusinessName]BusinessPerformanceImprovementProgram3.2PositioningYourBusinessWorkbookIFC-CPDF概述…Overview…了解你所处的行业是制定战略的第一步Understandingyourindustryisthefirststageinthestrategyprocess第二步包括作出你如何在该行业中进行定位的决定ThesecondstageinvolvesdecidinghowyouwillpositionyourselfwithinthatindustryBusinessPerformanceImprovementProgram3.2PositioningYourBusinessWorkbookIFC-CPDF竞争的战略…CompetitiveStrategies…根据迈克尔E·波特的理论，有4种竞争战略：AccordingtoMichaelE.Porterthereare4competitivestrategies:-总成本领先战略－宽泛的市场CostLeader–broadmarket-差异化－宽泛的市场Differentiation–broadmarket-总成本领先战略－专小市场（特殊市场）CostLeader–narrowmarket(niche)-差异化－专小市场（特殊市场）Differentiation–narrowmarket(niche)BusinessPerformanceImprovementProgram3.2PositioningYourBusinessWorkbookIFC-CPDF在宽泛的市场中竞争…CompetinginBroadMarkets…一些企业（尤其是大型企业）会选择在多个目标市场中经营（目标市场根据顾客和行业进行分类）Somebusinesses(particularlylargerones)choosetooperateinanumberofindustrysegments(bothintermsofcustomersandindustries)例如，一个大的酒店企业可能在以下细分市场中经营：Forexample,alargehospitalitybusinessmayoperateinthefollowingsegments:-便宜的酒店住宿BudgetHotelAccommodation-咖啡店CoffeeShops-精细的餐宴FineDiningBusinessPerformanceImprovementProgram3.2PositioningYourBusinessWorkbookIFC-CPDF在宽泛的市场中竞争…CompetinginBroadMarkets…在每个细分市场中，企业要选择一个定位战略Ineachsegmentthebusinesswillchooseapositioningstrategy重要的是要强调在一个宽泛的市场范围中经营，其本身并不能为企业带来优势ItisimportanttonotethatoperatinginabroadrangeofmarketsdoesnotinitselfofferautomaticadvantagesBusinessPerformanceImprovementProgram3.2PositioningYourBusinessWorkbookIFC-CPDF在专小市场中竞争…CompetinginaNarrowTarget…这通常是指定位于专小市场,或运用独特性战略Thisisoftenreferredtoasnichepositioningorafocusstrategy许多小型企业选择一个专小市场作为目标市场，因为往往对一个小企业而言，能更灵活地满足顾客的需要Manysmallbusinesseschooseanarrowtargetsinceitisgenerallyeasierforasmallerbusinesstobemoreflexibleinmeetingtheneedsofthecustomer然而为了让企业利用该战略取得成功，其瞄准的市场必须是有吸引力的HoweverinorderforabusinesstobesuccessfulwiththisstrategythemarketwhichitistargetingmustbeattractiveBusinessPerformanceImprovementProgram3.2PositioningYourBusinessWorkbookIFC-CPDF总成本领先战略…CostLeaderStrategy…这是指的是寻求一个在行业中最低成本结构的战略Thisreferstopursuingastrategywhereyouhavethelowestcoststructureintheindustry-更低的成本导致更高的盈利能力，但是前提是低成本结果不会显著影响顾客对质量的认知与需求Lowercostsresultsinhigherprofitability,aslongasthelowercoststructuredoesnotsignificantlyaffectthecustomer’sperceptionofqualityandthereforedemand如果你将自己定位于价格领导者(低价)，你就必须专注于成为一个成本领先者IfyouarepursuingthepriceleaderpositionyoumustalsofocusonbecomingthecostleaderBusinessPerformanceImprovementProgram3.2PositioningYourBusinessWorkbookIFC-CPDF差异化战略…DifferentiationStrategy…一个企业能通过与其竞争对手就产品或服务进行区分来获得竞争优势Abusinesscanachieveacompetitiveadvantagethroughdifferentiatingtheirproductsorservicesfromthoseoftheircompetitors然而差异化的基础是必须要向顾客提供有价值的东西HoweverthebasisofdifferentiationmustrepresentsomethingofvaluetothecustomerBusinessPerformanceImprovementProgram3.2PositioningYourBusinessWorkbookIFC-CPDF差异化战略…DifferentiationStrategy…如果企业成功地将自己的产品与服务区分开来，就能够提高其价格Bysuccessfullydifferentiatingproductsandservicesabusinesscancommandapricepremium在很多时候，就产品本身来说，要想将其区分开来是很困难的，但是往往可以通过产品的服务过程来进行区分，如客户服务，承诺等。Whileitissometimesdifficulttodifferentiatetheproductitselfdifferentiationcanalwaysbeachievedthroughtheprocessofdeliverytothecustomere.g.customerserviceprocedures,guaranteesetcBusinessPerformanceImprovementProgram3.2PositioningYourBusinessWorkbookIFC-CPDF练习…Exercise…你在一个宽泛的还是在专小市场中经营？Doyouoperateinabroadornarrowrangeofmarkets?-请完成你的工作手册PleasecompleteyourworkbookBusinessPerformanceImprovementProgram3.2PositioningYourBusinessWorkbookIFC-CPDF练习…Exercise…你目前采用的是什么竞争性战略？是专小市场成本领先战略还是宽泛市场差异化战略等？Whatcompetitivestrategiesdoyoucurrentlyusee.g.nichecost-leaderorbroadmarketdifferentiationetc?-请完成你的工作手册PleasecompleteyourworkbookBusinessPerformanceImprovementProgram3.2PositioningYourBusinessWorkbookIFC-CPDF给战略定位…PositioningStrategy…确定你定位战略的第一步是先了解你目前的定位和你竞争对手的定位Thefirststepindeterminingyourpositioningstrategyistofirstunderstandyourcurrentpositioningandthatofyourcompetitors此练习的目的是请你专注于你的主要市场ForthepurposeofthisexercisepleasefocusonyourprimarymarketBusinessPerformanceImprovementProgram3.2PositioningYourBusinessWorkbookIFC-CPDF给你的企业定位…PositioningYourBusiness…请参见你的工作手册-用一个X来标明你目前的位置-标出你三个最重要的竞争对手的位置－请把他们的名字写出来-标出其他竞争对手的位置Pleaserefertoyourworkbook-PlaceanXtomarkyourcurrentposition-Markthepositionofyour3mostsignificantcompetitors–pleasenamethem-MarkthepositionofothercompetitorsBusinessPerformanceImprovementProgram3.2PositioningYourBusinessWorkbookIFC-CPDF给你的企业定位…PositioningYourBusiness…区别之处清晰的价值所在DIFFERENTIATIONArticulatevalue高价格HighPrice无法生存公司不盈利UNSUSTAINABLEFirmnotprofitable价格领导者满足质量PRICELEADERMeetquality无法生存顾客不愿购买UNSUSTAINABLEConsumerswillnotbuy低质量LowQuality高质量HighQuality低价格LowPriceBusinessPerformanceImprovementProgram3.2PositioningYourBusinessWorkbookIFC-CPDF总结你的定位…SummarisingYourPositioning…请描述你目前的行业定位？Pleasedescribeyourcurrentindustrypositioning?-请完成你的工作手册PleasecompleteyourworkbookBusinessPerformanceImprovementProgram3.2PositioningYourBusinessWorkbookIFC-CPDF总结你的定位…SummarisingYourPositioning…该定位拥有哪些优势？Whataretheadvantagesofha