A successful case study of enterprise strategic management.

A successful case study of enterprise strategic management.

Introduction: Success is the fruit of the diligent, the goal of the tenacious, and the other side that the discouraged will never reach. The following are the successful corporate strategic management cases I have compiled. Welcome to reading.

Abstract: Since entering the 2 1 century, a series of bad news has seriously damaged Microsoft's growth prospects, giving people the impression of strategic confusion. Faced with such a situation, Microsoft decided to apply the company-level strategy to reorganize Microsoft. These strategies include diversification strategy, reorganization of core business departments, reorganization and improvement of their competitive position in the industry through acquisitions and strategic alliances, among which the company's diversification strategy is dominant. First, the enterprise background

1975, Bill? Gates and Paul? Allen founded Microsoft in Albuquerque, New Mexico City. After a series of development, Microsoft has become the leader in this industry, almost monopolizing the personal computer operating system and basic office software. However, with the bursting of the Internet economic bubble, Microsoft experienced the most difficult operating trough. In the anti-monopoly voice of the United States and the European Union, in the face of increasingly fierce competition in the desktop software market, its monopoly position has been challenged by a series of challenges, and the company's strategy is facing many problems.

(1) Political environment:

(1) 1998, the American judicial department filed an antitrust lawsuit against Microsoft, and initially ruled that it split Microsoft into two companies in 2000. Subsequently, Microsoft reached an experimental solution to protect Microsoft from splitting, but set restrictions on its operating system authorization policy. (2) While Microsoft has solved most antitrust problems, an investigation conducted by the European Union is still going on. In March 2004, the European Union fined Microsoft and asked it to provide the windows version to European computer manufacturers, from which the media player software was stripped.

(2) Economic environment:

① The Internet economic bubble burst, and Microsoft experienced the most difficult operating trough. (2) IT companies have become more concerned about the value of factory expenditure and implemented strict rules and guidance on IT expenditure. The ③CEO has higher requirements for the return on investment (rdi) of technology development. The IT industry is considered to be within 8 years? Technical digestion period? In the middle of 2003, the growth of overall IT expenditure will be relatively slow. ⑤IT investment grows slowly or even negatively. ⑥ Integration of mobile phone and notebook computer industries.

(3) technical shock:

New competitors can develop some popular programs faster than Microsoft, and Microsoft's position is severely challenged. In contrast, Microsoft is inefficient and the time to market for new products is prolonged. ③ Enterprises develop service-oriented systems (SOA), redesign facilities around business processes, and eliminate functional defects. ④ The alternative threat of free programs to personal computer software.

(4) Living habits/social factors:

① In McKinsey's research on IT expenditure trends, consumers hope to get more from their investment in science and technology. ② Customers often seek to change and upgrade the service methods used by their enterprises to meet their ever-changing business needs. (3) Commerce extends the Internet. ④ It goes deep into the development of most family and social computing technologies. (II) Industry structure (1) Industry competition changes:

(1) ①Linux, an operating system developed in the public domain and spread by gamers such as Red Hat. (2) Google and Yahoo have adopted an application service model that combines a new advertising-driven profit model, which enables them to develop open source and free software products for the public. With the growth of online services, Microsoft, Google and Yahoo have become important and leading Internet portals, and the competition is fierce day and night. (4) Google and Yahoo cooperate with several telecom or cable service providers to make their respective portals the default portals of the Internet. ⑤ Joining hands with AOL will help Google enrich its content and keep pace with Yahoo. ⑥ After major M&A in Oracle Bone Inscriptions in 2004 and 2005, the integration of business activities in the application field has come to an end, and SAP, Oracle Bone Inscriptions and IBM have become the market leaders. When competition becomes fierce, partnerships such as Microsoft, IBM and SAP will be destroyed. By investing in Xbox game consoles and mobile phones and IPTV, Microsoft can compete with competitors such as Apple and Sony in the entertainment and consumer markets.

(2) Changes in product demand:

① Customers need to constantly change and upgrade the services they use. (2) People's downloading and application of free executable programs will increase, which will replace static web pages and standard personal computer software on the Internet. (3) the change of marketing mode:

Many companies apply formal auction mechanism and require sellers to make a final decision on complex transactions through competitive process; And offset the cost of developing new products through advertising and cooperation. ③ Develop business by collecting customer feedback. ④ The combination of online sales and retail.

(3) Enterprise behavior

(1) Business expansion and contraction:

(1) Microsoft continued to diversify, expanding its production line to enterprise software and consumer goods, and (2) implemented a restructuring plan to divide the company into three business departments. ③ Enter the service market through MSN. ④2006 54 38+0 entered the commercial field of electronic games, and successively developed Xbox and xobx360. ⑤ Enter the mobile communication market ⑤ Develop a series of important tools to help consumers establish key factors on the SOA platform and develop unique network service standard components and solutions.

(2) the change of operation mode

① Do not compete with market-leading suppliers of application software products, and actively strive for opportunities in small and medium-sized enterprises. (2) Put products in front of competitors and gain a leading edge. ③ Cooperate closely with Japanese game manufacturers to suppress the traditional advantages of their two main competitors. ④ Abandoned the previous Intel and NVIDIA, and adopted the method of off-shelf sales. ⑤ Change its position in the cable TV market through strategic partnership. ⑥ Cooperate with French telecom technology suppliers to provide them with the required hardware.

(3) Management changes:

① Establish a business solution center. ② Grouping products and services to improve the synergy and agility of the organization ③ Reorganizing and reconstructing the core business departments. ④ Divide the company into three business single clouds.

(4) Operating performance

3. Market share

①Xbox became the second place in video games ②Xbox live is the leader of online games.

③windows mobile phone software replaces the Palm operating system of treo smart phone ④ Leading IPTV technology provider. Two. Mckinsey's seven-step analysis method (1) determines the company's market.

1. Microsoft has almost monopolized the operating system market, and the only thing that may challenge its dominance is Red Hatv's Linux.

Operating system.

2. Google and Yahoo are the main competitors in the MSN service product market, and the competition between them is quite fierce. 3. The competitors in the portal business market are Google and Yahoo, and Microsoft is in a very unfavorable position.

4. Oracle Bone Inscriptions, SAP and IBM compete in the field of software application. Several companies share the market.

The competitors in the entertainment and consumer markets are Apple and Sony. Through Xbox game consoles and investment in mobile phones and IPTV,

You can compete with it.

(2) Analyze every factor that affects the market.

1. In the operating system market, the factors that affect this market are technical level, financial strength, customer base and business model. For Microsoft, technical factors, financial strength and customer base are the driving factors. Business model is the inhibiting factor. This inhibitory factor is short-term and weak. Only in this way can this market go on.

2. In the MSN service product market, the factors affecting the market are financing mode, business direction, market share and technical level. For Microsoft, the financing model is the inhibiting factor. Its competitors show great competitiveness through advertising financing mode.

3. In the portal business market, determining the leading network portal is the key. Google and Yahoo have established cooperative relations with telecom or cable TV service providers. In this regard, Microsoft has shown a disadvantage.

4. In the field of software application, the main influencing factor is the service direction. After careful consideration, Microsoft chose not to compete with market leaders in the supply of application software products, but to actively seek opportunities among small and medium-sized enterprises. There are also technical level and market share.

5. In the entertainment consumption market, the influencing factors are technical level, after-sales service and customer recognition. Among them, customer recognition and after-sales service are important constraints.

As a highly competitive software company, there are many factors in the process of positioning the market. But there is no doubt that its development concept, development model, development direction and so on? Soft power? It is an important factor restricting its development.

(3) Find out the demand point of the market.

Customers find that IT facilities can't keep up with the rapid changes in business, and enterprises begin to redesign IT facilities around business processes rather than functional applications. This shows that the demand point of the market is changing. Customers will no longer only pay attention to the functionality of products, they need more detailed and targeted products, which is also one of the demand points in the market.

The market will gradually make commercial applications free. Free commercial applications will make enterprises more competitive, which is also the demand point of the market.

(4), market supply analysis

In the market operated by Microsoft, Red Hatv, Google, Yahoo, Oracle Bone Inscriptions, SAP, IBM, Apple and Sony are the main competitors. But in the whole value chain, due to different positions, we can turn our competitors into partners. We can compete with Red Hat in the operating system market, but we can also compete with Google in the portal business market with Red Hat.

Microsoft's supplier in the operating system market is the whole user group; In the MSN service product market, the portal business market also has a wide range of customers; In the field of software application, it is mainly the management crowd of small and medium-sized enterprises; The entertainment and consumer markets are users of game consoles and telephones.

(5) Find out new space opportunities.

The key buying factors are portal business market and entertainment consumption market. In the portal business market, Google and Yahoo have not fully established their dominant position, but are just new pioneers. Although Microsoft is at a disadvantage in the competition, there is still a market to carve up and cooperative service providers. The entertainment consumer market is a very big cake. Although companies such as Sony and Apple have become top positions, there is still room and opportunities for development in this market. And through Xbox game consoles and investment in mobile phones and IPTV, Microsoft has established a foundation for development. (vi) Business model

Compared with portal business market and entertainment consumption market, portal business market will have greater advantages and operability. This is not only because Microsoft has a good business performance in similar markets in the past, but also because it has a quite mature business model in this market: cooperating with communication service providers to become a leading network portal, and then using the network to enhance its influence and maintain operating expenses (advertising fees, etc. ) and reach the top position of the enterprise in the market. This will greatly improve the competitiveness of enterprises. (7), venture capital decisions

There is no doubt that Microsoft was and is successful. In the face of the development prospects that may change, how to make investment decisions and the risks of decision-making must be considered.

First, paying attention to the current business organization mode, organizational structure and investment direction may change and affect the relatively stable structure.

Secondly, investment often means the change of capital flow and business focus, which may lead to the reversal of business advantages. Finally, whether there is an error in our predicted investment direction will also lead to investment risks. V. Conclusion

Enterprises must carefully analyze the new business policies and ideas of government agencies and formulate political strategies to influence government policies and behaviors that may affect them, so that enterprises can cope with these differences and changes.

Establish your own core competitiveness and implement cost leadership/differentiation strategy. As the IT industry is a fast-circulating market, enterprises should focus on learning how to develop new competitive advantages over the past quickly and continuously, and upgrade and innovate products quickly. In this way, enterprises can gain competitive advantage and make strategic competitiveness a pioneer in the industry.

Establish a clear enterprise mission and vision system, maintain the core, optimize the strategy, make the enterprise's strategy clearer, the process smoother, and improve the status quo of strategic confusion.

In the development of diversification strategy, we should strive to form a scope economy based on the transfer of core competitiveness, and we can also enjoy it at the relevant diversification level to produce greater synergy. At the same time, we can improve the market influence through multi-point competition and vertical integration, and change the unfavorable competitive position of enterprises in the target market through this series of measures. At the same time, enterprises should also prevent excessive diversification from bringing negative effects to enterprises, pay attention to the synergistic effect in the process of related restructuring and integration, and build a financial economy. This will contribute to the coordinated development of the company and the smooth implementation of the diversification strategy.

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