一、Business Environment level
1, Four levels
Global Marco environment
Industry or sector
Market or competitor
The organization
2, The model for analysising Marco environment-PEST
Channels to have Marco information: news media, industry media, word bank, government published information&FCST,overseas trade organization, professional business data provider, government departments of commerce
3, Company analysising model-5 Forces
Key: industry internal competition
4, Competitor analysis
Internal:financial strength, resource&capability, likely cost and therefore price, method of production and operation, management&organization
External: customer’s satisfaction, demand, likely spending power; difference with other competitors
Channels to get rival’s information: industry media, industry associations, financial data from rivals, observations, investor’s analysis on rival, former manager and staff, competitor accounting, published marketing research
二、Globalisation of business
1, impaction: global plants and markets, global employee, global supplier, global rivals
2, reasons: increased liberalization, improved IT technology, eger to lower cost, converge of same tastes creat global market
3, Consequence for business: need global strateg, face diverse operating environment, need manage relationship between different countries
三、Big data
1, characters: 4V
Volume, Variety, Velocity, Veracity &Value
2, uses of analytics
Internal: Monitor Operation efficiency, identify waste/cost & fraud
External: customer segments, tastes, satisfaction; supplier monitor; competitors activity; market trends
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