Strategy Management Lesson1:

1> etIGIVeTAkarRKb;RKgCayuTæsaRsþ?

cMelIy³karRKb;RKgCayuTæsaRsþKWCakarRKb;RKg;elIkarsMerccitþnigskmµPaBnana EdlTak;Tgnwgkic©karryH eBl Evgrbs;Rkumh‘un rW GgÁPaB. karRKb;RKgenHsMedAelI dMeNIrkarEdlTak;TgnigkarRKb;RKg karGnuvtþnig vaytMél nUvyuTæsaRsþcaM)ac;sMrab;karGPivDÆn_ryHeBlEvgedayEp¥keTAelIbriyakasniglkçx½Nðxagkñúg EdlRkumh‘unman.

2> cUrniyayBIdMeNIrkarénkarRKb;RKgCayuTæsaRsþ?

cMelIy³dMeNIrkarénkarRKb;RKgCayuTæsaRsþrYmmanCMh‘andUcxageRkam³k> eFIVkarkMNt;nUvtMélsMxan;rbs;Rkumh‘un rWtMélRbcaMRkumh‘uneday kMnt;nUv Value ,

Vision, and Mission rbs;Rkumh‘un.x> eFIVkarkMnt;nUvTisedArW eKaledAényuTæsaRsþK>bnÞab;mkRtUveFIVkarGegátemIlnUvbriyakasxageRkAedayrk[eXIj nUvGIVCa»kasrbs;Rkumh‘unnigGIVCa»kas

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KMramkMEhgdl;Rkumh‘unrYcehIyeTIbQaneTAdl;karBInitüemIl»kasxagkñúgrbs;GgÁPaBvijmþg edayBinitü emIl nUvcMNucxøaMg nig cMNucxSayrbs;Rkumh‘un.X>CMh‘anenHRtUvEteFIVkarviPaKnUvyuTæsaRsþehIybnÞab;mkRtUveRCIserIs ykyuTæsaRsþEdlRtUveRbI.g>eFIVkarGnuvtþn_nUvyuTæsaRsþEdl)aneRCIserIsenaHenAkñúgGaCIvkmµpÞal;c>CMh‘ancugeRkayenHKWkarRtYtBinitüemIlnUvyuTæsaRsþEdl)aneRbIR)as; ebIBinitüemIleTAeXIjfa l¥RtUvEtrkSa Tuk [enAdEdl EtebIvaminl¥RtUvEt rk[eXIjfabNþalmkBImUlehtuGIVedIm,IgayRsYlkñúgkarEkERb (Feed back).

Lesson 2:

3> PaBxusKñarvag Vision,

Mission manGIVxøH? nig]TahrN_ cMelIy³

Vision Mission

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-eFIVkarepþatsMxan;eTAelIGnaKt-edayEp¥kelIkareqøIysMnYrdUcxageRkam³ 1-etIeyIgcg;køayCaGIV?2-etIeyIgcg;begáItRkumh‘unRbePTsMrab; eBlGnaKtGIV?-CaRbeyaKxIøEx:sssssssss

-

eFIVkarepþatsMxan;eTAelIeKalbMNgénkarerobcM b¤ ehtuplsMrab;eFIVGIVmYy.-edayEp¥kelIkareqøIynUvsMnYrdUcxag eRkam³1-etIGaCIvkmµrbs;eyIgCaGaCIvkµGIV?2-etIeyIgCanrNa?3-etIeyIgkMBugeFIVGIV?4-etIeyIgeFIVvaedIm,InrNa?-CaRbeyaKEvgEx:sssssssss

Lesson 3:

3-cUrBnül;BI;\TæiBl Key external / General enviroment

eTAelIGgÁPaBNamYy EdlGñksÁal;?cMelIy³ktþabriyakasTUeTAxageRkAmanRkumh‘unxøH

-ktþaesdækic©³ ktþaesdækic©Ca\TiæBlRbeyaKmYyEdlb:HBal;eTAelI Rkumh‘un

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nigGgÁPaBdUcCa³ GtiprNa britþprNa PaBERbRbYlénGRtarUbiy_vtßú GrtakarR)ak;TIpSarhirBaØvtßú vdþénBaNiC¢kmµ GDP nigkMritKµankargar eFIV.l. ktþaesdækic©enHeTAelI esdækic©Cati nig esdækic©GnþrCati. Ex:vibtþiesdækic©BiPBelakeBlbc©úb,nñ)an CH\TiæBlGaRkk;dl;Rkumh‘unplitT,anenARbeTskUer:ma:kSsangyong rhUtdl;kS½yFnedaysarEt Føak;cuH tMrUvkareRbIR)as;enAelIBiPBelak. karFøak;cuHtMrUvkarenHeFIV[Rkumh‘un Ssangyong minmanlTæiPaBebIkR)ak; Ex[buKÁlikCag 4000nak;.

-ktþaRbB½næneya)ay³ EpñkenHRtUvBak;B½næ nigRbB½næc,ab;RKb;RKgrbs;RbeTsnImYy²EdlRkumh‘unzit enA dUcCa³ c,ab;RbqaMgnwgCMenO c,ab;karBar brisßan c,ab;Bnæ karelIkTwkcitþBiess c,ab;sMrab; BaNiC¢kmµbreTs Gak,kiriya cMeBaHRkumh‘unbreTs c,ab;cMeBaHkarCYlrW pSBVpSay nig CaBiessKWPaB sißtefrrbs;rdæaPi)al.Ex: eBlfµI²knøgmkenHrdæaPi)al)anbegIátc,ab;fIµmYyRbqaMgnigkarelgEl,gsIusgRKb;RbePTeday

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rdæaPi)al )anRbkas[biTRKb;bnEl,gsIusgEdlnaM[b:HBal;dl; sgÁmExµrkñúgenaHmanRkumh‘un CAMBOSIX CaRkumh‘un Pñal;)al;Tat;pþac;muxeKenARbeTskm<úCa nigkMBugrIkcMerIn ya:grlUn RtUv)anbiTTVarEtmYy BRBicEPñk edaysarEt \TiæBlc,ab;rdæaPi)al.

-ktþasgÁmnigvb,Fm’³ Rkumh‘unTTYlrgnUv\TiæBlBItMrUvkarsgÁm nigenA eBlEdl sgÁmmankarERbRbYl. PaBERbRbYléncMnYnRbCaCn v½y nigCaBiess\TiæBlénsasna nigBUCsasn_. Ex:Cak;EsþgsgÁmExµrbc©úb,nñ mankarERbRbYlvb,Fm’Ca eRcInedaysarEt\TiæBlvb,Fm’breTs dUcCakaresøókBak;karbriePaKGahar kartubEtgxøÜn sasna nig Pasa. ktþaenHehIyEdlCMruj[ekItmaneT,IgRkumh‘un Pizza World Rkumh‘un enH)anplitplnM Pizza lk;kñúgTIpSarPñMeBj Rbkb edayeCaKC½y.

-ktþabec©keTs ³ ktþaenHmanBak;B½næeTAnwgPaBrIkcMerIn én bec©kviTüaBiPBelak eTAtamEpñknImYy² dUcCaEpñk kMuBüÚT½r RbB½næ TMnak;TMngmnusSynþ.l. karykcitþTukdak;rdææaPi)alCamYyEpñk R & D

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karTijb ec©kviTüafIµ nig karhUr cUlKWCa»kas nigkarKMram kMEhgcMeBaHRkumh‘un. Ex:bc©úb,nñBiPBelakkan;EtrYmtUceTA edaysarEt bec©viTüaTMenIb eFIV[mankar dwkCBa¢Ún karpþl;Bt’man karepÞr cMeNHdwg GaceFIV)an ya:gqab;rh½s nighUrcUl ecjedayesrI. dUecñHFnaKareGsIulIda )anbegáItplitplfIµ2eTot KW ma:sIun dkR)ak; (ATM) nigma:sIunqUt(DOTS) Edlpþl;PaBgayRsYlnig PaBTan;sm½ydl; GtifiCn RKb;mCÄdæan.Lesson 3:

4-cUrBnül;GMBI Porter Five Model?cMelIy³kMlaMgRbkYtRbECgrbs;elak Porter man 5 KW ³1-

karKMramkMEhgBIskþanuBlénGñkcUlfIµ³ mann½yfasmtßPaBénGñkEdlcUleTArksIufIµenaHvamanPaBxøaMg Cag rW Rbhak;RbEhlGñkcas;CaBiess KWRbPBTunEdlGacKMramdl;Gñkcas;kñúgcMnucenHEdleKcg;Binitü nUv lTæPaBGñkrksIufIµsMrab; GaCIvkmµrW]sSahkmµEdlmanRsab;.Ex:Rkumh‘unTUrs½BÞ 011 RtUv)anKMramedayRkumh‘un 010/ 093 nig 090/ 068 kñúgkrNIenHEdlKWman ]bsKÁ

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mYycMnYnkñúgkarraraMgmin[GñkfIµcUrenAkñúgGaCIvkmµEdlman Rsab;³

-tMrUvkarTun -plitplxuseKKWl¥Ék -Economic fo scale -cMnaykñúgkarepÞrBIplitplmYyeTAplitplmYyeTot

-dMeNIrkarEbgEck -eKalneya)ayrbs;rdæaPi)al

2-GMNacrbs;GñkpÁt;pÁg;³ mann½yfaenAkñúgkarrksIuCYnkalmanGñkpÁt;pÁg;eRcIn ehIyEpñkxøHeTotmanGñk pÁt;pÁg;tiebIGñkpÁt;pÁg;eRcInnaM[GMNacexSayCagRkumh‘ug EtebIGñkpÁt;pÁg; ticnaM [GMNacGñkpÁt;pÁg;xøaMgCagRkumh‘un kñúgcMNucenHKWeKcg;BinitüemIlnUvGMNaccrcaEdlGñkpÁt;pÁg;manenA kñúg]sSahkmµCak;lak;mYy.Ex: EDC CaGñkpÁt;pÁg;GKIÁsnIpþac;muxPñMeBj .

3-GMNaccrcarrbs;GtifiCn³ enAkñúgEpñkenHeKcg;BinitüemIlnUvkMriténtMélcrcarEdlGtifiCnman]sSahkmµCak;lak;mYyCamYykMriténtMélniglkçNHepSg²eToténkarTijehIyebIGMNacénkarcrcarGtifiCnx<s;KwminsUvTak;Taj [eTARkumh‘uncUleTAvinieyaKkñúgvis½yenHeT,Iy.Ex:ktþaEdlGtifiCnmanGMNaccrcarrYmman³

-RkumGñkTijepþatelITMnijCak;lak;mYy -GtifiCnTijkñúgbrimaNeRcIn

-TMnijEdlGtifiCnTijkñúgtMélx<s; -plitplGñklk;dUcKña

-TMnijmanKuNPaBGn; -GtifiCnGaceFIV)anedaymin)ac;Tij

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-GtifiCnsÁal;Gñklk;c,as;las; -smtßPaBrbs;GñkTijxøaMg

4-plitplCMnYs³ KwsMedAeTAelIplitplTaMgT,ayNaEdlGacCMnYsKña)an ehIyebImanplitplCMnYs enHKWvaminsUvTak;Taj[eKcUleTArksIueTeRBaH BYkeKcg;rksIunUv]sSahkmµEbøkBIeK.Ex:Coca Cola GacCMYseday Pesi Cola

5-karRbkYtRbECgkñúgRkumh‘unEdlmanRsab;³kñúg]sSahkmµxøHmankarRbkYtRbECgexSayxøHeTotman karbkYtECgxøaMgkñúgkardeNþImykcMENkTIpSarEdlktþamYycMnYnkñúgkarbegáInkarRbkYtkñúgrgVg;]sSahkmµ Edlman Rsab;³

-cMnYnGñkRbkYtRbECgkan;EteRcIn -GRtarIklUtlas;kñúg]sSahkmµ

-cMNayGtifiCnTabkñúgkarpøas;bþÚr rWepÞrkareRbIR)as;plitpl

-]bsKÁénkarcUlTab -]bsKÁénkarcUlx<s;Rkumh‘unTUrs½BÞ 011/ 012 nig 016

eFIVkarRbkYtRbECgKñaya:gxøaMg\T,ÚvcMnYnGñkRbkYtRbECgkan;EteRcIn KWekIneT,Ig 010/ 090/ 013Lession 3:

5/ Contruction EFE Matric: External Factors evaluation matrix EEDC

Nº Key external Factors Weigh Rating W.SOpportunitie:

1 pþac;muxkñúgkarlk;nigEckcayenAkñúg P.P rW TUTaMgRbeTs

0>!%

$ 0>

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^2 kMlaMgBlkmµmantMélefakg

ayRsYlrk buKÁlikmannig KµanCMnaj

0>!%

# 0>$%

3 GMNaccrcarbs;GtifiCnTab 0>!%

$ 0>^

4 FnFanFmµCati)anBITenøemKgÁ)anpþl;»kassMrab;karGPivDÆn¾ va:rIGKÁisnI

0>!0

@ 0>@

5 esdækic©rIkcMerIntMrUvkarekIneT,IgCaRbcaM

0>!%

0>$%

+Threats

1 karbg;BnæeTArdækat;bnßyR)ak;cMeNj

0>0%

@ 0>!

2 GRtakarR)ak;énbMNulekIneT,Ig

0>0%

! 0>0%

3 tMéleRbgeT,IgéføGñkpÁt;pÁg;eRbgEtmñak;

0>!

@ 0>@

4 GaCIvkrmYycMnYneRbIma:sIunePøIgpÞal;xøÜnGnaKteKGaceRbIkaMrsIµ

0>0%

@ 0>!

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RBHGaTitüCMnYs5 cMNUlCaR)ak;erolÉcMNayvij

CaR)ak;dUløa0>0%

@ 0>!

Total !>00

@>*%

EDC man Weigh Score = 2.85 vabgðajfa/ EDC EDC

man]kaseRcInkñúgkarRbkYtRbECg

Nº Key Ixternal Factors Weigh Rating W.S

÷ PaBxøaMg1 RKbdNþb;TUTaMgRbeTs 0>

!%$ 0

>^

2 GtifiCneRbIeRcIncMeNjeRcIn 0>!0

# 0>#

3 buKÁlikmanbTBiesaFn_ 0> # 0Page 10

EDC in Scetor V (Hold and Maintain)=> Medium EFE Total score and average IFE total score =>

karpþl;eyabl;CayuTæsaRsþ³ Concentration(EDC) KYrBRgIkTIpSa

!0 >#

4 manedImTunFMmingaydYlrlM

0>!0

$ 0>$

5 famBlxøaMgbMeBjRKb;tMrUvkarRbCaCn

0>!%

# 0>$%

÷ PaBexSay

1 ]sSah_dac; ¬famBlEckcaymankMrit mineqøIytbtMrUvkar ¦

0>0%

! 0>0%

2 GtifiCnCMBak;bMNuleRcIn¬rdæ¦

0>!0

@ 0>@

3 bkSBYkniymelIbuKÁlik 0>0%

! 0>0%

4 BMusUvmankarbNþúHbNþalbuKÁlikbEnßmeTot

0>!0

@ 0>@0

5 eRbIkan;EteRcIn éføkan;EtekIn

0>!0

@ 0>

Page 11

@0

Total !>00

@>&%

EDC man weight score=2.75 vabgðajfa EDC

maneKalCMhrxagkñúgrwgmaM.vaytMél I E Matrix nigpþl;Gnusasn¾ IFE Total Score.

Lesson 4:6>cUrBnül;BImuxgar Marketing?

muxgar Marketing man7 muxgardUcteTA ³1-karviPaKGtifiCn ³ KWCakarBinitüemIlnigkarvaytMéltMrUvkaresckIþR)afñanig cMNg;cMNUlcitþrbs;GtifiCn Bak;Bn½ækarRKb;RkgsÞabsÞg;GtifiCn karviPaKBt’man GñkeRbIR)as;

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EDC in Scetor V (Hold and Maintain)=> Medium EFE Total score and average IFE total score =>

karpþl;eyabl;CayuTæsaRsþ³ Concentration(EDC) KYrBRgIkTIpSa

karvaytMélyuTæsaRsþ sßanPaBTIpSar karbegIát nUv Bt’manTak;TinnwgGtifiCnnigkarkMnt;nUvyuTæsaRsþcMENkTIpSard¾RbesIr.2-karlk;plitpl nig esvakmµ ³ karGnuvtþn_yuTæsaRsþeCaKC½yCaTUeTAEp¥keTAelIsmtßPaBrbs;GgÁPaB edIm,Ilk;plitplrWesvakmµmYycMnYn. karlk;rYmmanskmµPaBTIpSarCaeRcIndUcCa karpSayBaNiC¢kmµ karpSBVpSaylk; karRbkaspSay karlk;pÞal; karRKb;RkgkMlaMglk; karTMnak;TMngGtifiCn nigGñklk;ray.3-karerobcMEpnkarplitplnigesvakmµ ³ rYmmanskmµPaBCaeRcIndUcCa kareFIVBiesaFn_kmµTIpSar tYnaTIplitpl nigpøaksBaØa karRbDitkarFana karevcx©b; karkMNt;CMerIsplitpl rUbPaBplitpl KMrUrcnabfplitpl nigKuNPaBplitpl lubbM)at; plitplcas; nigpþl;esvakmµCUnGtifiCn.4-karkMNt;tMél ³Stakeholder man5sMxan;²Edlman\TæiBlelIesckIþ sMerccitþkMNt;éfø ³ GtifiCn rdæaPi)al GñkpÁt;pÁg; GñkEckcaynigédKUrRbKYt.CYnkalGgÁPaBnigbnþyuTæsaRsþsmarhkmµeTAmuxCamUldæan

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edIm,ITTYl)ankarRKb;RKgkarkMNt;tMéld¾RbesIr. rdæaPi)alGacbgçMdak;karkMritéfø karkMNt;éfø [RtwmRtUv kMNt;éfø Gb,brma éføÉksar karpSayBaNiC¢kmµtMélnigkarRtYt Binitüéfø.5-karEbgEck ³ plitkrEbgEckTMnijeTA[Gñklk;dMu Gñklk;ray GnþrkarI nigPñak;garlk;. 6-karRsavRCavTIpSar ³ KWCakarRbmUlBt’manBIGtifiCn édKUrRbKYt Gñklk;dMu Gñklk;raynigPñak;gar. CaBiessKWkarRbmUl Tinñn½ycMbg nigTinñn½ybnÞab;bnSM sMrab;viPaKTinñn½y.7-karviPaK»kas³ muxgarTI7rbs; Marketing KwkarviPaK»kasEdlBak;B½nækarvaytMéléføedIm GtßRbeyaCn_ nighaniP½ycUlrYmsMerccitþ Marketing. bICMh‘anRtUv)anTamTaredIm,I Gnuvtþn_karviPaK éføedIm nig GtßRbeyaCn_.

1-KNnaéføedImsrubcUlrYmkarsMerccitþ

2-)a:n;sµanGtßRbeyaCn_srubBIkarsMerccitþ 3-eRbobeFobéføedImsrubCamYyGtßRbeyaCn_srub.

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Lesson 5:

7-cUlBnül; Forward, Backward and Horizantal Integration?Forward Integration :

KWCayuTæsaRsþbegáItEpñkmYyeTot Tak;TgnigkarEbgEckEdlGñklk;dMu Gñklk; ray rWGñkEbgEck CaGñkRKb;RkgelI karEbgEcgedayxøÜnÉg.Ex: Rkumh‘un Coke eFVIkarEbgEckeeTAedb:UEckcay->Gñklk;ray -

> GtifiCneRbIR)as;cugeRkay.Backward Integration :

Tak;TgnigkarEsVgrkTMnak;TMngCamYyGñkpÁt;pÁg; edayBicarNaelIkarcab;édKU rW eFIVkarTijykRkumh‘ud¾éTEdlman lk; vtßúFatuedImrWplitplcaM)ac;[va. Ex: Rkumh‘un K Cement TijeragcRkenAextþkMBt

Horizantal Integration : sßanPaBmYyEdlRkumh‘unBIr rWeRcInEdlplit nUvTMnijRbhak;RbEhlKña rW Gnuvtþn_CMh‘an plitkmµdUcKñarYmbBa©ÚlKña nigRtYtRtaedayRkumh‘unEtmYy.Ex: Rkumh‘un Nésle )anTijTwkbrisuTæ Mineral water eRBaHRkumh‘unenHCaRkumh‘unEdlCab;cMNat;fñak;Cati ehIyCaRkumh‘unmanPaBxøaMgQanmuxeK eTIb Nésle TijRkumh‘unenH

Lesson 5:

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8-GIVeTACayuTæsaRsþénkarRbmUlpþMú (Concentration Strategy / Intensive )

cMelIy³ Concentration Strategy KWCayuTæsaRsþEdlsgát;F¶n; elI karerIkcMerInedayepþatelIplitpl rW TIpSarEtmYyeKEckyuTæsaRsþenHCa 3RbePTKW ³1/ Market Penetration

-karTRnÞanTIpSar³eFIVkarpSBVpSayplitpltamRKb;viFI[xøaMgkøaedIm,ITak;TajGtifiCnBIKUrRbKYtRbECg eKalbMNgedIm,I[cMENkTIpSar nigTMhM karlk;ekIneT,Ig. ]-karRbECgKñarvagRkumh‘un Smart Mobile (010, 093)

and Beeline (090, 068).2/ Market Development

-karGPivDÆn_plitpl³ eFIVkarEkERbbniþcbnþÜcrWk¾eFIV[RbesIreT,IgnUv plit rW plitfIµb:uEnþenAkñúgTIpSarEdlman Rsab;edIm,ITTYl)ancMENkTIpSar FMCagmun.]-Rkumh‘unkarer:meFIVkarbEnßmrsCatifIµelIkarer:meTAkñúgkaer:medIm,I[ q¶aj;CagmunmaneRcInCMerIsCagmun.3/ Product Development

Page 16

-karGPivDÆn_TIpSar³ epþateTAkarBRgIkTIpSareTAkñúgtMbn; rWenAeRkA RbeTs sMrab;kar. ]- FnaKareGsIulIda )anBRgIksaxatambNþalextþ nigRkugnana kñúg RbeTskm<úCaehIy)anbegIátsaxa enAkñúgRbeTsT,av.

Lesson 5:

9¼cUrBnül;rvagyuTæsaRsþTaMg3GMBIPaBdUcKña nigPaBxusKña?

÷yuTæsaRsþBRgIkTUlayekIteT,IgenAeBlRkumh‘unBRgIkGaCIvkmµ mUldæan rbs;xøÜn. yuTæsaRsþmanEbgEckCa3KW³-Concetric Diversification (Product Dirvers) :

CayuTæsaRsþBRgIkedaybEnßmplitpl rW esvakmµfIµb:uEnþmanCab; Bak;B½nænigplitpl nigesvakmµcas;.]-Rkumh‘unplitTUrs½BÞma:k Nokia EdlplitTUrs½BÞédes‘rIfIµTMenIbCabnþbnÞab;b:uEnþExSsgVak;plitkmµdUcKñadEdr

-Conglomerate Diversification (Concentric): CayuTæBRgIkedaybEnßm plitpl rWesvakmµfIµ b:uEnþminmanCab; Bak;B½nænigesvakmµcas;.]-Rkumh‘un m:ug riTIæ manGaCIvkmµelIdMNaMGMeBAehIyeRkaym

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k begIáteragcRk plitsársEdlplitplcas; KWGMeBA nig plitplfIµKWsárs.

-Horizontal Diversification : CayuTæsaRsþBRgIkedaybEnßm plitpl rW esvakmµfIµ EdlminmanCab; Bak;B½nænwgplitpl rWesvakmµcas;sMrab; GtifiCn bc©úb,nñ. ]-Rkumh‘un SONYplitnUvplitplmanRKb;RbePTdUcCa TUrTsSn_ TUrTwkkk ma:sIunft ma:ej:.

Lesson 6:

10-Explain Michael Porter’s Generic (Business Level) Strategy?-Porter

)ankMNt;nUvktþasMxan;BIrkñúgkareRCIserIsyuTæsaRsþKWPaBRbesIrén yuTæsaRsþnigeKaledAyuTæsaRsþ rbs;Rkumh‘un.-eyagtam Porter Rkumh‘unbegIátnUvyuuTæsaRsþ Marketing RbkbedayeCaKC½y dMbUgsikSa]sSahkmµEdl eKsißt enA[)an m:t;ct; ehIybnÞab;mkkMNt;PaB RbesIrényuTæsaRsþ nigrebob QaneTAkan;TIpSarrbs;eK.

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Ep¥kelIktþaTaMgenH yuTæsaRsþ TUeTA3 RtUv)anbegIáteT,IgcMeBaHRkumh‘un.1-PaBRbesIrEbøkBIeK³ Rkumh‘uncat;TukfaTIpSarTaMgmUl KWCayuTæsaRsþ eKaledA rbs;eKehIyPaBRbesIrrbs; eK)an pþl;nUvGIVEdlGtifCncat;GarmµN_dUcCa³ KuNPaBl¥ TMrg;plitpl pøaksBaØa bec©kviTüa rWPaBl,Il,ajén esvakmµ.2-PaBnaMmuxeKxagéføedImTab³KMnitrbs;Rkumh‘unKWTIpSarTaMgmUl CaTIpSareKaledArbs;eKehIysmtßPaBsMerc nUv éføedImTabbMputEdlGaceTArkplitkmµ nig karEbgEckedIm,I kMNt;éføplitpl rWesvakmµrbs;eK[TabCag KUrRbECg KWPaB RbesIr ényuTæsaRsþ.3-karRbmUlpþúM³ yuTæsaRsþrbs;eKsMedAeTArkcMENkTIpSarsMxan;mYyb¤mYycMnUnCaTIPSarTaMgmUl ehIyBüayamCMrujPaBnaMmuxeK xagedjéføedImTab nig TMrg;mYycMnYnénPaBRbesIrEbøkBIeK kñúg cMeNamTIpSareKaledA .

Lesson 6:

11-cUrerobrab;BICMh‘ankñúgkareFIV kñúgkarbegIát SWOT Matrix?

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cMelIy³ CMhanTI1³ eFIVtarag»kasxageRkAsMxan;² ya:gehacNas;cMnYn5 GMBIGgÁPaB.CMhanTI2³ eFIVtaragkarKMramkMEhgbriyakasxageRkA ya:gehacNas; cMnYn5 EdlkMBugKMramdl;GgÁPaB.CMhanTI3³ eFIVtaragBIPaBxøaMgxagkñúg ya:gehacNas; cMnYn5 GMBIGgÁPaB.CMhanTI4³ eFIVtaragBIPaBexSayEpñkxagkñúgya:gehacNas; cMnYn5BI GgÁPaB.CMhanTI5³ viPaKnigpþÚpÁg;PaBxøaMgxagkñúgCamYy»kasxageRkA nig eFIV tarag yuTæsaRsþ SO.CMhanTI6³ viPaKnigpþÚpÁg;PaBexSayxagkñúgCamYy»kasxageRkA nig eFVItaragyuTæsaRsþ WO.CMhanTI7³ viPaKnigpþÚpÁg;PaBxøaMgxagkñúgCamYykarKMramKMEhg xageRkA nig eFIVtarag yuTæsaRsþ ST.CMhanTI8³ viPaKnigpþÚpÁg;PaBexSayxagkñúgCamYykarKMramKMEhg xageRkA nig eFIVtarag yuTæsaRsþ WT.

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-SO Strategies : eRbIR)as;PaBxøaMgenAxagkñúgedaycab;ykpl RbeyaCn_ BI»kas xageRkA

-WO Strategies : BRgwgPaBexSayenAxagkñúgedaycab;ykpl RbeyaCn_ BI»kasxageRkA

-ST Strategies : eRbIR)as;PaBxøaMgenAxagkñúgedIm,IeCosvag kar KMramKMEhg xageRkA

-WT Strategies : kat;bnßyPaBexSayxagkñúg nigeCosvag kar KMramKMEhg xageRkASWOT Matrix

Leave BlankStrengths – S

List Strengths

Weaknesses – W

List Weaknesses

Opportunities – O List Opportunities

SO StrategiesUse strengths to take advantage of opportunities

WO StrategiesOvercoming weaknesses by taking advantage of opportunities

Threats – T List Threats

ST StrategiesUse strengths to avoid threats

WT StrategiesMinimize weaknesses and avoid threats

Lesson 6:

12-karerobcMnUv SPACE Matrix mYyrYmman7CMh‘an³k-karvaytMélnUvFS ehIy[RateBI1dl;6 ebI1exSayNas; ebI6xøaMgNas;.x-vaytMélnUv CA ehIyeday[ Rate BI -6eTA-1 ebI-6exSay Nas; ebI-1 xøaMgNas;.

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K-vaytMélnUv ES ehIyeday[ Rate BI -6eTA-1 ebI-6exSayNas; GesßrPaBxøaMg ebI1KWmanesßrPaBxøaMg.X-vaytMélnUv IS ehIy[ Rate BI 1dl;6 ebI1 exSayNas; ebI6xøaMgNas;.g-bUkbBa©ÚlnUvBinÞú FS and ES enAelIGkS½G½rdaenc-bUkbBa©ÚlnUvBinÞú CA and IS enAelIG½kSGab;sIusq-KUsbnÞat;én SPACE Matrix edayqøgkat;nUvcMnucRbsBVfIµ ehIyenAeBlEdlbnÞat;enARtg;NaenaHkarpþl;yuTæsaRsþ KW tamkaRdg;enaH.

]TahN_ FS=5, ES=-3, CA=-1, IS=4-FS-ES=5-3=2-IS-CA=4-1=3

SPACE Matrix

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cMNaM³ RbsinebIKNnacMNucNamYyeyIgRtUvykcMNucmYyenaH mkniyay.-

Aggressive:KWGgÁPaBrWk¾Rkumh‘unsißtenAkñúgcMNucl¥edIm,Ibnþ SO,WO nig ST Strategies edaykarpþl;CayuTæsaRsþ Growth Strategy. dUcCa Concentration Vertical, Horizontal integration, concetric, conglomerate diversification or combination strategy.-Competitive:

KWGgÁPaBEdledIrtYrnigBwgEp¥keTAelI

Competitive strategy

ehIykapþl;CayuTæsaRsþCaGnusan_rYmman Horizontal, Vertical integration concentration and Joint Ventures.-Competitive: KWGgÁPaBkMueFIVkarRbfuynig Risk

hYsehtueBkehIykar pþl;CayuTæsaRsþ

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CayuTæsaRsþrYmman Concentration and Concentric diversification.-Defensive:

GgÁPaBKYrEtBwgEp¥keTAelIkarGPivDÆn_nUv WT Strategy ehIykarpþl;yuTæsaRsþCaGnusasn_ rYmman Retrenchment dUcCa Turnaround, Divestiture, Bankruptcy and Liquidation.

13-BCG Matrix

* BCG Matrix eKalbMNgrbs; BCG Matrix

KWCYydl;Rkumh‘unkñúgkarviPaKnUvPaBxøaMg nigkarkarBarenA éf¶GnaKt rbs; plitpl nigplb½RtEdlman.tarag BCG Matrix: BCG = Boston Consulting Group Matrix Relative Market ShareRelative Market Share Medium

cMNaM³ RbsinebIKNnacMNucNamYyeyIgRtUvykcMNucmYyenaHmkniyay.

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0.2

-10

-Dog KWplitplrWesvakmµenaHeKcat;TukCa

Relatively Low Market Share nigEdlman Low Market Growth rate

ehIyyuTæsaRsþ Edlpþl;CaGnusaRsþKW Divest, Sell and Retrenchment. -Question Marke

KWplitplrWesvakmµenaHeKcat;TukCa Relatively

Low Market Share nigEdlman High Market Growth rate ehIyyuTæsaRsþ Edlpþl;CaGnusaRsþKW Growth

(Concentation) or Retrenchment.-Cash Cows KWplitplrWesvakmµenaHeKcat;TukCa

Relatively High Market Share nigEdlman Low Market Growth rate ehIyyuTæsaRsþ Edlpþl;CaGnusaRsþKW Stability

or Modest growth (Product Development).-Stars KWplitplrWesvakmµenaHeKcat;TukCa

Relatively High Market Share nigEdlman High Market Growth rate

ehIyyuTæsaRsþ Edlpþl;CaGnusaRsþKW Growth, add resources, more investment (Integration Concentation).

Lesson 6:

14- IE Matrix

-IE Matrix KWmanlkçNHRsedogKñanig BCG Matrix

EdrehIyeKeRbIva kñúgeKalbMNg nigvaytMélplb½Rt plitplrbs;Rkumh‘un.-karbegáIt IE Matrix man3CMh‘an ³k> eFVIkarKNnaBinÞú IFE

bnÞab;mkkt;RtaBinÞú IFE enAelIGkS½Gab;sIul Y

x> eFIVkarKNnaBinÞú EFE

bnÞab;mkkt;RtaBinÞú ú EFE

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K> kMnt;nUvTItaMgénRkumh‘unrbs;Gñk eTAtamBinÞú IFE nig EFE

-ebIKNnacM I, II, IV

RtUvpþl;CayuTæsaRsþCaGnusan_ Growth and Build

KWyuTæsaRsþ Concentration and Integration.

- ebIKNnacM III, V, VII

RtUvpþl;yuTæsaRsþCaGnusasn_ Hold and Maintain KWyuTæsaRsþConcentration.

- ebIKNnacM VI, VIII, IX

RtUvpþl;nUvyuTæsaRsþCaGnusan_ Harvest and

Divestiture KWyuTæsaRsþ Restructuring.

15¼ eFVIkareRbobeFob nigPaBp©úyKña Restruction and Reengineering & benefit of strategy.

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-Restructuring :

karkat;bnßyTMhMRkumh‘un/ bnßycMnYnnieyaCikEpñk ¬naykdæan¦ erobcMtamzanuRkménkarRKb;RKgEp¥kelIm©as; Share.dUcCa³ -Down sizing -Right sizing -Delayering

RtUveFVIGVI[cM EdleyIgcg;)anEX: dUcCakarBnüaeBlTij/ karbnßybuKÁlik.

- Reengineering :

kareFVI[kan;EtRbesIreLIg Tan;sm½yEpñkbec©keTs edaybBa©Úl sMPar³nig bec©kviTüafµI mans©ú³elOnCagmun eFVI[éføedImTab KuNPaBx<s;Cagmun.TaMg³ - Process management

- Process Innovation- Process redesign

dUecñHebIeRbobeFobKñaeTA ³ vamankarxusEbøkKñanigkarTTYl)an benefit TaMgBIrenH dUcxageRkam³ -Restructuring : bnßynieyaCik bnßyTMhMénRkumh‘un plRbeyaCn¾nieyaCikmankarxatbg; RtUv)an eKbnßykargar. cMEnkÉ Reengineering eFVI[nieyaCikTTYl)ankarbMBak;cMeNHdwg sMPar³bec©kviTüafµI.

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16¼GBaØtGefBIrénTIpSa eFVI[eCaKC½y nigbraC½ykñúgkarGnuvtþyuTæsaRsþTIpSar 1/Market Segmentation: RtUvEp¥kelIcMnucdUcxageRkam ³-tMbn;PUmisaRsþ (Geographic) TIRkugCnbT b¤breTs RtUvEbgEckTIpSartamRbePT BIeRBaHmnusSman ekµg eBjv½y nigcas;dUecñHkareRbIR)as;plitplmankarxusKñaEdr.-RbCasaRsþ (Demographic): BinitüemIl R)ak;cMNUl/ Gayu/ePT/ karGb;rM/>>>.l. EX: manbNÑaKarmYyenACnbT min)anKitfanisiSt b¤sisSEbbNacUlTijenaHeT naM[kareFVICMnYjenaHxat/-citþsaRsþ (Psychographic) BinitüelIrcnabTénCIvit (life style) tamrebobBIr³

-liberal ¬esrIPaB¦ -Conservation ¬GPirkS¦

-\riyabT (Behavioral): bgðajmnusScg;)anTMnijmanlkçN³dUcemþc? +Benefit , Quality, Price

2-/ Product Positioning : karkMNt;CMhrrbs;plitpl -Customer Wants: eyIgdwgehIyfaGtifiCn Katcg;)an KµanRBMEdneT dUecñHRtUVvbMeBjcitþGtifiCnenA eBlmanR)ak; cMNUleRcIn. -Customer Needs: RtUveronrebobGPivDÆn¾plitpltRmUvtamGV

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IEdlGtifiCncg;)an³Tn©wmenHeyIgRtUv eRbobeFobCamYyKURbECgEfmeTotelI +quality +Loyalty +Feature +Brand name

dUecñHGBaØatGefrTaMgBIrxagelIenHmansar³sMxan;Nas;kñúgkarQancUlTIpSaredIm,I[)aneCaKC½y.RbsinebIeyIgmin)ansikSa[ditdl;eFVIeGayplitpl nigesvarbs;eyIgbraC½y.

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