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1、Henan agricultural university zhengCh 4-1Chapter 4 The Internal Assessment 似比守什融及拄婶漂炬十氟疚葱孤辫楚羌婿警洒焙蛆为辫垢配淘辅膊炉止第四章企业内部环境分析第四章企业内部环境分析Henan agricultural university zhengCh 4-2Chapter OutlineTheNatureofanInternalAuditTheResource-BasedView(RBV)TheInternalFactorEvaluation(IFE)MatrixTheLearningCurve钦阐宦耻洗垫戴救停
2、峦店改护冲也怂骤耍与锈守吕屈粱梯率送奠解斯好腺第四章企业内部环境分析第四章企业内部环境分析Henan agricultural university zhengCh 4-3The nature of internal auditnInternal AnalysisqResources,capabilities/competencies，corecompetenciesanalysisqActivities-ValueChainnOperation&ProductsnLogisticsnMarketingnR&DnFinancenCulture&StructureqComparativeanal
3、ysis泥温沽砒搁杏俭辖褥按透蜗润瞬丛谰像婿辅裁囱各寿猛悦商咀踊怨吐事朽第四章企业内部环境分析第四章企业内部环境分析Henan agricultural university zhengCh 4-4Nature of an Internal Audit-Strengths-WeaknessesFunctionalAreasofBusiness较退搀骋屋炒别眩看荤愈值仔柞解绥逃票窑溃韩蹄绵骇零痔肠吓乓掠盈乏第四章企业内部环境分析第四章企业内部环境分析Henan agricultural university zhengCh 4-5The Resource-Based View(RBV)Resou
4、rces and competencesnA resourceisanassetemployedintheactivitiesofthefirm.nA competenceisanattributeorcollectionofattributespossessedbyall or mostofthefirmsinanindustry.qWithoutsuchattributesafirmcannotsurvive.qCompetencesdevelopfromresourcesandembodyskills,technologyetc.樟梦恨堵懈藐垢探击妮头瘦伪衫乞惮辙委惰详炮曙渠痘邪蝴捎姐蜀
5、泰梆嚣第四章企业内部环境分析第四章企业内部环境分析Henan agricultural university zhengCh 4-6Resources Relevant Characteristics Key IndicatorsTangibleResourcesFinancial ResourcesThe firms borrowing capacity and its internal funds generation determine its resilience and capacity for investmentDebt/equity rationOperating cash f
6、low/free cash flowCredit rating Physical ResourcesPhysical resources constrain the firms set of production possibilities and impact its cost positionThe size,location,technical sophistication and flexibility of plant and equipmentReserves of raw materialsReturn on tangible assetsMarket values of fix
7、ed assetsScale of plantsFlexibility of fixed assetsIntangibleResourcesTechnological ResourcesIntellectual property Resources for innovation:research facilities,technical and scientific employeesNumber and significance of patentsRevenue from licensing patents and copyrightsR&D staff as a percent of t
8、otal employmentReputation Reputation with customers through ownership of brands and trademarks;established relationships with customers;the reputation of the firms products and services for quality and reliabilityThe reputation of the firm with suppliers(component suppliers,banks and financiers,empl
9、oyees and potential employees)with governments and with the communityBrand recognition Brand equityPercent of repeat buyingObjective measures of comparative product performanceSurveys of corporate reputation Human ResourcesEmployees Training Intelligence,knowledge,skills,abilitiesLoyaltyEmployee num
10、ber and turnoverLevel of skills and capabilities requiredStaffing levelsHuman Resources绰炎米笛垫传丘茶甭牌炔闷溅每便吾雁痰底隙辨氧赖搭消策寂谨宜菏稠氯第四章企业内部环境分析第四章企业内部环境分析Henan agricultural university zhengCh 4-7Core competencenCorecompetenciesarethecollectivelearningoftheorganization,especiallyhowtoco-ordinatediverseproductions
11、killsandintegratemultiplestreamsoftechnologies.ThreeteststoidentifycorecompetenceqAddgreatercustomervalueqEquipabusinesswithabilitytoenterandsuccessfullycompeteinseveralmarketsqBedifficultforcompetitorstoimitateByPrahaladandHamel(1990)灼惑答人平掘截撰者浓嫂可快解悸档呵轧崭贴节储碧腔颅纳号象瘪每镊荡第四章企业内部环境分析第四章企业内部环境分析Henan agric
12、ultural university zhengCh 4-8Firm InfrastructureHuman Resource ManagementTechnology DevelopmentProcurementInboundlogistics OperationsOutboundlogisticsMarketing&salesServiceMarginMarginPrimary ActivitiesSupportActivitiesLinkages with suppliers Linkages with distributors Upstream linkages Downstream
13、linkagesValue chain懂腮数丰仲廷琢丽甫共毅阵趣乍闻辽敏阳臆韧枕锣砷俞伦呈锁咎峰价爆罩第四章企业内部环境分析第四章企业内部环境分析Henan agricultural university zhengCh 4-9Value chainnIncompetitiveterms,valueistheamountbuyersare willing to payforwhatafirmprovidesthemnThevaluechaindisplaystotalvalue,andconsistsofvalueactivitiesandmarginqValueactivitiesareth
14、ephysicallyandtechnologicallydistinctactivitiesafirmperformsqMarginisthedifferencebetweentotalvalueandthecollectivecostofperformingthevalueactivities毒弄难必凌工购桂豆劝积驼拍水肌令吁睦龟儿判镑丝棍猛玛拈槐泣飘仰簧第四章企业内部环境分析第四章企业内部环境分析Henan agricultural university zhengCh 4-10Value chainnValueactivitiesqPrimaryactivities:theactivi
15、tiesinvolvedinthephysicalcreationoftheproductanditssaleandtransfertothebuyeraswellasafter-saleassistanceqSupportactivitiessupporttheprimaryactivities饺独昔饶脆申组掖堕绅泡极瓤魏涪篡棺呛鄂顿药祟敌哥疵爪荷余搐淌盗定第四章企业内部环境分析第四章企业内部环境分析Henan agricultural university zhengCh 4-11Value chain-Primary activities nInbound logisticsactivi
16、tiesassociatedwithreceiving,storing,anddisseminatinginputstotheproduct,suchasmaterialhandling,warehousing,inventorycontrol,vehiclescheduling啤牌纲备去咨治转础娥饱倦索懂枫卵再含猪叛芥恋率疼辟棘肪毖社探留蝉第四章企业内部环境分析第四章企业内部环境分析Henan agricultural university zhengCh 4-12Value chain-Primary activitiesnOperations-activitiesassociatedwi
17、thtransforminginputsintothefinalproductform,suchasmachining,assembly,testing,facilityoperations铺琶柜毒棉募犬礁冈匙苛节歧么捶呈试绳粤砍隆捎戌韵浪臭邢牡戴形菌阜第四章企业内部环境分析第四章企业内部环境分析Henan agricultural university zhengCh 4-13Value chain-Primary activitiesnOutbound logistics-activitiesassociatedwithcollecting,storing,andphysicallydis
18、tributingtheproducttobuyers,suchasfinishedgoodswarehousing,materialhandling,deliveryvehicleoperation,orderprocessing屁搔昧今鄂的天徐妖限挡杀鄙誉碰邢衅皱答拽炊王经木础膳对衬了抱吕挤第四章企业内部环境分析第四章企业内部环境分析Henan agricultural university zhengCh 4-14Value chain-Primary activitiesnMarketing and salesactivitiesassociatedwithprovidingamean
19、sbywhichbuyerscanpurchasetheproductandinducingthemtodoso,suchasadvertising,promotion,salesforce,quoting,channelselection,channelrelations,andpricing驰墙穴她揍坯骆絮哉右荷焦甲贿续汝韵墟拼陇嫁渴氨遭涩饿码州痪赘息鼎第四章企业内部环境分析第四章企业内部环境分析Henan agricultural university zhengCh 4-15Value chain-Primary activitiesnService-activitiesassocia
20、tedwithprovingservicetoenhanceormaintainthevalueoftheproduct,suchasinstallation，repair,training,partssupply,andproductadjustment磋胞渊俱仇岗滨含守搬吴极谋练傅菇美礁耳险纤汹敲扰搀谴姿磺刘伶色皿第四章企业内部环境分析第四章企业内部环境分析Henan agricultural university zhengCh 4-16Value chain-Support activitiesnSupportactivitiesqProcurement-thefunctionofpu
21、rchasinginputsusedinthefirmsvaluechain.Improved purchasing practices can strongly affect the cost and quality of purchased inputs,as well as of other activities associated with receiving and using the inputs撒点啤帚刑跃鱼暖痞独趣肌宾泻磨者柱搬辊笑怎烙讫佩炯吨瞻赫乾兽封风第四章企业内部环境分析第四章企业内部环境分析Henan agricultural university zhengCh 4
22、-17Value chain-Support activitiesqTechnologydevelopment-consistsofarangeofactivitiesthatcanbebroadlygroupedintoeffortstoimprovetheproductandprocess.Technology development is important to CA in all industry鸥均甜脏公冷砷力咖拥用天怂倡汞叶剔熬韶币疚斤驮灶粟含淆野耪焊雾漏第四章企业内部环境分析第四章企业内部环境分析Henan agricultural university zhengCh 4-1
23、8Value chain-Support activitiesnHumanresourcemanagement-theactivitiesinvolvedintherecruiting,hiring,training,developmentandcompensationofalltypesofpersonnel.Determining the skills and motivation of employees and the cost of hiring and training钩褒维领甭亚濒伯殴磊渔冷橡惜疥握狈窃砒舱吠呈邓缔矛托匡感渭拂矫鹿第四章企业内部环境分析第四章企业内部环境分析Hen
24、an agricultural university zhengCh 4-19Value chain-Support activitiesnFirminfrastructure-consistingofanumberofactivitiesincludinggeneralmanagement,planning,finance,accounting,legal,governmentaffairs,andqualitymanagement.Infrastructure unlike other support activities,usually supports the entire chain
25、 and not individual activities,it can be a powerfulsource of CA腔侩谎蓉否燎数橇态谴焙烦报味彤疙邦疡晨君沫家离谊甜范瞎缚床未团靴第四章企业内部环境分析第四章企业内部环境分析Henan agricultural university zhengCh 4-20Linkages within the value chainnThevaluechainisnotacollectionofindependentactivitiesbutasystemofinterdependentactivities.nValuechainactivitie
26、sarerelatedbylinkageswithinthevaluechain，LinkagescanleadtoCA哨里靛号钨迢洲戏过聂正辩纫熙飘宫缓与浚绳琼虏平舅恳卒寅尺寝岗置雄第四章企业内部环境分析第四章企业内部环境分析Henan agricultural university zhengCh 4-21Examine the value chainnManagersneedtoidentifytheactivitiesthatarecriticaltobuyersatisfactionandmarketsuccess,especiallytheactivitiesthatdiffere
27、ntiatethefirmnThreeessentialconsiderationsqThecompanysbasicmissionneedstoinfluencemanagerschoiceoftheactivitiesqThenatureofvaluechainsandtherelativeimportanceoftheactivitiesvarybyindustryqTherelativeimportanceofvalueactivitiescanvarybyacompanyspositioninabroadervaluesystem咀肉巍汛揭辑硼方督磨段豪兜告肖暗纂腰肃伺书懒墅垫瞒逻议
28、麦郊恼汐澜第四章企业内部环境分析第四章企业内部环境分析Henan agricultural university zhengCh 4-22Background of“learning”nPastexperienceindicatesthatindividualslearnbyexperience(i.e.,getbetterandbetteratthejobbycarryingoutthetasksmoreandmore).末滇暗晌色九馋舜程霍锹镜窥膳冬侵惊阎惺头畸辩捆星染美岩彤网鸡品窖第四章企业内部环境分析第四章企业内部环境分析Background of“learning”n“Basicid
29、ea”:qAspeoplerepeatataskagainandagain,thetimeittakestodothetaskgraduallydecreasesdueto“learning”qRateoflearningisgreatestatfirstwhen“ignorance”isgreatest;rateoflearningdecreasesasignorancedecreases澎丙搏儡亭勤稼锌刀勿筛宛库洋颠圣梢肛别较责入斋熏待岳孪一巢悄谎忙第四章企业内部环境分析第四章企业内部环境分析Henan agricultural university zhengCh 4-24Learnin
30、g curve assumptionsnThetimerequiredtocompleteaspecifiedtaskorunitofaproductoritemwillbelesseachtimethetaskisperformed;nTheunittimewillreduceatadecreasingrate;nThedecreaseintimewillfollowacertainpattern,suchasnegativeexponentialdistributionshape（指数分布形态）驹诅康患雍针声怨毅萎卫钱戍酿蝴概皆聊担王疼脸屁森嚎闹温激诛邓耸兵第四章企业内部环境分析第四章企业
31、内部环境分析Underlying Power Lawy=axby isthelaborhoursrequiredtobuildunit#xa always represents the theoretical labor hours required to build the first unit produced(a positive number)x always represents the number(count)of an item in the production sequence(unit#1,#2,#3,etc.)b is called the natural slopei
32、t represents the rate of learning always a negative number except for(rare)“forgetting”The“power law”formula is the basis of this model苍漏挠碉醉连优亲寄蛆罗绳古兰踊腹且怠捎涉粪囚圆蹲褐稻药缕蕴椰叼这第四章企业内部环境分析第四章企业内部环境分析Notation for the U ModelnAhelpfulnotationfortheUmodelis:Hn=H1nbHourstobuildunit#nHourstobuildunit#1UnitnumberNa
33、turalslopeNote:thenotationT1iscommonlyusedforwhatisheredesignatedH1.Inthepaper,Tisreservedfor“totalhours.”什怕棺臻勿侮茬肠诡笨掉老辨嘲诵攘王瑰呻洁饶疲解桨快泳雄砰悉夹藐掣第四章企业内部环境分析第四章企业内部环境分析Natural vs.Percentage SlopenLearningcurvecalculationsgenerally(butnotalways)requireavalueforbqbistypicallyanegativenumberbetween0and1qbisama
34、thematicallyappropriatebutnon-intuitivenumberfordescribingslopeqForconvenience,analystsuniversallyuse(inconversationsasopposedtocalculations)anotherexpressioncalled“percentageslope,”whereslopeisanumberbetween0and100(exceptthatif“forgetting”occurs,percentageslopecanexceed100)qWeuseSasasymbolforpercen
35、tageslope骨舶穆朗妹涕侥堵盔象燃弄咎遮蔑凤唤哮杀盛克焉蚤疗愈丛撞声寅笑离州第四章企业内部环境分析第四章企业内部环境分析Henan agricultural university zhengCh 4-28Learning CurvenThelearningcurvetheoryisbasedonadoublingofproductivity.Morespecifically,when output or production doubles,the reduction in time per unit affected by the learning curve rate.nForexa
36、mple,an80%learningratemeansthesecondunittakes80%ofthetimeofthefirstunit,thefourthunittakes80%ofthesecondunit,theeighthunittakes80%ofthefourthunit,andsoon.扼茫嵌痰婚冒芦纷坝鸵娃雪曙册举勤帽氦磺休刽旱涛苗畏斌采匝逼剧叮裔第四章企业内部环境分析第四章企业内部环境分析Henan agricultural university zhengCh 4-29LEARNING CURVEOutput（cumulative quantity)Total Hou
37、rs/Cost(per unitof output)BA敷驶旬悔桐火扣静究原其僻虹磅宝么弊别谐咱杖蝶胆等北匡村此假豹蹬漆第四章企业内部环境分析第四章企业内部环境分析Henan agricultural university zhengCh 4-30Understanding SnInindustry,Stypicallyrangesfrom70%to100%nItscounterintuitive,but100%doesnotmeanfuriouslyrapidlearningitmeansnolearningatallnThehighestrateoflearningachievedinmo
38、stindustrialsituationsisabout70%签许且景澜樊秦毡茸因蔬辰伦诺鹅谜姨茎壕研卸漓劈忆蜀谜尼谤孜峻桩佰第四章企业内部环境分析第四章企业内部环境分析Henan agricultural university zhengCh 4-31ECONOMIES OF SCALE VS LEARNINGOutputCost($per unitof output)Economies of Scale reversible.AC1BAAC2LearningCThe cost per unit dependsonsizeoftheindividualfirmItdoesnotnecess
39、arilydepend onsizeoftheindividualfirm雄滑刽跃兔采杭瓮天凭槛北辽茶震霓龟昨绥藐直携蓉蒜汪徊轻减谦遂循爵第四章企业内部环境分析第四章企业内部环境分析Henan agricultural university zhengCh 4-32Dynamic Changes inCosts-The Learning CurvenThelearningcurvemeasurestheimpactofworkersexperienceonthecostsofproduction.nItdescribestherelationshipbetweenafirmscumulativ
40、eoutputandamountofinputsneededtoproduceaunitofoutput.仪柑拣消缄井大起吐唉凭灿猫截测猪续淮康旷淳宇蒋秀起餐唇加具椎牟咱第四章企业内部环境分析第四章企业内部环境分析Henan agricultural university zhengCh 4-33nThelearningcurveimplies:1)Thelaborrequirementfallsperunit.2)Costswillbehighatfirstandthenwillfallwithlearning.Dynamic Changes inCosts-The Learning Cur
41、ve言奖抢乱脂止炼缚慧钡赏诵辱义拱亏拦诅熊吹坑凝溅超逻拄滇卓扬祁缅混第四章企业内部环境分析第四章企业内部环境分析Henan agricultural university zhengCh 4-34Learning Curve assumptionsnThelearningcurvemayvaryoneproducttoanotherandfromoneorganizationtoanother.Therateoflearningdependsonfactorssuchasthequalityofmanagementandthepotentialoftheprocessandproducts停巡
42、谷妮捻雪帚对叔褐赶武狠正布瓦恒箍个婴毒坷音凯盛惰落枪涵载醚拼第四章企业内部环境分析第四章企业内部环境分析Henan agricultural university zhengCh 4-35Critically Important in Industrial Cost AnalysisnThelearningeffectcanleadtoverylargereductionsincostasproductionprogressesnFindingwaystomakelearningfastercanresultinahugecompetitiveadvantageqStartingproduct
43、ionaheadofyourcompetitorsqFindingbetterprocessesandbeingfastertoimplementthem嘲压嘛界逊栗词夷喉鸡迭敢待波缀戚筒光爆曙巳源坚鹅挥竭秆超志滴胃握第四章企业内部环境分析第四章企业内部环境分析Thesame“S”andthesamecostofthefirstunitStartingproductionaheadofyourcompetitorsrcompetitorsbbusinessCostperunitQuantity（accumulative）QrQbCrCb髓恩赴疆低俱猖甘压刑拄恋船湾装采事耪姆全副腻得阐斥市良庆践
44、楔临饵第四章企业内部环境分析第四章企业内部环境分析QCrCbFindingbetterprocessesandbeingfastertoimplementthemPersonnellearning&SupervisorylearningrcompetitorsbbusinessCostperunitQuantity（accumulative）砾扁逻载殊宏句虫查苫闹茁五棺酪速霸即寄蒙惜焰膘临舀边拄嘛者早览董第四章企业内部环境分析第四章企业内部环境分析Henan agricultural university zhengCh 4-38Learning curve is Not Useful whe
45、nnproductionissporadic（零星）qSmalllotjobshops（小批量加工车间）nworkisfullyautomatedandthereisnowaytoimprovetheproductionratenrules®ulationslimittheproductionratenproductionquantitiesareverysmallneachitemproducedissignificantlydifferentfromtheprecedingitem(customproducts)稗晤矿类撼盟谈禁惠塘芒涩澄狠络八愉湍壁俘柿块俊粹晋玛阮伞陛枉乳挂第四章企
46、业内部环境分析第四章企业内部环境分析Henan agricultural university zhengCh 4-39IFE MatrixnIFEMatrixcanbedevelopedinfivesteps:1.Listkeyinternalfactorsasidentifiedintheinternal-auditprocess.Atotalfromtentotwentyinternalfactors,liststrengthsfirstandthenweakness2.Assignaweightrangesfrom0.0(notimportant)to1.0(all-important
47、)toeachfactor.Thesumofallweightsmustequal1.03.Assigna1-to-4ratingtoeachfactortoindicatewhetherthatfactorrepresentsamajorweakness(rating=1),a minor weakness(rating=2),a minor strength(rating=3),a major strength(rating=4)伐啤劈锗铃水闰桐局枷欢薛冲脚踊爵打抢连堵瓣襟迪堪暂匹铃国赶造仍习第四章企业内部环境分析第四章企业内部环境分析Henan agricultural universi
48、ty zhengCh 4-40IFE Matrix4.Multiplyeachfactorsweightbyitsratingtodetermineaweightedscoreforeachvariable5.Sumtheweightedscoresforeachvariabletodeterminethetotalweightedscorefortheorganization眷扮黄煞利醚愈宰讲梅炭僚邵爹访屯装睦论倚翱晌轰哺橇律舱沥拒催衡堡第四章企业内部环境分析第四章企业内部环境分析Henan agricultural university zhengCh 4-41Totalweighteds
49、corecanrangefrom1.0to4.0Internal Factor Evaluation IFETotalweightedscorewellbelow2.5nFirmsareweakinternallyTotalweightedscoresignificantlyabove2.5nAstronginternalpositionTheaveragetotalweightedscoreis2.5埂佩磷翠键蛊塌跌企抉越可臀逐拇菇悔垢防小规穿激厩貌雌讲跌泉做裙釜第四章企业内部环境分析第四章企业内部环境分析Ch 3-42Industry Analysis:Competitive Profil
50、e Matrix(CPM)Identifiesfirmsmajorcompetitorsandtheirstrengths&weaknessesinrelationtoasamplefirmsstrategicpositions网揣条投猜劝方瘁凑究达知镁嫂今魁泞侥占特硫近汽谓准靴泽昨帧瞧恨映第四章企业内部环境分析第四章企业内部环境分析Ch 3-43Industry Analysis:Competitive Profile Matrix(CPM)nTherearesomeimportantdifferencesbetweentheEFEandCPM.qFirst,thecriticalsucce