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บทสรุปยอ ยุทธวิธีการแขงขัน (Competitive Strategy) โดย Michael E. Porter เรียบเรียงภาษาไทย โดย ดร. สมคิด จาตุศรีพิทักษ และคณะ บทที่ 1 กลยุทธทางธรุกิจ กลยุทธ (Strategy) ในทางเศรษฐกิจ หมายถึง วิถีทางหรือแนวทางที่ถกกําหนด ุ ขึ้นเพื่อการระดมและจัดสรรการใชทรัพยากรของประเทศในอันที่จะชวยใหบรรลุถึงซึ่งเปา หมายทางเศรษฐกิจ ในทางธุรกิจปจจุบัน หมายถึง กระบวนการในการกําหนดเปาหมายที่แนชัดของ ธุรกิจทั้งในระยะสั้นและระยะยาว การสรางหรือพัฒนาวิถีทางในทางปฏิบัติ ตลอดจน ึ การระดมแลจัดสรรทรัพยากรขององคการธุรกิจ เพื่อใหสามารถบรรลุถงซึ่งเปาหมายที่ได ถูกกําหนดไวอยางมีประสิทธิผล โดยทั่วไปความหมายของกลยุทธประกอบดวยปจจัย 2 ประการ คือ เปาหมาย หรือ วัตถุประสงคที่ตองการจะบรรลุถึง และการกําหนดแนวทางหรือวิธีการใน ทางปฎิบัติ การพัฒนากลยุทธในองคกร ประกอบดวย 2 ขั้นตอนใหญ คือ การสรางกลยุทธ (strategy formation) และการนํากลยุทธไปใชในทางปฏิบัติ (strategy implementation) การสรางกลยุทธ (strategy formation) เปนกระบวนการตอเนื่องประกอบดวย (1) การประเมินจุดออน-จุดแข็งขององคกร (2) การวิเคราะหสภาพแวดลอมเพื่อกําหนด โอกาสธุรกิจ-ความเสี่ยง (3) การประเมินทัศนคติ คานิยมและความเชื่อมั่นของผูนําใน องคกร และ(4) การตระหนักถึงขอจํากัดทางสังคมและกฎหมาย ซึ่งจะเห็นไดวาการ ประเมินวิเคราะหในองคประกอบ (1) และ (3) เปนการวิเคราะหปจจัยภายในองคกร ใน ขณะที่ (2) และ (4) เปนการวิเคราะหปจจัยภายนอกองคกร การนํากลยุทธไปใชในทางปฏิบัติ (strategy implementation) จะขึ้นอยูกับประ สิทธิภาพการบริหารขององคกร เชน การจัดสรรและระดมทรัพยากรไปใชใหสอดคลองกับ กลยุทธที่วางไว การแบงและจัดสรรงาน โครงสรางองคกรภายในการควบคุมและวัดประ สิทธิผลของการดําเนินงานอยางเปนระบบ

การประเมินวากลยุทธที่พัฒนาขึ้นมีความเหมาะสมตอองคกรหรือไมมีหลักเกณฑ กวางๆ 10 ประการดังนี้ (1) ความเปนไปไดในการบรรลุเปาหมายที่ตั้ง (2) แผนปฏิบัติการครอบคลุม สอดคลองกับเปาหมายที่ตั้ง และสนับสนุนซึ่งกัน และกัน (3) กลยุทธเหมาะสมกับโอกาส (opportunity) ที่มี (4) กลยุทธเหมาะสมกับความเสี่ยง (threat) ที่มี

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