1, overall level strategy
Overall level strategy, also known as enterprise strategy, is the highest level strategy of an enterprise and the overall strategic outline of an enterprise.
In the case of multiple business units or diversified businesses, the overall strategy of the enterprise mainly refers to the strategy of the group parent company or the company headquarters. The goal of the overall strategy is to determine the overall development direction of the enterprise in the future, coordinate the relationship between various business units and functional departments under the enterprise, rationally allocate enterprise resources, cultivate the core competence of the enterprise and realize the overall goal of the enterprise. It mainly emphasizes two aspects:
First, what business to do, that is, from the overall situation of the company, according to the changes in external environment and internal conditions of the enterprise, determine the mission and tasks, products and market fields of the enterprise;
The second is how to manage these businesses, that is, how to allocate resources among different strategic institutions of the enterprise and what growth direction to take, so as to realize the overall strategic intention of the company.
2. Business layer strategy
Business level strategy is also called business unit strategy. Modern large enterprises generally engage in a variety of business operations at the same time, or produce a variety of different products, and there are several relatively independent product or market departments, which are business divisions or strategic business units.
Because the products or services of different business departments are different, the external environment (especially the market environment) they face is also different, and the resources that enterprises can provide to each business are also different. Therefore, the strategies adopted by various departments in the process of participating in business are not the same, and each business unit needs to formulate a strategy to guide the business activities of its products or services, that is, the strategy at the business level.
Business-level strategy is the strategic planning of enterprise strategic business units to manage specific strategic business units under the guidance of company strategy, and the major decisions and action plans to specifically guide and manage business units. It is a local strategy of an enterprise, a sub-strategy of a company's strategy, and is at the second level in the strategic structure system.
The strategy at the business level focuses on the market and competition of a specific business unit in the enterprise, which is independent of the overall strategy and is also an integral part of the enterprise strategic system. The business level strategy mainly answers how to carry out business activities in a certain business field; In a specific and identifiable market, how to establish a sustainable advantage for enterprises and other issues. Its focus is on the following aspects: carrying out the mission, analyzing the opportunities and threats of business development, analyzing the internal conditions of business development, and the overall goals and requirements of business development. /m- 1-2- 1/
For small enterprises that only engage in one kind of business, or large institutions that do not engage in diversified operations, business-level strategy and corporate strategy are the same thing. The decision-making problem involved is on what basis to carry out business in a given product and market field in order to obtain the business advantage recognized by customers.
3. Functional layer strategy
Functional layer strategy is a strategy to implement, execute and support the company strategy and business strategy in the specific functional management field of enterprises.
Functional strategy mainly answers the question of how the relevant departments of a certain function can carry out their work effectively, with the focus on improving the utilization efficiency of enterprise resources and maximizing the utilization efficiency of enterprise resources. Its content is more detailed and specific than business strategy, and its function is to concretize the overall strategy and business strategy and coordinate functions, usually including marketing strategy, personnel strategy, financial strategy, production strategy, research and development strategy, etc.
In short, the company-level strategy tends to the overall value orientation, based on abstract concepts, and is mainly formulated by the top management of enterprises; The business level strategy mainly plans a specific business of the business department, which is mainly the responsibility of the business department leaders; Functional layer strategy mainly involves specific implementation and operation problems.
Company-level strategy, business-level strategy and function-level strategy together constitute the enterprise strategic system. Within the enterprise, all levels of enterprise strategic management are interrelated and cooperate with each other. Each layer of enterprise strategy provides direction for the next layer of strategy and constitutes the strategic environment of the next layer; Each level of strategy also provides guarantee and support for the realization of the next level of strategic objectives. Therefore, in order to achieve its overall strategic objectives, enterprises must effectively combine these three levels of strategy.