1.Definition of Strategy
Strategic planning is inextricably interwoven into the entire fabric of management: it is not something separate and distinct from the process of management.（策略計劃已經(jīng)不可避免地融合進了管理中，他不是那些可以從管理步驟中分離出來的東西壳鹤。）
Further the following dimensions incorporate company’s strategy:（以下要點組成了公司的策略）
·Strategy is that which top management does that is of great importance to the organization;（策略是高層管理人員指定的稠鼻，會對組織產(chǎn)生重大影響的）
·Strategy refers to the basic directional decisions, that is, purpose and missions;（策略指的是最基礎的方向性的決定氏仗，也就是說目標和任務（個人意見：一個好的公司是不是應該是員工會給自己設定目標和任務膳凝，然后幫助公司發(fā)展））
·Strategy is the important actions necessary to realize the purpose and mission;（策略中最重要的行動是讓大家意識到目標和任務的必要性）
·Should answer the question: What the organization is doing? (組織是做啥的捉蚤？)
·Should define What are the ends we seek and how should we achieve them（確定我們最終追尋的是什么榴嗅？以及我們?nèi)绾芜_成它秤涩？）
2.Strategic Management——3 major steps三個主要步驟：
Strategy analysis;strategy choice; strategy implementation
3.Strategic Analysis: Models
·PESTEL Analysis
–Definition:
A PESTEL analysis is a framework or tool used by marketers to analyse and monitor the macro-environmental factors that have an impact on an organisation. The results can be used to identify threats and opportunities in a SWOT analysis.（PESTEL分析是一個用來分析和監(jiān)控公司的微觀外部環(huán)境的工具。其結果可以被用來定義SWOT分析中的威脅threats和機會opportunities）
–The purpose of PESTEL analysis is to identify issues that fit two criteria:（PESTEL的目標是定義一下兩個問題）
i.The issues are outside the control of the organisation,（PESTEL研究的問題是公司無法控制的外部環(huán)境的影響因素）
ii.The issues will potentially have a favorable or unfavorable impact on the organisation（而這些影響因素會或好或壞的影響公司的運行）
–Process運行流程
i.Brainstorm issues頭腦風暴可能出現(xiàn)的問題（這里就是要用PESTEL的6個點了捡多，后面會列舉）
ii.Identify issues應該是每個點確定幾個重要的問題
iii.Rate importance對問題的重要性打分（如果按照項目管理來說就是1-5分打分蓖康，估計這里也差不多）
iv.Assess likelihood對發(fā)生的可能性進行打分（項目管理里面也是1-5打分）
v.Consider implications重要性分析就是把前面兩個打得分相乘會得到一個分數(shù)铐炫，分數(shù)越大，越重要蒜焊！
–PESTEL model的6個點
i.Political：
Bureaucracy（官僚主義）倒信；Corruption level（腐敗程度）；Tax policy (rates and incentives)泳梆；Government involvement in trade unions and agreements鳖悠；Consumer；protection（消費者保護意識）优妙；Regulation/de-regulation（政府管理程度）乘综；Free Trade Agreements（自由貿(mào)易協(xié)議）；Import restrictions (quality and quantity)（進出口嚴格程度）套硼；Tariffs（關稅）卡辰；Competition regulation（競爭規(guī)則）
ii.Economic
Growth rates (eg. Gross Domestic Product)（GDP）；Inflation rate (Consumer Price Index)（通脹率）邪意；Interest rates (official rate set by the Reserve Bank of Australia)（利率）九妈；Foreign exchange rates（匯率）；Unemployment trends（失業(yè)率）雾鬼；Labour costs（勞工工資）萌朱；Stock market trends（證券市場趨勢）
iii.Social
Education level（教育程度）；Attitudes toward imported goods and services（對待進出口食物態(tài)度）策菜；Attitudes toward work, leisure, career and retirement（工作就業(yè)態(tài)度）晶疼；Attitudes toward product quality（產(chǎn)品質量態(tài)度）；Attitudes toward saving and investing（儲蓄投資態(tài)度）做入；Buying habits（消費習慣）冒晰；Religion and beliefs（信仰宗教）；Attitudes toward “green” or ecologic products（綠色產(chǎn)品態(tài)度）竟块；Attitudes toward and support for renewable energy（可再生能源態(tài)度）壶运；Population growth rate（人口增長率）；Immigration and emigration rates（移民比率）浪秘；Family size and structure（家庭大小與結構）蒋情；Minorities（少數(shù)民族）
iv.Technological
Rate of technological change（科技改變率）；Spending on research & development耸携；Technology incentives棵癣；Legislation regarding technology；Technology level in your industry夺衍；Communication infrastructure狈谊；Access to newest technology；Internet infrastructure and penetration
v.Environmental
Weather；Climate change Laws regulating environment pollution河劝；Air and water pollution壁榕；Attitudes toward “green” or ecological products；Endangered species赎瞎；Attitudes toward and support for renewable energy
vi.Legal
Anti-trust laws牌里；Discrimination laws；Copyright, patents / Intellectual property laws务甥；Consumer protection and e-commerce牡辽；Employment laws；Health and safety laws敞临；Environmental Laws态辛；Data protection laws；Laws regulating environment pollution
·SWOT Analysis
-Definition:
A SWOT analysis provides a ‘general summary of the Strengths and Weaknesses explored in analysis of strategic capabilities and the Opportunities and Threats explored in an analysis of the environment’（SWOT分析通過分析公司的優(yōu)點和缺點來展現(xiàn)該策略的能力哟绊，并對機會和威脅分析來展現(xiàn)其外在環(huán)境）
–Aim
The aim of a SWOT analysis is to help you develop a strong business strategy by making sure you’ve considered all of your business’s strengths and weaknesses, as well as the opportunities and threats it faces in the marketplace.（其目的是為了幫助你通過周全地考慮公司自身的優(yōu)缺點和其所在市場的機會和威脅因妙，做出更好的商業(yè)策略痰憎，）
–分類：
·INTERNAL: Strengths and Weaknesses
·EXTERNAL: Opportunities and Threats
·POSITIVE FACTORS: Strengths& Opportunities
·NEGATIVE FACTORS: Weaknesses& Threats
–ACTIONS:（做完分析之后的行動）
i.Leverage and promote the positive factors（促進發(fā)展積極的方面）
ii.Act and manage the negative factors（通過管理來控制消極的影響）
iii.BUILD a Competitive Advantage position（盡量處在競爭的優(yōu)勢地位）
