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Forretning og Ledelse – Lektion2. Velkommen til Lektion 2. Forretning og Ledelse – Lektion2. Opfølgning fra senest forelæsning …. Mission (målstyret og der overliggende formål … ) Vision (der man ønsker at være om x år … ) Objectives (kvantificerbare mål … )

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Forretning og Ledelse – Lektion2

Opfølgning fra senest forelæsning …

Mission (målstyret og der overliggende formål … )

Vision (der man ønsker at være om x år … )

Objectives (kvantificerbare mål … )

Scope (kunder, geografi, ”vertical integration” …)

Advantage (hvad gør os specielle …)


Forretning og Ledelse – Lektion2

Layers of the business environment

The Macro Environment

Industry or Sector


The Organisation


Forretning og Ledelse – Lektion2

Mega Trends

Trends som er universelle og som påvirker alle brancher


Forretning og Ledelse – Lektion2

Mega Trends

Booming Global Economy of the ‘90s

A Renaissance in the Arts

The Emergence of Free-Market Socialism

Global Lifestyles and Cultural Nationalism

The Privatization of the Welfare State

The Rise of the Pacific Rim

The Decade of Women in Leadership

The Age of Biology

The Religious Revival of the New Millennium, and

The Triumph of the Individual."


Forretning og Ledelse – Lektion2

Mega Trends (McKinsey 2006)

1. Centers of economic activity will shift profoundly, not just globally, but also regionally

2. Public-sector activities will balloon, making productivity gains essential

3. The consumer landscape will change and expand significantly

4. Technological connectivity will transform the way people live and interact.

5. The battlefield for talent will shift.

6. The role and behavior of big business will come under increasingly sharp scrutiny.

7. Demand for natural resources will grow, as will the strain on the environment.

8. New global industry structures are emerging.

9. Management will go from art to science

10. Ubiquitous access to information is changing the economics of knowledge.


Forretning og Ledelse – Lektion2

Mega Trends (E&Y 2009)

In The accelerating shift of power from West to East we discuss how the engine of growth in the global economy has moved from developed to emerging countries, how commodities and the advent of a new middle class are accelerating this move, and how emerging market multinationals are not just here to stay, but likely to become global champions in many industries.

In The changing financial landscape we look at the rise of the new power brokers (sovereign wealth funds, PE, hedge funds etc.) and how the financial crisis will impact their trajectory, as well as discussing how banking is being transformed and how governments are taking a more active role in financial markets.

In Overhaul and globalization of the regulatory environment we look at two key trends in regulation — the move toward greater regulation and the move toward more globally consistent regulation — and consider the role the financial crisis will play.

In The rising economic importance of energy and commodities we look at the scarcity challenge, the impact of uncertainty in oil price, the rise of cleantech and the drive toward greater energy efficiency.

In Responsibility firmly on the corporate agenda we consider the increasing environmental, social and ethical expectations and obligations on businesses and their associated opportunities and risks, and we look at the possible impact of the financial crisis.

In The next wave of technological innovation we discuss how technology developments are still driving change — for businesses and consumers — and how the next wave of digital technology takes this even further.

And finally, in The increasing challenges of managing and developing talent we look at the difficulties in attracting, managing and developing a global workforce — a challenge compounded by changing demographics, the different demands of Gen Y and increasing diversity — and consider the impact this has on businesses worldwide.


Forretning og Ledelse – Lektion2

Mega Trends 2011 – tag det med en gram salt …

1. The global recovery is for real - Although threats remain, and some regions will take longer to return to “normal,”we’re past the worst of it.Expect organizations to start acquiring and increase hiring (although that will be more part timers than in the past). The stock market, after two great growth years, will continue to pay off for smart investors. The United States will continue to keep the currency value down. As of today, Canada’s buck is at parity, and the OZ $ and the Yen have been greatly impacted as well.

2. Wellness takes the stage - Good health will become more of a status symbol than ever before. Those who continue to be sloths (even great performers) will lose “value” internally at corporations, while healthy looking individuals who appear to have greater stamina will move ahead more quickly. Organizations that market health or wellness products that can fix ailments or prevent misery will grow faster as consumers seek to be seen as healthy and wise. Outdoor activity will become more “status-y.”

3.BRIC grows more important - The countries of Brazil, Russia, India, and China will affect everyone, worldwide, even more. Investments in people, facilities, natural resources, and infrastructure will continue at the current fast pace in many areas of these countries. At the same time, “older” (in terms of the twentieth-century growth) countries of the Western world will be cutting back on similar spending for years to come as they try to deal with debt management.

4. EnGen Era is on the rise - In the Western countries, the end of gender wars is nearing an end. A new era where gender roles and lifestyle are less rigid is spilling across all aspects of life. In the United States especially, there is much higher male unemployment, and consequently the “bread winners” are more frequently female. Additionally younger people still want children, and there’s greater awareness that old role models were pretty fictitious anyway. With this comes greater integration of tech and art on the job front.

5. World continues love/hate relationship with the United States - Many people around the world enjoyed watching the struggles experienced by the United States over the past two years. It’s almost like when you see an uppity person slip on a patch of ice and fall on his tail. It’s a “They got what was due to them” kind of thing. And yet, when I deal with my clients, subscribers, and colleagues around the world, it’s still very clear that there are many things about the States that they deeply admire and desire. Additionally, the United States accounts for 1/4 of the world’s economy. It invests in fighting wars, at least partially, to prevent horrible situations for poor people and/or women in other parts of the world.


Forretning og Ledelse – Lektion2


  • Political
  • Economical
  • Socio Cultural
  • Technological
  • Environmental
  • Legal

Kan bruges til scenario planlægning


Forretning og Ledelse – Lektion2


  • Similar customer needs
  • Global customers
  • Transferable marketing



  • Trade policies
  • Technical standards
  • Host governement policies
  • Scale economies
  • Country-specific differences
  • Favourable logistics

Globalisation of







  • Interdependence between countries
  • Competitors’global strategies

Globalisation of


G. Yip: Total Global Strategy


Forretning og Ledelse – Lektion2

National Advantages

Excellence in design, engineering

Firm strategy,

Structure and







Automation due to labor laws

Linguistic Capabilities

Related and



Leather industry, leather machinery

Michael Porter: The Competitive Advantage of Nations


Forretning og Ledelse – Lektion2

Porter’s Five Forces in an INDUSTRY







Industry: is a group of firms producing the same principal product or products that are close substitutes for each other.


Forretning og Ledelse – Lektion2

Lifecycle of a Business

  • Development
  • Growth
  • Shakeout
  • Maturity
  • Decline

Forretning og Ledelse – Lektion2

Lifecycle of a Business


  • Development
  • Growth
  • Shakeout
  • Maturity
  • Decline

Ægyptisk storhedstid


Forbud mod at

mænd brugte hestevogn


Veje med belægning

blev almindelige


Collins i USA havde

ordre på 30.000



Collins lukket,

udkonkurreret af

biler og tog


Forretning og Ledelse – Lektion2

SBU Definition

A strategic business unit is part of an organisation for which there is a distinct external market for goods or services that is different from

Another SBU.

An SBU has:

A distinct set of products

A distinct set of markets

A distinct set of competitors

An Accountable Management

Profit & Loss responsibility


Forretning og Ledelse – Lektion2


Udfør en ekstern strategisk analyse for SAS


Beskriv omgivelser på macro niveau og på brancheniveau

Afleveres lørdag d. 10/9.

Send til med cc til alle gruppens medlemmer.