MBA Essay格式范文：Strategic Management at News Company
MBA Essay格式范文-新聞集團(tuán)的戰(zhàn)略管理。本文是一篇留學(xué)生MBA Essay寫作范文，主要內(nèi)容是講述不同公司的業(yè)績(jī)受到內(nèi)部和外部因素的影響。這些環(huán)境因素具體影響或影響管理職能。管理層應(yīng)考慮的方法之一是實(shí)施戰(zhàn)略或有效的管理職能。Essay的主要目的是通過(guò)給定的案例分析來(lái)分析新聞集團(tuán)。本篇MBA Essay將通過(guò)SWOT分析，為新聞集團(tuán)的戰(zhàn)略定位提供信息。此外，本作業(yè)還將評(píng)估新聞集團(tuán)多元化衛(wèi)星廣播戰(zhàn)略背后的合理性和動(dòng)機(jī)，并評(píng)估收購(gòu)作為發(fā)展方式的優(yōu)勢(shì)和劣勢(shì)，特別是參考新聞集團(tuán)進(jìn)行的收購(gòu)。最后，essay旨在為跨國(guó)公司2006年至以后的戰(zhàn)略發(fā)展計(jì)劃提供建議。
The performance of different companies has been affected by internal and external factors. These environmental factors specifically affect or impact management functions. One of the approaches that the management should consider is the implementation of strategic or effective management function. Primarily, the main goal of this paper is to analyse The News Corporation through the given case study. Herein, the Paper will provide information about the strategic position of News Corporation through the use of SWOT analysis. Furthermore, this paper will also evaluate the rational and motivation behind the News Corporation strategy of diversifying into satellite broadcasting and evaluate the advantage and disadvantage of acquisition as method of development with particular reference to the acquisition undertaken by The News Corporation. Lastly, this paper aims on providing a recommendation for a strategic development plan for TNC from 2006 to onwards.
Overview of the Company 公司概況
Accordingly, News Corporation is a publicly traded media corporation that provides media services all over the world. The company is originally an Australian corporation but when they have reincorporated in 2004, News Corporation moves its headquarters from Adelaide, Australia to New York City of the United States. After the reincorporation, the corporation has been able to add to the S&P Index in later part of 2004 and have been able to generate about 75% of its revenues as well as its profits in the United States. The company’s business portfolio includes television programming, motion picture production, TV, cable and satellite broadcasting, publishing of newspaper, book and magazine as well as the distribution and promotion of advertising campaign materials and services.
因此，新聞集團(tuán)是一家在世界各地提供媒體服務(wù)的上市媒體公司。該公司最初是一家澳大利亞公司，但在2004年重組后，新聞集團(tuán)將總部從澳大利亞阿德萊德遷至美國(guó)紐約市。重組后，該公司在2004年下半年能夠增加標(biāo)準(zhǔn)普爾指數(shù)，并能夠在美國(guó)創(chuàng)造約75%的收入和利潤(rùn)。該公司的業(yè)務(wù)組合包括電視節(jié)目、電影制作、電視、有線和衛(wèi)星廣播、報(bào)紙、書(shū)籍和雜志的出版以及廣告宣傳材料和服務(wù)的分發(fā)和推廣。
The major shareholder of the corporation is the family of its founder which is Chairman Rupert Murdoch who has been able to spend his 50 years with the company. Murdoch’s family controls 30% share of the company. Murdoch has been able to build a media empire starting with his ownership of the Adelaide news, which his father has established. In 1964, he founded The Australian which is the first national daily newspaper and then acquired British and American media properties to expand his business portfolio. The subsidiaries of the News Corporation include Twentieth Century Fox and Fox Entertainment group movie studio. In addition, the corporation has also 34% stake in the DIRECTV Group and also have the ownership of over 30 American television stations, Boston Herald and New York Post newspapers and various Britain largest ciculation newspapers which include The News of the World, The Sun and The Times. Moreover, the corporation has the extensive business operations across Europe, Australia, Asia and Latin America.
該公司的主要股東是其創(chuàng)始人魯珀特·默多克的家族，默多克主席在公司度過(guò)了50年。默多克家族控制著該公司30%的股份。默多克已經(jīng)能夠建立起一個(gè)媒體帝國(guó)，從他父親建立的阿德萊德新聞的所有權(quán)開(kāi)始。1964年，他創(chuàng)辦了第一家全國(guó)性日?qǐng)?bào)《澳大利亞人報(bào)》，并收購(gòu)了英國(guó)和美國(guó)的媒體資產(chǎn)，以擴(kuò)大他的業(yè)務(wù)組合。新聞集團(tuán)的子公司包括二十世紀(jì)福克斯和福克斯娛樂(lè)集團(tuán)電影制片廠。此外，該公司還持有DIRECTV集團(tuán)34%的股份，并擁有30多家美國(guó)電視臺(tái)、《波士頓先驅(qū)報(bào)》和《紐約郵報(bào)》以及包括《世界新聞報(bào)》、《太陽(yáng)報(bào)》和英國(guó)《泰晤士報(bào)》在內(nèi)的多家英國(guó)最大的商業(yè)報(bào)紙的所有權(quán)。此外，該公司在歐洲、澳大利亞、亞洲和拉丁美洲擁有廣泛的業(yè)務(wù)運(yùn)營(yíng)。
News Corporation also brought Intermix Media Inc in July 2005 which is the owner of the largest social networking portal in the World Wide Web MySpace.com and about 30 other websites. It is said that with this approach and with the formation of the Fox Interactive Media, the acquisition of Intermix underscores the company’s commitment to expand their business operations in the internet. In the latter part of 2007, the company has been able to acquire Dow Jones & Company which is the publisher of The Wall Street Journal and other companies in news and information. In 2006, the News Corporation revenue was reported to be $25.3 billion in 2006 (Murdoch, 2008).
新聞集團(tuán)還于2005年7月收購(gòu)了Mixpx Media Inc，該公司是全球最大的社交網(wǎng)站MySpace的所有者。com和大約30個(gè)其他網(wǎng)站。據(jù)說(shuō)，通過(guò)這種方式以及福克斯互動(dòng)媒體公司的成立，收購(gòu)Intermix突顯了該公司擴(kuò)大其互聯(lián)網(wǎng)業(yè)務(wù)的承諾。2007年下半年，該公司收購(gòu)了《華爾街日?qǐng)?bào)》和其他新聞和信息公司的出版商道瓊斯公司。2006年，據(jù)報(bào)道，新聞集團(tuán)2006年的收入為253億美元。
Strategy Options 戰(zhàn)略選項(xiàng)
The most dominant strategic or effective management paradigm in recent years is known as the strategies model (David, 2001). Porter (1998) claims that the intensity of competition in an industry is neither a matter of coincidence or bad luck. Rather, competition in any business industry is rooted in its underlying economic structure and goes well beyond the behaviour of current rival companies. In general, strategy refers to the long-term plan of actions which is established to enable companies to achieve their organizational goal. It is the basis which will serve as a standard for the company to efficiently achieve their goal.
近年來(lái)最主要的戰(zhàn)略或有效管理范式被稱為戰(zhàn)略模型。波特聲稱，一個(gè)行業(yè)的競(jìng)爭(zhēng)強(qiáng)度既不是巧合，也不是壞運(yùn)氣。相反，任何商業(yè)行業(yè)的競(jìng)爭(zhēng)都植根于其潛在的經(jīng)濟(jì)結(jié)構(gòu)，遠(yuǎn)遠(yuǎn)超出了當(dāng)前競(jìng)爭(zhēng)對(duì)手公司的行為。一般來(lái)說(shuō)，戰(zhàn)略是指為使公司實(shí)現(xiàn)其組織目標(biāo)而制定的長(zhǎng)期行動(dòng)計(jì)劃。這是公司有效實(shí)現(xiàn)目標(biāo)的標(biāo)準(zhǔn)。
Based on the give case, it can be said that the main strategic approach of the company is with regards to their ability to transform the entire corporation into a company that provides the latest in the media corporations accordingly, the main goal of News Corporation is to create an industry which is unified, logical and creative. The goal of the management is to build an industry with the agility and alertness to find strategic opportunities when they arise, with the notion to anticipate and intervene challenges through the use of conventional wisdom.
With the mission of the company to provide the highest quality content through the most convenient of distribution channels among various customers, the company has been able to provide quality and state of the arts media services and productions that suits the needs of the people in the global market.
根據(jù)給定的案例，可以說(shuō)，新聞集團(tuán)的主要戰(zhàn)略方針是將整個(gè)公司轉(zhuǎn)變?yōu)橐患姨峁┳钚旅襟w公司的公司，因此，新聞集團(tuán)主要目標(biāo)是創(chuàng)建一個(gè)統(tǒng)一、邏輯和創(chuàng)造性的行業(yè)。管理層的目標(biāo)是建立一個(gè)具有敏捷性和警覺(jué)性的行業(yè)，以便在戰(zhàn)略機(jī)遇出現(xiàn)時(shí)發(fā)現(xiàn)戰(zhàn)略機(jī)遇，并通過(guò)使用傳統(tǒng)智慧預(yù)測(cè)和干預(yù)挑戰(zhàn)。
公司的使命是通過(guò)各種客戶之間最便捷的分銷渠道提供最高質(zhì)量的內(nèi)容，公司能夠提供符合全球市場(chǎng)需求的高質(zhì)量和最先進(jìn)的媒體服務(wù)和產(chǎn)品。
Theoretical Framework 理論框架
This part of the paper will analyse News Corporation through the use of Business model and Analytical tools. The business model to be considered is the strategic option to diversification and the analytical tools will be the use of SWOT analysis.
本文的這一部分將通過(guò)使用商業(yè)模型和分析工具對(duì)新聞集團(tuán)進(jìn)行分析。要考慮的商業(yè)模式是多元化的戰(zhàn)略選擇，分析工具將使用SWOT分析。
Business Model (Motivation for Diversification to Satellite Broadcasting) 商業(yè)模式（衛(wèi)星廣播多元化的動(dòng)機(jī)）
Accordingly, Strategic or effective management is known as the process of formulating, implementing and assessing cross-functional decisions which enables different firms to achieve their organizational objective (Drejer, 2002). With this definition, strategic or effective management is said to give focus on integrating marketing, management, finance, research and development production/operations and computer information system to sustain competitive advantages. This definition is said to be in the contemporary business, however, in line with the perspective of the top management, strategic or effective management is the ability of the firm to choose the markets in which the company’s distinctive capabilities gain competitive position. In addition, the management views strategic or effective management as the one which is adaptive and incremental in nature and aims on fulfilling the expectation of the stakeholders. Accordingly, stakeholders are composed of the management of the company, the employees and staff the customers, communities and other shareholders and rivals. The management aims on having a strategy which enables them to provide the needs of these stakeholders (Campbell, 2002).
因此，戰(zhàn)略或有效管理被稱為制定、實(shí)施和評(píng)估跨職能決策的過(guò)程，使不同的公司能夠?qū)崿F(xiàn)其組織目標(biāo)。根據(jù)這一定義，戰(zhàn)略或有效管理是指將重點(diǎn)放在整合營(yíng)銷、管理、財(cái)務(wù)、研發(fā)生產(chǎn)/運(yùn)營(yíng)和計(jì)算機(jī)信息系統(tǒng)，以保持競(jìng)爭(zhēng)優(yōu)勢(shì)。這一定義據(jù)說(shuō)適用于當(dāng)代企業(yè)，然而，根據(jù)最高管理層的觀點(diǎn)，戰(zhàn)略或有效管理是指企業(yè)選擇市場(chǎng)的能力，在市場(chǎng)中，企業(yè)的獨(dú)特能力獲得競(jìng)爭(zhēng)地位。此外，管理層將戰(zhàn)略或有效管理視為具有適應(yīng)性和漸進(jìn)性的管理，旨在實(shí)現(xiàn)利益相關(guān)者的期望。因此，利益相關(guān)者由公司管理層、員工和員工、客戶、社區(qū)以及其他股東和競(jìng)爭(zhēng)對(duì)手組成。管理層的目標(biāo)是制定一項(xiàng)戰(zhàn)略，使其能夠滿足這些利益相關(guān)者的需求。
In doing so, the management is trying to find ways to meet the needs of the stakeholders and this is done through constant communication. By means of communication, the management has been able to clearly relay the purpose of the company to sustain competitive advantage. It has been also believed that key to having strategic or effective management is through empowering their stakeholders, allowing them to be part of the decision making process and enabling them to be part of the business operations (David, 2001). The management perspective of strategic or effective management is to deliver superior stakeholder experience through direct, comprehensive stakeholder relationship and support programs tailored to satisfy stakeholders need.
在這樣做的過(guò)程中，管理層試圖找到滿足利益相關(guān)者需求的方法，這是通過(guò)不斷的溝通來(lái)實(shí)現(xiàn)的。通過(guò)溝通，管理層能夠明確傳達(dá)公司的目標(biāo)，以保持競(jìng)爭(zhēng)優(yōu)勢(shì)。人們還認(rèn)為，進(jìn)行戰(zhàn)略或有效管理的關(guān)鍵是增強(qiáng)利益相關(guān)者的權(quán)能，讓他們參與決策過(guò)程，并使他們成為業(yè)務(wù)運(yùn)營(yíng)的一部分。戰(zhàn)略或有效管理的管理視角是通過(guò)直接、全面的利益相關(guān)者關(guān)系和為滿足利益相關(guān)者需求而量身定制的支持計(jì)劃，為利益相關(guān)者提供卓越的體驗(yàn)。
In the case of The News Corporation, it can be said that the company has been able to use a strategic business model to be able to stay in their competitive position and to be able to provide quality services to their target audiences. One of the business models used by the company is the diversification of their business portfolio into satellite broadcasting. Accordingly, the main goal of the News Corporation to diversify is to cater to the emerging needs of the market. In this regard, the News Corporation has been able to launch the UK Sky Television on February 5, 1989. The Sky television is a direct-to-home satellite broadcasting. The main motivation of News Corporation to diversify is to anticipate the intensifying communication in terms of communications satellite broadcasting services. In addition, News Corporation also diversify to become more innovative in providing their services and media coverage to their target audience in terms of switching from analogue to digital and to consider multichannel broadcasting.
就新聞集團(tuán)而言，可以說(shuō)，該公司已經(jīng)能夠利用戰(zhàn)略商業(yè)模式來(lái)保持其競(jìng)爭(zhēng)地位，并能夠?yàn)槟繕?biāo)受眾提供優(yōu)質(zhì)服務(wù)。該公司采用的商業(yè)模式之一是將其業(yè)務(wù)組合多樣化，進(jìn)入衛(wèi)星廣播領(lǐng)域。因此，新聞集團(tuán)多元化的主要目標(biāo)是迎合市場(chǎng)的新興需求。在這方面，新聞集團(tuán)于1989年2月5日推出了英國(guó)天空電視臺(tái)。天空電視臺(tái)是一個(gè)直接對(duì)家庭的衛(wèi)星廣播。新聞集團(tuán)多元化的主要?jiǎng)訖C(jī)是在通信衛(wèi)星廣播服務(wù)方面預(yù)見(jiàn)到通信的加強(qiáng)。此外，新聞集團(tuán)還多元化，在從模擬向數(shù)字轉(zhuǎn)換方面向目標(biāo)受眾提供服務(wù)和媒體報(bào)道方面更具創(chuàng)新性，并考慮多頻道廣播。
Furthermore, another motivation of the News Corporation to diversify into Satellite broadcasting is to provide a new strategy in terms of programme material distribution. Through this diversification the company has been able to provide opportunities for any broadcaster to increase their channel distribution which allows the distribution of different programmes to different countries.
此外，新聞公司向衛(wèi)星廣播多樣化的另一個(gè)動(dòng)機(jī)是在節(jié)目材料分發(fā)方面提供新的戰(zhàn)略。通過(guò)這種多元化，該公司能夠?yàn)槿魏螐V播公司提供機(jī)會(huì)，增加其頻道分布，從而允許向不同國(guó)家分發(fā)不同的節(jié)目。
Analytical Tool 分析工具
This part of the paper will analyse the strategic position of News Corporation through the use of SWOT analysis. Based on the given case, the strategic position of the News Corporation specifically their BSkyB’s position has been challenged because of the changing situations of the media market. Rival industries of the company has been able to announced the establishment of the first quadruple play media company in the global market which offers television, broadband, fixed line and mobile communications. The announcement of this company affects the strategic position of the entire News Corporation. In order to make sure that the company will not be left behind, News Corporation has been able to involve themselves into the expansion to technological developments.
本文這一部分將運(yùn)用SWOT分析法對(duì)新聞集團(tuán)的戰(zhàn)略地位進(jìn)行分析。基于給定的案例，新聞集團(tuán)的戰(zhàn)略地位，特別是其英國(guó)天空廣播公司的地位，由于媒體市場(chǎng)形勢(shì)的變化而受到挑戰(zhàn)。該公司的競(jìng)爭(zhēng)行業(yè)已宣布成立全球市場(chǎng)上第一家提供電視、寬帶、固定線路和移動(dòng)通信的四重播放媒體公司。這家公司的宣布影響了整個(gè)新聞集團(tuán)的戰(zhàn)略地位。為了確保公司不會(huì)落后，新聞集團(tuán)已經(jīng)能夠參與到技術(shù)發(fā)展的擴(kuò)張中。
Through the use of SWOT analysis, the strategic position of News Corporation in 2006 will be analysed.
通過(guò)SWOT分析，對(duì)新聞集團(tuán)2006年的戰(zhàn)略地位進(jìn)行分析。
Strengths. As a competitive and globally recognised media corporation, News Corporation has been able to have strategic position in the global market. In fact, when News Corporation streamlined in 2003 to 2006, it already had the advantage of size. With several consecutive years of multibillion profits, the company has outshined its major rival companies to become a model firm. Also, News Corporation’s decision to focus on diversified market and by considering satellite broadcasting and entering the internet market through MySpace.com was a courageous one, but it has led to its current position as one of the top global brands. The firm has likewise been characterised by many analysts to have an ability to adapt to changing market conditions in order to maximise profit. Listening to and identifying with consumers has allowed News Corporation to construct a corporate culture that bears little resemblance to the News Corporation of the past.
優(yōu)勢(shì)。作為一家具有競(jìng)爭(zhēng)力和全球知名度的媒體公司，新聞集團(tuán)在全球市場(chǎng)上具有戰(zhàn)略地位。事實(shí)上，當(dāng)新聞集團(tuán)在2003年至2006年進(jìn)行精簡(jiǎn)時(shí)，它已經(jīng)擁有了規(guī)模優(yōu)勢(shì)。憑借連續(xù)幾年數(shù)十億美元的利潤(rùn)，該公司已超越其主要競(jìng)爭(zhēng)對(duì)手，成為一家模范公司。此外，新聞集團(tuán)決定專注于多元化市場(chǎng)，考慮衛(wèi)星廣播，并通過(guò)MySpace進(jìn)入互聯(lián)網(wǎng)市場(chǎng)。這是一家勇敢的公司，但它已經(jīng)成為目前全球頂級(jí)品牌之一。許多分析師同樣認(rèn)為，該公司有能力適應(yīng)不斷變化的市場(chǎng)條件，以實(shí)現(xiàn)利潤(rùn)最大化。傾聽(tīng)和認(rèn)同消費(fèi)者讓新聞集團(tuán)得以構(gòu)建一種與過(guò)去新聞集團(tuán)幾乎沒(méi)有相似之處的企業(yè)文化。
The ability to continuously renew and improve their service in the media, internet and communication while effectively managing the needs of their target audience is the key to maintaining News Corporation’s leader status and the key for succeeding in having strategic position.
在有效管理目標(biāo)受眾需求的同時(shí)，不斷更新和改進(jìn)其在媒體、互聯(lián)網(wǎng)和通信領(lǐng)域的服務(wù)的能力是保持新聞集團(tuán)領(lǐng)先地位的關(guān)鍵，也是成功占據(jù)戰(zhàn)略地位的關(guān)鍵。
Weaknesses. Not all of diversification and approach have been successful and this can be considered as one of the flaws or weaknesses of the company. Analysts have accused the company of focusing too much on their high-end acquisitions and diversification in spite of the risky effects of such decisions.
劣勢(shì)。并非所有的多元化和方法都是成功的，這可以被視為公司的缺陷或弱點(diǎn)之一。分析人士指責(zé)該公司過(guò)于專注于高端收購(gòu)和多元化，盡管這些決定會(huì)帶來(lái)風(fēng)險(xiǎn)。
Opportunities. The basis for long-term competitiveness is the ability to develop continuously new generations of more advanced media products and services. Therefore one of the company’s opportunities is to tap into more markets as a result of the innovations being introduced in the media and television and internet industry Localised capabilities enabling or even enhancing such co-operation will always make a difference when it comes to first-mover advantages. The opportunity to penetrate new growth markets where internet media adoption still has room to go, Leveraging News Corporation’s infrastructure business to get first choice and stronger position against rivals is also an opportunity. They also have the opportunity to get ahead of their rival companies, and this should be the case, since the said market is a potential sizeable source of income. The trend of considering the internet market also show cases new opportunities for the company specifically with their acquisition of the MySpace.com
機(jī)會(huì)。長(zhǎng)期競(jìng)爭(zhēng)力的基礎(chǔ)是不斷開(kāi)發(fā)新一代更先進(jìn)的媒體產(chǎn)品和服務(wù)的能力。因此，該公司的一個(gè)機(jī)會(huì)是通過(guò)媒體、電視和互聯(lián)網(wǎng)行業(yè)的創(chuàng)新開(kāi)拓更多的市場(chǎng)。本地化的能力能夠?qū)崿F(xiàn)甚至加強(qiáng)這種合作，在涉及先發(fā)優(yōu)勢(shì)時(shí)，將始終發(fā)揮作用。有機(jī)會(huì)進(jìn)入新的增長(zhǎng)市場(chǎng)，在這些市場(chǎng)上，互聯(lián)網(wǎng)媒體的采用仍有空間，利用新聞集團(tuán)的基礎(chǔ)設(shè)施業(yè)務(wù)獲得第一選擇，并在競(jìng)爭(zhēng)對(duì)手中占據(jù)更有利的地位，這也是一個(gè)機(jī)會(huì)。他們也有機(jī)會(huì)超越競(jìng)爭(zhēng)對(duì)手，這應(yīng)該是事實(shí)，因?yàn)樯鲜鍪袌?chǎng)是一個(gè)潛在的巨大收入來(lái)源。考慮互聯(lián)網(wǎng)市場(chǎng)的趨勢(shì)也為公司帶來(lái)了新的機(jī)遇，特別是他們收購(gòu)了MySpace.com
Threats. Rival companies are major threats to the business. News Corporation, in contrast, started out in other lines of business and entered broadcast and media capabilities of the company. The firm’s inability to keep up with innovations, or recognise its demand, creates a threat for them, a risk that they could be displaced by other industry leaders. The legal and political environment in the countries where they operate in could potentially affect the business negatively. Their apparent complacence could be used by their rival companies to their advantage, and take News Corporation by surprise, with the latter realising too late that they are not the industry leader anymore.
威脅。競(jìng)爭(zhēng)對(duì)手公司是該業(yè)務(wù)的主要威脅。相比之下，新聞集團(tuán)則從其他業(yè)務(wù)領(lǐng)域起步，進(jìn)入了公司的廣播和媒體能力。該公司無(wú)法跟上創(chuàng)新步伐，或無(wú)法認(rèn)識(shí)到其需求，這給它們帶來(lái)了威脅，可能會(huì)被其他行業(yè)領(lǐng)導(dǎo)者取代。他們所在國(guó)家的法律和政治環(huán)境可能會(huì)對(duì)企業(yè)產(chǎn)生負(fù)面影響。他們表面上的自滿可能會(huì)被他們的競(jìng)爭(zhēng)對(duì)手公司利用，讓新聞集團(tuán)大吃一驚，因?yàn)楹笳咭庾R(shí)到自己不再是行業(yè)領(lǐng)導(dǎo)者已經(jīng)為時(shí)已晚。
Application (Advantages and Disadvantages of Acquisition Method) 應(yīng)用（采集方法的優(yōu)點(diǎn)和缺點(diǎn)）
With regards to the largest media deals from 1981 to 2002, The News Corporation has been involved in one of these media deals. The company has been able to acquire Gemstar-TV Guide and TNC also acquire DirecTV and also brought small stakes of 20th century fox and other local TV stations. In addition, the company started a satellite TV system for their UK subscribers and also invested in another TV system in Asia which is Star and has their cable Fox News Network. The latest acquisition of the News Corporation is their acquisition of MySpace.com which is the largest social networking website in the World Wide Web.
關(guān)于1981年至2002年最大的媒體交易，新聞集團(tuán)參與了其中一項(xiàng)媒體交易。該公司已經(jīng)收購(gòu)了Gemstar TV Guide，TNC也收購(gòu)了DirecTV，還收購(gòu)了20世紀(jì)福克斯和其他地方電視臺(tái)的少量股份。此外，該公司還為英國(guó)用戶啟動(dòng)了一個(gè)衛(wèi)星電視系統(tǒng)，并在亞洲投資了另一個(gè)電視系統(tǒng)，該系統(tǒng)是Star，擁有有線福克斯新聞網(wǎng)。新聞集團(tuán)的最新收購(gòu)是他們對(duì)MySpace的收購(gòu)。com是萬(wàn)維網(wǎng)中最大的社交網(wǎng)站。
Primarily, the acquisition approach of News Corporation has taken some advantages and disadvantages to the overall performance and strategic position of the company. Accordingly, there are two basic models of acquisition, one is through cash and the other is through the stock swap. Based on the given case, one of the advantages of acquisition in News Corporation is in terms of market growth. With the acquired company, News Corporation has been able to diversify their products and business portfolio and meet the needs and demands of their target audience. In addition, through the acquisition, the company has also been able to see their potentials in different market including the internet market. The management has also been able to grow in terms of investment and grow in terms of market shares. The company has more opportunities to provide the latest products or services in the interactive media which may lead to further success of the company.
首先，新聞集團(tuán)的收購(gòu)方式對(duì)公司的整體業(yè)績(jī)和戰(zhàn)略地位帶來(lái)了一些利弊。因此，有兩種基本的收購(gòu)模式，一種是現(xiàn)金收購(gòu)，另一種是股票交換。根據(jù)給定的案例，新聞集團(tuán)收購(gòu)的優(yōu)勢(shì)之一是市場(chǎng)增長(zhǎng)。通過(guò)收購(gòu)這家公司，新聞集團(tuán)能夠使其產(chǎn)品和業(yè)務(wù)組合多樣化，滿足目標(biāo)受眾的需求。此外，通過(guò)收購(gòu)，該公司還能夠看到其在不同市場(chǎng)（包括互聯(lián)網(wǎng)市場(chǎng)）的潛力。管理層還能夠在投資和市場(chǎng)份額方面增長(zhǎng)。公司有更多的機(jī)會(huì)在互動(dòng)媒體中提供最新的產(chǎn)品或服務(wù)，這可能會(huì)導(dǎo)致公司的進(jìn)一步成功。
Although the company has some advantages with their acquisition, News Corporation also faced some disadvantages. One of this is the threat of not fulfilling the needs of the acquired company which results in major downturn or bankruptcy of the entire industry. In addition, with so much company at stake, the management is being challenged to be able to meet all the needs of each of the company acquire to stay competitive in the market position. The acquisition entails large values of financial resources involved and if the company would not be able to manage the acquired industries strategically, all their hard work will end to major fallback for the entire industry. In order to maximize the advantage and minimize or eliminate the disadvantages, the company must be able to use strategic management approach to handle all their subsidiaries and acquired industries.
盡管該公司在收購(gòu)方面有一些優(yōu)勢(shì)，但新聞集團(tuán)也面臨一些劣勢(shì)。其中一個(gè)威脅是無(wú)法滿足被收購(gòu)公司的需求，這將導(dǎo)致整個(gè)行業(yè)的嚴(yán)重衰退或破產(chǎn)。此外，由于公司面臨如此多的風(fēng)險(xiǎn)，管理層面臨著挑戰(zhàn)，無(wú)法滿足每一家公司的所有需求，從而在市場(chǎng)地位上保持競(jìng)爭(zhēng)力。收購(gòu)需要大量的財(cái)務(wù)資源，如果公司無(wú)法從戰(zhàn)略上管理被收購(gòu)的行業(yè)，他們所有的辛勤工作將最終導(dǎo)致整個(gè)行業(yè)的重大倒退。為了最大化優(yōu)勢(shì)，最小化或消除劣勢(shì)，公司必須能夠使用戰(zhàn)略管理方法來(lái)處理其所有子公司和收購(gòu)行業(yè)。
Analysis 分析
Based on the given analysis, it can be shown that with the management approach of the News Corporation, the company has been able to grow in the media market efficiently and successfully. With the ability of the management to visualize what is needed to grow in the media and broadcasting market, the management considered different approaches and business models such as diversification and acquisition approach. Analysis also shows that with the aim of the company to stay in the competitive and strategic position, they are able to anticipate major challenges and maximize their strategic abilities to meet the needs of their target audience and outgrow rival industries in the global market.
基于上述分析，可以看出，通過(guò)新聞集團(tuán)的管理方法，該公司能夠在媒體市場(chǎng)上高效、成功地成長(zhǎng)。由于管理層有能力想象媒體和廣播市場(chǎng)的增長(zhǎng)需要什么，管理層考慮了不同的方法和商業(yè)模式，如多樣化和收購(gòu)方法。分析還表明，為了保持公司的競(jìng)爭(zhēng)和戰(zhàn)略地位，他們能夠預(yù)見(jiàn)重大挑戰(zhàn)，最大限度地提高戰(zhàn)略能力，以滿足目標(biāo)受眾的需求，并在全球市場(chǎng)上超越競(jìng)爭(zhēng)對(duì)手。
Findings 調(diào)查結(jié)果
Based on the findings, the following are the strategic development plan for the company from 2006 onwards. Strategic Planning is part of the marketing approach wherein the management team determines ways and techniques to initiate the corporate discount in a corporate unit. Strategic planning can be used in when an organisation intends to instigate or initiate a certain marketing decisions that will enhance the competitiveness of the organisation (Elkin, 1998). With proper implementation of such plan and with the strong commitment of the management as well as the employees with this plan, growth, stability and competitive advantage will be achieved by the corporation.
根據(jù)調(diào)查結(jié)果，以下是該公司從2006年起的戰(zhàn)略發(fā)展計(jì)劃。戰(zhàn)略規(guī)劃是營(yíng)銷方法的一部分，其中管理團(tuán)隊(duì)確定在公司單位中發(fā)起公司折扣的方式和技術(shù)。當(dāng)一個(gè)組織打算發(fā)起或發(fā)起某種營(yíng)銷決策，以提高該組織的競(jìng)爭(zhēng)力時(shí)，可以使用戰(zhàn)略規(guī)劃。隨著該計(jì)劃的正確實(shí)施，以及管理層和員工對(duì)該計(jì)劃的堅(jiān)定承諾，公司將實(shí)現(xiàn)增長(zhǎng)、穩(wěn)定和競(jìng)爭(zhēng)優(yōu)勢(shì)。
For this strategic development plan, it is recommended that the management of News Corporation should focus on managing all the conglomerate and subsidiaries of the company. In addition, to be able to maximize their advantage in acquiring MySpace.com, the management should be able to manage this strategically. In line with the marketing development, the company should maximize the use of their financial resources in the latest trends in the market environment. They also need financial resources, to sustain their strategic development in considering employee trainings to ensure that the changes in line with their interactive media planning sill be successful.
In this strategic development, it can be said that the commonness of the two is the initiation of the strategic planning. Accordingly, strategic Planning is part of the strategic development wherein the management team identifies ways and techniques to initiate the development or execute their objectives. Strategic planning can be utilised when an organisation intends to instigate or initiate a certain project, in this case the News Corporation information technology development and interactive media development and the marketing strategy development that will enhance the competitiveness of the organisation (Elkin, 1998).
對(duì)于這一戰(zhàn)略發(fā)展計(jì)劃，建議新聞集團(tuán)的管理層集中管理該公司的所有企業(yè)集團(tuán)和子公司。此外，為了能夠最大限度地發(fā)揮他們?cè)谑召?gòu)MySpace方面的優(yōu)勢(shì)。管理層應(yīng)該能夠從戰(zhàn)略上管理這一點(diǎn)。隨著市場(chǎng)營(yíng)銷的發(fā)展，公司應(yīng)在市場(chǎng)環(huán)境的最新趨勢(shì)中最大限度地利用其財(cái)務(wù)資源。他們還需要財(cái)政資源，以在考慮員工培訓(xùn)時(shí)維持其戰(zhàn)略發(fā)展，確保根據(jù)互動(dòng)媒體規(guī)劃進(jìn)行的變革能夠成功。
在這一戰(zhàn)略發(fā)展中，可以說(shuō)二者的共同點(diǎn)是戰(zhàn)略規(guī)劃的啟動(dòng)。因此，戰(zhàn)略規(guī)劃是戰(zhàn)略發(fā)展的一部分，其中管理團(tuán)隊(duì)確定啟動(dòng)發(fā)展或執(zhí)行其目標(biāo)的方法和技術(shù)。當(dāng)一個(gè)組織打算發(fā)起或發(fā)起某個(gè)項(xiàng)目時(shí)，可以利用戰(zhàn)略規(guī)劃，在這種情況下，新聞集團(tuán)的信息技術(shù)開(kāi)發(fā)、互動(dòng)媒體開(kāi)發(fā)和營(yíng)銷戰(zhàn)略開(kāi)發(fā)將提高該組織的競(jìng)爭(zhēng)力。
The strategic plan for each development, specifically in terms of their resource planning, assures that the company only utilised a strategic planning approach that will benefit the company to achieve its goal. In this manner, the management of News Corporation should be able to incorporate strategic planning and implementation in line with its resources for both strategic developments.
每個(gè)開(kāi)發(fā)項(xiàng)目的戰(zhàn)略計(jì)劃，特別是在資源規(guī)劃方面，確保公司只采用有利于公司實(shí)現(xiàn)目標(biāo)的戰(zhàn)略規(guī)劃方法。通過(guò)這種方式，新聞集團(tuán)的管理層應(yīng)該能夠根據(jù)其兩項(xiàng)戰(zhàn)略發(fā)展的資源，將戰(zhàn)略規(guī)劃和實(shí)施納入其中。
Conclusion 結(jié)論
It can be concluded that the management must be able to know what is happening in the internal and external environment of the business. This is also done to know if changes are needed to meet the needs of these factors and to avoid problems in terms of the four management functions. Hence, strategic management through proper planning, organizing, leading, and controlling is needed. Through this, the management will also be able to counter the negative impact of globalization, technology, innovation, diversity and ethics.
MBA Essay可以得出這樣的結(jié)論：管理層必須能夠知道企業(yè)的內(nèi)部和外部環(huán)境中發(fā)生了什么。這也是為了了解是否需要進(jìn)行變革，以滿足這些因素的需要，并避免在四項(xiàng)管理職能方面出現(xiàn)問(wèn)題。因此，需要通過(guò)適當(dāng)?shù)囊?guī)劃、組織、領(lǐng)導(dǎo)和控制進(jìn)行戰(zhàn)略管理。通過(guò)這一點(diǎn)，管理層還將能夠應(yīng)對(duì)全球化、技術(shù)、創(chuàng)新、多樣性和道德的負(fù)面影響。本站提供各國(guó)各專業(yè)essay代寫或指導(dǎo)服務(wù)，如有需要可咨詢本平臺(tái)。
