Cyesuta’s Workbook

1.
戰略競爭力 = 當一個公司成功制定和執行價值創造的戰略時，能夠獲得戰略競爭力。戰略競爭力是企業的長遠競爭力，包括：企業自身具備研發和超越上一代熱銷產品的能力及企業具備人才開發、培養、育成的能力。
戰略 = 設計用來開發核心競爭力、獲取競爭優勢的一系列綜合的、協調的約定和行動。
競爭優勢 = 當一家公司實施的戰略競爭對手不能複製（差異化）或者因成本太高而無法模仿（成本領先）時，它就獲得了競爭優勢。
超額利潤 = 超額利潤是指一項投資的利潤超過投資者預期能從其他相同風險項目獲得的利潤。
戰略管理過程 = 企業要獲得戰略競爭力及超額利潤而實施的戰略。分析内外環境並實施有效的戰略行動。
2. 當前競爭格局的特點是因爲全球化競爭變的更爲激烈。
導致這種競爭格局的主要原因是全球化及技術發展。
3. 根據行業組織模型，公司要獲得超額利潤必須選擇在潛在利潤最高的行業中經營，並學會如何根據行業的結構特點來利用這些資源實施戰略。
4. 根據自願基礎模型，公司要獲得超額利潤企業必須在一個有吸引力的行業中充分發揮自身的競爭優勢（資源、能力）。
5.
願景 = 企業最終想實現什麽
使命 = 企業意圖參與競爭的業務，以及所要服務的顧客。
借助願景、使命鼓舞雇員、利益相關者。
6. 利益相關者分爲三種，分別是資本市場利益相關者、產品市場利益相關者及組織權益相關者。
資本市場利益相關者包括股東、主要資金供應者。他們希望自己的投資能夠保值或升值，如果企業無法滿足，貸方可能減少或控制資本投入，股東則會抛售股票。
產品市場利益相關者包括顧客、供應商、所在社區及工會。顧客希望物美價廉、供應商希望能有高價且忠誠的客戶、所在社區希望公司是長期穩定的雇主、工會關注其所代表雇員的工作條件。
組織權益相關者即員工。希望企業擁有好的工作環境使員工能夠不斷成長。
7. 組織戰略者的工作是利用戰略管理過程為企業達成願景及使命。
8. 分析、規劃和執行。規劃要包括思考企業戰略可能的變化，讓規劃和執行能完美結合。

1. 在現代社會中，消費者、企業、工人在配置稀缺資源時具有很大的靈活性和多種選擇，微觀經濟學描述消費者、工人和企業所面臨的權衡取捨，並解釋這些取捨具體是怎麽做出的。
2. 實證（positive）分析與規範（normative）分析的差異：

• 實證分析回答的問題是“事實是怎麽樣的？”，客觀描述，解釋經濟體系的運行並作出判斷。
• 規範分析回答的問題是“該怎麽做？”，以一定主觀的價值判斷為基礎分析某問題的標準並作出決策。

3. 利用總體價格水平來判定產品價格實際的變化，此時需要使用實際價格而非名義價格。

• 實際價格的算法：以A年的美元為標準
  B年的實際價格=A年CPI(or PPI)/B年CPI(or PPI)XB年名義價格

1.a. 錯。快餐市場的買方與賣方是區域性的。一個地方的產品變動不會影響另一個地方的快餐市場。
b. 錯。因爲服裝易於運送，所以不同區域甚至國家的市場都可能互相影響。
c. 錯。百事可樂與可口可樂兩種產品是可替代的，兩者的客戶都是可樂產品的買方。
2.a. 2000年實際價格=100/208.98*2.52=1.2。相較1980的1.88元，實際價格下降了。
b. 1980-2000黃油實際價格的變化率為1.2/1.88=64%
c. 以1990的CPI變成100CPI表就變成：

此時1980黃油實際價格=100/63.06*1.88=2.98
2000年黃油實際價格=100/131.79*2.52=1.91
d. 變化率為1.91/2.98=64% 兩者的變化率相同，雖然實際價格是使用某年美元作爲標準的相對價格，但變化率是一樣的。
3. 懶得去查_-

1. 我覺得題目本身有些立意不清，到底問的是通過經驗及實證來驗證還是通過經驗實踐來驗證_- 前者是科學研究方法普遍認識 也就是無論從經驗實踐的角度或邏輯實證的角度都能夠被驗證才是一門好的理論。根據文中提到的觀點此題應該是問實證而非經驗(實踐)研究方法。儘管經濟學是與社會學及政治高度相關的學問，但能使用數學模型來解釋過去及預測趨勢都是其作爲一門可驗證科學必須具備的條件。
2. a.是規範分析；b.是實證分析。其差異在於：規範分析回答的問題是“應該怎麽做？”，以較主觀的價值判斷為基礎，訂立目標並表述達到該目標的做法；實證分析回答的問題是”事實是怎麽樣？”，以客觀的模型、數據及經驗分析過去的構成並預測趨勢發展。
3. 我認爲此價差難以有套利行爲。俄州與新澤西的距離使運送的費用大於價格的差異。
4. 可以用市場供需關係解釋兩者價格的變化。隨著國家發展社會逐漸重視教育，大學教育的要求與優秀但昂貴的私立大學如常春藤等成爲大部分人的夢想或目標、政府爲了教育劃出更多預算提高教學水平所產生的成本都反映在教育費用上，故大學教育的實際價格提高了。另一方面，隨著經濟發展技術提高，農產品的產量得到保證，在供大於需的情況下，雞蛋的實際價格也就降低了。
對於大學教育而言，許多無法輕易承擔大額學費的家庭變得會優先考慮州立大學而不是私立大學。雞蛋…就對農產品的消費不會成爲一個家庭採買的重要課題_-
5. 因爲在CPI不變的情況下名義價格升高，故對美國的消費者而言其實際價格就升高了。反之亦然。
6. 1/1.1*0.22=0.2 相較1996的每分鐘0.4美元 1999年的實際價格是其一半。

http://blog.cyesuta.org/view/2009/09/outflanking-tactic-to-make-use-of-racing-online-video-force.html

S2-5

S2-9

The total assets is $95,000; total liabilities is $39,000 and the net income is $38,000 in June.

S2-11

E2-15
a. (1) because cash ⊂ asset.
b. (3) because Fleming’s personal funds are not included in the company’s assets.
c. (3) because both cash and land ⊂ asset.
d. (1) but adds a payable to liability.
e. (3) because both cash and building ⊂ asset.
f. (1) because cash ⊂ asset.
g. (2) because cash ⊂ asset.
h. (1) because equipment ⊂ asset.
i. (1) because inventories ⊂ asset.
j. (2) because 1. dividends decreases retained earning & 2. lower owners’ equity means lower assets.

E2-20

The Yellow Pages Advertising, Inc brings $10,700 cash into next period.
The total liabilities is $30,600.

E2-23

P2-49A

Amusement Specialties’ total assets is $296,000; total liabilities is $150,000; net income is $26,000.

To compute each amount, you have to classify all items in the trial balance to asset, liabilities and shareholder’s equity (includes revenue, expense, dividend and common stock). The net income or net loss equals the total revenues minus the total expenses.

According to the income statement, the Amusement Specialties is in a quite good financial position and worth for investment.

P2-50A

P1- 45A

1.

2. The Image Runner is actually in a better financial position. The erroneous balance sheet report shows the total shareholders’ equity of $65,600 but it should be $90,700. A higher shareholders’ equity shows a better financial position.

3. Because we don’t know the current value of the equipment so we couldn’t put it in the balance sheet. Utilities expense, advertising expense, salary expense and interest expense should be in an income statement.

The PS3, together with the Xbox360 from Microsoft and the Wii from Nintendo are called “next generation games”. According to the sales volume report our PS3 received the button line and had been thrown far away behind others. In order to solute the problem. We should re-consider our marketing strategy.
Though we never sell our TV game stations in China, Chinese still became one of main user groups playing PS, PS2 and PSP games. According to some estimated data, number of parallel import PSP in China almost reached half of global sales quantity. But we earned NOTHING and we can’t easily control this market as well. That’s why we have to change, to position ourselves from passive to initiative.

We HAVE TO enter the China market. And our goal is to sustain consulting in this market. In order to achieve the goal, we must solute some problems we already know. First, the parallel import problem. The reason why people like to buy parallel import is not only they can’t find products in our stores but also the import tariff in China is very high, products from foreign countries become much more expensive than their really cost. So we’re going to set our factories in China. Second, the image problem. In most Chinese parents mind, gaming machines are almost meaning the same as bombs which destroy their children’s studies. Young people from 12 to 24 is our main target. They are mostly students and get our products from their parents. Balabalabala…..

We met threat of substitute products. The Xbox360 and the Wii are our main competitors. But there are also opportunity waiting for us. Microsoft and Nintendo didn’t sell their game stations in China because they’re not confident to solve the parallel import problem. We understand the local market. To reach competitive advantage, we can use two kinds of resources they never use: free resources on the Internet and talented game programmers without good IT/engineering education background. There are more than 500 BBS focus on game in China, and most of them have their producing team to rebuilding games. Balabalabala(how to find and work with those gamers and programmers on the Internet)

In order to sustain consult, we have to build a virtuous circle.
First, to solve employment problems and spread positive ideas of game to the public, we will build our factories and game experience stores in China. We can give more employment opportunities to many excellent engineers, programmers and game geeks.
Second, to solve problems called to be caused by games, we could host some outdoor activities. In one hand, this brings players to see the real world and to make friends with people who have same interest. In another hand, activities give us chances to promote ourselves and to collect user information for building our costumer database.
Third, lack of guarantee is the main problem for players in China which caused by parallel import problem. We could reach competitive advantage by providing good after services. This action will also force our competitors: Microsoft and Nintendo, even millions of stores which are selling game stations and fitting to change. And the change will give us a feedback of good public relationship.
Forth, we can bring profits back to other product lines. Game station is only one little part in our product list, but it is the close way to touch young people. After the brand loyalty raise in the youth, our business is easier to sustain develop.

Dear Sir/Madam,

I am applying for the position of strategy consultant. I am very interested in this post after knowing what kind of team you are and what you are doing. The idea of sustainability develop is great. Improving businesses’ quality to protect the planet and to help the public is what China really need in this century. You are just the right company I want to get into.

I grew up in Taiwan, a place where Chinese traditional culture met western marketing theory. Compare with those whom born in the mainland China, I believe I could understand your idea more.
I had studied in Beijing, and experienced the circumstance covered by Chinese nationalism. To build a good business image in China, you can’t disregard the influence by public voice which is mostly control by nationalism. Compare with foreign members, I believe I can understand local people more.
I am working in Shanghai, in a busy office environment as a media planner. The job had trained me to manage my time and to negotiate with others. I use my free time to study as an MBA student in Edinburgh Business School. To become a strategy consultant is one step in my goal. I will study really hard to achieve it.

I can be reached anytime via my cell phone, 15XXXXXXXXX. Thank you for your time and consideration. I look forward to speaking with you about this employment opportunity.

Yours faithfully,
Ann Lee

Are you out of fashion? balabalabalabalabala……

China market is different with western markets. As a global company, you have to consider the local strategy. Distrust is the main threat to foreign companies. Because of Chinese traditional culture of anti-trade and the huge economic growth in the past ten years, public don’t trust most companies.
For example, Haagen-Dazs met a crisis of confidence since the “dirty kitchen incident” and Nike’s brand confidence also set a new low because the problem of child labor. Famous foreign brands did bad things in China and it caused public lose trust again. Even Microsoft’s donation projects was said to be a conspiracy to make users online in order to earn more advertisement fee.
Though others see challenges, we see opportunities. We can’t just stand by and do nothing. We should open up a new way for long-term consulting. Our team is going to help you convey the sustainability develop idea to your manufacturers, employees, consumers and shareholders.
Only companies which continue paying attention to environment issues and undertaking social responsibility could sustain raise consumers’ brand loyalty.

For environment issues, balabalabalabalabala……

For social responsibility, CSR (Corporate Social Responsibility) became an important norm years ago. The main idea is: “How to make a business earn profits and help others at the same time?”
Donating money is not the only and also not always the right way to help others. We should find out what people need and want.
Being a sports brand, you may like your brand image to be “close community”, “healthy” and “never give up”. Strong brand influence could be your weapon, to fix social problems such as estranged relationship between people, insufficient medical-care services and poor kids’ education.

In order to become a sustainability business, hope you are ready to choose us as your consulting partner. Compare with other consulting agency in China, we have more experiences working with global companies like Coca-cola and Sony. Under the big umbrella of Isobar, there is Carat and Wwwins which you understood very well.
You are able to own full service from planning to execution.
The most important: We are one of few sustainability consultants in the world. Our central thought is working long-term with customer and to improve the commercial chain to catch up the green bandwagon.