The document discusses strategic planning and analysis. It provides an overview of key concepts in strategy formulation, including vision, mission, market analysis, and SWOT analysis. It then outlines the historical development of strategic thinking from the 1950s to the 1990s. Major contributors mentioned include Alfred Chandler, Igor Ansoff, and Michael Porter. The document also presents the basic strategic planning process and provides examples of vision and mission statements. Finally, it defines concepts related to market analysis such as market size, market share, and distribution share.

1. r[mAsL[m
Strategy
1Nyan Lin Thein

2. r[mAsL[mqdkwmbmvJ...
 The setting of long-term goals and objectives,
the determination of courses of action.
 vkyfief;twGuf a&&Snf csrSwfxm;aom &nf&G,fcsuf? &nfrSef;csuf
rsm;twGuf vkyfaqmif&rnfUvkyfief;pOf vrf;aBumif;(odkU)oEdéXmef/
2Nyan Lin Thein

3. r[mAsL[mjzpfay:vmyHk
 bDpD500acwf? w&kwfjynftrwfBuD; qGefZl;a&;om;rSwfwrf;jyKcJhonfYArt of War
pmtkyfxJrStcsufaygif;(36)csufudkppfa&;?edkifiHa&;AsL[mrsm;wGiftoHk;jyKcJhBujyD;?
txif&Sm;qHk;jzpfonfY tar&duefESifhAD,rferfppfyGJrSm AD,rferfbufrSxdkpmtkyfyg
tcsufrsm;udkppfyGJwGiftoHk;jyKcJhBuonf/
 xdkrSwqifhpD;yGm;a&;e,fy,frsm;wGifvJppfyGJrsm;rSr[mAsL[mrsm;udk
toHk;csvmBuonf/ 3Nyan Lin Thein

4. r[mAsL[mjzpfay:vmyHk
Alfread Chandler “Strategy and Structure”
 1962 ckESpfrSm pma&;ol Alfread Chandler u Strategy and Structure pmtkyfudk
a&;om;cJhonf/
 xdkpmtkyfxkwfjyD;? r[mAsL[m qdkonfY pum;vHk;udk vlwdkif;yg;pyfzsm;wGif
a&yef;pm;cJhonf/
4Nyan Lin Thein

5. r[mAsL[mjzpfay:vmyHk
Igor Ansoff “udkvJr[mAsL[mzcifBuD;tjzpfwifpm;cJhBuonf/
 Igor Ansoff Ansoff Matrix onf ,aewdkif toHk;jyKaeaom r[mAsL[m
wpfckjzpfonf/
 pma&;olCorporate Strategy pmtkyfudk 1965ckESpfwGif a&;om;cJhonf/
5Nyan Lin Thein

6. r[mAsL[mjzpfay:vmyHk
Peter Dreucker “vdkU ajym&ifawmhrodwJUvl cuf&Sm;&Sm;jzpfr,fxifygw,f/
 Peter Dreucker vdkU ajymvdkuf&if r[mAsL[m *&kBuD;tjzpf todtrSwf
jyKBuonf/
 pma&;ol Competitive Advantage pmtkyfonf r[mAsK[m tawG;tac:rsm;udk
ajymif;vJcJhaompmtkyfwpftkyf jzpfcJhonf/
6Nyan Lin Thein

7. r[mAsL[m tqifhqifh ajymif;vJvmyHk
Step1
• 1950 ckESpfavmufwGif vkyfief;pktwGif; A[dkjyK r[mAsL[mpDrHcsuf tjzpf pwif
o&kyfazmfcJhonf/
Step2
• 1946-75twGif; BCG (Boston Consulting Group) aiGaBu;qdkif&m pDrHcefUcGJrl
jzpfonfY &if;ESD;jrkyfESHrl r[mAsL[mpDrHcefUcGJrl vrf;aBumif;ay: a&mufvmcJhonf/
Step3
• 1970 ckESpfukefcgeD;wGif Competitive Advantage olwyg;xuf ESmwpfzsm;om
tompD;&rl jzpfonfY r[mAsL[mokdU a&mufcJhonf/
Step4
• 1973 ckESpfwGif Strategic Thinking tawG;tac:rsm; toHk;jyKvmjyD;
a&S;&dk;t,ltqrsm;rS cGJxGufonfY xdk;oGif;odjrifekdifrl?zefwD;edkifrl rsm;BoZmBuD;cJhonf/
Step5
• 1980 ckESpfwGif Michael Porter pD;yGm;a&;vkyfief;wGif 0,f,lolOD;pm;ay;xuf
wHqdyfrsm; tpm;xdk;oHk;pGJrl? rwluGJjym; jcm;emjcif;rsm;rS cGJxGufonfUr[mAsL[modkU
tav;ay;cJhonf/
Step6
• 1990 ckESpfaemufydkif;rS ,aetxd Porter’s National Competitiveness [m
aemufqHk;r[mAsL[m jzpfvmcJhonf/
7Nyan Lin Thein

8. External
environment
analysis
Internal
environment
analysis
Vision &
Mission
Statement
Establish
Objective
Generate
Evaluate &
choose
strategy
Implement
Strategies
Measure &
evaluate
performance
Where we are !
Where are we going?
How are we getting there?
How are we doing?
Strategy Formulation Strategy
Implementation
Strategy
Evaluation
Strategy Management Processr[mAsL[mtqifh(3)qifh
8Nyan Lin Thein

9. Basic Concept of Strategic Planning Process
Background
Market Analysis
SWOT Analysis
Assumption
Marketing
Objective
Mkt Strategy
Mkt Strategy
Implementation
Evaluation &
Control
Market size, share, dtb share, competitor share, customer share, Dtb channel,
What (what do you want to be) & must be SMART.
How, the ways that is how to meet objective (Marketing Mix (7P)
Brief reason for entering and action of current market status.
Strength Weakness => Internal=> Finical, Market share, Operation , People capability, Coverage
Opportunity & Threats => External => PESTLE (Politic, Economic, Social, Demographic, Technology,
Environmental, Legal)
Key finding of current market status & Assessment of future development,
Action plans link with strategy & need to prioritize.
.Weekly, Monthly, Quarterly review and monitoring control to meet targets. (Financial, process, plan)
r[mAsL[mBudKwifjyifqif&eftajccHvkyfief;pOfrsm;
9Nyan Lin Thein

10. r[mAsL[mrsm;udkb,folawGa&;qGJBuoenf;
- Chief Executive Officer
- President
- Chairman
- Business Owner
- Chair of the Board
- Executive Director
- Marketing Manager
- Entrepreneur
- Advisor
10Nyan Lin Thein

11. Strategy Formulation
Vision
 rdrdukrÜPD tem*wfwGifjzpfcsifaom &nf&G,fcsuf?&nfrSef;csufudkqdkvdkonf/
 Vision wpfckwGifPurpose yg&Sd&rnf/
 Vision Question – What do we want to become?
 Vision includes – Objective & Value.
Example of Vision
tdrfwdkif;&JUpm;yGJay:rSmuGefysLwmwpfvHk;pD&Sd&r,f?
uGefysLwmwddkif;rSmMicrosoft software &Sd&rnf/
Bill Gates (Microsoft Company Vision)
11Nyan Lin Thein

12. Strategy Formulation
Vision wpfckudk b,fvdka&;rvJ...
 rdrdukrÜPDtem*wf aemufig;ESpf(okdU)q,fESpfrSmbmjzpfcsifwmvJqdkwm ?b,fvkd yHkpH
jrifcsifwmvJawG;yg?pOf;pm;yg/
 BuD;BuD;awG;yg?atmifjrifrludktm&Hkpdkufyg/
 &Sif;&Sif;vif;vif;jzpfatmifa&;yg/
 pdwfcHpm;rludktm&HkpdkufjyD;a&;yg/
 tem*wfudkyHkazmfBunfhyg/
 wefzdk;xm;aomt&mrsm;yg0ifygap/
12Nyan Lin Thein

13. Strategy Formulation
Mission
 rdrdukrÜPD pD;yGm;a&;ubmvJ? bmvkyfief;vkyfwmvJ?bmaBumifhvkyfwmvJ azmfjyjcif;
jzpfonf/
 Mission – Why ?
 Mission statement wGif ESpfrsdK;ESpfpm;&Sdonf/ (Product-oriented, Customer-oriented)
Example of Mission
urÁmay:rSm&SdonfUowif;tcsuftvwfawGudk
pkpnf;jyD; ay;csifwm?
Google (Mission)
13Nyan Lin Thein

14. Strategy Formulation
Mission wpfckudk b,fvdka&;rvJ...
 rdrdukrÜPD vkyfief;taBumif;?&nf&G,fcsuf?rl0g'?'ome? vkyfxHk;vkyfenf;rsm;
xnfUoGif;edkifonf/
 rdrdazmufonfawGu b,folawGvJ?
 b,fvdkrsdK;ypönf;? 0efaqmifrlrsdK;udkay;csifwmvJ?wefzdk;xm;rlawGubmawGvJ
 b,fvdkaps;uGuftaetxm;udk&nf&G,fwmvJ
 b,fvdkenf;ynmawGtaumiftxnf azmfrvJ
 wefzdk;xm;rl? ,HkkBunfrlawGubmawGvJ
 tjcm;olawGeSifh,SOfjyKdifonfUtcgtm;omcsuf? tedkif,lrnfUtcsufawGubmawGvJ
 vlrlywf0ef;usifudkwm0ef,lrlawG?ywf0ef;usifu jrifonfU yHk&dyfawGubmvdkvJ
 rdrd0efxrf;awGESifhoufqdkifonfU t&mawG?taBumif;t&mawGu bmawGvJ/
ponfUtcsufrsm;udk mission wGifxnfUoGif;a&;om;edkifonf/
14Nyan Lin Thein

15. Strategy Formulation
Market wpfckudk avUvmjcif;
 rdrdukrÜPDrSxkwfukefrsm;aps;uGuftaetxm;udkodatmif pwifavhvm? oHk;oyfzdkU
vdkygrnf/
 rdrdxkwfukef Market size aps;uGuftwGif;b,favmuf &Sdoenf;/
 rdrdxkwfukefu Market share b,favmuf&,lxm;edkifovJ/
 aps;uGuftwGif;Distribution share b,favmuf &xm;ovJ/
 tjcm;jydKifbufrsm;Market share and Distribution share ub,favmuf rsm;
ydkifqdkifaeovJ/
 vuf&SdwGifoGm;aeaomdistribution channel awGub,fvdk&SdovJ?b,fvdkoGm;aeovJ/
ponfrsm;udkppfwrf;aumuf,ljcif;jzifhvnf;aumif;?avhvmrSwfwrf;jyKpkjcif;jzpfvnf;aumif;
OD;pGmrdrdtaBumif;udkodatmif avhvm qef;ppfzdkUvdktyfygrnf/
15Nyan Lin Thein

16. Strategy Formulation
Market wpfckudk avUvmjcif;
 rdrdxkwfukef Market size aps;uGuftwGif;b,favmuf &Sdoenf;/
 Market size udkb,fvdkwGufxkwfrvJ/
 rdrdxkwfukefESifhwuG trsdK;tpm;wlaom tjcm;aomjydKifbufxkwfukefrsm;wpfv(odkU)
av;ywfpma&mif;tm;rsm;udkrdrdaumuf,lvdkaom jrdKU(odkU) e,fajr&Sdqdkiftm;vHk;
a&mif;xGufoGm;aomta&mif;pkpkaygif;udk xdke,fajrMarket size [ktvG,fodedkifrnf/
Outlet Product A Product B Product C Product D Product E
Outlet 1 50 100 50 30 20
Outlet 2 30 20 10
Outlet 3 50 50 100 50 20
Total 130 170 160 80 40
wpfva&mif;xGufoGm;aomxkwfukefrsm;pm&if;
Total Market Size - 580 16Nyan Lin Thein

17. Strategy Formulation
Market wpfckudk avUvmjcif;
 rdrdxkwfukef Market share aps;uGuftwGif;b,favmuf&Sdoenf;/
 Market share udkb,fvdkwGufxkwfrvJ/
 rdrdxkwfukefESifhwuG trsdK;tpm;wlaom tjcm;aomjydKifbufxkwfukefrsm;wpfv(odkU)
av;ywfpma&mif;tm;rsm;udkrdrdaumuf,lvdkaom jrdKU(odkU) e,fajr&Sdqdkiftm;vHk;
a&mif;xGufoGm;aom ta&mif;pkpkaygif;udk xkwfukefwpfrsdK;jcif;pDtvdkuf&&Sdaom
ta&twGufrsm;jzifh&mcdkifESdKif;cGJjcif;udk Market share [kac:onf/
Outlet Product A Product B Product C Product D Product E
Outlet 1 50 100 50 30 20
Outlet 2 30 20 10
Outlet 3 50 50 100 50 20
Total 130 170 160 80 40
Market Share 22.4% 29.3% 27.6% 13.8% 6.9%
wpfva&mif;xGufoGm;aomxkwfukefrsm;pm&if;
17Nyan Lin Thein

18. Strategy Formulation
Market wpfckudk avUvmjcif;
 rdrdxkwfukef Distribution share aps;uGuftwGif;b,favmuf &Sdoenf;/
 Distribution share udkb,fvdkwGufxkwfrvJ/
 xkwfukefwpfckkkjcif;pDtvdkuf qdkifwGifa&mif;cs&efwifxm;aomqdkifta&twGufpm&if;udk
qdkifpkpkaygif;pm&if;jzifhtcsdK;usa0cGJjcif;jzifhDistribution share udk odedkifrnf/
Outlet Product A Product B Product C Product D Product E
Outlet 1 50 100 50 30 20
Outlet 2 30 20 10
Outlet 3 50 50 100 50 20
Total 130 170 160 80 40
Market Share 22.4% 29.3% 27.6% 13.8% 6.9%
Distribution share 100% 100% 100% 66.7% 66.7%
wpfva&mif;xGufoGm;aomxkwfukefrsm;pm&if;
- xdkshare rsm;rSwqifhjydKifbufrsm;aps;uGufshare, distribution rsm;udkygod&Sdedkifrnf/ 18Nyan Lin Thein

19. oifa&m*gudk b,fvdk ukrvJ
 rdrdwGifa&m*gwpfck &SdjyD;qdkygawmh...
 xdka&m*gudkaysmufatmifukor,f qdkonfYVision cifAsm;rSm&SdjyD;/
 b,faBumifhukocsifw,fqdkonfU Mission vJ&SdjyD;/
 'gqdk&ifoif&JUudk,fudkukozdkUtwGuf jyifqif&jyD;/
 yxrOD;qHk;taejzifhoifhukd,frSm jzpfaewJU twGif;ydkif;a0oemawGudk OD;pGmodzdkUvdktyfrnf/
(acgif;udkufvm;?b,fem;uemwmvJ? b,fvdkkcHpm;&vJ? ...)
 'kwd, taejzifhtjyifbufrS&vmedkifonfU tajctaersm;jzpfonfU (b,fc&D;oGm;ao;vJ?
bmawG pm;xm;vJ? b,folawGeSifhawGUvJ? &moDOwkuat;vm;?ylvm;? a&csdK;vm;?
twlaeolxJ a&m*g&Sdvm;?...)
 xdktcsuftvufrsm;udktajccHjyD;aocsmavhvmjyD;q&m0efuaq;ay;?aq;xdk;
vkyfaqmifBuonf/
 xdkuJhokdU rar;?rjref;bJ xif&mukoygua&m*gaysmufuif;rlr&SdbJtemESifhaq;wjcm;pD
jzpfaeedkifrnf/
19Nyan Lin Thein

20. aps;uGuf wpfckudk pwifavhvmjcif;
 xdkuJUokdU aps;uGufwpfckudkavhvmonfUtcgwGifvJ
 rdrdvkyfief;?ukrÜPDtwGif;ydkif;jzpfonfUxkwfukef? jzefUcsDa&;?0efxrf;tajctae? pDrHcefUcGJrl?
aiGaBu;ponfUrsm;tm;omcsuftm;enf;csufrsm;udkOD;pGmavhvmBu&rnf/
 xdkaemufrdrdvkyfief;ESifhywfoufaeaom edkifiHa&;?pD;yGm;a&;?vlrla&;?enf;ynmrsm;rS
rdrdvkyfief;tay: jzpfay:vmedkifrnfU tcGifhtvrf;ESifhjcdrf;ajcmufrlrskm;udkBudKwifwGufcsuf
xm;edkif&rnf/
 xdkokdU vkyfief;twGif;?tjyifydkif;avhvmjcif;udk
 Micro environment
 Macro environment (PEST)
20Nyan Lin Thein

21. Micro environment (PEST analysis)
P = Political
E = Economic
S = Social
T = Technological
L = Legal or C = Customer
E = Environmental or C = Competitor
21Nyan Lin Thein

22. Micro environment (PEST analysis)
P = Political (edkifiHa&;tajctae)
Law – edkifiHwpfck aumif;rGefzdkUtwGuf Oya' onf ta&;BuD;aom tcef;wGif yg0ifonf/ xdk Oya'
wpf&yfonf pD;yGm;a&; vkyfief;wpfckudkvJ trsm;BuD; oufa&mufrl &Sdonf/ (Oyrm/ / vuf&Sd
jynfwGif;?jynfy xkufukeftm;vHk; yg0ifypönf;? tnTef;rsm;udk jrefrm bmomjzifhom azmfjy&rnf?
um;wifoGif;cGifhpolicy aBumifhpD;yGm;a&;rsm;pGmoufa&mufrl&Sdaponf/
Situation – jynfwGif; jidrf;csrf;a&; tajctae? a'otwGif; at;csrf;rl tajctae
rsm;tay:wGifvJoufa&mufrl &Sdaponf/
Legal – rsm;jzpfonfY pm;oHk;ol? tvkyform;? &if;ESD;jrSyfESHol? ponfU rsm; tusdK;cHpm;cGifh Oya'
pnf;rsOf;rsm;onfvJtusdK;oufa&mufrludkjzpfaponf/
Attitude – tpdk;& vuf&Sdpdwfaeoabmxm;? &nf&G,fcsuf? csrSwfxm;aom rl0g'
ponfUrsm;udkygxnfUoGif;pOf;pm;zdkUvdkrnf/
(edkifiHa&; tajctaersm;udk avUvmonfUtcgwGif vuf&Sd rdrdvkyfudkifaeaom vkyfief;pkESifh oufqdkif
qufEG,faeaom t&mrsm;? Oya' ? rl0g' rsm;udk onf rdrdvkyfief;twGuf rsm;pGmaom pdefac:rl
tcGifhtvrf;ESifhjcdrf;ajcmufrlrsm;udkjzpfapedkifaomaBumifhaocsmxnfYoGif;pOf;pm;oifhonf/)
22Nyan Lin Thein

23. Micro environment (PEST analysis)
E = Economic (pD;yGm;a&;tajctae)
edkifiHwpfedkifiHtpdk;&wGifpD;yGm;a&;ESifhywfoufjyD;wm0ef(4)&yf&Sdonf/
1. Standard of Living (Lifestyle) – vlaerl tqifhtwef; b,favmufxd
wdk;wufatmif vkyfaqmifay;edkifvJ? vuf&Sd vllaerl tqifhtwef; u b,fvdktaetxm;vJ?
b,fbufudkul;ajymif;aevJponfUrsm;udkavYvm oHk;oyf&rnf/
2. Economic Growth – pD;yGm;a&; wdk;wufeSKef;u b,fvdkvJ? b,ftykdif;rsm;wGif acwfrSD
wdk;wufaeovJponfrsm;udk avUvmoHk;oyf&rnf/
3. Rate of Inflation – aiGaBu;azmif;yGESKef;onf b,favmuf jzpfaeovJ? Consumer Price
Index (CPI) wpfESpftwGif;b,favmufwufvJ ponfrsm;udkavhvm oHk;oyf&rnf/
4. Level of unemployment – tvkyfvufrJUESKef; b,favmufavsmhusoGm;ovJ? aiGaBu;
ESIifhuGsrf;usifrlwdkUtqihftwef;rsm;udkygavhvmoHk;oyf&rnf/
23Nyan Lin Thein

24. Micro environment (PEST analysis)
S = Social (vlrla&; tajctae)
Society
o wefzdk; xm;rlawGu bmawGvJ? b,ft&mawGu vTrf;rdk;xm;ovJ? pH owfrSwfcsufawGu
bmawGvJ/
o vlaerlyHko@mefawGu b,fvdkvJ?tqifhtwef;awGu bmvdkvJ/
o tcsif;csif;,HkBunfrl?ouf0ifrl?udk;uG,frl?vTrf;rdk;cHxm;&wJhtcsufawGu bmawGvJ/
Demography
o arG;zGm;eSKef;?aoqHk;ESKef;?touf&SifESKef;(e,fajr?a'o? jrdKUe,f?edkifiH) tvdkuf
o usm;r?touft&G,f?
o e,fajrtus,ft0eff;?qufpyfrl
Culture
o "avhp&dkuf?,Ofaus;rl?tarGtESpf?wefzdk;xm;rl
o usef;rma&;?vlrla&;?ywf0ef;usifqdkif&mtusifhp&dkufrsm;
24Nyan Lin Thein

25. Micro environment (PEST analysis)
T = Technological (enf;ynm zGHUjzdK;wdk;wufrl tajctae)
enf;ynm zGUHjzdK;wdk;wufvmrltajctaersm;udkvJavhvmzdkUvdkrnf/
- pm;oHk;olawGonfenf;ynmaBumifhbmawG ajymif;vJvmvJ/
- ukefypönf;awGonfenf;ynmaBumifh bmawGajymif;vJvmvJ/
- 0,f,lrlyHkpHawGonfenf;ynmaBumifhbmawGajymif;vJvmvJ/
- enf;ynmaBumifhbmawG wdk;wufvmvJ?bmawGu tcuftcJ jzpfapedkifvJ/
- aemufydkif;bmawGacwfpm;jyD;?bmawGu ae&m,lrvJ?
- tpdk;&buf? enf;ynmuky®PDawG vkyf&Sm;rl?wdk;wufvmrlawG&JUtajctae
- tifwmeuf? enf;ynm tajymif;tvJ rsm;aBumifh bmawG ajymif;vJ edkifvJ qdkonfY
tajctaersm;udkavhvmzdkU vdkrnf/
25Nyan Lin Thein

26. Question : Micro environment (PEST analysis)
PEST tcsufrsm;udkrdrdvkyfief;twGufb,fvdk pOf;pm;&rvJ...
 PEST analysis rS tcsufrsm;udktukefpOf;pm;&rSmvm;/
 b,fvdkpOfpm;&rvJ/
 rdrdvkyfief;ESifh ywfoufqufEG,fedkifaom edkifiHa&;? pD;yGm;a&;? vlrla&;? enf;ynm tcsufrsm;udk
pOf;pm;yg/
xnfUoGif; pOf;pm;onfYtcg ,ckrS aemif ig;ESpf?q,fESpf txd jzpfay:vmedkifonfY cefUrSef;
tcGifhtvrf;ESifh jcdrf;ajcmufrlrsm;udkpOf;pm;&efjzpfonf/
xdkokdU pOf;pm;&mwGifvJ rdrdvkyfief;twGuf xdktcsufrsm;rS xdcdkufedkifacs? wdk;wufedkifacs?
tcGifhtvrf;rsm;&edkifacsrsm;udkt"duxm;cefUrSef;pOf;pm;yg/
 rdrdvkyfief;BuD;&ifBuD;ovdk?ao;&ifao;ovdkBudKwifcefUrSef;wGufcsufedkif&rnf/
26Nyan Lin Thein

27. Porter’s 5 Forces (Industrial Analysis)
27Nyan Lin Thein

28. Porter’s 5 Forces (Industrial Analysis)
 pD;yGm;a&;vkyfief;wpfckwGif atmifjrifatmifpwifvkyfaqmifzdkUtwGuf cufcJovdk
 pD;yGm;a&;a&&SnfrSm&SifoefatmifjrifzdkUtwGuf vJrvG,fulvSygbl;/
 xdk pD;yGm;a&; a&&Snf atmifjrifzdkUtwGuf qdk&if t"du usaom? ywfouf qufEG,faeaom
tcsuf(ig;csuf)udkavhvm zdkUvdktyfygrnf/
1. vkyfief;wljydKifbufrsm;jydKifqdkifrl
2. tvm;tvm &Sdaomtopfukefypönf;rsm;jcdrf;ajcmufrl
3. pm;oHk;olrsm;oHk;pGJedkifrlyg0g
4. ukefypönf;ay;oGif;edkifolrsm;yg0g
5. tpm;xdk;ukefypönf;rsm;jcdrf;ajcmufedkifrl
28Nyan Lin Thein

29. Porter’s 5 Forces (Industrial Analysis)
Rivalry among existing competitors
 rnfonfY vkyfief;wGif rqdk ,SOfjydKifbuf rsm;pGm &Sdygonf/ jydKifbufrsm;onf vkyfief;wpfcktwGuf
t"du *&kpdkuf&rnfU t&mrsm; jzpfonf/ xdk tjyif jydKifbufonfvJ udk,ftwGuf wGef;tm;vJ
jzpfaponf/
 atmufygtcsufrsm;udkxnfYoGif;pOf;pm;&rnf/
jydKifbufta&twGufrdrdwGif b,favmufrsm;rsm;&SdovJ/
jydKifbufrsm;xJwGifrwluGJjym;aewJU jydKifbufub,favmuf&SdovJ/
vkyfief;pktwGif;BuD;xGm;ESKef;?pkpnf;xm;aom tkyfpkb,favmuf&SdovJ/
trSwfwHHqdyf tay: opöm &Sdaomazmufonfb,favmuf&SdovJ/
b,ft&mawGaBumifhrdrdazmufonfrsm;ul;ajymif;oGm;edkifovJ/
jydKifbufrsm;wpf,lepfjcif;ukefusp&dwfu b,favmuf&SdovJ/
29Nyan Lin Thein

30. Porter’s 5 Forces (Industrial Analysis)
Threat of New Entrants
 vkyfief;wpfck atmifjrifjyD;? BuD;yGm;jyD; qdkvSsif aemufuae rwlnDonfY yHkpH taetxm;rsm;jzifh
tpm;xdk; 0ifa&mufzdkU tjrJ jcdrf;ajcmufcHae&ygonf/ tvm;tvm &Sdaom vkyfief;pkrsm;udk
ul;ajymif;zdkUtwGufvJaeUpOfvdkvdktvdsKvsdK ay:aygufaeBuygonf/
 xdktwGuf atmufygtcsufrsm;udkxnfYoGif;pOf;pm;&rnf/
topf0ifa&mufedkifonfYt&mawGu bmawGvJ/ bmawGutwm;tqD;jzpfekdifrvJ/
tpdk;&Oya'?rl0g' awGaBumifhtopf0ifa&mufedkifaomvkyfief;pkrsm;jcdrf;ajcmufrl
topf0ifa&mufedkifaomtrSwfwHqdyfrsm; tiftm;BuD;rm;rl(ukdumudkvm? autyfpD)
topf0ifa&mufaom vkyfief;? trSwfwHqdyfrsm; ukefusp&dwf oufomjcif;? jzefcsDa&;
e,fy,fus,fjyefYjcif;?t&if;tjrpfBuD;rm;jcif;rsm;jcdrf;ajcmufrl
enf;ynmwdk;wufrlaBumifhbmawGu twm;tqD;jzpfrvJ/(aps;ESKef;?jrefqefrl)
30Nyan Lin Thein

31. Porter’s 5 Forces (Industrial Analysis)
Bargaining Power of Buyers
 vkyfief;wpfck t"du aoG;aBum onf 0,fol azmufonf jzpfonf? 0,folrsm; awmif;qdkrl ?
tBudKufudk vdkufzdkU qdkwm vG,fulwJU udpöawmh r[kwfyg? odkUaomf 0,fol aps;qpfedkifrl awGudk
txl;*&kjyKzkdUvdktyfvmonf/
 xdktwGuf atmufygtcsufrsm;udkxnfYoGif;pOf;pm;&rnf/
azmufonf ta&twGufb,favmuf&SdovJ/
azmufonf awG&JU0,fvdktm;yrmPmb,favmuf&SdovJ/
aps;ESKef;ay:rSmtvGJ trSm;jzpfvdkUr&wJUazmufonfawGu b,folawGvJ/
azmufonfawGu bmowif;tcsuftvwfawGudk vdkcsifBuovJ/
jydKifbufESifh,SOfjydKifonfUtcgrwlnDwJUtcsufawGu bmawGjzpfrvJ/
azmufonfawGu b,ft&mawGukdtpm;xdk;csifBuovJ/
31Nyan Lin Thein

32. Porter’s 5 Forces (Industrial Analysis)
Bargaining Power of Suppliers
 vkyfief;wpfck atmifjrifrl vrf;aBumif;ay: a&mufjyD; qdk&if pjyD; jyomem ay;wufwmuawmh
ypönf; oGif;aewJU axmufyHholawG ygyJ/ ukefacsmawGu a&mif;vdk ravmufawmhwJhtcg?
ta&mif;trSmawG rsm;wJUtcg axmufyHholawGbufu jznfYpD;ray;edkifwJh jyomemawG
jzpfvmygonf/ xdkjyif tBuD;rm;qHk; jyomemwpfckuawmh ae&mtXm; jzpfygu ydkif&Sif
awmif;qdkekdifrl?aps;qpfedkifrlawGuvJxnfYoGif;pOf;pm;&rnfUt&mawGjzpfygonf/
 xdktwGuf atmufygtcsufrsm;udkxnfYoGif;pOf;pm;&rnf/
ypönf;axmufyHholrsm;ta&twGuf? yrmP
ypönf;axmufyHholwpfOD;csif;pDpGrf;&nf?vkyfudkifedkifonfU yg0g
ypönf;axmufyHholrsm;rwlnDaom xkwfukef trsdK;tpm;?t&nftaoG;
ypönf;axmufyHholrsm;pdwfaeoabmxm;
32Nyan Lin Thein

33. Porter’s 5 Forces (Industrial Analysis)
Threat of Substitute Product
 pm;oHk;olawGonf aeUpOf tBudKufaawG ajymif;aeovdk? rwlnDaom cHpm;rl? t&omawGudkvJ
awmif;w wufBuonf/ xdkaBumifh aps;uGufwGif rdrdxkwfukefESifh rwknDaom? cHpm;rl t&om
uGJjym;aomtjcm;aomt&mrsm;jcdrf;ajcmufrlrsm;onfvJaeYpOfBuHKawG&rnfomjzpfonf/
 tpm;xdk; xkwfukefrsm; qdk&mwGifvJ xkwfukef tjyif? 0efaqmifrl? tcif;tusif;? qufqHa&; ?
toGiftjyifawGutp jcdrf;ajcmufedkfifaomtcsufrsm;wGifyg0ifonf/
 xdktwGufatmufygtcsufrsm;udkxnfYoGif;pOf;pm;&rnf/
tpm;xdk;ajymif;vJedkifaom xkwfukefta&twGufb,favmuf&SdovJ/
aps;ESKef;wljyD;ywfoufqufEG,faeaom tpm;xdk;xkwfukef bmawG&SdovJ/
&&SdedkifonfUcHpm;cGifh? yrmPydkrdkonfU rwlnDaom tpm;xdk;xkwfukef bmawG&SdovJ/
enf;ynmwdk;wufvmrlaBumifh jzpfay:vmaom tpm;xdk;xkwfukefawGu bmawGvJ/
b,ft&mawGujcdrf;ajcmufaeovJ/
33Nyan Lin Thein

34. Porter’s 5 Forces (Industrial Analysis)
qDrvdk',ftdk;
Threat of New Entrents
(topf0ifa&mufedkifaom
t&mrsm;jcdrf;ajcmufrl)
aeBumqD
Threat of Substitute Product
(tpm;xdk;edkifaomypönf;rsm;
jcdrf;ajcmufrl)
tarxGm; yJqD
Bargaining Power of
Suppliers
(axmufyHholrsm;
aps;qpfedkifaompGrf;tm;)
Bargaining Power of Buyer
(0,folrsm;aps;qpfedkifaom
pGrf;tm;)
Rivalry among existing
Competitors
(jydKifbufrsm;,SOfjydKifedkifrl)
34Nyan Lin Thein

35. Micro Environment
Micro Environment qdkwm ukrÜPD twGif;ydkif; &Sdd 0efxrf;awG? 0efxrf;awG&JU
vkyf&nfudkif&nfawG? tzGJUtpnf; zGJUpnf;yHk? ,Ofaus;rl "avY p&dkuf rsm; tjyif
ywfouffqufEG,faeaom azmufonfawG? oGif;ukef ay;olawG? jydKifbufawGESifh Bum;cH
qufEG,faomt&mawGudkavUvmjcif; jzpfonf/
Suppliers
Competitors
Interest
Groups
Intermediaries
Customers
Company
Culture
Organization
Employees
Skill
35Nyan Lin Thein

36. Micro Environment
Internal Assessment
Internal Audit
1. Management Audit Checklist
2. Marketing Audit Checklist
3. Finance and Accounting Audit Checklist
4. Production Operations Audit Checklist
5. Research Development Audit Checklist
6. Management Information System Audit Checklist
36Nyan Lin Thein

37. Micro Environment
Internal Audit
1. Management Audit Checklist
 ukrÜPD r[mAsL[m pDrHcefYcGJrlt,ltqrsm;udktoHk;jyKvm;/(Strategic Management concept)
 ukrÜPD&nf&G,fcsuf?&nfrSef;csufawGrSefuefovm;?wdkif;wmvdkU &vm;/(Objective & goals)
 xda&mufaom pHrHcefUcGJrl vkyfaqmifedkifovm;/ (Management effectively plan)
 tzGJUtpnf;wnfaqmufyHk rSefovm;/(Company structure)
 vkyfief;azmfjyrl?owfrSwfcsufawGonf &Sif;vif;rSefuefovm;/(Job description and Specification)
 0efxrf;awG&JUpdwf"gwfa&;&mjrifhrm;&Jvm;?tvkyfxGufeSKef;b,fvdkvJ/ ( Employee moral & turnover)
37Nyan Lin Thein

38. Micro Environment
Internal Audit
2. Marketing Audit Checklist
 aps;uGufOD;wnfcsuf?a&G;cs,frlxda&mufrl&Sdovm;/(Market segment, Targeting)
 a&G;cs,fxm;aomowfrSwftaetxm;? txiftjrif&&Sdovm;/(Positioning)
 aps;uGufa0pk&S,f,mwdk;wufrl&Sdovm;/(Market share)
 ta&mif;jzefUcsDa&;vrf;aBumif;rsm;?a&G;cs,frlrsm;?yHkpHrsm;rSefuefrl &Sdovm;/(Distribution channel)
 xda&mufaomta&mif;rsm; &&Sdovm;/(Sales Force Plan)
 aps;uGufokawoersm;&Sdovm;/(Market Research)
 xda&mufaom ta&mif;jrSifhwifjcif;?aBujimjcif;rsm;vkyfaqmifedkifovm;/ (Promotion Effectiveness)
 azmufonfawGudk ay;aom0efaqmifrlrsm;xda&mufrl&Sdovm;?auseyfovm;/ (Customer Service)
38Nyan Lin Thein

39. Micro Environment
Internal Audit
3. Finance and Accounting Audit Checklist
 b@ma&;tcsdK;tpm;udkBunYfjyD;tm;omcsuf?tm;enf;wJYtcsufodzdkY/ (Financial ratio analysis)
 a&wdkpDrHudef;t&if;tESD;vdk? rvdk/ (Short-term Capital)
 a&&SnfpDrHudef;t&if;tESD;vdk? rvdk/ (Long-term Capital)
 vHkavmufwJU t&if;tESD;&Sd? r&Sd/(Working Capital)
 bwf*sufvkyfief;pOfrsm;xda&mufrl&Sd?r&Sd/ (Budgeting Procedure Effectiveness)
 tjrwfcGJa0ay;rlay:vpDoifhavsmfrl&Sd?r&Sd/ (Pay role Policies)
 aumif;rGefaom &if;ESD;jrKyfESHol ? refae*sm tawGUtBuHK? t&nftaoG; jynfYrSDrl &Sd? r&Sd/ (Good investor
& Finance Manager Qualified)
39Nyan Lin Thein

40. Micro Environment
Internal Audit
4. Production Operations Audit Checklist
 t&nftaoG;xdef;csKyfedkifrl/ (Quality Control)
 t&if;tjrpfESifhaps;uGufr[mAsL[mrSefuefpGmcsrSwfedkifrl/ (Resources and Strategically located)
 enf;ynm,SOfjydKifrlt&nftaoG;/ (Technological competencies)
 pufypönf;rsm;aumif;rGefrl&Sd?r&Sd/ (Good Condition)
 xkwfukef? vkyfief;pOfrl aumif;rGefaomvkyfxkHk; vkyfenf;rsm; xda&mufrl &Sd? r&Sd/ (Procedures
Effectiveness)
 ypönf; axmufyHholrsm; ukefBurf;rsm; oifhavsmf rSefuefrl &Sd? r&Sd/ (Suppliers raw materials reliable/
reasonable)
40Nyan Lin Thein

41. Micro Environment
Internal Audit
5. Research and Development Audit Checklist
 rdrdvkyfief;wGifR&D &Sdovm;/(Have R&D)
 xda&mufaomukefusp&dwfjzpfovm;/ (Cost Effectiveness)
 okawoejyKolawGt&nftaoG;/ (Qualification)
 pDrHcefUcGJrlESifhuGeffysKwm pepfrsm;xda&mufrl&SdrS/(Management & Computer)
41Nyan Lin Thein

42. Micro Environment
Internal Audit
6. Management Information System Audit Checklist
 rdrdvkyfief;wGi toHk;jyKaeom owif;tcsufrsm;onf pOfqufrysuf wdk;wufaezdkU vkdtyfrnf /
(Information Continually Improved)
 xdkowif; tcsuftvyfrsm;udkxda&mufatmif toHk;jyK jzpfovm;/(Use Information)
 toHk;jyKolrsm;onf&if;ESD;uGsrf;usifrl&Sdovm;/ (User Friendly)
 owif;tcsuftvuf rsm;onftjrJjyKjyifrGrf;rH&efvdkrnf/(Update)
42Nyan Lin Thein

43. McKinsey 7-S Framework
Hard Elements Soft Elements
Strategy
Structure
Systems
Shared Values
Skills
Style
Staff
 McKinsey 7S Framework onfManagement avmuwGif tvGeftoHk;0ifaomTool
wpfckjzpfonf/
43Nyan Lin Thein

44. McKinsey 7-S Framework
1. Strategy (r[mAsL[ma&;qGJjcif;)
 vkyfief; umvwdk arsSmfrSef;csuf? a&&Snf &nf&G,fcsufrsm;okdU atmifjrifa&muf&Sdap&ef
aqmuf&Guf&rnfY r[mAsL[m? tpDtpOf? vrf;nTefcsufrsm;udk BudKwifa&;qGJxm;jyD;
taumiftxnfazmfaqmuf&Guf&ef jzpfonf/
2. Structure (zGJUpnf;wnfaqmufjcif;)
 tzGJUtpnf; &nfrSef;csuf yef;wdkifrsm;okdU jyD;ajrmufaqmuf&Gufekdif&ef vdktyfaom (vl-
aiG-t&m0wÉK) t&if;tjrpfrsm;tay: owfrSwfzGJYpnf;yHkpHazmfaqmifjyD; vkyfief;rsm;udk
wdk;wufaqmuf&Guf&efjzpfonf/
3. Systems (enf;pepfrsm;csrSwfjcif;)
 vkyfief; pepfwus vnfywf&ef tajccH rl0g'rrsm;? pnf;rsOf;pnf;urf;rsm;? vkyfief;
vrf;nTefcsufrsm;jzifh tzGJYtpnf; vnfywfazmfaqmifrlrsm;udk pepfwus
vrf;nTef;a&;qGJxm;zdkUvdktyfrSmjzpfonf/
44Nyan Lin Thein

45. McKinsey 7-S Framework
4. Staff (0efxrf;t&if;tjrpfrsm;jznfYpD;jcif;)
 vkyfief; &nf&G,fcsufrsm;udk atmifjrifjyD;ajrmufap&eftwGuf 0efxrf;tiftm; jznfUpD;jcif;?
0efxrf;tm;vHk;rSvkyfief;atmifjrifap&efyl;aygif;aqmuf&Gufrlrsm;wdk;jrSifh&efjzpfonf/
5. Style (vkyfief;yHkpHrsm;owfrSwfjcif;)
 vkyfief; taumiftxnfazmfrlrsm; jyD;ajrmufap&ef acgif;aqmifrl t&nftcsif;ESifh pDrHcefUcGJrl
yHkpHrsm;rSefuefwdusrl&SdjyD;vdkufavsmnDaxGpGm jyKjyifajymif;vJpDrHcefUcGJzdkU vdktyfrnf/
6. Skills (t&nftcsif;-pGrf;&nfrsm;wdk;jrSifhjcif;)
 wdk;wufvmaom acwfESifhtnD tzGJYtpnf; pGrf;aqmif&nf? t&nftcsif;? uGsrf;usifrlrsm;
jrSifhwifaqmuf&GufjyD; vkyfief;rsm; ydkrdk wdk;wufjyD; &nf&G,fcsufyef;wdkifrsm;udk
azmfaqmifoGm;&efjzpfonf/
7. Shared values (wefzdk;w&m;rsm;rSsa0jcif;)
 vkyfief;wGif yg0ifywfoufolrsm;tm;vHk;onf tawG;tac: t,ltqrsm;? tawGUtBuHK
vkyfaqmifrlrsm;ESifh wefzdk;&Sdrlrsm;tm; rSsa0aygif;pyfjyD; vkyfief;wefzdk;rsm; wdk;wufrl &Sdap&ef
0dkif;0ef;aqmuf&Guf&efjzpfonf/
45Nyan Lin Thein

46. Japanese Management System
5S (Internal Management)
 5S management system onf ,aeUacwfwGif a&yef;pm;jyD;? pD;yGm;a&;
vkyfief;BuD;rsm;wGiftoHk;jyKaeompepfaumif;wpfckjzpfygonf/
 wpfOD;csif;pDrHcefUcGJrlrsm;?vkyfief;BuD;rsm;wGifvJtcsdefwdk?tusdL;&Sdaom pepfwpfckjzpfonf/
46Nyan Lin Thein

47. Japanese Management System
5S (Internal Management)
1. Sort ( cGJjcm;xm;rl&Sdjcif;)
 Use (tjrJtoHk;jyKaeus ypönf;) ? Unused (toHk;rjyKawmhonfY ypönf;) pwJU
pm&Gufpmwrf;?&Hk;toHk;taqmif?pufypönf;ponfrsm;udkcGJjcm;xm;&ef/
 cGJjcm;xm;jcif; r&SdonfUtcgwGif rvdktyfaom tcsdefukefjcif;? vkyfief;aeSmifhaeS;rlrsm;jzpfjcif;?
xdef;odrf;&jcif;? wm0ef,lrlrsm; &SkyfaxG;jyD; vkyfief;udk xdcdkufedkifaomaBumifh vkyfief;cGifwGif
cGJjcm;xm;jcif;udkpDrHaqmif&Gufxm;&ef/
2. Set in order (tpDtpOfwusxm;odkjcif;)
 vkyfief;cGifwGif rwlnDaom ypönf;rsm;udk xm;&Sd&mwGif vkyfief;trsdK;tpm;? OD;pm;ay;tqifh?
xm;odkrlyHkpH?rsm;vdktyfrnf/
 xdkokdU xm;okdjcif;jzifh tvkyfcGif tcsdefjrefqefjcif;? jyefvnf&SmazG&mwGif jrefqefjcif;?
rtm;ygu tjcm;oludk cdkif;apedkifjcif;rsm;jzifh tvkyfudk jrefqefxda&mufatmif
pDrHaqmuf&Gufekdifonf/
47Nyan Lin Thein

48. Japanese Management System
5S (Internal Management)
3. Shine ( oefU&Sif;oyf&yfpGmxm;odkjcif;)
 tydkjzpfaeaom pm&Gufpmwrf;? toHk;taqmifrsm;udk aeYpOf vkyfief;cGifwGif oefU&Sif;rl?
pepfusjcif;rsm;jzifhrdrdvkyfief;udkjrifhwifedkifrnf/
 0efxrf;wpfOD;jcif;pD pm;yGJ? AD&dk? tcef; pwmrsm;udk awmufajymifoefU&Sif;pGm
vkyfaqmifjcif;onf rdrdvkyfief;? &Hk; pnf;urf;&Sdrl? tav;xm;rl?
vkyfief;t&nftaoG;rsm;udk jrSifhwifedkfifonf/
4. Standardize (tqifhtwef;&dSjcif;)
 tzGJUtpnf;wdkif;wGif &Sdoifh&Sdxdkufaom pnf;urf;rsm; csrSwf&ef vdktyfovdk? vkyfief;cGif
tvG,fwuljyD;pD;edkif&eftwGufvrf;nTef;ay;jcif;&SdzdkUvdktyfygonf/
 awGUwJU ae&mrSm,l? BuHKonfUae&mxm; onf tusifhqdk;rsm; &Sdygu jyKjyif&efESifh
pnf;urf;&Sdaom vrf;nTefrl? enf;pepf rsm;ESifh csrSwfjyD; tqifhtwef; &Sdvmatmif
vkyfaqmif&efvdktyfrnf/
48Nyan Lin Thein

49. Japanese Management System
5S (Internal Management)
5. Sustain ( a&&Snf xdef;odrf;edkifjcif;)
 wdk;wufvmwJY aemufuG,fwdkif;rSm a&&Snfxdef;odrf;rl[m r&Sdrjzpf vdktyfaom
t&mjzpfygonf/
 wpfckysuf wpfckjyif? aysmufvSsif&Sm? rvdkvm;tyfwm acGswm jcif;rsm;jzifh vkyfief;cGifwGif
rukefoifhaom ukefusp&dwfrsm;udkavsmhcs&efjzpfonf/
 wpfOD;wpfa,mufjcif;pDu rdrdwm0ef,l&aom t&mrsm;udk xdef;odrf;jcif;? *&kpdkufjcif;jzihf
vkyfief;cGif t&nftaoG;? ukefusp&dwfrsm;udka vsmhcsjyD; a&&Snfxdef;odrf;oGm;&ef
jzpfonf/
49Nyan Lin Thein

50. History of SWOT Analysis
 pDrHcefUcGJrl?pD;yGm;a&;?rdrdb0 twGufyg toHk;jyKedkifaom
pDppfavUvmedkifaom Tool wpfckjzpfygonf/
O
S W
T
50Nyan Lin Thein

51. SWOT Analysis
Vision &
Mission
Statements
External
environments
analysis
Internal
environments
analysis
Opportunit
y
Threats
Strength Weakness
Marketing Objective
& Strategy
 External environment (PEST, Porter 5 force) – Opportunity and Threats
 Internal environment ( Internal audit, 7S) - Strength and Weakness
51Nyan Lin Thein

52. Marketing Objective
 Marketing Objective qdkwm bmvJ/
 Marketing Objective qdkwm ukrÜPD&nf&G,fcsuf?tzGJUtpnf;wpf&yfvHk;
OD;wnfcsufESifhcsdwfqufaeonfU t&mjzpfonf/
 ukrÜPDtjrwfa0pk? OD;wnfcsufudkazmfaqmifay;onfUt&m jzpfjyD;/
 rm;uwfwif;XmeuaetzGJUtpnf; wpf&yfvHk;OD;wnf&myef;wkdifudkjynfYrSDatmif
vkyfaqmifay;jcif;jzpfonf/
 Marketing Objective udk b,fvdkcsrSwfrvJ/
 Marketing Objective udkcsrSwfonfUtcgwGifSMART qdkonfU framework jzifh
csrSwfedkifonf/
 SMART = Specific, Measureable, Achievable, Realistic, Time-bound.
52Nyan Lin Thein

53. Marketing Objective
 SMART qdkwm bmvJ/
S – Specific ( wdwdususjzpf&rnf )
rdrdbmjzpfcsifwm? bm&csifwmudkwdwdusus od&rnf/
M – Measureable ( wdkif;wm edkif&rnf )
rdrdvdkcsifonfUt&m? &csifwmrsm;udkudef;*Pef;t&aomfvnf;aumif;?wefzdk;wpfck
tjzpfvnf;aumif;wdkif;wmvdkU&&rnf/
A – Achievable ( &,ledkifpGrf; &Sd&rnf )
rdrd&nf&G,fxm;onfYyef;wdkifudk&&Sd&efrdrdpDrHrl?0efxrf;tiftm;?aiGaBu;ponfU
t&if;tjrpfrsm;jzifh&,ledkifpGrf;&Sd&rnf/
R – Realistic ( usdK;aBumif;qufEG,frl &Sd&rnf )
rdrdvkyfaeonfUt&mESifh rdrdjzpfcsifwmESifhusdK;aBumif;qufEG,f&rnf?wu,fjzpfedkifrjzpfedkif
udkvJod&rnf/
T – Time bound ( owfrSwfxm;aomtcsdeftwdtus&Sd&rnf)
rdrdb,faeUrSmbmvkyfr,f? b,ftcsdefrSm bmjzpf&r,f?b,fvdkjzpfatmifvkyfr,fqdkonfU
tcsdeftwkdif;twmtwdtus &Sd&rnf/ 53Nyan Lin Thein

54. Strategy
 Company wpfckvHk;Corporate Strategy rsm;udkukrÜPDtzGJY0if'g&dkfufwm?ydkfif&Sif?pD;yGm;a&;
tBuHay;rsm;rSa&;qGJBuonf/
 xdkCorporate strategy rsm;rSvision, mission, core value rsm;ESifhudkufnDaomBusiness
Strategy rsm;udkukrÜPD &mxl;jrifhrefae*smrsm;?xdyfwef;t&m&SdBuD;rsm;rSudkufnDaompD;yGm;a&;
r[mAsL[mrsm;udka&;qGJay;&onf/
 xdkoufqkdif&m rScsrSwfay;xm;aomBusiness Strategy rsm;udkoufqdkif&me,fy,frSOD;aqmifol
rsm;rSOperation Strategy rsm;udkvufawGUvkyfaqmifedkif&efcsrSwfay;&onf/
CEO, Director, Owner
Marketing Manager, Chief
Marketing officer
Executive, Supervisor,
Staff
54Nyan Lin Thein

55. Type of Strategy
1. Integration Strategies
2. Intensive Strategies
3. Diversification Strategies
4. Defensive Strategies
55Nyan Lin Thein

56. Type of Strategy
1. Integration Strategies
Integration Strategies qdkwmDistributors (jzefUcsDol), Suppliers (ypönf;ay;oGif;ol)
Competitors (jydKifbufrsm;)rsm;udkavhvmjyD;csrSwf&aomr[mAsL[mrsm;jzpfonf/
a. Forward Integration Strategy
b. Backward Integration Strategy
c. Horizontal Integration Strategy oHk;rsdK;&Sdonf/
56Nyan Lin Thein

57. Type of Strategy
1. Integration Strategies
a. Forward Integration Strategy
Forward Integration Strategy wGifjzefUcsDol? vufvDa&mif;csolrsm;twGufydkrdkjoZm
oufa&mufapaom AsL[m jzpfonf/
bmawG avUvm&rvJ/
- jzefUcsDolaps;ESKef;BuD;jrifhrl
- aps;ESKef;tqrwef wifxm;rl
- ,HkBunftm;udk;xm;&rlr&Sdjcif;
- wnfjidrfaomxkwfvkyfrl r&Sdjcif;
oifudk,fwdkifuEGm;arG;jrLa&;vkyfonf/eGm;edkUudk'dkifu0,f,lonf/
odkUaomfaps;ESKef;tqrwefeSdrfUjyD;0,f,lonf/,HkBunf
tm;udk;xm;vdkUr&bl;/
xdkUaBumifhoifudk,fwdkifEGm;edkUvkyfa&mif;vkdufonf/jzefUcsDol
vkyfvdkufonf/xdkt&mudkForward Integration Strategy ac:onf/
57Nyan Lin Thein

58. Type of Strategy
1. Integration Strategies
b. Backward Integration Strategy
Backward Integration Strategy wGif ypönf;ay;oGif;olrsm;twGufydkrdkjoZm
oufa&mufapaom AsL[m jzpfonf/
bmawG avUvm&rvJ/
- ay;oGif;aomypönf;aps;ESKef;BuD;jrifhrl
- aps;ESKef;tqrwef wifxm;rl?aps;ESKef;wnfjidrfrlr&Sdjcif;
- pHcsdefpHnTef;ta&twGufrjynfUrSDjcif;
- ay;oGif;olbufrStjrwf&mcdkifESKef;jrifhrm;vGef;jcif;
oifudk,fwdkifuEGm;edkUa&mif;onff/ypönf;ay;oGif;olbufrSrSefuefrl
r&Sdjcif;?t&nftaoG;rrSefuefjcif;/aps;ESKef;tqrwefBuD;jrifhjcif;rsm;
jzpfonf/
xdkUaBumifhoifudk,fwdkifEGm;arG;jrLa&;vkyfudkifvkdufonf/ xdkt&mudk
Backward Integration Strategy ac:onf/
58Nyan Lin Thein

59. Type of Strategy
1. Integration Strategies
c. Horizontal Integration Strategy
Horizontal Integration Strategy wGifjydKifbufrsm;tay:xdef;odrf;csKyfudkifedkifaom
AsL[mjzpfonf/
bmawG avUvm&rvJ/
- rl0g'rsm;tay: rqefUusifbJjydKifbufrsm;tay: tedkif&,ledkifrl
- BuD;rm;vmaomvkyfief;pkwGif,SOfjydKifedkifrl
- jydKifbufrsm;tay: tompD;&&Sdrl
Coca Cola rSjrefrmjynfudk0ifa&mufonfUtcgwGif Max
Myanmar jzifhaygif;jyD;aps;uGufudk&,ljcif;/
Facebook rSBuD;xGm;vmaomInstagram udk1bDvD,Hjzifh
0,f,ljcif;onfvJHorizontal integration strategy wpfckbJ
jzpfygonf/
59Nyan Lin Thein

60. Type of Strategy
Porter’s Generic Strategy
Michael Porter Generic strategy onfpD;yGm;a&;vkyfief;rsm;r[mAsL[mrsm;
csrSwf&mwGifemrnfBuD;aom? toHk;0ifaomr[mAsL[mwpfckjzpfygonf/
tcsuf(3) csufyg0ifygonf/
1. Cost Leadership
2. Differentiation
3. Focus
1. Cost Leadership
pD;yGm;a&;vkyfief;wpfckvkyf&mwGifrdrdb,fvrf;aBumif;uaeoGm;rvJqdkwm
t&rf;ta&;BuD;ygonf/pD;yGm;a&;vkyfief;rsm;wGift"du usqHk;&mjcif;onfme too qdkonf
olrsm;qdkifrSm'g&&if?igqdkifrSmvJ'g&&r,fqdkonfUtwdkif;olwyg;aemufuaeU
vdkufjcif;rsm;aBumifhjzpfonf/
Cost Leadership qdkonfrSm pD;yGm;a&;vkyfief;vkyfudkif&mwGifaps;ESKef;oufoufomom
jzifhoGm;aomvkyfief;trsdK;tpm;jzpfonf/
60Nyan Lin Thein

61. Type of Strategy
Porter’s Generic Strategy
1. Cost Leadership
pD;yGm;a&; vkyfief;wpfck vkyf&mwGif rdrd b,fvrf;aBumif;uae oGm;rvJ qdkwm
t&rf;ta&;BuD;ygonf/ pD;yGm;a&; vkyfief;rsm;wGif t"du usqHk;&mjcif;onf me too qdkonf
olrsm;qdkifrSm 'g&&if ? igqdkifrSmvJ 'g&&r,f qdkonfUtwdkif; olwyg; aemufuaeU
vdkufjcif;rsm;aBumifhjzpfonf/
Cost Leadership qdkonfrSm pD;yGm;a&; vkyfief; vkyfudkif&mwGif aps;ESKef; oufoufomom
jzifhoGm;aom vkyfief;trsdK;tpm;jzpfonf/
w&kyfqdkifu,f rsm;onf aps;uGuftwGif; aps;ESKef;
oufoufomomjzifh0ifa&mufvmonf/
ypönf; t&nftaoG;xuf aps;ESKef; oufomrludkom BunfUaom
aps;uGufudkOD;wnfonf/
61Nyan Lin Thein

62. Type of Strategy
Porter’s Generic Strategy
2. Differentiation
tcsdKUaom pD;yGm;a&; rsm;wGif trsm;ESifh rwlnDbJ cGJxGufjyD; rwljcm;em;atmif vkyfaqmifjyD;
pD;yGm;a&;wpfcktjzpfzefwD;jcif;udkdifferentiation strategy [kac:onf/
,aeUacwfpD;yGm;a&;rsm;wGifdifferentiation strategy udktrsm;qHk; toHk;jyKvmBuonf/
edkUqD a&mif;wmyJ? 'gayrJU rwljcm;em;aom 'DZdkif;jzifh a&mif;csjcif;jzifh
aps;uGufudkxdk;azmufjcif;/
62Nyan Lin Thein

63. Type of Strategy
Porter’s Generic Strategy
3. Focus or Niche
Industry wpfcktwGif;rS target consumer wpfckwnf;udkom &nf&G,fjyD; oGm;aom AsL[m
jzpfonf/ Focus strategy onf Size ao;onf? t&if;tESD; enf;jyD; tjrwfa0pk &&SdonfU
trsdK;tpm;jzpfonf/
qdkifu,f jyifonfYqdkif? odkUaomf [Gef'g qdkifu,f wpfrsdK;wnf;ukdom
jyifonfUqdkif/
wpfrsdK;wnf;udkom wpdkufrufruf vkyfudkifonfUtcg vlawGU
,HkBunfrl jrifhrm;jcif;udk &&SdjyD;? ykdaumif;atmif vkyfedkifrnf[k
,HkBunfBuonf/
63Nyan Lin Thein

64. Type of Strategy
2. Intensive Strategies (Ansoff’s Matrix)
tav;ay;? tav;xm;jyD;wGef;wGef;wdkufwdkufvkyfaqmif&aomr[mAsL[m trsdK;tpm;jzpfonf/
t"dutm;jzifhukrÜPDBuD;rsm;wGifawGUBuHK&wufjyD;?ESmwpfzsm;omatmifvkyfaqmif&aom AsL[m
trsdK;tpm;jzpfonf/ pD;yGm;a&;vkyfief;wpfckonfBuD;xGm;zdkUvdktyfygonf?xdkodkU BuD;xGm;vmaom
aps;uGuftwGuftydkif;ESpfydkif;udkt"duBunfU&ygonf/
1/ aps;uGuf
2/ ukefypönf;
aps;uGufudkxdk;azmufjcif;
aps;uGufudkzGHUjzdK;wdk;wufatmifvkyfaqmifjcif;
xkwfukefypönf;udkwdk;wufzGHUjzdK;atmifvkyfaqmifjcif;
64Nyan Lin Thein

65. Type of Strategy
2. Intensive Strategies (Ansoff’s Model)
Market Penetration (aps;uGufxdk;azmufjcif;)
 vuf&Sdaps;uGuf?vuf&Sdukefypönf;wpfckudk pm;oHk;olvufcHvmatmif?wdk;wufrl &Sdatmif
vkyfaqmifjcif;udkMarket Penetration [kac:onf/ atmufyg enf;vrf;rsm;udk
toHk;jyKBuonf/
 vuf&Sdproduct udkvufcHvmatmif vkyfaqmifjcif;/
 vuf&dSaps;uGufshare wdk;wufvmatmif vkyfaqmifjcif;/
 vuf&Sdazmufonfrsm;udkydkrdk cdkifjrJatmifESifh0,f,lrlESKef;wdk;vmatmifvkyfaqmifjcif;/
 jydKifbufrsm;udk,SOfjydKifjcif;/
 aps;uGufBuD;xGm;vmatmifvkyfaqmifjcif;?ta&mif;wdk;jrSifhjcif;/
 trsm;odatmifaBujimtm;rsm;jrSifhwifjcif;/
 azmufonfrsm;ESifhqufqHa&; ydkrdkaumif;rGefvmatmifvkyfaqmifjcif;/
65Nyan Lin Thein

66. Type of Strategy
2. Intensive Strategies (Ansoff’s Model)
Market Development (aps;uGufzGHUjzdK;wdk;wufvmatmifvkyfaqmifjcif;)
 vuf&Sdukefypönf;rsm;udkaps;uGuftopfwGifa&mif;tm;wdk;wufap&efESifh?tjrwfa0pkrsm;
&&Sdedkifatmifvkyfaqmifjcif;udkmarket development [kac:onf/ atmufyg
enf;vrf;udktoHk;jyKBuonf/
 e,fajropfrsm;&SmazGjyD;?csJYxGifjcif;/
 topfopfaom jzefUcsDa&;vrf;aBumif;rsm;zefwD;jcif;/
 rwlnDaom aps;ESKef;?ypönf;yHkpHjzifhe,fajrtopfrsm;udk&SmazG?zefwD;jcif;/
 jynfwGif;aps;uGuftjyif?jynfyaps;uGufrsm;xdcsJYxGifjcif;/
66Nyan Lin Thein

67. Type of Strategy
2. Intensive Strategies (Ansoff’s Model)
Product Development (ukefypönf;topfrsm;udkwdk;wufzGHUjzdK;atmifvkyfaqmifjcif;)
 vuf&Sdaps;uGufwGifukefypönf;topfrsm;udkcsJUxGifjcif;?rllvukefypönf;ESifh
wGJzufjyD;aomfvnf;aumif;?oD;jcm;&yfwnfíaomfvnf;aumif;?jydKifbufrsm;
r0ifa&mufedkifatmifvnf;aumif;? pm;oHk;olvkdtyfcsufudkjznfUpD;&efaomfvnf;aumif;
vkyfaqmifjcif;udkproduct development [kac:onf/ atmufygenf;vrf;udk
toHk;jyKBuonf/
 ppfrSefaom?aps;uGufvdktyfcsifESifh udkufnDaomukefypönf;rsm;udkxkwfvkyfay;jcif;/
 pm;oHk;olvdktyfcsufudk jznfUpD;ay;jcif;/
 rwlnDaom 'DZdkif;?aps;ESKef;?yHkpHjzifhaps;uGufudkcsJUxGifjcif;/
 jydKifbufrsm;ukefypönf;rsm;udk,SOfjydKifapjcif;/
67Nyan Lin Thein

68. Type of Strategy
3. Diversification Strategies (Ansoff’s Model)
Diversification Strategy (aps;uGuftopfwGufukefypönf;topfjzifhvkyfaqmifjcif;)
 aps;uGuftopfwGifukefypönf; topfrsm;udkrwlnDaom yHkpHjzifhvkyfaqmifjcif;?
zefwD;jcif;udkdiversification [kac:onf/atmufygenf;vrf;udktoHk;jyKBuonf/
 jzpfedkifajc&Sdaomaps;uGufwpfckzefwD;jyD;vdkufavsmnDaxGaom xkwfukefrsm;udk
zefwD;jcif;/
 aps;uGuftaBumif;em;vnfjyD;? vkyfief;rsm;udkjzefUusufxm;edkfifjcif;/
 pGefUOD;wDxGifvkyfief;rsm;vkyfudkifjcif;/
 atmifjrifrl&&Sd&efESifhqHk;&SHK;rlr&Sdap&efaocsmpGm pDrHjyD;taumiftxnf
azmfaqmifjcif;/
68Nyan Lin Thein

69. Type of Strategy
4. Defensive Strategies
Defensive Strategies (ckcH?umuG,fa&;r[mAsL[m)
 Retrenchment
 Divestiture
 Liquidation
69Nyan Lin Thein

70. Type of Strategy
4. Defensive Strategies
 Retrenchment
 Cost & Asset awGudkjyefjyD;pepfwuszGJYpnf;jcif;eSifhusqif;oGm;aomta&mif;ESifh
tjrwfaiGrsm; jyefvnf&,lcsifaomtcgtoHk;jyKaomAsL[m jzpfonf/
rnfYonf tajctaersm;wGiftoHk;jyKBuoenf;/
 ukrÜPD&nf&G,fcsuf?yef;wdkifrsm;rjynfUrDSonfYtcg
 jydKifbufrsm;udk,SOfjydKifedkifrltm;enf;onfYtcg
 tjrwfaiGenf;yg;jyD;?0efxrf;rsm;pdwf"gwfusqif;onfUtcg
 0efxrf;rsm;pGrf;aqmif&nfrsm;usqif;onfUtcg
 refae*smrsm;r[mAsL[mrsm;ratmifjrifonfUtcg
rnfodkU vkyfaqmif&oenf;/
 rvdktyfaom (tydk)ukefusp&dwfrsm;tm;jzwfawmufjcif;
 0efxrf;OD;a&avsmhcsjcif;
 vpm?&mxl;?cHpm;cGifh?toHk;p&dwfrsm; avsmhcsjcif;
70Nyan Lin Thein

71. Type of Strategy
4. Defensive Strategies
 Divestiture
 Company taejzifhodyfBuD;oGm;onfUtcg?Xmewpfckjcif;pDu vkyfief;wpfckcsif;pDonf
tiftm;vdktyfcsuf&SdonfUtcgxdk AsL[mudktoHk;jyK&ygonf/
rnfYonf tajctaersm;wGiftoHk;jyKBuoenf;/
 ukrÜPDtydkukefusp&dwfrsm;avsmhcsayrJYrwdk;wufonfUtcg
 Xme wpfckcsif;pDvdktyfcsufudk ray;edkifonfYtcg
 Xme wpfckcsif;pDpGrf;aqmif&nfrsm;rwdk;wufvmonfUtcg
 aiG?puf? vl ponfU t&if;tjrpfrsm;rvHkavmufonfUtcg
rnfodkU vkyfaqmif&oenf;/
 tjcm;ukrÜPDwpfckudk Xmetpdwftykdif;rsm;tm;vkyfaqmifay;&efcdkif;apjcif;
 tjcm;ukrÜPDrsm;ESifhtusdK;wlyl;aygif;jcif;
 tjcm;ukrÜPDtm;vdktyfcsuf&Sdaom Xme?tpdwftykdif;udka&mif;csjcif; 71Nyan Lin Thein

72. Type of Strategy
4. Defensive Strategies
 Liquidation
 Company aemufqHk;tqifhjzpfonf/vkyfief;wpfckvHk;udkrnfodkUrStzwfq,fvdkU
r&onfUtajctaersdK;wGifvkyfonfU AsL[mjzpfonf/
rnfYonf tajctaersm;wGiftoHk;jyKBuoenf;/
 trsdK;rsdK;jyKjyifajymif;vJaomfvnf;rwdk;wufvmonfUtcg
 cHppfjzifhupm;aomfvnf;aemufqHk;'gPfrcHedkifonfUtcg
 aemufqHk;a'0gvDcH&awmhrnfUtajctaeESifhBuHK&onfUtcg
 tjrwfaiGvHk;0r&&SdawmhonfUtcg
rnfodkU vkyfaqmif&oenf;/
 tjcm;ukrÜPDrsm;ESifhJoint Venture vkyfaqmifjcif;?zdwfac:jcif;
 acgif;aqmifydkif;ajymif;vJjcif;
 trsdK;tpm;rwlaomvkyfief;rsm;jzifhyl;aygif;jcif; 72Nyan Lin Thein

73. Comprehensive Strategy – Formulation Framework
BCG Matrix
BCG matrix qdkonfrSm Boston Consulting Group rSjyKvkyfxm;onfProduct Portfolio
management trsdK;tpm;jzpfygonf/
b,fvdk tajctaersdK;rSmvdktyfovJ/
 oifhpD;yGm;a&;BuD;xGm;vmonfYtcg?Product rsm;jym;vmonfYtcg
 rnfonfYProduct udktm&Hkpdkuf?a&G;cs,f&efvdktyfonfYtcg
BCG matrix udk tydkif; (2)ydkif; jzifhwdkif;wmedkifonf/
Market Growth rate qdkonfrSm industry wpfckvHk;growth rate udkqdkvdkonf/
Relative Market Share qdkonfrSm jydKifbufmarket leader ESifhESdKif;,SOfjyD;wdkif;wmaommarket
share udkwdkif;wmonf/
yg0ifaomtrsdK;tpm;rsm;-
1. Cash Cow
2. Star
3. Question Mark
4. Dog
73Nyan Lin Thein

74. Comprehensive Strategy – Formulation Framework
BCG Matrix Cash Cow
- Market Share (rsm;)?Market Growth (enf;)
- a&mif;tm;aumif;?yHkrSef twdkif;pD;qif;
- aBujimtm;?Marketing budget rvdkawmh
- Product cost enf;?Profit rsm;
- ukrÜPDt"du aiG&Smay;aomypönf;/
Cash Cow tBuHjyKcsuf
- Cash cow rS&&Sdaomtjrwfrsm;udkinvest vkyf
- Strategy >> Harvest strategy
- Company wGiftenf;qHk;Cash cow (2) ck
&Sdoifh
74Nyan Lin Thein

75. Comprehensive Strategy – Formulation Framework
BCG Matrix Star
- Market Share (rsm;)?Market Growth (rsm;)
- a&mif;tm;aumif;?ukefusp&dwfrsm;
- aps;uGuftwGif;atmifjrif?jydKifbuf rsm;
- Marketing cost rsm;?Profit rSsacs
- ukrÜPDtwGuf tvm;tvmaumif;
Star tBuHjyKcsuf
- aps;uGuf&S,f,mxdef;odrf;xm;&efvdktyf
- Strategy >> Hold strategy
- Company wGiftenf;qHk;Star (1) wpfckxyfydk&ef
- Cash cow tqifhxd a&mufatmifBudK;pm;&ef
75Nyan Lin Thein

76. Comprehensive Strategy – Formulation Framework
BCG Matrix Question Mark
- Market Share (rsm;)?Market Growth (enf;)
- aps;uGufBuD;rm;? jydKifbufrsm;jzifh,SOfjydKif
tm;enf;
- Product quality, service, marketing wGif
tm;enf;csuf&Sm?jyKjyif&efvdktyf
- ukrÜPDtwGuf risk rsm;aomtaetxm;
Question Mark tBuHjyKcsuf
- aps;uGuf&S,f,mwdk;wufatmifvkyf&efvdktyf
- Strategy >> Build strategy
- Star tqifhxd a&mufatmifBudK;pm;&ef
76Nyan Lin Thein

77. Comprehensive Strategy – Formulation Framework
BCG Matrix Dog
- Market Share (enf;)?Market Growth (enf;)
- aps;uGuftvm;tvmr&Sd? a&mif;tm;enf;
- a&&Snfwdk;wuf&efr&Sd?Financial t&wGufajc
rdukduf
- ukrÜPDtwGuf &Sdoifh?r&SdoifhpOf;pm;&aom
taetxm;
Dog tBuHjyKcsuf
- aps;uGufwGiftvm;tvm &Sd? r&SdpOf;pm;yg
- Strategy >> Divest strategy
- Sell or liguidate
77Nyan Lin Thein

78. Comprehensive Strategy – Formulation Framework
BCG Matrix Example (Loi Hein Company’s Product)
Star Question Mark
Cash Cow Dog
78Nyan Lin Thein

79. Comprehensive Strategy – Formulation Framework
GE Matrix GE Matrix
Invest and Hold
 &if;ESD;jrKyfESHjyD;tusdL;&Sdaomvkyfief;rsm;udkxdef;odrf;jcif;
Invest to Grow
 tvm;tvmaumif;aomvkyfief;rsm;wGif&if;ESD
jrKyfESHcdkif;jcif;
Invest to Rebuild
 tusdL;&Sdaomvkyfief;rsm;udkjyefvnfwnfaqmufcdkif;jcif;
Selectively Invest in Promising Areas of the Business
 tvm;tvmaumif;aomvkyfief;udk&if;ESD;jrKyfESHapjcif;
Harvest, Milk the Cow
 &ifhusufjyD;pD;yGm;a&;t&tjrwftpGef;aumif;rGefaom
vkyfief;udk&Sifoefapjcif;
Divest , Sell the Dog
 tusdK;tjrwfr&Sdaomvkyfief;rsm;udka&mif;csapjcif;
GE matrix udkavhvmjyD;b,fvkyfief;udkjzifhvkyfoifhw,f?b,fvkyfief;udkjzifhpGefUvTwfoifhovJqdkwmodedkifygonf/
79Nyan Lin Thein

80. New Strategy
Blue Ocean & Red Ocean Strategy
Blue Ocean Strategy pmtkyfav;xGufay:jyD;aemufydkif;wGifBlue Ocean and Red
Ocean strategy qdkwm acwfpm;vmygonf/
Blue Ocean qdkonfrSmtusdK;tjrwfESifhatmifjrifrl&Sd&m pm;usuf(odkU) jydKifbufrsm;
owdrxm;rdaom pm;usuf jzpfjyD;/
Red Ocean qdkonfrSm jydKifbufrsm;jzifhtedkif,l?&dkufowfjzwf&aompm;usuf? aoG;oH
&JJ&Jjzpfaeaompm;usufjzpfonf/
Blue Ocean udktvG,fajym&&ifawmhaps;uGuftqifoifhr&Sdbl;?0,fvdktm;r&Sdbl;?
jydKifbufowdrxm;rdaom ae&mudkqdkvdkonf/
Uber (Taxi service) – Blue Ocean strategy 80Nyan Lin Thein

81. Sales Strategy
# Sales strategy တြင္ နာမည္ႀကီးသည္ strategy တစ္ခု ရွိပါသည္။
Pull Strategy
Push Strategy
Producer
Distribution
Channels
Customer
promotion efforts
demanddemand
Producer
Distribution
Channels
Customer
promotion efforts
demand
Pull Strategy Push Strategy
Pull Strategy ဆွိုသည္ ေနာက္ဆဆုီး စာီးသဆုီးသကွို အေရာင္ီးမင္ငတင္ခင္ီး
အစအစဥ္မ္ာီး င္င စာီးသဆုီးသ ၀ယ္လာေအာင္ လုပ္ေဆာင္ပီးီး၊ စာီးသဆုီးသ
၀ယ္ယမွႈမ န္ငခ္ေရီး ဆွိုင္မ္ာီး၏ ၀ယ္လွိုအာီးကွို တွိုီးမင္ငေစသည္။
Push Strategy ဆွိုသည္ ထုတ္လုပ္သမ အေရာင္ီးဆွိုင္မ္ာီးကွို
အေရာင္ီးမင္ငတင္ေသာ အစအစဥ္မ္ာီး င္င ၀ယ္လွိုအာီးကွို
တွိုီးမင္ငခင္ီးေစေသာ strategy တစ္ခု စ္သည္။
81Nyan Lin Thein

82. Strategy
r[m AsL[mrsm;udkrnfuJUokdU toHk;jyK&rnfenf;/
jrefrmordkif;aBumif;jzifhtqHk;oufcsifygw,f...
776 ckESpfbk&ifrif;acgifpHjref;aomtif;0okdU w&kwfrsm;0ef;&HwdkufcdkufBuonf/ xdktcg
pD;csif;xdk;jcif;jzifhvdk&mudkay;zdkUqHk;jzwfcsufcsonf/
ordefA&rf; ESifhw&kwfo&J*grPdodkUpD;qif;xdk;Buonf/
ordefA&rf;onftiftm;jcif;rrSsaom*grPdudkpD;qif;xdk;&efrjzpfedkifacs?xkdaBumifh
&efoltajctaeudkodatmif"g;a&;?vSHa&;jyjcif;jzifh&efoltm;enf;csufudk&Smonf/
xkdaemuf&efol*grPdtm;enf;csufjzpfonfUcsyf0wfBudK;ysufae&mudk&SmawGjyD;vSHjzifh
xdk;um tedkif,lcJhavonf/
r[m AsL[m qdkonfrSmrdrdvkyfief;?tusdL;pD;yGm;jzpfxGef;atmifjrif&eftwGuf
vkyfaqmifaom enf;vrf;pOftjzpfvnf;aumif;?jydKifbufrsm;jzifh,SOfjydKif&mwGifvJ
eSmwpfzg;tompD; &&Sd&efjzpfvnf;aumif;toHk;jyK&aom enf;vrf;rsm;jzpfonf/
82Nyan Lin Thein

83. References
• pdefac:rkSrsm;Esifhr[mAsL[mpDrHcefUcGJrl-aeZifvwf
• 10 days MBA
• Kotler on Marketing
• Marketing (IQN)
• Strategy Marketing (IQN)
• Dr. Phyo Paing – Key Notes
• Online sources
83Nyan Lin Thein

84. Nyan Lin Thein
BA(Myan),DBM,DM,DLP,DDM,DLM
atmifjrifBuD;yGm;Buygap ...
aus;Zl;wifygonf/
84Nyan Lin Thein