私有行業(yè)戰(zhàn)略規(guī)劃(1)(編輯修改稿)
2025-02-05 16:08 本頁面
【文章內(nèi)容簡介】 $36 M$149 M$272 M1000100200$300 MP rofitDell withdrew from retail 20 Examples of clear, focused, private sector missions: Dell and Southwest Southwest Airlines Dell Computer “Meet customers’ shorthaul travel needs at fares petitive with the cost of taking a bus.” “Be direct.” 21 Southwest translated its mission into clear, measurable goals S ou t h w e s t In d u s t r ya v e r a g e$0. 07$0. 09 0 5$0. 10C o st pe r avail abl e s eat m i l eSuperior customer service Achieve low cost position 30% lower S ou t h w es t In d u s t r ya v er a g e$86$140050100$150A v er age pa s s en ger fareAffordable travel 40% lower S ou th w es t In d u s tr ya v er a g e01234C on su me r c omplai n t sper 10 0K pas se n ger s22 Southwest researched target customer segment needs and preferences OtherFre q uent fl yer poi ntsPr i ceSch ed u l eC u sto me r pu rchas e criteri a 020406080100%P ercent of re spon ses23 Southwest focused on key metrics for the target population vs. petitors Sou t hw es t Indu s tr yaver ag e48%28%020406080100%P e rc en t of c u st ome rs :E xce ll e n t valu e for th e mon ey Sou t hw es t Indu s tr yaver ag e75%70%020406080100%On t ime pe rform anc ePrice Schedule 24 Southwest aligned its cost structure to support its positioning vs. petitors Sou th w est Indu str y a v er age 162。 162。0246810162。C e nts pe r avai l ab l e se at mi l e ? One type aircraft ? Secondary airports ? Customer self service ? No frills, no meals service Cost Initiatives 25 Southwest ignored traditional airline measures that petitors focused on South w es t Indus try av er age30%58%0204060%Repeat purchase 26 Southwest aligned its anization to implement successfully Culture “Be low cost and deliver excellent service” ? Selective hiring (2% acceptance) ? Peer recruiting to ensure fits ? Flexible job descriptions Pilots and attendants “do it all” ? Rigorous customer service training ? Decision making pushed to front lines ? Employee loyalty focus to increase experience (50% less turnover) ? Emphasis on Importance of people Employee recognition Having fun 27 Key learnings from Dell and Southwest ? Define a clear mission and a clear core and stick to your core ? Translate your mission into measurable outes ? Build a value proposition based on a fact based diagnosis Customers Competitors Costs ? Align the anization to implement your stra
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