企業(yè)戰(zhàn)略作戰(zhàn)的程序過程-文庫吧資料
2025-01-17 18:17本頁面
【正文】 ve maintain a AA bond rating. ?Strategic Objectives ?Up firm’ s market share from 18 to 22% ?Overtake rivals on quality or customer service ?Attain lower overall costs than rivals ?Bee leader in new product introduction ?Achieve technological superiority . 戰(zhàn)略計(jì)劃的內(nèi)容 ? A Strategic Plan maps out ? Where firm is headed ? Short and long range performance target ? Actions of management to achieve outes ? A strategic plan consists of ? A strategic vision business mission ? Strategic financial performance objectives ? Comprehensive strategy for achieving the objectives BSC的目標(biāo)體系 ? 綜合記分卡（ BALANCED SCORECARD）方法最近十分流行：這種方法建議設(shè)定四個(gè)方面的目標(biāo)： —— 財(cái)務(wù)方面 —— 顧客方面 —— 內(nèi)部過程方面 —— 學(xué)習(xí)與創(chuàng)新方面 綜合記分卡 財(cái)務(wù)視角：我們給投 資者帶來什么 目標(biāo) 評(píng)估標(biāo)準(zhǔn) 目標(biāo) 評(píng)估標(biāo)準(zhǔn) 目標(biāo) 評(píng)估標(biāo)準(zhǔn) 目標(biāo) 評(píng)估標(biāo)準(zhǔn) 客戶視角：顧客 如何評(píng)價(jià)我們 內(nèi)部過程視角：必須在 哪些環(huán)節(jié)做到優(yōu)秀 學(xué)習(xí)與創(chuàng)新視角：能否 持續(xù)改進(jìn)創(chuàng)造價(jià)值 五、戰(zhàn)略生成、策劃 ? 在戰(zhàn)略策劃中，要回答的問題包括： 如何滿足顧客的需求 如何實(shí)現(xiàn)成長 如何回應(yīng)環(huán)境變化的挑戰(zhàn) 如何進(jìn)行資源配置以把握機(jī)遇 如何設(shè)定公司內(nèi)的活動(dòng) 如何完成財(cái)務(wù)目標(biāo)和戰(zhàn)略目標(biāo) 戰(zhàn)略決策就是對(duì)一組決策變量（結(jié)構(gòu)性因素）作出選擇！ 戰(zhàn)略管理步驟之三 —— 戰(zhàn)略策劃 企業(yè)戰(zhàn)略所涉及的內(nèi)容 (決策變量 ) The Pattern of Actions That Define Strategy Actions to Improve Short Term Profits Diversification Responses to Changing Conditions Fresh Offensive to Gain Market Edge Product Line, Quality, or Service Geographic Coverage Forward or Backward Integration How Key Functions Are Managed Pursuing New Opportunities Defensive Moves 企業(yè)戰(zhàn)略所涉及的內(nèi)容 戰(zhàn)略的行動(dòng)模式 提高短期利潤的行動(dòng) 差異化 對(duì)環(huán)境的反應(yīng) 積極進(jìn)攻獲得市場(chǎng)優(yōu)勢(shì) 產(chǎn)品線 ,質(zhì)量 ,服務(wù) 地理范圍 前向或后向一體化 重要職能的管理 追求新的機(jī)會(huì) 防守的力量 例：麥當(dāng)勞的戰(zhàn)略 ? Strategic financial objectives ? Continued growth ? Providing exceptional customer care ? Remaining an efficient quality producer ? Offering high value ? Effectively marketing McDonald’ s brand on a global scale 戰(zhàn)略案例 : McDONALD’ s ?戰(zhàn)略和財(cái)務(wù)目標(biāo) ?持續(xù)的成長 ?對(duì)客戶提供特別的關(guān)懷 ?保持有效率和高質(zhì)量的生產(chǎn) ?提供高的價(jià)值 ?有效的市場(chǎng)營銷，在全球范圍創(chuàng)辦 McDonald品牌 例：麥當(dāng)勞戰(zhàn)略具體內(nèi)容 ? Adding 700900 restaurants annually ? Using new menu items, low price specials, Extra Value Meals to promote frequent customer visits ? Being highly selective in granting franchises ? Choosing sites convenient to customers ? Focusing on limited product line consistent quality ? Careful attention to store efficiency ? Extensive advertising use of Mc prefix ? Hiring courteous personnel。 描述企業(yè)使命的例子 ? McDonald’ s ? Key Market: To offer the fast food customer ? Contribution: food prepared in the same highquality manner worldwide, tasty and reasonably priced. ? Distinction: delivered in a consistent, lowkey decor and friendly atmosphere. 例：戰(zhàn)略意圖 ?小松 ?打敗凱特皮勒（世界上最大的工程機(jī)械設(shè)備制造商） 描述企業(yè)使命的例子 ? WalMart ? Key Market: To offer all of the fine customers in our territories ? Contribution: all of their household needs ? Distinction: in a manner in which they continue to think of us fondly. SETTING OBJECTIVES ?Purpose of setting objectives is to ?Convert mission into perfo
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