![]() CATEGORIES: BiologyChemistryConstructionCultureEcologyEconomyElectronicsFinanceGeographyHistoryInformaticsLawMathematicsMechanicsMedicineOtherPedagogyPhilosophyPhysicsPolicyPsychologySociologySportTourism |
Planning, Strategy, and Competitive Advantage‘There is nothing more wasteful than becoming highly efficient at doing the wrong thing.’ Peter Drucker
Planning- Identifying and selecting appropriate goals and courses of action for an organization. Planning is necessary to give the organization a sense of direction and purpose. Can be used to coordinate and control the managers. Strategy- decisions about what goals to pursue, what actions to take, and how to use resources to achieve goals
Mission Statement- declaration of an organization’s purpose that identifies the organization’s products and customers and distinguishes the organization from its competitors (usually very generally written, but with a clear purpose)
Steps of planning:
Strategy is the most general. Goal has to be evaluated – whether we are achieving it or not. It HAS to be concrete, measurable.
Purpose of plans goals: -Plans and goals are neccesary for company to function OR -Developing them is more important than plans and goals themselves -they guide the organization -you can’t plan without goals- good plan needs good goals -is motivating -good point of refference
Strategic goals- goals set by and for the top management.
TOP-DOWN – top management dictates what to do – strategy provides BOTTOM-UP- strategy is being updated INTERACTIVE- everyone is equal, common effort (THE BEST)
Strategic planing is a self-containing process (you also plan a strategy for planning a strategy)
STRATEGIC MANAGEMENT (!) – management adopting strategic decisions (long term, agressive resource usage)
EFFECTIVE strategies are strongly bound to nature of the environment and mean to improve the average: net profit, market share or management philosophy (planning efficiency)
COMPETITIVE ADVANTAGE Distinctive competence- something you’re the best at You CAN’T be the best in all aspects
Scope- range of competitive markets – sometimes it’s very difficult to find the real competition – products: how many? –geography- which markets to be present on? Resource deployment- distribution of resources across the markets
IGOR ANSOFF- MARKET PENETRATION- Introducing existing product to an existing market MARKET DEVELOPMENT- introducing existing product to a new market PRODUCT DEVELOPMENT- intr. new product to an existing market INTEGRATION- intr. new product to a new market
Horizontal integration enables producing new products off same resources (bikes from BMW leftovers :D) or makes you less voulnerable to economic cycles (Chrystler- hamburgers) Resource deployment- KNOWLEDGE- accummulate, but can’t ‘activate’ it, ACCESS to resources
Corporate strategy- choosing of markets we wanna compete on, product design Business strategy- core product, target, ways of distribution Functional strategy- HR, production, distribution.
SWOT analysis – easier to plan the best strategy Strengths (e.g., superior marketing skills) Weaknesses (e.g., outdated production facilities)
Threats (increased competition) ^ CONCLUSIONS are the most tricky part, for what seems to be a threat might in fact be a great opportunity.
Date: 2015-02-16; view: 1261
|