企业战略发展规划资料.pptVIP

企业战略发展规划 战略方案的要素Elements of the Strategic Plan 企业基础 Business Foundation 商业概念：对公司所处业务领域的广义陈述 Business Concept：A broad statement of what business the firm is in. 战略使命：对组织在规划期末想要实现的目标的广义、可测陈述。 Strategic Mission: A broad,measurable statement of what the organization wants to become at the end of the planning period. 核心战略：组织在其选定市场上如何进行竞争的总体概念。 Core Strategy: The overall concept of how the organization will compete in its chosen market. 星巴克的企业概念Starbucks Business Concept 外带(快速、便捷);Take-out(fast, convenient); 咖啡馆(食品、软饮;座位与氛围); Cafe (food beverage; seating and atmosphere); 零售(全咖啡豆与免费赠送的商品，以建立品牌资产)。 Retail (whole bean and complimentary merchandise offerings to build brand equity) 星巴克的战略使命，1994年至1999年Starbucks Strategic Mission, 1994-1999 在2000年之前，将星巴克打造成为北美地区一流的咖啡零售商和咖啡品牌，为客户创造与众不同的日常咖啡体验，无论他们在哪里生活、工作或娱乐。 To establish Starbucks as the leading retailer and brand of coffee in North America by the year 2000, by creating distinctive daily coffee experiences for our customers wherever they live, work or play. 20亿 + 2000家门店 = 2000年 2 Billion + 2000 Stores = 2000 星巴克的核心战略Starbucks Core Strategy 重新定义咖啡馆性质，并“全面覆盖”美国。 Redefine the nature of the coffee cafe and “blanket” the U.S. 运用我们在零售业的优势地位，成为咖啡业的可口可乐。 Use our dominance in retail be become the Coca-Cola of coffee. 目的Objectives 在各关键结果领域想要实现的结果的总体定义，通常时间跨度为数年。说明的是广泛的结果，而非行动。每个关键结果领域必须具有至少一项源于使命陈述的明确目标。多数关键结果领域具有三到六个目标。 Overall definitions of what is to be achieved in each Key Result Area , typically over several years. Describes abroad outcome , not an action. Each KRA must have at least one stated objective that is derived from the mission statement. Most KRAs will have between three and six objectives. 目标Goals 现实、有时限并且可测量的细化性目标，具体职责分配给具体个人（通常是经理或部门主管）。界定一项结果的范围与时限。每项目的应具有一个到多个目标。 Realistic,time-dated and measurable sub-objectives,the responsibility for which is assigned to a specific individual (usually a manager or depart