韬睿-企业愿景、使命、价值观与业务战略明晰指引.pptx
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韬睿-企业愿景、使命、价值观与业务战略明晰指引.pptx
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,企业愿景、使命、价值观与业务战略明晰指引,韬睿咨询战略阐明方法StrategyArticulationRoadMap,驱动因素Drivers,愿景Vision,使命Mission,价值观Values,战略Strategy战略目标StrategicObjectives关键绩效指标標KeyPerformanceIndicators,2,TowersPerrin,战略阐明过程(释例)某国际性汽车公司公司中国分公司,战略Strategy,专注于客户客满意度之提升,发展新销售网络,建立创新的售后服务标准,持续推展高品质产品,战略目标StrategicObjectives,高效的客户服务,新销售渠道销货量达总营业额的15,将平均维修期间较少至3天,顶尖质量的产品和服务,驱动因素Drivers,使命Mission,价值观Values,愿景Vision保持在中国汽车市场的领导地位,并展成为一发家具有国际水平的汽车公司,质量服务持续改进,成为优质可靠的卓越汽车制造商,关键绩效指标KeyPerformanceIndicators,新渠道数,维修时间,培训课程参与人数,客户满意度,新渠道销货量,新产品维修率,新产品瑕疵率,3,TowersPerrin,企业愿景、使命、价值观与业务战略明晰工作思路,我们现在要阐明的是.,驱动因素Drivers,5,TowersPerrin,愿景Vision,使命Mission,价值观Values,战略Strategy战略目标StrategicObjectives关键绩效指标KeyPerformanceIndicators,Whattheorganizationhopestobecome企业未来想要达成的模样、境界,企业愿景SharedVision,6,TowersPerrin,ExampleofVision-GeneralMotorCorporation,AtGM,wearestrivingtocreateandmaintainanenvironmentthatnaturallyenablesthepeopleofGeneralMotors,itsunions,suppliers,anddealerstofullycontributeandachievepersonalfulfillmentinthepursuitoftotalcustomerenthusiasm.,7,TowersPerrin,2010年成为全球第五大汽车品牌,ExampleofVision-HyundaiMotorGroup,8,TowersPerrin,FordGlobalVisionisofacorporateculturewhichprovidesasafe,inclusive,andsupportiveenvironmentwherediversityisvaluedandeveryoneisempoweredtobeauthenticaboutthemselvesintheworkplace,withoutfearoflossofopportunity,thusallowingthemfullrealizationoftheirpotentialandequalparticipationinallaspectsofcorporatelife.,ExampleofVision-FordMotorCompany,9,TowersPerrin,Performance:
FUNandSporty!
BrandImage:
IncreasemarketshareEnvironmentSafetyLongevityDependability,ExampleofVision-VolkswagenMotorCompany,10,TowersPerrin,ExampleofVision-ToyotaMotorCorporation,OurVision:
Contributingtoindustryandeconomythroughtechnologytransfer,humanresourcedevelopmentandvehiclesthatmeetglobalstandardsatcompetitiveprice.Contributingtowell-beingandstabilityofteammembers.Contributingtotheoverallgrowthforourbusinessassociatesandtheautomobileindustry.,11,TowersPerrin,o“SixHondasineverygarage.”,ExampleofVision-HondaMotors,12,TowersPerrin,TobetheNo.1byfarinthequalityofSalesandServices,achieveavolumesaleof25000unitsandserviceretentionof4bytheyear2010.,ExampleofVision-NissanCorporation,13,TowersPerrin,我们现在要阐明的是.,驱动因素Drivers,14,TowersPerrin,愿景Vision,使命Mission,价值观Values,战略Strategy战略目标StrategicObjectives关键绩效指标KeyPerformanceIndicators,Theorganizationsbusiness企业经营的事业定义及范围,使命Mission,15,TowersPerrin,描述“使命”时的考虑项目,客户-谁是公司的客户?
Whoareourcustomers?
产品及服务-公司主要提供的产品或服务是什么?
Whatareourkey,productsorservices?
市场-公司在那一个行业或目标市场中营运?
Towhomdowe,serve?
核心能力-什么是公司自豪的独特能力?
Whatareourcore,competencies?
提供的利益-公司对客户及股东提供的主要价值利益是什么?
What,benefitsdoweprovideourcustomersandstockholders?
16,TowersPerrin,ExampleofMission-ChryslerVehicle,Ourmissionistounderstandyourneedsandrespondtotheminamannerthatexceedsyourexpectations-everytime.Thisincludes:
Respondingtocustomerinquirieswithintwenty-fourhoursServicingcustomersinafair,equitable,andprofessionalwayResolvingcustomerconcernsinanagreeablemanner,17,TowersPerrin,ExampleofMission-ToyotaMotorCorporation,Ourmissionistodesign,manufactureandmarketautomobilesworldwide,whilemaintainingthehighqualitythatmeetsglobalToyotaqualitystandards,andoffersuperiorvalueandexcellentafter-salesservice.Wearededicatedtoprovidingthehighestpossiblelevelofvaluetocustomers,teammembers,communitiesandinvestors.,18,TowersPerrin,ExampleofMission-NissanCorporation,OurMissionistoensureatotalandrecurringenjoyableownershipexperiencetoeachofourcustomersbyfollowingbestpracticesineverythingwedo”.,19,TowersPerrin,ExampleofMission-BMWGroup,作为最成功的高档汽车和摩托车生产商立足于国际市场,20,TowersPerrin,我们现在要阐明的是.,驱动因素Drivers,21,TowersPerrin,愿景Vision,使命Mission,价值观Values,战略Strategy战略目标StrategicObjectives关键绩效指标KeyPerformanceIndicators,价值观Value,Thefundamentalbeliefsoftheorganization企业经营的基本理念,22,TowersPerrin,ExampleofValue-FordMotorCompany,uToprovideavenuefornetworking,socializing,andcommunicationamongFords(includingsubsidiariesandaffiliates)activeorretiredemployees,contractees,andalliesdiversityoftalent,skillandexperienceofourpeopleuToendeavortowardasafeworkenvironmentatFord,freefromallformsofharassmentuToadvocateforthebusinessvalueofdiversitywithintheworkforce,23,TowersPerrin,Tocreatenewvalue,exciteanddelightourcustomersthroughthebestautomotiveproductsandservicesWevalueintegrity,customerfocus,creativity,efficientandnimbleactionsandrespecthighlymotivatedpeopleandteamspirit.Wepositivelysupportenvironmentalmatters,safetyandsociety.,ExampleofValue-FordMotorCompany(Mazda),24,TowersPerrin,ElevationoftheJapanesecultureandnationalstatusBeingapioneer-notfollowingothers;doingtheimpossibleEncouragingindividualabilityandcreativity,ExampleofValue-ToyotaMotorCorporation,25,TowersPerrin,ExampleofValue-NissanCorporation,INTEGRITYWebelievethathonesty,transparency,strongmoralprinciplesandhighethicalstandardsareessentialineveryaspectofourbusiness.Wewillhavethecouragetoacceptresponsibilityforallouractions.COMMITMENTWearepassionateaboutimplementingourorganizationsstrategiestothebestofourabilitiesandwholehearteddedication.Wewilldeliverwhatisexpectedfromuswithclearfocusonprioritiesandtotalinvolvement.,26,TowersPerrin,ADDINGVALUEWebelieveinhavingawin-winrelationshipandaddingvaluetoourcustomers,businesspartners,stakeholders,employeesandcommunitythroughoureffectiveprocesses,inordertomakeapositivedifference.NEVERBEINGSATISFIEDWebelieveincontinuousimprovementineveryaspectofouroperations.Wechallengewhatweperformtodayandmakeitmoreefficientinlinewiththedynamicenvironment,inordertoachieveabetterworkquality&world-classstandard.,愿景:
东风汽车有限公司,27,TowersPerrin,东风汽车有限公司,东风在中国乃至世界汽车行业有高超的市场地位,在2010年以前成为真正具有国际竞争力的汽车集团。
愿景、使命和价值观:
东风乘用车(小组讨论),28,TowersPerrin,愿景(与东风有限愿景相对应):
乘用车公司的成功运作成为有限公司2010年具有国际竞争力集团的主要原因乘用车产品成为中国乘用车第一生产基地,使命:
制作高质量、耐用、有盈利的乘用车产品和服务。
建立中国乘用车第一生产基地价值观:
秉承东风集团和风神汽车的优良量传统,结合日产印证的制造理念,发展为东风乘用车独有的价值观:
严谨、高效、创新和团队精神。
(小组讨论:
5分钟,再提示例子,在继续讨论10分钟,最后每组宣读自己小组讨论的结果),我们完成的是.,DONE!
驱动因素Drivers,29,TowersPerrin,愿景Vision,使命Mission,价值观Values,战略Strategy战略目标StrategicObjectives关键绩效指标KeyPerformanceIndicators,我们现在要阐明的是.,愿景Vision,30,TowersPerrin,使命Mission,价值观Values,驱动因素Drivers战略Strategy战略目标StrategicObjectives关键绩效指标KeyPerformanceIndicators,战略特点StrategicDifferentiator,Afewapproaches,thatifachieved,willdistinguishacompanyfromitscompetitionandensuresuccess能够使公司在竞争环境中显现出竞争优势并确保成功,具有特色的资源运用决策,31,TowersPerrin,研拟战略特点时的考虑因素,营运环境OperationEnvironment,总体经济Economic/产业环境Industry产品趋势ProductTrend竞争强度Competition,核心能力Competency/Challenges,企业层战略目标CorporateObjectives财务性与非财务性Financial/Non-Financial事业部策略BUStrategies产品特色/价格/渠道特色/生产特性/规模与垂直整合程度.Product/Price/Channel.,32,TowersPerrin,Ticketingin-house-Agentsneedtobookseatsdirectlywiththeairline;asaresult,only55%ofseatsarebookedthroughagents,comparedto90%averagefortheindustry,therebyreducingcommissionspaidtoagentsNohub-and-spokesystem-Passengerstypicallyflynonstopfromorigintodestination.Uncongestedairports-Flighttimereducedanaverageof15%to25%byrelyingonsecondary,lesscongestedairports(e.g.,usingChicagosMidwayAirportinsteadofOHare)Nointerlinebaggage-StreamlineoperationsbynottransferringbaggagetootherairlinesServingonlydrinksandsnacks-StreamlineservicebyofferingonlydrinksandsnacksTurnaircraftin20minutesorless-Whiletheindustryaveragefromarrivingatthegatetopush-backis55minute,Southwestsaveragetoturntheaircraftis20minutesorless,ExampleofStrategy-HondaMotors,CustomerFocus:
StayclosetocustomersUnderstandtheirneedsExceedtheirexpectations,33,TowersPerrin,ExampleofStrategy-NissanCorporation,ServiceexcellenceWanttoberecognizedasindustryleaderinserviceexcellence.,Customerintimacy:
Wantstodeveloplifetimerelationshipwithcustomersthroughpostcardsandviae-mailandtheirweb-site.,34,TowersPerrin,ExampleofStrategy-ToyotaMotorCorporation,Automotivesafetyandenvironmentaremajorconcerns.Keepcustomerinformedthroughitsextensiveweb-site.Valuelong-termstrategy.,35,TowersPerrin,RelationshipBuildingversusLowFinanceTerms.Outsourceoperationsthatcanbedonemoreeconomically.ProduceanInnovative,DifferentProduct.,ExampleofStrategy-VolkswagenMotorCompany,36,TowersPerrin,我们完成的是.,DONE!
驱动因素Drivers,37,TowersPerrin,愿景Vision,使命Mission,价值观Values,战略Strategy战略目标StrategicObjectives关键绩效指标KeyPerformanceIndicators,我们现在要阐明的是.,驱动因素Drivers,38,TowersPerrin,愿景Vision,使命Mission,价值观Values,战略Strategy战略目标StrategicObjectives关键绩效指标KeyPerformanceIndicators,战略目标StrategicObjectives,Performanceresultsdesiredinthefuture与公司战略特点相连接,未来应达成量化或质化之绩效水准,39,TowersPerrin,确定战略目标,战略特点(Strategy),针对此一战略特点之战略目标(Objectives),40,TowersPerrin,设定战略目标释例,战略特点描述,战略特点含义,xx是一个能够迅速反应市场改变的弹性产销体系,AQR&flexiblesystemforproduction&marketing/sales,组织目标,强大的市场情报收集机制PowerfulInformationcollectionmechanism,弹性化的研发资源运用能力FlexibleallocationofRDresources,快速有效之产、销、研发协调能力Fast&effectivecoordination,每年成功上市三项新产品Atleast3NPsuccessfullaunchper-year,公元2000年时新产品销售额占总销售额的30NPsalesreach30%oftotalsalesatY2K,与至少10家外部相关研究机构成立至少10件应用性研发计划linkwithatleast10Labsfor10projects,41,TowersPerrin,ExampleofStrategicObjectives-NissanCorporation,toincreasebusinessfromexistingcustomerstoup-sellthemtohighervaluemodelswhereappropriatetounderstandthetargetaudienceandacquiretherightnewcustomersinordertoincreasesalesvolumesandmarketshare,42,Tow
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