Upload
midori
View
37
Download
0
Embed Size (px)
DESCRIPTION
Planning And Why It’s So Important. Critical Thinking. Critical thinking is the key planning skill and planning is the foundation upon which any business – large or small – is built. If you cannot think critically, you will not be effective in any aspect of business that involves planning. - PowerPoint PPT Presentation
Citation preview
Ch
apte
r
11
Ch
apte
r
88Planning
And Why It’s So ImportantPlanning
And Why It’s So Important
8-2© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Critical ThinkingCritical Thinking
Critical thinking is the key planning skill and planning is the foundation upon which any business – large or small – is built.
If you cannot think critically, you will not be effective in any aspect of business that involves planning.
8-3© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Critical Thinking and PlanningCritical Thinking and Planning
Critical thinkers are skeptical of obvious, easy assumptions. They are conscientious and thorough. They ask many questions and ”learn the territory.” And they look for “root” causes before attempting to solve a problem.
8-4© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Importance of Thorough Preparation and Knowing the Territory
Importance of Thorough Preparation and Knowing the Territory
Battle of Islandahlwana (1879)4,000 crack British troops armed with
ignorance, arrogance and rifles against 22,000 Zulu warriors armed with courage, spears and cowhide shields
Spare ammunition packed in tin-lined, steel- strapped cases requiring a special tool to open
Thousand-yard rifles against spears and shields. Who won?
8-5© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
OOPS!OOPS!
> Someone lost most of the tools
> British couldn’t get enough ammunition quickly enough
> They were outmaneuvered and slaughtered
8-6© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Avoiding OopsAvoiding Oops
Always over - prepareNever under - estimate
Know the territory
8-7© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
GeniusGenius
“The secret of genius is an infinite capacity for taking pains.”
Knute Rockne
8-8© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
OverviewOverview
“Planning keeps you on your feet when life pulls the rug out from under them.”
Olson
8-9© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
OverviewOverview
How planning can partially predict the future and provide flexibility to capture it
The steps of the planning processThe basics of SWOT analysisThe basics of PDCAHow a focus just on continually improving
operational efficiency and effectiveness can contribute to failure (Example: Dell)
8-10© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
OverviewOverview
The difference among corporate, business and functional-level strategies
How strategy implementation can determine your ability to achieve the organization’s mission and goals
The vital importance of Core Ideology, corporate culture and BHAGs in creating sustainable competitive advantage (the ultimate goal of all business strategy)
8-11© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
The Root Objective of PlanningThe Root Objective of Planning
All business planning begins with four questions:(1) What is my product or service?(2) Who will buy it?(3) What do they want in the product and the sales
and service processes?(4) How can we satisfy them in ways that will
separate us from competitors, capture customer loyalty, make money and build sustainable competitive advantage?
8-12© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
The Nature of the Planning ProcessThe Nature of the Planning Process
Planning Identifying and selecting appropriate goals
and detailed courses of actionStrategy
The cluster of decisions and actions managers make and take to help an organization reach its goals (the roadmap)
8-13© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
But First Comes Core IdeologyBut First Comes Core Ideology
Core Ideology1) Core Values (What do we hold most
dear?)2) Core Purpose (Why do we exist?) These two comprise corporate DNA
which, like a star on the horizon, is an unchanging guide that determines direction
8-14© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Thoughts About Core IdeologyThoughts About Core Ideology
Need not be obvious: Nike is the Greek goddess of victory. The campus of her corporate namesake says “we live to compete”
A clear and passionate statement of corporate ideology can be useful in recruiting the best and brightest. “The best (urgent heart) people are volunteers who can work anywhere.” Peter Drucker
8-15© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Core IdeologyCore Ideology
Aimed primarily in not out. Its primary purpose is to inspire employees, not to differentiate the company from competitors.
Successful companies (J&J, GE, Toyota) often follow a stakeholder, not a shareholder, philosophy and have among their core values making a useful contribution to society.
For them “maximizing shareholder wealth” is not a core value.
8-16© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
These Concepts Follow Core IdeologyThese Concepts Follow Core Ideology
Vision (Where are we going?)Strategy (How do we plan to get there?)Tactics (roles, resources and
responsibilities)
The above (which move from general to specific) can and should evolve with the changing outside environment
8-17© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Strategy According to Michael PorterStrategy According to Michael Porter
Harvard’s ever-eloquent Michael Porter says strategy is a unique vision and a set of complementary activities combined to create sustainable competitive advantage.
Unique vision differentiates the company; interlinked, complementary activities based on inherent corporate strengths are difficult for competitors to copy – avoiding the competitive convergence resulting from benchmarking.
WHAT DO THESE FANCY WORDS MEAN?
8-18© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Other Porter Thoughts On StrategyOther Porter Thoughts On Strategy
Without a unique controlling strategy, continuous improvement of operational effectiveness and efficiency produces competitive convergence, product commoditization, price erosion, and mutually assured destruction (unless one of the players is much better at it than the others)
Customers love it, but the companies eventually starve.
8-19© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
The Nature of the Planning ProcessThe Nature of the Planning Process
Mission StatementA broad declaration that captures, crystallizes and communicates corporate purpose in order to energize employees and distinguish the company from competitors
A VERBAL BANNER
8-20© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Most Mission Statements are BSMost Mission Statements are BS
Too long; all things to all people; read as though written by a committee of lawyers
Do not:
(1) direct and motivate employees
(2) differentiate from competitors
8-21© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Mission StatementsMission Statements
Cisco
Cisco solutions provide competitive advantage to our customers through more efficient and timely exchange of information, which in turn leads to cost savings, process efficiencies, and closer relationships with customers, prospects, business partners, suppliers and employees.
8-22© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Mission StatementMission Statement
Wal-Mart
We work for you. We think of ourselves as buyers for our customers, and we apply our considerable strengths to get the best value for you. We’ve built Wal-Mart by acting on behalf of our customers, and that concept continues to propel us. We’re working hard to make our customers’ shopping easy.
8-23© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Mission StatementMission Statement
AT&T
We are dedicated to being the world’s best at bringing people together – giving them easy access to each other and to the information and services they want and need – anytime, anywhere.
8-24© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Simplified Mission StatementsSimplified Mission Statements
(1) Cisco: We build customers’ competitive edge by equipping them to share information more efficiently and effectively.
(2) Wal-Mart: We help people live every day better by offering top value at low prices.
(3) AT&T: The best at bringing people together.
IF YOU CAN’T SAY IT SIMPLY, DON’T BOTHER!
8-25© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Planning Process StagesPlanning Process StagesDetermine the organization’s mission and goals.Look in-look out; analyze your company and the
outside environment (SWOT), then formulate a strategy to achieve the mission and goals.
Implement the strategy by assigning Responsibility, allocating Resources and demanding Results (the three “R’s”).
Continuously improve – Plan Do Check Act (PDCA).Occasionally energize, stretch and grow the
organization’s capabilities with a BHAG.Don’t hesitate when an opportunity arises.
8-26© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Big Hairy Audacious Goal (BHAG)Big Hairy Audacious Goal (BHAG)
A BHAG is a long-term (10-30 year) goal that can be achieved only if an organization builds new, stronger capabilities. BHAGs force management to be visionary – rather than just strategic and tactical -- and force an organization to gulp for air and run faster.
8-27© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
BHAGBHAG
“I will build a motor car for the great multitude…It will be priced so low that any man making a good salary will be able to afford it…When I’m through, everybody will have one, the horse will have disappeared from our highways, the automobile will be taken for granted, and a large number of men will be employed at good wages.”
Henry Ford when he founded Ford Motor Company
8-28© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
BHAGBHAG
“I want twice the fuel economy of a comparable internal-combustion-engine car.”
Toyota Chairman Hiroshi Okuda as he unexpectedly doubled the fuel-efficiency goal from a 50% improvement in the middle of the Prius development program. You can bet this BHAG caused the engineers to take a big gulp of air.
8-29© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Levels of PlanningLevels of Planning
A WATERFALLCorporate-Level Plan
Top management’s decisions pertaining to the organization’s vision, values, mission, overall strategy, and structure. Provides a framework for all other planning.
Corporate-Level Strategy A plan that indicates in which industries and
markets and how an organization intends to compete.
8-30© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Levels of PlanningLevels of Planning
Business-Level Plan: Divisional managers’ decisions pertaining to
division’s long-term goals, overall strategy, and structure (Lexus, Toyota, Scion). Identifies how the business will meet corporate goals.
Business-Level Strategy A plan that indicates how a division intends to
compete against its rivals in an industry Shows how the business will compete in market.
8-31© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Levels of PlanningLevels of Planning
Functional-Level Plan Functional managers’ decisions pertaining
to the goals they propose to pursue to help the division attain its business-level goals.
Functional Strategy A plan that indicates how a department
intends to achieve its goals.
8-32© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
LINKAGELINKAGE
Corporate, business and functional planning all has to be tightly linked to produce unity of focus and purpose throughout the organization (Fayol).
Everyone pulling on the same rope in the same direction.
8-33© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Time Horizons of PlansTime Horizons of Plans
Time Horizon Corporate and business-level goals
and strategies require long- and intermediate-term plans.
Functional plans focus on short-to intermediate-term plans
Most organizations have a rolling cycle to amend plans frequently. Flexibility is key!
8-34© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Why Planning Is ImportantThe Planning Loop
Why Planning Is ImportantThe Planning Loop
Planning ascertains where the organization is now and envisions where it will be in the future – Where do we want to go, when will we get there, what will we look like then? Ownership: all managers are involved in setting
future goals. Unity of Purpose: a single road map so that
everyone understands the organization’s goals and their role in achieving them.
8-35© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Why Plan?Why Plan?
“Chance favors only the prepared mind.”
Louis Pasteur
8-36© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Scenario PlanningScenario Planning
Bracketing or the “What-if” game Multiple forecasts of potential future
situations followed by analysis of how to effectively respond to each.
Trying to predict the unknowable with multiple possible “futures”.
Best-case, likely-case, worst-case.
8-37© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Key Toyota Planning and Operational Procedures
Key Toyota Planning and Operational Procedures
1. Infect everyone with the corporate DNA (vision and values).
2. Determine, define, refine Mission, Goals and Strategy (MGS) based on SWOT analysis fully grounded in the marketplace (genchi-genbutsu).
3. Communicate MGS to organization (top-down)4. Require organization to respond with comments
on MGS and suggested tactics, timetables and resource estimates in order to harvest best ideas and build ownership (bottom-up).
8-38© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Toyota Procedures…Toyota Procedures…
5. Bracket (best, likely, worst-case scenarios) to provide on-the-shelf capability for dealing with rapid change; worst-case scenario should be the perfect storm; never over-extend by implementing the best-case scenario.
6. Finalize and implement by assigning Responsibility, allocating Resources, and demanding Results (the three Rs).
7. Establish KPIs (Key Performance Indicators) to monitor and measure performance.
8-39© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Toyota Procedures…Toyota Procedures…
8. Recognize and reward good results (you get what you reward).
9. Compare results with targets, improve the process and re-implement (use PDCA to achieve continuous improvement); learn from mistakes.
10. Use zero-based budgeting to harvest cost savings to re-invest in plant, product and process.
11. Occasionally use a BHAG to stretch the organization and build new competitive capabilities.
8-40© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Formulating Corporate-Level Strategies
Formulating Corporate-Level Strategies
Concentration in a Single Business Can become a strong competitor, but can be risky.
Diversification Related diversification into similar market areas to
build upon existing competencies. Synergy: two divisions working together perform better
than the sum of their individual performances. Unrelated diversification is entry into industries
unrelated to current business. Attempts to build a portfolio of unrelated firms to reduce
risk of single industry (GE); difficult to manage.
8-41© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
International ExpansionInternational Expansion
Basic Question: How much do we customize products and
marketing for different national conditions? Customization eats up product-development funds, decreases economy of scale and drives up costs.
Global strategy Selling the same standard product and using the
same basic marketing approach in all countries. Lowers production cost. But ignores national differences local competitors can use
to take your customers.
8-42© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
International ExpansionInternational Expansion
Multi-domestic Strategy Customize products and marketing
strategies to specific national conditions.Helps gain local market share.Raises production costs.Toyota does this to a
degree.
8-43© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
How To GrowHow To Grow
Q. How do you grow into a multi-national, then an international and finally a global company?
A. By balancing cost against control, risk and opportunity.
8-44© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
International ExpansionInternational Expansion
Exporting – making products at home and selling them abroad
Importing – selling products made abroad at home
8-45© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
International ExpansionInternational Expansion
Licensing – allowing a foreign organization to manufacture and distribute your product in its country in return for a negotiated fee – can put your technology at risk (China)
Franchising – selling a foreign organization the right to use your brand name and operating know-how in return for a lump-sum payment and a share of future profits – can put your reputation at risk
8-46© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
International ExpansionInternational Expansion
Strategic alliance – managers pool resources with those of a foreign company – GM/Toyota technology sharing
Joint venture – strategic alliance between companies that agree to jointly establish and share the ownership of a new business -- NUMMI
8-47© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
International ExpansionInternational Expansion
Wholly Owned Foreign Subsidiary – managers invest in establishing production operations in a foreign country independent of any local direct involvement
Example: Toyota’s North American operations
8-48© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Vertical IntegrationVertical Integration
A strategy that allows an organization to create value by producing its inputs or distributing its outputs: buy suppliers and/or distributors.
A fully integrated firm risks bearing the full costs of an industry-wide slowdown.
8-49© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Formulating Business-Level Strategies
Formulating Business-Level Strategies
Low-Cost Strategy (Cheaper – start here) Driving the organization’s total costs below
the total costs of rivals can allow you to sell for less and still be profitable
Differentiation (Better – finish here) Offering products different and better-
equipped than those of competitors can allow you to charge more.
8-50© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Formulating Business-Level Strategies
Formulating Business-Level Strategies
“Stuck in the Middle” Attempting to simultaneously pursue both a
low-cost strategy and a differentiation strategy.
Difficult to achieve low-cost with the added costs of differentiation.
But Toyota does, using savings to feed differentiation – Lexus, Scion, hybrids, etc.
8-51© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Sustainable Competitive AdvantageSustainable Competitive Advantage
The ultimate goal of all business planning: long-term high performance from an internal set of skills competitors find difficult to copy
Produced by climbing an endless range of mountains (BHAGs) chasing a star (CORE IDEOLOGY) you never reach.
Example:
“The endless pursuit of perfection” Lexus