战略规划模板STRATEGICPLANTEMPLAT2E

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1、 STRATEGIC BUSINESS PLAN for(company name)for PeriodJanuary 2002 to December 2005(dates are examples only) Approved by (name), (position), on (date)Update Status: (amendment number), on (date)TABLE OF CONTENTSExecutive SummarySectionPage1. Strategic Focus2. The Business 3 Market Analysis4Products5Ma

2、rketing6Research and Development7Production and Delivery8Supply Chains9Business Systems and Processes10 Stakeholder Relationships and Alliances11 Organisational and Management12Environmental and Social Impacts13Risk Factors and Regulatory Compliance14Corporate Governance15Financials16Application of

3、Investment Funds17Strategic Action Plan18Plan ImprovementAppendices:1.2.3.Some Thoughts on Writing this Plan before We Start Clearly identify the readers of this document. Then write the plan in a style that is easily understood by readers Remember that this plan is a working document that has the c

4、lear purpose of initiating focussed action and generating clear and measurable results. Avoid the excessive use of descriptive adjectives to pad or over-sell the plan. Flowery, highly descriptive language can cloud key issues, blur the plans focus and slow/confuse its implementation Keep the plan ti

5、ght; ensure it remains concise, balanced, clear and logical. Where possible use quantitative rather than qualitative information. Remember the KISSS approach to planning; keep it simple, short and specific. Interlink all Sections, with the Market Analysis providing a clear focus for all subsequent s

6、ections. Focus on facts and information from credible and reputable sources. Where possible avoid critical dependencies on one source of information. Build redundancy in to information sources. Validate, validate, validate all key information used in the plan Always remember that faulty assumptions

7、and faulty logic are some of the greatest hazards to business performance and business planning. Also remember that a good plan implemented today will always beat an excellent plan implemented some time in the future. So, get the plan completed and in to action as soon as is practicable. Also, plans

8、 must be adaptive to changing circumstances. If the plan is not performing be prepared to complete major surgery on it.Some Thoughts on a Format for Each SectionThe following is a simple, but effective planning format that will fit many of the sections in this plan. The format is not rigid and shoul

9、d be adapted to the requirements of individual Sections as applicable. The four sub-sections that comprise the format are as follows: Current SituationClearly and concisely present the current situation with any contributing history, and any trends, cycles, changes or future developments that are re

10、levant Key IssuesClearly define the most urgent and important issues as they relate to the current situation for this Section, and the overall purpose of this plan and the companys Mission. Key issues are usually those strengths, weaknesses, opportunities, threats, capability gaps and impediments th

11、at impact on business performanceStrategies to Address the Key IssuesFormulate strategies using the SMAAART acronym to address the key issues. SMAAART - Specific, Measurable, Action-orientated, Achievable, Affordable, Relevant and Time-bound Key Performance Measures and TargetsEstablish key performa

12、nce measures/indicators, performance targets and time lines in conjunction with the strategies to assess and improve performanceSome Thoughts on Writing this Plan before We Start ContinuedFive Tests for a Good Strategic Business Plan ComprehensionAm I satisfied that all readers of this plan will cle

13、arly understand it? AppropriatenessAm I satisfied that the strategic/business directions proposed are aligned with the companys constitution? SustainabilityAm I satisfied that the strategic/business directions proposed are of a nature and quality that should ensure the future? FeasibilityAm I satisf

14、ied that:* All company implications of the strategic/business directions proposed have been considered thoroughly, * Implementation is possible, and* All supporting goals, objectives and strategies are realistic, practically achievable, affordable and comprehensive? AccountabilityAm I satisfied that

15、:* Management accountability is clearly defined,* Management is adequately resourced and well prepared to implement this plan, * Effective remedial action has been planned in the event a management shortcoming occurs with plan implementation?EXECUTIVE SUMMARYThe Executive Summary is the last section

16、 written. It should be restricted to two to three pages in length. In essence the Executive Summary is a very effective distillation of the overall business plan into a hard hitting summary of key performance initiatives and performance targets. Typically it would include the following: The Business

17、 Opportunity The Product The Market Strategy The Management Team Profit and Cash Projections Investment Needs Returns to InvestorsSECTION ONESTRATEGIC FOCUSThe Aim of this PlanWhat do we wish to achieve with this plan?start, grow, consolidate, downsize or exit.Our MissionA Mission Statement clearly

18、defines the primary purpose or reasons for our existence. It is heavily focused on Customer Value. It is also vital to achieving organisational alignmentA mission statement typically provides clear and concise answers to the following questions: What products and services do we deliver? Where and wh

19、en do we deliver our products and services? Which customer groups are our primary groups? Where are our primary customers What tangible value do our products and services deliver to customers? What is our competitive advantage? What additional community and environmental benefits do we generate?Answ

20、ers to the above questions provide a start-point for preparing a statement that clearly positions the company in the minds of key stakeholders and customersCore Organisational CompetenciesWhich core organisational skills and competencies are vital to achieving our mission Organisational ValuesWhat c

21、ore organisational values must be imbedded in our organisation to establish a culture capable of achieving our Mission? Highest Priority GoalsList up to six of your highest priority goals in order of priority. These goals are formulated at Section 17. Section 17 shows how to use the SMAAART acronym

22、to write clear, concise action-oriented goal statements. SMAAART Goals - are Specific, Measurable, Action-oriented, Achievable, Affordable, Time-bound. An example of a SMAAART Goal: By 30 June 2002 to construct and commission a world-standard production and delivery facility capable of producing two

23、 20 metre road bridges per month for direct installation in to Australias public road system.In essence strategic goals progressively take the company to its next level of performance and keep it there. Goal One. Goal Two Goal Three Goal Four Performance ObjectivesThe performance objectives below, i

24、n combination, form a performance scorecard for easily tracking the performance improvements generated by this plan. Section 17 provides the inputs for this scorecard. The planning team determines the composition of the performance scorecard. Performance AreaPerformance MeasuresTargetTime FrameFinan

25、cial PerformanceCustomer and Market PerformanceInternal Efficiency and EffectivenessLong Term Development and InnovationSECTION TWOTHE BUSINESSProvide a concise overview of the business. Areas for consideration when preparing this section to include:Owners/Directors/Shareholders/ShareholdingsA brief

26、 history of the businessCorporate and business culturesNature of the business and it main activitiesLocationCurrent stage in its life cyclePast performance and key achievementsKey business advisors - Solicitor, Banker, Accountant, and ConsultantsRelationships with key stakeholdersCompetitive strengt

27、hs and weaknessesSECTION THREEMARKET ANALYSISConduct a detailed analysis across each of the following areas to identify and quantify key market opportunities/gaps, barriers to market entry, threats, compliance requirements, risks, performance multipliers, critical success factors etc that must be co

28、nsidered when developing high priority product development, marketing and business strategies. All budgetary and financial constraints must be factored in to this planning. Global/National Trends, Developments, Cycles and Changes of Relevance Macro-environment (eg, political, economic, legal, social

29、/cultural, demographics, technology) Industry Markets, Customers and Suppliers Competitors and their ProductsQuestions typically asked during the analysis would include: - What are the industrys economics, critical success factors, key risks, competitiveness, compliance and standards requirements, e

30、merging trends and key technologies?- Who are the key customers and major competitors in each target markets?- What are the sizes of the target markets? Are they growing? If yes, at what rate?- What market share does each major competitor hold in your primary markets - What are the strengths and wea

31、knesses of major competitors and their products?- What are the competitive price points for products in each market?- What competitive advantages must your products have to successfully enter and compete in target markets? How will you differentiate your products and add more-customer-value than com

32、petitors?- Key questions about your primary customers:* Specifically what need or problem does your product target?* Who will make the decision to purchase your products?* What are their decision criteria?* Where are the products bought?* How are the products bought?* When are the products bought?*

33、Why are the products bought? - How well do you know your primary customers and key competitors? - How strong are your relationships with key customers and key stakeholders. How do you involve them in product development? What factors will be critical to building strong and enduring brands with them?

34、- What levels of demand for your products are realistic across your primary markets?- In order of priority what are your primary markets? Why?- How will your primary competitors react when you enter their markets, now and over the next two years? What are you going to do about their responses?- What

35、 are the major barriers to market entry?- What are the critical success factors for each market?- What key product distribution, product support and customer service issues must be considered? - Which companies and products are likely to become competitors in the future?- What new or emerging techno

36、logies and substitute products are likely to become threats in the future?SECTION FOURPRODUCTS Based on the findings of Section Three identify your products key strengths and weaknesses as they relate to key market opportunities and threats. Then develop strategies to address each issue (eg, build o

37、n strengths and correct weaknesses) for each product in your product portfolio. When preparing this section consider the following framework for clustering key issues and related strategies. All budgetary and financial constraints must be factored in to this planning. Describe your current and near-

38、future products? What gives your products a clear competitive advantage? What are the benefits and value provided to customer as opposed to features? What are the environmental and social impacts and implications? What regulations, standards and codes must be complied with? At what stage is each pro

39、duct in its life-cycle? For example:- Research completed- Prototype completed- In-house testing- Customer testing- Market ready- First up-grade completedAlso consider conducting the product analysis and planning for this section across the following stages: Current SituationKey Product and Market Is

40、suesKey StrategiesPerformance Measures and TargetsSECTION FIVEMARKETINGBased on discussions at previous sections develop a concise set of highly focussed marketing strategies for your most attractive and highest priority markets. These strategies will guide your market entry, market development, and

41、 brand building activities. Establish budgets for these activities. Set realistic and measurable performance targets and time lines for each market entry/development strategy. These targets are critical to designing and building business and production capacities aligned with expected market demands

42、 on entry, and in to the future. In essence marketing strategies in combination create the well differentiated, high value and compelling proposition to customers that persuades them to purchase from you rather then a competitor. These strategies should build on the competitive strengths of the comp

43、any while exploiting the weaknesses of key competitors. A highly competitive, high-value proposition to customers is typically created around the following drivers of competitive advantage: Product benefits highly valued by the customer Product distribution eg, simple, speedy and easy customer-acces

44、s to the product Product promotion Customer communication, interaction and feedback Product support for the life of the product Customer service Product pricing and purchasing Product presentation and packaging Product compliance with all relevant legislationSECTION SIXRESEARCH AND DEVELOPMENTProvid

45、e a background to current activities. Then identify key issues (strength, weakness, gaps, threats and opportunities) and develop related strategies for addressing each key issues. Link the R&D effort to your market research, product development and marketing activities discussed in previous sections

46、. All budgetary and financial constraints must be factored in to this planning.Areas to be analysed to include: Sources of R&D- Current and planned- Strategic alliances for R&D Intellectual Property Protection- Patents held plus the corporate entity that holds the patents- Shared intellectual proper

47、ty and its protection- Intellectual property being used, but not owned - Intellectual property protection currently being sort for new developments Current and planned R&D activities Processes employed for the development and commercialisation of new products and technologies SECTION SEVENPRODUCTION

48、 AND DELIVERYProvide a background to current activities. Then identify key issues - strengths, weaknesses, and gaps in production capacities and capabilities - as they relate to meeting the marketing requirements and targets, and R&D requirements developed in earlier sections. Then develop linked st

49、rategies with clear targets, time lines and budgets to develop and progressively expand production capabilities and capacities. All budgetary and financial constraints are factored in to this planning.Key issues are typically identified following an evaluation of key production and delivery performa

50、nce-drivers. Typical areas to be addressed during this evaluation include:- Plant design, location, size and site requirements- Access to key manufacturing technologies- Production capacity and capability requirements- Criteria for selecting contractors and suppliers- In-house versus out-sourcing of

51、 manufacturing requirements- The manufacturing and production standards, codes, regulations and OH&S requirements that must be complied with- Equipment needs - Inventory management- Manufacturing processes - configurations and technologies- Product and production costings- Purchasing systems- Qualit

52、y control systems- Manufacturing resources planning- Material requirements planning- Warehousing- Scheduling and dispatch- Material supplies and inventory- Critical/key inputs to all manufacturing and production processes- Risk management- Key staffing and skills requirements- Clear linkages to, and

53、 feedback loops with the companys marketing, product development, and R&D functions- Work systems and teams for staff- Designing, testing and improving all production and delivery systems to meet market demands and expected growth - Key performance measures and targets for controlling and improving

54、all production and delivery systems to increase production efficiencies and effectiveness.- Benchmarking and best-practiceSECTION EIGHTSUPPLY CHAINSProvide a background to current activities and list all key suppliers. Then identify key issues - strengths, weaknesses, and gaps in supply chain capaci

55、ties and capabilities - as they relate to meeting the production and delivery requirements and targets developed at Section Seven. Then develop linked strategies with clear targets, time lines and budgets to develop and progressively improve supply chain capabilities and capacities. All budgetary an

56、d financial constraints must be factored in to this planning. Supply chains assessments to include out-sourcing. For example any R&D that is out-sourced should be included in this assessment.Conduct the analysis and planning for this section across the following stages: Current SituationKey Supply C

57、hain IssuesKey StrategiesPerformance Measures and TargetsSECTION NINEBUSINESS SYSTEMS AND PROCESSESBased on the plans/strategies developed and performance targets established in sections One to Eight identify key issues - strengths, weaknesses and gaps - within the business systems and processes tha

58、t drive business performance. Then develop strategies to address these issues.Performance reviews to improve internal business systems and processes typically include an assessment of the following performance areas: Quality Management (eg, ISO 9001 - Quality Standard, AS 4269 - Complaints Handling

59、Standard) Risk Management (eg, AS/NZS, Risk Management Standard) Regulatory Compliance (eg, AS 3806, Compliance Program Standard) Information Management and Security (eg, Security Standard AS/NZS ISO/IEC 17799:2000) Financial management Managing the environmental and social impacts of business opera

60、tions Performance improvement across the business, to include performance indicators and targets Future planning and ongoing innovation (eg, new product development & process innovation) Employee performance and morale Stakeholder relationships Board and management performanceSECTION 10STAKEHOLDER R

61、ELATIONSHIPS AND ALLIANCESDescribe the current situation and list those key stakeholders that currently contribute to business performance. Identify key issues - strengths, weaknesses and gaps - that relate to improving stakeholder relationships and alliances. Then develop strategies to address each key issue. Stakeholder groups typically include customers, suppliers of good and services, employees, regulators, the environment, community, government department