Strategic Planning

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?????????????????????????????????????????????(St
rategic Planning RBM)

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MIS
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?????????????????????
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KM
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??????????????????
?????????????
Development
??????????? (Growth)
????? (Decline)
??????????? ??????? (Maturity)
???????? (introduction)
Time
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???????????????????????( Strategic Management)
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SWOT
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Planning
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Implementing
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Monitoring Evaluatingc
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Overviews of Strategic Planning RBM
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- ???????? - ?????? / ????????/ ????????????
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?????????????????? BSC/PSO/HA/TQA/???./???.
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?????????? 1 ????????????????????????????????? ?
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??????????????????( SWOT Analysis )
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SWOT ????????
S - Strength(???????)
W - Weakness(???????)
O - Opportunity(?????)
T - Threat(???????/?????????)
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?????????????????

• O T
• Policy (?????? ?????? ????????)
• Economics (????????????????????)
• Social demographic (????? ???????? ??????? ????
  ???????? ????????????????)
• Technology (????????? ????????)
• 5 Forces Model

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An Environment Schematic
General Environment
Economic
Policy
Suppliers
New Entrants
Competitors
Buyers
Substitutes
Social
Technology
Competitive Environment
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????????????????
S W

• 7 S
• System
• Strategy
• Structure

• 4M
• Man
• Money
• Material
• Management

• Share Values
• Staff
• Style
• Skill

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??????????????????? 7-S (Mckinsey 7 S
Framework)
Structure
System
Strategy
Shared Values
Skills
Style
Staff
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Value Chain Analysis
( Michael E. Porter1985 )
???????????????? (Firm Infrastructure)
??????????????????????? (Human Resource
Management)
Supportive Activities
???? (Margin)
????????????????? (Technology Development)
???????? (Procurement)
????? ???????? ????????????? (Inbound Logistics)
????????????? (Operations)
????????? ?????? (Outbound Logistics)
????????? (Services)
??????? (Marketing and Sales)
???? (Margin)
Primary Activities
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????????????????????? SWOT Analysis

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S 1 , 5 , 8
W 3 , 5 , 6
T 1 , 4 , 7
O 2 , 3 , 5
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Situational Analysis
Opportunity
Strength
Weakness
Threat
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???????????
????? 10 ?????
S
W
O
T
4
6
7
3
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O
556
S
W
580
420
444
T
100 ??
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???????????? Stars(????/???????)
??????????? Opportunity
Stars
??????????? Weakness
??????????? Strength
??????????? Threat
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???????????? Question marks(??????)
??????????? Opportunity
Question marks
?
??????????? Weakness
??????????? Strength
??????????? Threat
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???????????? Cash cows(??????????????)
??????????? Opportunity
??????????? Weakness
??????????? Strength
Cash cows
??????????? Threat
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???????????? Dogs(???????????)
??????????? Opportunity
??????????? Weakness
??????????? Strength
Dogs
??????????? Threat
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?????????? 2 ?????????? ?????????? / ???????????
??????????????
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??????????(Vision)
????????????????????????(?????????????)?????????
????????????????? ???????? ???????????????????????
?????
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??????????????????????????
1.???????????? ???????????????????????
2.?????????? ?????????????????????????????????
3.??????????????????????????? ????????
4.????????????????? ??????????????????????????????
?????????????? 5.???????????????????????????????(
Customer-Oriented) 6.????????????????????????????
???
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???????(Mission)

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• 3. ??????????????????????
• 4. ???????????????????????????????????????????????
  ???????????????????
• 5. ???????????????? ??????? ????????????????????

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???????(Value)

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  ????????????????? ?????????????????????
  ?????????????????????????? ( Corporate
  Culture )??????????

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?????????????????????????????
UnitY
QuAlity
Spirit
TeamwOrk
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??????????? (Goal)

• ????????????? ????????????????????????????????????
  ?????????????? ?????????????????????????????????
• The long range aims or end point that you or your
  organization want to reach

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?????????? 3 How can we get there ?
?????????????????????????/???????/???????????
???????????
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What is a strategy ?
?? ?????
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Step for Strategic Formulation

• SWOT Analysis
• Select 5 importance int.ext. factors(20
  factors)
• Two-Dimension Analysis
• More Alternative Strategies(QuantitygtQuality)
• Strategic Grouping
• Set Criterias for Selection
• - Possibility
• - Acceptability
• - Difficulty
• - Synchronization
• Select The Strategic Themes

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??????????????????
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SWOT Matrix
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?????????????????????

• Stars Situation (SO) ?????????????????????????????
  ??????????????
• ????? ???? ????? ??? ??? ????
• Question Marks Situation (WO) ????????????????????
  ????????? ???? ?????????????????????????
• ???????? ????? ????? ?????
• ????????????????? ????????????????

?????
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?????????????????????

• Cash Cows Situation (ST) ?????????????????????????
  ????????????????????????????????????????????
• ???????? ????? ???????? ??????????
• Dogs Situation (WT) ????/?????????????????????????
  ??????????????? ???? ??????? ??????
• ???? ?? ???????
• ???? ??????? Re-engineering

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?????????? 4 ?????????????????????????????????????
?????
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Four Perspectives of the Balanced Scorecard
Source Kaplan and Norton
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???????????????? Strategy Map, CSF, Objective,
KPI, Target, Initiatives
Strategy Map
Strategies from SWOT
WO
SO
Goal 1
Goal 2
Goal 3
Perspectives
???????

CSF
CSF
CSF
????????????/???????
CSF
CSF
ST
WT
??????????????
CSF
CSF
CSF
???????????????????????
CSF
CSF
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???????????????????? (Strategy Map)
????????? ????????????????????????????????? ????
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????????????
Financial Perspective

• ???????????????
• ????????????
• ????????????????????????????

??????????????????
???????????????? ?????????
????????????

• Attract and retain more customers
• Flight is on time
• Lowest prices

Customer Perspective
Attract and retain more customers
Lowest prices
On-time service

• Fast ground turnaround

Internal Perspective
Fast ground turnaround

• Develop the necessary skills
• Develop the support system
• Ground crew aligned with strategy

Learning and Growth Perspective
Ground crew alingement
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???????????????????? (Strategy Map)
Process Operation Management Theme Ground
Turnaround
Objectives
Financial Perspective

• Profitability
• Grow revenues
• Fewer planes

Profits and RONA
Fewer planes
Grow revenues

• Attract and retain more customers
• Flight is on time
• Lowest prices

Customer Perspective
Attract and retain more customers
Lowest prices
On-time service

• Fast ground turnaround

Internal Perspective
Fast ground turnaround

• Develop the necessary skills
• Develop the support system
• Ground crew aligned with strategy

Learning and Growth Perspective
Ground crew alingement
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Strategy Map
Balanced Scorecard
Process Operation Management Theme Ground
Turnaround
Objectives
Measurement
Target
Financial Perspective

• Protilabilly
• Grow revenues
• Fewer planes

• 30 GAGR
• 20 GAGR
• 5 GAGR

• Market value
• Seat revenue
• Plane lease cost

Protils and RONA
Fewer planes
Grow revenues
Customer Perspective

• Attract and retain more customers
• Flight is on time
• Lowest prices

• 70
• increase
• 12 annually
• 1
• 1

• repeat customers
• customers
• FAA on time
• arrival rating
• Customer ranking

Attract and retain more customers
Lowest prices
On-time service
Internal Perspective

• Fast ground turnaround

• 30 minutes
• 90

• On ground time
• On time departure

Fast ground turnaround

• Develop the necessary skills
• Develop the support system
• Ground crew aligned with strategy

• Yr. 1-70
• Yr. 3-90
• Yr. 5-100
• 100
• 100
• 100

• Strategic job
• readiness
• Info system availability
• Strategic awareness
• ground crew
• stockhoders

Learning and Growth Perspective
Strategic Ramp agent
Ground crew aligoment
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???????????????
??????????????? ?????????????????????????
?????? (Percentage)
??????? (Proportion)
????????? (Ratio)
????? (Rate)
????????? (Average or Mean)
????? (Number)
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??????????????????????????? (KPIs)
???????????

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PitfallsforStrategic Management
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• ??????????(Definition)????????????
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BSC / ????????????????
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