15 New Paradigm Strategy Customer Interface Core Strategy Strategic Resources Value Network Customer BenefitConfigurationCompany Boundaries
16 Network Customer = Product or Service 1. Core Competency 2. Strategic Asset 3. Core Process New Paradigm SWOT
17 Matching for Strategic Fit การสร้างความสอดคล้อง Environmental Change / Strategic Resources การเปลี่ยนแปลงสภาพแวดล้อม / ทรัพยากรเชิงกลยุทธ์
18 Concept of Vision 1.Strategic Direction 2.Personal View of The future 3.Capacity to foresee the changing situation in the future - Visionary Leadership - Organic Thinking
19 VISION A Vision Statement Describes What the Organization Would Like to Become - What will we be ? - Where will we be ? [ Strategic Direction ]
20 MISSION A Mission Statement Describes What the Organization is Now - What are we now ? - Where are we now ? [ Strategic Positioning ]
21 The Mission Statement promotes a sense of shared expectations in employees and communicates a public image to important stakeholder groups in the company’s task environment. “It tells who we are and what we do as well as what we would like to become.” It may also include the firm’s philosophy or core value.
22 QUALITY OF VISION 1.Simple 2.Communicative 3.Commitment 4.Long Lasting 5.Challenging But Realistic [ Achievable ]
23 Cases in Vision and Mission Case 1 :New Port News Shipbuilding’s Mission Statement “ We shall build good ships here – at the profit if we can – at the loss if we must – but always good ships. ”
24 “ To improve the quality of home life by designing, building, marketing, and servicing the best appliances in the world.” Case 2 : Maytag Corporation’s Mission
25 Vision “Harley Davidson,Inc. is an action-oriented,international company, a leader in its commitment to continuously improve our mutually beneficial relationships with stakeholders [ customers, suppliers,employees, shareholders, governments and society ] We believe the key to success is to balance stakeholders’ interests through the empowerment of all employees to focus on value-added activities.” Case 3 :Harley Davidson’s Vision and Mission
26 Mission “ We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments.”
31 Case 8 : วิสัยทัศน์และพันธกิจของ ปตท. VISION The leading petroleum exploration and production company with operational excellence, international best practices, and world-class competitive strengths MISSION To conduct our core business by operating and investing in petroleum exploration, development, production, and strategic related business in Thailand and overseas
33 Case 10 :Starbucks’Mission Statement “ Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principle while we grow ” Six Guiding Principles : 1.Provide a great work environment and treat each other with respect and dignity 2.Embrace diversity as an essential component in the way we do business.
34 3. Apply the highest standard of excellence to the purchasing, roasting and fresh delivery of our coffee 4. Develop enthusiastically satisfied customer all the time 5. Contribute positively to our community and our environment 6. Recognize that profitability is essential to our future success
35 Case 11 : Vermont Teddy Bear’s Mission Statement “The Vermont Teddy Bear provides our customers with a tangible expression of their best feelings for their family, friends, and associates. We facilitate, communicate,and therefore participate in caring events and special occasion that celebrate and enrich our customers’ life experience. Our products will represent unmatchable craftsmanship balanced with optimal quality and value. We will strive to wholesomely entertain our guests while consistently exceeding our external and internal customer service expectations.
36 The Vermont Teddy Bear Brand represents the rich heritage of the “ Great American Teddy Bear” begun in We are the stewards of a uniquely American tradition based on the best American virtues including compassion, generosity, friendship, and a zesty sense of whimsy and fun.”
41 Growth Stability Retrenchment Corporate Strategy Business Strategy Functional Strategy CostDifferentiation HR Marketing Production IT PR Finance R&D
42 1.Concept 2.Scope 3.Brand Competency SpaceNetwork Space Efficie ncy Differen tiation Strategy Benefit 1.Concept 2.Scope 3.Brand Synergist Customer Cognitive Space Fit
43 Strategic Positioning Co st Differen tiation
44 Target ObjectiveKPI123Responsible 1. Increase Efficiency % Cost per unit 10 %6 %4 % 2.Enhance Quality ISO900214,00018,000 3.Improve Personnel Hr/year/ employee training 10 hrs11hrs12 hrs KPI -Objective
45 KPI – Strategy Objective : Increase Efficiency Target Strategy KPI123Responsible 1. Production Efficiency % waste0 % 2.Inventory Management Efficiency Inventory Turnover 6 days5 days 3. Purchasing % per unit decrease 10 %8 %6 %
46 KPI – Strategy Objective : Enhance Quality Target Strategy KPI123Responsible 1. Hiring Consultant TimingWithin Jan 2.Training DurationFeb-Jun 3.Implementin g DurationJuly- Dec
47 KPI – Action Plan Strategy :Hiring Consultants Action PlanKPI1 q2q3q4qResponsible 1. Listing Potential Consultants TimingFirst week of Jan 2.SelectingTimingWithin second week of Jan 3.EmployingTimingWithin Jan