15New Paradigm Strategy Customer Benefit Configuration Company BoundariesCustomerInterfaceCoreStrategyStrategicResourcesValueNetwork
16New Paradigm SWOT 1. Core Competency 2. Strategic Asset NetworkCustomer321= Product or Service1. Core Competency2. Strategic Asset3. Core Process
17Matching for Strategic Fit การสร้างความสอดคล้อง Environmental Change / Strategic Resourcesการเปลี่ยนแปลงสภาพแวดล้อม /ทรัพยากรเชิงกลยุทธ์
18Concept of Vision Strategic Direction Personal View of The future Capacity to foresee the changing situationin the future- Visionary Leadership- Organic Thinking
19VISION What the Organization Would Like to Become Where will we be ? A Vision Statement DescribesWhat the Organization Would Like to BecomeWhat will we be ?Where will we be ?[ Strategic Direction ]
20MISSION What the Organization is Now - Where are we now ? A Mission Statement DescribesWhat the Organization is Now- What are we now ?- Where are we now ?[ Strategic Positioning ]
21shared expectations in employees and communicates The Mission Statement promotes a sense ofshared expectations in employees and communicatesa public image to important stakeholder groups in thecompany’s task environment.“It tells who we are and what we do as well aswhat we would like to become.”It may also include the firm’s philosophy or core value.
22QUALITY OF VISION Simple Communicative Commitment Long Lasting Challenging But Realistic [ Achievable ]
23Cases in Vision and Mission Case 1 : New Port News Shipbuilding’sMission Statement“ We shall build good ships here – at the profit if we can– at the loss if we must – but always good ships. ”
24Case 2 : Maytag Corporation’s Mission “ To improve the quality of home life bydesigning, building, marketing, and servicingthe best appliances in the world.”
25Case 3 : Harley Davidson’s Vision and Mission “Harley Davidson,Inc. is an action-oriented,internationalcompany, a leader in its commitment to continuously improveour mutually beneficial relationships with stakeholders[ customers, suppliers,employees, shareholders, governmentsand society ]We believe the key to success is to balance stakeholders’interests through the empowerment of all employees to focuson value-added activities.”
26Mission“ We fulfill dreams through the experience ofmotorcycling , by providing to motorcyclists and tothe general public an expanding line of motorcyclesand branded products and services in selected marketsegments.”
31Case 8 : วิสัยทัศน์และพันธกิจของปตท. 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
33Case 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 :Provide a great work environment and treat each other with respect and dignityEmbrace diversity as an essential component in the way we do business.
343. Apply the highest standard of excellence to the purchasing, roasting and fresh delivery of ourcoffee4. Develop enthusiastically satisfied customer allthe time5. Contribute positively to our community and ourenvironment6. Recognize that profitability is essential to ourfuture success
35Case 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.
36The 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.”
38“ A Lifetime Emotional Symbol of Love and Care” Starbuck Harley Davidson“ More Than A Motorcycle ”“ Fulfilling Dreams ”Vermont Teddy Bear“ A Lifetime Emotional Symbol of Love and Care”Starbuck“ Third Home ”Carnival“ Funship”
39Personal Vision Creation InformationKnowledgeStrategic Thinking- Game Theory- Organic Thinking