Section 1 Company Mission and Strategic Target Decision-making

First, the decision-making of enterprise mission

1. Business strategy decision-making is the core content of enterprise top management and the most important responsibility of top managers.

2. The decision of enterprise mission and strategic objectives is an important part of strategic decision-making. The mission of an enterprise refers to its responsibility in promoting social progress and developing the national economy.

3. The content of the enterprise mission:

1) Business philosophy refers to the world outlook and methodology shown by enterprises in the practice of creating material wealth and spiritual wealth, indicating the mission and role they undertake and the overall view on how to play their role, which is expressed as a series of business views and is the code of conduct for enterprises to formulate business activities.

2) The enterprise purpose is the concretization of enterprise management philosophy.

4. The enterprise mission decision is the choice of which customers the enterprise serves, which is essentially the choice of the target market of the enterprise, including the decision to adhere to, expand or change the original mission of the enterprise.

5. Factors that should be considered in enterprise mission decision:

1) national long-term development plan and industrial policy, that is, the target market selected by enterprises should be as consistent as possible with the areas to be developed as determined by the national development plan.

2) Market demand is to serve customers and create markets. The emerging industries and traditional industries that are developing in China can become the target markets that enterprises should choose.

3) competitive situation, study the target market of competition, whether the competition is fierce or not, and try to avoid the market chosen when the opponent is fierce; When it's not intense, be good at seeing the needle and choosing the target market.

4) Enterprise strength, that is, considering the advantages and disadvantages comprehensively, choosing the target market is conducive to the enterprise to foster strengths and avoid weaknesses.

Second, the decision-making of enterprise strategic objectives:

1. The strategic goal of an enterprise, that is, the concretization and quantification of the mission and purpose of the enterprise, transforms the purpose of the enterprise into various quantifiable specific indicators, reflects the management level that the enterprise should achieve after a certain period of efforts, is the struggle program of the enterprise, and is also the standard to measure whether all the work of the enterprise is to achieve the mission of the enterprise.

2. Composition of strategic objectives:

1) general classification method: development goals; A beneficial goal; Competitive objectives; Interest target;

2) Eight important goals put forward by Drucker, an American management scientist, namely, marketing goal, innovation goal, personnel organization goal, financial resource goal, material resource goal, productivity goal, social responsibility goal and profit requirement goal.

3. Strategic goal decision-making, including: the choice of strategic goal level and the decision of key strategic goals.

4. Business center is the business field that the enterprise is engaged in, and it is the main battlefield of the enterprise, that is, the business center of the enterprise.

Section II Overall Strategic Decision-making of Enterprises

First, the classification of the overall strategy of the enterprise

The overall strategy of an enterprise is the overall and long-term development plan and strategy determined by the enterprise on the basis of in-depth investigation of the internal and external environment and comprehensive analysis of the main factors such as market demand, competition, enterprise strength, national policy, resource situation and social requirements. Can be classified from different angles:

1. Divided by enterprise growth mode and business field, including:

1) factory market scale strategy, that is, the strategy of changing from small batch production to reasonable professional large-scale production.

2) Business scale strategy.

3) Multi-angle management strategy.

2. According to the different starting point of enterprise strategy, that is, the development trend is different: development strategy (also known as growth strategy), stability strategy and austerity strategy.

3. According to the competitive situation, including offensive strategy (also known as superior management strategy); Catch-up strategy; Defense strategy (also known as retreat strategy); Transfer strategy (that is, in the original business field and market, enterprises can not compete with competitors, and actively give up this business field and market to open up new markets).

4. According to the different strategic centers: low-cost strategy (also known as mass market strategy); Differentiation strategy (that is, the characteristic strategy of products and marketing, striving to make enterprises win or surprise with characteristics); Focus strategy (also called market concentration or intensive strategy).

Second, the overall strategic decision of the enterprise.

1. meaning: an enterprise can only choose a satisfactory scheme from a certain classification and several overall strategic schemes that play a decisive role in the enterprise; The overall strategic decision of a large enterprise or enterprise group is to choose a comprehensive overall strategic plan from a comprehensive perspective.

Section III Strategic Decision-making of Enterprise Functions

First, the characteristics and types of enterprise functional strategy

1. Enterprise functional strategy, also known as sub-strategy, refers to the strategy of implementing and concretizing the overall business strategy according to different professional functions, which is subordinate; Uniqueness (professionalism); Targeted characteristics.

2. The types of corporate functional strategies include market strategy, product strategy, quality strategy, technology strategy, marketing strategy, price strategy, financial strategy, cost strategy, production strategy, resource strategy, talent strategy and organizational strategy.

Second, the strategic decision of enterprise functions:

1. The core function strategy of an enterprise can consider market strategy, quality strategy and technology strategy. As an overall implementation strategy, enterprises can proceed from their own reality and choose according to their own advantages or disadvantages or the key points encouraged by the state.

2. The decision-making of the functional strategy itself mainly includes:

1) product strategic decision

(1) Deep decision-making, including variety simplification, variety perfection or variety diversification strategy.

(2) Make decisions from the breadth of products, including single series products, multi-series products and full series product strategies.

2) Product quality strategic decision, including national standard strategy, international standard strategy, foreign standard priority strategy, competitive quality standard strategy and customer satisfaction standard strategy; According to the different quality requirements of customers, there are three quality strategies to choose from:

(1) The strategy of giving priority to internal quality, supplemented by external quality;

(2) The strategy of giving priority to the appearance quality, supplemented by the internal quality;

(3) The strategy of paying equal attention to both internal and external quality.

3) Market strategic decision-making, including expansion strategy, market maintenance strategy and market retreat strategy.

The fourth quarter market operation plan

First, the characteristics and functions of the business plan

1. The business plan is the concrete implementation and execution of the business strategy decision scheme, which is characterized by:

1) decision-making, that is, enterprises make strategic plans on the basis of independent decision-making.

2) Efficiency, that is, enterprises change from simply pursuing output to comprehensively improving economic plans.

3) Openness, enterprises need to make plans for direct contact with the market and users.

4) comprehensiveness, that is, the breadth and depth of the plan have undergone major changes.

5) Long-term, that is, the focus of planning is long-term planning.

6) Flexibility, emphasizing the adaptability to the external environment.

2. The business plan is the specific implementation plan of the business strategic plan, which has the functions of coordination, distribution and guarantee.

Second, the classification and content of the business plan

1. Classification of business plans:

1) According to the plan object, there are: comprehensive business plan and individual business plan.

2) According to the planned period, including: long-term business plan, medium-term business plan and short-term business plan.

3) According to the function of the plan, it includes business strategic plan and business tactical plan.

4) According to the level of planned management, including factory-level business plan, workshop business plan, business plan of various functional departments, workshop and team work plan.

5) According to the nature of the plan, including quantity plan and value plan.

2. The contents of the business plan, including:

1) the guiding ideology of the business plan;

2) the sum of business objectives and indicators;

3) Management policies and strategies;

4) Project plan and its scheme;

5) comprehensive balance;

6) Plan implementation and deployment.

Three. Preparation, implementation and adjustment of business plan

1. Preparation of business plan:

1) investigation and study, to determine the planning preconditions.

2) Overall arrangement and determination of objectives are the key steps of planning.

3) Draw up the scheme and evaluate the options. The principle of selection is that the advantages outweigh the disadvantages.

4) Comprehensive balance and planning.

2. The implementation of the business plan, the main way is to implement target management and policy formulation.

1) Policy formulation, also known as policy implementation, puts forward further requirements for all relevant departments and units according to the requirements of policies and objectives, making it a system to ensure the realization of policies and objectives.

2) Management by objectives is to subdivide the business objectives into several small indicators, and implement them to relevant departments and units layer by layer to form an objective system, which is conducive to ensuring the implementation of the business plan.

3. Adjustment of business plan

1) The rolling plan method is a method of adjusting the plan regularly and postponing the rolling on schedule, that is, according to the implementation of the plan in a certain period and the changes of the internal and external environmental conditions of the enterprise, the original plan is revised in time and postponed for a period of time accordingly; It is suitable for the adjustment of production plan and sales plan under relatively stable conditions, and its characteristics are as follows:

(1) near fine and far coarse, and then from coarse to fine.

(2) Maintain the flexibility of each scheme.

(3) maintain the continuity between the plans of each period.

2) The method of activating the backup plan is suitable for the adjustment of product development plan, enterprise transformation plan and financing plan; The key to use is to grasp the timing of starting the backup plan, which can be judged according to the display of leading indicators (leading indicators, that is, some economic conditions will occur and some changes will occur). Features are:

(1) Take a scheme suitable for the current conditions and put it into practice, and keep other schemes.

(2) Major changes have taken place in the conditions, and the original implementation scheme is invalid, so the backup scheme is enabled.