制定战略计划的流程培训讲座课件PPT

1、决策和纲领性文件决策和纲领性文件Decisions &Decisions &Key DocumentsKey Documents制定战略计划的流程制定战略计划的流程STRATEGIC PLANNING PROCESSSTRATEGIC PLANNING PROCESS我们现在何处？我们现在何处？WHERE ARE WE?WHERE ARE WE?我们要到前往何处？我们要到前往何处？WHERE ARE WE GOING?WHERE ARE WE GOING?我们如何到达那里我们如何到达那里HOW DO WE GET THERE?HOW DO WE GET THERE?公司、组织技

2、巧OrganizationalSkills商业战略BusinessStrategy持续的竞争优势持续的竞争优势SustainableSustainableCompetitive Competitive AdvantagesAdvantages商业远景商业远景BusinessBusinessVisionVision竞争的环境Competitive Environment管理体系ManagementSystems组织结构组织结构OrganizationalOrganizationalStructureStructure充实人员Staffing领导风格LeadershipStyle彼此崇尚的价值观S

3、haredValues方法或工作程序方法或工作程序Methods or Methods or Work ProcessWork Process实施实施ExecutionExecution采购采购PROCUREMENT PROCUREMENT 生产和分销计划生产和分销计划PRODUCTION & PRODUCTION & DISTRIBUTION PLANNINGDISTRIBUTION PLANNING生产生产PRODUCTION PRODUCTION 研发研发R&D R&D 客户服务客户服务CUSTOMER SERVICE CUSTOMER SERVICE 销

4、售销售SALES SALES 分销分销DISTRIBUTION DISTRIBUTION 市场营销计划Mkt Plan客户拜访Acct Calls销售运营计划S&OP生产计划ProductionPlan库存计划InventoryPlan/DRP客户订单CustomerOrders运至客户Ship toCustomers物料计划MaterialsPlan/MPS生产Production市场营销市场营销MARKETING MARKETING 合并与收购合并与收购M&AM&A支持层面：行政支持层面：行政, , 财务财务, , 人力资源人力资源, IT, ITENABLER L

5、AYERS : ADMINISTATION, FINANCE, HR, IT ENABLER LAYERS : ADMINISTATION, FINANCE, HR, IT 采购采购PURCHASING PURCHASING 生产和分销计划生产和分销计划PRODUCTION & PRODUCTION & DISTRIBUTION PLANNINGDISTRIBUTION PLANNING生产生产PRODUCTION PRODUCTION 研发研发R&D R&D 客户服务客户服务CUSTOMER SERVICE CUSTOMER SERVICE 销售销售SALES

6、SALES分销分销DISTRIBUTION DISTRIBUTION 市场营销市场营销MARKETING MARKETING 合并与收购合并与收购M&AM&A支持层面：行政支持层面：行政, , 财务财务, , 人力资源人力资源, IT, ITENABLER LAYERS : ADMINISTATION, FINANCE, HR, IT ENABLER LAYERS : ADMINISTATION, FINANCE, HR, IT 采购采购PURCHASING PURCHASING 生产和分销计划生产和分销计划PRODUCTION & PRODUCTION & D

7、ISTRIBUTION PLANNINGDISTRIBUTION PLANNING生产生产PRODUCTION PRODUCTION 研发研发R&D R&D 客户服务客户服务CUSTOMER SERVICE CUSTOMER SERVICE 销售销售SALESSALES分销分销DISTRIBUTION DISTRIBUTION 市场营销市场营销MARKETING MARKETING 合并与收购合并与收购M&AM&A支持层面：行政支持层面：行政, , 财务财务, , 人力资源人力资源, IT, ITENABLER LAYERS : ADMINISTATION, F

8、INANCE, HR, IT ENABLER LAYERS : ADMINISTATION, FINANCE, HR, IT 新产品开发新产品开发NEW PRODUCTDEVELOPMENTNPD供应链管理供应链管理SUPPLY CHAINMANAGEMENTSCM采购采购 生产生产 市场营销市场营销 客户服务客户服务 销售销售分销分销规划新产品基础状态销售和运营预测推广计划针对客户销售计划生产预测拜访客户原材料计划MPS补货计划计划/安排装运库存目标分销战略原料采购订单MRP发运原材料供应商运输生产计划生产计划/分配生产验收原材料出货调配运往客户供应商计划计划装运订单处理交货方案订单分配恒安

9、业务运营模式恒安业务运营模式 ( (职能信息流职能信息流 ) )产品方向历史财务计划设备能力长期预测预测准确度服务水准生产周期装运指南能力销售预测库存计划DRP销售计划客户历史对客户的了解对客户订货的预测客户排序销售定额（商店）货物上架示意图促销和商务计划日程季度推广方案广告计划库存状态所需物料清单供应商清单供应商投标以往的质量原材料/包装尺寸已发出的订单收到供应商通知到货通知品质保证原材料质检情况到货通知运输日程表装运指南生产周期生产能力等待时间最小订货量船运路线产品/活动的优先次序拜访和展示的周期合理安排PCC的时间和文稿满足客户订单的必要程度合并与收购合并与收购 研发研发 产品规格市场计

10、划生产和分销规划生产和分销规划生产能力安排材料研究材料研究流程的能力产品概念产品概念技术路标可行性研究客户订单支持层面：行政支持层面：行政, , 财务财务, , 人力资源人力资源, IT , IT PURCHASING PURCHASING PRODUCTION PRODUCTION MARKETING MARKETING CUSTOMER SERVICE CUSTOMER SERVICE SALES SALES DISTRIBUTIONDISTRIBUTIONPlan NewProductsBaseForecastsS&OPForecastPromotionPlanAccountSa

11、les PlanProductionForecastAccountCallsMaterialsPlan/MPSReplenishPlansScheduleShipmentsInventoryTargetsDistributionStrategyMaterialOrder/MRPReleaseMaterialsSupplierShipmentsProductionPlanProductionSchedulesProductionReceive &Inspect RMWarehouseDistributionShip toCustomersSuppliersPlanningPlan Shi

12、pmentsProcessOrdersDeliveryResolutionOrder AllocationHENGAN BUSINESS MODEL ( FUNCTIONAL INFORMATION FLOW )HENGAN BUSINESS MODEL ( FUNCTIONAL INFORMATION FLOW )Prod DirectionHistoryFinancial PlanCapabilityLT FcstFcst AccuracyService LevelsProduction CycleShip GuideCapacitySales FcstInventoryPlan/DRPS

13、ales PlanAccount HistoryAccount KnowledgeAccount ForecastsAccount PrioritiesSales QuotasPlan O GramsPromo & Merch SchdQtrly Promo PackageAdvertising PlanInventory StatusBOMSupplier ListSupplier BidsQC HistoryRM/Pack SpecsCurrent OrdersSupplier NotificationASNQA AssuranceQC ResultsASNFreight Sche

14、dulesShip GuidelinesProd CycleLine CapacityLead TimesOrder MinimumsCarrier RoutesProduct/Event PrioritiesCall Cycles & PresentationPCC Schedule & ScriptsAcct Service TgtsM&A M&A R&D R&D ProductSpecsMkt PlanPRODUCTION &PRODUCTION &DISTRIBUTION DISTRIBUTION PLANNINGPLAN

15、NINGPlanCapacityMaterialExplorationProcessCapabilityProductConceptTech RoadmapFeasibilityCustomerOrdersENABLER LAYERS : ADMINISTATION, FINANCE, HR, IT ENABLER LAYERS : ADMINISTATION, FINANCE, HR, IT R&D: R&D: Explorer of uncharted territories Decisions & Key DocumentsDecisions & Key

16、DocumentsNPD Technology & Product Road MapNew Product Development Plan: Product Launch CalendarNew Process / Equipment Rationalization PlanR&D Budget & Capacity PlanR&D is the continuous generator of ideas that can be converted into business opportunities. R&D is the driver of pr

17、oduct innovation, product creation and process improvements. R&D is the enabler for Marketing and Production to achieve their performance goals in revenue and cost. R&D is a critical contributor to the development of a sustainable market driven competitive advantage.Prod DirectionR&D R&a

18、mp;D ProductSpecsMaterialExplorationProcessCapabilityProductConceptTech RoadmapFeasibilityR&D is the continuous generator of ideas that can be converted into business opportunities. R&D is the driver of product innovation, product creation and process improvements. R&D is the enabler for

19、 Marketing and Production to achieve their performance goals in revenue and cost. R&D is a critical contributor to the development of a sustainable market driven competitive advantage.MARKETING: MARKETING: Ambassador of the Consumer BaseBaseForecastsForecastsPlan NewPlan NewProductsProductsS&

20、;OPS&OPForecastForecastPromotionPromotionPlanPlanMkt Mkt PlanPlanProduct DirectionHistoryFinancial PlanAdvertising PlanMarketing leads the development of strategic and financial plans for the business and manages the brand and products to meet those business objective. Marketing acts a facilitat

21、or developing cross-functional solutions including product directions, advertising strategy, and business calendar key documents. Marketing manages the brand budgets, approves all consumer communication, and executes sales and marketing programs and promotion events.Decisions & Key DocumentsDeci

22、sions & Key DocumentsMarketing Plan (Annual Planning Calendar)Advertising Strategy / Creative BriefProduct Direction (New Product Concepts)Brand Budget (Advertising, Sales & Promotion Events)Brand Factbook: Budget Review, Share, Volume, ForecastMarketing leads the development of strategic an

23、d financial plans for the business and manages the brand and products to meet those business objective. Marketing acts a facilitator developing cross-functional solutions including product directions, advertising strategy, and business calendar key documents. Marketing manages the brand budgets, app

24、roves all consumer communication, and executes sales and marketing programs and promotion events.SALES: SALES: Warrior in the Market-place SALES SALES S&OPForecastPromotionPlanAccountSales PlanAccountCallsCustomerOrdersDistributionStrategyOrder AllocationSales FcstSales PlanAccount HistoryAccoun

25、t KnowledgeAccount ForecastsAccount PrioritiesSales QuotasPlan O GramsPromo & Merch SchdQtrly Promo PackageProduct/Event PrioritiesCall Cycles & PresentationPCC Schedule & ScriptsSales gets the Order by developing and selling the value-proposition the company represents to the retail cus

26、tomers. Sales determines the priorities and methods to maximize the companys volume through Product Launches, Promotion Support, Plan-O-Grams, Merchandising Programs, and In-Store Events and Activities.Decisions & Key DocumentsDecisions & Key DocumentsSales Plan (Annual Sales Calendar)Quarte

27、rly Promotion Package: Merch Plan, ScriptsSales Map & Account Responsibilities (Call Cycles)Account Book: Plan-O-Grams, Store Lists, Ship HistorySales Forecast: Account Forecast, Quota AssignmentsSales gets the Order by developing and selling the value-proposition the company represents to the r

28、etail customers. Sales determines the priorities and methods to maximize the companys volume through Product Launches, Promotion Support, Plan-O-Grams, Merchandising Programs, and In-Store Events and Activities.PRODUCTION & DISTRIBUTION PLANNING: PRODUCTION & DISTRIBUTION PLANNING: Manufactu

29、ring Monk Making sense of Chaos S&OPForecastProductionForecastInventoryTargetsProductionPlanPlanCapacityCapabilityLT FcstFcst AccuracyService LevelsProduction CycleShip GuideCapacityProduction Planning leads the S&OP process and transforms marketing, sales, and product development inputs int

30、o actionable Production Plans for the Plants. Planning develops the production and inventory financial inputs and then monitors the Plants production rates and inventory levels. Planning recommends capital and capacity adjustments. Decisions & Key DocumentsDecisions & Key DocumentsS&OP F

31、orecast (Company Operating Forecast)Plant Current and Future CapacityStock Status Reports: Look, Lead, Safety StocksProduction Forecast & PlansProduction Planning leads the S&OP process and transforms marketing, sales, and product development inputs into actionable Production Plans for the P

32、lants. Planning develops the production and inventory financial inputs and then monitors the Plants production rates and inventory levels. Planning recommends capital and capacity adjustments. PRODUCTION & PROCUREMENT: PRODUCTION & PROCUREMENT: Blacksmith pounding out a product & Trader

33、in search of a marginPROCUREMENT PROCUREMENT PRODUCTION PRODUCTION MaterialsPlan/MPSMaterialOrder/MRPReleaseMaterialsSupplierShipmentsProductionPlanProductionSchedulesProductionReceive &Inspect RMSuppliersPlanningBOMSupplier ListSupplier BidsQC HistoryRM/Pack SpecsCurrent OrdersSupplier Notifica

34、tionASNQA AssuranceQC ResultsProd CycleLine CapacityLead TimesOrder MinimumsCarrier RoutesProduction and Procurement convert raw materials and packaging components into finished goods according to the Production Plan. Production can become a leverage point or sustainable competitive advantage by est

35、ablishing a clear manufacturing position versus competition (e.g., Low Cost, Quick Response).Production Decisions & Key DocumentsProduction Decisions & Key DocumentsProduction Plan & Production ScheduleAvailable Materials / Material Release OrdersLine Production: Work Orders, Attendance

36、ChartProcurement Decisions & Key DocumentsProcurement Decisions & Key DocumentsSupplier List, Bids, and Order Order StatusMaterial Requirements Reports & ReleasesProduct Specs, BOMs, & SubstitutionsProduction and Procurement convert raw materials and packaging components into finishe

37、d goods according to the Production Plan. Production can become a leverage point or sustainable competitive advantage by establishing a clear manufacturing position versus competition (e.g., Low Cost, Quick Response).DISTRIBUTION & CUSTOMER SERVICE: DISTRIBUTION & CUSTOMER SERVICE: Shopkeepe

38、r minding the storeDistribution Decisions & Key DocumentsDistribution Decisions & Key DocumentsShipment Schedule (Truck Load Plans)Shipping Guides: Account by CarrierStock Status: Inventory by BinDistribution & Customer fulfill the customer orders within very fixed parameters including,

39、Product output, Customer allocations, and Carrier constraints. Distribution & Customer Service do not manage the customer relationship; however, they have the most frequent contact with the customer, understand their requirements, and personify the company.CUSTOMER SERVICE CUSTOMER SERVICE DISTR

40、IBUTION DISTRIBUTION ReplenishPlansScheduleShipmentsDistributionStrategyWarehouseDistributionShip toCustomersPlan ShipmentsProcessOrdersDeliveryResolutionInventoryPlan/DRPASNFreight SchedulesShip GuidelinesAcct Service TgtsCustomer Service Decisions & Key DocumentsCustomer Service Decisions &

41、; Key DocumentsCustomer Order Customer Status: Credit Hold, Returns PolicyShipment Schedule (Advance Ship Notice)Distribution & Customer fulfill the customer orders within very fixed parameters including, Product output, Customer allocations, and Carrier constraints. Distribution & Customer

42、Service do not manage the customer relationship; however, they have the most frequent contact with the customer, understand their requirements, and personify the company.PURCHASING PRODUCTION & DISTRIBUTION PLANNINGPRODUCTION R&D CUSTOMER SERVICE SALES DISTRIBUTION S&OPForecastPromotionP

43、lanAccountSales PlanProductionForecastAccountCallsMaterialsPlan/MPSCustomerOrdersReplenishPlansInventoryPlan/DRPScheduleShipmentsInventoryTargetsDistributionStrategyMaterialOrder/MRPReleaseMaterialsSupplierShipmentsProductionPlanProductionSchedulesProductionReceive &Inspect RMWarehouseDistributi

44、onShip toCustomersSuppliersPlanningPlan ShipmentsProcessOrdersDeliveryResolutionOrder AllocationPlanCapacityPlan NewProductsBaseForecastsProductSpecsMARKETING HENGAN BUSINESS MODEL ( FUNCTIONAL INFORMATION FLOW )HENGAN BUSINESS MODEL ( FUNCTIONAL INFORMATION FLOW )M&AENABLER LAYERS : ADMINISTATI

45、ON, FINANCE, HR, IT After collecting and Translating the slides, they will need to be put into place and automated研发部：研发部：未知领域的开拓者未知领域的开拓者 研发部源源不断的产生新想法，并将之转变为商机。它不仅是产品创造和创新以及流程改进的动因，还是市场部和和生产部实现其收益和成本目标的保证。研发部是在建立以市场为导向的持续的竞争优势中至关重要的一部分。决策及关键性文件决策及关键性文件新产品开发的技术和产品发展计划新产品开发的技术和产品发展计划新产品开发计划：产品上市计划新产

46、品开发计划：产品上市计划新流程新流程/设备的合理化设计设备的合理化设计研发预算和能力计划研发预算和能力计划产品发展方向研发部研发部 产品规格原材料研发 制造加工的能力产品概念技术发展方向可行性R&D: R&D: Explorer of uncharted territories R&D is the continuous generator of ideas that can be converted into business opportunities. R&D is the driver of product innovation, product cre

47、ation and process improvements. R&D is the enabler for Marketing and Production to achieve their performance goals in revenue and cost. R&D is a critical contributor to the development of a sustainable market driven competitive advantage.Decisions & Key DocumentsDecisions & Key Docum

48、entsNPD Technology & Product Road MapNew Product Development Plan: Product Launch CalendarNew Process / Equipment Rationalization PlanR&D Budget & Capacity PlanProd DirectionR&D R&D ProductSpecsMaterialExplorationProcessCapabilityProductConceptTech RoadmapFeasibility市场部市场部: 消费者的代

49、言人消费者的代言人基线预测基线预测计划开发新产品计划开发新产品销售及营运销售及营运预测预测促销计划促销计划市场计划市场计划产品方向历史财务计划广告计划市场部在公司业务战略计划和财务计划的发展和制订中起到了主导作用，同时对品牌和产品进行管理以实现这些业务目标。许多跨功能部门的解决方案，如产品发展方向、广告战略和业务战略的关键性文件是在市场部的促进和协助下制定的。市场部对品牌预算进行管理，对所有与消费者的沟通事宜进行审批，实施和执行销售和市场方案以及促销活动。决策及关键性文件决策及关键性文件市场计划市场计划 （年度计划日程表）（年度计划日程表）广告战略广告战略 / 创意说明创意说明产品发展方向产品

50、发展方向 （新产品概念）（新产品概念）品牌预算品牌预算 （广告、销售及促销活动）（广告、销售及促销活动）品牌资料库：预算回顾、份额、销量和预测品牌资料库：预算回顾、份额、销量和预测MARKETING: MARKETING: Ambassador of the Consumer BaseBaseForecastsForecastsPlan NewPlan NewProductsProductsS&OPS&OPForecastForecastPromotionPromotionPlanPlanMkt Mkt PlanPlanProduct DirectionHistoryFinan

51、cial PlanAdvertising PlanMarketing leads the development of strategic and financial plans for the business and manages the brand and products to meet those business objective. Marketing acts a facilitator developing cross-functional solutions including product directions, advertising strategy, and b

52、usiness calendar key documents. Marketing manages the brand budgets, approves all consumer communication, and executes sales and marketing programs and promotion events.Decisions & Key DocumentsDecisions & Key DocumentsMarketing Plan (Annual Planning Calendar)Advertising Strategy / Creative

53、BriefProduct Direction (New Product Concepts)Brand Budget (Advertising, Sales & Promotion Events)Brand Factbook: Budget Review, Share, Volume, ForecastMARKETING: MARKETING: Ambassador of the Consumer BaseBaseForecastsForecastsPlan NewPlan NewProductsProductsS&OPS&OPForecastForecastPromot

54、ionPromotionPlanPlanMkt Mkt PlanPlanProduct DirectionHistoryFinancial PlanAdvertising PlanMarketing leads the development of strategic and financial plans for the business and manages the brand and products to meet those business objective. Marketing acts a facilitator developing cross-functional so

55、lutions including product directions, advertising strategy, and business calendar key documents. Marketing manages the brand budgets, approves all consumer communication, and executes sales and marketing programs and promotion events.Decisions & Key DocumentsDecisions & Key DocumentsMarketin

56、g Plan (Annual Planning Calendar)Advertising Strategy / Creative BriefProduct Direction (New Product Concepts)Brand Budget (Advertising, Sales & Promotion Events)Brand Factbook: Budget Review, Share, Volume, Forecast销售部销售部销售及营运预测促销计划大客户销售计划客户拜访客户订单分销战略订单分配销售预测销售计划客户历史对客户的了解客户预测客户排序销售目标产品展示促销及推广计

57、划季度促销包装产品/活动排序拜访周期和演示个人护理顾问的进度表和护理手册销售部：销售部： 市场上的勇士市场上的勇士 销售部通过开发零售客户并向其推销展示公司的价值产品和服务来获取订单，并通过各种措施，如产品上市、促销支持、产品展示、推广计划以及店内促销等活动来促进销售。为了实现销量的最大化，销售部决定上述活动的先后次序和具体方式。决策及关键性文件决策及关键性文件销售计划 （年度销售日程表）季度促销一揽子计划: 推广计划，销售手册销售区域及客户责任 （拜访周期）客户手册： 产品展示、商店名单、运输历史销售预测：客户预测、销售目标的下达SALES SALES S&OPForecastPro

58、motionPlanAccountSales PlanAccountCallsCustomerOrdersDistributionStrategyOrder AllocationSales FcstSales PlanAccount HistoryAccount KnowledgeAccount ForecastsAccount PrioritiesSales QuotasPlan O GramsPromo & Merch SchdQtrly Promo PackageProduct/Event PrioritiesCall Cycles & PresentationPCC S

59、chedule & ScriptsSALES: SALES: Warrior in the Market-place Sales gets the Order by developing and selling the value-proposition the company represents to the retail customers. Sales determines the priorities and methods to maximize the companys volume through Product Launches, Promotion Support,

60、 Plan-O-Grams, Merchandising Programs, and In-Store Events and Activities.Decisions & Key DocumentsDecisions & Key DocumentsSales Plan (Annual Sales Calendar)Quarterly Promotion Package: Merch Plan, ScriptsSales Map & Account Responsibilities (Call Cycles)Account Book: Plan-O-Grams, Stor

61、e Lists, Ship HistorySales Forecast: Account Forecast, Quota Assignments销售和运营预测生产预测库存目标生产计划计划产能生产能力长期预测预测准确性服务水准生产周期装运职能产能生产和分销计划生产和分销计划: : 厂里的和尚出来平息混乱厂里的和尚出来平息混乱 P生产计划领导销售运营流程它把市场营销，销售和产品开发的计划合在一起变成一份可执行的生产计划。 计划导致生产和库存的财务信息来源并监控企业的生产频率和库存水平。 计划向资本和产能提出调整的建议。. 决策和关键文件决策和关键文件销售运营预测 (企业运营预测)工厂现时和未来生产能力库存状态报告: 频率,等待时间,安全库存生产预测和计划S&OPForecastProductionForecastInventoryTargetsProductionPlanPlanCapacityCapabilityLT FcstFcst AccuracyService LevelsProduction CycleShip GuideCapacityPRODUCTION & DIST