策略管理问题课件

WorkshopwithSFAGMAgribusinessTrainingProgramJuly2005StrategicManagementIssues

ValueAddedStrategyfor

AlbertaAgri-Food策略管理问题艾伯塔农业食品增值策略

1July2005WorkshopwithStrategicManagem“EverythingIneedtoknow

Ilearnedonmyparent’sdairyfarm.”所有我需要知道我从我父母的牛奶农产学到了2July2005“EverythingIneedtoknow

I

Management….?

管理？3July2005Management….?

管理？3July2005

Consulting….?

咨询？4July2005Consulting….?

咨询？4July2005

You’reintheknowledgebusinessifyoucan’texplaintoyourMotherwhatyoudo!!?如果你不能向你妈妈解释你在做什么那你只有商业知识NancyBrown-Addison5July2005You’reintheknowledgebusin1977-2005:TheEvolutionofStrategy1997-2005：策略进化MWBAOneMinuteManager一分钟管理TotalQualityManagement全部质量管理ThrivingonChaos!混乱的繁荣MarketingWarfare市场战争JustinTime正好及时TheVirtualOrganization有效的组织6July20051977-2005:TheEvolutionofStTheEvolutionofStrategywithinAgriculture农业策略进化Production–moreand/orbetter生产－更多和／或更好EfficienciesandLoweringCosts效率和低成本MarketingandTrade市场和贸易DevelopingValueAddedEnterprises发展增值企业FoodProcessing食品加工IndustrialUses工业用途InnovationandNewUses创新和新用途Nutraceuticals营养物Highvaluedindustrialapplications–finechemicals;plastics;高价值的工业用途－－精细化工，塑料7July2005TheEvolutionofStrategywithItallcomesdownto3basicquestions!全部归结为三个问题1. Sowhat?那又怎么？2. Whocares?谁关心3. What’sinforme?什么是为我的？8July2005Itallcomesdownto3basicqStrategicManagementIssues:策略管理问题Therearetwomajorcategories:有两个主要分类TechnicalIssues:技术问题agronomy,nutrientmanagement,nutrition,financial,marketresearch,communications,informationtechnology农艺学，营养管理，营养，财政，市场研究，交流，信息技术DirectionalIssues方向问题Emergingand/ornewmarkets;evaluatingchoices;feasibility;businessplanning,facilitation显现的和／或新的市场，评估选择，可行性，商业计划，简易化9July2005StrategicManagementIssues:策SowhatdidIlearnonmyparentsdairyfarm?我从我父母的牛奶农场学到了什么？Thereisnosubstituteforhardwork!没有什么是努力工作的替代品Youonlygetoutwhatyouputin.你只会得到你付出的Themoreyoulookafteryourmostproductiveassets,themoreyougetback!你越照看你最多的生产资产，你就得到越多Don’tbesomethingyou‘renot!不要成为你不是的人10July2005SowhatdidIlearnonmypareMypersonaltrainingground我个人训练范围MarketResearch–市场研究qualitative&quantitative质量的和数量的ProgramEvaluation项目评估MarketingPlanning市场计划MarketingCommunications市场交流SalesandMarketingManagement少收和市场管理StrategicPlanning策略计划11July2005Mypersonaltrainingground我个人Somemoregemstoconsider!一些更多的精华去考虑12July2005Somemoregemstoconsider!一些更“Therearenoanswers

…….justquestions!!!”

JackKerouac没有答案,只有问题13July2005“Therearenoanswers

…….just“Theheightofhumanwisdomis

thatweknownothing.”

LeoTolstoy人类智慧的高度是我们什么都不知道14July2005“Theheightofhumanwisdomi

ChangingCourse!改变课程TheValueAddedStrategyfortheAlbertaAgri-FoodSector艾伯塔农业食品部门增值策略15July2005

ChangingCourse!改变课程TheValueBackground:背景Alberta–largelandbase,lowpopulation艾伯塔—大量土地,人口少Historically–producersofgrains,oilseeds,feedercattle历史上就是谷物,油种子的生产者和牛饲养者Changesintransportationpolicies–significantimpactonproductioneconomics改变交通政策---对生产经济有明显影响RatioofValueAddedtoFarmProduction–1:1增值对农场生产的比例Strongsenseofnewopportunity强烈的感觉新机遇16July2005Background:背景Alberta–largel17July200517July2005Trends:趋势Stronggrowthinconsumerorientedfoodproducts以消费者为导向的食品产品增长GrowthinAsia–willleadtheworld亚洲增长—将会领导世界Growingconcernswithenvironment,foodsafety,foodsforhealth考虑到环境,食品安全,食品健康的增长Strategicalliances,supplychainmanagementwillbecriticalforgrowth策略联盟,供应链管理将对发展很重要Traditionalsitingfactorsdeclininginimportance–insteadR&D;technology;skilledpersonnel,marketdistribution传统的引用因素在重要性方面下降–大体的是研发,技术,技术人员,市场分配18July2005Trends:趋势StronggrowthinconsComparativeModels:相对模型Ontario(Canada)安大略(即拿大)USA美国UnitedKingdom英国Netherlands荷兰Denmark丹麦19July2005ComparativeModels:相对模型19JulyTheAlbertaPosition:艾伯塔的位置Costcompetitive–grains,oilseeds,livestock成品竞争—谷类,油种子,牲畜Limitedresearch&development有限的研究和发展Distanttomarket与市场有距离MarketingStructures–strongcommodityorientation市场结构—强烈的商品导向Majorityofprogramsandresourcesdirectedtoproduction大多数项目和自然都指向生产20July2005TheAlbertaPosition:艾伯塔的位置CosConclusion:结论“Thedemandforagri-foodandfibreproductsischangingrapidly….unlessAlbertaembarksonadifferentstrategyfromwhatiscurrentlyinplace,itrunstheriskoffallingbehindasasupplierofvalueaddedproducts.”对农业食品和纤维产品的需要变化很快…除非艾伯塔从现在现存的着手不同的策略,将来有危险会落在增值产品提供者的后面21July2005Conclusion:结论“ThedemandforRecommendations:推荐StrategicInitiative1:策略主动1

CreateandFosteraValueAddedCulture创造和促进增值文化StrategicInitiative2:策略主动2

EstablishAlbertaasaKnowledgeandInnovation

Centreforselectednewuses建立艾伯塔为一个新用途的知识和创新中心StrategicInitiative3:策略主动3

Developnewmarketingsystems(valuechains)发展新市场系统(价值链)22July2005Recommendations:推荐StrategicInTheVision:景象“Albertawillbeamajorsourceofhighquality,safe,differentiatedfoodproductssuppliedbyfoodproducerswhoaredynamic,customerfocusedandpartofmanagedsupplychainsintostrategicmarkets. Albertawillalsobeakeysourceofnewusesforfoodandfibreandbeknownasacentreofknowledgeandexpertiseinselectedareas.艾伯塔将会成为高质量,安全,多种食品产品的中心,由动态的,关注消费者的,是策略市场管理供应链一部分的生产者提供

Finally,Albertawillbecharacterizedbyahighlevelofco-operationacrossallstakeholders….”最终,艾伯塔将成为众多成员中的高水平的合作者23July2005TheVision:景象“AlbertawillbeGuidingPrinciples:指导原则Buildonstrengths建立实力Cereals,oilseeds,beef,pork谷类食物,油种子,牛肉,猪肉GatewaytothePacificRim太平洋边缘的大门Amarketdrivenfocus市场驱动关注RecognizedResearch&DevelopmentExcellence承认的然就和发展优秀FormationofSupply(ValueChains)供给形成(价值链)Focusonqualityandfoodsafety关注质量和食品安全Commitmenttotraining许诺训练Beneficiarypays受惠人支付24July2005GuidingPrinciples:指导原则BuildoTheStrategy:策略FormationofAlbertaValueAddedCorporation(AVAC)艾伯塔增值企业的形成FoodandFeedCentre食品和饲料中心NewUsesCentre新应用中心SpecialServices特别服务BusinessDevelopment商业发展SupplyChainManagement供给链管理Training训练Financialservices金融服务25July2005TheStrategy:策略FormationofAl8YearsLater8年后Results:结果AVAC–formedin1997andnowamajorinvestorinagri-valueAVAC—于1997年形成,现在是农业价值AVAC的主要投资者ValueChainInitiative–formedin1998–hostofmajorinternationalconference价值链动力—1998年形成,--主要国际会议的招待机构26July20058YearsLater8年后Results:结果26Ju8YearsLater8年后Results:结果SeveralMajorResearch&DevelopmentInitiatives几个主要研究和发展动力IFASALipidResearchUtilizationProgram脂类研究利用项目Agri-foodDiscoveryPlace农业食品发现FoodProcessingDevelopmentCentre–majorexpansion食品加工发展中心—主要扩展AlbertaEnvironmentalFarmPlanCompany艾伯塔环境农业计划公司27July20058YearsLater8年后Results:结果27JuButalsounexpectedsetbacks:但是还有意料外的腿部BSECrisis–amajorsetback!疯牛病危机—主要退步HogIndustry–threemajorpricetroughs;countervailthreats养猪业—三个主要价格槽;补偿危险USFarmBill–lowgrainprices美国农场法案—低谷类价格ContinuedIndustryconsolidation持续工业合并Numerousmarketfailures无数市场失败Drought!Flooding!Etc!!干旱!洪灾!等等!28July2005Butalsounexpectedsetbacks:但Conclusions:结论Issuesaremanyandcomplex事件多种且复杂Askmanyquestions问许多问题Understandthebigpicture理解大背景Understandyourownstrengthsandweaknesses理解你自己的长处和短处Developguidingprinciplesandpriorities发展指导方针和优先权Focus,focus,focus聚焦Strategicplanningtakesalotofhardwork策略计划需要许多努力工作29July2005Conclusions:结论IssuesaremanyAFinalThought最后的想法“Ajourneyof1000milesalwaysbeginswiththefirststep…”1000英里的路程从第一步开始AncientChineseProverb(Justmakesureyourfeetarepointedintherightdirection!!)(只要明确你的脚指向对的方向)30July2005AFinalThought最后的想法30July200WorkshopwithSFAGMAgribusinessTrainingProgramJuly2005StrategicManagementIssues

ValueAddedStrategyfor

AlbertaAgri-Food策略管理问题艾伯塔农业食品增值策略

31July2005WorkshopwithStrategicManagem“EverythingIneedtoknow

Ilearnedonmyparent’sdairyfarm.”所有我需要知道我从我父母的牛奶农产学到了32July2005“EverythingIneedtoknow

I

Management….?

管理？33July2005Management….?

管理？3July2005

Consulting….?

咨询？34July2005Consulting….?

咨询？4July2005

You’reintheknowledgebusinessifyoucan’texplaintoyourMotherwhatyoudo!!?如果你不能向你妈妈解释你在做什么那你只有商业知识NancyBrown-Addison35July2005You’reintheknowledgebusin1977-2005:TheEvolutionofStrategy1997-2005：策略进化MWBAOneMinuteManager一分钟管理TotalQualityManagement全部质量管理ThrivingonChaos!混乱的繁荣MarketingWarfare市场战争JustinTime正好及时TheVirtualOrganization有效的组织36July20051977-2005:TheEvolutionofStTheEvolutionofStrategywithinAgriculture农业策略进化Production–moreand/orbetter生产－更多和／或更好EfficienciesandLoweringCosts效率和低成本MarketingandTrade市场和贸易DevelopingValueAddedEnterprises发展增值企业FoodProcessing食品加工IndustrialUses工业用途InnovationandNewUses创新和新用途Nutraceuticals营养物Highvaluedindustrialapplications–finechemicals;plastics;高价值的工业用途－－精细化工，塑料37July2005TheEvolutionofStrategywithItallcomesdownto3basicquestions!全部归结为三个问题1. Sowhat?那又怎么？2. Whocares?谁关心3. What’sinforme?什么是为我的？38July2005Itallcomesdownto3basicqStrategicManagementIssues:策略管理问题Therearetwomajorcategories:有两个主要分类TechnicalIssues:技术问题agronomy,nutrientmanagement,nutrition,financial,marketresearch,communications,informationtechnology农艺学，营养管理，营养，财政，市场研究，交流，信息技术DirectionalIssues方向问题Emergingand/ornewmarkets;evaluatingchoices;feasibility;businessplanning,facilitation显现的和／或新的市场，评估选择，可行性，商业计划，简易化39July2005StrategicManagementIssues:策SowhatdidIlearnonmyparentsdairyfarm?我从我父母的牛奶农场学到了什么？Thereisnosubstituteforhardwork!没有什么是努力工作的替代品Youonlygetoutwhatyouputin.你只会得到你付出的Themoreyoulookafteryourmostproductiveassets,themoreyougetback!你越照看你最多的生产资产，你就得到越多Don’tbesomethingyou‘renot!不要成为你不是的人40July2005SowhatdidIlearnonmypareMypersonaltrainingground我个人训练范围MarketResearch–市场研究qualitative&quantitative质量的和数量的ProgramEvaluation项目评估MarketingPlanning市场计划MarketingCommunications市场交流SalesandMarketingManagement少收和市场管理StrategicPlanning策略计划41July2005Mypersonaltrainingground我个人Somemoregemstoconsider!一些更多的精华去考虑42July2005Somemoregemstoconsider!一些更“Therearenoanswers

…….justquestions!!!”

JackKerouac没有答案,只有问题43July2005“Therearenoanswers

…….just“Theheightofhumanwisdomis

thatweknownothing.”

LeoTolstoy人类智慧的高度是我们什么都不知道44July2005“Theheightofhumanwisdomi

ChangingCourse!改变课程TheValueAddedStrategyfortheAlbertaAgri-FoodSector艾伯塔农业食品部门增值策略45July2005

ChangingCourse!改变课程TheValueBackground:背景Alberta–largelandbase,lowpopulation艾伯塔—大量土地,人口少Historically–producersofgrains,oilseeds,feedercattle历史上就是谷物,油种子的生产者和牛饲养者Changesintransportationpolicies–significantimpactonproductioneconomics改变交通政策---对生产经济有明显影响RatioofValueAddedtoFarmProduction–1:1增值对农场生产的比例Strongsenseofnewopportunity强烈的感觉新机遇46July2005Background:背景Alberta–largel47July200517July2005Trends:趋势Stronggrowthinconsumerorientedfoodproducts以消费者为导向的食品产品增长GrowthinAsia–willleadtheworld亚洲增长—将会领导世界Growingconcernswithenvironment,foodsafety,foodsforhealth考虑到环境,食品安全,食品健康的增长Strategicalliances,supplychainmanagementwillbecriticalforgrowth策略联盟,供应链管理将对发展很重要Traditionalsitingfactorsdeclininginimportance–insteadR&D;technology;skilledpersonnel,marketdistribution传统的引用因素在重要性方面下降–大体的是研发,技术,技术人员,市场分配48July2005Trends:趋势StronggrowthinconsComparativeModels:相对模型Ontario(Canada)安大略(即拿大)USA美国UnitedKingdom英国Netherlands荷兰Denmark丹麦49July2005ComparativeModels:相对模型19JulyTheAlbertaPosition:艾伯塔的位置Costcompetitive–grains,oilseeds,livestock成品竞争—谷类,油种子,牲畜Limitedresearch&development有限的研究和发展Distanttomarket与市场有距离MarketingStructures–strongcommodityorientation市场结构—强烈的商品导向Majorityofprogramsandresourcesdirectedtoproduction大多数项目和自然都指向生产50July2005TheAlbertaPosition:艾伯塔的位置CosConclusion:结论“Thedemandforagri-foodandfibreproductsischangingrapidly….unlessAlbertaembarksonadifferentstrategyfromwhatiscurrentlyinplace,itrunstheriskoffallingbehindasasupplierofvalueaddedproducts.”对农业食品和纤维产品的需要变化很快…除非艾伯塔从现在现存的着手不同的策略,将来有危险会落在增值产品提供者的后面51July2005Conclusion:结论“ThedemandforRecommendations:推荐StrategicInitiative1:策略主动1

CreateandFosteraValueAddedCulture创造和促进增值文化StrategicInitiative2:策略主动2

EstablishAlbertaasaKnowledgeandInnovation

Centreforselectednewuses建立艾伯塔为一个新用途的知识和创新中心StrategicInitiative3:策略主动3

Developnewmarketingsystems(valuechains)发展新市场系统(价值链)52July2005Recommendations:推荐StrategicInTheVision:景象“Albertawillbeamajorsourceofhighquality,safe,differentiatedfoodproductssuppliedbyfoodproducerswhoaredynamic,customerfocusedandpartofmanagedsupplychainsintostrategicmarkets. Albertawillalsobeakeysourceofnewusesforfoodandfibreandbeknownasacentreofknowledgeandexpertiseinselectedareas.艾伯塔将会成为高质量,安全,多种食品产品的中心,由动态的,关注消费者的,是策略市场管理供应链一部分的生产者提供

Finally,Albertawillbecharacterizedbyahighlevelofco-operationacrossallstakeholders….”最终,艾伯塔将成为众多成员中的高水平的合作者53July2005TheVision:景象“AlbertawillbeGuidingPrinciples:指导原则Buildonstrengths建立实力Cereals,oilseeds,beef,pork谷类食物,油种子,牛肉,猪肉GatewaytothePacificRim太平洋边缘的大门Amarketdrivenfocus市场驱动关注RecognizedResearch&DevelopmentExcellence承认的然就和发展优秀FormationofSupply(ValueChains)供给形成(价值链)Focusonqualityandfoodsafety关注质量和食品安全Commitmenttotraining许诺训练Beneficiarypays受惠人支付54July2005GuidingPrinciples:指导原则BuildoTheStrategy:策略FormationofAlbertaValueAddedCorporation(AVAC)艾伯塔增值企业的形成FoodandFeedCentre食品和饲料中心NewUsesCentre新应用中心SpecialServices特别服务BusinessDevelopment商业发展SupplyChainManagement供给链管理Training训练Financialservices金融服务55July2005TheStrategy:策略