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How To Best Meet Your Mission
Presented
to the
Association for Progressive Communication
October 15 16, 1998
by
Charles P. Sitkin, Consultant
in affiliation with CarnegieMellon University
Outline of Presentation
■ Evolution of Management Concerns
■ Strategic Planning
■ The Mission
■ Strategic Excellence Positions
■ Goals and Objectives
■ Action Plans
■ Operating Plan and Budget
■ Results Management
Integrated Planning Process
RESULTS
STRATEGIC PLAN OPERATIONAL PLAN MANAGEMENT
■ Business Plan
Normally prepared to acquire financing
■ Operational Plan
Identifies specific results to be accomplished within a
given time period
■ Budget
Expresses operational plan in financial terms
■ Strategic Plan
Identifies the basic concept and direction of an
organization
Strategic Planning Process
Strategy
Regulations
Mission
and
Statement
Laws Action Annual
Strategy
Plans Budget
Issues Strategy
“Next I believe that the most important single factor in corporate success
is faithful adherence to those beliefs...
“And, finally I believe if an organization is to meet the challenge of a
changing world, it must be prepared to change everything about itself
except those beliefs as it moves through corporate life.”
Thomas Watson, Jr.
The Mission
■ Purpose
■ Values
Mission
Shared purposes provide FOCUS by
driving strategy.
Shared values provide CONTROL by
guiding execution.
Example Mission Statements
Bread Machine Industry Association
The mission of the BMIA is to expand and promote
the longterm growth and use of all aspects of the
bread machine industry for the mutual benefit of our
members and consumers.
Freehold Actors’ Studio & Lab
The mission of Freehold is to deepen the
transformational power of theatre to inspire through
education, experimentation, and performance.
Strategic Excellence Positions
Strategic Excellence Positions
Without focus
Strategic Excellence Positions
Strategic Excellence Positions
Strategic success means to achieve better and more stable results than
the competition. Achieving that requires superior competence, or the
ability to excel, in a set of distinctive capabilities which have special value
to a particular part of the marketplace.
Note that excellence by itself is not enough. It must be excellence in
areas of strategic significance, i.e., that determine the outcome of
competition in the marketplace.
That strategic excellence then forms the basis for the organization to
achieve better results than the competition. In this sense it is a position
which the organization “occupies” from which follows strategic success.
Strategic Excellence Positions
Company SEP
Honda Quality
Gillette Innovation
Rolls Royce Status/Prestige
Microsoft Integration
APC Nodes ?
SEP Example
BMIA Example
■ Provide for the Unified Presence of the
bread machine industry category in its
marketplace
■ Provide for intraindustry communications
within the bread machine industry.
Goals
Goals
■ Define the key areas in which to expect
strategic results and what is expected.
■ Not measurable as stated, but contain factors
that will be measurable as Objectives.
■ With Mission and SEPs determine what
Objectives should be selected.
Objectives
Objectives
■ Statement of measurable results.
■ Tied to Goals, provide the basis for operational
planning and budgeting.
■ Four general characteristics:
■ Starts with the word “To”
■ Specifies a single measurable result
■ Specifies a target date or time span for Completion
■ Must be realistic and attainable, but represents a
significant challenge.
Goal and Objectives Example
Goal One
Educate consumers about the benefits of bread machines, facilitate
their purchase decisions, and encourage usage.
Objectives
1.1 To create a media kit for distribution to key newspapers,
magazines, and the 1997 Housewares Show by January 10, 1997.
1.3 To host a New York City magazine editors event "Coming Out
Party" for all new bread machine products (members Only) by June 30, 1997.
1.4 To explore partnerships with like minded industry associations for
the purpose of producing a jointly sponsored media campaign in 1997.
1.6 To evaluate and report on the possibility of a BMIA web page by
August 31, 1997.
Three Classes of Objectives
Innovative
Problem Solving
Regular/Routine
Action Plans
Action Plans
■ Specify steps or actions required to attain an objective.
■ Designate who will be held accountable for seeing the
each step or action is completed.
■ Define when these steps or actions will be carried out.
■ Define resources needed to be allocated in order to
carry out the required steps or actions.
■ Define feedback mechanisms needed to monitor
progress within each action step.
Action Plan
Project Title
Objective:
RESULTS
STRATEGIC PLAN OPERATIONAL PLAN MANAGEMENT
Strategy
Laws and
Mission
Regulations Annual
Objectives
Statement
Action
Goals
Vision
Strategy Ops
Plans Plan &
Budget
Issues Strategy
Iss
ue
s A
na
Ke ly sis
y R
es
ul
Pe t
r fo
Ar
e
rm as
an
Ob ce
jec In
di
tiv ca
es to
Ac rs
t io
n
P lan
Bu s
dg
Operational Planning Framework
et
s
Operational Objectives
■ Statements of measurable results to be
accomplished within the time frame of the operational
plan.
■ Standards of performance related to financial and
operating results that can be tracked on a regular
basis.
Budgeting
■ Determine the level of financial resources required to
achieve the operational plan’s objectives.
■ Allocate available financial resources to ensure their
optimum use in achieving the plan’s objectives.
■ Control the use of available resources to ensure the
achievement of plan objectives.
Budgeting Problems
■ Budgets can grow to be so complex that they
become expensive, cumbersome, and even
meaningless
■ Budget objectives may come to supersede enterprise
objectives—budgets should be considered a tool, not
an end in themselves. Enterprise goals should
supersede business unit plans
■ Budgets may contribute to inefficiencies by continuing
initial expenditures without proper evaluation
■ Budgets as a pressure device defeat their basic
purpose
Results Management
Integrated Planning Process
RESULTS
STRATEGIC PLAN OPERATIONAL PLAN MANAGEMENT
■ Control Systems
■ Management Reports
■ Organizational results
■ Individual Results
■ Corrective Action
■ Reward System
“I believe the real difference between success and failure in a corporation
can very often be traced to the question of how well the organization
brings out the great energies and talents of its people. What does it do
to help these people find common cause with each other? And how can
it sustain this common cause and sense of direction through the many
changes which take place from one generation to another...”
“The basic philosophy, spirit, and drive of an organization have far more
to do with its relative achievements than do technological or economic
resources, organizational structure, innovation, and timing. All these
things weigh heavily in success. But they are, I think, transcended by
how strongly the people in the organization believe in its basic precepts
and faithfully they carry them out.”
Thomas Watson, Jr.
Supporting Discussions
Issues Analyses
Steps in Operational Analysis
1. Identify Issues
2. Prioritize Issues
3. Analyze Issues
4. Summarize Issues
Major Conclusions
Alternative Courses of Action
Identify Issues
■ Most critical issues facing the business unit, what might be
their impact.
■ Issues likely to have greatest effect on profitability.
■ Issues likely to have greatest effect on longterm success
of the business unit.
■ What changes have taken/will take place effecting the
business units performance in the coming year.
■ What crossfunctional problems or opportunities are likely
to have impact on the business unit’s performance.
■ What are major impediments to conforming to your
Mission.
Analyze Issues
■ What is the Issue.
■ What data/information is available (or needed) to
resolve the issue.
■ What appear to be the factors causing this to be an
issue for the organization.
■ What types of results are needed in this area.
Key Result Areas
Key Result Areas Guidelines
■ Those 4 to 6 major areas wherein performance is
essential during the coming year.
■ Include both financial and nonfinancial areas.
■ Will not cover the entire organization—will
identify the critical few areas where priority
efforts should be directed.
■ Most will require crossfunctional effort.
■ Each will be limited, generally, to 2 or 3 words
and will not be measurable as stated, but will
contain factors that could be measurable.
Indicators of Performance
■ Measurable factors, falling logically within a
given key result area, on which objectives
may be set.
■ May be hard numbers, percentages,
significant achievements, or problems to be
overcome.
■ Identify what will be measured, not how much or in
which direction.
■ Represent factors that can be measured on an
ongoing basis.
Example Indicators of Performance
Key Results Areas Indicators of Performance
■ Return/ Profit ■ Return on Revenue
Donations to Sales Ratio
Net profit
■ Productivity ■ $ sales per employee
Units produced/month
■ People development ■ Percent ethnic hire
Days of training/employee
■ Market penetration ■ Percent of market share
Percent growth by product
Strategies
Competitive Intensity
Strategic Implementation
■ Direct Means
■ Indirect Means
■ Time Related Aspects.
Direct Means
■ Action Plans and Project Plans
■ Procedures/Management Systems
■ Planning and Budgeting
■ Management Information Systems
■ Organizational Structure.
Indirect Means
■ Communication
■ Symbolic Actions
■ Institutionalizing Actions
■ Fostering Innovation
■ Corporate Culture.
Time Related Aspects
■ Research and Development
■ Manufacturing Life Cycle
■ Marketing Cycle
■ Economic Trends
■ Competition.
Strategic Plan Outline
■ Executive Summary
■ Current Situation and Vision
■ Critical Issues
■ Mission
■ Strategic Excellence Positions
■ Goals and Objectives
■ Action Plans
Operational Plan Content
I. Executive Summary
II. Business Unit Description
III. Product and Services
IV. Operational Analysis: Issues and Conclusions
V. Key Result Areas & Indicators of Performance
VI. Operational Objectives
VII. Action Plans
VIII. Budgets
IX. Plan Implementation and Review Schedule
Appendices