CHAPTER-04 ESSENTIALS OF PLANNING Dr. Gehan Shanmuganathan, (DBA) 1
Feb 25, 2016
CHAPTER-04
ESSENTIALS OF PLANNING
Dr. Gehan Shanmuganathan, (DBA)1
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BURGER KING HOLDINGS
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BURGER KING HOLDINGS Burger King CEO interviewed by Wall Street
Journal Question was on how Burger King made the
growth possible during the economic depression
Answer Value creation. E.g- $ 1 burger Targeting the market. E.g- Female and male
market
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CHAPTER OBJECTIVES
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CHAPTER OBJECTIVES Summarize the general framework for planning and
apply it to enhance your planning skills Describe the nature of business strategy Explain how business strategy is developed including
SWOT analysis Identify levels of business strategy, competitive forces,
and types of business strategies Explain the use of operating plans, policies, procedures,
and rules Present an overview of management by objectives (MBO)
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A GENERAL FRAMEWORK FOR PLANNING
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PLANNING Planning is a complex and comprehensive
process involving a series of overlapping
and interrelated elements or stages,
including strategic, tactical, and
operational
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PLANNING
Planning could be reviewed from strategic
as well as from a tactical point of view.
Planning is not bound by a time horizon
but could be related to a continuous
process
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PLANNING LEVELS
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PLANNING LEVELS
Strategic planning
Tactical planning or functional planning
Operational planning
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STRATEGIC PLANNING Firm’s overall master plan that shapes
its destiny This may involve,
Planning to set up new production plant Starting new operation in a new location Planning to cope with the demographic changes Planning to cope with business environmental
changes
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TACTICAL PLANNING Planning that translates a firm’s strategic plan into
specific goals by organizational unit. This plan also details how an organization competes within its business in the market
Middle or functional managers will be responsible in formulating and implementing the tactical plan
E.g- market share, net profit, new product development, market development, quality levels
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OPERATIONAL PLANNING
The planning that requires specific
procedures and actions at lower levels in an
organization
Operational planning should support tactical
planning
E.g- achieving day’s targets
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A FRAMEWORK FOR PLANNING
A FRAMEWORK FOR PLANNING Define the present situation
Establish goals and objectives
Analyze environment in terms of aids and barriers To goals and objectives
Implement the plan
Develop budgets
Develop action plan to reach goals and objectives
Control the plan
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DEFINE THE PRESENT SITUATION Need to know “where we are now? Is critical in
establishing the new goals Defining the present situation includes
measuring success and examining internal capabilities and external threats
Discuss how Harley-Davidson became successful identifying the aging population (median age 35 in 1987)
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ESTABLISH GOALS AND OBJECTIVES The second step in planning is to establish goals
and identify objectives that contribute to the attainment of goals
Goals are broader than objectives- discuss…
Discuss how Harley-Davidson set the goal to cater to gender-neutral market ( male and female)
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ANALYZE THE ENVIRONMENT TO FORECAST AIDS AND BARRIERS TO GOALS AND OBJECTIVES
The planner needs to analyze the internal and external factors either foster or hinder the attainment of the goals
E.g- The brand equity (rebellious image) of Harley-Davidson is the main internal strength of the company to attain the set goal
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Business Environment
Internal Environment External Environment
Micro Environment
Macro Environment
Customers, Distributors, Suppliers & Competitors
PESTEEL Factors
5 M’s 7 S’s
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DEVELOP ACTION PLANS TO REACH GOALS AND OBJECTIVES Goals and objectives are only wishful
thinking until action plans are drawn Action plan the specific steps necessary to
achieve a goal or an objective
E.g- advertising campaigns, sales targets, sales promotions, and so on
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DEVELOP BUDGETS Planning requires money to implement
Types of budgets Advertising budget HR budget Production budget Sales budget
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IMPLEMENTING THE PLAN The plan needs to be put into action
CONTROL THE PLAN Standard setting
Objectives, goals Performance measurements
Quality, quantity and cost Budgets, variances
Performance diagnosis Gap analysis through performance measurements
Taking corrective actions (if required) Environmental changes Internal problems
CONTINGENCY PLANNING An alternative plan to be used if the
original plan cannot be implemented or a crisis developed
Planning for things might happen Change of market structure due to competitor
activity New Product Development of competitor
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THE NATURE OF BUSINESS STRATEGY
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STRATEGY
The organization’s plan or comprehensive program, for achieving its vision, mission, and goals in its environment
It is an integrated overall concept and plan of how the organization will achieve its goals and objectives
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STRATEGY INVOLVES MORE THAN OPERATIONAL EFFECTIVENESS
Strategy leads to sustainable growth
E.g- downsizing leads to operational efficiency whereas strategy leads to sustainable growth
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STRATEGY REST ON UNIQUE ACTIVITIES
Competitive strategy means deliberately
choosing a different set of activities to deliver
a unique value
E.g- Southwest Airlines low cost
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A SUSTAINABLE STRATEGIC POSITION REQUIRES TRADE-OFFS Strategy helps to trade-off the strategic
position
E.g- internet marketing trades-off traditional marketing with sales associates interactions
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FIT DRIVES BOTH COMPETITIVE ADVANTAGE AND SUSTAINABILITY Strategy makes the company activities fit
and support each other to form an effective system
E.g- Bic company offers low priced ball-point pens through all the distribution channels to cover whole market (retail, commercial, and promotional)
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THE DEVELOPMENT OF BUSINESS STRATEGY
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VISION- DREAM
An idealized picture of the future of an organization- “what do we want to be”
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MISSION- PURPOSE The firm’s purpose and where it fits into the
world
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STRATEGY DEVELOPMENT
Gathering multiple inputs to formulate strategy
Strategists need to gather inputs from all the
possible sources to formulate the final strategy
Analyzing realities of the business situation Strategists need to analyze the realities of the
business situation using pragmatic and quantitative
techniques
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SWOT ANALYSIS
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SWOT ANALYSIS
A method of considering the strengths,
weaknesses, opportunities, and threats in a
given situation
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SWOT ANALYSIS
Strengths Weaknesses
Opportunities Threats
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LEVELS OF STRATEGY, COMPETITIVE FORCES, AND TYPES OF STRATEGIES
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LEVELS OF BUSINESS STRATEGIES
Corporate level strategy- consider the
company direction
Business level strategy- consider how to
compete
Functional level strategy- considers how
to support the business level strategy
FIVE COMPETITIVE FORCES (PORTER 5 FORCE ANALYSIS)
Bargaining Power ofSuppliers
Bargaining Power of
Customers
Threat ofSubstitution
Threat of newEntry
IndustryRivalry
Threat of new entrants can be reduced based on barriers to entry. These would be
Economies of scale - Product differentiation –
Capital requirements – Switching Costs – Access to distribution channels –
COMPETITIVE FORCES THREAT OF NEW ENTRANTS
When organizations in an industry are faced with threats from substitute products, they are likely to find demand for their products are relatively sensitive to price
COMPETITIVE FORCES2. THREAT OF SUBSTITUTE PRODUCTS
Whether the customers purchase a substantial proportion of the total sales of the producer
Whether the customer purchase from the industry, represents a large or small proportion of the customer’s total purchases.
Whether switching costs are high or low
Whether the products are branded or unbranded
COMPETITIVE FORCES3. BARGAINING POWER OF CUSTOMERS
The number of suppliers in the industry
The importance of the suppliers products to the firm
Whether the supplier has a differentiated product
Whether the switching cost of the customers are high
COMPETITIVE FORCES4. BARGAINING POWER OF SUPPLIERS
Whether there is a large number of equally balanced competitors
The rate of growth in the industry – when the market growth is slow companies tends to grab share from each other intensifying competition.
Whether buyers can switch easily from one supplier to another.
Capacity and unit cost of each competitor
COMPETITIVE FORCES5. RRIVALRY AMONGST CURRENT COMPETITORS IN THE INDUSTRY
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TYPES OF BUSINESS STRATEGIES Corporate level strategies
Strategic alliance Diversification Sticking to core competencies
Business level strategies Product differentiation Focus or niche Cost leadership
Functional level strategies Find and retain best people High speed or timely service
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OPERATING PLANS, POLICIES, PROCEDURES, AND RULES
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OPERATING PLANS, POLICIES, PROCEDURES, AND RULES Operating plans
The means through which strategic plans alter the destiny of the firm
Policies General guidance to follow in making decisions and
taking actions Procedures
A customary method for handling an activity. It guides action rather than thinking
Rules A specific course of action or conduct that must be
followed. It is simplest type of plan
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MANAGEMENT BY OBJECTIVES (MBO)
MANAGEMENT BY OBJECTIVES (MBO) Management by Objectives (MBO)
A style of management which attempts to relate organizational goals to individual performance and development through the involvement of all levels of management.
The underlying basis is Setting the objectives and targets Participation by individual managers in agreeing
unit objectives and criteria for performance Continual review and appraisal of results
MANAGEMENT BY OBJECTIVES (MBO) Evaluation of MBO
Identifies problem areas in hindering the goals Improves management control information and
performance Leads to a sound organization structure Identifies where changes are needed, seeks
continual improvement of results Identifies training needs Improves Appraisal systems Improves communication and interpersonal
relationships Encourages motivation to improve individual
performance. Limitations ?
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WRITE FIVE KEY THINGS (AREAS) THAT YOU CAN CRITICALLY REMEMBER IN TODAY’S DISCUSSION
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WHAT WE DISCUSSED TODAY?
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WHAT WE DISCUSSED TODAY…….. Summarize the general framework for planning and
apply it to enhance your planning skills Describe the nature of business strategy Explain how business strategy is developed including
SWOT analysis Identify levels of business strategy, competitive forces,
and types of business strategies Explain the use of operating plans, policies, procedures,
and rules Present an overview of management by objectives (MBO)
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QUESTIONS……. SHARE ACTUALLY MARKETING PLAN…..
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WEEKLY ASSIGNMENT- 04
“How can you use the information
in this chapter to help you achieve
your career and personal goals”.
Discuss.