企业战略发展规划

目的 Objectives
在各关键结果领域想要实现的结果的总体定义，通常 时间跨度为数年。说明的是广泛的结果，而非行动。 每个关键结果领域必须具有至少一项源于使命陈述的 明确目标。多数关键结果领域具有三到六个目标。 Overall definitions of what is to be achieved in each Key Result Area , typically over several years. Describes abroad outcome , not an action. Each KRA must have at least one stated objective that is derived from the mission statement. Most KRAs will have between three and six objectives.
行动方案 Action Plans
规定出实现一项目的所必须采取的具体行动或 步骤。与目标不同的是，行动方案不是以方向 为导向；而是由一个或多个人执行的活动。 Specify the particular activities or steps that must be performed to achieve a goal. Unlike goals, action plans are not direction-oriented; they are activities that are performed by one or more people.
目标 Goals
现实、有时限并且可测量的细化性目标，具体 职责分配给具体个人（通常是经理或部门主 管）。界定一项结果的范围与时限。每项目的 应具有一个到多个目标。 Realistic,time-dated and measurable subobjectives,the responsibility for which is assigned to a specific individual (usually a manager or department head).Defines scope and timing of an outcome. Each objective should have one or more goals.
星巴克的企业概念 Starbucks Business Concept
星巴克零售业务向第一层次和第二层次客户提供全面、优质的咖啡体 验。实现这一点是通过广泛的创新，以及在以下方面为特定客户需求 定制的灵活商业概念。 Starbucks retail operations is in the business of providing a total, quality coffee experience to a TierⅠand TierⅡ customer. This is accomplished through a range of innovative, flexible business concepts tailored to the given customer’s needs in terms of: 外带(快速、便捷);Take-out(fast, convenient); 咖啡馆(食品、软饮;座位与氛围); Cafe (food & beverage; seating and atmosphere); 零售(全咖啡豆与免费赠送的商品，以建立品牌资产)。 Retail (whole bean and complimentary merchandise offerings to build brand equity)
SMART目标 SMART Goals
S 具体结果 Specific Outcome M 可测量/可量化 Measurable/ Quantifiable A 可问责/可实现 Accountable/Achievable R 结果导向性以及现实可行性 Results-Oriented and Realistic T 时限性Time-Dated
Βιβλιοθήκη Baidu
20亿 + 2000家门店 = 2000年 亿 家门店 年 2 Billion + 2000 Stores = 2000
星巴克的核心战略 Starbucks Core Strategy
重新定义咖啡馆性质，并“全面覆盖”美国。 Redefine the nature of the coffee cafe and “blanket” the U.S. 运用我们在零售业的优势地位，成为咖啡业的 可口可乐。 Use our dominance in retail be become the Coca-Cola of coffee.
企业基础 Business Foundation
商业概念：对公司所处业务领域的广义陈述 Business Concept：A broad statement of what business the firm is in. 战略使命：对组织在规划期末想要实现的目标的广义、可测 陈述。 Strategic Mission: A broad,measurable statement of what the organization wants to become at the end of the planning period. 核心战略：组织在其选定市场上如何进行竞争的总体概念。 Core Strategy: The overall concept of how the organization will compete in its chosen market.
99美分店范例 Sample from 99￠ Only Stores
目的:提高店铺的劳动生产率 Objective: Improve store labor productivity 目标：08年9月30日前，与埃森哲公司合作制定和实施店铺员工工程 Goal: Develop and implement store labor engineering project with Accenture by 9/30/08 行动步骤： Action Steps: -08年7月20日前完成5-S店的验证与工程标准。 Complete Validation Store 5-S and engineered standards by 07/20/08. -08年8月15日前完成店铺档案编制阶段工作。 Complete store profiling phase by 08/15/08. -08年9月30日完成PLANSTAFF MANAGER推行工作。 Complete PlanStaff Manager implementation by 09/30/08.
星巴克的战略使命， 年至1999年 星巴克的战略使命，1994年至 年至 年 Starbucks Strategic Mission, 1994-1999
在2000年之前，将星巴克打造成为北美地区一流的咖 啡零售商和咖啡品牌，为客户创造与众不同的日常咖 啡体验，无论他们在哪里生活、工作或娱乐。 To establish Starbucks as the leading retailer and brand of coffee in North America by the year 2000, by creating distinctive daily coffee experiences for our customers wherever they live, work or play.
企业战略发展规划
战略方案的要素 Elements of the Strategic Plan
商业基础Business Foundation
●商业定义Business ●战略使命Strategic ●核心战略Core
Definition Mission
Strategy
关键结果领域Key Result Areas 目的 Objectives 目标 Goals 行动方案 Action Plans