2019 Company Strategic Plan (Full Version)
XX City XX Co., Ltd
Enterprise development strategy plan
(Planning timeframe: 2019-2021)
Revision time: December 2018 Implementation time: January 2019
2019 Company Strategic Plan (Full Version)
directory
Preface
Strategic Outline Strategic Objectives
Chapter 1 General Principles and Analysis of the Strategy (1) General Principles of the Strategy (1) Background of the Preparation of Rules (2) Guiding Ideology and Principles of the Rules (3) Planning Time Limit 2. Strategic Analysis
(1) Analysis of the business environment of the enterprise (2) Customer analysis (3) Analysis of the enterprise
Chapter 2 Strategy Implementation and Control 1. Strategy Implementation (1) Brand Strategy (2) Marketing Strategy (3) Corporate Culture Strategy (4) Human Resources Strategy (5) Financial Strategy 2. Strategic Control (1) Ex-ante Control (2) Post-event Control (3) Control at any time
2019 Company Strategic Plan (Full Version)
Foreword
Project Outline:
According to the current situation of social development, combined with the current market demand of the customized industry, the company has formulated the overall goal of the enterprise to meet the needs of future development, and improved the problems existing in the enterprise, and improved the system of the enterprise. Increase the enthusiasm of employees, improve the work efficiency of internal staff, and make the company's performance reach the overall goal of 80 million yuan within three years!
Strategic Objectives
(1) Sales target
The company will seize the market opportunity within five years and achieve rapid sales growth through steady operation.
(2) Profit target: By 2021, the net profit realized by the main business will account for 70% of the company's net profit
The net profit realized by the auxiliary line accounts for about 30% of the company's net profit.
(3) Expansion goal: Strive to achieve enterprise collectivization in three years, and by 2021, the output value of the enterprise will reach 1.2
After 2020, it will move towards a listed company. 2019 2019 2019 2019 2019 2019 2020---2021 2020 Based on the existing customization, 5 new decoration companies have been added to the existing strategic partners. Seek to use the business model of a certain life experience, establish a mechanism for brand franchise cooperation, and develop ten strategic partners; The company implements a shareholding cooperative management mechanism, so that the senior managers of the enterprise become the owners of the enterprise, so as to enhance the ownership spirit of employees; The company implements a performance appraisal management mechanism, commissions according to work, salary increases according to performance, gains from work, and a management mechanism that enhances competition; Complete the overall goal of standardization, digitization and scientific management of internal management documents; Enhance corporate culture, enhance enterprise environmental sanitation management, strengthen the quality training of grassroots managers, and improve the overall quality of employees; Annual performance growth of 15-20% Achieve the annual performance of the enterprise exceeds 100 million yuan; Realize the business model of its own brand franchise chain; Begin capital operation, integrate resources, expand enterprises, strengthen internally, and improve the industrial structure. (4) Mode objectives:
Core business areas and core business strategy model
In the next 1-3 years, the core business area will shift from professional hotel customization to the business model of franchise for a certain life experience hall, and it can be popularized in major provincial cities across the country;
2019 Company Strategic Plan (Full Version)
According to the company's strategic development needs, the company will continue to build the core competitiveness of the enterprise strategic planning brief, to create a suitable for the development of a certain city of a certain limited company "SKL" (simple key) core business strategy model, that is, based on professional design, service management process implantation, to create the most suitable for customization and franchise. This model effectively integrates core areas such as corporate strategy, development outline, corporate culture, brand, product, marketing, management system, investment and development.
Build a unique three-dimensional operation model of a customized chain of cooperative institutions, enterprise customized management websites and cooperative operations and agents to join. Realize the three-dimensional profit point of chain, cooperative operation and agent franchise in various places. On the basis of cooperative operation and franchise management, through the franchisee to develop, the overall service channel hub of the enterprise, quickly set up standardized franchise stores across the country, take the franchise store as the core, and finally build a certain city and a certain limited number of people to become a "pioneer of the overall customization and life experience".
According to our company's five-year development strategic plan from 2019 to 2021, combined with the current development trend of the industry and the company, the following analysis is made and the implementation measures are clarified. Three-year development strategic planning corporate strategy
Chapter 1: General Principles and Analysis of Strategy
1. General Principles of Strategy
The strategic planning of enterprise development is the soul and program of enterprise development, which guides the development direction of the enterprise, clarifies the business area of the enterprise, guides the allocation of enterprise resources, and indicates the development strategy and development measures of the enterprise. It is conducive to establishing a common vision of the enterprise and employees, so that employees have a sense of belonging and dedication to the organization, so that they can devote themselves more wholeheartedly to their work, and are conducive to fulfilling social responsibilities, expanding employment, protecting resources and the environment, and making full use of them to achieve sustainable development.
(i) Background of the planning
XX City XX Co., Ltd. was founded in 2005 with a registered capital of 5 million yuan.
(2) Principles of planning and preparation
In order to create high-end customization and famous brands, pay close attention to standardized management as the guiding ideology, take win-win cooperation as the guiding principle, adhere to the market-oriented, actively expand the target market (design company, decoration company), and establish a strategic cooperation mechanism with it. Stabilize the market share and form a "four-in-one" business pattern of brand output, product sales, cooperation and franchise, and after-sales service. Through continuous innovation and improvement, improve the quality of employees, enhance the satisfaction of employees and customers, establish a good reputation and brand value in the industry, and promote the sustainable, stable, rapid and healthy development of the enterprise.
2019 Company Strategic Plan (Full Version)
(3) Planning time limit
Five-Year Plan (2019-2021)
2. Strategic analysis
(1) Analysis of the business environment of the enterprise 1. Industry analysis
According to China's current model of customization and life experience hall chain, at present, in the mainland's current high-end customization and life experience hall chain market, the current proportion of high-end customization is the largest. In addition, the demand for a certain life experience center will grow at an annual rate of 20% by 2019.
Note: The future development of decoration companies, design companies, and soft decoration companies must have a certain physical store in order to get the trust of customers, so a single business model in Jiang Lai three to five years, Jiang has a great change, because the people's single decoration and decoration are no longer satisfied, the needs of life Jiang will move towards a better family culture, which is the future of the overall demand for soft decoration to increase so that a certain and soft decoration combined with the development direction of the operation!)
2. Industrial environment:
Since entering the 21st century, with the improvement of people's living standards, the demand for a certain product is more in pursuit of personalization, and the family culture and environmental requirements pursued by the people will be higher, so the enterprise has higher requirements for the refinement and personalization of the product in the development and production of products, so the enterprise must always pursue the needs of the people closer to life, and the market share of high-end customization is far from meeting the needs of the market, and the market demand potential of high-end customization is huge.
3. Economic environment
Because after 30 years of economic accumulation in China, the economic foundation of the people has been strengthened, when the people have economic and material satisfaction, then their concept of living environment has changed, the living environment has two aspects, one is the working environment, which is the enterprise where he works to improve, and the other is the living environment of the family, which must be their own problem. This produces a market demand, I mentioned earlier that the concept of the pursuit of personalization is aggravated, because the brand has its limitations, lack of flexibility, and flexible processing and manufacturing is the advantage of customized enterprises.
4. Political environment
2019 Company Strategic Plan (Full Version)
According to the analysis of the real estate and wood products market by the National Bureau of Statistics, the demand for customization will be greater in the future, and the existing product gap is mainly in the area of high-end customization, and there are still very few customization enterprises that really reach high-end products.
5. Competitive environment
There is a large demand for high-end customization, and there are only a few real high-end brands in China, and there is no leading brand in the mid-end, and the market brand is chaotic and the competition is fierce. It tends to be multi-angled, multi-polar and internationalized.
(2) Customer analysis
1. Analysis of corporate consumer groups:
At present, the transaction volume of the consumer group of the product is mainly concentrated in the hotel market, and the hotels, clubs and KTV enterprises in the service industry account for 85% of the total transaction volume, the model rooms and villas account for 10% of the total transaction volume, and other design products account for 5%. What is lacking at present is the industry of home customization, which is still in its infancy. (Soft decoration company is a case)
2. Analysis of customer purchase motivation:
At present, there are three main motivations for customers to buy: one is to improve their own living standards and improve the company's strategic planning table, the second is to pursue personalized life, and the third is to pursue the culture of home. Understanding the customer's purchase motivation requires us to track customers in a timely manner, pay attention to the needs of customers at any time, quickly collect relevant information, and do a good job in market expansion.
3. Customer consumption affordability:
Most of the transaction customer groups are still dominated by decoration, soft decoration companies and design companies, so enterprises should continue to expand market channels to meet market demand. At the same time, other integrated projects will be added to increase the company's business sources.
(3) Enterprise analysis 1. Enterprise profile
XX City XX Co., Ltd. is located in the large industrial zone of Longgang Pingshan City, where wealth gathers. XX city XX is committed to a certain high-end customization, for the hotel, club, entertainment enterprise management status, we combine their own customized products and the characteristics of a certain process, and constantly practice and improve, the production of products won the trust of customers.
XX City XX Co., Ltd. has a team of more than 50 senior manufacturing elites and experts who are proficient in the operation and management of manufacturing enterprises, industry technical backbones, and a vast number of network of experts
Search for "" or "First Fan Wen Network" to find all the model articles on this site to read for free. Bookmark this site for the next reading, the first fan network, provide the latest comprehensive library 2019 company strategic planning book (full version) full text reading and word download services.
2019 Company Strategic Plan (Full Version)
According to the analysis of the real estate and wood products market by the National Bureau of Statistics, the demand for customization will be greater in the future, and the existing product gap is mainly in the area of high-end customization, and there are still very few customization enterprises that really reach high-end products.
5. Competitive environment
There is a large demand for high-end customization, and there are only a few real high-end brands in China, and there is no leading brand in the mid-end, and the market brand is chaotic and the competition is fierce. It tends to be multi-angled, multi-polar and internationalized.
(2) Customer analysis
1. Analysis of corporate consumer groups:
At present, the transaction volume of the consumer group of the product is mainly concentrated in the hotel market, and the hotels, clubs and KTV enterprises in the service industry account for 85% of the total transaction volume, the model rooms and villas account for 10% of the total transaction volume, and other design products account for 5%. What is lacking at present is the industry of home customization, which is still in its infancy. (Soft decoration company is a case)
2. Analysis of customer purchase motivation:
At present, there are three main motivations for customers to buy: one is to improve their own living standards, the second is the pursuit of personalized life, and the third is the cultural pursuit of home. Understanding the customer's purchase motivation requires us to track customers in a timely manner, pay attention to the needs of customers at any time, quickly collect relevant information, and do a good job in market expansion.
3. Customer consumption affordability:
Most of the transaction customer groups are still dominated by decoration, soft decoration companies and design companies, so enterprises should continue to expand market channels to meet market demand. At the same time, other integrated projects will be added to increase the company's business sources.
(3) Enterprise analysis 1. Enterprise profile
XX City XX Co., Ltd. is located in the large industrial zone of Longgang Pingshan City, where wealth gathers. XX city XX is committed to a certain high-end customization, for the hotel, club, entertainment enterprise management status, we combine their own customized products and the characteristics of a certain process, and constantly practice and improve, the production of products won the trust of customers.
XX City XX Co., Ltd. has a team of more than 50 senior manufacturing elites and experts who are proficient in the operation and management of manufacturing enterprises, industry technical backbones, and a vast number of network of experts
Search for "" or "First Fan Wen Network" to find all the model articles on this site to read for free. Bookmark this site for the next reading, the first fan network, provide the latest comprehensive library 2019 company strategic planning book (full version) (2) full text reading and word download services.
Enterprise-intensive strategies include, 2013 "Corporate Strategy" Chapter 3 Knowledge Points: Intensive Strategy【Content Navigation】:
Chapters
The body of the knowledge points
Related exercises
The 2013 CPA exam will be held from October 19th to 20th, 2013, and it is time to get ready for the exam!
[Chapter]:
This knowledge point belongs to the overall strategy of the first section of the third chapter of the strategic selection of the "corporate strategy".
[Important knowledge points]: intensive strategy
2. Intensive strategy
The basic framework for the study of firm-intensive strategies is Ansoff's "product-market strategy portfolio" matrix, which is shown in the table below.
In the above combination matrix, there are three types of intensive strategies, namely market penetration strategy, product development strategy and market development strategy.
(1) Market penetration strategy – existing products and existing market mix. Peters and Waterman refer to this concentration strategy as "holding the ground," which emphasizes the development of a single product in an attempt to gain greater market share through stronger marketing tools.
A market penetration strategy is based on increasing the market share of an existing product or service, or increasing the business that is operating in an existing market. Its goal is to increase the frequency of use of the product through various methods.
The growth methods are: (1) Expanding market share. This approach is particularly useful for growing markets as a whole. Businesses can increase sales in existing markets by offering discounts or increasing advertising; improve sales and distribution practices to improve the level of service provided; Improve the product or packaging to increase and strengthen its appeal to consumers and reduce costs. and (2) developing niche markets, with the goal of gaining growth in a series of target niche markets in the industry, thereby expanding the total market share. This approach is especially useful if the business is smaller compared to its competitors. (3) Maintaining market share, especially when the market is in recession, it is important to maintain market share.
The ease with which a company can apply a market penetration strategy depends on the nature of the market and the market position of its competitors. When the overall market is growing, it may be easier for businesses with a small market share to improve quality and productivity and increase market activity, but it is more difficult when the market is stagnant. The experience curve effect makes it difficult for firms to penetrate mature markets, where the cost structure of leading firms prevents competitors with small market shares from entering the market.
The main application scenarios of market penetration strategy: (1) When the overall market is growing, or may be affected by certain factors, it may be easier for companies to enter the marketBusiness-intensive strategies include those companies that want to gain market share and can achieve their goals at a faster pace. Conversely, corporate-intensive strategies include penetration into stagnant or declining markets that may be much harder. (2) If a company is determined to limit its interests to an existing product or market segment and not allow sales to decline even when the market as a whole is in recession, then the company may have to adopt a market penetration strategy. (3) If other companies leave the market for various reasons, the market penetration strategy may be relatively easy to succeed. (4) If the company has a strong market position and is able to use experience and ability to gain a strong and unique competitive advantage, then it is relatively easy to penetrate into new markets. (5) The market penetration strategy will also be more applicable when the risk corresponding to the market penetration strategy is low, the participation of senior managers is high, and the investment required is relatively low.
(2) Market development strategy – a combination of existing products and new markets. A market development strategy is a strategy for bringing an existing product or service into a new market. The main ways to implement a market development strategy include opening up other regional markets and market segments.
Reasons for adopting a market development strategy: (1) Companies find that the nature of the production process of an existing product makes it difficult to switch to a completely new product, so they want to develop other markets. (2) Market development is often combined with product development. (3) The existing market or segment is saturated, which may cause competitors to look for new markets.
The main application scenarios of the market development strategy: (1) there is an untapped or unsaturated market; (2) access to new, reliable, economical and high-quality sales channels; (3) the enterprise is very successful in the existing business field; (4) the enterprise has the capital and human resources needed to expand its operations; (5) the enterprise has excess production capacity; (6) The company's main business is an industry that is rapidly globalizing.
(3) Product development strategy – a mix of new products and existing markets. This strategy is to develop new products through technological improvement and development in the original market. This strategy can extend the life cycle of the product, improve the degree of product differentiation, meet the new needs of the market, and thus improve the competitive position of the enterprise.
Businesses with a specific market segment and a narrow range of products or services that are not very comprehensive may adopt this strategy. A product development strategy is conducive to companies to use the reputation and trademarks of existing products to attract users to buy new products. In addition, the product development strategy is to improve the existing products, understand the existing market better, and the product development is more targeted, so it is easier to succeed. There are a number of ways to achieve this strategy.
Developing a new product can be extremely risky, especially when a new product is launched in a new market. This also makes it difficult to implement the strategy. Despite the obvious risks associated with this strategy, there are still legitimate reasons for companies to adopt it: (1) to leverage their knowledge of the market; (2) maintain a leading position relative to competitors; (3) seek new opportunities from the shortcomings of the existing product portfolio; and (4) enabling the company to continue to maintain a secure position in the existing market.
The application of product development strategy: (1) the company's products have high market reputation and customer satisfaction; (2) The industry in which the enterprise is located belongs to the high-tech industry with rapid development suitable for innovation; (3) The industry in which the enterprise is located is in a stage of rapid growth; (4) The enterprise has strong research and development capabilities; (5) The main competitor offers a higher quality product at a similar price.
[Related Exercises]: