Business Policy |
Quarter 1:
Organize team to do the job
Focus
on process of working as a team to achieve goals
assess team members' skills,
personalities, & work styles
set organizational and personal
goals
organize the work
determine how to manage the
organization
establish leadership
Quarter 2:
Evaluate market opportunities, setup operations
&
prepare for test market
Analyze
market opportunities -- evaluate segments, geographic markets & potential
competition
Select
target segments
Create
customer value -- design initial brands for test market
match components to benefits desired
(quality function deployment (QFD))
evaluate impact of different
components on changeover costs & scale economies
Setup
manufacturing operations -- evaluate financial tradeoffs
compare regional cost differences of
labor and distribution on plant location
evaluate economy & liquidity of
different capacity investments
Select
test markets -- setup sales offices
Quarter 3:
Go to market to test strategy and market assumptions
Marketing
strategy -- evaluate tactical options and choose marketing mix
pricing & price promotions
sales force management - number
employed, training, incentives
advertising -- ad copy design, media
selection, ad frequency
Manufacturing
-- plan production and inventory levels
forecast demand by brand
set 65-day production schedule
Market
research -- budget collection of information
Quarter 4:
Evaluate test market performance and revise strategy,
become
a learning organization
Evaluate
performance
financial performance -- financial
statements, ratios, industry norms
market performance -- customer
opinion of brand designs, prices, advertising, sales force
competitor tactics -- segments
targeted, selection of marketing tactics
Revise
marketing and manufacturing tactics as needed and continue test marketing
Quarter 5: Seek external funding -- prepare
business plan, negotiate
equity
investment
Evaluate
performance - financial, marketing, & competitive
Develop
two year business plan
goals - marketing, financial and
ownership
marketing strategy
manufacturing strategy
financial strategy
tactical pert chart (show tactics
over time)
pro forma cash flows and financial
statements
size of equity request, number of
shares offered and share price
Present
business plan to venture capitalists and negotiate equity investment
Begin
roll out of business plan
Quarter 6:
Monitor, improve and execute
Evaluate
team - self assessment of roles played, contributions made, & adjustments
needed
Evaluate
performance - financial, marketing, & competitive
Skillfully
adjust strategy
marketing -- make incremental
changes in tactics
use activity based
costing (ABC) to evaluate profitability of brands, sales offices
conduct demand analysis
to estimate brand, price, advertising, sales force elasticities
invest in R&D for
new technology
manufacturing -- work on
quality improvements
with statistical process control (SPC)
demand-- driven
production scheduling
capacity utilization by
reducing changeover time and costs
reducing pipeline
whiplash by managing market stimulation activities
project cash flows & adjust
strategy within financial capability
Quarters 7 -
8: Monitor, improve and execute (continue)
Manage
strategy
skillfully adjust strategy to
unanticipated competitive moves
continuously improve brand features
(R&D), pricing, promotions, sales force,
product quality,
production efficiency, & asset management
project cash flows & adjust
strategy within financial capability
W.J. Patterson Ph.D. Candidate- Organization & Management Copyright © 2009. All rights reserved. Last Updated: . |