Professional Documents
Culture Documents
Short-term objectives
● measurable outcomes achievable or intended to be achieved in one year or less.
● specific, usually quantitative, results operating set out achieve in immediate
future.
1.
● “operationalize” long-term objectives.
● If we commit to a 20% gain in revenue over five years
● what is our specific target or objective in revenue during the current year, month,
or week to indicate we are making appropriate progress?
2.
● Discussion about & agreement on short-term objectives help raise issues and
potential conflicts
● usually require coordination to avoid otherwise dysfunctional consequences.
● objectives within marketing, manufacturing, and accounting units within the same
firm can be very different
● even when created to pursue the same firm objective (increased sales, lower
costs)
3.
● assist strategy implementation by identifying measurable outcomes of action
plans or functional activities,
● used to make feedback, correction, and evaluation more relevant and
acceptable.
2.
● clear time frame for completion
● when the effort will begin and when its results will be accomplished.
3.
● identification of who is responsible for each action in the plan.
● ensure action plans are acted upon.
Measurable
● more consistent when they clearly state what is to be accomplished, when it will
be accomplished, and how its accomplishment will be measured.
● monitor both the effectiveness of each activity and the collective progress across
several interrelated activities.
● make misunderstanding less likely among interdependent managers who must
implement action plans.
● Far easier to quantify the objectives of line units (e.g., production) than of certain
staff areas (e.g., personnel).
● Difficulties in quantifying objectives often can be overcome by initially focusing on
measurable activity and then identifying measurable outcomes.
Priorities
● timing consideration or their particular impact on a strategy’s success.
● conflicting assumptions about the relative importance of annual objectives may
inhibit progress toward strategic effectiveness.
Turnaround of Xerox
● highest priority in first 2 years was dramatically lower overhead & production
costs
● satisfy difficult challenge of continuing to invest in R&D & restoring profitability.
3M’s Company
● aggressively seek to turn around the company’s declining performance
● accelerating sales growth while financing the growth internally by improving cash
flow and profitability.
● Currently, 60%sales come from outside the USA and expects that to rise to 75%
in 2 years.
● only 35% of manufacturing and distribution facilities are located outside USA
Set an objective
● 18 new plants or major expansions online within 2 years
● 11 new plants outside the USA and 4 of those in China
● d lowering the number of “days 3M products spend traveling through its supply
lines”
● critical objective increase cash flow, which helps free up cash to build new
plants.
● Currently, a typical product might be extruded in Canada, machined in France,
packaged in Mexico, and sold in Japan
● tying up sizable inventory around world just sitting on boats, in
trucks,warehousess.
● freeing up $1 billion in working capital, and $200 million in cost savings annually
from more efficient supply chain.
Functional tactics
Time Horizon
● Functional tactics identify activities to be undertaken “now” or in immediate
future.
● Business strategies focus on the firm’s posture three to five years out.
1. focuses the attention of functional managers on what needs to be done now to make
the business strategy work.
2. adjust to changing current conditions.
Specificity
Participants
DuPont Co.
● Ran corporate training & development out of its Wilmington (Delaware) head
office.
● But these days, Boston-based Forum Corp. handles it instead.
PepsiCo Inc.
1. employees, long used to receiving personal financial planning from their
employer
2. Now get that service from KPMG Peat Marwick.
Kaboom Beverage
● kept a decidedly small payroll: himself. In lieu of a workforce,
● assembled a team of contractors to perform every task at his $2 million business
● label design to manufacturing of his “power juice” drinks.
● CEO says that it saves him at least 30 percent & minimizing daily distractions.
BellSouth Corp.,
● shed 13,200 employees over two years,
● outsourced about $60 million in services to replace them.