Complete corporate strategy sample essays

How to do a good job in corporate strategic planning? Below is a corporate strategy sample I compiled for you. I hope it will be useful to you!

Corporate Strategy Sample 1

1. Company Current Situation and Environment Analysis

1. Current development situation of the company:

Our company simulates the American Apple Company. Apple Inc., referred to as Apple, its English name is Apple, Inc. (NASDAQ: Company Strategic Planning Plan Sample PL) (LSE: ACP). Headquartered in Cupertino, California, the United States, its core business is electronic technology products. Currently, it is The computer market share is 3.8. The most well-known products are its Apple II, Macintosh computers, iPod digital music players and Itunes music store. It is famous for its innovation among high-tech enterprises.

2. Analysis of the company’s external environment:

Taking the mobile phone market as an example, the decline in attention of the Nokia brand is difficult to contain, while Huawei, Lenovo, and Xiaomi have increased significantly

3. Analysis of the company's internal environment:

The company has total assets of 30 million. Among them, there are 15 technicians, a factory worth 10 million, 2 machines, 2 domestic agents, 2 European and American agents, and 2 agents in Southeast Asia. There are 5 domestic sales personnel, 5 European and American sales personnel, and 5 Southeast Asian sales personnel

4. Refining the company's core competitiveness: The company's core competitiveness is "high quality and high-end" and is adopted in the market Win with high quality and gain market through high quality

2. Development goals

1. Overall goal: Our company will take Apple as an example; our company will be a A fully functional and integrated company that operates its own production, marketing, sales, logistics, R&D and human resources. As a joint-stock company, we will be responsible to our shareholders; as a new company, we will assume the obligation to pay taxes and abide by the law. We will eventually develop into a high-end brand company with sound operations, high credibility, and considerable profits.

2. Target system

(1) Finance:

Based on the characteristics of our products, we will carefully plan our resources

This structure. In the high-end brand market, we must seize the opportunity, which will require a large amount of product upgrades and R&D investment. At the same time, during the company's most critical growth period, we must expand the company's scale in a timely manner, so we will make careful decisions and adopt a Be willing to take risks and adjust the capital flow ratio and other important financial indicators in order to obtain considerable profits from operations with a relatively healthy debt ratio.

(2) Scale:

Due to the characteristics of high-end products, coupled with the limited financial strength and fixed assets during this period, we will focus on product upgrades and new product research and development in the early stage. The company's scale may only be maintained and appropriately expanded. After the listing, a large amount of financing activities will be carried out in order to rationally allocate the company's limited resources according to the development stage of each product and maximize the utilization of various resources.

(3) Region:

Our products mainly have three major markets, domestic, Europe and America, and Southeast Asia. During this period, we will also re-select the main markets based on the characteristics of different products and make reasonable trade-offs in order to maximize the company's profits.

(4) Quality:

Our products must be presented to consumers with a high-quality, high-end image. We must be at the forefront of science and technology. It is the responsibility of all our employees to ensure quality. the greatest motivation.

(5) Brand:

We will timely adjust our brand strategy based on the demand characteristics of different products in the three major markets to establish a high-end brand image of integrity and quality.

(3) Development Focus

1. Overall corporate strategy: take a high-quality and high-end route and capture the market with good product quality.

2. Business development focus:

Core business: upgrading of ordinary products

Key business: ensuring product quality while developing new products

General business: large-scale, high-quality production of ordinary products to compete for market share;

3. Business strategy:

Development strategy: While striving to produce ordinary products, upgrade existing products products, develop new products and continue to upgrade

Stable strategy: ensure the quality and quantity of ordinary products, ensure supply and transaction volume, and steadily develop the share in market competition

Exit strategy : Conservative production and upgrading of ordinary products, and stop research and development of new products

4. Functional strategies:

Finance: Ensure the company's normal capital operations, reasonable borrowing, and strengthen the company's capital profit rate production: Ensure the normal production, upgrade and research and development of the company's products. Reasonably purchase raw materials, machines and other production equipment to ensure that the company can produce uninterruptedly and improve machine utilization and technical personnel utilization.

Market and sales: Carefully study domestic and foreign markets and product sales forecasts. Hire technical personnel appropriately. Establish strong market agents and ensure that agents are not lost. Strengthen advertising investment, expand the scope of consumers, and increase market influence.

Human resources management: Reasonably recruit technical personnel based on the company's production capacity and development prospects to ensure normal production and operations of the company. Recruit sales personnel and establish incentive mechanisms for sales personnel and agents based on market sales forecasts to expand product markets.

(4) Main safeguard measures

1 Financial guarantee

Since the development model of our high-tech enterprises is very different from that of traditional enterprises, the financial guarantee system There are also big differences, and most companies are not aware of this, thus ignoring the effectiveness of strengthening the financial security system in improving the company's value creation capabilities. Taking high-tech enterprises as the research object, this paper focuses on analyzing the problems existing in the financial security system of high-tech enterprises, and how to establish and improve the financial security system and enhance cost, risk and other control systems based on their own characteristics to promote the increase of enterprise value.

2 Human Resources Guarantee

Calculate the optimal salary bonus data. So as to retain the most talents. To achieve optimal matching data for operational research and development.

3 Informatization guarantee

Collect information on competitors, analyze the reasons for their success and failure, and use it in the construction and management of your own enterprise.

4 Corporate Culture Construction

Improve corporate brand awareness. Thereby strengthening the market share of the company's products and laying the foundation for corporate culture.

5 Risk system construction

1. Risk management diagnosis.

2. Multi-level risk strategy and construction planning.

3. Risk management organization system design.

4. Risk management process and system design. .

5. Risk management information system and culture construction.

6. Budget system construction

Comprehensive budget management refers to anticipating (forecasting and planning) the future situation of investment activities, operating activities and financial activities related to the survival of the enterprise and The management behavior of control and its control arrangements. Using computer technology and relying on network information systems to implement comprehensive budget informatization is an efficient choice for implementing comprehensive budgets. Therefore, the introduction of comprehensive budget management also means the informatization and networking of enterprise management control, which is the entry point for the networking of enterprise management information. 7 Performance system construction

The first step is to clarify the strategy, which can be said to be a performance appraisal system

The second step is to break down the key tasks and use the balanced scorecard method to analyze the financial, customer, and internal The four dimensions of operation, learning and growth are used to decompose key tasks. The four dimensions of the balanced scorecard have their own internal logical relationships.

The third step is to decompose the key factors and use the organizational function decomposition method (FAST method) to decompose the key factors.

The fourth step is to draw a strategic map. The idea of ??drawing a strategic map is to use value The tree decomposition method uses a layer-by-layer analysis method to decompose the strategic goals of the enterprise layer by layer according to the logical relationship of the four dimensions of finance, customers, internal operations, learning and growth from top to bottom. The fifth step is to convert key factors into performance indicators.

The sixth step is to clarify the department mission. When the assessment indicators are divided into departments, a clear department mission is needed as a guide.

The seventh step is to implement the company and various department indicators.

The eighth step of indicator element design

Company strategy sample 2

1. Development goals

1. Gradually cultivate and establish a We have an earthwork engineering construction team with good professional qualities, excellent quality, perfect management, and a high degree of mechanization, and a highly cohesive, united and efficient e-commerce management team.

2. Within 5-10 years, the annual output value will reach more than 1 billion yuan, and the net profit will exceed the goal of 200 million yuan. The business scope of earthwork engineering will gradually cover and expand to various types of mines, highways, Railway, water conservancy, municipal administration, agriculture and reclamation and other fields.

3. Gradually enter the business field and become more mature. First, start with opening 2-3 distinctive Taobao online stores, and gradually enter various professional and characteristic brand online stores through various e-commerce means. , expand business diversified through point-to-point, multi-channel, multi-field, and simultaneously achieve the goal of annual sales of over 100 million yuan and net profit of over 10 million yuan within 5-10 years.

2. Basic ideas

1. Earthwork engineering: starting from Shanxi open-pit coal mines, comprehensively develop the open-pit mine engineering market in Shanxi, Shaanxi, Mongolia, Gansu, Ningxia, Xinjiang and Qinghai. Gradually develop towards reclamation in coastal areas, as well as roads, railways, ports, water conservancy, agriculture, municipal construction, landscaping and other fields, from small to large, from easy to difficult, from shallow to deep, pioneering and innovative, striving for stability and harmony develop.

2. E-commerce: focus on online stores, take the road of specialty products, start with cosmetics, and gradually expand to clothing, shoes and hats, accessories, toys, local specialties and other fields or industries to continue to be healthy develop steadily.

3. Main measures

1. Formulate preferential and incentive policies, cultivate and attract various talents with professional characteristics, continuously expand the company's team, and gradually improve the overall quality of the management team and comprehensive level.

2. Solidly implement various sources of goods in the online store, search a large number of supply channels for various specialty products, shop around, make comprehensive comparisons in terms of price, quality, service, etc., and choose the best, rather than lacking.

3. Use multiple channels to quickly and steadily improve key indicators such as the online store’s facade design (webpage design, technical photos, promotional slogans, etc.), credibility, and shipment rate, and Diversified publicity and promotion through various well-known websites, forums, WeChat, Weibo and other online public channels.

4. Adopt installment payments as the main method to purchase various mechanical equipment required for earthwork projects in a planned manner (mainly in the eight rounds after the initial period, and gradually purchase excavators, scrapers, cannons, etc.) Hammer, etc.).

5. On the basis of the gradual expansion and improvement of the platform of the new engineering work area, in the early stage, the main focus is on independent purchase of mechanical equipment, and gradually differentiated, attracting other social units or individuals (mainly drivers) to participate in the purchase of mechanical equipment ( invest in a single piece of equipment) and expand the company's overall construction team; at the same time, it can also gradually attract mechanical equipment independently purchased by other social units or individuals to participate in the construction.

6. Join China Construction Engineering Network, Construction Engineering Network and other websites, collect extensive project information, actively participate in bidding activities for national and local key projects, and strive to obtain more, better and better various types of projects. Construction of engineering projects.

7. Through various cooperation, joint ventures, subcontracting, transfers, etc., diversify the various engineering projects undertaken by the company

to become bigger and stronger.

8. Gradually establish and improve various rules and regulations to enable the management of the company and various projects to operate and develop in an active, healthy, sustainable and orderly manner.

IV. Implementation steps and plans

(1) Production efficiency

20__—20__:

1. In Shanxi Lingshi Open-pit coal mines in other places have completed more than 15 million cubic meters of earthwork (natural cubic meters), achieved an output value of 200 million yuan, and a net profit of about 10 million yuan;

2. In the initial stage of e-commerce, cosmetics online stores strive to achieve The turnover exceeded 1 million yuan and the net profit was about 200,000 yuan.

20__—20__:

1. In open-pit mines in Shanxi and other northern regions, more than 50 million cubic meters of earthworks (natural cubic meters) were completed, with an output value of 650 million yuan and a net profit About 33 million yuan;

2. Strive to undertake 1-2 large-scale reclamation projects in coastal areas, complete the project volume of 20 million cubic meters (natural cubic meters), achieve an output value of 300 million yuan, and a net profit of about 10 million yuan;

3. In the e-commerce development stage, there are more than 5 online stores of various types, striving to achieve a turnover of more than 10 million yuan and a net profit of about 2 million yuan.

20__—2__:

1. In the open-pit mines in the north, more than 80 million cubic meters of earthworks (natural cubic meters) were completed, with an output value of 800 million yuan and a net profit of about 55 million yuan. ;

2. In coastal areas and other regions and industries, the project volume is 50 million cubic meters (natural cubic meters), the output value is 600 million yuan, and the net profit is about 25 million yuan;

3. In the mature stage of e-commerce, the turnover of various online stores strives to exceed 50 million yuan and create a net profit of about 5 million yuan.

(2) Equipment purchase

20__—20__: Purchase 100 dump trucks, 5 excavators, and organize about 150 taels of social vehicles.

20__—20__: Purchase 100 engineering vehicles, 10 excavators, 5 loaders, 5 sets of other equipment, and organize about 200 taels of social vehicles.

20__—20__: Purchase 150 engineering vehicles, 20 excavators, 20 sets of other equipment, and organize about 300 taels of social vehicles.

(3) Team building

1. According to the company’s project plans and progress, by 20__, we will train and introduce 30 professional and technical elites, including senior engineers More than 10 people, and 20 other professional talents.

2. By 20__, cultivate and introduce 30 management elite talents of various types, including more than 3-5 senior executives, 5-7 middle-level management personnel, and about 20 other management personnel.

3. By 20__, the company will have a staff of 800-1,000 people, of which 30% will have a college degree or above, 50% will have a technical secondary school degree or above, and the rest will have a junior high school diploma or above.

(4) System Construction

1. Pay attention to the construction of corporate culture. In the initial stage, firmly establish the corporate culture and always adhere to development, laying a solid foundation for the company's subsequent long-term development. Base.

2. Pay great attention to the construction of enterprise systems and use systems to standardize personnel management and project management. The establishment and improvement of rules and regulations must be detailed to all levels of departments and work types of the company, and resolutely eliminate loopholes or gaps in various aspects of corporate management.

3. Systems at all levels must have rules and evidence to follow, and rules must be observed. In front of the system, there is no privilege, everyone is equal, and company employees must be strict with themselves.

At the same time, the company must also establish a supervisory agency to implement the system, truly use the system to manage people and affairs, and effectively ensure the reliability of strict implementation of the system.

4. The company’s operations must attach great importance to humanized management, actively listen to and adopt reasonable suggestions and opinions from employees, gradually improve and implement various welfare projects for employees, and finally fully implement incentive mechanisms and year-end bonuses , dividends and other generous policies. Gradually improve and standardize system construction, put people first, let the system manage and serve people, and promote system construction in multiple aspects, angles, and levels. Let all employees of the company enjoy the work process easily and happily and complete their work tasks effectively and efficiently in a tense, orderly, positive and open, comfortable and clean working environment.

5. Establish and improve organizational structure. In accordance with the principle of better troops and simpler administration, we will establish an efficient service-oriented organization. Effectively ensure that the company's management at all levels can operate in an orderly, pragmatic and efficient manner.

Corporate Strategy Sample 3

————Procter & Gamble

Procter & Gamble, founded in 1837, is one of the world's largest consumer goods companies. As a global leader in daily chemical products, Procter & Gamble has its own unique side. In terms of brand strategy: adopting a multi-brand strategy is regarded as a successful example. SWOT analysis of our company:

Our Strength (Strength)

Many of the products we launch are mostly one product with multiple brands. Our company's principle is: If there is still room for a certain type of market, it is best that those "other brands" are also our company's products. We learned that P&G's multi-brand strategy allows it to have a very high market share in various industries. Taking washing powder as an example, they have launched nearly 10 brands such as "Tide" and "Bilang". In the Chinese market, the soaps are "Comfortable", the toothpastes are "Jiajishi", the sanitary patches are "Hushubao", and the shampoos are "Rejoice", "Pantene", " "Head & Shoulders" 3 brands. In the U.S. market, P&G has 8 laundry detergent brands, 6 soap brands, 4 shampoo brands and 3 toothpaste brands, and each brand has different appeals. The relentless pursuit of research and product development can lead to a large number of innovative products for the company. For example, Procter & Gamble established its Huangpu Technology Center in Guangzhou shortly after entering China to provide technical support for laundry products and oral care products. In the Huangpu Technology Center, there are not only outstanding graduates from Chinese universities, but also scientists from Japan, the Philippines, India, the United States and Europe. This diverse team has in-depth understanding and research of the needs of Chinese consumers and combines it with world-class technology to continuously innovate and improve brands such as Bilang, Tide and Jishi to provide product development and the company's overall business. development has made important contributions. In April 1998, P&G established Beijing P&G Technology Co., Ltd. in Tsinghua Park, Beijing, becoming P&G's 18th technology center in the world. Its goal is to become a company that supports P&G's products in China, other parts of Asia, and other parts of the world. Developed state-of-the-art technology center. The Beijing Technology Center has established close and effective strategic partnerships with various higher scientific research institutions, science, engineering and medical universities in China, providing sponsorship funds to Tsinghua University, Peking University and the Chinese Academy of Sciences respectively to carry out various teaching, scientific research and cooperation projects. The "Crest" Dental Research Institute was specially established in the Beijing Technology Center to support China's oral health care research. The Beijing Technology Center has established an efficient scientific research team by recruiting outstanding graduates from universities across China, providing on-the-job training to employees, or sending them abroad for training. Innovation is the foundation of brand; brand is the crystallization of innovation. P&G's multi-brand strategy is firmly based on its strong technological innovation capabilities and continuous technological innovation results. Therefore, heavy investment in technological innovation will continue at our company.

Our Weakness

Our brand communication advantage will gradually be lost. Later, the operation of the brand will require more manpower and material resources.

Take P&G as an example. After P&G's rapid growth in the Chinese market from 1988 to 1997, its commendable brand communication strategy has gradually lost its advantage, so that under the encirclement of foreign upstarts and local brands, market share has been lost and the brand has aged. signs. In the past ten years or so, the advertising campaigns of daily chemical companies have been performing a very similar "Procter & Gamble version". Take shampoo as an example. Beauty celebrities, hairdressing experts, waterfall-like long hair... imitation is very practical for second- and third-tier brands - creating similar impressions and catering to the public taste cultivated by leading brands can narrow the gap in the short term. Achieve immediate communication effects. However, P&G has not carried out high-level innovation in brand communication in recent years, so its brand communication advantages are almost limited to frequency and the slogan "P&G, high-quality products." If your brand advertising encounters homogeneity due to too many conventional cognitive elements, you need to abandon some conventional cognitive elements and innovate to achieve differentiation. This technological development advantage and brand spirit quickly lose their "uniqueness". We saw P&G enter China in 1988.

Our understanding of customer value will no longer be unique. Since the industry of low-end products and low-end technology belongs to the country at the beginning, under the brand concept of "unique understanding of customer value", it has conquered Chinese consumers and daily chemical companies with a new multi-brand model. , but P&G is developing product value and cultivating consumer concepts at the front, and competing products are following to cater to the new needs evoked by P&G. In other words, P&G created a brand concept that can be used by the public. After that, when more advanced brand concept models continued to emerge in the daily chemical industry, P&G showed a lack of innovation and monotony. In contrast, On the contrary, local brands sometimes surpass themselves.

Opportunity

Continuously improving market system and huge domestic and international markets. With the popularization of higher education, more research and production institutions can be established in mainland China, and close and effective strategic partnerships can be established with China's higher scientific research institutions, science and engineering and medical universities, etc., to carry out various teaching and scientific research and cooperative projects, recruiting outstanding graduates from universities across China, providing on-the-job training to employees, or sending them abroad for training, and has established an efficient scientific research team. Innovation is the foundation of brand; brand is the crystallization of innovation. Our company's multi-brand strategy will be firmly based on strong technological innovation power and continuous technological innovation results.

Challenge (Threat)

The imitation of competitors and the rise of more local brands are greater challenges to our company. As China further opens up to the outside world and joins the WTO, the Chinese market has become a place where many players compete.

Market share of products:

In the early stage of development, seize the domestic market, gain advantages with brand strategy, expand domestic market share, and then enter the international market in the later stage.

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