business enviornment3(mission&objective)

Business Environment商业环境

Tutor: XIONG Jiayi 熊嘉逸

Main topic:

Business Definition

企业定位和目标管理

始创于 1837 年的宝洁公司，是世界上最大的日用消费品公司。每天，宝洁公司的品牌同全球的广大消费者发生着三十亿次的亲密接触。宝洁公司拥有众多深受信赖的优质、领先品牌，包括帮宝适、佳洁士、汰渍、碧浪、舒肤佳、飘柔、潘婷、海飞丝、威娜、玉兰油、欧乐 -B 、金霸王、吉列、博朗等。Founded in 1837, Procter & Gamble is one of the largest consumer products companies in the world. In fiscal year 2007, it had annual revenue of US$ 68.2 billion, and ranked 74th on Fortune 500 list of the world's largest corporations.

壳牌只是一家石油公司吗？事实上，壳牌是一家全球化的综合型能源公司。

Founded in 1923 as a cartoon studio, The Walt Disney Company has grown to become a diversified, international family entertainment and media company.

The mission of The Walt Disney Company is to be one of the world's leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world.

Chapter 1

The significanceThe significance （重要性）（重要性） of busof business definitioniness definition

The significance （重要性） of business definition

It is difficult to make a business definition which effects the starting and ending of a business and determines the range( 范围 ) of certain business objective.

However it is important to set up a clear image( 清晰的形象 ) and unitary expectation( 整体的期望 ), so as to coordinate( 协调 ) the tasks among departments( 部门 ) and staff( 员工 ) and evaluate the market value and social value of the business.


Clear mission( 明确的使命 ) and final objective( 最终的目标 ) are the strong motive( 动力 ) to achieve success.

It has great meaning to define a business activities or process. Most business plans( 商业计划书 ) pay great attention to this part.


The business plan must clarify( 阐明 ):

“What is our mission?”

我们的使命是什么？“What kind of business do we go to?”

我们所做的是何种业务？or “what business do we expect to go to?”

或我们希望从事什么样的业务？

Condition for effective有效策略必须符合现实条件

ObjectiveObjective 目标目标

ModelModel 模型模型

Information flowInformation flow 信息流信息流

Variety of options Variety of options 多种恰当的备选方案多种恰当的备选方案

Objective 目标

Evaluate the effective of a strategy and the achievement( 业绩 ) of the staff.

ModelModel 模型模型

Think much of( 重视 ) the potential results( 潜在的结果 ) which may happen when certain strategy put into practice.

要重视具体策略可能产生的潜在结果，尤其我们要能评价拉一下舵或者额外航行的影响，对要驾驭的航程，舵手必须有一个清晰的明确的模型。

Information flow 信息流

Managers benefit from knowing the necessary information well. Take the wheelman( 舵手 ) and bookstore manager as examples. 每艘船上都要有一个舵手站在高处望航线的情况，把必要的信息提供给船长；就如一个商业部门的业务经历，要通过市场调查、探究环境，促进市场和周边环境的发展且应该综合商业报告和亲自观察关注业务本身，例如书店的老板，必须了解掌握各类书卖得快慢，以及即将办法得文学奖项，这些信息都对其销售量将起到巨大的影响。

Variety of options 多种恰当的备选方案

It is necessary to prepare variety( 多种 ) of options when a strategy is put into practice.

例如一个船长必须能适当决定减慢船速或者是改变航线，一名主管必须能调整其采购、生产、价格和成本。

Questions:

The reasons for the existence of business? 商业存在的理由？

What is the mission and objectives of an organisation?

企业的使命和目标是什么？ How to distinguish mission and objective?

使命和目标有什么不同？

Introduction

Abiotic(无生命力的 ) objects have no objectives. That is man who set up the objectives for them. For example, boats and fishing net.

Introduction

Objectives are expected conditions or results, expressing men’s desires and value.

目标是预期的状态或结果，反映了人们的愿望和价值。

A business objective bases on the business function or gets to realisation through business practice.

商业目标必须植根于商业功能之上，或者通过商业运作实现。

Introduction

Business function must always relate to the environment which it belongs to. 商业功能必须始终和所属的环境相联系。

The existence of a business lies on its contribution or added value for the environment.

商业为何存在取决于商业为其环境作出的贡献或增加的价值（商业价值与社会价值）。

即商业存在的理由是企业所提供的产品或服务以及其期间的附加价值目的。

Conclusion

Objectives are essential. Without objectives, it is impossible to evaluate whether the management achieves the expected results.

目的是必要的，没有目的就无法评价管理行为是否达到预期的管理结果。

Chapter 2

Two Statements of Objectives

目的的两种描述

Two Statements of Objectives

1, the mission-statement

使命阐述

2, the corporate objectives

商业目标

Mission & Objective

Mission- dynamic meaning( 动态内涵 ) ，- mainly focus on internal business culture(企业文化 ) and

external business image(企业形象 ),- provide the direction( 方向 ) for future operation.

Objective- more substantial( 实在的 ),- including scientific or business content (科学的或商业的内涵 ),

- analyse(分析 ), estimation(量化 ), monitoring(监督 ) and evaluation ( 评价 )

Mission & Objective

Mission and objective are immanent(固有的 ) factors in business strategy reports.

Corporation has only one mission and more than one organisational objectives.

MISSION OF A BUSINESS 企业的使命

What is a mission?

What is a mission?

- The most global and genuine statement of what a business is striving to be. 最真实全面地描述企业地努力方向。

- The general objective which provides guidance to everyone in the organisation.总目标指引着企业地每一个人。

What is a mission?

- The mission reflects the business by defining the nature of the business in which it will operate and postulating responsibilities towards society. 使命定义了企业的本质，规定了企业要完成其社会责任，从而反映了企业存在的理由。

- The mission interacts the various roles fulfilled by business in society. 使命综合了企业在社会种扮演的各种角色（可以结合各个利益相关人考察企业的角色）。


Who defines the mission? Manager Owner 一般来说是高级业务主管，实际上企业方向是由管理层或创立者的前景抱负来确定的。

在小企业中，战略通常由管理者和所有者决定；随着企业的不断发展，各个级别的管理者都需要参与战略制定。

在单一业务的企业中，制定使命和企业战略一般还是高级管理层的责任，但是职能部门的目标和战略要由运营经理确定，比如营销和生产。

拥有多项业务的企业中，多种企业实体都有自己的使命目标和战略，这时，企业管理就要负责整体的使命和企业战略。

Mission of a business 企业的使命

For whom is the mission important? The stakeholders Mission is a kind of promises for

stakeholders.

Mission of a business 企业的使命

How is the mission formulated( 确定 )?


What is the function(职能 ) of the mission?

the function( 职能 ) of the mission

Mission expresses its faith , that is the corporate hope to make active efforts to make contribution for the society.

使命必须传达一个理念，就是公司希望对社会作出何种积极的负责任的贡献。

It may include answers for the questions such as “what do we do”, “what is our objective”, “why the corporate exists”.

the existence of corporate (1)

Corporate exists for the reasons that it provides products which meet the needs of society. Therefore it makes contribution to improve life standards.

The products have added value(增值价值 ) 。 The added value fulfills the needs of its investors and employees.

the existence of corporate (2)

The society develops speedily, it is not easy to catch up with the change. The corporate must have the capacity to design its future rather than passively making response to the changes.

Future not only means opportunities but also implies the objective people seeking for.

公司必须能设计自己的未来，才能在高速发展的社会中生存和发展。

the function of the mission

The mission reveals the nature of a corporate. Only knowing the nature of the corporate can it discovers the proper partner in the business competition.

只有了解公司的本质，才能在合作中发现现在的伙伴。

Conclusion (about Mission)

Those who make mission statement must have foresight （远见） . It indicates the image of a corporate. The foresight bases on the completely understanding of internal condition in the corporate and relationship between the mission and current condition.

使命阐述必须要有远见，这种远见要求对公司内部有彻底的了解和能够看清使命和现实情况之间的联系。

THE CORPORATE OBJECTIVES 商业目标

What are corporate objectives?


The future condition or success that corporate must achieve or maintain.

企业目标就是企业必须实现或者是保持的未来情形或者是成果。

corporate objectives are so expecting because the achievement implies getting nearer to the mission. They are formed on the basic value and existence of corporation.


Corporate objectives must reflect the expectations and benefits of stakeholders, and should distinguish(区分 ) their order(顺序 ).


Corporate objectives can not mix the acquired achievements up.

不可混淆已取得的成绩

Corporate objectives can be measured by quantity. 可以量度

Types of objectives 目标的区分

Goals or targets目的或指标 , 最具体的目标 , 明确指出具体取得的结果 ,例

如三年内将销售量翻一番

Objectives 目标 , 只指出方向例如 , 我们旨在把销售量翻一番

Ideal理想 ,这个是根本没有办法达到的目标 .例如 ,无旷工或者

所有的顾客都满意 .


Corporate objectives are usually described by financial terms, however non-financial targets are mentioned often now. For example, employee’s safety and welfare, the leading position of technology.

公司的目标经常用财务术语来表述 ,由于人力资本的日益重要 ,非财务目标也常常被提及 ,例如员工的安全和福利 , 或者技术市场上的领导地位等等

Areas for corporate objectives

profitability efficiency growth return for

shareholders use of resources efforts on behalf of

customers

efforts on behalf of personnel

market position technology survival personal

requirement of top management

corporate objectives

Usually small corporate can operate well without clear and definite objectives, but large corporate need formal and clear objective definition.

通常小型公司不需要明确清晰的目标一样能够运营得非常成功，但是大型的公司和企业就需要正式和非常清楚的目标说明，因为分公司或者各个部门目标必须和公司的整体目标结合在一起，否则各部门的发展就会脱节，部门经理看不到公司使命和目标。


What is the relationship between the mission statement and corporate objectives?

the relationship between the mission statement and corporate objectives

Simply speaking, corporate objectives are the necessary condition to achieve the mission.

When defining the corporate objectives, we may have many starting points （出发点） , for example, from the points of stakeholders. The general view is that objectives must establish 8 key areas.


What are the functions of corporate objectives?

the functions of corporate objectives

- analyse(分析 ), - estimation(量化 ), - monitoring(监督 ) and - evaluation ( 评价 )

What do we learn from this topic?

学习这个知识点目的是让大家认识到，在以后的商业计划书中，使命阐述和公司目标是重要的部分。要制定一个好的目标并不是一件容易的事情，公司内不同国家间的差异，文化差异等等都会带来更多的麻烦。

“如果你的公司有一份明确的使命阐述，你就应该尽可能地为其准备并参与其中。没有共同目标的组织就像一个没有目的地的旅行者一样，肯本无法确定他有没有进步” “计划什么都不是，但是计划又包括了一切”。没有良好使命和目标的公司就像是一艘没有目的地的船一样，失去了方向 . 。