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1、CONFIDENTIAL BUStrategicPlanBasics Trainingmaterials Thisreportissolelyfortheuseofclientpersonnel Nopartofitmaybecirculated quoted orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinseyitisnotacompleterecordofthediscussion JimAyala PHOMelissaGil PHOReginaManza
2、no PHOSureshMustapha PHOSteveShaw HKOShellyYeh PHOChoon GinTan SIO DESCRIPTIONOFMATERIALS ThisdocumentwasdevelopedasatrainingpresentationforthenewlyappointedBusinessUnitCEOsofanAsianFamily ownedconglomerate ThepurposeofthisdocumentistoguidenewCEOsthroughthebasicelementsofdevelopingaBU levelstrategic
3、plan Thispresentationiscomplementedbyacompaniondocumentthe BUStrategicPlanTemplateBook whichprovidescompletenessandconsistencyofBUstrategicplansubmissions ThesetemplatesarenotintendedtoreplaceorconstrainBUstrategicthinkingandshouldbeadaptedtoreflectaparticularBU ssectoralcontextasrequired WHATISABUS
4、TRATEGY Astrongbusinessconceptthatdrivesanintegratedsetofactionsthatcreatesvalueby Creatingproducts serviceswhosevalueexceedsthecostofprovidingthemCapturingvaluefromcompetitors customers distributors suppliers andproducersofsubstituteproductsandservices RATIONALEFORPROPOSEDDEFINITION Astrongbusiness
5、conceptthatdrivesanintegratedsetofactionsthatcreatesvalueby Creatingproducts serviceswhosevalueexceedsthecostofprovidingthemCapturingvaluefromcompetitors customers distributors suppliers andproducersofsubstituteproductsandservices COMMONELEMENTSOFREAL LIFESTRATEGIES Vision Where Strongbusinessconcep
6、tconsistingof Howtocompete DevelopedhighqualitystandardsandexcellentoperationalproceduresFocusondevelopingcriticalmassofstoresandestablishingmarketdominance McDonald sexperiencedphenomenalsuccessinglobalizationdueto SuccessfullyscreeningfranchiseesandadedicationtointenseinitialandongoingtrainingCons
7、istentdeliveryofhigh qualityfoodandservicearoundtheworldHugeeconomiesofscaleandpowerfulsupplierleverageCapitalizedon American appealofMcDonald sSuccessintailoringassortmentmixtomeetlocalneeds Wewanttobetheworld sbestquick servicerestaurantexperience Wewillofferidenticalexcellentqualityacrosstheworld
8、 Targetingabroadsetoftheurbanpopulation increasinglyofferingabundledproduct i e meals atalowpriceinmajorcitiesaroundtheworld McDONALD SEXAMPLE BUSTRATEGYREVIEWINTERACTIONS Highlyinteractivedebatedrivenbyfact basedunderstandingofenvironmentandinternalcapabilities HowdoyouexpectCompetitorAtoreact Hows
9、ustainableisyourbusinessmodel Canitbeeasilyduplicated Howrobustareyourcontingencyplans Howquicklycanyoushiftyourbusinessemphasistocaptureindustryopportunities BU CEO BUSTRATEGICPLANDEVELOPMENT Industrydynamicsandimplications Environmentalandinternalassessment Competitiveassessment Internalassessment
10、 Whatarethemajorchangesinindustrydynamicsandresultingopportunitiesandrisks Whatareyourcompetitivestrengthsandweaknesses Howdoesyourcurrentbusinessemphasisfitwithindustryopportunityandcompetitivelandscape Strategyarticulation Strategicdefinitionandimplications Strategicinitiatives Financialprojection
11、s WhatstrategywillyourBUpursueoverthenext3years Whatwillbetheimpactofmajorstrategicinitiatives Whataretheexpectedfinancialreturnsofyourstrategy Risk contingen cies strategicalternatives Whatstrategicalternativeshaveyouconsidered INDUSTRYDYNAMICSANDIMPLICATIONS EconomicsofdemandBysegmentSubstitutes a
12、bilitytodifferentiateVolatility cyclicalityEconomicsofsupplyProducerconcentrationanddiversityImportcompetitionCapacityutilizationEntry exitbarriersCoststructure fixedandvariable IndustrychaineconomicsCustomerandsupplierbargainingpower Whatarethemajorchangesinindustrydynamicsandtheresultingopportunit
13、iesandrisks Howisindustrystructurechangingwithrespecttodemand supply andindustrychaineconomics Whataretheresultingopportunitiesandrisks Whatistheexpectedcompetitorconduct Whataretheresultingopportunitiesandrisks Whatarethepresentandfutureexternalfactorsthatcouldpresentnewopportunitiesandrisks Majori
14、ndustrycompetitormovesMarketinginitiativesIndustrycapacitychangesM As divestituresVerticalintegration disaggregationAlliancesandpartnershipsCostcontrolandefficiencyimprovements ImpactandlikelihoodofmajorindustrydiscontinuitiesChangesinregulation governmentpolicyTechnologicalbreakthroughs Keyquestion
15、 Sub questions Issuestobeconsidered MayormaynotbeapplicabletoallBUs Whatindustryareyoucompetingin Whatarethevarioussegmentsintheindustry IndustrydefinitionIndustrysegmentationDefinitionSizing SEGMENTANALYSIS ILLUSTRATIVE Industryboundaries Segments Industrysegments Relativelydistinctsub groupingswit
16、hintheindustryMarketisrelativelysimilarwithinthesegmentbutdifferentacrosssegmentsDifferentindustrydynamicsmayvaryinimportanceindifferentsegments Producers Industry S TechnologybreakthroughsChangesingovernmentpolicy regulationsDomesticInternational EconomicsofdemandAvailabilityofsubstitutesDifferentiabilityofproductsRateofgrowthVolatility cyclicalityEconomicsofsupplyConcentrationofproducersImportcompetitionDiversityofproducersFixed variablecoststructureCapacityutilizationEntry exitbarriersIndustr
