Kinh doanh marketing - Chapter 6: Planning, organizing, and managing a small business

Chapter 6Planning, Organizing, and Managing a Small BusinessMcGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.Planning, Organizing, and Managing a Small BusinessImportance of PlanningStrategic, Operational, & Financial PlanningNeed & Purpose of a Business Plan6 - 2McGraw-Hill/IrwinPlanningThe Process Of Setting Objectives And Determining Actions To Achieve Those Objectives.Criteria For PlanningBe PreparedBe PatientKnow When To Get HelpForm Support SystemKnow Power Of Vertical IntegrationNever Rest On LaurelsKeith Brofsky/Getty ImagesPlanning & OtherManagerial FunctionsPlanningOrganizingStaffingLeadingControllingPlanningProvides Internally:Course Of ActionBases For ChangeMeans To DelegateJavier Pierini/Getty ImagesPlanningProvides Externally:Interest From Investors/LendersGuide Owner/Managers In OperationsGive Direction/Motivation To EmployeesAttracts Customers & Prospective EmployeesRyan McVay/Getty ImagesReasons ToNeglect PlanningDay-To-Day Activities Get In WayFear Of What It Might RevealLack Of Planning Knowledge Feeling Future Cannot Be Planned ForRequires:Original ThinkingTimeTo DifficultJason Reed/Getty ImagesTypes Of PlanningStrategic- Before Starting BusinessBusiness Plan to Attract:InvestorsFinanciersProspective EmployeesOperational- Continuous Before & After Business StartsJim Arbogast/Getty ImagesStrategic PlanningComprehensive Long-Term Direction To Help Business Accomplish Its Mission.Parts Of Strategic PlanMission: Long-Term DirectionObjectives: Short-Term EndsStrategies: Means To Achieve Objectives ForTotal FirmFunctional AreaAreas ForStrategic PlanningBusiness SelectionDetermining MissionDeciding On Start, Buy, FranchiseChoosing Product/ServiceIdentifying Target MarketPicking Legal StructureShaping Financial NeedsSelecting LocationRyan McVay/Getty ImagesSWOT AnalysisStrengthsWeaknesses1)2)3)4)1)2)3)4)OpportunitiesThreats1)2)3)4)1)2)3)4)Strategic UmbrellaSetting ObjectivesExternal EnvironmentClientsEconomyLegal & Political FactorsChanging DemographicsForeign CompetitionInternal Resources(Competitive Edge)HumanPhysicalFinancialRoyalty-Free/CORBISMission/StrategyJohn Smith, General AgentOperational PlanningSets Policies, Procedures, And Standards For Achieving Objectives.Parts Of Operational PlanPolices: Guides For Consistent ActionMethods & Procedures: Manner Of OperatingBudgets & Standards: Measures Of Control For ActivitiesJules Frazier/Getty ImagesAreas OfOperational PlanningChoosing LocationPlanning FacilitiesDeveloping Sources Of SupplyPlanning HR NeedsSetting Up Legal StructureDetermining Approach To MarketEstablishing Record SystemSetting Up ScheduleFinancial PlanningEstimating Income/ExpenseEstimating Initial InvestmentLocating Sources Of FundsRoyalty-Free/CORBISIncome And ExpensesNet ProfitExpensesVariableFixedEstimating Annual Income/Expense/Net ProfitSources Of FundsYour Own FundsFunds From OthersEquity InvestorsLendersPurposes OfBusiness PlanKeeps On TargetKeeps Creativity FocusedConcentrates Power On GoalPatagonik Works/Getty ImagesPlan Should IncludeProposed ProductExpected MarketIndustry Strengths & WeaknessesMarketing PoliciesOperations/Production MethodsFinancial AspectsStudios/Getty C Squared ImagesPreparing Business PlanBusiness Current StatusWhere Would Business Like To Be- ObjectiveWhat Will It Take To Get Business To Objective- StrategyOwner Should PrepareCreate Action StepsMonica Lau/Getty ImagesComponentsOf Business PlanCover SheetExecutive SummaryTable Of ContentsHistoryDescription Of BusinessDefinition Of MarketDescription Of Products & ServicesManagement StructureObjectives & GoalsFinancial DataAppendixesOutline OfExecutive SummaryWriting The PlanBe HonestUse The Third PersonUse Transitional WordsAvoid RedundanciesUse Short, Simple WordsUse VisualsPreparation For PresentationAdequacy Of Research & DevelopmentValidity Of ResearchUnderstanding Of BusinessFinancial ProjectionsPriority Of ObjectivesAbility To “Make It Happen”