策略管理問題課件

WorkshopwithSFAGMAgribusinessTrainingProgramJuly2005StrategicManagementIssues

ValueAddedStrategyfor

AlbertaAgri-Food策略管理問題艾伯塔農(nóng)業(yè)食品增值策略

1July2005WorkshopwithStrategicManagem“EverythingIneedtoknow

Ilearnedonmyparent’sdairyfarm.”所有我需要知道我從我父母的牛奶農(nóng)產(chǎn)學(xué)到了2July2005“EverythingIneedtoknow

I

Management….?

管理？3July2005Management….?

管理？3July2005

Consulting….?

咨詢？4July2005Consulting….?

咨詢？4July2005

You’reintheknowledgebusinessifyoucan’texplaintoyourMotherwhatyoudo!!?如果你不能向你媽媽解釋你在做什么那你只有商業(yè)知識(shí)NancyBrown-Addison5July2005You’reintheknowledgebusin1977-2005:TheEvolutionofStrategy1997-2005：策略進(jìn)化MWBAOneMinuteManager一分鐘管理TotalQualityManagement全部質(zhì)量管理ThrivingonChaos!混亂的繁榮MarketingWarfare市場戰(zhàn)爭JustinTime正好及時(shí)TheVirtualOrganization有效的組織6July20051977-2005:TheEvolutionofStTheEvolutionofStrategywithinAgriculture農(nóng)業(yè)策略進(jìn)化Production–moreand/orbetter生產(chǎn)－更多和／或更好EfficienciesandLoweringCosts效率和低成本MarketingandTrade市場和貿(mào)易DevelopingValueAddedEnterprises發(fā)展增值企業(yè)FoodProcessing食品加工IndustrialUses工業(yè)用途InnovationandNewUses創(chuàng)新和新用途Nutraceuticals營養(yǎng)物Highvaluedindustrialapplications–finechemicals;plastics;高價(jià)值的工業(yè)用途－－精細(xì)化工，塑料7July2005TheEvolutionofStrategywithItallcomesdownto3basicquestions!全部歸結(jié)為三個(gè)問題1. Sowhat?那又怎么？2. Whocares?誰關(guān)心3. What’sinforme?什么是為我的？8July2005Itallcomesdownto3basicqStrategicManagementIssues:策略管理問題Therearetwomajorcategories:有兩個(gè)主要分類TechnicalIssues:技術(shù)問題agronomy,nutrientmanagement,nutrition,financial,marketresearch,communications,informationtechnology農(nóng)藝學(xué)，營養(yǎng)管理，營養(yǎng)，財(cái)政，市場研究，交流，信息技術(shù)DirectionalIssues方向問題Emergingand/ornewmarkets;evaluatingchoices;feasibility;businessplanning,facilitation顯現(xiàn)的和／或新的市場，評(píng)估選擇，可行性，商業(yè)計(jì)劃，簡易化9July2005StrategicManagementIssues:策SowhatdidIlearnonmyparentsdairyfarm?我從我父母的牛奶農(nóng)場學(xué)到了什么？Thereisnosubstituteforhardwork!沒有什么是努力工作的替代品Youonlygetoutwhatyouputin.你只會(huì)得到你付出的Themoreyoulookafteryourmostproductiveassets,themoreyougetback!你越照看你最多的生產(chǎn)資產(chǎn)，你就得到越多Don’tbesomethingyou‘renot!不要成為你不是的人10July2005SowhatdidIlearnonmypareMypersonaltrainingground我個(gè)人訓(xùn)練范圍MarketResearch–市場研究qualitative&quantitative質(zhì)量的和數(shù)量的ProgramEvaluation項(xiàng)目評(píng)估MarketingPlanning市場計(jì)劃MarketingCommunications市場交流SalesandMarketingManagement少收和市場管理StrategicPlanning策略計(jì)劃11July2005Mypersonaltrainingground我個(gè)人Somemoregemstoconsider!一些更多的精華去考慮12July2005Somemoregemstoconsider!一些更“Therearenoanswers

…….justquestions!!!”

JackKerouac沒有答案,只有問題13July2005“Therearenoanswers

…….just“Theheightofhumanwisdomis

thatweknownothing.”

LeoTolstoy人類智慧的高度是我們什么都不知道14July2005“Theheightofhumanwisdomi

ChangingCourse!改變課程TheValueAddedStrategyfortheAlbertaAgri-FoodSector艾伯塔農(nóng)業(yè)食品部門增值策略15July2005

ChangingCourse!改變課程TheValueBackground:背景Alberta–largelandbase,lowpopulation艾伯塔—大量土地,人口少Historically–producersofgrains,oilseeds,feedercattle歷史上就是谷物,油種子的生產(chǎn)者和牛飼養(yǎng)者Changesintransportationpolicies–significantimpactonproductioneconomics改變交通政策---對(duì)生產(chǎn)經(jīng)濟(jì)有明顯影響RatioofValueAddedtoFarmProduction–1:1增值對(duì)農(nóng)場生產(chǎn)的比例Strongsenseofnewopportunity強(qiáng)烈的感覺新機(jī)遇16July2005Background:背景Alberta–largel17July200517July2005Trends:趨勢Stronggrowthinconsumerorientedfoodproducts以消費(fèi)者為導(dǎo)向的食品產(chǎn)品增長GrowthinAsia–willleadtheworld亞洲增長—將會(huì)領(lǐng)導(dǎo)世界Growingconcernswithenvironment,foodsafety,foodsforhealth考慮到環(huán)境,食品安全,食品健康的增長Strategicalliances,supplychainmanagementwillbecriticalforgrowth策略聯(lián)盟,供應(yīng)鏈管理將對(duì)發(fā)展很重要Traditionalsitingfactorsdeclininginimportance–insteadR&D;technology;skilledpersonnel,marketdistribution傳統(tǒng)的引用因素在重要性方面下降–大體的是研發(fā),技術(shù),技術(shù)人員,市場分配18July2005Trends:趨勢StronggrowthinconsComparativeModels:相對(duì)模型Ontario(Canada)安大略(即拿大)USA美國UnitedKingdom英國Netherlands荷蘭Denmark丹麥19July2005ComparativeModels:相對(duì)模型19JulyTheAlbertaPosition:艾伯塔的位置Costcompetitive–grains,oilseeds,livestock成品競爭—谷類,油種子,牲畜Limitedresearch&development有限的研究和發(fā)展Distanttomarket與市場有距離MarketingStructures–strongcommodityorientation市場結(jié)構(gòu)—強(qiáng)烈的商品導(dǎo)向Majorityofprogramsandresourcesdirectedtoproduction大多數(shù)項(xiàng)目和自然都指向生產(chǎn)20July2005TheAlbertaPosition:艾伯塔的位置CosConclusion:結(jié)論“Thedemandforagri-foodandfibreproductsischangingrapidly….unlessAlbertaembarksonadifferentstrategyfromwhatiscurrentlyinplace,itrunstheriskoffallingbehindasasupplierofvalueaddedproducts.”對(duì)農(nóng)業(yè)食品和纖維產(chǎn)品的需要變化很快…除非艾伯塔從現(xiàn)在現(xiàn)存的著手不同的策略,將來有危險(xiǎn)會(huì)落在增值產(chǎn)品提供者的后面21July2005Conclusion:結(jié)論“ThedemandforRecommendations:推薦StrategicInitiative1:策略主動(dòng)1

CreateandFosteraValueAddedCulture創(chuàng)造和促進(jìn)增值文化StrategicInitiative2:策略主動(dòng)2

EstablishAlbertaasaKnowledgeandInnovation

Centreforselectednewuses建立艾伯塔為一個(gè)新用途的知識(shí)和創(chuàng)新中心StrategicInitiative3:策略主動(dòng)3

Developnewmarketingsystems(valuechains)發(fā)展新市場系統(tǒng)(價(jià)值鏈)22July2005Recommendations:推薦StrategicInTheVision:景象“Albertawillbeamajorsourceofhighquality,safe,differentiatedfoodproductssuppliedbyfoodproducerswhoaredynamic,customerfocusedandpartofmanagedsupplychainsintostrategicmarkets. Albertawillalsobeakeysourceofnewusesforfoodandfibreandbeknownasacentreofknowledgeandexpertiseinselectedareas.艾伯塔將會(huì)成為高質(zhì)量,安全,多種食品產(chǎn)品的中心,由動(dòng)態(tài)的,關(guān)注消費(fèi)者的,是策略市場管理供應(yīng)鏈一部分的生產(chǎn)者提供

Finally,Albertawillbecharacterizedbyahighlevelofco-operationacrossallstakeholders….”最終,艾伯塔將成為眾多成員中的高水平的合作者23July2005TheVision:景象“AlbertawillbeGuidingPrinciples:指導(dǎo)原則Buildonstrengths建立實(shí)力Cereals,oilseeds,beef,pork谷類食物,油種子,牛肉,豬肉GatewaytothePacificRim太平洋邊緣的大門Amarketdrivenfocus市場驅(qū)動(dòng)關(guān)注RecognizedResearch&DevelopmentExcellence承認(rèn)的然就和發(fā)展優(yōu)秀FormationofSupply(ValueChains)供給形成(價(jià)值鏈)Focusonqualityandfoodsafety關(guān)注質(zhì)量和食品安全Commitmenttotraining許諾訓(xùn)練Beneficiarypays受惠人支付24July2005GuidingPrinciples:指導(dǎo)原則BuildoTheStrategy:策略FormationofAlbertaValueAddedCorporation(AVAC)艾伯塔增值企業(yè)的形成FoodandFeedCentre食品和飼料中心NewUsesCentre新應(yīng)用中心SpecialServices特別服務(wù)BusinessDevelopment商業(yè)發(fā)展SupplyChainManagement供給鏈管理Training訓(xùn)練Financialservices金融服務(wù)25July2005TheStrategy:策略FormationofAl8YearsLater8年后Results:結(jié)果AVAC–formedin1997andnowamajorinvestorinagri-valueAVAC—于1997年形成,現(xiàn)在是農(nóng)業(yè)價(jià)值A(chǔ)VAC的主要投資者ValueChainInitiative–formedin1998–hostofmajorinternationalconference價(jià)值鏈動(dòng)力—1998年形成,--主要國際會(huì)議的招待機(jī)構(gòu)26July20058YearsLater8年后Results:結(jié)果26Ju8YearsLater8年后Results:結(jié)果SeveralMajorResearch&DevelopmentInitiatives幾個(gè)主要研究和發(fā)展動(dòng)力IFASALipidResearchUtilizationProgram脂類研究利用項(xiàng)目Agri-foodDiscoveryPlace農(nóng)業(yè)食品發(fā)現(xiàn)FoodProcessingDevelopmentCentre–majorexpansion食品加工發(fā)展中心—主要擴(kuò)展AlbertaEnvironmentalFarmPlanCompany艾伯塔環(huán)境農(nóng)業(yè)計(jì)劃公司27July20058YearsLater8年后Results:結(jié)果27JuButalsounexpectedsetbacks:但是還有意料外的腿部BSECrisis–amajorsetback!瘋牛病危機(jī)—主要退步HogIndustry–threemajorpricetroughs;countervailthreats養(yǎng)豬業(yè)—三個(gè)主要價(jià)格槽;補(bǔ)償危險(xiǎn)USFarmBill–lowgrainprices美國農(nóng)場法案—低谷類價(jià)格ContinuedIndustryconsolidation持續(xù)工業(yè)合并Numerousmarketfailures無數(shù)市場失敗Drought!Flooding!Etc!!干旱!洪災(zāi)!等等!28July2005Butalsounexpectedsetbacks:但Conclusions:結(jié)論Issuesaremanyandcomplex事件多種且復(fù)雜Askmanyquestions問許多問題Understandthebigpicture理解大背景Understandyourownstrengthsandweaknesses理解你自己的長處和短處Developguidingprinciplesandpriorities發(fā)展指導(dǎo)方針和優(yōu)先權(quán)Focus,focus,focus聚焦Strategicplanningtakesalotofhardwork策略計(jì)劃需要許多努力工作29July2005Conclusions:結(jié)論IssuesaremanyAFinalThought最后的想法“Ajourneyof1000milesalwaysbeginswiththefirststep…”1000英里的路程從第一步開始AncientChineseProverb(Justmakesureyourfeetarepointedintherightdirection!!)(只要明確你的腳指向?qū)Φ姆较?30July2005AFinalThought最后的想法30July200WorkshopwithSFAGMAgribusinessTrainingProgramJuly2005StrategicManagementIssues

ValueAddedStrategyfor

AlbertaAgri-Food策略管理問題艾伯塔農(nóng)業(yè)食品增值策略

31July2005WorkshopwithStrategicManagem“EverythingIneedtoknow

Ilearnedonmyparent’sdairyfarm.”所有我需要知道我從我父母的牛奶農(nóng)產(chǎn)學(xué)到了32July2005“EverythingIneedtoknow

I

Management….?

管理？33July2005Management….?

管理？3July2005

Consulting….?

咨詢？34July2005Consulting….?

咨詢？4July2005

You’reintheknowledgebusinessifyoucan’texplaintoyourMotherwhatyoudo!!?如果你不能向你媽媽解釋你在做什么那你只有商業(yè)知識(shí)NancyBrown-Addison35July2005You’reintheknowledgebusin1977-2005:TheEvolutionofStrategy1997-2005：策略進(jìn)化MWBAOneMinuteManager一分鐘管理TotalQualityManagement全部質(zhì)量管理ThrivingonChaos!混亂的繁榮MarketingWarfare市場戰(zhàn)爭JustinTime正好及時(shí)TheVirtualOrganization有效的組織36July20051977-2005:TheEvolutionofStTheEvolutionofStrategywithinAgriculture農(nóng)業(yè)策略進(jìn)化Production–moreand/orbetter生產(chǎn)－更多和／或更好EfficienciesandLoweringCosts效率和低成本MarketingandTrade市場和貿(mào)易DevelopingValueAddedEnterprises發(fā)展增值企業(yè)FoodProcessing食品加工IndustrialUses工業(yè)用途InnovationandNewUses創(chuàng)新和新用途Nutraceuticals營養(yǎng)物Highvaluedindustrialapplications–finechemicals;plastics;高價(jià)值的工業(yè)用途－－精細(xì)化工，塑料37July2005TheEvolutionofStrategywithItallcomesdownto3basicquestions!全部歸結(jié)為三個(gè)問題1. Sowhat?那又怎么？2. Whocares?誰關(guān)心3. What’sinforme?什么是為我的？38July2005Itallcomesdownto3basicqStrategicManagementIssues:策略管理問題Therearetwomajorcategories:有兩個(gè)主要分類TechnicalIssues:技術(shù)問題agronomy,nutrientmanagement,nutrition,financial,marketresearch,communications,informationtechnology農(nóng)藝學(xué)，營養(yǎng)管理，營養(yǎng)，財(cái)政，市場研究，交流，信息技術(shù)DirectionalIssues方向問題Emergingand/ornewmarkets;evaluatingchoices;feasibility;businessplanning,facilitation顯現(xiàn)的和／或新的市場，評(píng)估選擇，可行性，商業(yè)計(jì)劃，簡易化39July2005StrategicManagementIssues:策SowhatdidIlearnonmyparentsdairyfarm?我從我父母的牛奶農(nóng)場學(xué)到了什么？Thereisnosubstituteforhardwork!沒有什么是努力工作的替代品Youonlygetoutwhatyouputin.你只會(huì)得到你付出的Themoreyoulookafteryourmostproductiveassets,themoreyougetback!你越照看你最多的生產(chǎn)資產(chǎn)，你就得到越多Don’tbesomethingyou‘renot!不要成為你不是的人40July2005SowhatdidIlearnonmypareMypersonaltrainingground我個(gè)人訓(xùn)練范圍MarketResearch–市場研究qualitative&quantitative質(zhì)量的和數(shù)量的ProgramEvaluation項(xiàng)目評(píng)估MarketingPlanning市場計(jì)劃MarketingCommunications市場交流SalesandMarketingManagement少收和市場管理StrategicPlanning策略計(jì)劃41July2005Mypersonaltrainingground我個(gè)人Somemoregemstoconsider!一些更多的精華去考慮42July2005Somemoregemstoconsider!一些更“Therearenoanswers

…….justquestions!!!”

JackKerouac沒有答案,只有問題43July2005“Therearenoanswers

…….just“Theheightofhumanwisdomis

thatweknownothing.”

LeoTolstoy人類智慧的高度是我們什么都不知道44July2005“Theheightofhumanwisdomi

ChangingCourse!改變課程TheValueAddedStrategyfortheAlbertaAgri-FoodSector艾伯塔農(nóng)業(yè)食品部門增值策略45July2005

ChangingCourse!改變課程TheValueBackground:背景Alberta–largelandbase,lowpopulation艾伯塔—大量土地,人口少Historically–producersofgrains,oilseeds,feedercattle歷史上就是谷物,油種子的生產(chǎn)者和牛飼養(yǎng)者Changesintransportationpolicies–significantimpactonproductioneconomics改變交通政策---對(duì)生產(chǎn)經(jīng)濟(jì)有明顯影響RatioofValueAddedtoFarmProduction–1:1增值對(duì)農(nóng)場生產(chǎn)的比例Strongsenseofnewopportunity強(qiáng)烈的感覺新機(jī)遇46July2005Background:背景Alberta–largel47July200517July2005Trends:趨勢Stronggrowthinconsumerorientedfoodproducts以消費(fèi)者為導(dǎo)向的食品產(chǎn)品增長GrowthinAsia–willleadtheworld亞洲增長—將會(huì)領(lǐng)導(dǎo)世界Growingconcernswithenvironment,foodsafety,foodsforhealth考慮到環(huán)境,食品安全,食品健康的增長Strategicalliances,supplychainmanagementwillbecriticalforgrowth策略聯(lián)盟,供應(yīng)鏈管理將對(duì)發(fā)展很重要Traditionalsitingfactorsdeclininginimportance–insteadR&D;technology;skilledpersonnel,marketdistribution傳統(tǒng)的引用因素在重要性方面下降–大體的是研發(fā),技術(shù),技術(shù)人員,市場分配48July2005Trends:趨勢StronggrowthinconsComparativeModels:相對(duì)模型Ontario(Canada)安大略(即拿大)USA美國UnitedKingdom英國Netherlands荷蘭Denmark丹麥49July2005ComparativeModels:相對(duì)模型19JulyTheAlbertaPosition:艾伯塔的位置Costcompetitive–grains,oilseeds,livestock成品競爭—谷類,油種子,牲畜Limitedresearch&development有限的研究和發(fā)展Distanttomarket與市場有距離MarketingStructures–strongcommodityorientation市場結(jié)構(gòu)—強(qiáng)烈的商品導(dǎo)向Majorityofprogramsandresourcesdirectedtoproduction大多數(shù)項(xiàng)目和自然都指向生產(chǎn)50July2005TheAlbertaPosition:艾伯塔的位置CosConclusion:結(jié)論“Thedemandforagri-foodandfibreproductsischangingrapidly….unlessAlbertaembarksonadifferentstrategyfromwhatiscurrentlyinplace,itrunstheriskoffallingbehindasasupplierofvalueaddedproducts.”對(duì)農(nóng)業(yè)食品和纖維產(chǎn)品的需要變化很快…除非艾伯塔從現(xiàn)在現(xiàn)存的著手不同的策略,將來有危險(xiǎn)會(huì)落在增值產(chǎn)品提供者的后面51July2005Conclusion:結(jié)論“ThedemandforRecommendations:推薦StrategicInitiative1:策略主動(dòng)1

CreateandFosteraValueAddedCulture創(chuàng)造和促進(jìn)增值文化StrategicInitiative2:策略主動(dòng)2

EstablishAlbertaasaKnowledgeandInnovation

Centreforselectednewuses建立艾伯塔為一個(gè)新用途的知識(shí)和創(chuàng)新中心StrategicInitiative3:策略主動(dòng)3

Developnewmarketingsystems(valuechains)發(fā)展新市場系統(tǒng)(價(jià)值鏈)52July2005Recommendations:推薦StrategicInTheVision:景象“Albertawillbeamajorsourceofhighquality,safe,differentiatedfoodproductssuppliedbyfoodproducerswhoaredynamic,customerfocusedandpartofmanagedsupplychainsintostrategicmarkets. Albertawillalsobeakeysourceofnewusesforfoodandfibreandbeknownasacentreofknowledgeandexpertiseinselectedareas.艾伯塔將會(huì)成為高質(zhì)量,安全,多種食品產(chǎn)品的中心,由動(dòng)態(tài)的,關(guān)注消費(fèi)者的,是策略市場管理供應(yīng)鏈一部分的生產(chǎn)者提供

Finally,Albertawillbecharacterizedbyahighlevelofco-operationacrossallstakeholders….”最終,艾伯塔將成為眾多成員中的高水平的合作者53July2005TheVision:景象“AlbertawillbeGuidingPrinciples:指導(dǎo)原則Buildonstrengths建立實(shí)力Cereals,oilseeds,beef,pork谷類食物,油種子,牛肉,豬肉GatewaytothePacificRim太平洋邊緣的大門Amarketdrivenfocus市場驅(qū)動(dòng)關(guān)注RecognizedResearch&DevelopmentExcellence承認(rèn)的然就和發(fā)展優(yōu)秀FormationofSupply(ValueChains)供給形成(價(jià)值鏈)Focusonqualityandfoodsafety關(guān)注質(zhì)量和食品安全Commitmenttotraining許諾訓(xùn)練Beneficiarypays受惠人支付54July2005GuidingPrinciples:指導(dǎo)原則BuildoTheStrategy:策略FormationofAlbertaValueAddedCorporation(AVAC)艾伯塔增值企業(yè)的形成FoodandFeedCentre食品和飼料中心NewUsesCentre新應(yīng)用中心SpecialServices特別服務(wù)BusinessDevelopment商業(yè)發(fā)展SupplyChainManagement供給鏈管理Training訓(xùn)練Financialservices金融服務(wù)55July2005TheStrategy:策略