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1、企业管理案例分析题及解题思路(四)Theenterprisemanagementcaseanalysisandthemethodofthinking(4)thedefaultclassificationof2009-09-0215:44:21reading193comments0words:largeandsmall18:apple，scontrolIn1977,thehistoryoftechnicalexpertsDiFu•whereby,NickandsaleshistoryofgeniusDiF
2、ujacobs,createdtheapplecomputercompany,theremarkablesuccessofthecompanyverysoon.Butsuccessdidn'tlastlong,inpartbecauseoftheIBMPC.Intheearly1980s,someobserversthoughtapplecomputercompaniesneededtightercontrolsandmorespecializedmemagement・Pepsi'sJohnsculle
3、ywasaskedtocometoappleforguidance・Forcontrolofthecompany,theScrippsthecostreductionmethodwasadoptedtoimproveprofitability,andatthesametimeincreasetheresearchanddevelopmentcostsinordertomakethecompanycanmaintaintheleadingpositionintechnology.Later,MrScull
4、eywasaccusedofnotspendingenoughonresearchanddevelopment,andtoomuchadvertising.Toreduceduplication,reducethebreak-evenpointandthefrictionbetweendepartments,app1erestructuredthecompany.Toimproveefficiencyandefficiency,appleintroducedanewreportingprogram.In
5、addition,alotofworkisdonetocontrolinventory,whichisoftenamajorproblemforPCcompanies・Thesemeasures,togetherwiththecompanytotheintroductionoftheMacintosh,IBMdominatedbusinesscompany,suchasuccessfulstrategyandthepopularityofdesktopprinting,makeapple*sfiscal
6、year1986wasincreasedbymorethan150%ofincome・Question:(1)howdoyouplanandcontroltherelationship?(2)whatotherprogramscanbeusedfororganizationalcontrol?Planningandcontrolaretwoaspectsofaproblem.Thefirstthingthemanagerwantstodoismakeaplan,andthenplantobecometh
7、estandardthatevaluatestheactionanditseffectiveness・Themorespecific,completeandcompletetheplan,thebetterthecontrolwillbe.Thereisnowaytomeasurewhethertheactiondeviatesfromtheplan,letalonecorrectingthebias・Therefore,theplanisthepremiseofcontro1.(2)thecompan
8、ymaybeadoptedbusinessbudget,financialbudget,budget,toobserve,reports,ratioanalysisandmanagementauditandotherformsoforganizationoperationcontro1.1.Thenewcompanychangetheformerheadquartersawayfromthebusinessdepartment,salesd
