Lesson 4 -- Strategic and Operational Planning (large)

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1、StrategicandOperationalPlanningLESM538--ManagingtheSportEnterpriseLesson4:StrategicandOperationalPlanningPlanning•Oneofthemostimportanttasksmanagersdo•Threemajorbenefits:1.speedierdecisionmaking2.bettermanagementofresources3.cleareridentificationoftheactionstepsneededinordertoreach

2、importantgoals•EffectivemanagersdevelopsoundstrategicplansandsetachievableobjectivesLESM538--ManagingtheSportEnterpriseLesson4:StrategicandOperationalPlanningExampleofPoorPlanning•Greatideasdonotalwaysguaranteesuccess–forevery10productsintroduced8fail–highrateoffailureispoorplanni

3、ng•Examples–XFL(2001)•failedtoassessthecontrolthattheNFLhasoverplayertalent–didsecuresometelevisioncoverage(partneredwithNBC)–qualityoftheplayerswaspoor–citydidnot“identify”withtheteamnobrandidentity•betterplanningcreationofanalternativefootballleague(AFL)–wouldnotcompetedirectly

4、againsttheNFL»differentrules,fielddimensions,etc.LESM538--ManagingtheSportEnterpriseLesson4:StrategicandOperationalPlanningStrategicandOperationalPlanning•StrategicPlanning:–developsamissionandlong-termobjectives(>1year)–determinesinadvancehowtheywillbeaccomplished•OperationalPlann

5、ing:–setsshort-termobjectives–determinesinadvancehowtheywillbeaccomplishedLESM538--ManagingtheSportEnterpriseLesson4:StrategicandOperationalPlanningFiveStepsoftheStrategicPlanningProcessLESM538--ManagingtheSportEnterpriseLesson4:StrategicandOperationalPlanningOrganizationalStrategi

6、es•Aplanforpursuingtheorganization’smissionandachievingitsobjectives•ThreeLevelsofStrategy:1.corporate2.business3.functionalLESM538--ManagingtheSportEnterpriseLesson4:StrategicandOperationalPlanningThreeLevelsofStrategy•Corporate-levelstrategy–planformanagingmultiplelinesofbusiness

7、es–manylargecompaniesareactuallyseveralbusinesses•Business-levelstrategy–planformanagingonelineofbusiness•Functional-levelstrategy–planformanagingoneareaofthebusiness–typesoffunctionalareasmarketing,financeandaccounting,operationsandproduction,humanresourcesLESM538--ManagingtheSpo

8、rtEnterpriseLesson4:Strate