1.3 Analysis of existing approaches to planning of industrial and commercial activity of communication statements
organisation Functioning represents interaction of operating and operated subsystems. The process approach to management allocates key, supplying processes, developments and managements. Distinctive features of managerial processes concern following [39]: - Functions of business managerial processes consist in maintenance of a survival and organisation development, regulation of its current activity; - Business managerial processes have typical internal structure: planning, the activity organisation, the account, the control, regulation. Drawing 1.8 - Classification of business processes [39] Unlike the basic business processes, managerial processes directly do not create an added value, however are necessary for successful functioning of the organisation and guarantee of fulfilment of all other business processes. The major element of management of the organisations is planning. Results of the analysis of approaches to planning of industrial and commercial activity of the organisations are presented in drawing 1.9. Throughout the last three decades approaches to planning use as one of management tools were essentially changed. So, in 70th years planning consisted, mainly, in balancing of all indicators of activity of the organisation; in 80th years planning it was in addition considered as the function of management supplying a continuity of process of industrial and commercial activity of the organisation: planning should supply interrelation of a desirable condition of the organisation with a current situation and last experience. Now planning is considered also as means of achievement of the purposes of the organisation. Many authors [40, 2] recognise, that the problem of planning of new highly effective production/services (to which, in the majority all market of telecommunication services concerns) is now especially significant for the Russian enterprises where expansion of volume of granting of services is required, both on domestic, and on world the markets, achievement of high quality performances of represented services. It means growth of importance not only quality of planning, but also degree of a substantiation of all planned targets. Now communication statements even more often address to methods of strategic planning as to an element of management of industrial and commercial activity, considering sudden and sharp changes in an environment, technology and the markets as realities of the modern economic life requiring new effective receptions of management. Exist, however, and arguments against strategic planning of commercial activity which consist that "the situation varies too fast, therefore scheduling is senseless". Nevertheless, the majority recognises, that strategic planning of industrial and commercial activity gives the organisations conclusive advantages [41]: - Accurate definition of mission (long-term objectives) of the organisation; - The greatest possible revealing of the factors influencing realisation of mission; - Preliminary development of measures on prevention of threats for the organisation; - Decision-making, is maximum zadejstvujushchih advantages of the organisation; - High skoordinirovannost activity of various divisions and increase of controllability of the organisation as a whole; - Definition of indicators (control indicators), allowing authentically to evaluate organisation work; - Improvement of financial indexations of commercial activity; - Increase of stability of the organisation, owing to smaller influence on its activity of the personal factor and adverse indicators. On understanding of strategy of commercial activity exists two opposite sights [42]. The first understanding of strategy — as concrete long-term plan of achievement of a concrete long-term objective, and strategy development is a finding of the purpose and drawing up of the long-term plan. Thus, the final condition which is necessary for reaching through a long space of time is precisely enough defined, then fixed, that it is necessary to make to reach this condition. After that the plan of action with breakdown on the time intervals which realisation should lead to an ultimate goal is made. As an example of such strategy the long-term plan of production of certain production in which it is fixed, how many and that to make in each concrete period can serve. Defect of such approach consists that it is based on incorrect, even for a planned economy, the precondition: all occurring in the environment of change are predicted. At the second understanding, strategy is a long-term qualitatively certain direction of development of the organisation, concerning spheres, means and the form of its activity, system of mutual relations in the organisation, and also an organisation item in the environment, leading to its purposes. In this case, strategy, in a general view, it is possible to characterise as the chosen direction, functioning in which frameworks should lead the organisation to achievement of the purposes [43]. Examples of such strategy: «to increase a share of sales in the market to certain size, not lowering thus the price», or «to get into the networks of distribution supervised by competitors». In the general view strategy of industrial and commercial activity of the organisation is a general direction of actions of the organisation, following to which in long-term prospect should lead to its object in view. However such definition of strategy is fair by its consideration at top level of management of the organisation. For lower level strategy of higher level turns to the purpose. Thus the attention concentrates that the organisation does also that does not do both that is more important and that is less important in activity carried out by the organisation [41]. As a result of the analysis of the purposes and approaches to strategic planning the given process is presented in the form of the closed cycle which is beginning a formulation of mission and coming to an end with working out of supplying strategy (drawing 1.10). Supplying strategy concern [44]: - The commodity policy of the organisation; - Strategy of pricing or tariff strategy; - Strategy of interaction with the market of industrial resources; - Strategy of behaviour of the organisation in the market of money; - Strategy of decrease in industrial costs; - Strategy of investment activity; - Marketing strategy - Advertising strategy; - Personnel strategy. Depending on what purposes are put before itself by the organisation, from its internal resources and possibilities of environment the priority is given to this or that strategy. Thus, it is possible to present strategic planning of commercial activity in the form of process of a formulation of mission, the purposes and organisation problems with allowance for results of the analysis internal and an environment, formation of supplying strategy and their detailed elaboration to level of programs of actions, and also process of updating of initial installations by results of a feedback [44]. In practice, the most critical for success of formation and realisation of the strategic plan is the bottom level, it is caused by following reasons: - Supplying strategy define orientation of all functional subsystems of management by the organisation, - On the basis of supplying strategy programs of actions for each functional direction of activity of the organisation are formed; - The coordination of problems of separate supplying strategy and the general strategy defines effect from realisation of concrete programs of actions; - From timeliness and quality of the feedback received during formation and realisation of programs of actions, flexibility of a control system of the organisation depends. In the scientific and educational literature degree of study of questions of formation of supplying strategy of the organisation is various. However all transferred sources do not contain the general technique, the model comprehensible to formation of supplying strategy of a communication statement and an estimation of its influence on financial indexations of industrial and commercial activity. As an example confirming an urgency of questions of formation of effective supplying strategy of a communication statement, it is possible to result the analysis of dynamics of indicators of commercial activity of a communication statement (drawing 1.11) [55] on which basis it is possible to draw following conclusions: - The total amount of expenses for attraction of subscribers has the positive tendency and for four and a half a year has increased on 65 %; the principal cause consists in extensive growth of user's base and increase in a share of expenses at commissions to dealers in volume SAC; essential increases in commercial costs in the fourth quarter 2004 and are connected 2005 with New Year's shares and increase in connections of subscribers; - Specific expenses for attraction of the subscriber have decreased for four and a half a year only on 34 % while average yield of the subscriber (ARPU) has gone down in ~ 4 times; - In the reporting of the company till 2003 for expenditure for marketing and advertising were a part of commercial costs and were not analyzed as the separate factor of competitiveness and a source of efficiency of activity of the organisation. Thus, it is possible to draw following conclusions: 1 Functions and planning problems as element of system management for the last decades have undergone some evolutionary changes: from maintenance of interrelation of indicators of industrial activity of the organisation in 70th years to tselepolaganija in the borders set by mission of the organisation, and maintenance of achievement of objects in view - in the XXI-st century beginning. 2 Depending on the purposes, problems and the planning period there are some approaches to classification of plans. The majority of authors consider, that at the present stage economy developments by one of the most effective kinds of planning strategic planning as it allows flexibly with allowance for a changed environment and possibilities of the organisation is, to exercise administration of industrial and commercial activity of the company so that as a result of achievement of the purposes and the decision of problems the organisation moved in the frameworks set by mission. 3 Process of strategic planning represents the closed cycle which is beginning with tselepolaganija and coming to an end with formation of supplying strategy and their detailed elaboration to level of programs. In practice by the most essential to success of activity of the organisation the question of study of supplying strategy is. 4 Dynamics of expenses for attraction of subscribers in aggregate with dynamics of an indicator of average yield testifies to extensive development of the market and about availability of reserves in the field of optimisation of marketing activity of the organisation. Communication statements realise importance imidzhevoj making activity - the last some years two largest federal operators have conducted work on change of the brands; results of interrogations of experts and among the population testify to a positive effect of this work [56]. Thus, the brand, image of the organisation become one of the major factors defining its competitiveness.
More on topic 1.3 Analysis of existing approaches to planning of industrial and commercial activity of communication statements:
- Solodova Irina Petrovna Dissertatsija. . Perfection of planning of industrial and commercial activity of communication statements by formation of effective supplying strategy, 2007
- 2 working out of a technique of formation of effective supplying strategy at planning of industrial and commercial activity of communication statements (on an advertising strategy example)
- 1.2 Submission of industrial and commercial activity of communication statements in the form of business process
- 1.1 Orderings of the conceptual device and revealing of features of industrial-economic and commercial activity of communication statements
- 2.1 Working out of the general model of formation of supplying strategy as element of planning of industrial and commercial activity of a communication statement
- 3.3 Formation and an estimation of efficiency of supplying advertising strategy of industrial and commercial activity of a communication statement
- 2.4 Working out of a technique of an estimation of influence of supplying strategy on indicators of industrial and commercial activity of a communication statement
- §3. The analysis of existing models of planning of investments and structure of generating capacities of the electropower companies
- Existing models of placing of industrial enterprises and approaches to the decision of transport problems
- 1.2 Analysis of existing domestic approaches and techniques
- the Comparative analysis of approaches to raznourovnevomu to strategic planning
- the Analysis of existing approaches at the organisation of systems of check of conditions of technical installations