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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

Supplying strategy are the factor, critical for success of industrial and commercial activity of the organisation. On the basis of available operating time in the field of formation of private functional supplying strategy the general model of formation of supplying strategy (drawing 2.1) [40,41,43, 44] is developed.
Stages 1 - 4 - the general for all supplying strategy. Problems of supplying strategy (a stage 5) are formed with allowance for mission and the purposes of activity of a communication statement, factors, both external, and internal, influencing its activity, and also with allowance for its current condition in the market and competitiveness of services represented it. The stage 6 represents list of problems and the program of corresponding actions which should be decided during formation of supplying strategy. The stage 7 represents the budget of supplying strategy - a costs estimate, connected with formation and realisation of supplying strategy. On the basis of results which should be reached, according to a stage 5, by realisation of actions of a stage 6, with involvement of the resources defined at a stage 7, the estimation of efficiency of the developed supplying strategy is made and the decision on expediency of its realisation is made. - Development cycles of supplying strategy on which dissertational work contains offers on perfection Drawing 2.1 - the General model of working out of supplying strategy for a communication statement Within the limits of the developed model of formation of supplying strategy it is offered to carry out through concept efficiency of supplying strategy interrelation of three its basic parametres (the formula (2.1) - (2.2)): - Reached result (solved problems) - a stage 5; - The actions necessary for the decision of tasks in view - a stage 6; - The budget of supplying strategy - a stage 7. »In \(2Л) JADS,) - »max, ? i?, (C,)-> max, (2.2) i Where Rt - effect from realisation of supplying strategy in time t, USD, Ct - expenses for realisation of supplying strategy in time t, USD, T - account horizon, the period Process of formation of supplying strategy - process with feedback; so, by results of an efficiency estimation at a stage 8 can be corrected, as the purposes of the operator (stages 1 and 2) and problems of the most supplying strategy (a stage 5), and the program of actions (a stage 6). The important problem at formation of supplying strategy of a communication statement is maintenance of their coordination [57]. The first stage of strategic planning of industrial and commercial activity consists in a formulation of the purpose (purposes) [58]. In modern management of the purpose execute some functions. First, are binding and co-ordinating means which allow to interact to various functional divisions of a communication statement. Secondly, define criteria of decision-making. If it is developed two alternative strategy of development, and it is necessary to choose one of them it is necessary to consider the purpose and to choose the most suitable criterion. One more function of the purposes connected with previous, - an estimation of results. With reference to advertising strategy considered as an example, this function means necessity of measurement of such indicators connected with the purpose, as a share of the market or awareness on mark [59]. The organisation purpose can present in the form of hierarchy: all purposes of the company are interdependent and should promote achievement of strategic targets of the organisation and mission fulfilment; problems of divisions more a high level are the purposes for divisions of lower level.
The advertising purposes the same as also organizational, should be effective and serve as effective criteria of decision-making. Moreover, they should be the effective communication tool connecting strategic and tactical decisions. The suitable and tempting purpose of advertising involves such concepts and the phenomena, as immediate sale or a market share. As a rule, such indicator for "estimation" of results of any campaign can be received easily [60]. Certainly, there are some concrete and clear situations when immediate sales are the good purpose. However the purposes including increase of volume of immediate sales, frequently cannot be effective since the sales volume depends not only on advertising strategy realisation, but also from other aspects of activity of the organisation [61]. Any organisation is and functions in the environment. Each action of all organisations probably only in the event that environment supposes its existence. The internal environment of the organisation comprises that potential which gives the chance to the enterprise to function, and, hence, and to survive in a certain space of time. However internal components can be and sources of problems of the organisation in that case when they do not supply necessary development. The environment is a source of the resources necessary for maintenance of internal potential up to the mark for the organisation. But limitation of resources, and also variability of factors of an environment conduct to that without corresponding management the organisation potential can oslabnut. The problem of strategic planning of industrial and commercial activity consists in maintenance of such interaction of the organisation with an environment which would allow it to support potential on necessary for achievement is more whole level. To produce a package of strategy of the organisation, to the persons making of the decision, it is necessary to know as about the internal environment of the organisation, its potential and development tendencies, and about an environment and a place which is taken in it by the organisation [62]. The theory of strategic planning for the analysis allocates set of three environments: macroenvironments, a microenvironment and the internal environment of the organisation. For advertising strategy formation it is offered to use the following analysis algorithm of environment. First of all, it is necessary for organisation to make the basic decision concerning what kinds of business to develop [63]. Some methods are for this purpose used, allowing to evaluate prospect of the market and organisation possibility to reach the purposes, working on the chosen market [64]: - Matrixes BKG (modified matrix BKG) and GE (Poppy-kinzi); - Concept SHELL/DPM; - The ADL/LC-analysis. After the basic decision on expediency of development of business or on its maintenance at the set level was accepted, it is necessary to carry out the analysis internal and an environment. Following methods are for this purpose used: - Situation analysis (the SWOT-analysis, SNW - the analysis, the PEST-analysis); - Method of construction of a profile of environment; - The analysis of functional cuts of the organisation. The offered model of realisation of the analysis is presented in drawing 2.2. The transferred methods of the analysis of environment were strongly fixed in practice of planning and used for an estimation of business units and by working out of such supplying strategy, as financial, investment, industrial, etc. [8, 31, 32]. In work use of these methods for formation of all supplying strategy, and estimations of "narrower" objects - concrete directions of activity of the organisation - a separate telecommunication service of the operator is offered. As an example in following sections working out of advertising strategy of the operator of cellular communication of standard GSM900/1800 will be considered. The methods of the analysis indicated above internal and an organisation environment will be used for prioritezatsii kinds of activity (services) of a communication statement, revealing internal strong and weaknesses and the analysis of external possibilities and threats (for the purpose of development of strategy of the advertising message and strategy of its distribution).
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A source: Solodova Irina Petrovna. Perfection of planning of industrial and commercial activity of communication statements by formation of effective supplying strategy. 2007

More on topic 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:

  1. 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)
  2. 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. 3.3 Formation and an estimation of efficiency of supplying advertising strategy of industrial and commercial activity of a communication statement
  4. Solodova Irina Petrovna Dissertatsija. . Perfection of planning of industrial and commercial activity of communication statements by formation of effective supplying strategy, 2007
  5. 1.3 Analysis of existing approaches to planning of industrial and commercial activity of communication statements
  6. 3.1 Definition of the purposes of a communication statement and problems of supplying strategy
  7. 3 working out and an estimation of efficiency of supplying strategy for the operator of cellular communication of of Novosibirsk (on an advertising strategy example)
  8. 1.2 Submission of industrial and commercial activity of communication statements in the form of business process
  9. 1.1 Orderings of the conceptual device and revealing of features of industrial-economic and commercial activity of communication statements
  10. 3.2. Working out and an estimation of business model of finance results of activity of industrial enterprise
  11. 3 Formation of system of marketing logistics as element supplying increase of competitiveness of trade enterprise
  12. 3 Formation of system of marketing logistics as element supplying increase of competitiveness of trade enterprise
  13. Tazetdinova Alexander Sergeevna. WORKING out of the METHODICAL APPROACH To FORMATION of STRATEGY of INNOVATIVE DEVELOPMENT of the ENTERPRISES of the INDUSTRIAL COMPLEX. The dissertation on competition of a scientific degree of a Cand.Econ.Sci. Irkutsk - 2014, 2014
  14. ? Formation of industrial strategy.
  15. § 1. Leaving of the statement of claim without consideration as the form of the mediated judicial review behind activity of the international commercial arbitration
  16. 1.4. Model of formation of the competence of corporate dialogue by means of information-communication technologies
  17. 3.1 Model of formation of functional strategy of the enterprise.
  18. 3.1.2. Working out of recommendations about formation of strategy of development of the enterprises, their production promoting advancement in the market
  19. § 1. Algorithm and the general principles of planning of investment activity of the generating company in the conditions of development of the competitive market
  20. 2.2 Perfection of a technique of definition of competitiveness of services of a communication statement