x27StrategicPlanningx27GuidelinesforIEEEEntities对I
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"Strategic Planning" Guidelines for IEEE EntitiesDraft by A. J. SchwabVersion 0 -06/14/96(Initiated by the discussion during the San Diego SPC-Meeting in Feb. 1996)IntroductionStrategic Planning is a most valuable tool helping organizations improve their performance and total quality. Strategic planning simply means creating a strategy giving guidance in realizing a vision .A strategy tells how to get from where an organization is to where it wants to be or is supposed to be. Moving from the status quo to the envisioned state is a process, that is a combination of sequential and concurrent activities. A strategy can be considered aplan or map of this process.It is appropriate to distinguish between long-term and medium-term strategic planning .-Long-term strategic planning is done at the corporate level of an organization, looks many years ahead and results in a grand strategy (altern.: corporate strategy, masterstrategy). The grand strategy consists of a corporate mission , a corporate policy , andstrategic, far-reaching goals. The grand strategy is written in very general terms and iswidely published to customers, members etc. (Not necessesarly true in industrialorganizations.)-Medium-term strategic planning can be done at the corporate level but also at lower levels. It builds on the grand strategy, looks 1 to 3 years ahead, specifies objectivesto be sought to move the organisation toward achieving its strategic goals, and resultsin a medium-term strategy. The medium-term strategy consists of an imperative mission ,objectives and object strategies suggesting specific projects. The medium-term strategyis the database from which an operational plan is derived, specifying individualprojects. It is written in very specific terms and is, basically, an internal documentaccessible only to the corporation's managers, in the case of the IEEE, its staff andvolunteers.Usually, a long-term strategy document is accompanied by a medium-term strategy document. Alternatively, a medium-term strategy document could include a Prologue "Long-term strategy". Obviously, long-term strategy and medium-term strategy address different audiences and differ by broad, far-reaching goals on the one hand and specific, short-term objectives on the other hand.The basic structure of the overall strategic planning process and its components are shown in Figure 1.Long-Term Strotegk:Pluming,Short TermStr^ijcPlcrinng pl帧loui^r□p^^jonal 卩由rrihgImpbmendon (hAru^emert &Innplemertas]Figure 1: Basic structure and components of Long- and Short-Term Strategic Planning .The components and their relationships are explained in more detail in the following paragraphs.Lon g-term Strategic Pla nningCreatio n of a gra nd strategy beg ins with a Ion g-term visio n existi ng in the mi nd of the top corporate man ageme nt In order to realize its visio n and to com muni cate it to others, the top corporate man ageme ntwrites dow n a corporate missio n and cracks the missi on into strategic goals, e.g. IEEE's missi on and goals:"The Institute of Electrical and Electronics Engineers promotes the developme nt ofelectrotech no logy and allied scie nces, the applicati on of those tech no logies forthe ben efit of huma ni ty, the adva nceme nt of the professi on, and the well-be ing ofits members."—Goal 1: Globalization —Goal 5: Educati on-Goal 2: Information Exchange -Goal 6: Public Support—Goal 3: Products and Services -Goal 7: Organization—Goal 4: Sta ndards —Goal 8: FinanceFurther, the top corporate man ageme nt outl ines operat ing and decisi on guideli nes for deali ng with members, employees, nonm embers, colleagues and the gen eral en vir on- ment of the organi zati on, so-called corporate policy or corporate culture.In more detail, creati ng a Ion g-term strategy is accomplished by-an alyz ing all bus in ess opport un ities,—evaluat ing adva ntages and disadva ntages of the various opti ons con sideri ng en viro nmen tal in flue nces and finan cial resources,-establishing a corporate policy,-specifying desired goals.By hav ing coined the corporate missi on, chose n a certa in set of strategic goals and by having defined the corporate policy , the top management has created agrand strategy. The gra nd strategy is the smallest com mon denomin ator to which all members of an organization must become committed. It is followed by a medium-term strategic pla nning process run by a strategic pla nners committee, in clud ing participa nts from all man ageme nt levels.Medium-Term Strategic Pla nningMedium Term Strategic Planning presumes that the corporate mission, corporate policy and strategic goals exist already. The strategic planners of the medium-term strategy build on the Ion g-term strategy and are gen erally concerned with the ide nti- fication of objectives and specific activities being means of reaching the goals of the grand strategy. Further, medium-term strategic planning deals with evolutionary cha ngeq e.g. the updati ng of existi ng goals, add ing of new goals, improveme nt of weak points in various areas of the organization, etc.Creat ing the medium-term strategy beg ins with a comprehe nsive an alysis of the prese nt stateof the organization. SWOT-Analysis has proven, to be a highly valuable tool for this purpose. This method identifies systematically the Strengths and Weaknessesof the organization as well as the Opportunities and Threats of its environment. In addition to this analysis, the present policy and present strategies must be discussed and challenged. In order that all IEEE volunteers identify themselves with the goals and the objectives of the strategic planning process, the strategic planners must frequently step in the volunteer's and regular member's shoes wich enables them to better con sider member's expectatio ns.Based on the results of this an alysis exist ing goals must be updated or upgraded, new goals mustbe ide ntified. Possible cha nces a nd opti ons must be evaluated, possibly supported by the development of scenarios. Eventually, all options are prioritized and a set of objectives for each goal is identified. As a result of these activities the strategic pla nn ers carry in their head a com mon medium-term visi on. This visi on describes in present tense a virtual state of the organization which, of course, does not yet exist, e.g.:"IEEE is the best practice professional organization exceeding members expectations byits superb member services. It is perceived as a role model by all other professi onalorga ni zati ons, eve n in huma nities or politics. Because of IEEE's in valuablesupport of their daily work and professional life, all electrical, electronic andcomputer scienee engineers consider IEEE membership a must."Usually, all ide ntified objectives and opti ons, one way or ano ther, are capable of improv ing an organization's performanee. Hence, one could be naive and try to implement all of them simultaneously. However, most activities cause cost and, because the resources are limited, one must make a selection and prioritize all options with respect to their potential of achieving the selected goals and objectives. By selecting specific activities (projects) with respect to their cost and efficie ncy in reach ing the objectives and goals and by allocating commensurate resources to these options, one has desig ned a medium-term strategy, including as many objective strategies as objectives exist. I n other words "A medium-term strategy is a comb in ati on of carefully selected objectives and activities for which the spiritual fathers of the strategy allocate comme nsurate resources."In order to realize their visio n and to com muni cate it to all volun teers dow nstream the organization, the strategic planners write down their thoughts in form of an imperative missi on and a set ofobjectives for each goal to be achieved.Imperative Missi onAn imperative mission defines a task, for instance"Make IEEE the best practice professional organization perceived as the standardagainst which other professional organizations benchmark themselves. Enhance IEEE'smember services such that electrical, electronics, and computer science engineers wouldconsider lacking IEEE membership a missed opport uni ty".The imperative missi on is cracked into smaller pieces, so-called objectives. Each objective has its own objective-strategy, specify ing the projects achiev ing that objective.The granularity of the objectives and projects depends on the complexity of the missio n.Upon docume ntatio n of the imperative missi on, the objectives, and the in dividual objective-strategies in writte n form an operati onal pla n is gen erated list ing in detail all projects required to achieve in dividual objectives.Gen erati ng the Operati onal Pla nVisi ons and missi ons by themselves do not guara ntee successVisi ons must be realized, missions executed, and planned goals and objectives be reached. Therefore, the most substantial andconcrete component of strategic planning is the operational plan (implementation matrix) whichprecisely defines who does what, when, how and where, when certain results (milestone^ must exist and which financial resources (budget) are associated with specific activities.The operatio nal pla n accompa nies the strategic docume nt and, as a rule, must be desig ned with stro ng in volveme nt, at least close supervisi on, of the strategy's pla nn ers. The operational plan specifies numerous projects for which project managers must be appo in ted and finan cial resources be allocated. Both are man ageme nt decisi onsDesign of the action plan must by no means be completely delegated to the imple- men ters If so, strategic pla nning will rema in without impact and will be comme nted as Fu-Fu dust etc. Only poor managers create missions and visions and expect their realization exclusively from theimplementers. Highly qualified top managers do not only create visi ons but carry also substantial thoughts in their mind about how they want to realize their visi on and com muni cate these thoughts to their subord in ates.Frequently, strategic planning and operative planning (operational plan design) are regardedisolated actions. False, optimum results are obtained only if the strategicObjective G1.1Objective G2.1Objective G3.1Objective G4.1Objective G5.1Objective G6.1Objective G7.1Objective G8.1 Objective G1.2, Objective G2.2, Objective G3.2, Objective G4.2, Objective G5.2, Objective G6.2, Objective G7.2, Objective G8.2, Objective G1.3... Objective G2.3... Objective G3.3... Objective G4.3... Objective G5.3... Objective G6.3... Objective G7.3... Objective G8.3...pla nn ers are sufficie ntly kno wledgeable and compete nt, i n order to ide ntify the right operative activities and the right strategies themselves. Although the design of the acti on pla n may be delegated to their subord in ates, the spiritual fathers must con tribute to the formulation of detailed objectives and objective-strategies. Thereby, operative pla nning becomes part of strategic pla nning.An example of an operatio nal pla n is show n in Figure 2.The in dividual projects of the operatio nal pla n are described in detail using separate project sheets Figure 3.IEEE F^jnct ,ResponabkV* lunger: 彌Project Start Projejct EndPrepared bf ______________________ D 童et _______________________CirfentRwboriDatft _______________iwfeassune (/successWile 旳唯 Ori|.RtuinlDM 闽则ID 血 血也R«sponsibk Figure 3: Typical project sheet.Con trolli ngUpon execution of the operational plan, the spiritual fathers of the strategy must compare the goals and objectives reached with the goals and objectives planned and must decide whether the impleme ntatio n was successful or not. Without this feedback the whole process is veryinefficient, if not useless.EpilogueIn view of the prese nt perma nent cha nges of a bus in ess' en viro nment it is occasi on ally argued that developme nt of a strategy is no Ion ger meanin gful, in stead, professi onal improvisation would be required. Of course, fast reaction to environmental changes and constraints is positively needed, however, it does not make planning obsolete. Today's planners, simply, must be prepared more than ever to run their plans and strategies flexibly and to match them permanently with instantaneous boundary condition s.Bud 呼Ebn 個心Qjrnenty&*r[)Qirnncpluf one (]Incorne Expense。