Strategic Planning in Business

商业战略规划

Strategic planning is key for success in business. By planning strategically for the future, a business can achieve its goals. It’s easier said than done, but the more you know about strategic planning, the better chance you have at succeeding.

战略规划是商业成功的关键。通过对未来的战略规划，企业可以实现其目标。说起来容易做起来难，但是你对战略规划了解得越多

What Is Business Strategic Planning?

什么是企业战略规划？

Business strategic planning is the process of creating a business strategy and an accompanying business strategic plan to implement a company’s vision and achieve its goals over time. The main goal of strategic planning is to take a company from its current state to its desired state through a series of business actions.

业务战略规划是创建业务战略和伴随的业务战略计划的过程，以实现公司的愿景和实现其目标。战略规划的主要目标是通过一系列的商业行动使公司从目前的状态达到期望的状态。

The business strategic planning process usually consists of defining business goals, doing a SWOT analysis to assess the company’s business environment and developing a business strategy. The leadership team is in charge of business strategic planning, as it has a very important impact on the overall direction of a company.

业务战略规划过程通常包括定义业务目标、进行SWOT分析以评估公司的业务环境和制定业务战略。领导团队负责业务战略规划.

To oversee the execution of a business strategic plan, managers need to manage time, costs and tasks. ProjectManager is a project planning tool that allows managers to plan, schedule and manage their team’s work. Plan your work with professional tools such as Gantt charts, kanban boards, task lists and calendars. Then track your progress in real time to stick to your strategic plan. Get started for free.

为了监督业务战略计划的执行，管理人员需要管理时间、成本和任务。ProjectManager是一个项目规划工具，允许经理计划、安排和管理其团队的工作。使用甘特图、看板、任务列表和日历等专业工具规划您的工作。

The Strategic Planning Process in 3 Steps

战略规划流程的三个步骤

Strategic planning is very important, but it doesn’t need to be overly complex. Let’s simplify this process by breaking it down into three simple steps.

战略规划是非常重要的，但它不需要过于复杂。让我们将此过程简化为三个简单的步骤。

1. Set Business Goals

1.设定业务目标

A business goal is simply an accomplishment that a company wants to achieve in the short, medium or long term. Business goals can take many forms such as increasing sales, revenue, customer satisfaction levels and brand positioning, among many other things.

一个商业目标只是一个公司希望在短期、中期或长期内实现的成就。业务目标可以采取多种形式，例如增加销售额、收入、客户满意度和品牌定位等。

2. Conduct a SWOT Analysis

2.进行SWOT分析

The goal of a business strategy is to leverage the strengths of a business and minimize the impact of its weaknesses. Those two things are internal factors. The strengths of a company can become competitive advantages that can lead to business growth. There are many types of business strengths and weaknesses such as scale, speed, or R&D, just to name a few.

企业战略的目标是利用企业的优势，最大限度地减少其弱点的影响。这两件事都是内部因素。一个公司的优势可以成为竞争优势，可以导致业务增长。

Threats and opportunities refer to external factors such as competitors or an untapped market. A successful business strategy considers all of these factors to define how a product or service will be created, marketed and sold, and a SWOT analysis is a great starting point.

威胁和机会指的是外部因素，如竞争对手或未开发的市场。一个成功的商业战略考虑所有这些因素来定义一个产品或服务将如何创建，营销和销售，SWOT分析是一个很好的起点。

3. Develop a Business Strategy & Strategic Plan

3.制定业务战略和战略计划

Once you’ve completed your SWOT analysis, you can create a business strategy that’s designed to help position your company in the market. Your business strategy guides how you produce, market and sell your product or service based on internal and external analysis.

完成SWOT分析后，您就可以创建一个旨在帮助您的公司在市场中定位的业务战略。您的业务战略指导您如何根据内部和外部分析来生产.

Then, you’ll need a strategic plan to explain how you plan to execute that business strategy.

然后，您需要一份战略计划来解释您计划如何执行该业务战略。

What Is a Business Strategic Plan?

什么是业务战略计划？

A business strategic plan is an implementation plan that’s meant to turn a business strategy into action items that can be executed over time. Business strategic plans are usually executed over the course of 3-5 years.

业务战略计划是一种实施计划，旨在将业务战略转化为可以长期执行的行动项目。业务战略计划通常在3-5年内执行。

How to Develop a Strategic Plan

如何开发战略计划

To develop a strategic plan, you should ask yourself the following three questions.

要制定一个战略计划，你应该问自己以下三个问题。

Where Is the Business Now? Gather as much information on your business as possible including internal operations and what drives its profitability. Compare the business to competitors and note the similarities and differences in detail. This isn’t a day-to-day operational study, but a broader look at the business in context to itself and its environment. But don’t go crazy; stay realistic in terms of your business goals. Be detached and critical in your analysis.

现在的业务在哪里？收集尽可能多的业务信息，包括内部运营和推动盈利的因素。将该企业与竞争对手进行比较，并详细记录相似之处和不同之处。这不是一个日常的运营研究，而是一个更广泛的审视业务本身及其环境的背景。

Where Do You Want to Go? Now it’s time to decide what your top-level objectives are for the future. Start with a vision statement, objectives, values, techniques and goals. Look forward to five years or more to forecast where you want the business to be at that time. This means figuring out what the focus of the business will be in the future. Will that focus differ from what it is now, and what competitive advantages do have you in the marketplace? This is where you build the foundation and initiate changes.

你想去哪里？现在是时候决定你未来的最高目标了。从愿景声明、目标、价值观、技术和目标开始。展望五年或更长的时间来预测你希望业务在那个时候。这意味着要弄清楚未来的业务重点是什么。

How Can You Get There? Once you know where you are and where you want to go, it’s time to plan. What are the changes to the structure, financing, etc., necessary for the business to get there? Decide on the best way to implement those changes, the timeframe with deadlines and how to finance it. Remember, this is looking at the business at large, so consider major endeavors such as diversification, existing growth, acquisition and other functional matters. A gap analysis can be a big help here.

您如何实现这一目标？一旦你知道你在哪里，你想去哪里，是时候计划了。在结构、融资等方面有哪些变化，是企业实现目标所必需的吗？确定实施这些变革的最佳方式、时间表和最后期限以及融资方式。

Once you’ve answered the above questions and have a way to achieve the long-term goals laid out in the strategic plan, the next step is making sure you have the right person to manage all of its moving parts. They must be analytical, a creative thinker and able to grasp operational detail.

一旦你回答了上述问题，并有办法实现战略计划中列出的长期目标，下一步是确保你有合适的人来管理它的所有移动部分。

That doesn’t mean the strategic plan is led by one person. It’s best to not do it alone; seek other opinions. The people in your organization, from bottom to top, are all great resources to offer perspectives from their standpoints. Don’t forget to take in the advice of stakeholders, including customers, clients, advisors and consultants.

这并不意味着战略计划由一个人领导。最好不要单独行动;征求其他意见。你的组织中的人，从下到上，都是从他们的立场提供观点的伟大资源。

Key Components of a Business Strategic Plan

业务战略计划的关键组成部分

To create a strong strategic plan, one must first have a strong understanding of the business that is to expand. How does the business work? Where does the business stand in relation to competitors in the marketplace? A strategic plan is built on the bones of the following foundational elements:

要制定一个强有力的战略计划，首先必须对要扩展的业务有深刻的理解。企业是如何运作的？

Mission Statement: The mission statement describes what your company does.

公司使命：使命宣言描述了您公司的业务。

Vision Statement: The vision statement explains where your company expects to be in the future.

愿景声明：愿景声明解释了您的公司对未来的期望。

Core Values: Guiding principles that shape your company’s organizational culture.

核心价值观：塑造公司组织文化的指导原则。

Business Objectives: Consider using the SMART goal-setting technique. This simply means setting up specific, measurable, attainable, relevant and time-bound objectives that your company wants to achieve.

业务目标：考虑使用SMART目标设定技术。这仅仅意味着建立具体的、可衡量的、

SWOT Analysis: External and internal factors that make up your company’s business competitive environment.

SWOT分析：构成公司业务竞争环境的外部和内部因素。

Action Plan: A plan outlining steps that will be taken to achieve the business objectives of your organization.

行动计划：概述为实现组织的业务目标而将采取的步骤的计划。

Financials: A section that shows the financial performance expectations and the resources that will be required to implement the action plan.

财务：显示财务绩效预期和实施行动计划所需资源的部分。

Performance Measurements: Performance indicators that will be used to measure the effectiveness of the action plan.

性能测量：将用于衡量行动计划有效性的绩效指标。

Never forget to check your strategic plan against reality. In addition to being achievable, it must be practical for your business environment, resources and marketplace.

永远不要忘记对照现实检查你的战略计划。除了可实现之外，它还必须对您的业务环境、资源和市场切实可行。

Business Strategic Plan Example

业务战略计划示例

Now let’s look at a simple business strategic plan example. This is a strategic plan for a small construction company.

现在让我们看一个简单的商业战略计划示例。这是一个小型建筑公司的战略计划。

1. Mission, Vision & Core Values

1.使命、愿景和核心价值观

Mission Statement: To build residential spaces that provide wellbeing for our clients.

公司使命：为我们的客户建造舒适的居住空间。

Vision Statement: To offer the best construction experience for our clients and expand our brand throughout the globe.

愿景声明：为客户提供最佳的施工体验，并在全球范围内拓展我们的品牌。

Core Values: Sustainable innovation and respect for the environment.

核心价值观：可持续创新和尊重环境。

2. Business Objectives

2.业务目标

Business Objective 1: Grow operating margin from 15% to 20% over the next year.

业务目标1：在下一年将运营利润率从15%提高到20%。

Business Objective 2: Reduce operating costs by 5% over the next quarter

业务目标2：在下一季度将运营成本降低5%

Business Objective 3: Increase the number of new contracts generated by 10% over the next year

业务目标3：在下一年将新合同数量增加10%

3. SWOT Analysis

3. SWOT分析

Strengths: Available financing, brand visibility and know-how.

优势：可用资金、品牌知名度和专业知识。

Weaknesses: Lack of PPE, human capital and expertise in construction areas such as plumbing, electrical work and masonry, which requires subcontractors.

弱点：缺乏PPE、人力资本和建筑领域的专门知识，如管道、电气工程和砖石工程，这需要分包商。

Opportunities: Lack of environmentally-friendly construction companies in the market.

机会：市场上缺乏环保型建筑公司。

Threats: Larger construction companies compete for contracts in the area.

威胁：大型建筑公司在该地区争夺合同。

4. Action Plan

4.行动计划

Business Objective 1: To grow operating margin, new employees with plumbing, electrical work and masonry experience will be hired to cut down subcontractor costs. This must be done by the end of the first quarter.

业务目标1：为了增加营业利润率，将雇用具有管道、电气工作和砖石工程经验的新员工，以降低分包商成本。

Business Objective 2: To reduce operating costs, the company will acquire property, plant and equipment. By doing this, the company will no longer rent equipment from third parties, which will reduce operating costs significantly in the medium and long term.

业务目标2：为降低运营成本，公司将收购物业、厂房和设备。通过这样做，公司将不再从第三方租赁设备，这将在中长期内大幅降低运营成本。

Business Objective 3: To increase the number of new contracts generated, the leadership team will invest more in the PR, marketing and advertising departments. The company will also invest in key positions for the construction bidding process such as contract estimators.

业务目标3：为了增加新合同的数量，领导团队将加大对公关、营销和广告部门的投资。

Financials: This section will explain in detail what are the costs associated with the work items in the action plan as well as the expected financial benefits for the company.

财务：这一部分将详细解释与行动计划中的工作项目相关的成本以及公司的预期财务收益。

Strategic Plan vs. Business Plan

战略计划与业务计划

A strategic plan is a type of business plan, but there are distinctions between the two. Whereas a strategic plan is for implementing and managing the strategic direction of a business, a business plan is more often the document that starts a business.

战略计划是一种商业计划，但两者之间有区别。战略计划用于实施和管理企业的战略方向，而业务计划通常是启动业务的文件。

A business plan is used primarily to get funding for the venture or direct the operation, and the two plans target different timeframes in business history. A strategic plan is used to investigate a future period, usually between three-to-five years. A business plan is more routinely a year out.

商业计划主要用于为企业获得资金或指导运营，这两个计划针对的是企业历史上不同的时间框架。战略计划用于调查未来一段时期，通常为三至五年。

A Different Intent

第一千一百一十一章不同的目的

A strategic plan offers a business focus, direction and action to help the business grow from the point it presently resides to a greater market share in the future. A business plan, on the other hand, is more focused on offering a structure to capture and implement ideas that initially define a business.

战略计划提供了业务重点、方向和行动，以帮助企业从目前的位置发展到未来更大的市场份额。另一方面，商业计划更侧重于提供一个结构，以捕捉和实施最初定义业务的想法。

With a strategic plan, existing resources are prioritized to increase revenue and return on investment. The business plan is different in that it’s seeking funding for a venture that doesn’t yet exist. Where a strategic plan is building a sustainable competitive advantage in the future, a business plan is designed to take advantage of a current business opportunity.

有了战略计划，现有资源将被优先用于增加收入和投资回报。商业计划书的不同之处在于，它是在为一个尚不存在的企业寻求资金。

So, a strategic plan is communicating direction to teams and stakeholders in order to achieve future goals. A business plan isn’t talking to staff, which is likely nonexistent or minimal at this point. It’s speaking to banks and other financial supporters.

因此，战略计划是向团队和利益相关者传达方向，以实现未来目标。一个商业计划是不与员工交谈，这可能是不存在的或最小的在这一点上

Strategic planning, like any planning, requires keeping a lot of balls in the air. That means having the right tool to plan, monitor and report on all the various tasks and resources. ProjectManager is online project management software that gives you control over every aspect of creating and implementing a strategic plan. Try it today with this free 30-day trial.

战略规划和其他任何规划一样，都需要让很多球悬在空中。这意味着要有正确的工具来规划、监控和报告所有各种任务和资源。ProjectManager是一款在线项目管理软件，可让您控制创建和实施战略计划的各个方面。