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What Are The Objectives Of Business Management?

2013/12/15 21:41:00 9

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By the end of the year, all enterprises are going to make a summary and plan. However, most entrepreneurs report that they are pleased with the news, but the plan is "magnificent and magnificent". Whether they can be realized is another matter, which is probably the real feeling of the annual meeting of most enterprises. P

So how should enterprises conclude?

(1) marketing objective /p >

the first goal of business management is marketing objectives.

In the field of marketing, how should enterprises be positioned? How should the company's business be positioned in the market? How are they going to compete with their peers? Who are the target customers? These are all issues that need to be considered in marketing objectives.

Drucker believes that two aspects of marketing objectives are the most important.

The first important aspect of the marketing goal of P is that enterprises first ask themselves, "which war zone do you want to fight in?" which means enterprises are going to enter which industry to develop.

Do you want to sell clothes or furniture? Are you selling household appliances or selling other things? You must first position clearly, do not sell everything, and think that it is good to do so.

In fact, in the eyes of customers, such enterprises are ambiguous.

The second important aspect of a href= "http://fz.sjfzxm.com/" > marketing < /a > is that enterprises should have a clear position for themselves.

When an enterprise determines which industry is going to enter, is it necessary for the enterprise to become a leader in the industry? Drucker said, no, it should not be thought that no enterprise can become a real leader in one field.

Even if there are, it is also temporary.

Enterprises should have a clear positioning for themselves.

What kind of style do the enterprises want to form in the war zone? What kind of market is the enterprise facing? What kind of products or services do the enterprises want to provide? What kind of industry status does the enterprise want to achieve? That is to say, the enterprises should have a clear understanding of their position in the industry.

the positioning of enterprises must be easier to focus.

It is unrealistic for an enterprise to become an outstanding leader in every field. The key is that the enterprise must think of itself as a leader in what aspects of the industry.

Take Haier group as an example, Haier group will position itself as a leader in the field of white goods, or in other words, Haier should become a global leader in the washing machine market or in the refrigerator market.

That's the right thing to do.

for an enterprise, these two aspects must be clear.

If you have not yet thought clearly, you will be in a muddle headed battle, do not know why you are fighting, nor do you know who to fight for.

In the end, it will be a war of chaos, and it will become a war that can not be cleaned up.

it is clear that enterprises and enterprises who want to enter the industry will have a clear understanding of these two aspects and reach a consensus after they have positioned themselves in the future.

Otherwise, there will be contradictions and many problems arise.

(2) innovation objective

the second goal of enterprise management is innovation goal.

Drucker believes that there are three modes of innovation.

The first mode is product and technological innovation.

The second mode is the innovation of process, also known as "management innovation".

This means that the entire enterprise's products, technologies and services are linked to the terminal customers, thus shortening the distance between the enterprise and the customers.

Like pyramid selling, the product and service are directly linked to the market, thus shortening the distance between the enterprise and the terminal customers and establishing a trust relationship.

The third mode is social innovation.

what is social innovation? Management is the greatest innovation in twentieth Century, and also the greatest social innovation.

Drucker invented the management science, which is a typical social innovation.

What is the meaning of social innovation for enterprises? The starting point of enterprises' social innovation is to help customers, provide better products or services for customers, and provide customers with better consumption experience.

If the products or services provided to customers are very satisfying to customers, they will naturally be happy to accept them.

Amazon website is a typical example of social innovation.

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how does Amazon do it? When readers buy books on Amazon website, the website will remind readers that Amazon can provide other readers with reference to books besides the books that readers want to buy.

As a result, many readers will buy more than 2 books or 3 books when they buy books.

In this way, it is convenient for readers to purchase books, and also makes Amazon website and book publishing company benefit more. Because sending 1 books, sending 3 books or 7 books, all of them need delivery staff to deliver goods to customers.

This is Amazon's social innovation.

(3) human resource goal /p >

the third goal of enterprise management is human resource goal.

Why set human resources goals? Because people are the most expensive assets.

Although the financial statements of enterprises do not show the value of any individual in an enterprise, the performance of any enterprise will reflect the use of human resources in the enterprise.

Manpower is not cost, or human resources in enterprises should not be just cost.

Manpower is a resource.

Taking human resources as resources, knowing how to make good use of this resource, giving full play to human strengths, giving employees a high level of productivity, and enabling employees to perform well, will reduce costs and even cost nothing.

Human resources are opportunities for enterprises to exist, and the advantages of developers are actually the most important function of opportunities.

(4) financial resources target /p >

the fourth goal of enterprise management is < a href= "http://www.91se91.com/news/index_f.asp" > financial resources < /a > target.

Do we have to set goals for financial resources? Of course.

When setting financial resource targets, short-term, medium-term and long-term financial plans, cash flow, investment arrangements, asset and liability levels should be taken into account.

Managers of enterprises must attach importance to the three major financial statements of enterprises: balance sheet, profit statement and cash flow statement.

Without careful analysis of these three financial statements, we can not fully understand the financial situation of enterprises, there is no way to reasonably arrange the financial resources of enterprises.

sometimes, this happens even in enterprises.

The manager asked the Finance: "how much money is left in our company?" the Finance said, "I don't know. Let me have a look."

After reading it, the finance still did not know, because he did not understand the company's financial situation.

Therefore, we can see that the financial management of enterprises is chaotic without setting the financial resource targets of enterprises.

For the purpose of setting financial resource targets, the financial personnel of an enterprise play an important role. However, many enterprises have never considered the need to set financial resources targets, so the financial personnel of these enterprises are only responsible for collecting money, charging accounts and collecting accounts, and do nothing else.

For them, the financial responsibility seems to be just doing these jobs. There seems to be no other job.

Not really.

some enterprises' accountants can take note of financial resource targets, and slowly, such accountants will become chief financial officers.

Financial personnel can experience, accumulate and grow from their work. At the same time, financial personnel should update their knowledge.

Should financial staff often think about it, do they know deeply about related fields, such as tax law and the cost structure of enterprises, or have they thought about them carefully? Have they studied further? Have they improved themselves in business?

(5) physical equipment target /p >

the fifth objective of enterprise management is physical equipment goal.

It is worth mentioning that many enterprises do not know how much physical equipment they have, and some even do not know what entity equipment is.

Then, what is entity equipment? Let's give an example to illustrate it.

For example, the office building in an enterprise is a physical device. In addition, the computer in the enterprise is also a physical device, and the schools and other service facilities in the enterprise are all physical equipment.

Enterprises need to set goals for such entities as construction (acquisition) or pfer (sale), use and maintenance.

For a new factory building, is the enterprise planning to build a factory or to build ten factories? Is it necessary for enterprises to control the core technology of products or to outsource them to other manufacturers?

when an enterprise becomes bigger and bigger, if everything is done by itself, is this entity equipment objective correct? Here is an example.

McDonald's has more than 30000 stores all over the world, but does McDonald's have its own bread processing plant? No, because McDonald's thinks that bread does not need to be done by itself, as long as it is obtained locally, so long as the quality of bread can be controlled well, as long as the supplier can deliver the goods on time, why do we have to do it ourselves, like that if a person wants to drink milk, he must raise a cow? No need.

The truth is very simple, but most people are willing to make a ranch, find a couple of workers, and raise a group of cows.

Cows produce milk and people drink milk.

In the end, it will be discovered that the stalls will be bigger and bigger.

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remember Drucker told a very classic story.

He said: "when a company first started, it was like living in a house alone.

Later, the man married and had children, and he began to expand the house.

Add a room over there and make a main entrance over there.

In this way, after decades, he will suddenly find it strange that there are 36 rooms in the house. As a result, if he wants to go to the bathroom, he must have a guide dog to bring him back to his room.

What does this story mean? It shows that when an enterprise develops gradually, or becomes a huge organization gradually, the efficiency of operation will be greatly reduced. Even a dog or a guide dog can be relied on to recover its position. P

Therefore, bigger enterprises do not necessarily represent the improvement of enterprises. Some enterprises lose their ability to operate independently because of their large scale.

(6) productivity target /p >

The sixth goal of a href= "http://www.91se91.com/news/index_c.asp" > Enterprise Management > /a is the goal of productivity.

What is the goal of productivity? Is it the productivity of the individual, or the overall productivity? What is the standard of productivity? Is it following the standards of the peers or the national standards? Or is it necessary to follow the global standards? Because the standards of production are different, and the productivity is different.

The average productivity of the Samsung Group in China can reach 4 million yuan.

Many enterprises in the mainland of China have a productivity of only 2 million yuan, or at most 1 million yuan.

How can we compete with Samsung? How can we do better than others? How can we do better than others? If everyone's productivity target is not achieved, the overall productivity target can not be realized.

Even though some enterprises have achieved their overall goals for a time, they are pient and insecure.

(7) social responsibility objective

the seventh objective of enterprise management is the goal of social responsibility.

Enterprises should set goals for the social responsibilities they want to undertake.

For example, what can enterprises do to help children who are out of school? How can enterprises make contributions in the community? These are problems that enterprises need to consider and what enterprises can do.

These are called social responsibility goals.

strong > (8) profit needs target /p >

the eighth goal of enterprise management is profit need target.

Why is it called the "profit need" goal instead of the "profit" goal? Because the profit of an enterprise must be kept to a minimum, and profit itself is a requirement of an enterprise.

What is needed? It is the profit that an enterprise must earn in order to survive and to operate normally, so we must set a goal for the profit we need.

Drucker's eight objectives of enterprise management, from the marketing objectives, innovation objectives, human resources objectives, financial resources targets, entity equipment goals, productivity targets, social responsibility goals, to the final profit target, these eight objectives must achieve three balance.

First of all, these eight objectives should be balanced with the actual capabilities of enterprises; moreover, the current needs and future needs of the target should be balanced; moreover, the objectives must be balanced with each other, that is, each goal should be balanced with the other seven objectives.

If we can achieve these three balances, it is true management that is truly consistent with the management concept of modern enterprise management.

To do that, it doesn't seem so easy.

I do not hide from you that most of the companies I have contacted, listed companies or companies that are not listed are not considered so well.

Frankly speaking, two or three of them can be considered very great.

It is not easy for enterprises to take these eight goals into account. It is said that Toyota Corporation has taken these eight objectives into account in the operation of enterprises.

It can be seen that enterprises that can do this will be able to go up to a higher level.

If enterprises can follow these eight aspects of management by objectives, it means that the management of enterprises has reached the level of internationalization, which means that enterprises already have strong competitiveness.

This is what enterprises need to do and is worth discussing together.