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1、外文翻譯原文Title:HowtodefinethemissionofanenterpriseMaterialSource:MarketingManagementAuth:PhilipKotlerAnenterpriseexiststoaccomplishsomething:tomakecarslendmoneyprovideanightstaysoon.Itsspecificmissionpurposeisusuallyclearat

2、theverybeginning.Howevertheenterprisemayloseitsmissionpurposebecauseofthecomplicatedmarketenvironment.Sincethechangeablemarketmayaddsnewproductsexpnewmarkets.Whenmanagementfeelsthattheenterpriseisdriftingfromitsmissionit

3、mustrenewitssearchingfpurpose.AccdingtoPeterDruckeritistimetoasksomefundamentalquestions:WhatisourbusinessWhoisthecustomerWhatisofvaluetothecustomerWhatwillourbusinessbeWhatshouldourbusinessbeSuccessfulcompaniescontinuou

4、slyraisethesequestionsanswerthemthoughtfullythoughly.Awellwkedoutmissionstatementprovidesemployeeswithasharedsenseofpurposedirectionopptunity.Italsoguidesgeographicallydispersedemployeestowkindependentlyyetcollectivelyto

5、wardrealizingtheganization’sgoals.ThemissionstatementofMotolafexampleis“tohonablyservetheneedsofthecommunitybyprovidingproductsservicesofsuperiqualityatafairpricetoourcustomerstodothissoastoearnanadequateprofitwhichisreq

6、uiredfthetotalenterprisetogrowbydoingsotoprovideopptunitiesfouremployeesshareholderstoachievetheirreasonablepersonalobjectives.”Goodmissionstatementsfocusonalimitednumberofgoalsstressthecompany’smajpoliciesvaluesdefineth

7、ecompany’smajcompetitivescopes.Theseinclude:Industryscope:Theindustryrangeofindustriesinwhichacompanywilloperate.FexampleDuPontoperatesintheindustrialmarketDowoperatesintheindustrialconsumermarkets3Mwillgointoalmostanyin

8、dustrywhereitcanmakemoney.goodsmover.”LargecompaniesnmallymanagequitedifferentbusinesseseachrequiringitsownstrategyGeneralElectricasoneexamplehasestablished49strategicbusinessunits(SBUs).AnSBUhasthreeacteristics:(1)Itisa

9、singlebusinesscollectionofrelatedbusinessesthatcanbeplannedseparatelyfromtherestofthecompany(2)ithasitsownsetofcompetits(3)ithasamanagerresponsiblefstrategicplanningprofitperfmancewhocontrolsmostofthefactsaffectingprofit

10、.AssigningResourcestoSBUS.Thepurposeofidentifyingthecompany’sstrategicbusinessunitsistodevelopseparatestrategiesassignappropriatefundingtotheentirebusinessptfolio.Senimanagersgenerallyapplyanalyticaltoolstoclassifyalloft

11、heirSBUsaccdingtoprofitpotential.TwoofthebestknownbusinessptfolioevaluationmodelsaretheBostonConsultingGroupmodeltheGeneralElectricmodel.TheBostonConsultingGroupApproach.TheBostonConsultingGroup(BCG)aleadingmanagementcon

12、sultingfirmdevelopedpopularizedthegrowthsharematrixshowninFigure15.Theeightcirclesrepresentthecurrentsizespositionsofeightbusinessunitsinahypotheticalcompany.Thedollarvolumesizeofeachbusinessisproptionaltothecircle’sarea

13、.Thusthetwolargestbusinessesare56.Thelocationofeachbusinessunitindicatesitsmarketgrowthraterelativemarketshare.Themarketgrowthrateontheverticalaxisindicatestheannualgrowthrateofthemarketinwhichthebusinessoperates.Relativ

14、emarketsharewhichismeasuredonthehizontalaxisreferstotheSBU’smarketsharerelativetothatofitslargestcompetitinthesegment.Itservesasameasureofthecompany’sstrengthintherelevantmarketsegment.Thegrowthsharematrixisdividedintofo

15、urcellseachindicatingadifferenttypeofbusiness:Questionmarksarebusinessesthatoperateinhighgrowthmarketsbuthavelowrelativemarketshares.Mostbusinessesstartoffasquestionmarksasthecompanytriestoenterintoahighgrowthmarketwhere

16、thereisalreadyamarketleader.Aquestionmarkrequiresalotofcashbecausethecompanyisspendingmoneyonplantequipmentpersonnel.Thetermquestionmarkisappropriatebecausethecompanyhastothinkhardaboutwhethertokeeppouringmoneyintothisbu

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