Tactical Action Plans & Major Programs
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Template for: SHU Programs and Action Plans
The purpose of this section is to list all of the major
programs and tactical action plans which the horizontal unit is currently
working on or planning to work on in the near future.
The goal of aligning the resources of the horizontal unit in concert with the
objectives of the businesses is realized through the proper selection and
successful implementation of major programs and action plans. Each program or
task should identify which SBUs are affected; the benefit expected by
implementing the identified task; the tactical plan for completing the task; the
expected completion date; the person most responsible for the successful
completion of the task; and any other relevant information. The key to this
section is to ensure that the business objectives identified earlier are
undeniably supported by the major programs and tasks listed.
This section could easily be combined with the section "Business
Objectives Supported, by Corporate SBU." They are separated here for the
benefit of horizontal units which are involved in a many programs. Separating
the two sections helps ensure that the high-level objectives of the horizontal
unit (listed earlier) are not obscured by the detailed information of a
potentially long list of programs (to be listed here).
Example for Centralized Advertising Department of Company XYZ
* Major Program: European Ad Campaign
- SBUs Affected: Business Unit One and Business Unit Seven.
Benefit Expected: Improved market image and brand recognition in
Europe.
Tactical Plan: Advertise in newspapers and magazines and explore TV
advertising.
Time Frame: Phase I advertising campaign to be started by 12/15/96.
Person Responsible: S. Goldstein.
Discussion: In order to promote our new products in Western Europe
and to introduce all of our products in Eastern Europe we have to
significantly increase our advertising expenditures. Our competition has
moved into Hungary and Poland and we need to quickly catch up before their
name recognition and customer loyalty is so high that we would be closed out
of those markets.
* Major Program: 1996 Company Catalog
- SBUs Affected: All Corporate Businesses Except Business Unit Three
Benefit Expected: Ability to continue catalog sales and to increase
those sales by 7%.
Tactical Plan: At an expected cost of $45,000, all participating
business units will meet in August to prepare their products to be featured
in the 1996 catalog with our corporate theme of safety and value.
Time Frame: Catalogue to be completed by 10/1/96
Person Responsible: S. Chin
Discussion: This year's catalog layout will move all product
descriptions to the right hand pages, rather than below each product
picture. This will minimize costs for translating the catalog into Spanish
for distribution in Mexico, Central America and South America.
In the examples above, note that each program first identifies which SBUs are
affected. Some programs might affect all SBUs, but in many cases a project
affects only a subset of the total list of corporate SBUs.
In practice, requiring the horizontal unit to specifically identify which
businesses are supported by each major program quickly eliminates programs that
are not supported by the businesses. This one procedure can often lead to major
cost savings and improved corporate profitability.
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