| FO is a construction machinery rental company that provides tower cranes to the construction projects. To provide high quality construction machinery and improve the construction schedule and quality is the mission of FO. The business development objectives of FO is to achieve annual operating revenue of Y50 million and profit￥4.8 million in 2015; to establish and improve the customer relationship management systems which meet the demands of market competition with customer satisfaction rate of 95% or more; to improve the efficiency,quality and services of construction machinery operations; to build Chinese construction machinery rental brands.It is FO strengths that the control processes is perfect; the range of construction machinery combinations is full; the brand has the good reputation; the good public relationships is established; the information technology capabilities is strong. It is FO Weaknesses that the financing capacity is weak;the professional personnel and integrated management personnel are not enough; the functional organizational structure needs to be improved; the quality of service is not effective and the capital is limited. It is FO opportunities that the economic growth in china is steady; the construction market grows continuously; the industry management is strengthening; the effective demand for construction machinery is growing; the supply of construction machinery is adequate; the cost of construction machinery rental ie reducing. It is FO threats that the competition in the industry is increasing;the construction duration is shortening,the construction machinery turnover frequently; the acquisition costs is increasing; the rental market is to be perfected; the construction machinery life cycles is shortening. FO implements strategies for competitive differentiation to achieve corporate strategic goals with the strengths and opportunities.To implement strategies for competitive differentiation, FO mainly focus on the following aspect fronts:optimizing the organizational structure, corporate culture and information systems, strengthening the human resources, equipment resources, financial accounting, marketing, management and innovation capability. To optimize the organizational structure, FO builds organizational structure of the system in project department, the ministry of individual projects are profit centers,each unit has independent accounting to take full responsibility for his operation result. The enhanced "innovative ideas" in the role of corporate culture and building a new corporate culture; attention to shaping the corporate image, building brand; improving the cultural quality of staff, carrying forward the "same boat" teamwork to create the conditions for staff development are the main solution to build the enterprise culture. Perfecting employee training system; improving the salary management system; enhancing the comprehensive competitiveness of human resources is the core of human resources building. For the resource management in equipment, the construction machinery acquisition costs up to Y30 million in 2015 by improving the machinery equipment management system.Accounting a single stand-alone project with independent; enhanceing the financing capacity and expanding financing channels is implemented in the financial accounting management. Developing ultra-high-level and high-rise construction in construction machinery leasing market; strengthening the marketing team-building; developing the customer relationship management system is used in marketing management.The innovation and capacity-building is improved by creating a learning organization and improving the innovation system.To guarantee the effective implementation of strategic programs, FO divides the evaluation and control of strategic management into five stages:to identify the evaluating content; to establish the evaluation criteria; to measure actual performance; to compare actual performance with the standard and to determine the need to take appropriate corrective actions. |
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