毕博-战略需求分析问卷

1、.PAGE ：.；CUSTOMER ADVISORY SESSION FACILITATOR GUIDE McKessar Tieleman Pty Ltd战略需求分析问卷SNAQSTRATEGIC NEEDS ANALYSIS QUESTIONNAIRE战略需求分析问卷Stretigic Needs Analysis QuestionnaireIFC-CPDFPage PAGE 16 of NUMPAGES 45 TOC h z HYPERLINK l _Toc12963940 了解贵公司及其所从事的商业活动 UNDERSTANDING YOUR BUSINESS PAGEREF _Toc1

2、2963940 h 2 HYPERLINK l _Toc12963941 企业概略Business Overview PAGEREF _Toc12963941 h 2 HYPERLINK l _Toc12963942 个人目的Personal Goals PAGEREF _Toc12963942 h 10 HYPERLINK l _Toc12963943 了解客户、市场与产品 UNDERSTANDING CUSTOMERS, MARKETS AND PRODUCTS PAGEREF _Toc12963943 h 13 HYPERLINK l _Toc12963944 产品与效力Products

3、 and Services PAGEREF _Toc12963944 h 13 HYPERLINK l _Toc12963945 客户选择规范Customer Selection Criteria PAGEREF _Toc12963945 h 14 HYPERLINK l _Toc12963946 客户反响Customer Feedback PAGEREF _Toc12963946 h 15 HYPERLINK l _Toc12963947 商业方式 THE BUSINESS MODEL PAGEREF _Toc12963947 h 18 HYPERLINK l _Toc12963948 潜在

4、业绩提升才干Potential Business Performance Improvement PAGEREF _Toc12963948 h 18 HYPERLINK l _Toc12963949 行业分析Industry Analysis PAGEREF _Toc12963949 h 20 HYPERLINK l _Toc12963950 竞争对手Competitors PAGEREF _Toc12963950 h 20 HYPERLINK l _Toc12963951 客户Customers PAGEREF _Toc12963951 h 23 HYPERLINK l _Toc129639

5、52 行业进入壁垒Barriers to Entry PAGEREF _Toc12963952 h 24 HYPERLINK l _Toc12963953 供应商 Suppliers PAGEREF _Toc12963953 h 26 HYPERLINK l _Toc12963954 盈亏平衡与流动资金Breakeven and Working Capital PAGEREF _Toc12963954 h 28 HYPERLINK l _Toc12963955 员工授权TEAM EMPOWERMENT PAGEREF _Toc12963955 h 30 HYPERLINK l _Toc1296

6、3956 综述与文化Overview and Culture PAGEREF _Toc12963956 h 30 HYPERLINK l _Toc12963957 招聘与培训战略Recruitment and Training Strategy PAGEREF _Toc12963957 h 31 HYPERLINK l _Toc12963958 绩效管理与鼓励Performance Management and Rewards PAGEREF _Toc12963958 h 33 HYPERLINK l _Toc12963959 市场营销战略方案 THE STRATEGIC MARKETING

7、PLAN PAGEREF _Toc12963959 h 35 HYPERLINK l _Toc12963960 市场营销战略Strategic Marketing Plan PAGEREF _Toc12963960 h 35 HYPERLINK l _Toc12963961 分析Pareto Analysis PAGEREF _Toc12963961 h 35 HYPERLINK l _Toc12963962 目的市场Customer Segmentation and Markets PAGEREF _Toc12963962 h 36 HYPERLINK l _Toc12963963 市场定位

8、与价钱战略Positioning and Pricing Strategy PAGEREF _Toc12963963 h 37 HYPERLINK l _Toc12963964 市场营销活动Marketing Activities PAGEREF _Toc12963964 h 39 HYPERLINK l _Toc12963965 技术、运营与知识战略 TECHNOLOGY, OPERATING AND KNOWLEDGE STRATEGY PAGEREF _Toc12963965 h 40 HYPERLINK l _Toc12963966 管理系统化 BUSINESS INDEPENDENC

9、E PAGEREF _Toc12963966 h 43 HYPERLINK l _Toc12963967 反响及继续改善 FEEDBACK AND CONTINUOUS IMPROVEMENT PAGEREF _Toc12963967 h 44了解贵公司及其所从事的商业活动UNDERSTANDING YOUR BUSINESS这是SNAQ的第一部份，主要用于了解贵公司的概略。同时也包括了您个人对公司的目的与期望。这些信息将用于运营业绩改善工程模块一-了解他的公司及其所从事的商业活动。This first section of the SNAQ focuses on providing a ge

10、neral business overview. It also examines your personal goals and your hopes and aspirations for your business. The information will be used in Module 1 of the Business Performance Improvement Program Understanding Your Business.企业概略Business Overview企业称号?What is the name of your business?企业地址? What

11、is the name of your business?企业成立日期?When was your business first established?他的企业是收买的吗？假设是，请提供企业的收买日期以及收买金额。Did you buy your business? If yes, provide details of when you purchased the business and how much you paid for it.不是是企业引见：请阐明所消费的产品，以及所提供的效力。是零售商、消费厂家、分销商、还是效力行业？请在下面做简要引见。Please describe you

12、r business. What products and services do you sell? Are you a retailer, manufacturer, distributor or service provider? Please briefly describe below.请引见贵公司所处的行业What industry (s) do you operate in?请阐明贵公司所效力的市场？请描画贵公司所效力的客户。What markets do you serve? Please describe your customers?请阐明贵公司的客户构造。请阐明企业客户在

13、公司一切客户中所占的比例与最终消费者相对应Who does your customer base comprise of? What % of your customers are other businesses (as opposed to individual end users)?%请阐明客户购买贵公司产品的缘由？贵公司可以为客户提供什么样的价值？Why do customers come to you? What value do you provide to them?贵公司员工人数?How many team members do you have?请在下面的空白处画出贵公司的组

14、织构造图。请参照下面所提供的样板。In the space below, please draw your hierarchy chart? Please refer to the example below贵公司有企业目的吗？假设有，请提供。Do you have a written “Mission Statement for the business? If yes, please detail it below.有没有no假设贵公司没有正式的企业目的,请思索贵公司应有的目的, 并写在下面的空格处。为了协助 他确定公司目的, 我们在下面提供了一个样本作为参考。他也可以阅读文章 “ 如何创

15、建一个积极自动的头脑!If you do not have a formal Mission Statement, please detail overleaf what you think the Mission Statement for your business should be. To assist you we have provided our Mission Statement below. You may also want to read “How To Create A Volunteer Mindset!McKessar Tieleman重要的商业目的在于最大程度地添

16、加客户的财富。公司坚持尊重客户的、职业的和关注市场的态度，一向遵守高度的职业操守。我们将在目的市场获得高度认同。McKessar Tielemans predominant commercial purpose is to maximize its clients net financial wealth. It will adopt a dignified, professional and focused marketing posture and will at all times act in accordance with the highest standards of ethic

17、al conduct. It will be acknowledged as the pre-eminent practice in our target market.我们精心挑选我们的雇员。他们将为成为公司的一员而骄傲，他们会获得比平均程度更高的薪水，他们将在享用优越、愉快的环境里任务。他们有时机获得职业上的提高，为个人开展寻觅空间，也有时机参与公司的决策。Only the best candidates available will be hired as team members. They will be proud to be part of the firm and will b

18、enefit from above average remuneration, and an excellent and enjoyable working environment. They will be given the opportunity for professional advancement, personal growth and the opportunity to contribute to the decision making process within the firm.公司的员工、合伙人和客户之间高度信任、相互尊重。公司的每一个成员都了解和赞同企业的远景规划，

19、并全力实现目的。There will be a high level of trust and mutual respect amongst all Team members, Partners and Clients. Every person within the firm will understand and subscribe to the vision of the firm and the role they play in accomplishing that mission.公司努力于提供富于创意的效力。公司接受的每项义务都遵照客户的要求进展仔细的分析、精心的谋划，并且价钱合

20、理。The firm will continue to develop innovative services and products. The services offered by the firm will be clearly defined, highly structured and priced in accordance with the value they represent to the client.在您公司的运营管理中，您需求立刻进展正确处置的三件最重要的事情是什么？请按照10分制对他处置这三件事的结果进展评分。10/10为优秀，1/10为极不称心。What are

21、 the 3 most important things that you must get right in your business? Please indicate, how you rate your current performance for each of these areas out of 10 e.g. 10/10 fantastic, 1/10 appalling1) /102) /103) /10请提供贵公司今后五年的开展规划Please describe below what you would like your business to look like, 5

22、 years from now.贵公司盈利吗？请提供过去三年公司盈利情况Is your business profitable? Please provide profit/loss details for the last 3 financial years盈利亏损no200120001999贵公司有专职的会计人员来完成会计任务吗？Do you do your bookkeeping and accounting in-house?是不是no假设是，请阐明贵公司运用哪一种财务软件。If yes, what accounting software do you use to prepare y

23、our Financial Statements?以下报告所呈报的频繁度?How frequently do you get the following reports?报告Report每天Daily每周Weekly每月Monthly每季度Quarterly每年Annually从来没有Never损益表Profit and Loss资产负债表Balance Sheet现金流量表Cash Flow Statement过期未付款清单债务人Aged Debtors Listing过期未付款清单债务人Aged Creditor Listing销售分析Sales Analysis库存分析Inventory

24、 Analysis其它报告Other Reports(请阐明) (please detail)贵公司有成文的战略方案吗？假设有，请提供复印件。Do you have a Strategic Business Plan? If yes, please attach a copy没有有个人目的Personal Goals您在贵公司的职责是什么？What is your role in the business?您的薪酬程度？What salary does the business provide to you?贵公司有为您提供分红与其它福利吗？请阐明。What other remuneratio

25、n / benefits do you receive?请阐明您每周平均任务小时数On average, how many hours a week do you work in your business小时/周hours per week您是如何分配任务时间的？请在下面提供每类任务占总任务时间的百分比。How do you spend your time? Please provide a breakdown below.任务时间分配How Do You Spend Your Time%技术性任务Technical work市场与销售Sales and Marketing人力资源管理Hum

26、an Resource Management消费管理Operations Management财务管理Financial Management战略管理与规划Strategic Management and Planning其它请阐明Otherplease detail平均每年休假天数不包括周末与国家规定假期On average, how many days holiday do you have each year (excluding weekends and public holidays)天/年days per year请计算您每小时的任务酬劳：即年总收入除以年任务小时数52 x 每周平

27、均任务小时数 - 年休假小时数 - 病假小时数 - 80小时的年公休假日数Calculate what your average hourly rate is by dividing your annual financial return by the number of hours you work in the business (52 x average hours per week minus number of hours taken as annual and sick leave and minus 80 hours for public holidays)请按10分制对目前任

28、务的称心度进展评分10分为“我非常称心目前的任务，1分为“我非常不称心目前的任务请就评分情况做简要阐明On a scale of 1-10 (with 10 being “I thoroughly enjoy my business all of the time and 1 being “I wish I was no longer in this business, it gives me little/ no satisfaction please give an indication of your current happiness level with your business.

29、 Please comment below./10在任务中他最喜欢的三件事是什么？What 3 things do you enjoy most about your business?1)2)3)在任务中所遇到的最困难的三件事是什么？What 3 things frustrate you the most about your business?1)2)3)浪费您时间最多的三件事是什么？这里所指的是那些妨碍处置您真正应该处置的任务的事。What 3 things waste your time more than anything else? These are the things tha

30、t prevent you from doing what you really need to do.1)2)3)您有没有方案什么时候终了(或退出)公司?When do you plan to exit the business?年years您希望在多少金额条件下终了(或退出)公司？或者是说，您希望以什么价位出卖公司？How much money do you wish to exit the business with i.e. how much do you want to sell the business for?$您最希望他的企业带给您的三件事是什么？What 3 things w

31、ould you like the business to provide for you?1)2)3)了解客户、市场与产品UNDERSTANDING CUSTOMERS, MARKETS AND PRODUCTS本部份的SNAQ涵盖了贵公司的客户、市场、产品及效力。它旨在使顾问公司了解贵公司运营中的一些重要信息，使顾问公司与您一同设计出贵公司的未来企业战略。 This section of the SNAQ explores your customers, markets, products and services. It is designed to provide us with im

32、portant information about your business that will assist us as we work with you to design your future business strategy. 产品与效力Products and Services贵公司有几种类型的产品或效力？请详细阐明。How many product or service categories do you sell? Please detail them below.贵公司所出卖的产品或效力是什么？请详细阐明，或提供产品效力阐明书。What products and/or s

33、ervices do you sell? Please detail below or attach a products and services list to this questionnaire在上述产品或效力中，有哪些是贵公司专利产品？假设有，请详细阐明。Are any of these products and services exclusive to your business? If yes, please explain below没有有在去年的销售总额中，有多少是于贵公司陈列在前20%重要的产品？请提供这些产品的详细销售金额。Do you know how much yo

34、ur total sales were last year for your top 20% of products? If yes, please provide the amount.没有有请阐明在过去三年里销售的开展趋势。是不是有些产品迅速开展，而有些产品逐渐衰退？这些变化给公司的运营呵斥了什么样的影响？请阐明他的观念。During the last 3 years what have your sales trends been? Have some product lines become more popular and others less popular? What are

35、the implications of these changes on your business? Please comment below.客户选择规范Customer Selection Criteria贵公司有正式的客户选择规范吗？假设有，请详细阐明。Do you have formal customer selection criteria? If yes, please detail below.没有有贵公司的最正确客户是谁？为什么以为他是最正确客户-请阐明缘由。Who are your best customers? The ones, that if you could wa

36、ve a magic wand you would like to attract more of to your business? Why are they your best customers please explain below.贵公司有否针对特定的客户群提供效力？假设有，请对该客户群进展描画。Are there any customer groups that you specifically target? If yes, please describe them below没有有客户反响Customer Feedback贵公司能否认期搜集客户反响意见？假设有，请详细阐明是如

37、何进展的，多长时间进展一次，它的价值如何，贵公司是如何将这些客户反响意见用于任务中去的。假设没有，请阐明缘由。Do you regularly seek customer feedback? If yes, please detail how you do this, how often you do this and how valuable you find this process and how you integrate the feedback into your business. If no, why not?没有有您以为呵斥贵公司客户流失的主要缘由是什么？What do yo

38、u think is the main cause of customer defection from your business?导致客户选择贵公司的三个主要缘由是什么？What are the 3 major reasons why your customers deal with you?1)2)3)您以为贵公司独特卖点是什么，或者是说，客户为什么购买贵公司的产品不购买竞争对手的产品？What do you believe are your unique selling points or reasons why customers buy from you (as opposed t

39、o your competitors)?1)2)3)4)5)6)客户与贵公司打交道时所遇到的最困难的三件事是什么？What are the 3 major frustrations that your customers experience with your business?1)2)3)您以为有能够提高目前的市场占有率吗？假设有能够，能提高到百分之几？假设不能够，请阐明缘由。Do you believe that you could increase your current market share? If yes, to what %, if no, why not?没有有%战略需求

40、分析问卷Stretigic Needs Analysis QuestionnaireIFC-CPDFPage PAGE 44 of NUMPAGES 45商业方式THE BUSINESS MODELSNAQ的这一部份将用于运营业绩改善工程的模块三-商业方式。这部份的内容涵盖了行业分析、确定企业业绩提升的潜力，以及贵公司对流动资金的需求。This section of the SNAQ seeks information that will assist in Module 3 of the Business Performance Improvement Program The Busines

41、s Model. The areas covered include industry analysis, identification of your potential to improve the profit of your business and your working capital requirements.潜在业绩提升才干Potential Business Performance Improvement 贵公司的客户总数How many customers do you have?客户每年平均买卖次数On average, how many times a year do

42、 your customers buy from you?针对每位客户的平均销售额What is the average sale value?贵公司平均每年新增客户的比例? 即去年新客户占总客户数的百分比? (假设他不确定, 请提供所估算的比例)What is your annual customer acquisition rate? Of the total number of customers you dealt with in the past year, what percent are new? (If you do not know, please estimate).%贵公

43、司年客户流失率? (假设他不确定,请提供所估算的比例)Of the total number of customers who dealt with you last year, what percent no longer do so? What is your annual customer defection rate? (If you do not know, please estimate).%贵公司毛利率What is your Gross Profit %贵公司的半变动本钱?What are your semi-variable costs贵公司年固定本钱?What are yo

44、ur annual Fixed Costs?贵公司能否有对每位客户或客户群的终身价值进展量化？假设有，请提供其详细的价值数。Have you ever attempted to quantify the lifetime value of each customer or customer group to your business? If yes, please provide details of their monetary value?没有有 贵公司客户平均买卖年限?How many years on average does a customer deal with you?行业分

45、析Industry Analysis竞争对手Competitors这些问题函盖了贵公司竞争环境的一切方面，如行业格局、竞争的猛烈程度、贵公司在行业中所处的位置等。这些信息将用于确定贵公司的竞争优势，以及制定公司未来的战略。These questions explore your competitive environment including the structure of the industry, intensity of competition and your position within the industry. The information will be used to

46、 establish your competitive advantages and your future strategy.贵公司有几个位于本地的竞争对手？或者是说，本地有几个公司提供与贵公司一样或类似的产品或效力。即使是他们提供不同的品牌How many “local businesses are there that you compete with i.e. how many businesses are offering the same products and services as you (even if they are offering different brands

47、)?其中，有几家公司与贵公司提供完全一样的产品或效力？How many of the businesses included in your answer to the last question do you consider to be “identical to your business i.e. they do exactly the same thing?这些竞争对手的规模与贵公司相比处于什么样的程度 - 有多少家规模比贵公司小，有多少家规模比贵公司大？请阐明。What is the size of your business in comparison to your compe

48、titors how many businesses are smaller and larger than yours? Please explain below.贵公司所处的行业中，是大量小规模的公司在相互竞争，还是被少数几家大规模的公司所控制？请论述您的观念。Would you say that your industry is dominated by a small number of businesses or just a few larger competitors? Please comment竞争优势来源于什么，价钱、质量，还是其它要素？请阐明。What is the ba

49、sis for competition in your industry, price, quality etc? Please describe below.贵公司YOUR BUSINESS竞争对手 1 COMPETITOR #1公司称号Name?年销售额Turnover?公司总人数Number of team members?与贵公司直接竞争的产品/效力Products / Services that directly complete with your business?优势，如规模，技艺等Strengths e.g. size, skills etc?优势，如效力质量低下等Weakn

50、esses e.g. poor service etc?营业本钱的构造高、中或低？Overhead costs structure (high / medium or low)?竞争优势Competitive Advantage?评分，如 #1, #2, #3 or #4?Ranking e.g. #1, #2, #3 or #4?所效力的客户群？What customer segments are served?客户购买贵公司产品的理由，如价钱、产品或效力质量等Why do you think customers buy from this business e.g. price, prod

51、uct or service quality?竞争对手 2 COMPETITOR # 2竞争对手 3 COMPETITOR #3公司称号Name?年销售额Turnover?公司总人数Number of team members?与贵公司直接竞争的产品/效力Products / Services that directly complete with your business?优势，如规模，技艺等Strengths e.g. size, skills etc?优势，如效力质量低下等Weaknesses e.g. poor service etc?营业本钱的构造高、中或低？Overhead co

52、sts structure (high / medium or low)?竞争优势Competitive Advantage?评分，如 #1, #2, #3 or #4?Ranking e.g. #1, #2, #3 or #4?所效力的客户群？What customer segments are served?客户购买贵公司产品的理由，如价钱、产品或效力质量等Why do you think customers buy from this business e.g. price, product or service quality?客户Customers 贵公司的销售总额中，有几成于老客户

53、What percentage of your revenue is accounted for by sales to customers who deal with you regularly?%老客户中，有几成是只购买贵公司的产品或效力？有多少客户同贵公司提供一样产品的竞争对手进展买卖？ What proportion of your “regular customers deal with you exclusively for the products/ services you provide? How many of these customers deal with your

54、identified competitors?%贵公司最大的客户占销售总额的百分比？What % of your revenue do your biggest customers account for?%您知道客户的终身价值吗？假设知道，它的价值如何？Do you know the lifetime value of your customers? If yes, what is it?不知道知道平均每位客户与贵公司发生生意往来的时间会继续几年？On average, how many years will a customer deal with you?贵公司有无分析客户量的系统？假设

55、有，请对系统进展描画。Do you have a system for measuring the number of customers you have? If yes, please describe the system没有有贵公司产品或效力对客户的重要性？请阐明贵公司与客户的关系性质，例如，客户对贵公司产品或效力有剧烈的依赖性，或相反？贵公司与客户之间，谁的讨价讨价权益的比较大？Are your products and services important to your customers? Please explain the nature of the relationshi

56、p i.e. do they heavily rely on you or vice versa? Who holds the balance of power ?行业进入壁垒Barriers to Entry在贵公司所处的行业中，成立一家新公司需求投资多少包括设备、厂房、兴办费、办理答应证等？请阐明。How much money does it cost to start-up a business in your industry (e.g. plant and machinery, start-up capital, licences etc)? Please explain.兴办一家新

57、公司需求具备哪些资质？What qualifications are required in order to start-up a business in your industry?在该行业兴办一家新公司需求办理特殊答应或证书吗？假设需求，请详细阐明其种类。Are businesses in this industry required to have special permits or licences? If yes, please detail the cost of such requirements 不需求需求在退出该行业时，会遇到妨碍吗？假设会，请阐明这些妨碍的性质，以及退出

58、该行业时所需代价。Are there any barriers to you exiting the industry? If yes, please detail the nature and $ cost of the exit barriers you would face.不会会在该行业中，存在规模优势吗？规模经济能否会产生宏大的效益，请就此进展阐明。Are there benefits to being “bigger in your industry? Are there significant economies of scale to be achieved and if so

59、 please describe what they are likely to be?没有有招聘高素质员工对贵公司来说的重要吗？假设重要，请阐明缘由。Is it important for you to employ qualified people?不重要重要请阐明招聘高素质员工能否困难。假设有困难，请就遇到的困难发表您的看法。Is it easy to find suitably qualified people to employ? If no, please comment on the problems you face in recruiting adequate qualifi

60、ed people?不困难困难假设贵公司计划退出目前所处的行业，以贵公司所掌握的技艺，能否会很容易地进入到一个新的行业中去？假设是，请问是什么样的新行业。If you were to exit the industry, could your (the business skill set) be applied in any other industry? If yes, please detail the industries不是非曲直是供应商 Suppliers普通来说，贵公司能否依赖于数量极少的几家供应商？请发表您的看法。Generally speaking, do you have