Current location - Recipe Complete Network - Catering industry - Business Administration Case 7- 1: Strategic Adjustment of Xinao Group
Business Administration Case 7- 1: Strategic Adjustment of Xinao Group
Recently, Xinao Group has realized Pei Ran in the gas field, with assets increased by nearly 2 billion and nearly 30 "gasification" cities. The development strategy of "using energy and creating satisfaction", which has been running for three years, has undoubtedly made great contributions to expressway. However, the complicated and changeable "road conditions" on the expressway made Wang Yusuo, Chairman of the Board of Directors of Xinao Group, reflect: "Energy utilization" is so broad, is it appropriate to position Xinao? "Creating satisfaction" is a service concept. Is it accurate to interpret energy with it? Can the three-year development strategy realize the centennial dream of the new Olympic Games? After nearly a year's self-examination, Wang Yusuo decided to change its "direction goal" again at the end of last year: adjust its industry orientation from "energy utilization" to "public utility", and adjust its target from "internationally renowned energy utilization enterprise" to "world-class comprehensive public utility enterprise", with gas development and operation as the leading factor and new energy utilization as the backing, covering real estate, municipal engineering and tourist hotels. For Wang Yusuo, this strategic change is another "broken shell" of the new Olympic Games: when the enterprise runs well to a certain stage, the original experience mode can easily evolve into a "shell" that hinders the innovation and development of the enterprise.

I. Separation of powers and checks and balances

In order to ensure the effective implementation of the new development strategy, the new Olympic Games stabbed the organization with the sword of change, and a governance structure with separation of powers among the strategic Committee, the executive Committee and the supervision Committee came into being.

In fact, the governance structure of the new Olympic Games is constantly changing. However, Wang Yusuo seems not satisfied. "For so many years, the strategy has been unclear and resources are limited, resulting in the adjustment of the organizational structure is only a product of tinkering, and there is no relatively complete plan." He listed all kinds of shackles one by one: high centralization and many management levels lead to inefficient decision-making; It breeds bureaucracy and there is a phenomenon of buck passing; The three major industries have their own characteristics, and although they are internally related, they are also relatively diverse. A single operation mode can easily lead to decision-making mistakes or management vacuum, and ultimately affect the sustainable and healthy development of enterprises.

Wang Yusuo is also worried about the reformed "power unit". The separation of powers was born out of the original senior management team, which is prone to two situations: either separation or non-separation; Or if you have power, there will be contradictions and hinder the development of the company.

So when he initiated this organizational change, he grasped four principles: it is conducive to the separation and balance of the three powers, to improving the efficiency of decision-making, to implementing professional management, and to cultivating talents. At the same time, he set up four centers under the Executive Committee, namely, enterprise management, cultural administration, finance and human capital, which are responsible for research, guidance and standardization. Except for finance, audit, information, supervision and culture, which can directly extend to the most basic level of the professional systems of the new Olympic Games, the other management spans of these four centers should not exceed three levels.

"This has two advantages. First, if the decentralized management is not good, it can be taken back. The second is to decentralize power in stages according to the maturity of major operators and the maturity of the industry. One step in place may lead to indigestion. " Wang Yusuo has made full preparations for various situations that may occur in the operation of the new organizational structure. "Now we are ready, it's just a matter of people. It won't be like the original, when people are dying, they will change the mechanism. Now the mechanism will not change, and they will be replaced if they don't do well. Of course, it is still based on training, and we must change our concepts in time. I believe that they will all have a good result. " He said that by the end of the running-in period at the end of the year, the new Olympics will have a wider range of decentralization.

Second, the interaction of the word "product"

In the next 10 years, we will still focus on the gas industry. Wang Yusuo said that the so-called "product" interactive development pattern is to give priority to the development of the main gas industry, taking into account the development of gas machinery and the resource demand of home ownership. He analyzed that the development of gas can effectively promote the development of other industries. The success of the new Austrian gas expansion model can not be separated from the support of the local government and the trust of local customers. These two resources can lay a good foundation for the real estate industry to obtain land use rights and develop the market. At the same time, the expansion of gas has promoted the great development of gas machinery and increased its market share. After NAO gas has made great achievements, the position of NAO gas turbine in the industry can be established accordingly, and the cost of gas industry can be further reduced.

"The implementation of the new Olympic development strategy needs the strategies of various industrial sectors to promote it." According to Liu, Vice Chairman of the Strategy Committee of Xinao Group, in the next three to five years, the gas industry will continue to implement the strategy of rapid expansion, strive to become the city gas professional operator with the largest number of domestic customers, and build the first brand of China gas industry with international influence; The real estate industry has been adjusted from the original rolling development strategy to an active real estate follow-up strategy, aiming at the opportunity of the government to promote urbanization, and striving to become an influential public utility supporting real estate developer in China; The strategy of gas turbine industry is to become the first gas machinery supplier in China and the world gas turbine manufacturing center through OEM cooperation.

"Resources * * * are known first, so we set this year as the Group Information Year, strive to build a smooth information platform, encourage mutual understanding among various sectors and companies, and realize resource integration through resources * * * *." Wang Yusuo said frankly that although home ownership and gas turbine have been promoted to the pillar industries of the new Olympic Games, they are still in a weak position compared with gas, and the "pin"-shaped industrial structure has not really formed "interaction". "We are in the shape of a' pin' now, and we will do a' one' shape in the future." He optimistically predicted, "For example, Xinao real estate and gas turbine business are listed, with sales exceeding 2 billion and outstanding business advantages. At this time, the main business will no longer need to give priority to development, and truly realize' plate interaction and resource sharing', and the potential in this respect will be limitless. "

What makes Xinao think most is its huge customer resources and brand advantages. It is reported that at present, the population covered by Xinao Gas has exceeded 9 million, the call center system has been in operation for more than a year, and the management has initially completed the preparations for the transition from gas to other public utilities. "We can constantly create value for customers through the platform of the call center, gradually establish customer loyalty, and explore new modes of public service." Wang Yusuo said that building a comprehensive chain service network including logistics and distribution, financial and insurance services, property management, housekeeping services, information consultation, travel agencies, etc. will be the direction of the new Olympics. In addition, the new Olympics can also rely on its own corporate image and service advantages, choose the right partners, and intervene in other public utilities in a timely manner.

Source: Liu Jinxia, China Economic Times, time: 2004- 12-2.

Discuss the problem:

1. Analyze the advantages and disadvantages of organizational structure adjustment measures implemented by Xinao Group in the process of strategic change.

2. Analyze how Xinao Group allocates resources to meet the needs of strategic change.