Your strategy map shows these relationships and encourages strategic thinking that goes far beyond your balance sheet. Group reservations: Ten or more Customers traveling from/to the same origin/destination. Other airlines such as People Express and Midway became highly publicized success stories and then took a financial nose-dive into oblivion. Well-established airlines including Pan Am, Eastern, Western, and Piedmont have disappeared. We know that it’s important to have happy employees and updated infrastructure, but it’s hard to see how those objectives feed into the company’s end goals. airline industry has undergone significant and often surprising change. The vast majority of the things that executives can change in an organization don’t contribute directly to the bottom line. Strategy maps show how fuzzy intangible assets, like company culture and employe knowledge, are turned into concrete tangible results. The slide represents a strategic group map that plots companies on a two variable map to identify competitive variables that distinguish companies in the airline industry. If you train your employees and build a culture of information sharing (Learning and Growth), they’ll make your company run more smoothly (Internal Business Processes).Ī better running business takes better care of its customers (Customer), and happy customers buy more of what you’re selling (Financial). These causal relationships are central to the idea of the balanced scorecard. By following the arrows’ paths, you can see how the objectives in the lower perspectives drive the success of the higher ones. Many strategy maps also have arrows between the objectives to show their cause and effect chain. Southwest Airline has two kinds of buyers, including individual and group travelers.
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