人民大2024战略管理（第13版）案例教师手册 david_sm13e_cn_14.docx

UnitedStatesPostalService-2009CaseNotesPreparedby:Dr.MernoushBantonCaseAuthor：Dr.FredDavidandDr.ForestDavidA. CaSeAbStraCtUSPSCorporation(www.USPS.com)isacomprehensivestrategicmanagementcasethatincludesthecompany'sfiscalyear-endSeptember20,2008financialstatements,competitorinformationandmore.Thecasetimesettingistheyear2009.Sufficientinternalandexternaldataareprovidedtoenablestudentstoevaluatecurrentstrategiesandrecommendathree-yearstrategicplanforthecompany.ThePostalServiceActof1969transformedthePostOfficeDepartmentintotheUnitedStatesPostalService,anindependentestablishmentoftheexecutivebranchofthegovernmentoftheUnitedStates.ThePostalReorganizationActrequiredthatthegovernmentagencybeself-supporting.Thiswasachievedin1982,andthepostalserviceshavebeenfreefromtaxpayersupportsincethen.B. ViSiOnStatement(ACtUaI)Ourvisionofthefuturebeginswithastrongfoundation.Wewillcontinuetostrengthenourreoperationsandservices,balancinganimmediateandurgentneedtoreducecostswithacontinuedcommitmenttostrategiessuchasIntelligentMail®,whichareessentialtoourfuture.Wewillbeguidedbyoneprinciple:weexisttoserveourcustomers.ThisvisionisorcommitmenttoensuringavitalPostalServiceforfuturegenerations.Ourvisionrestsonthreemajorstrategies:(1)Focusonwhatmattersmosttocustomers.(2)1.everageourstrengthstocreatecustomervalueandprofitstoinvestincontinuedimprovement.(3)Embracechangeinthewaywerespondtoemergingcustomerneedsandarapidlyevolvingbusinessenvironment.ViSiOnStatement(Prooosed)Tobethefirstchoiceinpostalandcourierservicetoourcustomers.C. MiSSiOnStatement(Actual)ToprovideeveryhouseholdandbusinessacrosstheUnitedStateswiththeabilitytocommunicateandconductbusinesswitheachotherandtheworldthroughprompt,reliable,secureandeconomicalservicesforthecollection,transmission,anddeliveryofmessagesandmerchandise.MlSSIOnStatement(Proposed)Toprovidethemostsuperior,reliableandaffordablemailservicetoallpatrons(1,2,3,7)throughoureasyaccesslocationsorviahighlyadvancedandmostupdatedwebsite(4).Withourdedicatedemployees(9),wecontinuetogrowandbeprofitable(5,6).WestrivetohaveapositiveimpacttoeveryoneacrosstheUnitedStates(8).CustomerProductsorservicesMarketsTechnologyConcernforsurvival,profitability,growthPhilosophySelf-conceptConcernforpublicimageConcernforemployeesD. EXtemalAUditCPM-CompetitiveProfileMatrixUSPS1.PSFedExCriticalSuccessFactorsV/cightRatingWeightedScoreRatingWeightedScoreWeightedRatingScoreAdvertising0.0820.1630.2440.32TopManagement0.0610.0620.1240.24CustomerService0.0920.1830.2740.36TechnologicalAdvances0.0920.1830.2740.36InternationalMarketSales0.0710.0730.2140.28GlobalExpansion0.0810.0830.2440.32FinancialPosition0.0720.1430.2140.28Customer1.oyalty0.1020.2030.3040.40MarketShare0.0920.1830.2740.36ProductQuality0.0920.1830.2740.36Marketing0.0820.1630.2440.32PriceCompetitiveness0.1040.4020.2030.30Total1.001.992.843.90Opportunities1. Onaverage,thecompetitorsaremoreexpensiveinservicestheyoffercomparetoUSPS2. Governmentalcontrolofferstheabilitytogetextrafundingasneeded3. Moreconsumersareshoppingonlineforgoodsandservices4. Growingpackagedeliverytointernationalmarkets5. CreatingjointventurewithpopulareCommerceshoppingsitessuchaseBay,Amazon,Overstk,andmanyothers6. ExpansionintomarketssuchasEurope,S.America,ChinaandJapan7. FormjointventurewithFedExandUPStoareasthatUSPSdoesnotdelivercurrentlyThreats1. Weakeconomyhasimpactedmanybusinessesandconsumersduetodownsizingandcutbacks2. Riseinfuelandgasolinepriceshasimpactedbusinessesandconsumersnegatively,resultingincuttingbackinspendingmoneyonpostageandpackagedelivery3. Emailhasreplacedsendingletter,cardsandotherdocuments4. Onlinebillpayandreceivingbillsandstatementselectronicallyhavecausedamajordropinpostageusage5. Competitorshaveamoreadvancedanduserfriendlywebsitethatattractsbusinessesandconsumers6. CompetitorshavestruckdealswithpopularbusinessesandretailersforusingtheirserviceswhenshippingmerchandiseExternalFactorEvaluation(EFE)MatrixKeyExternalFactorsWeightRatingWeightedScoreOpportunities1.Onaverage,thecompetitorsaremoreexpensiveinservicestheyoffercomparetoUSPS0.0820.162.Governmentalcontrolofferstheabilitytogetextrafundingasneeded0.0740.283.Moreconsumersareshoppingonlineforgdsandservices0.0930.274.Growingpackagedeliverytointernationalmarkets0.0910.095.CreatingjointventurewithpopulareCommerceshoppingsitessuchaseBay,Amazon.Overstock,andmanyothers0.0630.186.ExpansionintomarketssuchasEurope,S.America,ChinaandJapan0.0920.187.FormjointventurewithFedExandUPStoareasthatUSPSdoesnotdelivercurrently0.0730.21Threats.Weakeconomyhasimpactedmanybusinessesandconsumersduetodownsizingandcutbacks0.120.22.Riseinfuelandgasolinepriceshasimpactedbusinesse