陳錦憲論文Final v12.doc

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1 H A Research on Balanced Scorecard as Strategic Planning Tool - The Case Study of H Corp. Student: Chin-Hsien Chen Advisor: Dr. Grace Lin A Thesis Submitted to Institute of Management of Technology College of Management National Chiao Tung University in partial Fulfillment of the Requirements for the Degree of Master of Business Administration In Management of Technology Jan 2008 HsinchuTaiwanRepublic of China - i -

2 H 1992 Robert S. Kaplan David P. Norton GPS H BCG Model SWOT ( ) SWOT GPS SWOT 13 SWOT SWOT GPS - i -

3 A Research on Balanced Scorecard as Strategic Planning Tool - The Case Study of H Corp. Student: Chin-Hsien Chen Advisor: Dr. Grace Lin Institute of Management of Technology National Chiao Tung University ABSTRACT Balance scorecard was addressed jointly by two scholars, Robert S. Kaplan, professor of Harvard University and David P. Norto n in Being through continuous revision over the years, balance scorecard has evolved from its early use as a simple performance measurement framework to a managerial tool for policy implementation and performance improvement which helps an organization with its resource integration. Balance scorecard examines operations of a business through four dimensions: the financial perspective, the customer perspective, the business internal processes perspective, and the learning and growth perspective. By this, it transforms visions and strategies of an organization into specific goals and connects performance measures and operation strategy goals with cause and effect to instruct the behavior of employees and organization. The purpose of this paper is to discuss how to use balance scorecard as a strategic planning tool. We use case study and take H firm as research target in the GPS industry. This paper discusses literatures about strategic planning tools such as BCG Model, Five Forces Analysis, SWOT Analysis and series of Balance Scorecard (strategic core organization, strategic map, and strategic adjustment) to find out features of each theory. We obtain the following achievements from interviews and data analysis: 1. Using SWOT analysis and five forces analysis to grasp a general view of the GPS industry in the world and Taiwan and also the strengths, weaknesses, opportunities and threads of the case firm. 2. Acquiring the Strategic Map of the case firm by using the theoretical framework of balance scorecard based on the result of five forces and SWOT analysis. 3. The 13 procedures sorted by this paper can help instruct business administration level to integrate five forces and SWOT analysis in order to understand existent competitive environment an enterprise lying in and its strengths and weakness from the beginning of its state of play analysis. Key words: balance scorecard, five force analysis, SWOT, strategic planning, GPS industry. - ii -

4 - iii - Jan/2008

5 ... i...ii...iii... iv... vi...vii BCG model SWOT GPS GPS GPS GPS GPS GPS GPS GPS GPS GPS GPS iv -

6 5.4.4 GPS GPS GPS SWOT v -

7 1 SWOT GPS GPS GPS ASP PND G P S / G P S G P S H1 PGS H1 GPS GPS GPS OBM/ODM (H) GPS SWOT SWOT vi -

8 1 BCG model SWOT SWOT GPS GPS vii -

9 . 1.1 EPS (The Balanced Scorecard BSC) 1992 Robert S. Kaplan David P. Norton The Balanced Scorecard: Translating Strategy into Action( ) - 1 -

10 The Strategy-Focused Organization( ) Strategy Maps( ) Alignment( ) % BSC AT&T % BSC 29% BSC 44% BSC - 2 -

11 1.2 GPS 1994 GPSGPS GPS ODM GPS H

12 3.. BCG model SWOT BCG model BCG model (The Boston Consulting Group)1960 / 1-1 BCG model The Boston Consulting Group(1960) - 4 -

13 BCG BCG Model Michael Porter, BCG Model 2. BCG Model 3. BCG Model Porter(1980) - 5 -

14 2 (Porter, 1980)) 2 Michael E. Porter (1980) 1. Porter 7-6 -

15 (1). (2). (3). (4). (5). (6). (7). 2. (1). (2). (3). 3. (pressure of customer) (1). (2). (3). (4). (5)

16 (6). (7). (8). 4. (1). (2). (3). (4). (5). (6). (7). 5. (1). (2). (3). (4). (5). (6). (7). (8)

17 2.1.3 SWOT SWOT Ansoff (1965) SWOT SWOT (Strength) (Weakness) (Opportunity) (Threat) Porter Aaker (1992) SWOT SWOT SWOT (Aaker1992)

18 (SWOT ) 1 SWOT ( ) ( ) / (2003) SWOT SWOT 3(SWOT ) (Weihrich1982) 1. SO

19 2. (ST ) 3. (WO ) 4. (WT ) 3 SWOT Weihrich (1982) SWOT Barney(1991) SWOT 4 ( )

20 4 SWOT Barney (1991) 1. Porter(1980) (1) (2)

21 (1) (2) SWOT Barney( 1991) SWOT 1. SWOT 2. SWOT 3. SWOT 4. SWOT 5. SWOT

22 2.2 Kaplan & Norton (1996) 5 5 (2003)?

23 1. 2. (EVA) 3. Kaplan & Norton (1996)

24 3. 2 R&D ( ) (2003) 2 3*3-16 -

25 - 17-6( ) 6 (2003)

26 7( )

27 8( ) 8 (2003) 1. Hamel & Prahalad (1980)

28 ( ) (1) (2) (3)

29 9 (2003)

30 2.3 Kaplan & Norton (1996) (Strategy Focused Organization, SFO) (Kaplan & Norton,1996) 10 ( ) 10 Kaplan & Norto1996)

31 (double-loop process) 5. Kaplan & Norton (1996)

32 11( ) 11 (2003) 12( )

33 12 (2003) ( ) 13 (2003)

34 14( ) 14 (2003)

35 2.4 Kaplan & Norton (1996) Strategy Maps Kaplan & Norto1996)

36 (Kaplan & Norton,1996)

37 5. 16 Kaplan & Norto1996)

38 Exploratory Study (Description Study) (Cavana, Delahaye & Sekaran, 2001) (Quantitative Study) (Qualitative Study) (Cavana, Delahaye & Sekaran, 2001)

39 3.2 ( 2005) (2005)

40 - 32 -?

41 SWOT SWOT

42 (GPS) 1994 (GPS) GPS GPS GPSGPS GPS

43 ODM GPS EPS 3.6. GPS GPS 5.1 GPS 5.2 GPS 5.3 GPS 5.4 GPS GPS 5.5 GPS GPS GPSGlobal Positioning System GPS GPS ,000 98% GPS GPS

44 19 GPS GPS ( SA Selective Availability) GPS (FCC)1996 E GPS (GPS) 1970 GLONASS (Global Navigation Satellite System)GLONASS ,

45 GLONASS GPS (, 2005) GPS GLONASS 1992 Galileo( ) Galileo 30 ( 38) 24, (, 2005) (, 2005) 5.2 GPS GPS GPS Strategy Analytics(2004 Potable Navigation Devices % 2005 Strategy Analytics , %

46 3 ( 2006) 3 (2006) Smart Phone PDA 4 Smart Phone Smart Phone GPS % Smart Phone

47 4 (2006) GPS IEK PND 5( 2006)

48 5 3 GPS (2006) % , % Smart Phone Smart Phone 6( 2006)

49 6 2. (2006) % , % Smart Phone % 7( 2006) 7 (2006)

50 % ,805 Smart Phone Smart Phone PDA 8( 2006) 8 ( 2006) GPS GPS GPS / GPS ABI

51 72% 38% % % 2008 GPS ~16% GPS GPS 28% ( IEK, 2006) 9 9 GPS ( 2006) 5.3 GPS GPS GPS GPS

52 20 GPS ( 2006) GPS SiRFTIQualcomm Snap TrackMotorola(Freescale)STMAtmelUbloxGlobal LocateInfineon Trimble GPS SiRF channel 51 66channel (, 2007) GPS (PDA ) GPS ~ ~6 GPS GPS

53 32%( IEK, 2006)10 10 GPS ASP ( 2006) GPS SymboluBlox Samsung ( ) GPS GPS GPS GPS / / LCD (TMC) TomTom 37% Garmin 18% Mio 7%TomTom 2004 PND( )

54 Garmin( )Garmin GPS GPS GPS IC 2004 Mio GPS 2 Mio Magellan 2004 GPS TomTomMio ( IEK, 2006) GPS PND ( 2006)

55 5.4 GPS GPS GPS IEK % 1, % % 1, % 2,174.3 GPS GPS 12(, 2007) GPS 13( IEK2005) 12 GPS / ( 2007)

56 13 G P S ( 2007) GPS GPS PND( ) GPS-Mouse GPS GPS GPS % (1) PND( ) (2) (3) PND( ) ODM/OEM 2007 GPS 14(, 2007)

57 G P S ( 2007) GPS GPS OBM( ) % ODM( ) 11%OEM( ) 3%15 GPS GPS-Mouse add-on GPS ( IEK,2005)

58 H1 PGS IEK(2005) H1 GPS IEK(2007) GPS 1990 GPS 95% GPS - (Garmin) (MTK) GPSSiRFMTK 2006 GPS

59 SiRF GPS 2007 GPS GPS Garmin MTK 50% GPS GPS 2007 GPS ( 15) (Garmin) (Mio) NASDAQ GPS GPS MedionTyphoon Yakumo 2004 Mio GPS Mio (PND) TomTom 30% 2007 NavmanMio (PND) 9.9% Mio 2007 PND ( ) 800 GPS ( IEK, 2007) 5.5 GPS GPS GPS GPS

60 GPS Location Based ServicesLBS ( IEK, 2007) GPS GPS GPS GPS (PND) 3~4 GPS GPS GPS (2005) GPS (2005)

61 (2005) IC-insigh(2005) ,800 22% GPS 2008 GPS 45% GPS GPS 80% GPS 60% 2007 GPS 42.2% GPS GPS GPS PDA

62 LBS /Location Based Services GPS PDAPND (Content Provider) LBS 19( 2006) 19 (E911) ( ) (2006) (FCC)1996 E-911(Enhance 911)

63 911 30% E GPS LBS GPS A-GPS (Assisted GPS) GPRS3G GPS E-911 GPS LBS % GPS20( 2005) 20 GPS (2005)

64 GPS 1. GPS (GPS Receiver) Smart PhonePDA USBCF GPS GPS Receiver 47% 25~30 2. (Car Navigator) 2005Q ~20% 3. GPS (Handheld GPS) GPS GPS (GPS Module) GPS PDA GPS GPS GPS

65 15~ % 5. (Tracker) 2007Q4 AGPSGPRS % 2008 PND

66 5.6.2 GPS

67 ~10 50 % 20% % GPS

68 Year % 10% % 36% (OBM) (ODM) ODM OBM/ODM OBM/ODM Year OBM ODM % 30% % 50% 2007(F) 20% 80% ~

69 27 (H) H % R G H R G H R G H R G GPS? 3.? 4. 5.?

70 1.? 2. GPS? 3. 4.? 1.? 2. GPS? 3. 4.? 5. 1.? 2. GPS? 3. 4.?

71 . GPS GPS 6.1 GPS 6.2 SWOT 6.1 Porter (1980) GPS GPS GPS (PND) GPS-Mouse add-on 1. GPS IT GPS GPS GPS 2. PND( ) (1) (Application Processor) 35% 266~400MHz

72 PND( ) Intel Xscale Samsung (2) GPS 20% GPS GIS( ) GPS SiRF 5 Broadcom Global LocateAtmelTIUblox (MediaTek) SiRF 2007 GPS SiRF SiRF GPS (3) (GIS) GPS 10~30 PND PND TomTom Tele Atlas Garmin ,650 Navteq GPS GPS PAPAGO

73 3. isuppli(2005) GPS GarminTomTom2007 2,000 GPS GPS GPS GPS Ward's % GPS GPS (PND)GPS-Mouse add-on GPS GPS PDA GPS GPS GarminTomTomPND 4. GPS GPS GSM (GPRS or 3G) LBS (BOUNDLE) PDA GPS GPS GPS GPS

74 5. Garmin Mio 28( IEK2006) GPS (Mitac) GPS 20% Mio Garmin PC GPS GPS GPS GPS IEK(2006) Porter

75 6.2 SWOT SWOT (Strength) (Weakness) (Opportunity) (Threat) SWOT GPS 1. (Strength) (1) 1994 (2007) GPS RF GPS (2) GPS GPS ODM (3) GPS GPS GPS PND GPS GPS (4) GPS Brunswick Corporation

76 GPS GPS GPS (5) GPS 2006 GPS SiRFSiRF IC GPS SiRF MTKGPS MTK GPS SiRF SiRF 2. (Weakness) (1) GPS LCD (2) NOKIATomTom GPS (3) 2007

77 ODM 80% (4) 3. (Opportunity) (1) GPS GPS GPS (2) GPS.A-GPS GPS 3G A-GPS GPS GPS (3) GPS 50% GPS (4) GPS GPS

78 4. (Threat) (1) GPS GPS GPS GPS (2) GPS GPS GPS PDA (3) SWOT

79 29 SWOT (S) (W) (1) (1) (2) GPS (3) GPS (2) (3) (4) (4) (5) GPS (O) (1) GPS (2) GPS (T) (1) GPS (2) (3) (3) (4) GPS SWOT SWOT

80 7.1 GPS GPS GPS GPS GPS

81 2. GPS ( 2) SWOT OBM( ) OEM/ODM( ) GPS ( ) ( ) ( ) OEM/ODM WO( ) OBM/ODM ( ) ( GPS )

82 ( GPS PND GPS ) GPS GPS PND GPS SO( ) ( ) ( GPS ) CPUGPS 2~4 GPS SiRF SW( ) ( GPS ) ( ) 8.5 5~6 WT( ) ( ) )

84 % GPS 1.42% 2006 Receiver Receiver 50% GPS %(2/5) %(3/5) A. B

85 7.3.3 Tracy & Wiersema (1995) 1. (Product leadership) SONY INTEL 22( ) 22 (2001)

86 2. (Customer intimacy) (2001) 3. (Operational excellence) (2001) GPS OBM/ODM GPS

87 ( 6) GPS

88 2. OBM/ODM

89 GPS

90 GPS

91 28 2. SWOT

92 30 SWOT (S) (W) (6) (5) (6) (7) GPS (7) (8) GPS (8) (9) (10) GPS (O) (5) GPS (6) GPS (T) (4) GPS (5) (7) (6) (8) GPS 3. SWOT

93 GPS /

94 SWOT 22 / OBM/ODM

95 11( ) SWOT

96 ( SWOT )

97 H SWOT

98 4. GPS?

99 1. Kaplan, Robert S. & Norton, David P Kaplan, Robert S. & Norton, David P Kaplan, Robert S. & Norton, David P Kaplan, Robert S. & Norton, David P Robert Y. CavanaBrian L. Delahaye & Uma Sekaran E TFT-LCD IC

100 ~P ~ P Porter -A Joseph H. Boyett & Jimmie T. Boyett Drucker, P. F Olve, N., Roy, J. Wetter, M GPS IEK IEK GPS IEK IEK GPS Hill, C. W. L., and Jones, G. R.,

101 30. Michael E. Porter Michael E. Porter BCG RCA Kaplan, Robert S. and David P. Norton, The Balanced Scorecard-Measures That Drive Performance, Harvard Business Review, Jan-Feb Kaplan, Robert S. and David P. Norton, Using the Balanced Scored as a Strategic Management System, Harvard Business Review, Jan-Feb Kaplan, Robert S. and David P. Norton, The Strategy-Focused Organization: How Balanced Scorecard Companies Thrive in the New Business Environment, Harvard Business Review, Kaplan, Robert S. and David P. Norton, Putting The Balanced Scorecard to Work, Harvard Business Review, Sep-Oct Kaplan, Robert S., Devising a Balanced Scorecard Matched to Business Strategy, Planning Review, Sep-Oct Kaplan, Robert S. and David P. Norton, The Balanced Scorecard: Translating Strategy into Action, Harvard Business School Press,

102 7 Aaker, David A., Strategic Marketing Management, 3rd ed., John Wiley & Sons, N.Y., Ansoff, H.I., Corporate Strategy, New York: McGraw-Hill Press, Ansoff, H.I., Strategies for Diversification, Harvard Business Review, Sep Barney, D.F., Time Paths in the Diffusion of Product Innovations, Macmillan, London, Prentice-Hall, Weihrich, H., The TOWS Matrix-A tool for Situational Analysis, Long, Robert Y. Cavana, Brian L. Delanaye & UMA Sekaran, Applied business research, Boston Consulting Group, Perspective on Experience, Hedley, B., Strategy and the Business Portfolio, Long Range Planning, Vol.10, No. 2, pp. 9-14, Kotler Philip, Principles of Marketing, 7th edition, Englewood Cliffs:Prentice-Hall, Inc., Wikipadiahttp://en.wikipedia.org/wiki

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國家圖書館典藏電子全文 2002 91 1 1 WTO 144 WTO WTO WTO 1 2 3 WTO 1956 1958 1895-1945 WTO WTO WTO SWOT 4 Strategy Strategos 1947Von Neumann Morgenstern Theory of Games 2-1 2 1 Von Neumann 1947 Morgenstern Ducker 1954 5 Chandler