4. Planning

Planning is the first managerial function used to pursue organizational goals. Planning involves the process of setting objectives. Therefore, it is important to understand what goals are and how they differ from objectives. Goals are the broad, long-term aims an organization wishes to attain. Objectives, on the other hand, are specific, short-term statements detailing how to achieve the goals.

Strategic (long-range) planning determines the major goals of the organization and the policies and strategies for obtaining and using resources to achieve those goals. In this definition, policies are broad guides to action, and strategies determine the best way to use resources. At the strategic planning stage, the company decides which customers to serve, what products or services to sell, and the geographic areas in which the firm will compete.

Tactical (short-range) planning is the process of developing detailed, short-term decisions about what is to be done, who is to do it, and how it is to be done. Just as objectives are specific plans to meet broad goals, tactical planning involves defining specific plans to achieve broad strategic plans. Tactical planning is normally done by managers at lower levels of the organization, whereas strategic planning is done by the top managers of the firm (for example, the president). Tactical planning involves setting annual budgets and deciding on other details of how to meet the strategic objectives.

Contingency planning is the preparation of alternative courses of action that may be used if the primary plans do not achieve the objectives of the organization. The economic and competitive environments change so rapidly that it is wise to have alternative plans of action ready in anticipation of such changes.

Vocabulary:

to pursue	преследовать, гнаться
to set	устанавливать
goal	цель
long-term	долгосрочный
to attain	достигать
objective	стремление, цель
short-term	краткосрочный
to detail	детализировать, рассказывать
to follow	следовать, следить, подражать
state	положение, состояние, ранг
opportunity	удобный случай, возможность
profitable	выгодный, доходный, прибыльный
competitor	конкурент, соперник
growth	прирост, рост, нарост
contingency	вероятность, случайность
to obtain	получать, добывать, доставать
to use resources	использовать ресурсы
the best way	лучший путь
the geographic area	географическое пространство, площадь
decision	решение
lower level	низкий уровень
preparation	приготовление, подготовка
environment	среда, окружение
wise	мудрый
anticipation	ожидание

1. Ответьте на вопросы.

1. Is planning always performed by top-level mangement?

2. Does strategic planning focus on setting short-term or long-term objectives?

3. What is planning?

4. What requirements must objectives meet to be effective?

2. Переведите с русского на английский.

Географическое пространство, низкий уровень, удобный случай, достигать, использовать ресурс, в ожидании изменений, лучший путь, решение, стремление, цель, подробно рассказывать.

3. Вставьте артикль или предлог где необходимо.

1. Strategic planning determines ... major goals … organization and ... policies and strategies ... obtaining and using resources to achieve those goals.

2. Planning is the first managerial function used ... pursue organizational goals.

3. Tactical planning is ... process ... developing detailed, short-term decisions about what is to be done, who is to do it, and how it is to be done. … strategic planning stage, ... company decides which customers to serve, what products or services to sell, and ... geographic areas ... which ... firm will compete.

4. Tactical planning is normally done ... managers ... lower levels organization, whereas strategic planning is done … top managers … firm.

5. Contingency planning is ... preparation ... alternative courses ... action that may be used if ... primary plans do not achieve ... objectives organization. ... economic and competitive environments change so rapidly that it is wise to have alternative plans ... action ready ... anticipation... such changes.

4. Тест. Выберите правильный вариант.

1. The planning function is closely linked with the ------------ function.

1. organizing

2. controlling

3. motivating

4. leading

5. staffing

1. All but one of the following are elements of the planning process. Which one isn't an element?

1. resources;

2. plans;

3. actions;

4. objectives;

5. implementation.

1. The first step in the planning process is:

1. forecasting sales;

2. prioritizing objectives;

3. setting objectives;

4. identifying resources;

5. determining a course of action.

1. Planning implies that managers should be:

1. leaders;

2. capable organizers;

3. reactive;

4. proactive;

5. all of the above.

5. Переведите предложения.

1. The more clearly you articulate what you are trying to accomplish, the more likely you will achieve your objective.

2. The variations would depend on the level of business expected for the period in question.

3. In fact, it indicates that the problem is unlikely to be completely solved in the short-term.

4. These innovative objectives are neither routine nor designed to solve performance deficiencies.

5. Understanding the definition is only the beginning.

6. Given the number of people, machines, and other physical resources you have available, how much are you squeezing through your area?

7. Assuming some historical data (or ability to start acquiring it) you should be able to project into future.

8. New product managers are expected to make the group work as a team.