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Manufacturing Management Training

Strategic Planning 


PART II. 


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Fallacy of Formalization

The third fallacy assumes that a detailed plan will tend to ensure compliance over the course of the planning horizon. The fallacy is ignoring the role of learning. Mintzberg: "Formalization implies a rational sequence, from analysis through administrative procedure to eventual action. But strategy making as a learning process can proceed in the other direction as well. We think in order to act, but we also act in order to think. We try things, and those experiments that work converge gradually into viable patterns that become strategies. This is the very essence of strategy making as a learning process."

The learning value of a strategic planning project can become its greatest legacy. Learning creates excited, com­mitted people who can implement serious changes. Such learning can only result from a nontraditional, high-in­volvement methodology like the one used in the Informa­tion Systems Plan (ISP) project.

Project Background

Who were we? The MIS department for a $350 million, multi-plant, vertically integrated manufacturer of fleece and jersey apparel (sweats and T-shirts). About 125-strong, we provided all information systems support for the company. We supported three technical platforms: IBM mainframe, DEC VAX, and PC/LAN environments. We provided all applications development and support for the company. We reported to the VP-Customer Service, who also had responsibility for Planning, Distribution, and Customer Service. We suffered from problems which are familiar to most large MIS groups.

Why Did We Plan?

A group may elect to develop a long-range plan for many reasons. The ones that drove the ISP project included:

Lack of Recent MIS Plan

The last long-range plan had been done four years earlier. It was outdated. Further, the earlier plan had been technically focused and did not address the dramatic impact of the changing business climate on the department Changes in the business were far more profound than the continual changes in technology.

Lack of Specific Direction from Senior Management

While a Company strategic plan existed, it was broad and conceptual. Short to medium-range financial results were the driving force. The plan provided little specific direction for a technically oriented support function like MIS.

Business Performance Issues

Company sales were not growing. Profit margins were shrinking. Inventories became the company's largest financial asset, exceeding the value of all facilities and other hard assets. Performance to plan and customer service measures were comparable to competitors, but customers were not "delighted." The Company experienced increasing difficulty predicting future operational or financial performance.

Legacy System Support

MIS spent too much effort maintaining existing "legacy" systems, and too little time developing new ones. System development priorities were set by middle management, and were driven by functional silo-specific needs (not Company needs). MIS' internal customers were generally well satisfied, since they received first priority. MIS costs were relatively high compared to larger competitors.

Competitive Changes

The pace of competitive change had accelerated greatly. Customers were demanding new services at an increasing pace, and were unwilling to accept the usual excuses and delays from MIS. We struggled to develop Quick Response partnerships with key customers. Delays in setting up EDI linkage with new customers, for example, strained partnerships at the time when they could least afford strain. Competitors were touting aggressive MIS strategies linked directly to their business strategy. Customers noticed. Expected levels of performance in the industry were rising faster than our own capabilities.

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Support Function Mindset

Management saw MIS primarily as a support function, whose job was solely to assist the Manufacturing organization in making product and the Sales organization in selling it. MIS was largely an "expense to be minimized." Since the business value of IT is virtually impossible to quantify in any meaningful way, most senior managers tend to form opinions of their MIS departments based on 1) their own past experience with MIS and 2) the personal effectiveness of MIS leadership2. We knew that MIS could be more than just a support function, but only if we changed top management's perception (mindset).

All of these factors tend to be MlS-specific. One other factor, however, was common to most business organizations. We were addicted to urgency.

To be Continued


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