T Toward a Strategic Plan for Alberta Pork 艾伯塔猪肉策略计划

1. TToward a Strategic Plan for Alberta Pork艾伯塔猪肉策略计划 Case Study Presentation案例学习陈述 July 2005 2005年7月

2. The Strategic Plan – A Framework策略计划—框架 • Situation Analysis 情况分析 • Issues, concerns, constraints问题，考虑，约束 • SWOT • Vision and Mission眼界和任务 • Objectives目标 • Strategic Initiatives策略动力 • Actions行动 • Responsibilities and Time Frames责任和时间框架 • Resources资源 • Measures of Success/Accountability衡量成功/有责任

3. The Strategic Planning Process策略计划进程 • The Situation 情况 • What are the issues?是什么问题 • Why now?为什么现在 • SWOT • Developing an Input Strategy发展输入策略 • Interviews, Reviews, Comparative Analysis访问，回顾，比较分析 • Situation Document情况文件 • Preparing a Planning Process准备计划进程 • Identifying the Strategic Questions识别策略问题 • Strategic Planning Session策略计划会议 • The Strategic Plan策略计划

4. The Steps:步骤 Step 1: Initial Meeting with Executive – Oct 2003步骤1：与执行者开始会议—2003年1月 Step 2: Develop Input Questionnaire – Nov 2003步骤2:发展投入问卷-2003年11月 Step 3: Input from Fall Meetings – Nov 2003步骤3 ：秋季会议的输入—2003年11月 Step 4: Survey with 20 ‘representatives’ from industry; one on one meetings with Staff – Dec/Jan 2004步骤4：工业部门的20名代表的调查，一个对一个与工作人员会议—2004年12月和1月 Step 5: Prepare Situation Document – Jan 20, 2004步骤5：准备情况文家—2004年1月20日 Step 6: Circulate Document; Prepare Meeting Guide – Jan 21, 2004步骤6：流通文件，准备会议指导---2004年1月21日 Step 7: Strategic Planning Meeting – Jan 29th ,30th 2004步骤7：策略计划会议—2004年1月29日，30日 Step 8: Prepare Draft Plan – Feb 2004步骤8：准备草稿计划—2004年2月 Step 9: Meet with Executive – Feb 2004步骤9：约执行者会议—2004年2月 Step 10: Finalize Plan – complete March 1, 2004步骤10：定稿计划—2004年3月1日完成

5. TToward a Strategic Plan for Alberta Pork艾伯塔猪肉策略计划 Background & Discussions背景和讨论 January 29th, 20042004年1月29日

6. Agenda议程 • Introduction介绍 • Issues Facing the Industry工业面临的问题 • Assessment of Alberta Pork艾伯塔猪肉的评估 • Operational Review运作回顾 • Other Issues其他问题 • The Strategic Questions策略问题 • The Strategic Plan策略计划

7. Industry Issues:工业问题 • The Financial Crisis金融危机 • Cost pressures成本压力 • Markets市场 • Currency/Exchange rates货币/汇率 • Trade & Border Issues贸易和边境问题 • Quality Assurance/Food Safety质量保证/食品安全 • Disease Risks疾病危险 • Consumer Relations消费者关系 • Lobbying/Politics议院/政治 • Other - environment, permitting, producer support, succession其他-环境，允许，生产者支持，连续性

8. Operational Review:运作回顾 Sustainable & Healthy Environment:可持续的和健康的环境 • Supporters - keep working on it …. Educate the public; work to streamline permitting processes; reinforce soundness and diligence.支持者-保持继续工作..教育公众; 工作于流线型的允许过程;加强公正和勤奋 • Some see government as playing a big role一些人认为政府起了重要作用 • Detractors - a few see it as not important right now诽谤者—一些人为现在不重要

9. Alberta Pork - Area of Greatest Effectiveness艾伯塔猪肉-非常有效的领域 • Promotions促销 • Marketing and public relations市场和公众关系 • Pig Rig (Pigmobile)猪的设备(移动型猪) • Information信息 • Lobbying but…..议员游说但是…

10. Alberta Pork - Single most important area of focus艾伯塔猪肉-聚焦单一最重要领域 • Survival! - dealing with the present financial crisis生存-处理现在的财政危机 • Price, price discovery, returns from the market价格,价格发现,市场回报 • Promotion and communications促销和交流 • Other - traceability, simplifying the permitting process, disease risk management, cost of production其他—追踪性,简单允许过程,疾病风险管理,生产成本

11. Alberta Pork - Areas of Least Effectiveness艾伯塔猪肉- • Lobbying/Getting results with government议员游说/从政府得到结果 • Promotional Activity and Focus?促销活动和焦点? • Improving prices for producers对生产者改善价格 • Influencing the NRCB (streamlining regulation requirements)影响NRCB(流线型管理要求) Questions: Are we getting results?问题:我们会有结果? How do we know?我们怎么知道?

12. Operational Review:运行回顾 Quality Food:食品质量 • Supporters - many deem this to be important - need to assure and inform customers; keep on going; image is critical.支持者-许多人认为重要-需要保证和同志消费者;继续保持;典型重要 • Some are neutral or ambivalent一些人中立或矛盾 • Detractors - are asking questions - is it effective? can we afford it? Do producers receive any benefit?诽谤者-问问题-有效吗?我们能付的起吗?生产者能有什么利益?

13. Operational Review:运行回顾 Animal Care & Health动物保护和健康 • Supporters - observe that good work is being done; good information is being provided .支持者-注意到良好的工作正在被完成;良好的信息正在提供 • Some suggest that farmers need to take responsibility for this area一些建议农民在这个领域应该负起责任 • Detractors - make the point that it may have been necessary at one time but it is an area that will look after itself诽谤者—提出也许在同时是需要的但是这是一个自己可以照顾自己的领域

14. Operational Review:运行回顾 Producer & Industry Relations:生产者和工业关系 • Strong Support - for lobbying and acting as the voice for the industry – 强烈支持者—议员游说和代表工业的观点 • Little question that this should not be done. Questions revolve around:小部分人提出这个不应该被完成/ 问题考虑: • How can this be more effective? 这个怎么更有效? • Are all producers being represented?是所有的生产者都代表吗?

15. Operational Review:运行回顾 Emerging Questions/Issues:出现问题 • How is the organization responding to a dramatically changing industry?组织怎么回应巨大变化的工业? • Is there a need to review how producers are represented and how the organization is structured?有必要回顾生产者怎么代表和组织怎么构造吗? • Is the current levy too high?现行的征税过高吗?

16. Mission Statement目标宣言 To be valued as producers of preferred, quality foods in a prosperous and sustainable environment 在一个可以持续的环境中,被评价为优选的,质优的生产者

17. The Strategic Questions策略问题 The Financial Crisis:财政危机 • Is it structural or cyclical?是结构的还是循环的? • What role should Alberta pork play?艾伯塔猪肉应该扮演什么角色? • Will it overwhelm the organization?会压倒组织吗? • Should levy rates be reviewed?税收率应该被回顾吗?

18. The Strategic Questions策略问题 Effectiveness as a Lobby Group:向议会小组一样有效 • What could have been done differently?什么可以不同的完成? • What needs to be accomplished?什么需要完成? • What can to done?什么可以完成? • How can this be done?怎么去完成?

19. The Strategic Questions策略问题 Operational Areas:问题领域 • Are the objectives still relevant?目标仍然相关吗? • How should they be adapted?他们应该怎样去适应? • How are the objectives to be achieved?目标怎么达成?

20. The Strategic Questions策略问题 Industry Changes and Organizational Structure:工业变化和组织结构 • What changes are occurring?什么变化正在发生? • How should Alberta Pork respond?艾伯塔猪肉业应该怎么回应? • What actions or inaction make Alberta Pork most vulnerable?什么行动或迟钝使得艾伯塔猪肉业易受损伤?

21. TStrategic Plan for Alberta Pork艾伯塔猪肉策略计划 Final最终 March 1, 2004 2004年3月1日

22. Vision眼界 Valued producers of preferred quality foods in a prosperous and sustainable environment 被尊重的首选的高质的食品生产者在繁荣的和可持续发展的环境中

23. Mission Statement目标声明 To position Alberta pork producers and the industry as vital, sustainable and valued in the agri-food business and society through the continuous advancement of initiatives that enhances prosperity通过不断地推动繁荣的动力进步使艾伯塔猪肉生产者和工业在农业食品商业和社会中成为重要的,可持续发展的和有价值的

24. Operational Mandate:运行要求 • Promote Quality Food促进高质产品 • Animal Care & Health动物保护和健康 • Sustainable & Healthy Environment可持续发展的和健康的环境 • Producer & Industry Relations生产者和工业关系

25. Strategic Initiative 1:策略动力1 Building a Unified Voice建立一个统一的声音 • Input from key producer groups主要生产者组织投入 • Annual industry roundtables年度工业圆桌会议 • Jurisdictional analysis & review司法的分析和回顾 • Developing clear position发展清楚地职位 • Assembling key parties集合主要成员 • Develop ‘one voice’ communications plan发展一个声音的交流计划 • Systematic government relations strategy系统的政府关系策略

26. Strategic Initiative 2:策略动力2 Enhancing Relations with Government加强与政府的关系 • Develop multi-layered strategy发展多层政策 • Conduct low key internal review运行低一级重要内部回顾 • Review growth objectives and Alberta Pork’s position回顾成长的目标和艾伯塔猪肉形势 • Jurisdictional analysis & review司法的分析和回顾 • Develop communications and contact strategy发展交流和联系策略 • Build on a continuous basis建立一个连续的基础