mission definition is strategic management

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mission definition is strategic management

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3 : Deciding What the Client Wants ... God or mammon. attracting key staff. attracting the right customers ... where Cout is the (negative) cash flow. Cin is ... – PowerPoint PPT presentation

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Title: mission definition is strategic management


1
II Defining the Project Mission
  • mission definition is strategic management
  • why strategic ?
  • relationship of client to environment
  • allocation of scarce resources
  • longer term future of client
  • strategy implementation
  • why strategies ?
  • definition process
  • communication of intent
  • baseline for planning and control

2
3 Deciding What the Client Wants
the project was assembled round a hole like a
Polo mint..there was no client driving it
forward with a vision of what the operator needed
to have Sir Alastair Morton
3
Deciding What the Client Wants
  • understanding the business
  • justifying the investment
  • defining the project mission

4
Understanding the Business
  • four types of business process
  • information flows
  • resource flows
  • material flows
  • people flows
  • people and material flows inherently spatial
  • spatial configuration
  • indoor environmental quality
  • symbolic value
  • life-cycle costs

5
Spatial Configuration
  • staff interaction
  • shopper browsing
  • pedestrian movement
  • patterns of crime

6
Indoor Environmental Quality
  • personal control
  • speedy response
  • natural light
  • work group spatial definition

7
Symbolic Value
  • defining values
  • God or mammon
  • attracting key staff
  • attracting the right customers
  • contributing to the urban culture

8
Justifying the Investment
  • net present value
  • does the project add value?
  • cost/benefit analysis
  • can all value be quantified?
  • uncertainty in the calculation
  • benefits
  • costs

9
Net Present Value
discounted cash flow is
S
where Cout is the (negative) cash flow Cin is
the (positive) return r is the rate of
return expected by investors
10
Problems with NPV
  • both incomes and outgoings are uncertain
  • many costs and benefits cannot be priced
  • corporate image
  • national solidarity
  • fashion consciousness
  • leffet du prince
  • urban regeneration
  • social prestige
  • cost/benefit analysis

11
Cost/Benefit Analysis
  • poor price signals
  • markets distorted
  • cost and/or benefits not traded
  • shadow pricing
  • net gain or loss associated with having one unit
    more or less of the asset
  • problems
  • how do we value a human life?
  • how do we value a view?

12
Defining the Project Mission
  • quality of conception
  • symbolic aspects - delight
  • quality of specification
  • functional aspects firmness and commodity
  • quality of realisation
  • service aspects
  • a model of product integrity

13
Product Integrity
quality of conception
quality of specification
quality of realisation
14
The Project Mission at The University of York
symbolic buildings
quality of conception
departmental buildings
halls of residence
quality of specification
quality of realisation
15
The Development of Concession
  • combining finance, construction and operations
  • the problem of life-cycle costs
  • the problem of defining services, not facilities
  • the output specification