การกำหนดกลยุทธ์ระดับธุรกิจและการจัดทำระบบการประเมินผลเชิงดุลยภาพสำหรับการผลิตสิ่งพิมพ์ออฟเซ็ท

• Main Author: ดารารัตน์ บุญสนธิ
• Other Authors: บุญวา ธรรมพิทักษ์กุล
• Format: Theses and Dissertations
• Language: Thai
• Published: จุฬาลงกรณ์มหาวิทยาลัย 2008
• Subjects: การพิมพ์ออฟเซท; การวัดผลงานเชิงดุลยภาพ; Offset printing; Balanced scorecard
• Online Access: https://digiverse.chula.ac.th/Info/item/dc:44539
• Institution: Chulalongkorn University

The aim of this thesis is to formulate appropriate business strategy and Balanced Scorecard for a company that manufactures offset printing. The plant is in Chachoengsao province and its head office is in Bangkok. The research methodology consists of: (1) Study and collect the information from the company, employees and external sources. (2) Review the present company’s vision, mission, objectives and its business strategy. (3) Analyze the external and internal environment by using strategic planning concept, (4) Apply the Analytic Hierarchy Process which is a decision making tool to determine the best competitive strategy by Managing Director, Plant Manager and Marketing Manager (5) Transform the Competitive Strategy into action by formulation the Balanced Scorecard through Brainstorming Technique of Top Managements and Division Managers. The Balanced Scorecard will be communicated within the organization. The conclusions of the study are: (1) The result from the analysis external and internal environments, is used to help determining the best strategy through Analytic Hierarchy Process. The result indicates that the best competitive strategy for this company is Best-Cost Provider Strategy for current situation. (2) The result from formulation of Balanced Scorecard will serve as a knowledge-based evaluation and control system in the implementation phase.