strategic management
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STRATEGIC MANAGEMENT
Strategy is derived from the greek word strategos.
Strategy refers to the ‘plan or course of action’ framed or formulated to achieve a specified objective or goal.
A comprehensive way to try to pursue certain ends.
INTRODUCTION
The famous Chinese Philosopher Sun Tzu’s “The Art of War” written in the 6th century B.C.
The famous Indian Guru Chanakya’s “Arthasastra” written in the 4th century B.C.
The notorious Italian Niccolo Machiavelli’s “The Prince” “The Discourses” & “The Art of War” written in the 16th century A.D.
EARLY TEXTS ON STRATEGY
To meet the objectives of organization.
Blend of internal and external factors.
Solve certain problems.
Future oriented.
Efficient adoption in organization.
Guide enterprise thinking and action.
Nature of strategy
Long term objective.
Competitive advantage.
Vector.
Synergy.
Essence of strategy
Levels of operation-corporate level,
business level, functional level.
2 categories of companies-different
directions or product groups known as profit
centres or sbu’s, single product companies.
SBU was introduced by general electric
company. Best example is relaince
company.
Levels of strategy
Strategies are formulated according to organizations.
Value oriented, conceptual and less concrete.
These are characterized by greater risk, cost and profit potential as
well as flexibility.
Occupy highest level of strategic decision making and cover the
actions dealing with the objectives of the organization.
Decisions are made by top management.
Examples: acquisitions decisions, diversification, structural
diversifications etc.
Directors and chief executive officer are the primary members.
Corporate level strategy
Make use of business resources.
Allocation of resources among functional areas
and coordination between them for achievement
of corporate level objectives.
Operate within overall organization.
Has impact on business strategy.
Business level strategy
Relates to single functional operation.
Decisions taken are described as tactical.
The strategies are concerned with how different
functions of the enterprise like marketing, finance
manufacturing etc.
Sometimes a 4th level exists known as the operating
level which comes from the functional level strategy.
Example marketing function which is spilt into
market research, sales promotion etc.
Functional level strategy
To take decisions.
Deal with new trend.
Financial benefits in the form of increased profits.
Clarity in direction for achieving objective.
Organizational effectiveness.
Satisfaction to the personnel.
Habit of thinking and proactive.
Achievement of goals.
Improves corporate communication. Coordination and
allocation of resources.
Importance of strategy
There are two dimensions of every action. They are substantive and
procedural.
The process of strategy is cyclical in nature.
Elements interact among themselves.
There are 4 phases-identification phase, development phase,
implementation phase and monitoring phase.(initially)
C.k.prahalad-strategic intent, environmental analysis, evaluation of
strategic alternatives and choices, strategy implementation,
strategy evaluation and control.
PROCESS OF STRATEGY
Purpose of the organization.
It could be in the form of vision and mission.
An obsession of having ambitions that may be
even out of proportion to their resources and
capabilities.
Strategic intent
Articulates the position of the firm.
A vision should be
◦ An organisation charter of core values and principles.
◦ The ultimate source of our priorities, plans and goals.
◦ A puller into the future.
◦ A determination and publication of what makes us unique.
◦ A declaration of independence.
Vision
Well-conceived vision
Core ideology
Core values and core purpose
Envisioned future
Long term audacious goal vivid description
of achievement
Mission is what an organization is and why it exists.
Characteristics of mission
◦ It should be feasible.
◦ It should be precise.
◦ It should be clear.
◦ It should be motivating.
◦ It should be distinctive.
◦ It should indicate the major components of strategy.
◦ It should indicate how objectives are accomplishments.
Mission
Values of a company state how managers and
employees should conduct themselves.
How they should do business.
What kind of organization they should build a
company.
They depend on organizational culture.
Values
A goal is a precise and measurable desired future
state that a company attempts to realize.
Goal is to attain mission and vision.
It should address crucial issue.
They should be challenging but realistic.
It should be achieved within a limited time period.
Goals
Analysis of the organization’s external operating
environment.
Identify strategic opportunities and threats.
It should consider national environment, wider
socioeconomic or macro environment.
Impact of globalization on competition within industry.
Examination of macroeconomic, social, government,
legal, international and technological factors is essential.
External analysis
Focuses on reviewing the resources,
capabilities and competencies of company.
Goal is to identify strength and weakness of
the company.
Internal analysis
Functional level strategies.
Business level strategies.
Global strategies.
Corporate level strategies.
SWOT analysis and the business model
Increase performance.
Execute strategy plan.
Best organization structure.
Culture and control systems can be improved.
Maximize profit towards growth.
Strategy implementation
After implementation, monitoring is
essential.
To what extent the objectives and goals
fixed is effective has to be analyzed.
It is too optimistic then conservative goal
has to be fixed.
The feedback loop
General◦ Socio-economic◦ Technological◦ Governmental
Industry◦ Customers◦ Suppliers◦ Competition
International
ENVIRONMENTAL ANALYSIS
The economy
Business cycle.
Inflationary and deflationary trend.
Monetary policies.
Fiscal policies.
Balance of payments.
Unemployment rates.
Climatic factors
Social and cultural factors
Demographic factors
Socio-economic sector
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