STRATEGIC INTENT

VIVEK TRIPATHI

jargons

Intent- purpose Fit-strategy in accordance with

resources and environment Stretch- misfit between resource and

environment Leverage-concentrating,

accumulating meager resources to meet aspirations

Hierarchy of intent

vision

mission

goals

objectives

plans

Most integrative

Most specific

Fewest in number

More in number

vision

Mental image of what the future will or could be like

Organizational projections

A realistic, credible and attractive future for an organization

Burt Nanus Vision should describe set of ideals and

priorities, a picture of future, a sense of what makes the company unique, core set of principles that company stands for and set of criteria's that will help define organizational success

Oren Harari

elements Realistic Credible Attractive Futuristic Role in strategy formulation Provides clue were we are heading Place organisation in unique position Source of inspiration

Features of good vision

idealisticdirectional

Unique Inspirational Well articulated

IOC aims to achieve international standards of excellence in all aspects of energy and diversified business with focus on customer delight through quality products and services

Mission

Why an organisation exists HUL commitment to national priorities

which ensures company is a part of peoples life making a difference to India and Indians

Mission is essential purpose of organisation , concerning why it is in existence, the nature of business(ess) it is in, and customers it seeks to serve and satisfy

Difference

Vision is forward looking view Mission states what organization is and

why it exists Vision deals with long term concept of

organisation Mission states how organisation will

interact with environment

Role in strategy formulation

Gives direction Clarify aspirations Reference point Integrating environment by suitable

environment IOC maintaining national leadership in

oil refining, marketing and pipeline transportation

Business definition

Statement of business organisation engaged presently or wish to pursue in future.

textiles

Personal wears Non wears

suitings shirtings sarees undergarments

Cotton silk synthetics

High priced Medium priced Low priced

PETER F DRUCKER

Who is customer? What does customer buy? What does customer value?

Abell Product, technology, customer

segment

Customer group

Customer function Alternative technologies

Goals and objectives

Mostly used interchangeably Mexico & Latin America- objectives

are long term while goals are short term

USA vice versa

Issues in objective setting

Specificity Multiplicity Periodicity Reality quality

We want to make our product number one selling brand In terms of units sold

Our objective is to maximize profit

Assignment 1

articulate the vision, mission, business definition of an organisation that you have thought of establishing in your future as an entrepreneur or intrapreneur.

Be imaginative and original