Central to understanding the process of strategic management
Term strategy derived from Greek word strategos-which means generalship the actual direction of military force. Combines stratos (the army) and ago (to lead) Strategy means the art of the general or the art of the leading The element of surprise provides great competitive advantage. Business/ corporate strategy is formulated, implemented and evaluated on the assumption of competition while of military on conflict. The strategy of a corporation forms a comprehensive master plan stating how the corporation will achieve its mission and objectives. It maximizes competitive advantage and minimizes competitive disadvantage. Definitions Strategy is the determination of basic long-term goals and objectives of an enterprise, adoption of course of action to attain these goals, and the allocation of resources to carry out these goals. Alfred Chandler Strategy is a unified, comprehensive and integrated plan designed to assure that the basic objectives of the enterprise are achieved. Gluek Strategy is a set of decision making rules for the guidance of organizational behavior. Ansof Developing and communicating the companys unique position, making tradeofs, and forging fit among activities. Michael Porter Strategy is
Broad course of action for organization, not specific
It is a means to end It is a game plan Set of decision rules Common thread which provides one common identity to the organization Incorporates all activities to take organization from current to desired future state Few terms Tactics----are sub strategies, comparatively short term than strategies Plans----future course of action based on certain predictions used to execute strategy, to pull strategy into action. Plans are periodic. Strategies are not defined in terms of periods. Eg 3 months plan and 6 months plan
Rules------ Prescribed course of action. What to do under certain conditions.
They are rigid. Policies----- Broad guidelines, broad framework. What to do , what not to do. Procedure----- Set of related task performed one after another in a sequential manner. According to Mintzeberg 1. Strategy sets direction Advantage: Charts the course of an organization so that it sails cohesively through its environment. Disadvantage: Blinds one to change and potential danger as one is told about the direction. 2. Strategy focuses efort Ad: Strategy promotes coordination of activities. Provides uniformity and cohesiveness. Without strategy chaos can prevail. Dis: May lead to groupthink as on doesnt think diferently. There may not be peripheral vision, to open other possibilities. 3. Strategy defines the organization Ad: Provides you a concept of business, what business you are into. Strategy provides a way to understand the organization and to distinguish it from others. It provides meaning. Dis: By providing rigid concept and defining too sharply, one becomes stereotype. Rich complexity of the system is lost. 4. Strategy provides consistency Ad: Reduces ambiguity and doubts, Provides order. Dis: Stifles creativity and innovation Ansof said strategy includes 4 components--Product/market Scope Growth vector Competitive advantage Synergy