MGN305:CORPORATE STRATEGY

L:3

T:1

P:0

Credits:4

Course Objectives:

Ability to identify structural features of an industry and develop strategies to position the
firm most favorably in relation to competition using various concepts of Corporate
Strategy

Ability to analyse the structural features of an industry an apply relevant frameworks and
tools to develop, implement and evaluate strategies

Ability to identify strategic issues and design appropriate courses of action

Unit I
Introduction to Strategy and Strategic Intent : Understanding Strategy, Three
levels of Strategy- Corporate, Business and Functional, Introduction to Strategic
Management, Understanding Strategic Intent, Business Vision: Nature and its
Benefits, Business Mission and its Characteristics, Business Model, Goals and
Objectives
Unit II
Environmental and Organisational Appraisal : Difference between External and
Internal Environment, PESTEL Analysis, Michael Porter's 5 Forces Model, Dynamics of
Internal Environment, Relationship between Resource, Capability, Competency and
Strategic Advantage, VRIO framework, Value Chain Analysis, Industry Norms,
Benchmarking, Key Factor Rating, Balanced Scorecard
Unit III
Corporate Strategies : Concentration Strategies, Integration Strategies,
Diversification Strategies, Cooperation Strategies, Internationalization Strategies,
Retrenchment Strategies
Unit IV
Business Strategies : Cost Leadership, Differentiation Strategy, Focus Strategies,
Business Strategies for different Industrial Conditions, Market Location Tactics
Unit V
Strategy Analysis and Implementation : GE Nine Cell Matrix, BCG Matrix, SWOT
Analysis, Life Cycle Analysis, Nature of Strategic Implementation, Barriers to
Strategic Implementation, Interrelationship of Strategic Formulation and
Implementation, Financial Issues in Implementation, Marketing Issues in
Implementation, HR Issues in Implementation, Operational Issues in Implementation,
Structural Implementation: Structure and Strategy Interrelation, Types of
Organisational Structures, Basics of Behavioral Implementation
Unit VI
Strategic Evaluation and Control : Nature of Strategic Evaluation and Control,
Features of effective evaluation, Premise Control, Implementation Control, Strategic
Surveillance Control, Special Alert Control, Evaluation Techniques for Operational
Control, VRIO framework, Value Chain Analysis, Industry Norm, Benchmarking, Key
Factor Rating, Balanced Scorecard
Text Books:
1. STRATEGIC MANAGEMENT by AZHAR KAZMI, ADELA KAZMI, Tata McGraw Hill,
India, 4th Edition, (2015)
References:
1. STRATEGIC MANAGEMENT- CONCEPTS AND CASES by FRED DAVID, PRENTICE
HALL, 13th Edition, (2011)

Page:1/2

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References:

2. STRATEGIC MANAGEMENT by PEARCE, ROBINSON AND MITAL, MCGRAW HILL

EDUCATION, 12th Edition, (2012)

Page:2/2

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