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Strategic management is not a box of tricks or a bundle of techniques. It is analytical thinking & commitment of resources to action. Peter Drucker
What Is "Strategy" ?
Concept & Definition
Consists of competitive moves & business Management's "game plan" for
Running the Business. Strengthening firm's competitive position. Satisfying Customers. Achieving performance targets.
1. Where are we now ? 2. Where do we want to go ? Business positions management wants to stake out. FINANCIAL outcomes to achieve. STRATEGIC outcomes to achieve. 3. How will we get there?
[Contd]
Who will be our future competitors? suppliers? partners? What should our competitive scope be? How will technology impact our industry? What environmental scenarios are possible?
EASTMAN KODAK
To be the world's best in chemicals and electronic imaging.
Convert mission into performance targets. Create yardsticks to track performance. Establish performance goals requiring stretch. Push firm to be inventive, intentional, focused.
[Contd]
Setting Objectives
Setting CHALLENGING BUT ACHIEVABLE objectives guards against Complacency. Drift. Internal confusion. Status quo performance. [Contd]
Strategic Objectives
Outcomes that will result in greater competitiveness & stronger long-term market position.
Strategy-Making concerns HOW to Achieve desired strategic & financial objectives. Out-compete rivals & win a competitive advantage. Respond to changing industry & competitive conditions. Defend against threats to firm's well-being Grow the business.
How to satisfy customers. How to grow the business. How to respond to changing industry & market conditions. How to best capitalise on new opportunities. How to manage each functional piece of business. How to achieve strategic & financial objectives.
Strategy-Making is entrepreneurial
Risk-taking & Venturesome. Innovation and business creativity. Keen eye for spotting market opportunities. Choosing among best alternatives.
[Contd]
[Contd...]
A great strategy is good enough to overpower rivals & flexible enough to overcome obstacles.
Implementing Strategy
Most important FITS are between strategy AND
Organisational capabilities. Reward structure. Internal support systems. Organisational culture.
Strategy Implementation
Strategy implementation is an internal, operations-driven activity involving organising, budgeting, motivating, culture-building, supervising, and leading to "make the strategy work" as intended!
Times & conditions change. Events unfold. Better ways to do things become evident. New managers with different ideas take over .
[Contd...]
Evaluating Performance
Corrective adjustments can entail
Altering firms long-term direction. Raising or lowering performance objectives. Modifying the strategy. Improving strategy execution.
Conclusion
Good strategy and good strategy execution are the most trustworthy
Bibliography
Strategic Management Thompson & Strickland Tata McGraw Hill Edition, New Delhi. Strategic Management by M J Ryall & Philip Sadler. Strategic Management An Analytical Introduction by Luffman.
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