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Strategic Survillance.

Special Alert Control.

Introduction
Strategic control is an essential step in strategic
mgt. Strategic Evolution and control is the
process of determining the effectiveness of on
executed strategy in achieving the desired
goals and objectives , and taking
corrective action whenever required.

Meaning of control

Control consist of making something happen


the way it was planned to happen.

Definition
Control consist in verifying
whether
everything occurs
conformity with plan
adopted the instructions issued & principles
established.

The four
four basic
basic type
type of
of strategic
strategic control
control are:
are:
The

Premise control
control
Premise

Implementation
Implementation
control
control

Strategic
Strategic
surveillance
surveillance

Special alert
alert
Special
control
control

Strategic Surveillance
By their nature, premise control
and
implementation control are focused control.

The third type of strategic


control, strategic
surveillance, is designed to monitor a broad
range of events and outside the company
that are likely to threaten the course of the
firms strategy.

The basic idea behind strategic surveillance is


that some form of general monitoring of multiple
information sources should be encouraged, with
the specific intent being the opportunity
to uncover important yet unanticipated
information.
Strategic surveillance must be kept unfocused
as much as possible and should be designed
as a loose environmental-scanning activity.

Trade magazines, The Wall Street Journal, trade


conferences, conversations, and intended
and unintended observations are all
sources of strategic surveillance.
While strategic surveillance is loose, its important
purpose is to provide an ongoing, broad
based vigilance in all daily operations so
as to information that may prove relevant to
the firms strategy.

Special Alert Control


Another type of strategic control, really a subset
of the other three, is special alert control.
A special alert control is the need to thoroughly,
and often rapidly, reconsider the firms basic strategy
based on a sudden, unexpected event.

A political coup in the Middle East, an outside firm


suddenly acquiring a leading competitor, an
unexpected product difficulty like Tylenols
experience with poisoned capsules --- all of
there represent sudden changes that can
drastically alter the companys strategy.

Such an occurrence
should trigger an
immediate and intense reassessment of the
companys strategy and its current strategic
situation.
Many firms have developed crisis teams to handle
initial response and coordination when faced
with unforeseen occurrences that may
have an immediate effect on the firms
strategy.

OVERVIEW OF FOUR TYPES OF


STRATEGIC CONTROL
Basic characteristics

Premise
control

Implement
ation
control

Strategic
surveillance

Special alerts

Objectives of controls

Planning
premises and
projection

Strategic
thrusts and
milestones

Potential
threats and
opportunities
related the
strategy

Occurrence of
recognizable but
unlikely events

Degree of focusing

High

High

Low

High

Formalization

Medium

High

Low

High

Centralization

Low

Medium

Low

High

Environmental Factors

Yes

Seldom

Yes

Yes

Industry factors

Yes

Seldom

Yes

Yes

Strategy-specific factors

No

Yes

Seldom

Yes

Company-specific factors

No

Yes

Seldom

Seldom

Data acquisition

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