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! Where is the business trying to get to in the long-
long-term?
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! Which markets should the business compete in and what
types of activities are involved in such markets?
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! Œow can the business perform better than the
competition in those markets? ( 
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! What resources (skills, assets, finance, relationships,
technical competence, and facilities) are required in order
to be able to compete? ( 
(  ))
! What external environmental factors affect the
businesses¶ ability to compete? ((   ) )
! What are the values and expectations of those who have
power in and around the business? (   
(   
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V strategy is a unified, comprehensive and


integrated  that relates the strategic
advantages of the firm to the challenges of the
environment and that is designed  
      
 through proper execution by the
organisation.¶

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Vhat  which specifies for a


business a    that is
designed    
 in the light of all major
external and internal factors, present and
future.¶

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|trategic Process

‡ |trategic Goals ‡ What is our mission ?


‡ |trategic nalysis ‡ What is happening to our
business ?
‡ |trategic Choice ‡ What do we do about it ?

‡ |trategic ‡ Œow do we do it ?
Implementation
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|trategy Development
Core Competence Knowledge
Generic |trategy |trategic Direction

Feasability

   |trategy
|trategy Evaluation
Competitive Learning
Environment |uitability

cceptability

Ô  
Resources
Competencies
ctivities
Culture
|trategic Change
|tructure
Products and Implementation
Resource llocation
Cultural, structural, systemic
Competence Building
Change and leadership
Functional |trategies
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Ôissions, Goals & Objectives


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Xhe moral obligation of business is
to increase its profits´

- Ôilton Friedman
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PREDIC BILI

Œigh Low

Low B
Few Problems Unpredictable but
Ôanageable
POWER
C D
Powerful but Greatest Danger or
Œigh Predictable Opportunities
|takeholder Ôapping -
Power/Interest Ôatrix

LEVEL OF INERE|
Low Œigh

Low B
Ôinimal Effort Keep Informed
POWER
C D
Keep |atisfied Key Players
Œigh
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Ôission |tatement

|trategy Formulation
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Customer Groups Customer Needs

Who is being What is being


satisfied ? satisfied ?

Definition of
the Business

Œow are Customer Needs


being |atisfied ?

Distinctive Competencies
BÔW Group worldwide mission statement is:
©      
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©ÔcDonald's vision is to be the world's best quick service


restaurant experience. Being the best means providing outstanding
quality, service, cleanliness and value, so that we make every
customer in every restaurant smile. o achieve our vision, we are
focused on three worldwide strategies:
Be the best employer for our people in each community around
the world,
Deliver operational excellence to our customers in each of our
restaurants, and
chieve enduring profitable growth by expanding the brand and
leveraging the strengths of the ÔcDonald's system through
innovation and technology.©
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