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Dr. Nazrul Islam
Professor
East West University
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ánika Murtaza Khan
ID: 2009-1-10-298
Sumaiya Golam
ID: 2010-2-13-072
Rahmi Karim Maliha
ID: 2010-2-10-280
Md. Fazle Rabbi Chowdhury
ID: 2010-2-10-066
 

  



  



 


  
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Managers struggle to translate corporate strategy into what they
should actually be doing. How can that challenge be addressed?
Through strategy briefing, a Õ
approach to planning that
originated with the military. It provides a way for managers and
their reports to move together from confusion around a complex
set of goals and measures to clarity around just which objectives
each person needs to focus on and when.
m

1. State Your Intent
2. Try ágain ² This Time in Context
3. Set Yours Measures
4. Define the Tasks Implied By Your Intent
5. Define the Boundaries
1. State Your Intent
 State your Intent

Joe was asked to set up low cost R&D

center in ásia.

The Idea was to wipe out cheaper rivals.

Took six months to prepare the project.

The project lacked a distinct purpose.

 State your Intent (Cont·d)

The strategy was not clear.

Too many goals all together makes it

confusing.

Recession, high competition, falling revenue,

dissatisfied customers etc problems.
State your Intent (Cont·d)

Wrote down Task and Purpose to
make it easier to understand.

Came out with a Task: To build a new
development facility.

Purpose:To reduce cost.
State your Intent (Cont·d)

Lack of new product development
caused:

· 10% declining revenue per year.

· Loosing market share.
· Cost base is 30% too high.
· Customer satisfaction falling.
State your Intent (Cont·d)


 To significantly reduce time to market for

development, enhancement, and support of high quality
products to our customers in a cost-effective manner.

  In order to help aggressively grow our revenues

and increase our margins.
2. Try ágain ² This Time in Context
Four Observations

The company·s market share is being eroded by

competitors under some of the most difficult trading
conditions in our history.

The loss of share must be halted, or we will have no

basis for future growth.

Customer service is the key to halting this decline, but

with the existing product line, it·s impossible to deliver
outstanding service at acceptable margins.

With the current loss of accounts, every day that passes

makes recovery more difficult.
3. Set Yours Measures
Focused Three Goals
1. Deliver agreed product set by year-end and on
budget.
2. See that total market share in ásia at the end
of the year equals the share at the beginning
of the year.
3. Reduce operating costs for development in
the region by 20%.
4. Define the Tasks Implied By Your
Intent
Joe·s group were involved in 3 types of activity

1. Growing an offshore facility

2. Improving costs & efficiency
3. Working on various initiatives related to moral &
customer service
Four Main Tasks Implied by the Intent

Identifying the critical products

áccelerate development of those

products.

Create enhancements to existing

products faster and provide more-
responsive product support.

Reduce cost.
5. Define the Boundaries
Potential Objectives

Time

Cost

Quality
Two constraints
1. Product Cost- requirements set by budget and competitive
benchmarks
2. Product Quality- to be defined with reference to customer
needs and the service organization.
Two more constraints
3. The requirement to reduce the number of development centers-
to be agreed on with the head of ásia.
4. Product obsolescence program- to be agreed on with global
product management.
One question
5. Who has final decision on new-product development projects?
Conclusion
THáNK YOU