Lecture 2 the 3 strategy making tasks
description
Transcript of Lecture 2 the 3 strategy making tasks
The 3 strategy making tasks
Vision/MissionObjectives
Strategic choice
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outline
• Developing a Strategic Vision & Mission
• Establishing Financial & Strategic Objectives
• Crafting a Strategy • Factors Shaping a Company's
Strategy • Tests of a Winning Strategy
1st Direction setting taskDeveloping a vision and mission
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Developing a Vision and Mission
• Forming a VISION involves– UNDERSTANDING what business firm
is in – COMMUNICATING vision and mission
in clear & inspiring ways – DECIDING when to alter firm’s
strategic course & change mission
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Examples of Strategic vision
• Jet Airways
Jet Airways will be the most preferred airline in the world.
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Examples of Strategic vision
• Jet Airways
It will be the automatic first choice carrier for the traveling public and set standards, which
other competing airlines will seek to match.
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Examples of Strategic vision
• Jet Airways
Jet Airways will achieve this pre-eminent position by offering a
high quality of service and reliable, comfortable and
efficient operations.
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Examples of Strategic vision
•Jet Airways
Jet Airways will be an airline which is going to upgrade
the concept of airline travel - be a world class airline.
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Examples of Strategic vision
• Jet Airways
Jet Airways will achieve these objectives whilst simultaneously ensuring consistent profitability,
achieving healthy, long term returns for the investors and
providing its employees with an environment for excellence and
growth.
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Defining the firms business
• Three factors to consider– WHAT - Needs being satisfied – WHO - is being satisfied (Customer)– HOW - these needs are getting
satisfied• Processes used & functions performed
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Defining the firms business
• Looking OUTWARD at customer needs makes the business definition – CUSTOMER-DRIVEN – MARKET-DRIVEN
• Looking INWARD at technologies & functions indicates scope of firm’s operations – SPECIALIZED – FULLY INTEGRATED – PARTIALLY INTEGRATED
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Examples of Business Definitions
• POLAROID Perfecting and marketing instant
photography to satisfy the needs of more affluent U.S. and West European families for affection, friendship, fond
memories, and humor.• McDONALD’S
Serving a limited menu of hot, tasty food quickly in a clean, friendly restaurant for a good value to a
broad base of fast-food customers worldwide.
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Broad or narrow mission statements
• A well-crafted mission statement – Must be narrow enough to specify real arena
of interest – Serve as boundary for what to do & not do – Serve as beacon of where top management
intends to take firm
• Overly broad mission statements provide no practical guidance in strategy-making --
• Diversified companies have broader business definitions than single business enterprises
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Mission Statement of a diversified Company
• ICICIAt ICICI , we are determined not just to compete but to advance, building our
market share by offering individuals and institutions the broadest possible range of
products and services. Apart from insurance, ICICI encompasses banking products, full brokerage services and
institutional investment, to cite only a few of our diversified activities. We believe
these new directions constitute the right moves . . . the steps that will drive our
growth throughout the remainder of this century.
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Changing the Mission
• Knowing when events require revising mission to avoid– Getting trapped in a stagnant core
business or – Letting new growth opportunities slip away
• Good strategy-makers are alert to – Shifting customer wants & needs – Emerging technological capabilities – Changing international trade conditions – Signs of growing or shrinking opportunities
2nd Direction setting taskEstablishing Objectives
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Establishing Objectives
• Objectives – Represent managerial commitment to
achieve SPECIFIC & MEASURABLE PERFORMANCE TARGETS by a certain time
– Spell-out HOW MUCH of WHAT KIND of performance BY WHEN
– Direct attention & energy to WHAT NEEDS TO BE ACCOMPLISHED
Establishing objectives converts firm’s mission into concrete performance
outcomes!
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What kind of objectives to set
• FINANCIAL OBJECTIVES – Relate to firm’s financial performance – Acceptable financial performance is
critical to firm’s survival• STRATEGIC OBJECTIVES
– Relate to firm’s competitiveness & market position
– Tend to be competitor focused – Acceptable strategic performance is
essential for long-term competitive success
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Example: Objectives• Citigroup
To attain 1 billion customers worldwide
• Motorola– Self funding revenue growth of 15% annually– An average return on assets of 13 to 15 %– An average return on share holders equity investment
of 16 to 18 %– A strong balance sheet
• Federal ExpressTo continue global expansion by providing service to additional countries, increasing
number of flight destinations, expanding fleet of aircraft, adding new hubs, adding U.S.
distribution gateways, and merging dissimilar networks.
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3 rules for setting objectives
1. Spell out in QUANTIFIABLE or MEASURABLE terms
2. Specify DEADLINE for achievement3. Be CHALLENGING but ACHIEVABLE
3rd Direction setting taskCrafting a Strategy
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Crafting a strategy
• Strategy-Making is all about HOW to – Reach performance targets – Out-compete rivals – Achieve sustainable competitive
advantage – Maneuver through threatening
environments – Capture market opportunities – Strengthen firm’s long-term competitive
position – Make the strategic vision a reality
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Characteristics of strategy making
• ACTION ORIENTED, concerning
WWW– WHAT to do
– WHEN to do it
– WHO should be involved
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Characteristics of strategy making
• EVOLVES over time, responding to – Dynamics of competition – Changing customer needs & expectations – Changes in costs – New regulations & changes in trade
barriers – Other opportunities & threats
• NEVERENDING, resulting in firm’s actual strategy being a blend of its– INTENDED or PLANNED strategy – AS-NEEDED REACTIONS to new
developments and unforeseen conditions
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Factors shaping choice of company strategy
• External– Societal, political, regulatory, citizenship
considerations – Industry attractiveness & competitive
conditions – Specific company opportunities & threats
• Internal– Company strengths & weaknesses – Personal ambitions, business philosophies, &
ethical principles of key executives – Influence of shared values & company culture
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Tests of winning strategies
• GOODNESS OF FIT TEST – How well is strategy matched to firm’s
situation?
• COMPETITIVE ADVANTAGE TEST – Does strategy lead to sustainable
competitive advantage?
• PERFORMANCE TEST – Does strategy boost firm performance?