Strategy

 Strategy is the direction and scope of an organisation over the long term, which achieves
advantage in a changing environment through its configuration of resources and
competences with the aim of fulfilling stakeholder expectations.

Characteristics of Strategic Decisions

 Long-term direction

 Scope of an organization’s activities

 Competitive advantage

 Strategic fit with business environment

 Organization resources and competences

 Values and expectations of power players

Level of business strategy

1. Cooperate level strategy

2. Business level strategy
3. Operational strategy

Operational strategy:

Companies and organisations making products and delivering, be it for profit or not for profit rely on a
handful of processes to get their products manufactured properly and delivered on time. Each of the
process acts as an operation for the company. To the company this is essential. That is why
managers find operations management more appealing. We begin this section by looking at what
operations actually are.

Business level strategy

Is concern about how to compete successfully in particular markets? It includes best value services,
price strategy, innovation and differentiation and better quality.

Co-operate level strategy

Concerned with overall purpose of the organisation and how value will be added to different
business unites

Examples: diversity of products and services, resources, process and business units.