MODULE 2

22- Strategic Intent

 Organizations must define “what they want to do” and “why they want to do this”. This “why
they want to do” underlies the end result that is likely to be achieved through “what they want
to do”. This end result is referred to as “strategic intent”.
 strategic intent may be defined as the plan of action (mission, vision and goal) which is
developed by the organization intended to achieve future’s goal.
 This has three attributes sense of direction, sense of discovery, sense of destiny.
a. Sense of Direction:
To define the strategic intent with clarity, it is important to have a long term sense of view about the
future markets and consumers
b. Sense of Discovery:
Once the sense of direction is clear, it is important that the company’s strategic intent should retain a
sense of discovery and excitement about the future.
c. Sense of Destiny:
Further it is important to understand that strategic intent also has an emotional edge to it.

23- Hierarchy of Strategic Intent

To ensure that the organization is able to realize its strategic Intent, this concept has a hierarchy and it
includes:
 organizational vision
 mission
 objectives
 goals
 plan

24- Vision:
 In simple words we can say that a vision of an organization tells that where organization want
to reach in future.
 It is defined as a long term goal of the organization in which organization is intended to
achieve in future.
 Vision of the organization is developed before starting the business.
 Therefore, it aligns every employee’s work with the organizational long term goal.

25- vision statement

A vision statement of the organization is in written format. Vision statement of an organization
should be inspiring and provide a base to frame strategy for achieving the ultimate vision of the
organization.
When developing a vision statement, it should be seen that the following questions are answered:
 What do we want to do going forward?
 When do we want to do it?
 How do we want to do it?
Example: NTPC is “To be the world’s largest and best power producer, powering India’s growth.”
26- Characteristics of Vision statement
An effective vision statement should be compelling and meaningful for the employees working in an
organization.
 Future Focused
 Clarity
 Relevant
 Challenging
 Inspirational

27- Vision Formulation

there are two major components of establishing an effective vision statement.

1- core ideology
 core values
 core purpose.
2- envisioned future.
 BHAG (Big, Hairy, Audacious Goals)
 vivid description

28- Mission
Mission is fundamental unique purpose that sets a business apart from other firms. it gives the answer
of why organization exists and also defines the path to achieve vision of an organization.

29- Mission statement

Mission statement is written process that communicates why organization exists. For example, what
my business is and does? The mission statement tries to answer the following questions:
 What do we do today?
 For whom do we do it?
 What is the benefit?

30- Characteristics of a Mission Statement

 Simple
 Be Specific
 Be Realistic
 Strategic Positioning
 Relevant to Stakeholders
 Long Term Orientation
31- Difference between Vision and mission
32- Goals:
Goals denote what an organization hopes to accomplish in a future period of time. These are tactical
objectives that organization’s management defines to outline predictable future outcomes and guide
employees' efforts. For example, what will get my business there?

33- Objectives:
Objectives are the end state specifically how the goals shall be achieved. Objectives of the
organization are short-term and medium-term goals that an organization seeks to accomplish.

34- differentiate between goals and objectives

Example: can help to understand how goals and objectives can be setup

35- Strategic intent process

1- Define strategic intent
2- Identifying challenging situations
3- Implementation of strategic intent

36- Importance of Strategic Intent:

Having a clear and well defined strategic intent is important because of the following reasons. These
include:
 Achieve clarity of purpose among all managers and employees.
 Project a sense of worth and intent to all the stakeholders.
 Helps in Optimum utilization and allocation of the resources.
 Good Vision is always a source of inspiration to the employees.
 Brings in role clarity among employees.
 Fosters long term thinking approach among the employees.
 Reduces the chances of conflict.
 Fosters risk taking and experimentation among the employees.
 Makes the organization competitive, original and unique.
 Promotes logical implementations of the plans.
 Resolve divergent views among the managers.
37- Characteristics of the Strategic Intent
establishing a clear strategic intent is critical for the long term success of the organization. Some of the
characteristics of strategic intent include:

 It starts from reality to be

 It implies intentionality and drive
 Establishing BHAG – “Big, Hairy, Audacious Goal”
 A BHAG engages people and requires little or no explanation. It acts as a unifying focal point of
effort and acting as a catalyst for team spirit.
 Strategic Intent promotes creativity and calls for an out of box thinking so that an effective
strategic intent is established.
 Strategic Intent promotes risk taking as they don’t restrict their thought to past and present but
brainstorm and also interested to try something new for their business.

1- Personal vision statement:

my vision and career plan is to become minister of economy in Afghanistan in next 20 years, because I
love creating an environment that fosters satisfaction, growth and sustainable development in my
country and provide a comfortable life and job for my suffered people.

2- Mahatma Gandhi University Vision:

being Among the top 100 universities in the world, and at least among the top 10 universities in India
for the next 40 years. Acceptance of students at all levels of education (bachelor, master, Ph.D. and
etc..) from all countries of the world, including European countries. And provision of the best and
most intelligent students in India and all over the world.

3- SMBS (School of management and Business Studies) Vision.

to become a famous scientific brand in all over of Kerala and India. And a renowned management and
business school that delivers excellence in the Future of Work and develops leaders, managers, and
entrepreneurs for a future they can shape. And finally Creating a School of Management and business
with world-class capabilities.