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CH 3 Stra Intent
CH 3 Stra Intent
Chapter - 3
Strategic Intent and Environmental Scanning
Introduction:
“To know what a business is, we have to start with its purpose.
Its purpose must lie outside of the business itself. For in fact, it
must lie in society since business enterprise is an organ of
society. There is only one valid definition of business purpose
to create a customer”- Peter Drucker.
When the stakeholders busy with some sorts of activities that return socio economic
benefits and fulfill the needs of individual, the society and community, called
Business.
In a path Breaking analysis, Derek Abell define business along with 3 dimensions:
• Customer Groups
• Customer Functions and
• Alternative Technologies
Customer groups relate to ‘who’ is being satisfied, customer
needs describe ‘what’ is being satisfied, and alternative
technologies means ‘how’ the need is being satisfied.
Three Dimensions for defining a Business
CUSTOMER FUNCTIONS
CUSTOMER ALTERNATIVE
GROUPS TECHNOLOGIES
Applying Abell’s 3 dimensional models to the illustration of
time keeping business, we could identify the 3 dimensions
as follows:
IOC’S Vision:
“Indian oil aims to achieve international standards
of excellence in all aspects of energy and diversified
business with focus on customer delight through
quality products and services “.
IOC’S Mission:
‘Maintaining national leadership in oil refining,
marketing, and pipeline transportation’.
IOC’S Objectives:
“Focusing on cost, quality, customer care, value
addition and risk management”.
Global Leadership
Vision Mission
• A dream of an • Essential purpose of
entrepreneur / the organization
Promoter • Concerning
• An ultimate goal or particularly why it is
destiny inexistence
• A guide map for • The nature of the
distance future business (es) it is in,
• A mantra that • The customers it
inspiring and seeks to serve and
exhilarating the satisfy - Thompson
entire organization 1997
While the essence of vision is a forward-looking
view of what an organization wishes to becomes,
mission is what an organization is and why it’s
exists.
F Vision A
Concept and
O C
Commitment
M H
U Mission I
L E
Result A Objectives V
T E
I M
O Goals E
N N
Action / Strategies T
Targets S
Conclusion: