Evolution of Strategic Management
Global considerations impact virtually all strategic decisions.
± Geographical boundaries no longer define the limits of our imaginations. ± The survival of businesses hinges on the perception of others about your business. ± The success of St. Mgt depends upon the manager¶s degree of understanding of competitors, markets, prices, suppliers, distributors, governments, creditors, shareholders, and consumers on worldwide basis.

Evolution of Strategic Management
Technological Changes Electronic Commerce (e-commerce) has become a vital St. Mgt tool.
± Companies getting competitive advantage by using internet for direct selling and comm. with suppliers, customers, creditors, partners/shareholders, clients and competitors dispersed globally. ± E- Commerce allows firms to sell products, advertise, purchase supplies bypassing intermediaries, track inventory, eliminate paperwork and share information. ± E-commerce is reducing expense, time, distance and space in doing business thus giving better customer service, greater efficiency improved product and higher profitability.

. ± It has transferred power from businesses to individuals . ± It promotes endless comparison shopping thus enabling consumers worldwide to band together to demand discounts. ± Buyers can get best price and service by quickly scanning hundreds of vendor offerings. friends neighbors etc.may lead to regulation on consumers in future.Evolution of Strategic Management Internet and PCs are changing our lifestyle the way we interact with our families.

e-Trade. ± Business to Business e-commerce is five time greater than consumer e-commerce. ± According to seventy four percent Americans in a survey.Evolution of Strategic Management Internet has changed the economics of business in every single industry worldwide. e-mail and e-toys have become integral part of everyday life worldwide. . e-commerce. ± Slogans and company¶s like e-Bay. the Internet will change society more than telephone and television combined.

. marketing. and computer information systems to achieve organizational objectives. ‡ The purpose of strategic management is to exploit and create new and different opportunities for tomorrow. production /operations. research and development.Strategic Management Definition The art and science of formulating implementing and evaluating cross-functional decisions that enable an organization to achieve it¶s objectives. finance/ accounting. ‡ It focuses on integrating management.

Strategic Management Process Strategic Management Process It is an objective. ± Strategy evaluation. systematic approach for making major decisions in an organization. ± Strategy formulation. establishing long term objectives. . identifying an organization¶s external opportunities and threats. logical. It attempts to organize qualitative and quantitative information in a way that allows effective decision making under uncertainty. Strategy Formulation Developing a vision and mission. generating alternative strategies and choosing particular strategy to pursue. Three stages of Strategic Management Process. determining internal strengths and weaknesses. ± Strategy implementation.

. ³ Our vision is to take care of your vision´ A vision statement of Atlanta Web Printers.Strategic Management Process Vision Statement What do we want to become? A vision statement of an eye clinic. The first choice is the best choice. and being the best is what Atlanta Web pledges to work hard at being ± every day. ³ To be the first choice in the printed communication business.

it is a declaration of an organization¶s ³ reason for being ³answering the pivotal question ³ what is our business´. .Strategic Management Process Mission Statement An enduring statement of purpose that distinguishes one organization from other similar enterprise. A clear mission statement is essential for effectively establishing objectives and formulating strategies. .

‡ Specify organization¶s purpose and then translate these into objectives in such a way that cost. Establish a general tone or organizational climate. time and performance parameters can be assessed and controlled. . for allocating organizational resources. or standard.Strategic Management Process Importance of Vision and Mission Statements ‡ ‡ ‡ ‡ Ensure unanimity of purpose within the organization. Facilitate the translation of objectives in to work structure involving the assignment of tasks to responsible elements in organization. Provide a basis.

social. technological or competitive trends. legal. political. demographic. environmental. They are largely beyond the control of a single organization-thus the word external. Firms to formulate strategies to take advantage of external opportunities and to avoid/reduce the impact of external threats. cultural.Strategic Management Process External Opportunities and Threats The trends and events that could significantly benefit or harm an organization in the future are referred to external opportunities and threats like economic. governmental. .

marketing. . ‡ Organizations strive to pursue strategies that capitalize on Internal strengths and eliminate internal weaknesses. production/ operations.Strategic Management Process Internal Strengths and weaknesses An organization¶s controllable activities that are performed especially well or poorly. ‡ They arise in the management. finance/accounting. research and development and management information system activities of a business.

‡ Survey method could be used to determine employee morale. ‡ Internal factors can be determined by computing ratios. ‡ Strengths and weaknesses can be determined relative to a firm¶s own objectives.Strategic Management Process ‡ Strengths and weaknesses are determined relative to competitors. advertising effectiveness and customer loyalty. measuring performance and comparing to past periods and industry averages. production efficiency. . ‡ Strengths and weaknesses can be determined by elements of being rather than performance.

measurable. reveal priorities. Objectives should be challenging. reasonable and clear.Strategic Management Process Long Term Objectives Specific results that an organization seeks to achieve in pursuing its basic mission during a period of more than one year. Objectives state direction. . create synergy. motivating and controlling activities. organizing. focus coordination and provide a basis for effective planning. aid in evaluation. consistent.

product development. acquisition. Business strategies may include geographic expansion. market penetration.oriented having multifunctional or multidivisional consequences for the organization.Strategic Management Process Strategy It is the means by which long-term objectives can be achieved. retrenchment. diversification. liquidation and joint venture. . Strategies are potential actions thus future.

Strategic Management Process Strategy formulation issues ‡ ‡ ‡ ‡ ‡ ‡ ‡ Deciding what new business to enter What businesses to close. . Whether to expand operations or diversify. Whether to enter international market. How to allocate resources. Whether to merge or form a joint venture How to avoid a hostile takeover.

It entails establishment of annual objectives. Redirecting marketing efforts. and allocate resources so that formulated strategies can be executed. motivate employees. Preparing budget. and Linking employee compensation to organizational performance .Strategic Management Process Strategy Implementation It is also called ³the action stage of strategic management´. devise policies. Developing and utilizing information systems. Developing a strategy-supporting culture Creating an effective organizational structure. Strategy Implementation includes.

requires good intuitive and analytical skills Strategy implementation . Strategy formulation ± positioning forces before the action Strategy implementation ± managing forces during the action Strategy formulation .Strategic Management Process Implementing Strategies Strategy implementation is different than strategy formulation.focuses on efficiency Strategy formulation ± primarily an intellectual process Strategy implementation ± primarily an operational process strategy formulation .requires special motivation and leadership skills .focuses on effectiveness Strategy implementation .

Strategic Management Process Strategy formulation . for profit or nonprofit organizations Strategy implementation .varies substantially among different types and sizes of organizations .requires coordination among many individuals Strategy formulation .requires coordination among a few individuals Strategy implementation .concepts and tools similar for small. large.

Three fundamental strategy evaluation activities are. ± Measuring performance. Strategy evaluation is necessary because success today is no guarantee of success tomorrow . All strategies are subject to future modifications because of persistent changes in the external and internal environment of an organization. ± Review external and internal environment factors which are bases for current strategies. ± Taking corrective actions.Strategic Management Process Strategy Evaluation It is the means for management to determine whether the strategy is working or otherwise.

The plan becomes obsolete when its one-time goals have been achieved. ± 3. ± 1. Determine the logical sequence of steps. ± 2. Establish and provide the sources necessary to complete each step. Divide the course of action into steps. To develop a program. Decide who will be responsible for each step. . Two common types of single-use plans are programs and projects. managers.Strategic Planning Types of Plans Single use plan A plan designed to fit one-time situation. ± 4. Program A complex single-use plan consisting of a set of interrelated actions aimed at achieving a one-time major goal.

Project A single-use plan that is narrower in scope than a program and aimed at achieving a specific one-time goal. and rules. Standing plans A plan for guiding management decisions and activities in situations that recur repeatedly. Bhasha Dam project in the national program of provision of electricity to the whole country. procedures.Strategic Planning -5. Projects integrate fewer activities and resources than programs and are often developed as subunits of programs. Prepare a schedule for implementation. for example. Three commonly used types of standing plans are policies. and ± 6. Gauge the time needed to finish each step.Policy ± a standing plan that provides broad guidelines for directing managerial activities in pursuit of organizational goals . .

± Rule ± a standing plan specifying the circumstances in which certain activities can or cannot be performed.Strategic Planning ± Procedure ± a standing plan encompassing a series of detailed steps to be followed in particular recurring situation. . Contingency Plans Alternative courses of actions to be followed if unforeseen environmental shifts occur.

3 years Operational Plans .1 year .5 years Tactical Plans .Strategic Planning Levels of Planning Strategic Tactical Operational General Time Period Considered for Plans Strategic Plans .

The Managerial Pyramid Mission Strategic Goals/ Plans (organization as a whole) Tactical Goals/ Plans (major divisions. functions) Operational Goals/ Plans (departments and units) .

Strategic Planning
Who Does the Planning?
Small businesses: ± Entrepreneurs do most of the planning. Large firms: ± Traditional: ‡ A central corporate planning group works with top management and each division to solicit, challenge, and refine the company¶s plan. ± Current: ‡ Planning is decentralized and includes the firms¶ product and divisional managers, aided by small headquarters advisory groups.

Strategic Planning
How to Develop a Plan
1. 2. 3. 4. 5. 6. Set an objective. Evaluate the situation. Determine the procedures. Set a timetable. Assign responsibility. Check the plan for feasibility and cost

Strategic Planning
1.Resources 2.Methods 3.Tasks 4.Sequence 5.Individuals 6.Location 7.Deadlines 8.Stop points 9.Measurement

Businesses show significant improvement in sales. High performing firms do systematic planning to prepare for future fluctuations in their external and internal environment.Strategic Planning Benefits of Strategic Planning Financial Benefits Organizations using strategic management concepts are more profitable and successful than those who do not. profitability and productivity. . These firms generally exhibit superior long-term financial performance relative to their industry.

Increased employee productivity. Strategic management enhances the problem-prevention capabilities of organizations because it promotes interaction among managers at all divisional and functional levels. Enhanced awareness of external threats An improved understanding of competitors¶ strategies. . Clear understanding of performance-reward relationships. Reduced resistance to change.Strategic Planning Nonfinancial Benefits Strategic management offers.

and provides a unifying framework.Strategic Planning Benefits of Strategic Planning Allows for identification. Directs decision making to support established objectives. avoiding piecemeal decision making. Provides a basis for clarifying individual responsibilities. . Facilitates managerial control through setting of standards for monitoring and measuring performance. Encourages forward thinking. Allows more effective allocation of time and resources to identified opportunities. Helps integrate the behavior of individuals into a total effort. Presents a framework for improved coordination and control of activities. Creates a framework for internal communication among personnel. prioritization and exploitation of opportunities.

Strategic Planning Reasons For No Strategic Planning By Firms Poor reward structure ± often fail to reward success but ready to punish for failure. Laziness ± may not want to put effort needed for planning. ( time spent on planning is investment). Waste of time ± see planning as waste of time since no marketable product is produced. Content with success ± they think no need to plan because things are fine as they stand. . Too Expensive ± culturally opposed to spending resources. Fire-fighting ± busy in crisis management and not finding time to plan.

no risk of failure. or privilege through effectively using old system. cumbersome. Self-interest ± when some one has achieved status. Honest difference of opinion ± sincerely believe the plan is wrong as they are watching the situation from different viewpoing. they may rely less on formal planning. Planning. . like anything else. can also be done badly. Fear of Unknown ± uncertain of abilities to learn new skills. However whenever something worthwhile is attempted. he/she sees anew plan as threat. being overconfident or overestimating experience can bring failure Prior bad experience ± plans have been long. However. impractical.Strategic Planning Fear of failure ± not doing anything. Overconfidence ± as individuals amass experience. there is some risk of failure. or inflexible. of aptitude with new system or of their ability to take on new roles.

According to Hansen and Smith. . Strategic planning involves ³choices that risk resources´ and ³tradeoffs that sacrifice opportunity´. you cant follow a combination strategy for too long.Types of Strategies Integration Strategies Intensive Strategies Diversification Strategies Defensive Strategies Michael Porter¶s Generic Strategies Strategy is choosing among the alternatives.

costs and opportunities are spread across many individuals. ± Franchising . retail outlets . ± Establishing websites to sell products directly to consumers. ± Opening company¶s stores..Types of Strategies Integration Strategies Forward integration Backwind integration Horizontal integration Forward Integration Gaining ownership or increased control over distributors or retailers by.

When the industry is growing and expected to continue growing. organizations can increase the predictability of the demand through forward integration. Availability of quality distributors is limited. . When profit margins for distributors or retailers are high. Advantages of stable productions are high. unreliable or incapable of meeting the firms distribution needs.Types of Strategies Situations when forward integration may be an effective strategy. Organizations present distributors are expensive. however. When organization has both the capital and human resources. forward integration reduces organization¶s ability to diversify if it¶s basic industry falters. firms having forward integration are availing competitive advantage.

. Firms increasingly use websites on backward integration opportunities. too costly or cannot meet firm¶s requirements Firms having global sources of supply opt for deintegration.Types of Strategies Backward Integration A strategy of seeking ownership or increased control of a firm¶s suppliers particularly in situations when firm¶s suppliers are unreliable. Global competition is prompting firm¶s to reduce number of suppliers and to demand higher level of service and quality from selected ones.

when the number of suppliers is small and the number of competitors is large. unreliable. When an organization has both capital and human resources to manage the new business of supplying its own raw material. .Types of Strategies Situations when backward integration may be an effective strategy When present suppliers are expensive. or incapable of meeting the firms needs. When an organization competes in an industry that is growing rapidly.

. When present supplies have high profit margin. When an organization needs to acquire a needed resource quickly.Types of Strategies Situations when backward integration may be an effective strategy (contd) When the advantages of stable prices are particularly important. as organization can stabilize the cost of its raw materials and associated products through backward integration. tempting to invest into the venture.

. Mergers between direct competitors create efficiencies because of potential for eliminating duplicate facilities. acquisitions and takeovers among competitors allow for increased economies of scale and enhanced transfer of resources and competencies. Mergers.Types of Strategies Horizontal Integration A strategy of seeking ownership of or increased control over a firm¶s competitors. It is increasingly being used by the firms as growth strategy.

Types of Strategies Situations when horizontal integration may be an effective strategy When an organization can gain a monopolistic characteristics without being challenged by the law (SECP). When increased economies of scale provide major competitive advantage. When the firm has the necessary resources of capital and human talent to manage the expanded organization. when a firm competes in a growing industry.( not if competitors are doing poorly. . when competitors are faltering due to lack of managerial expertise or a need for particular resources that an organization possesses. and overall industry sales are declining.

Market penetrations includes increasing number of salespersons. publicity efforts or offering extensive sales promotion items. Market Penetration Market Development Product Development Market Penetration This strategy seeks to increase market share for present product or services in present markets through greater marketing efforts. advertising expenditure.Types of Strategies Intensive Strategies Requires intensive effort from the firm to improve it¶s competitive position with existing products. .

The correlation between dollar sales and dollar marketing expenditure has been high. Increased economies of scale provide major competitive advantage. .Types of Strategies Situations when market penetration may be an effective strategy Current markets are not saturated with a particular product or service. The usage rate of present customers could be increased significantly. Market shares of major competitors have been declining while total industry sales have been increasing.

Organization is very successful at what it does. Organization has the necessary resources to expand operations. Organization has excess production capacity. Situations when market development may be an effective strategy New. inexpensive and good quality channels of distribution are available. . New untapped or unsaturated markets exist. reliable.Types of Strategies Market Development It involves introducing present products or services into new geographic areas. Organization¶s basic industry is becoming global.

It normally entails large R & D expenditure. Organization competes in an industry that is characterized by rapid technological development. Situations when Product development may be an effective strategy Organization¶s successful product has reached the maturity stage and organization wants its customers to try it¶s new or improved product. .Types of Strategies Product Development A strategy that seeks increased sales by improving or modifying present products or services.

There are three types of diversification strategies. Organization has strong research and development capabilities Diversification Strategies Diversification strategy is followed to avoid dependence on any single industry. Organization competes in a high-growth industry. Concentric Diversification Acquiring new. but related. especially when the company is competing in an un attractive industry. Horizontal and conglomerate.Types of Strategies Major competitors offer better -quality products at comparable prices. . products or services. Concentric.

When an organization has strong management team. When new related products have seasonal sales levels that counterbalance a company¶s existing peaks and lows. . When adding new but related products would significantly enhance the sales of current products.Types of Strategies Situations when Concentric diversification may be an effective strategy When an organization competes in a no-growth/ slowgrowth industry. When new related products could be offered at highly competitive prices. When the company¶s products are in the declining stage of the product¶s life cycle.

Situation when Horizontal Diversifications may be an effective strategy. Revenue of the organization would increase significantly. unrelated products or services for present customers.Types of Strategies Horizontal Diversification Adding new. Organization competes in a highly competitive and / or a no growth industry yielding low returns and profit margins. Organization¶s present marketing channels can be used to market new products to current customers. The new product has countercyclical sales patterns compared to an organization¶s present products. .

Organization has the capital and managerial talent to successfully compete in a new industry. The existing markets for company¶s present products are saturated. unrelated products or services. There exists financial synergy between the acquired and acquiring firms. Organization has the opportunity to purchase unrelated business providing an attractive investment opportunity. . Antitrust action could be charged against an organization that has concentrated on a single industry. Organization¶s basic industry is experiencing decline in sales / profits.Types of Strategies Conglomerate Diversification Adding new. Situations when conglomerate diversification may be an effective strategy.

. . is designed to fortify an organization¶s basic distinctive competence.Types of Strategies Defensive Strategies Retrenchment. closing marginal businesses. Also called a turnaround or reorganization strategy. Retrenchment An organization regroups through cost and asset reduction to reverse declining sales and profits. allowing a firm to avoid major debt obligations and to void union contracts. Divestiture and Liquidation are defensive strategies. pruning product lines. reducing the number of employees and controlling expenses. automating processes. Entails selling off land and buildings to raise needed cash. closing obsolete factories. Bankruptcy can be an effective type of retrenchment strategy.

The organization is a weaker competitor in the industry. Organization has grown so large so quickly that major internal reorganization is needed. The organization¶s strategic managers have failed.Types of Strategies Situations when retrenchment may be an effective strategy. An organization has failed to meet it¶s objectives and goals repeatedly overtime. poor employee morale. could not capitalize on external opportunities. and pressure from stakeholders to improve performance. . minimize external threats. The organization is plagued by inefficiency. take advantage of internal strengths and overcome internal weaknesses overtime. low profitability.

Divestiture can be apart of an overall retrenchment strategy to rid an organization of businesses that are unprofitable.Types of Strategies Divestiture Selling a division or part of an organization. that require too much capital. . or that do not fit well with the firm¶s other activities. The strategy is used to raise capital for further strategic acquisition or investments.

A large amount of cash is required quickly and cannot be obtained from other sources. A division is responsible for an organization¶s overall poor performance. may be due to different markets. employees. Government antitrust action threatens an organization . A division needs more resources to be competitive than the company can provide. managers. A division is misfit with the rest of an organization.Types of Strategies Situations when Divestiture may be an effective strategy. The organization has pursued a retrenchment strategy but failed to accomplish needed improvements. values or needs. customers.

in parts. When stockholders of a firm can minimize their losses by selling the organization¶s assets. When only alternative left is bankruptcy. can be an emotionally difficult strategy. Liquidities is a recognition of defeat and therefore. It is better to cease operating than to continue loosing large sums of money.Types of Strategies Liquidation Selling all of a company¶s assets. than liquidation is the only way to orderly get max cash from firm¶s assets. Situations when liquidation may be an effective strategy to pursue. Organization has pursued both a retrenchment strategy and divestiture strategy and both have failed. . for their tangible worth is called liquidation.

Differentiation and focus. Differentiation strategy aims at producing unique products for relatively price sensitive consumers and focus means producing products & services to fulfill the needs of small groups of consumers. Large firms with greater resources compete on a cost leadership and or differentiation basis while small firms often compete on focus basis. control procedures and incentive systems. Cost leadership emphasis on producing standardized products at a very low per unit cost for price sensitive consumers. cost leadership.Types of Strategies Michael Porter¶s Generic Strategies. Strategies allow organizations to gain competitive advantage from three different bases. . These strategies imply different organizational arrangements.

Types of Strategies Cost Leadership Strategy Reason for forward. there is few ways of achieving product differentiation. buyer are not bothered about brands and there are large no. Perform cost-benefit analysis to evaluate ³sharing opportunities´ of resources and knowledge among firm¶s existing and potential business units. Pursue cost leadership in conjunction with differentiation. of buyers with significant bargaining power. . backward and horizontal integration is to gain cost leadership. It is an effective strategy in situations where customers are price sensitive.

rewards linked with cost containment. technology break through make strategy ineffective.Types of Strategies Implies high efficiency. lower overheads. limited perks. buyer¶s interest switching to other differentiating features beside price. . Competitors imitation of strategy may result in lowering overall Industry profits. intolerance of waste.

Will allow a firm to charge high price. . useful life.Types of Strategies Differentiation Strategy. Follow a strategy after careful study of buyers needs and preferences to determine and incorporation of one or more differentiations features. product performance. gain customer loyalty. engineering design. spare parts availability. Strategy requires strong coordination between R&D and marketing functions. gas mileage or ease of use. Special features could be superior service.

or on a particular product-line segments in order to serve a well defined but narrow market better than competitors who serve a broader market. Focus Strategies are most effective when. geographic market. ± Rival firms are not attempting to specialize in the same target market. ± Consumers have distinctive preferences or requirements. Market Penetration and Market Development strategies offer substantial focusing advantages.Types of Strategies Focus Strategies To concentrate on a particular group of customers. .

The possibility of many competitors recognizing the successful focus strategy and copying it. Risks of pursuing Focus Strategies.Types of Strategies Medium to large firms can pursue focus strategies only in conjunction with differentiation or cost leadership-based strategies. . The consumer preferences drifting towards the product attributes desired by the market as a whole.

.Types of Strategies Means For Achieving Strategies Joint Venture / Partnership It is a popular strategy when two or more companies form a temporary partnership or consortium for the purpose of capitalizing on some opportunity. ± Cross-licensing agreements. Other types of cooperative arrangements could be. ± Research and development partnerships. ± Cross-distribution agreements. The sponsoring firms normally form a separate organization with shared ownership.

The venture may begin to compete more with one of the partners than the other. .Managers who must collaborate daily in operating the venture are not involved in forming or shaping the venture. and ± Joint-bidding consortia. The venture may not be supported equally by both partners. Common Problems Leading To Failure Of Joint Ventures 1.Types of Strategies ± Cross-manufacturing agreements. 3. 2. if supported unequally. problems arise.

Acquisition. Friendly Merger . or vice versa.When a merger or acquisition is not desired by both parties.If the acquisition is desired by both firms.Types of Strategies Merger / Acquisition Merger ± When two organizations of about equal size unite to form one enterprise.when a large organization purchases (acquires) a smaller firm. . Takeover/Hostile Takeover .

Not all mergers are effective and successful ± about half produced negative returns to shareholders (Wall Street Journal studies) .Types of Strategies Forces driving Mergers/ Acquisitions Technological Change Excess capacity Inability to boost profits through price increases A depressed stock market Need to gain economies of scale Bargains galore as companies struggle and while stock prices are low.

To reduce tax obligations. To make better use of the existing sales force. products and creditors. To gain economies of scale To smooth out seasonal trends in sales. distributors. To gain access to new suppliers.Types of Strategies Reasons for Mergers and Acquisitions To provide improved capacity utilization. . To reduce managerial staff. To gain new technology. customers.

Types of Strategies
First Mover Advantages The benefits a firm may achieve by entering a new market or developing a new product or service prior to rival firm is known as first mover advantages. It may include;
± Securing access to rare resources. ± Gaining new knowledge of key factors of issues, and ± Carving out market share and a position that is easy to defend and costly for rival firms to overtake.

Risk associated being first mover ± unexpected and unanticipated problems and costs may occur being the first firm doing business in the new market.

Types of Strategies
According to research, first mover advantages tend to be greatest when competitors are roughly the same size and possess similar resources. Otherwise, larger competitors can wait while others make initial investments and mistakes, and then respond with greater effectiveness and resources Out Sourcing Business Process Outsourcing (BPO) involves companies taking over the functional operations, such as human resource, information systems, payroll, accounting, customer service, and even marketing of other firms.

Types of Strategies
Companies choose to outsource because; It is less expensive, It allows the firms to focus on its core business, and It enables the firm to provide better service. BPO is the means for achieving strategies that are similar to partnering and joint venture.

Within the external environment are the forces of the general environment or macro environment and the forces of the task environment or industry environment . The organizational environment consists of the internal environment and the external environment.Strategic Management Process The Organizational Environment All forces with potential to influence the organization and its performance is known as organizational environment.

THE ENVIRONMENT The macro-environment Industry Operating Envrnmt Internal Environment The organization Task Environment .

It is a tool used by corporations to avoid strategic surprise and to ensure long-term health . evaluate and disseminate information from external and internal environment to the management. Thus.Strategic Management Process Environmental Scanning Scan external environment to identify possible opportunities and threats. . Scan Internal environment to ascertain strengths and weaknesses Monitor.

The IO theorist argue that the industry in which a firm competes has stronger influence on the firm¶s performance than the internal functional decisions managers make in marketing.Strategic Management Process The Industrial Organization (IO) View According to IO approach. finance etc. IO perspective requires the firms to compete in attractive industries. Competitive advantage is determined largely by competitive positioning within and industry. and gain a full understanding of key external factors relationships within that industry. the external (industry) factors are more important than internal factors in a firm achieving competitive advantage. avoid weak or faltering industries. .

capabilities. Research findings suggest that approximately 20 percent of a firm¶s profitability can be explained by the industry. such as economies of scale. and level of competitiveness than on internal resources. whereas 36 percent of the profitability is attributed to the firm¶s internal factors. .Strategic Management Process Firm performance is primarily based more on industry properties. structures. barriers to market entry. and operations. However. product differentiation.

governmental and legal forces. Governments. Social. Stockholders. Organization¶s Operating Environment: Competitors. Political. Suppliers. Products. Creditors. Markets and Natural Environment. Labor Unions. cultural.Strategic Management Process Key External Forces: ± ± ± ± ± Economic forces. Distributors. Competitive forces. . Services. Communities. Customers. Managers. Special interest groups. Technological forces. Trade Associations. Employees. demographic and environmental forces.

External opportunities /threats enable organizations to develop clear missions and strategies to achieve their objectives. External forces directly effect both suppliers and distributors.Strategic Management Process The effects/influences of external environment on organizations operating environments give rise to opportunities and threats for the organization. ± The nature of positioning and market segmentation strategies. . ± The choice of businesses to acquire or sell. Changes in external forces is reflected into: ± Changes in consumer demand for both industrial and consumer products and services.

number of managers and employees. to identify key external factors which are. ± Important for achieving long-term and annual objectives. List of key external factors be communicated to all in the organization. Evaluate and assimilate the info. human resources and internet. Gather competitive intelligence about key external force¶s trends by using print/electronic media. ± Hierarchical effecting overall company and functional/ divisional areas. ± Applicable to all competing firms.Strategic Management Process Get the participation of max. ± Measurable. .

OPEC. stock prices. etc. Consumption patterns are effected by the relative affluence of various market segments-the firm to consider economic trends in the segments that affect its industry. Interest rates. . ± ± ± ± ± ± ± General availability of credit. Low/ high value of dollar Gross domestic product trend Right sizing/ downsizing or derecruiting Deregulation of Industries to restrain inflation Emergence of economic blocs/ organizations like EEC. NAFTA. The firm must consider.Strategic Management Process Economic Forces The Nature and direction of economy in which firm operates. The level of disposable income.

markets and customers and all sorts of organizations. and all industries are challenged by the opportunities and threats arising from these changes. demographic and environmental factors have impact on virtually all products. cultural. Cultural. Demographic and Environmental forces.Strategic Management Process Social. services. Changes in social. .

subsidizers. local and foreign governments are major regulators. Governmental and Legal Forces Federal. governmental and legal factors can represent key opportunities or threats for both small and large organizations. employers and customers of organizations. Companies have to pay heavy penalty in shape of expensive severance packages. rules for laying off employees .Strategic Management Process Political. Political. (Golden hand shake) under Govt. state.

special tariffs can affect firms significantly. .Strategic Management Process Political forecast is vital part of external audit for industries/ firms depending on Govt. or markets for their products. contracts. import duty on raw materials. companies relying only on domestic market may find it difficult to survive. subsidies. Changes in tax rates. Mass communication and high technology is creating similar patterns of consumption in diverse cultures world wide. Political forecasts is critical for multinational firms that depend on foreign countries for natural resources. facilities.

New positions of CIO and CTO are being introduced in companies to effectively capitalize on e-commerce. . erasing limitations of traditional geographical markets. altering economies of scale and changing entry barriers. It is changing the nature of opportunities and threats by altering the life cycle of products.Strategic Management Process Technological Forces Technological advances have brought revolution in business operations. increasing speed of distribution . Internet is saving companies billions of dollars in distribution and transaction from direct sales.

markets. customers. ± Render existing products and services obsolete. operations.Strategic Management Process Technological forces represent major opportunities and threats which should be taken care of while formulating strategies. ± Create shortage in technical skills. suppliers. ± Change values and expectations of employees. managers and customers. . ± Products. ± Change the relative cost position in an industry. services. ± Create new more powerful competitive advantage. manufacturing processes. distributors. ± Create shorter production runs. marketing practices and competitive position. Technological breakthroughs can dramatically affect.

Strategic Management Process Competitive Forces It is imperative in external audit to identify rival firms and determine their strengths. The most-successful purchases are in niches that add technology or a related market. not just in product but the whole company. ± People make a difference. objectives and strategies. threats. ± Innovate or evaporate. capabilities. ± Understanding and remembering precisely what is your business. tired of hearing it? Too bad. ± Acquisition is essential to growth. ± Bringing improvement. weaknesses. ± There is no substitute for quality and no greater threat than failing to be cost-effective on a global basis. Nothing quite recedes like success. . opportunities. Characteristics of a competitive firm. ± Market share.

Strategic Management Process Competitive Intelligence (CI) A systematic and ethical process for gathering and analyzing info about competitors activities and general business trends to further a business¶ own goals. Major competitor¶s weakness can represent external opportunity and major strength may represent key threat. . implementation and evaluation decisions. Benefits of corporate spying include increased revenues. Good competitive intelligence in business is one of the key to success. Competitive intelligence is equally applicable for strategy formulation. lower costs and better decision making.

Identify areas in which competitors are vulnerable and assess the impact strategic actions would have on competitors. Identify competitors potential moves that might endanger a firm¶s position in the market.Strategic Management Process Objectives of Competitive Intelligence (CI) To provide general understanding of an industry and its competitors. want ads. managers. and computer break-ins should not be used in CI. . Sources of CI Internet. customers. creditors. newspaper articles. online interviews with celebrities and government filings. suppliers. Cooperation Among Competitors Unethical tactics like bribery. trade journals. distributors. wiretapping. employees.

A widely used approach for developing strategies in many industries. According to Model. the nature of competitiveness in a given industry can be viewed as a composite of five forces. Bargaining Power of consumers. Potential development of substitute products.Strategic Management Process Industry Environment Competitive Analysis: Porter¶s Five-Forces Model. . ± ± ± ± ± Rivalry among competing firms. Potential entry of new competitors. Bargaining power of suppliers.

Michael Porter¶s Model POTENTIAL ENTRANTS Threat of new entrants INDUSTRY COMPETITORS Bargaining power of suppliers SUPPLIERS Bargaining power of customers CUSTOMS Rivalry Among Existing Firms Threat of substitute products or services SUBSTITUTES .

The intensity of rivalry increases. adding features. enhancing quality.Strategic Management Process Rivalry among Competing firms The most powerful of five Competitive forces. ± with the increase in number of competitors. ± By becoming more equal in size and capability. A successful strategy giving competitive advantage to a firm can be pursued by rival firms. . providing services. extending warranties or increasing advertising. Change in strategy by one firm may be met with retaliating countermoves like lowering of prices.

_ Consumers can switch brands easily. ± when product is perishable. . ± The industry becomes Inherently unattractive. ± Barriers to leaving the market are high. As rivalry among competing firms intensifies. ± When mergers and acquisitions are common in the industry. ± Industry¶s profits decline.Strategic Management Process -With decrease in demand of industry¶s products. ± When fixed costs are high.

strong brand preference. sophisticated technology and know how. Barriers to entry include. counterattack by entrenched firms or potential saturation of the market: . Economy of scale. possession of patents.Strategic Management Process Potential Entry of New Competitors Easy entry of a firm in an industry. regulatory policies. increases the intensity of competitiveness among the firms. undesirable locations. lack of access to raw materials. large capital requirement. strong customer loyalty. Govt.

± lower prices. . their strategies.Strategic Management Process New firms enter the industry with. ± Substantial market resources. plan counter attack if required and capitalize on existing strengths and weaknesses. ± High quality products. Strategist must identify new entrants.

Competitive strength of the substitute product could be measured by its market share. or aluminum can producer. competitive pressure arise when price of the substitute product decreases or consumer¶s switching cost decreases. Or the firms plane for increased capacity and market penetration. paperboard. .Strategic Management Process Potential Development of Substitute Products Firms are in close competition with producers of substitute products. Presence of substitute put ceiling on the price of a product. like plastic container producer competing with glass.

± There is large number of suppliers.Strategic Management Process Bargaining Power of Suppliers It affects the intensity of competition in industry when. ± When cost of switching raw materials is high. . Firms may pursue a backward integration strategy to gain control or ownership of suppliers. ± There are only few substitute raw materials. This strategy is effective when suppliers are unreliable. too costly or not capable of meeting a firm¶s demand on consistant bases.

Rival firms offer extended warranties or special services to gain consumer loyalty. Consumers can negotiate selling price. warranty coverage. ± Consumers are concentrated or large.Strategic Management Process Bargaining Power of Consumers Intensity of competition in an industry increases by the bargaining power of consumers if. . ± Products being purchased are standard or undifferentiated. and accessory packages. ± Buy in volume.

by writing opportunities first and than threats. . demographic. legal. cultural. and competitive information. ± i) List external factors identified in external audit (about 10 to 20 factors) including both opportunities and threats. environmental. governmental. social. The Matrix can be developed in five steps. political. technological.Strategic Management Process The External Factor Evaluation (EFE) Matrix The matrix allows the strategists to summarize and evaluate economic.

2 = the response is average. Appropriate weight can be determined by comparing successful with unsuccessful competitors or by discussing the factor and reaching a group consensus. .0. where. ± iii) Assign a rating of 1 to 4 to each key external factor to indicate how effectively the firm¶s current strategies respond to the factor. and 1 = the response is poor. 3 = the response is above average. The weight indicates the relative importance of that factor in success of the firm¶s industry. ‡ ‡ ‡ ‡ 4 = the response is superior.0 (very important).Strategic Management Process ± ii) Assign each factor a weight ranging from 0. The total of all weight assigned to the factors must be equal 1.0 (not important) to 1.

± iv) Multiply each factor¶s weight by its rating to determine a weighted score.0 and the lowest 1.0 indicates that the organization is responding in an outstanding way to existing opportunities and threats in its industry. The average total weighted score is 2.Strategic Management Process Ratings are based on effectiveness of the firm¶s strategies thus company-based. . The highest possible total weighted score for an organization is 4. or taking advantage of opportunities and minimizing effects of threats. ± v) Sum the weighted score for each variable to determine the total weighted score for the organization. The score of 4. whereas the weights in step 2 are industry based.0.5.

05 .05 .05 .15 .05 .V Increasing free cash flow Owns one mile on beach Strong management team Buffet at most facilities Long-range planning Reputation as family friendly Financial ratios Weight Rating Weighted Score .20 .15 .20 .15 .05 .15 .40 .05 4 4 3 4 3 3 4 3 3 .15 .10 .15 .Strategic Management Process A SAMPLE INTERNAL FACTOR EVALUATON MARTRIX Key Internal Factors Internal Strength Largest Casino in country Room Occupancy 95% in L.05 .60 .

10 .00 1 2 2 1 .05 .05 .Strategic Management Process Key Internal Factors Internal Weaknesses Most properties located in L. not high Recent loss of joint venture Total Weight Rating Weighted Score .75 .V Little diversification Family reputation.10 1.10 .05 .10 2.05 .

However. Critical success factors in a CPM include both internal and external issues. The weights and total weighted scores in both a CPM and EFE have the same meaning. ± 4 = major strength ± 3 = minor strength ± 2 = minor weakness ± 1 = major weakness . therefore the ratings refer to strengths and weaknesses. where.Strategic Management Process The Competitive Profile Matrix (CPM) The CPM identifies a firm¶s major competitors and its particular strengths and weaknesses in relation to a competitor firm¶s strategic position.

Strategic Management Process For example critical success factors for firms may include advertising. experience. . production capacity and efficiency. could be. breadth of product line. management. financial position customer loyalty. Other than critical success factors. global expansion and market share. proprietary or patent advantages. price competitiveness. technological advantages and e-commerce expertise. location of facilities. union relations. effectiveness of sales distribution. product quality.

Strategic Management Process Internal Environment Analysis The Importance of Internal Analysis Internal strengths/ weaknesses coupled with external opportunities/threats and a clear statement of mission. ± Strategy to place realistic requirements on the firm¶s resources. ± Strategy be consistent with conditions in competitive environment. provide the basis for establishing objectives and strategies. Three critical ingredients of a successful strategy. ± Strategy be carefully executed. Involvement of representatives of managers and employees from throughout the firm to determine firm¶s internal strengths and weaknesses .

and organizational resources. The organizational performance will primarily be determined by internal resources. Physical Resources Plant and equipment.Strategic Management Process The Resource-Based View (RBV) According to RBV approach. location. human resources. Three Basic Resources Physical resources. raw materials and machines. internal resources are more important for a firm than external factors in achieving and sustaining competitive advantage. which can be grouped into three categories. technology. .

trademarks. planning processes. intelligence. skills. and abilities Organizational Resources Firm structure. RBV theory asserts that sources are actually what helps a firm exploit opportunities and neutralize threat. accumulated experience within organization and so on. amount. type. and nature of a firm¶s internal resources first in devising strategies that can lead to sustainable competitive advantage. databases. patents. information systems.Strategic Management Process Human Resources All employees. . The firm must consider the mix. training. knowledge. experience. copyrights.

. either with greater efficiency in the processes or greater quality in the output or both. Finely developed capabilities can be a source of sustained competitive advantage. and processes that a company uses to transform inputs into outputs. They enable the firm to take the same input factors as rivals and convert them into products and services. Core Competence A capability or skill running through a firm¶s businesses and that once identified. nurtured and deployed throughout the firm. people. abilities and ways of combining assets.Strategic Management Process Organizational Abilities The skills. becomes the basis for lasting competitive advantage.

Easy to imitate.Strategic Management Process What Makes a Resource valuable? Competitive Superiority : Does the resource help fulfill a customer¶s needs better than those of the firm¶s competitors? Resource scarcity: Is the resource in short supply? Inimitability: Is the resource easily copied or acquired? Inimitability doesn¶t last for ever. ± Cash. competitors will match or better any resource sooner than later. ± Commodities. .

± Unique assets (mineral rights). . ± capacity ± Economy of scale Difficult to Imitate ± Brand loyalty. ± Unique locations. ± Employee Satisfaction.Strategic Management Process Can be imitated (but may not be). ± Reputation for fairness. ± Patents. Cannot be Imitated.

Involves identifying and evaluating firm¶s resources that possess strategic value and can provide basis for future competitive advantage.Based View in Internal Analysis.Strategic Management Process Durability: How rapidly will the resource depreciate? Substitutability: Are other alternatives available? Using Resource. .

Look at organizational processes and combinations of resources and not only at isolated assets or capabilities. Disaggregate resources: Break them into more specific competencies rather than stay with broad categorizations.Strategic Management Process Methods to identify resources with strategic value. Use value chain approach to identify capabilities. activities and processes having potential competitive advantage. Separating tangible and intangible assets as well as organizational capabilities can uncover value-building resources and activities. . Utilize a functional perspective.

Strategic Management Process Disaggregating a Restaurant¶s Customer Service Resource. window decorations ± Table layout ‡ Table materials . floor materials. color scheme. ± External Signs/ welcome Offering a delightful ambiance ± Floor design. Providing ease of access ± Parking (where appropriate). ‡ Theme. ± Door Positioning and style. ± Features/décor. ± Bar positioning.

. ± Marketing literature. ± Visible queuing system. ± Entertainment for queuers.Strategic Management Process Providing a Special welcome ± Host greeting ± Welcome drinks/ eats ± Menu introduction ± Table decoration Ensuing waiting time at the table is´ as expected´ and as enjoyable as possible.

Strategic Management Process Providing a customer with delightful service Developing a special relationship between waiter/ waitress and table ± Waiter selection ± waiter training/ development ‡ Personality training ‡ Assessing customers ‡ Handling disasters ‡ Coping with pressures. ± System of gaining waiter¶s attention . ‡ Menu training. ‡ Job experience Motivation awards. coaching process ‡ Discipline system. ‡ Daily Meetings.

± Kitchen queuing system ± Service standards Reducing the pain of paying the bill. . ± Size of Menu ± Material Menus made off ± Menu dishes ± Menu layout Providing speed of service appropriate to the occasion.Strategic Management Process Ensuring that Menu is fun to use and caters to the diners¶ needs.

symbols. Cultural products or dimensions include values. . beliefs. and feel. saga. stories. legends. language. thing. metaphors. rituals.Strategic Management Process Organizational Culture A pattern of behavior (that has been) developed by an organization as it learns to cope with its problem of external adaptation and internal integration. rites. This definition emphasizes the importance of matching external with internal factors in making strategic choices. and that has worked well enough to be considered valid and to be taught to new members as the correct way to perceive. ceremonies. and heroines. myths. heroes.

implementation. It must foster competence and enthusiasm among managers and employees . An organization¶s culture must support the collective commitment of its people to a common purpose. conservative. aggressive. The strategic management process takes place largely within a particular organization culture. and evaluation activities. liberal. open.Strategic Management Process These dimensions are levers that strategists can use to influence and direct strategy formulation. friendly. or likable. innovative. Every organization like an individual¶s personality have different cultures ± they could be warm. harsh.

implementation. If strategies can capitalize on cultural strengths. However. The challenge of strategic management is to bring about the changes in organizational culture and individual mindsets that are needed to support the formulation.Strategic Management Process Organizational culture significantly affects business decisions and thus must be evaluated during an internal strategic management audit. and evaluation of strategies. then management can implement changes swiftly. like strong work ethic or highly ethical beliefs. strategic changes may be ineffective or even counterproductive. If the firm¶s culture is not supportive. .

Ceremonial ± A system of several rites connected with a single occasion or event. carried out through social interactions. dramatic. but seldom produce intended.Strategic Management Process Cultural Products or Dimensions Rites .Relatively elaborate. planned sets of activities that consolidate various forms of cultural expressions into one event. technical consequences of practical importance. usually for the benefit of an audience. detail set of techniques and behaviors that manage anxieties. . Ritual ± A standardized. an unquestioned belief about the practical benefits of certain techniques and behaviors that is not supported by facts. usually used to explain origins or transformation of something. Myth ± A dramatic narrative of imagined events. Also.

sometimes a combination of truth and fiction. Symbol ± Any object. Legend ± A handed down narrative of some wonderful event that is based on history but has been blown up with fictional details. usually in heroic terms. event. act. or relation that serves as a vehicle for conveying meaning. Story ± A narrative based on true events. Language ± A particular form or manner in which members of a group use sounds and written signs to convey meanings to each other. usually by representing another thing.Strategic Management Process Saga ± A historical narrative describing the unique accomplishments of a group and its leaders. Folktale ± A completely fictional narrative. .

Belief ± An understanding of a particular phenomenon. Heroes/Heroines ± Individuals whom the organization has legitimized to model behavior for others.Strategic Management Process Metaphors ± Shorthand words used to capture a vision or to reinforce old or new values. Values .life-directing attitudes that serve as behavioral guidelines. .

staffing. Planning is an up-front investment in success. Planning enables a firm to gather the resources needed and carry out tasks in the most efficient way. and planning is the essential bridge between the present and the future that increases the likelihood of achieving the desired results. . organizing. and controlling. motivating. Planning The only thing certain about the future of any organization is change.Strategic Management Process Management The function of management are five basic activities. planning. Planning enables a firm to take into account relevant factors and focus on the critical ones.

when.Strategic Management Process Planning enables a firm to identify precisely what is to be achieved and to detail precisely the who. Planning helps ensure that the firm can be prepared for all reasonable eventualities and for all changes that will be needed. and how needed to achieve desired objectives. what. Successful organizations strive to control their own futures rather than merely react to external forces and events as they occur. where. . Strategic management can be viewed as a formal planning process that allows an organization to pursue proactive rather than reactive strategies. why.

Resources are allocated more effectively and used more efficiently in a well organized firm than in a disorganized firm. The organization function consist of three sequential activities.Strategic Management Process Organizing The purpose of organizing is to achieve coordinated efforts by defining tasks and authority relationship. ± Combining jobs to form departments ( departmentalization). . and ± Delegation authority. ± Breaking tasks down into jobs ( work specialization ). Organizing means determining who does what and who reports to whom.

Combining jobs to form departments results in an organizational structure. span of control. The most common forms of departmentalization are functional.Strategic Management Process Breaking tasks down into jobs require development of job description and job specification. . or merged. and chain of command. divisional. Changes in strategy often require changes in structure because positions may be created. and matrix. which lead to specialization and according to Adam Smith (Wealth of Nations published 1776) would lead to higher productivity. business unit. strategic. deleted.

and to be held accountable for results Delegation of authority is embedded in strategic management process. .Strategic Management Process Delegation authority is an important activity as evidenced in old saying ³ you can tell how good a manager is by observing how his/her department functions when he or she is not there´. Employees of today are more educated and capable of participation in organizational decision making. They expect to be delegated authority and responsibility.

Motivating .

Profitability. Objectives should be quantitative. Growth in sales. and obtainable. understandable. Market share. ± ± ± ± ± ± ± Growth in assets. Earning per share and Social responsibilities. hierarchical. challenging. . realistic. measurable. Objectives are commonly stated in terms of.Strategic Management Process Strategic Objectives Strategic objectives or long-term objectives represent the results expected from pursuing certain strategies. Degree and nature of diversification.

They provide basis for consistent decision making by managers whose values and attitudes differ. By making objectives through consensus. an organization can minimize potential conflicts later during implementation .Strategic Management Process Clearly stated objectives help stakeholders understand their role in an organization.

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Strategy Analysis And Choice
Identifying and evaluating alternative strategies should involve maximum number of managers and employees. All the participant should have the firm¶s external and internal audit information by their sides. The firm¶s external/internal audit, coupled with mission statement, will help participants to crystallize the particular strategy that could benefit the firm most. All the feasible alternate strategies be discussed and ranked in the order of attractiveness, like; ± 1. Should not be implemented.

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± 2. Possibly should be implemented. ± 3. Probably should be implemented. ± 4. Definitely should be implemented. The process will result in prioritized list of best strategies reflecting the collective wisdom of the group.

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but also to broader set of moral principles expected by all or by a segment of society.Internal Environment Analysis Business Ethics and Social Responsibility Ethics A system of behaviors. expectations and morals comprising standards of conduct for a population or profession. Unethical Behavior Conduct that is considered µwrong¶ or µbad¶ in the context of a moral code. Ethical Behavior Conduct that is considered µright¶ or µgood¶ in the context of a governing moral code. It conforms not only to the law. .

ethical principles. .Code Of Ethics A formal statement of the organization¶s values. Ethical Standard A guidelines governing moral conduct of a particular group. and ethical rules.