Professional Documents
Culture Documents
• Risk
– An investor’s uncertainty about the economic
gains or losses that will result from a particular
investment.
• Average & Above-average Returns
– Returns equal to or in excess of those an
investor expects to earn from other investments
with a similar amount of risk.
The epic story
• The Hare & the Tortoise
Why do you need a strategy?
Role of Opportunity?
Why do you need a Strategy?
Strategy Approach Opportunity Approach
• Known environment • Unknown environment
• Stable environment • Unstable environment
• Building on existing • Building on new
competencies, capabilities, competences, capabilities,
products, markets products, markets
• Need consolidation • Need rapid growth
• Need stability and • Need change, accept
certainty uncertainty
• Lack capacity for flexibility, • Established capacity for
corporate venturing, and flexibility, corporate
speed venturing, and speed
Are these strategies?
“Our strategy is to beat the competition on costs and reach.”
• that adds value for the targeted customers over the long
run by consistently meeting their needs better than the
competition does
• The trick is to have five answers that are consistent with one
another and actually reinforce one another.
The Competitive Strategy Process
Two generic models to run
successful businesses
Resource-Based Model
(Core Competency)
Formulation of a Strategy - process
• What is business doing now
– Identification of current strategy
– Implied assumtions (SWOT, competition & industry trends)
• The Environment
– Industry analysis (key factors of success)
– Competitor analysis (present & future, possible future moves)
– Societal analysis (Policy changes etc.)
– Strengths and Weaknesses (relative to present and future competitors
At Tata Steel
• Making the European operations competitive
• Quick completion of the expansion plans in India.
• Investment in raw material assets to provide better raw material
security especially to European operations.
• Vigorous pursuit of continuous improvement across operations.
Resources, Capabilities and Core Competencies
Discovering Core
Core Competencies Competencies
Core • Activities that a firm
Competencies performs especially
well compared to Four Criteria of
Capabilities competitors Sustainable
• Activities through Advantage
which the firm adds
Resources
•Tangible unique value to its
•Intangible goods or services • Valuable
over long time period • Rare
• Costly to imitate
• Nonsubstitutable
Resources
• Types of Resources
– Tangible resources
• Financial resources
• Physical resources (capital equipment)
• Technological resources
• Organizational resources
– Intangible resources
• Human resources (Skills of employees, talented
managers)
• Innovation resources
• Reputation resources (Brand names)
Classical approach
• Ends (Goals/Objectives/Mission etc.)
• Means (Policies/tactics etc.)
• Mission (statement)
– Expression of the business vision
– Communicates the firm's core ideology and visionary goals
– phrasing may change with the times, but the underlying
ideology remains constant
Goals, Policy, Objectives, Tactics, Paradigm
• While Goals are general intentions with broad outcomes that help to define
specific objectives (eg. becoming the leading greeting cards player in India,
Objectives are precise statements relating to specific outcomes that can be
validated (eg. to sell 10,000 greeting cards in Year One, 25,000 Year Two and
40,000 Year Three- can be substantiated by reviewing your company's sales
reports), Short term plans (Budget, 5-year plan)
• Operational planning - the result expected by the end of the budget (or other
designated short term cycle)
• Policy refers to a definite course of action adopted by an individual, group, or
organization in an effort to promote the best practice particular to desired
results/objectives,
– some sort of a prescription “what’ s ok, what’s not, what should be etc.
• Tactics involves the detail, the procedure, and the order of how to achieve the
desired results particular to the strategy
• Paradigm: the whole conceptual framework embracing our most deeply held,
unconscious assumptions and values. It encompasses the things we take for
granted in any situation. It therefore determines our expectations, frames the
questions we ask, and structures the way we do things
– paradigm becomes so embedded that new ideas that do not fit the paradigm, are not
welcome, and are treated as anomalies
– only when anomalies mount up to cause major disruption, that changes occur and a paradigm
shift take place
Criteria for Resources and Capabilities That Become
Core Competencies
Valuable
Valuable Rare
Rare
Core
Core
Competencies
Competencies
Nonsubstitutable
Nonsubstitutable Costly
Costlyto
toImitate
Imitate
Tata Steel
• Innovator- technology & human systems
• The culture … of endurance & commitment
• Raw materials security
Vision & Missions at Tata Steel
We aspire to be the global steel industry benchmark for Value Creation
and Corporate Citizenship
We make the difference through:
•Our people, by fostering team work, nurturing talent, enhancing leadership capability and acting with
pace, pride and passion.
•Our offer, by becoming the supplier of choice, delivering premium products and services, and creating
value with our customers.
•Our innovative approach, by developing leading edge solutions in technology, processes and products.
•Our conduct, by providing a safe working place, respecting the environment, caring for our
communities and demonstrating high ethical standards.
Policies - Quality Policy, CSR Policy, Environmental, Occupational Health & Safety Policy, Research
Policy
Core Values - a value – driven organization. Five core values - Integrity, Respect for individuals,
Excellence, Unity, Responsibility