Strategic Intent

Strategic
management
TOPICS TO COVER – STRATEGIC

 INTRODUCTION  8 STEPS OF STRATEGIC

INTENTS
 VISION  ATTRIBUTES

 MISSION  EXAMPLES

 GOALS AND OBJECTIVES  CONCLUSION

Strategic intent Introduction -

Definition

 “Strategic intent is the term used to describe the

aspirational plans, overarching purpose or intended
direction of travel needed to reach an organizational
vision”

 The strategic intent sequence is: defining a broad vision,

translating it into a meaningful mission, specifying goals
and operationalizing strategic objectives.
Strategic intent Introduction -

 The purpose of existence of any company is strategic intent.

 It refers to What company intend to do and why it intend to do so.

 This what and why questions must necessarily be defined by

the organizations.

Keeping the reason for its intention as focus, strategic intent comprises of the following :

Goal and
Vision Mission
objectives
 Vision
Vision refers to wear the company see itself as being in the future.

It includes

 The markets that need to be followed.

 The kind of customer future technology the company is

interested in.

 The types of culture, structure, etc. In the company the

management intents to build.
According to Kotler

“It is a description of something an Organization , corporate culture , Business

Technology, and act in the future”
Examples for vision

To be the respected company that provide best of breed To be the India’s foremost tea based beverage
software solution by best-in-class people company
Mission
Strategic intent is a concept that draws from mission.

 The ongoing business activity of a company are its

mission.

 It refers to who the company is and what It's

business is.

 For a mission statement to victory it must

describe a company's preferences and values
According to Phillip Kotler

Phillip Kotler
“Suggests, an organization's mission is viewed as its broadly stated
definition of basic business scope and operations”
Examples for Mission
Goals and Objectives

 Strategic objectives are purpose statements that help create an overall vision and
set goals and measurable steps for an organization to help achieve
the desired outcome

 An organization's strategic intent that it exists and why it will continue to exist,
providing it maintains a competitive advantage

 Strategic intent refers to the organization strives for. It is the philosophical

framework of strategic management process. Stretch is misfit between
resources and aspirations
Features of goals and objectives

 SMART  DUMB

• S – Specific • D-Doable (within powers)

• M-Measurable • U-Understandable
• A-Attainable • M-Manageable
• R-Relevant • B-Beneficial
• T-Time bound
8 steps of Strategic intent

 Create a sense of urgency

 Build a guiding coalition

 Form a strategic vision and initiatives

 Enlist of volunteer  army

8 steps of Strategic intent

 Enable action by removing barriers

 Generate short term wins

 Sustain acceleration

 Institutionalise change
Attributes of Strategic Intent

 Sense of Discovery
• The sense of discovery refers to the ability of inspiring the employees for
innovation and creativity

 Sense of Direction
• The sense of direction defines where the organization wants to go in the
future and why .

 Sense of Destiny
• The sense of density refers to the ability of the strategic intent to provide meaning to
the existence of the organization..
Examples of Strategic Intent

Honda made the decision to enter the motorcycle market. But

rather than look to imitate Harley Davidson or Yamaha’s
success .
Examples of Strategic Intent

Apple's mission statement is “to bringing the best user

experience to its customers through its innovative hardware,
software, and services.
Examples of Strategic Intent

Amazon’s mission statement focuses on customer satisfaction. Amazon.com’s corporate mission

and vision statements are fundamental to developing strategies to support the company’s
competitive advantages against firms like Google, eBay,
Amazon.com Inc. aligns its vision statement with its mission statement to unify its diverse
operations in various industries.
.
Conclusion

 Defining strategic direction is always hard to do . It's a part of the reason consulting
firms get paid the big bugs ! Strategic intent help firms to get more tactical around
strategy by focusing on a winning formula .That formula will very company my
company, industry by industry .But it will always involve a vision for how you can
differentiate from the competition rather than imitate the competition . And wide
strategy most often talked about at the firm level ,you can use strategi intent for your
own professional goals. If you are targeting a career in consulting, think about how you
can bring a unique edge, in both the recruiting process and as well as when
you land that offer!