Strategic Intent

O MEANING OF STRATEGIC
MANAGEMENT
O MEANING OF STRATEGIC INTENT
O IMPORTANCE OF STRATEGIC INTENT
O HIERARCHY OF STRATEGIC INTENT
O POINTS TO BE CONSIDERED
Strategic Management is the continuous
planning, monitoring, analysis & assessment of
all that is necessary for an organisation to meet
its goals & objectives.
 STRATEGIC INTENT
O Intent means “intention” i.e. purpose
O S.I. can be understood as the philosophical
base of S.M process. It gives an idea of
what the organisation strives or stands for. It
indicates the long-term market position of
the organisation.
Importance of Strategic Intent
O For future success & growth of the
organization.
O For long term market position of the
organization.
O Helps in creating dominance in the market.
O Provide best customer services to attain the
goals.
O Using technology as a product for attracting
the customers.
 Hierarchy
O VISION
O MISSION
O GOALS & OBJECTIVES
 VISION
O Vision implies the blueprint of the company’s
future position. It describe where the company
wants to land. It is the dream of the business
and an inspiration, base for the planning
process.
EXAMPLE (Reliance Jio vision)
O  Reliance’s vision for India is that broadband
and digital services will no longer be a luxury
item. Rather, Reliance envisions an India
where these are basic necessities to be
consumed in abundance by consumers and
small businesses alike, as much in far-flung
villages as in our largest cities.
 Points to be considered
O It should be realistic.
O Good vision encourage the org. members
commitment.
O It is easily understandable.
O It is consistent with org values and culture.
 MISSION
O Mission explains the reason for existence of
the business.it defines the present capabilities,
activities, customer focus and business role in
the society.
EXAMPLE (Reliance Jio mission)
O Jio's mission is to realize #Digital India
vision, ensure Indians have highest quality and
quantity data access at most affordable prices.
Points should be considered
O It should be feasible.
O It should be precise.
O It should be clear.
O It should be distinctive.
O It should indicate how objectives are to be
accomplished.
 Business definition
O It seeks to explain the business undertaken by
the firm, with respect to customer needs, target
audience, technologies. It prescribe the area in
which org. wants to compete.

O Points to be considered:
differentiation
focus
 GOALS & OBJECTIVES
O Goals denote what an org hopes to accomplish
in a future period of time. Goals are the end
result.
O Objectives are the time-based measurable
actions, which helps in the accomplishment of
goals. These are the end result which are to be
attain with the help of an overall plan, over
particular period.
 EXAMPLE
O Reliance Jio objective is to enable this
transformation by creating not just a cutting-
edge voice and broadband network, but also a
powerful ecosystem on which a range of rich
digital services will be enabled – a unique
green-field opportunity.
 Points to be considered

SMART DUMB
O S- specific O D- doable
O M- measurable O U- understandable
O A- attainable O M- manageable
O R- relevant O B- beneficial
O T- time bound
THANK YOU