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Basic Concepts of Strategic Management
Basic Concepts of Strategic Management
STRATEGY
IMPLEMENTATION
Strategic Management
Concepts of Strategy Implementation
Study has shown that 7 out of 10 CEOs, who fail, do so not because
of bad strategy, but because of bad execution.
First Mover
The first company to manufacture and sell a new product or service is called
Late movers:
Research indicates that successful late movers tend to be large
market segments.
The advantage of late mover is the disadvantage of first mover & vice-versa
Cont’d
Offensive Tactics
Some of the methods used to attack a competitor’s position are:
Frontal assault: the attacking firm goes head to head with its
competitor. It matches the competitor in every category from price to
promotion to distribution channel
This is generally a very expensive tactic and depressing profits for the
whole industry.
Flanking maneuver: firm may attack a part of the market where the
competitor is weak.
Bypass attack: change the rules of the game by cutting the market out
from under the established defender by offering a new type of product
that makes the competitor’s product unnecessary.
cont’d
Guerrilla warfare: a firm or business unit may choose to “hit and run”
Characterized by the use of small, intermittent assaults on different
market segments held by the competitor
Cont’d
Defensive tactics
defensive tactics aim to lower the probability of attack, divert attacks to less
threatening avenues, or lessen the intensity of an attack
Instead of increasing competitive advantage per se, they make a company’s/
business unit’s competitive advantage more sustainable by causing a challenger
to conclude that an attack is unattractive
These tactics deliberately reduce short-term profitability to ensure long-term
profitability
Raise structural barriers- entry barriers act to block a challenger’s logical
avenues of attack.
Increase expected retaliation: this tactic is any action that increases the
perceived threat of retaliation for an attack.
Lower the inducement for attack: a third type of defensive tactic is to reduce a
challenger’s expectations of future profits in the industry
cont’d
Budgets
• After programs and tactical plans have been developed, the budget
process begins.
Budget is the cost of the program
Planning a budget is the last real check a corporation has on the
feasibility of its selected strategy.
An ideal strategy might be found to be completely impractical only after
specific implementation programs and tactics are costed in detail
Cont’d
7. Conflicts of interest
Between management and various other parties (shareholders,
25
Strategy
Affects
Determines
structure
Cont’d
26
Piecework plans
Commission systems
Bonus plans
Promotion
Group and organizational reward systems
Group-based bonus systems
Profit sharing systems
Employee stock option systems
Organization bonus systems
Why strategies fail during implementation
stage?
There are many reasons that may cause a strategic plan to fail, which
include:
The company’s senior management has not taking it seriously
enough, that there is a failure to get management involved right from
the start, and the failure to obtain sufficient company resources to
accomplish the task.
Failure to understand the customer: the strategic plan that instead of
understanding a customer needs and wants fail to deliver. It fails to
answer the question “Why do they buy?” It is also caused by them
doing inadequate or incorrect marketing research
Cont’d
Failure to follow the plan: No follow through after initial planning, and no
tracking of progress against plan.
Cont’d
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