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CHAPTER 4

FOUNDATIONS OF PLANNING STRATEGIC PLANNING

DECISION MAKING

I. FOUNDATIONS OF PLANNING

Definition of Planning

Defining the organization’s goals, establishing

an overall strategy, and developing a hierarchy of plans to achieve goals

Planning is concerned with ends (what is to be done)

as well as with means (how it is to be done).

Purposes of Planning

Provides direction

Reduces uncertainty

Minimizes waste and redundancy

Sets the standards for controlling

Goals and Plans

Goals (also Objectives)

Desired outcomes for individuals, groups, or entire organizations

Provide direction and evaluation performance criteria

Plans

Documents that outline how goals are to be accomplished

Describe how resources are to be allocated and establish activity schedules

Types of Goals

Financial Goals

Are related to the expected internal financial performance of the organization.

Wider profit margins

Higher returns on invested capital

Rise in stock price

Stable earnings

Strategic Goals

Are related to the performance of the firm relative to factors in its external environment (e.g., competitors).

Large market share

High industry ranking

Low costs related to customers

Leader in technology and innovation

Types of Goals…

Stated Goals versus Real Goals

Broadly-worded official statements of the organization (intended for public consumption) that may be

irrelevant to its real goals (what actually goes on in

the organization).

Stated Goals of Large Global Companies

To be a global transformation partner. (Infosys)

Execute strategic roadmap—“Plan to Win.”

Grow the business profitably.

Identify and develop diverse talent. Promote balanced, active lifestyles. (McDonald’s Corporation)

Continue to win market share globally.

Focus on higher-value products.

Reduce production costs. Lower purchasing costs. Integrate diversity. Gain ISO 14001 certification for all factories. (L’Oreal)

Bring Inspiration and Innovation to every

Athlete.

(Nike)

Expand selection of competitively priced

products.

Manage inventory carefully. Continue to improve store format every few years. Operate 2,000 stores by the end of the decade. Continue gaining market share. (Target)

Roll out newly-designed environmentally friendly cup in 2006. Open approximately 1,800 new stores globally in

2006.

Attain net revenue growth of approximately 20 percent in 2006. Attain annual EPS growth of between 20 percent to 25 percent for the next 3 to 5 years. (Starbucks)

Steps in Planning

Steps in Planning

Strategy

The cluster of decisions and actions that managers take to help an organization reach its goals.

Mission

A broad declaration of an organization’s purpose that identifies the organization’s products and customers

and distinguishes the organization from its

competitors.

Types of Goals and Plans

Strategic Goals official goals, broad statements

about the organization

Define the action steps the company intends to attain

The blueprint that defines activities

Tactical Goals help execute major strategic plans

Specific part of the company’s strategy

Plans of the divisions and departments

Operational Goals results expected from

departments, work groups, and individuals

Lower levels of the organization

Specific action steps

Example of General Motors

Strategic Goals

Increasing U.S. Market Share to 20 percent

Tactical Goals

Enhance reputation of GM’s most important brand

Chevrolet

Operational Goals

Chevrolet’s marketing dept. - increasing customer

visits to showroom by 10 percent by year end

Transportation dept - improving on-time delivery of cars and trucks to dealers by 20 percent

Chevy moved from 9th to 4th position by 2010

Types of Plans

Types of Plans

Establishing Goals and Developing

Plans

A Well-Designed Goal

Written in terms of outcomes rather than actions

Measurable and quantifiable

Clear time frame

Optimally challenging

Written down

Clearly communicated

Establishing Goals and Developing Plans…

Traditional Goal Setting

Broad goals are set at the top of the organization.

Goals are then broken into subgoals for each

organizational level.

Assumes that top management knows best because

they can see the “big picture.”

Goals are intended to direct, guide, and constrain from above.

Goals lose clarity and focus as lower-level managers

attempt to interpret and define the goals for their areas of responsibility.

The Downside of Traditional Goal Setting

The Downside of Traditional Goal Setting

Establishing Goals and Developing

Plans…

Maintaining the Hierarchy of Goals

MeansEnds Chain

The integrated network of goals that results from establishing a clearly-defined hierarchy of organizational goals.

Achievement of lower-level goals is the means by which to reach higher-level goals (ends).

Hierarchal Organizational Goals for a Regional Fast- Food Chain

Hierarchal

Organizational Goals

for a Regional Fast- Food Chain

Establishing Goals and Developing

Plans…

Management by Objectives (MBO)

Peter Drucker, The Practice of Management, 1954

Specific performance objectives

jointly determined by subordinates and their supervisors, progress toward objectives is periodically reviewed, rewards are allocated on the basis of that progress.

Links individual and unit performance objectives at all levels with overall organizational objectives Motivates rather than controls

Steps in a Typical MBO Program

Develop Action Plans to Achieve Objectives Review Objectives and Jointly Set Objectives Provide Feedback
Develop Action Plans
to Achieve Objectives
Review Objectives and
Jointly Set Objectives
Provide Feedback

Overall objectives and strategies of

organization

Overall objectives and strategies of organization
Overall objectives and strategies of organization Objectives allocated to divisional and departmental units

Objectives allocated to divisional and departmental units

Objectives allocated to divisional and departmental units
Objectives allocated to divisional and departmental units Specific objectives collaboratively set with employees

Specific objectives

collaboratively set

with employees

Specific objectives collaboratively set with employees Managers and employees work on action plans together Action
Managers and employees work on action plans together

Managers and employees work on action plans together

Managers and employees work on action plans together
Managers and employees work on action plans together
Managers and employees work on action plans together Action plans implemented Give Rewards for Achieved

Action plans

implemented

Managers and employees work on action plans together Action plans implemented Give Rewards for Achieved Objectives

Give Rewards for

Achieved Objectives

Managers and employees work on action plans together Action plans implemented Give Rewards for Achieved Objectives

MBO Benefits and Problems

MBO Benefits and Problems

Developing Plans

Contingency Factors in A Manager’s Planning

Manager’s level in the organization

Strategic plans at higher levels

Operational plans at lower levels

Degree of environmental uncertainty

Stable environment: specific plans

Dynamic environment: specific but flexible plans

Length of future commitments

Commitment Concept: current plans affecting future commitments must be sufficiently long-term to meet those commitments.

Contemporary Issues in Planning

Criticisms of Planning

Planning may create rigidity.

Plans cannot be developed for dynamic

environments.

Formal plans cannot replace intuition and creativity.

Planning focuses managers’ attention on today’s competition not tomorrow’s survival.

Formal planning reinforces today’s success, which

may lead to tomorrow’s failure.

Contemporary Issues in Planning

(cont’d)

Effective Planning in Dynamic Environments

Develop plans that are specific but flexible.

Understand that planning is an ongoing process.

Change plans when conditions warrant.

Persistence in planning eventually pay off.

Flatten the organizational hierarchy to foster the development of planning skills at all organizational

levels.

II. STRATEGIC PLANNING

Strategy and the Organization: A Framework
Strategy and the Organization:
A Framework
What is the purpose of our business? In what businesses or areas will we compete?
What is the purpose
of our business?
In what businesses
or areas will we
compete?
Questions in
How will
environmental forces
impact our firm?
the
Who will we serve?
development
of strategy
How to distinguish
What stakeholders
are important?
our firm from
competitors?

Organizational Strategy

Strategic Management

The set of managerial decisions and actions that determines the long-run performance of an

organization

Strategic Management Process

A nine-step process that involves strategic planning,

implementation, and evaluation

The Strategic Management Process

The Strategic Management Process

Strategic Management Process

Step 1: Identify the Organization’s Current Mission,

Objectives, and Strategies

Mission: the firm’s reason for being

The scope of its products and services

Goals: the foundation for further planning

Measurable performance targets

Step 2 and 3: Conduct an External Analysis

The environmental scanning of specific and general environments

Screening large amounts of information to detect emerging

trends and create a set of scenarios

Focuses on identifying opportunities and threats

Strategic Management Process (cont’d)

Step 4 and 5: Conduct an Internal Analysis

Assessing organizational resources, capabilities, activities, and culture:

Strengths (core competencies) create value for the customer and strengthen the competitive position of the

firm Weaknesses (things done poorly or not at all) can place the firm at a competitive disadvantage

Steps 2, 3, 4 and 5 combined are called a SWOT analysis.

SWOT analysis

Analysis of an organization’s strengths, weaknesses,

opportunities, and threats in order to identify a strategic

niche that the organization can exploit

SWOT Analysis

Strengths (strategic)

Internal resources that are available or things that an organization does well Core competency

Weaknesses

Resources that an organization

lacks or activities that it does

not do well

Opportunities (strategic)

Positive external environmental

factors

Threats

Negative external environmental

factors

A tool that allows managers to take a snapshot of their firm’s internal strengths and
A tool that allows
managers to take
a snapshot of their
firm’s internal
strengths and
weaknesses as
well as the
opportunities and
threats that are
evident in the
external
environment

Examples of a Company’s Strengths,

Weaknesses, Opportunities, and Threats

Examples of a Company’s Strengths, Weaknesses, Opportunities, and Threats

Strategic Management Process (cont’d)

Step 6: Reassess Organization’s Mission and

Objectives Step 7: Formulate Strategies

Develop and evaluate strategic alternatives

Select appropriate strategies for all levels in the organization that provide relative advantage over

competitors

Match organizational strengths to environmental opportunities

Correct weaknesses and guard against threats

Strategic Management Process (cont’d)

Step 8: Implement Strategies

Implementation: effectively fitting organizational structure and activities to the environment

The environment dictates the chosen strategy; effective

strategy implementation requires an organizational structure matched to its requirements

Step 9: Evaluate Results

How effective have strategies been?

What adjustments, if any, are necessary?

Levels of Organizational Strategy

Corporate

Level

Business

Level

Functional

Level

Strategy Corporate Level Business Level Functional Level Multibusiness Corporation Strategic Business Unit 2
Multibusiness Corporation
Multibusiness
Corporation
Business Level Functional Level Multibusiness Corporation Strategic Business Unit 2 Marketing Strategic Business Unit
Strategic Business Unit 2
Strategic
Business Unit 2
Level Multibusiness Corporation Strategic Business Unit 2 Marketing Strategic Business Unit 1 Manufacturing Strategic
Marketing
Marketing

Strategic Business Unit 1

Business Unit 2 Marketing Strategic Business Unit 1 Manufacturing Strategic Business Unit 3 Human Resources
Business Unit 2 Marketing Strategic Business Unit 1 Manufacturing Strategic Business Unit 3 Human Resources
Manufacturing
Manufacturing
Unit 2 Marketing Strategic Business Unit 1 Manufacturing Strategic Business Unit 3 Human Resources Research and
Strategic Business Unit 3
Strategic
Business Unit 3
Strategic Business Unit 1 Manufacturing Strategic Business Unit 3 Human Resources Research and Development Finance
Human Resources
Human
Resources

Research and

Development

Strategic Business Unit 1 Manufacturing Strategic Business Unit 3 Human Resources Research and Development Finance
Strategic Business Unit 1 Manufacturing Strategic Business Unit 3 Human Resources Research and Development Finance
Finance
Finance

Types of Organizational Strategies

Corporate-level Strategy

The company’s grand strategy for the entire

organization and its strategic business units

Grand Strategy & Portfolio Strategy

Grand Strategies

Growth: A strategy in which an organization attempts to increase the level of its operations

Stability: maintenance of the status quo

Retrenchment: addresses organizational

weaknesses that are leading to performance

declines

Combination: simultaneous pursuit of two or more of the strategies above

Types of Organizational Strategies

(cont’d)

Portfolio Strategy

A corporate-level strategy that minimizes risk by

diversifying investments among various businesses or product lines

Diversification

Acquisition

Unrelated diversification

1. Corporate-Level Strategies

Growth Strategy

Seeking to increase the organization’s business by expansion into new products and markets

Types of Growth Strategies

Concentration

CRI pumps in Coimbatore

Vertical integration

E-Bay owns online payment business, Coca-Cola owns its own distribution system, Apple’s own Retail Stores

Horizontal Integration

L’Oreal acquiring Body Shop, Software services

Diversification Related (Godrej) or Unrelated (Tata

Group Manufacturing, IT, Chemicals, Airlines

Corporate-Level Strategies (cont’d)

Stability Strategy

A strategy that seeks to maintain the status quo to deal with the uncertainty of a dynamic environment, when the industry is experiencing slow- or no-growth conditions, or if the owners of the firm elect not to grow for personal reasons

Continue to serve the same clients by offering the same product or services Cadbury maintains things as there’s drop in sales coming from Chocolates

Corporate-Level Strategies (cont’d)

Renewal Strategy

Retrenchment (Short term) and Turnaround Strategy

Reduces the company’s activities or operations Retrenchment strategies include:

Cost reductions

Layoffs

Closing underperforming units

Closing entire product lines or services

Combination Strategy

Simultaneous pursuit by the organization of two or

more of growth, stability, and retrenchment strategies

How Corporate Strategies are Managed?

- BCG Matrix

A portfolio strategy

that managers use to

categorize their corporation’s

businesses by growth

rate and relative

market share, helping them decide how to

invest corporate

funds

corporation’s businesses by growth rate and relative market share, helping them decide how to invest corporate

2. Business-Level Strategy

Business-Level Strategy

A strategy that seeks to determine how an organization should compete in each unit within the organization to create a competitive advantage

Competitive advantage

An organization’s distinctive competitive edge that is sourced and sustained in its core competencies

How to create sustainable competitive

advantage?

- Porter's Five Forces framework for industry analysis

New Entrants Threat of New Entrants Bargaining Power of Buyers Intensity of Rivalry Among Suppliers
New
Entrants
Threat of
New Entrants
Bargaining
Power of
Buyers
Intensity of
Rivalry Among
Suppliers
Buyers
Current
Competitors
Bargaining
Power of
Suppliers
Threat of
Substitutes
Substitutes

Source: Based on M. E. Porter,

Competitive Strategy:

Techniques for Analyzing Industries and Competitors (New York: Free Press, 1980).

Competitive Strategies
Competitive Strategies
Cost A strategy that aims to provide a product or service at as low a
Cost
A strategy that aims to provide a product or service
at as low a price as possible to a broad audience
leadership
Economies of scale Cost savings achieved when the volume of a product produced by a
Economies
of scale
Cost savings achieved when the volume of a product
produced by a firm enables it to reduce per unit costs
A strategy in which a firm seeks to be unique in its
Differentiati
on
industry along a dimension or a group of dimensions that
are valued by consumers
A strategy in which a company “focuses” its sales efforts
Focus
on a specific geographical region, a specific group of
purchasers, or a specific product type

3. Functional-Level Strategy

Functional-level strategies support the

business-level strategy

i.e., Marketing, human resources, research and development, and finance all support the business-level strategy

Problems occur when employees or customers

don’t understand a company’s strategy

Different functional strategies for different

SBUs

New Directions in Organizational Strategies…

E- Business Strategies

Customer Service Strategies

Innovation Strategies

The Basic Value Chain

The Basic Value Chain Source : Adapted from Adelaide Wilcox King, Sally W. Fowler, and Carl

Source: Adapted from Adelaide Wilcox King, Sally W. Fowler, and Carl P. Zeithaml, “Managing Organizational Competencies for Competitive Advantage: The Middle-Management Edge,” Academy of Management Executive, Vol. 15, No. 2, 2001, pp. 9697.