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McGraw-Hill/Irwin Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.
CHAPTER 1
THE STRATEGIC
MANAGEMENT
PROCESS
Screen graphics created by:
Jana F. Kuzmicki, PhD, Mississippi University for Women
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“Without a strategy the organization
is like a ship without a rudder, going
around in circles.”
Joel Ross and Michael Kami
“Quote”
McGraw-Hill/Irwin Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter Outline
Five Tasks of Strategic Management
Developing a Strategic Vision and Mission
Setting Objectives
Crafting a Strategy
Implementing and Executing the Strategy
Evaluating Performance and Initiating
Corrective Adjustments
Why Strategic Management Is a Process
Who Performs the Tasks of Strategy?
Benefits of “Thinking and Managing
Strategically”
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Thinking Strategically:
The Three Big Strategic Questions
Conduct operations
Compete successfully
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Microsoft’s Business Model
Employ a cadre of highly skilled programmers to
develop proprietary code; keep source code hidden
from users
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Redhat Linux’s Business Model
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Why Are Strategies Needed?
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Strategic Management Concept
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Figure 1-1: The Five Tasks
of Strategic Management
Task 1 Task 2 Task 3 Task 4 Task 5
Develop a Monitor,
Craft a Implement
Strategic Evaluate,
Set Strategy and
Vision and Take
Objectives to Achieve Execute
and Corrective
Objectives Strategy
Mission Action
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Developing a Strategic Vision
First Task of Strategic Management
Involves thinking strategically about
Firm’s future business plans
Where to “go”
Tasks include
Creating a roadmap of the future
Deciding future business
position to stake out
Providing long-term direction
Giving firm a strong identity
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Characteristics of a Strategic Vision
A roadmap of a company’s
future
Future technology-
product-customer focus
Geographic and product
markets to pursue
Capabilities to be
developed
Kind of company
management is trying to
create
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Missions vs. Strategic Visions
A mission statement A strategic vision
focuses on current concerns a firm’s future
business activities -- business path --
“who we are and “where we are going”
what we do” Markets to be pursued
Current product and Future technology-
service offerings product-customer
Customer needs focus
being served Kind of company that
Technological and management is
business capabilities trying to create
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Why is a Strategic Vision Important?
Microsoft Corporation
Empower people
through great software
anytime, anyplace, and
on any device.
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Examples: Mission and Vision Statements
Intel
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Examples: Mission and Vision Statements
Otis Elevator
Our mission is to provide any customer a means of
moving people and things up, down, and sideways
over short distances with higher reliability than
any similar enterprise in the world.
Avis Rent-a-Car
Our business is renting cars. Our mission is total
customer satisfaction.
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Examples: Mission and Vision Statements
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Examples: Mission and Vision Statements
3Com
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Examples: Mission and Vision Statements
Ritz-Carlton Hotels
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Examples: Mission and Vision Statements
Eastman Kodak
We are in the picture business.
Wit Capital
(an Internet startup company)
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Examples of Financial Objectives
Domino’s Pizza
To safely deliver a hot, quality
pizza in 30 minutes or less at a fair
price and a reasonable profit.
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Example: Strategic Objectives
Alcan Aluminum
Atlas Corporation
To become a low-cost, medium-size gold
producer, producing in excess of 125,000 ounces
of gold a year and building gold reserves of
1,500,000 ounces.
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Example: Strategic Objective
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Example: Financial and
Strategic Objectives
3M Corporation
Company
Experiences,
Know-how,
Resource Actual
Strengths and Compan
Weaknesses, y
and Strategy
Competitive
Capabilities
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The Hows That
Define a Firm's Strategy
How to grow the business
How to please customers
Strategy
How to outcompete rivals is HOW
to . . .
How to respond to changing
market conditions
How to manage each functional piece of the
business and develop needed organizational
capabilities
How to achieve strategic and financial objectives
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Figure 1-3: Understanding a Company’s
Strategy -- What to Look For
Actions to diversify Actions to outcompete rivals
Continued growth
Aggressively
Rapid Keep from being
Revolutionary altering strategy to
swamped by the
Change make waves and
waves of change
drive change
Anticipating
Revising strategy
Gradual change and
(hopefully in time)
Evolutionary initiating strategic
to catch the waves
Change actions to ride the
of change
crest of change
Source: Adapted from Derek F. Abell, “Competing Today While Preparing for Tomorrow,” Sloan Management Review 40, No. 3 (Spring 1999), p. 75.
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What is a Strategic Plan?
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Strategic Management Principle