Strategic Management

Session I - Introduction

By Shahid Aslam Mirza

 Introduction

? t ?
gy e n t?
te em en
t ra g m
S an ag a e
t s
i M n
ha t is c M a
W ha gi
W rate
St
 Defining Strategic Management
 Art and science of formulating, implementing and evaluating cross-
functional decisions that enable an organization to achieve its
objectives
 SM focuses on integrating management, marketing,
finance/accounting, production/operations, research and
development and information systems to achieve organizational
success.
 Strategic Management synonymously to Strategic Planning. The
latter term is more often used in the business world, whereas the
former is often used in academia
 SM also referred as strategy formulation, implementation, and
evaluation, with strategic planning referring only to strategy
formulation
 Purpose of strategic management is to exploit and create new and
different opportunities for tomorrow; long-range planning, in
contrast, tries to optimize for tomorrow the trends of today.
Stages - Strategic Management

Strategy
Formulation

Strategy
Implementation

Strategy
Evaluation
 Strategy Formulation
• Deciding what new businesses to enter
• What businesses to abandon
• How to allocate resources
• Whether to expand operations or diversify
• Enter international markets
• Merge or form a joint venture
• How to avoid a hostile takeover
• Decide which alternative strategies will benefit the firm most
 Strategy Implementation
• Also called the “action stage” of strategic management
• Implementing strategy means mobilizing employees and
managers to put formulated strategies into action
• Requires personal discipline, commitment, and sacrifice.
• Successful strategy implementation hinges upon managers’
ability to motivate employees, which is more an art than a
science
 Strategy Implementation
• Establish annual objectives and devise policies
• Motivate employees
• Allocate resources to execute formulated strategies
• Developing a strategy-supportive culture
• Creating an effective organizational structure
• Redirecting marketing efforts
• Preparing budgets
• Developing and utilizing information systems
• Linking employee compensation to org performance
 Strategy Evaluation
• Final stage in strategic management
• Managers need to know when particular strategies are not
working well
• All strategies are subject to future modification because
• external and internal factors are constantly changing
 Strategy Evaluation
• Three fundamental strategy-evaluation activities are
(1) Reviewing external and internal factors that are the
bases for current strategies,
(2) Measuring performance, and
(3) Taking corrective actions

• Success today is no guarantee of success tomorrow

• Success always creates new and different problems;
complacent organizations experience demise
 Hierarchy
• Strategy formulation, implementation, and evaluation
activities occur at three hierarchical levels:
• Corporate
• Divisional or strategic business unit
• Functional
 Cardinals of SM

Intuition Adapting
& to
Analysis Change

SM
 Key Terminologies
Competitive Advantage
• Anything that a firm does especially well compared to rivals
• In a global economic recession, simply having ample cash on
the firm’s balance sheet can provide a major competitive
advantage
• Cash-rich firms buy distressed rivals

BHP Billiton, the world’s largest miner, is seeking to buy rival

firms in Australia and South America.
 Key Terminologies
Competitive Advantage
• Having less fixed assets than rival firms also can provide major
competitive advantages in a global recession

Apple has no manufacturing facilities of its own, and rival Sony

has 57 electronics factories. Apple relies exclusively on contract
manufacturers for production of all of its products, whereas
Sony owns its own plants. Less fixed assets has enabled Apple
to remain financially lean with virtually no long-term debt.
Sony, in contrast, has built up massive debt on its balance sheet
 Key Terminologies
Competitive Advantage

Where it used to be a polite war, it’s now a 21st-century bar

fight, where everybody is competing with everyone else for the
customers’ money.” Shoppers are “trading down,” so
Nordstrom is taking customers from Neiman Marcus and Saks

Fifth Avenue, T.J. Maxx and Marshalls are taking customers

from most other stores in the mall, and even Family Dollar is
taking revenues from Wal-Mart. Getting and keeping
competitive advantage is essential for long-term success

CEO Paco Underhill of Envirosell

 Key Terminologies
Competitive Advantage
• Pursuit of competitive advantage leads to organizational
success or failure
• Strategic management researchers and practitioners alike
desire to better understand the nature and role of
competitive advantage in various industries
• A firm can sustain a competitive advantage for only a certain
period due to rival firms imitating and undermining that
advantage
• Thus it is not adequate to simply obtain competitive
advantage. A firm must strive to achieve sustained competitive
advantage
 Key Terminologies

e
ag
Newspapers Internet

nt
va
Ad
Continually adapting to
Effectively formulating,

ive
changes in external
implementing, and

ti t
trends and events and
pe evaluating strategies
internal capabilities,
that capitalize upon
om

competencies, and
those factors
dC

resources
ine
sta
Su
 Key Terminologies
Strategists
Individuals most responsible for the success or failure of an org
Strategists have various job titles, CEO, president, owner, chair
of the board, executive director, chancellor, dean, or
entrepreneur

“All strategists have to be chief learning officers. We are in an

extended period of change. If our leaders aren’t highly
adaptive and great models during this period, then our
companies won’t adapt either, because ultimately leadership
is about being a role model.”
Jay Conger
Professor London Business School and
author of ‘Building Leaders’
 Key Terminologies
Mission and Vision
• Vision statement that answers the question
“What do we want to become?”
• Developing a vision statement is often considered the first
step in strategic planning
• Many vision statements are a single sentence

“Our vision is to take care of your vision”

Stokes Eye Clinic in Florence, South Carolina,
 Key Terminologies
Mission and Vision
• Mission statement that answers the question
“What is our business?”
• Mission statement:
“Enduring statements of purpose that distinguish one
business from other similar firms. Identifies the scope of a
firm’s operations in product and market terms?”
 Key Terminologies
External Opportunities and Threats
• Refer to economic, social, cultural, demographic,
environmental, political, legal, governmental, technological,
and competitive trends and events that could significantly
benefit or harm an organization in the future

• Opportunities and threats are largely beyond the control of a

single organization—thus the word external
 Key Terminologies
Internal strengths and Weaknesses
• Org controllable activities that are performed especially well
or poorly. They arise in the management, marketing, finance/
accounting, production/operations, research and
development, and management information systems
activities of a business
• Strengths and weaknesses are determined relative to
competitors
• Strengths and weaknesses can be determined by elements of
being rather than performance. For example, a strength may
involve ownership of natural resources or a historic reputation
for quality
• Strengths and weaknesses may be determined relative to a
firm’s own objectives
 Key Terminologies

Assignment # 1
Write down key Terms and Concepts related to
Strategic Concepts
page 23, Ch 1
Strategic Management Model

Where are we now?

Where do we want to go?

How are we going to get there?

 Benefits of Strategic Planning

Financial Non Financial

• Improvement in sales, profitability, • Enhanced awareness of external
and productivity threats
• Informed decisions with good • Improved understanding of
anticipation of both short- and long- competitors’ strategies
term consequences • Increased employee productivity
• Minimizes wastage • Reduced resistance to change
• Clearer understanding of
performance – reward relationships
• Improves problem prevention
• Order and discipline
 Why Firms Dont do Strategic Planning
• Lack of knowledge or experience in strategic planning—No
training in strategic planning.
• Poor reward structures—When an organization assumes
success, it often fails to reward success. When failure occurs,
then the firm may punish.
• Firefighting—An organization can be so deeply embroiled in
resolving crises and firefighting that it reserves no time for
planning
 Why Firms Dont do Strategic Planning
• Waste of time—Some firms see planning as a waste of time
because no marketable product is produced. Time spent on
planning is an investment.
• Too expensive—Some organizations see planning as too
expensive in time and money.
• Laziness—People may not want to put forth the effort needed
to formulate a plan
 Why Firms Dont do Strategic Planning
• Content with success—Particularly if a firm is successful,
individuals may feel there is no need to plan because things
are fine as they stand. But success today does not guarantee
success tomorrow.

• Fear of failure—By not taking action, there is little risk of

failure unless a problem is urgent and pressing. Whenever
something worthwhile is attempted, there is some risk of failure

• Overconfidence—As managers amass experience, they may

rely less on formalized planning. Rarely, however, is this
appropriate. Being overconfident or overestimating experience
can bring demise. Forethought is rarely wasted and is often the
mark of professionalism.
 Why Firms Dont do Strategic Planning
• Prior bad experience—People may have had a previous bad
experience with planning, that is, cases in which plans have been
long, cumbersome, impractical, or inflexible. Planning, like
anything else, can be done badly.

• Self-interest—When someone has achieved status, privilege,

or self-esteem through effectively using an old system, he or
she often sees a new plan as a threat.

• Fear of the unknown—People may be uncertain of their

abilities to learn new skills, of their aptitude with new systems,
or of their ability to take on new roles.
 Why Firms Dont do Strategic Planning
•Honest difference of opinion—People may sincerely believe the
plan is wrong. They may view the situation from a different
viewpoint, or they may have aspirations for themselves or the
organization that are different from the plan. Different people
in different jobs have different perceptions of a situation.

• Suspicion—Employees may not trust management

 Pitfalls to Avoid
• Using strategic planning to gain control over decisions and
resources
• Doing strategic planning only to satisfy accreditation or
regulatory requirements
• Too hastily moving from mission development to strategy
formulation
• Failing to communicate the plan to employees, who continue
working in the dark
 Pitfalls to Avoid
• Top managers making many intuitive decisions that conflict
with the formal plan
• Top managers not actively supporting the strategic-planning
process
• Failing to use plans as a standard for measuring performance
• Delegating planning to a “planner” rather than involving all
managers
 Pitfalls to Avoid
• Failing to involve key employees in all phases of planning
• Failing to create a collaborative climate supportive of change
• Viewing planning as unnecessary or unimportant
• Becoming so engrossed in current problems that insufficient or
no planning is done
• Being so formal in planning that flexibility and creativity are
stifled
 Guidelines
• Implement what you plan
• SM must not become bureaucratic, it must be a self-reflective
learning process that helps with strategic issues and feasible
alternatives for resolving those issues
• Keep the process simple
• BE open minded, ready to learn
• Don’t pursue too many strategies at the same time

Refer to Table 1-3, page 21 Strategic Management

 Business vs Military Strategy
• A strong military heritage underlies study of SM
• Objectives, mission, strengths, and weaknesses first were
formulated to address problems on the battlefield
• Strategy comes from the Greek strategos, which refers to a
military general and combines stratos (the army) and ago (to
lead)
• Both business and military strategy is “to gain competitive
advantage”
 Business vs Military Strategy
• Fundamental difference -business strategy is formulated,
implemented, and evaluated with an assumption of
competition, whereas military strategy is based on an
assumption of conflict
• Nonetheless, military conflict and business competition are so
similar that many strategic-management techniques apply
equally to both