what is strategy and why is it important?. the reasons why firms succeed and fail is perhaps the...
Post on 19-Dec-2015
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Chapter OneWhat is Strategy and Why is it Important?
Why do we need strategy?
The reasons why firms succeed and fail is perhaps the central question in strategy
Answers the fundamental question of the firmWhere we are now?Where we going?How are we going to get there?
Strategic Management Defined
decisions and actions that determine long-term performance formulation and implementation of plans designed to achieve
objectives unifying theme that gives coherence and direction to
organizational/individual decisions game plan management has for positioning the company in its
chosen market, competing successfully, satisfying customers, and achieving good business performance
integrated and coordinated set of commitments and actions designed to exploit core competencies and gain a competitive advantage
What is a competitive advantage?
Competitive Advantage
When a firm implements a strategy that rivals can’t duplicate, or find it too expensive to do try to imitate
Today’s Competitive Landscape
Global Economy
Knowledge Intensity
InformationTechnology
Technology Change & Diffusion Hypercompetition
•Strategic Flexibility
•Intelligence Management
•Global Perspective
•Speed, Innovation & Integration
New Managerial Mindset
What is Strategy?
Strategy is not doing similar activities better than your rivals – that’s operational effectiveness continual improvement not a sustainable
advantage industry-wide cost reductions do not lead to
increased profitability examples: PCs, automobiles, airlines
What is Strategy?
1) Strategy is performing different activities or performing similar activities in a different way
Strategy is about positioninga) Variety-based positioning
offering a unique choice of goods/services - Chic-fil-a, GameStopb) Needs-based positioning
serving most/all of a particular group of customers’ needs - Babies R Us
c) Access-based positioning serving a set of customers that require unique access – Kinkos,
Movie Gallery, Superette
What is Strategy?
2) Strategy is about choosing a position which requires tradeoffs, choosing what not to do without tradeoffs, all firms would imitate
Tradeoffs arise from inconsistent image/reputation different activities, products, equipment,
employees, skills, systems, machines priorities, internal coordination, and control
What is Strategy?
3) Strategy is about combining activities as advantages come from fit and reinforcing
Operational effectiveness is about excellence in individual activities
Fit/integration increases sustainability by reducing imitability
What is Strategy?
4) The desire to grow is most threatening to an effective strategy Blurs uniqueness Creates compromises Reduces fit Erodes original advantages
So….how can firm’s be profitable?
1) Choose an attractive industry in which to compete - Where we compete? • Corporate level strategy
2) Attain a competitive advantage within an industry - How we compete?• Business level strategy
Two Models of Profitability
I/O Model (Industrial/Organizational Economics Model)
Resource Based Model
I/O ModelEnvironment Drives Strategy & Performance
Three Key Assumptions
Therefore, firms must find an attractive industry or segment within the industry to gain above average profitability
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I/O ModelEnvironment Drives Strategy & Performance
Resource Based ModelFirms’ Resources Drive Strategy & Performance
Three Key Assumptions
Therefore, firms must find an attractive industry or segment within the industry to gain above average profitability
Resource Based ModelFirms’ Resources Drive Strategy & Performance
What is strategic effectiveness?
Strategic Vision vs. Mission
A strategic vision concerns “wherewe are going” or ”what do we want to be.” Markets to be pursued Future product/ market/
customer/ technology focus Kind of company
management is trying to create
The mission statement focuses on its “who we are and what we do” Current product and service
offerings Customer needs being
served Technological
and businesscapabilities
Mission Statements
Boundaries of the current business Fundamental purpose that sets it apart from
other firms of its type Conveys
Who we are, What we do, and Why we are here
Objectives
Turns mission into performance outcomes Organizations produce what is measured Long and Short term
Types of Objectives Required
Outcomes focused
on improving financial
performance
Outcomes focused on improving competitive
vitality and future business position
Financial Objectives Strategic Objectives
$
6 Characteristics of a Good Objective
U SMART Understandable Stretching Measurable Agreeable Realistic Timebound
Current financial results are “lagging indicators” reflecting results of past decisions and actions—good profitability now does not translate into stronger capability for delivering better financial results later
However, meeting or beating strategic performance targets signals growing competitiveness & strength in the marketplace, thus developing the capability for better financial performance in the years ahead
Good strategic performance is thus a “leading indicator” of a company’s capability to deliver improved future financial performance
Leading versus Lagging Indicators
Stakeholders
Individual or groups who Affect mission/vision of the firm Are affected by strategic outcomes of the firm Have enforceable claims on the performance of the firm
Capital Market Stakeholders Shareholders and capital suppliers
Product Market Stakeholders Customers, suppliers, communities, unions
Organizational Stakeholders Employees
Today’s firms must affectively balance the demands and expectations of all stakeholders.
Levels of Strategic Management
HP’s Corporate Strategy
Enterprise Storage & Servers
HP Services
Software Personal Systems
Imagining and Printing
Financial Services