Strategic Management: DR - Gopal Iyangar DR - Varsha Nadkarni

Strategic
Management
Dr.Gopal Iyangar
Dr.Varsha Nadkarni
GI &VN
Strategy and the Quest for
Competitive Advantage
 Some companies will stand out as the

top performers in terms of
profitability,sales,growth or growth in
shareholder’s value.
 Some companies are there in right
business at the right time.
 Some companies manage to rise to the
top and stay there year after year
pleasing customers.
GI &VN
STRATEGY
 Strategy means making clear-cut choices about how to

compete.
Jack Welch,Former CEO of GE
If your firm’s strategy can be applied to any other firm, you

don’t have a very good one.
David Collins, Management Consultant
GI &VN
What do we mean by
strategy?
 How to attract and please customers?
 How to compete against rivals?
 How to position the company in the marketplace.
 How best to respond to changing economic and market
conditions?
 How to capitalize on attractive opportunities to grow
the business?
 How to achieve the company’s performance targets?
GI &VN
What do we mean by
strategy?
 A company’s strategy is its action plan for
outperforming its competitors and achieving superior
profitability and performance.
 It is managerial commitment to integrated array of
considered choices about to compete. (English)
 Strategy is about competing Differently.
 Actions and moves in marketplace that managers are
taking to gain a competitive advantage over rivals.
GI &VN
Defining Strategy
Some Useful Definitions of Strategy

 Strategy as the determinant of the long-term
goals of the enterprise. - Chandler
 Strategyas the pattern of objectives,
purposes, or goals and plans for achieving
these goals. - Andrews
 Strategy as the common thread among a
firm’s activities. - Ansoff
GI &VN
Military origins of strategy
 The term strategy is derived from the Classic and

Byzantine (330 A.D.) Greek word ”Strategos” which means
generalship.
 Strategy means the art of the general.
 Strategy sprung from the need for people to defeat their
enemies.
 Strategy refers to high level planning to guarantee security
or victory while tactics refers to achieving objectives set
by strategy.
 Military strategies included deterrence, offence, defense
and alliance.
GI &VN 06/08/2020
Military strategy hierarchy
 The strategic goals

 policies
 programs
GI &VN 06/08/20
20
Evolution of strategy
 Basic Financial Planning (Budgeting)
 Long-range Planning (Extrapolation)
 Strategic (Externally Oriented) Planning
 Strategic Management
 Complex Systems Strategy:
GI &VN
Evolution of strategy
 D’Aveni shows the need to change the organization
continually through the 7-S approach.
Ø Superior stakeholder satisfaction.

Ø Strategic soothsaying.
Ø Positioning for speed.
Ø Positioning for surprise
Ø Shifting the rules of the game.
Ø Signaling strategic intent.
Ø Simultaneous and sequential strategic thrusts
GI &VN
Concept of Strategic management
Strategic Management is the art and

science of formulating, implementing,
and evaluating cross-functional decisions
that enable an organization to achieve
its objectives.
GI &VN
Concept and Characteristics of Strategic
management
GI &VN 06/08/20
20
Mintzberg’s 5Ps of Strategy
GI &VN 06/08/20
20
 Strategy as a plan
 Useful Techniques: PEST Analysis , SWOT
Analysis, Brainstorming help identify
opportunities; change management and project
management teach the skills to deliver the strategic
plan.
GI &VN
 Strategy as a ploy
 UsefulTechniques - Futures Wheel , Impact
Analysis and Scenario Analysis help map
possible outcomes so a choice can be made.
can help you explore the possible future
scenarios in which competition will occur.
Likewise Game Theory
GI &VN 06/08/20
20
 Strategy as a pattern –
 Useful Techniques - USP Analysis and Core
Competence Analysis (VRIO) which are an
indication of how well a planned strategy can
be implemented
GI &VN
 Strategy as a position
 UsefulTechniques – Porter’s 5 Forces,
Porter’s Diamond, Strategic Group Analysis,
VRIO, USP analysis and SWOT
GI &VN 06/08/20
20
 Strategy as a perspective
 Useful Techniques - cultural analysis tools
like the Cultural Web and the Congruence
Model
GI &VN
Defining Strategy
DifferentKinds
Different Kindsof
ofStrategy-
Strategy-Mintzberg
Mintzberg
Deliberate
Intended Strategy Realized
Strategy
Emergent
Unrealized Strategy
Strategy
Different Levels of Strategy
GI &VN
Strategic Management Process
Strategic management is a process—a flow of

information through interrelated stages of
analysis toward the achievement of some
goal.
 Phase 1 – Strategic Intent

 Phase 2 – Strategy Formulation
 Phase 3 – Strategy Implementation
 Phase 4 – Strategic Evaluation
GI &VN 06/08/20
20
Phase 1 – Strategic Intent

 Vision
 Mission
 Values
 Business Definition and Model
 Goals
 Objectives
Phase 2 – Strategy Formulation

 Environmental Analysis (Macro and Industry)
 Organisational Analysis
 SWOT
 Strategy Choices
 Corporate and Business Level Strategies
 Functional Strategic Plans
Phase 3 – Strategy Implementation

 Project
 Procedural
 Resource Allocation
 Structural
 Behavioural
 Functional
 Operational (Tasks)
Phase 4 – Strategic Evaluation

 Periodic Assessment of Performance
Overlapping Aspect – Strategic Control
 Applies to all 4 phases
 Three levels – Action, Strategy,
Paradigm

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Strategic

 Some companies will stand out as the

 Strategy means making clear-cut choices about how to

Jack Welch,Former CEO of GE

If your firm’s strategy can be applied to any other firm, you

David Collins, Management Consultant

Some Useful Definitions of Strategy

 The term strategy is derived from the Classic and

 The strategic goals

Ø Superior stakeholder satisfaction.

Strategic Management is the art and

Strategic management is a process—a flow of

 Phase 1 – Strategic Intent

Phase 1 – Strategic Intent

Phase 2 – Strategy Formulation

Phase 3 – Strategy Implementation

Phase 4 – Strategic Evaluation

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