STRATEGIC MANAGEMENT
INTRODUCTION
• “Strategy” refers to the plans and actions that aim to fulfill organisational purpose. It ensures the achievement of basic organisational objectives through proper execution.
• Stategy management deals with the process of decision making and resulting actions, that determines whether an enterprise survives, excels, grows or dies. It is concerned with the making and implementing decisions about organisations future direction.
MEANING
• The word “strategy” is derived from the Greek term “Statego” which means “General”.
• Strategy may be defined as unified, comprehensive and integrated action plan designed to achieve specific objectives in the event of difficulty.
• Strategy may be considered as an action plan, initiative or response of an organisation for seeking achievement of the objectives in a changed specific situation.
DEFINITIONS
1) “Strategy is the complex plan for bringing the organisation from a given posture to a desired position in a future period of time.”
- D.I. Cleland and W.R. King2) “Strategy is a plan or course of action, which is of
vital, pervasive, or continuing importance to the organization as a whole.”
-Arthur Sharplin
TYPES OF STRATEGY
INTENDED STRATEGY• Refers to plans or future efforts of the managers.• It presumes a planned, deliberate, systematic and thoughtful
approach towards strategy.• It spells out not only the ends that are to be pursued but also
the desired means to be used.
DELIBERATE STRATEGY
• It is that part of the intended strategy that is actually implemented.
REALIZED STRATEGY
• It refers to the past• It speaks of the implemented part of intended strategy or the
actions that have actually materialized over a period of time.
UNREALISED STRATEGY
• It refers to that part of intended strategy which does not see the light of the day due to changing environment, managerial incompetence, political infighting etc.
EMERGENT STRATEGY• It refers to the evolving strategy in light of the environmental
realities.• It may or may not be formally developed.
IMPOSED STRATEGY• It refers to strategy imposed upon by the powerful stake
holders in the organization, for e.g. the government by its budgets, monetary policy, trade policy etc.
MASTER STRATEGY• It is in the nature of overall plan that helps the management’s
to formulate and implement general policies of the business effectively.
PURE STRATEGY
• Pure strategy involves the utilization of resources in one area of operation at a time.
MIXED STRATEGY
• It involves a number of strategies simultaneously.• It combines pure strtegies in a variety of ways depending upon
a given situation.
Major• e.g. If it
relates to the purchase of a site for a factory it is major decision
Minor
• e.g. Purchase of a stationary is a minor matter
Programmed
Concerned with relatively routine problems
They are structured and repetative
Risks involving is not high
Such decisions are taken by the board of directors or committee
experts
Such decisions are made by manager as an individual and not
as a member
Organisational or group decision
Personal or individual decision
Policy decisions are taken by top management
Operating decisions are taken by lower level management
Policy or Intitutional decision
Operating decision
• “Videocon international” the domestic electronic major adopts strategic management techniques to produce most advanced, internationally competitive consumer electronics and home appliances for Indian consumers at an affordable price, to become a market leader in this segment.
• The denim giant, “Arvind mills” adopts strategic management to achieve global dominance in selected business, through continuous product and technological innovation, customer orientation and a focus on cost effectiveness.