Z01940010120174033robbins - Mgmt13e - Inppt - 09asli
Z01940010120174033robbins - Mgmt13e - Inppt - 09asli
Z01940010120174033robbins - Mgmt13e - Inppt - 09asli
STRATEGY
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2016 Pearson Education, Ltd
Ltd. 9-1
LEARNING OBJECTIVES
1. Define strategic management and explain why it’s
important.
2. Explain what managers do during the six steps of the
strategic management process.
• Know how to identify your own personal strengths and
weaknesses and deal with them.
• Develop your skill at strategic planning.
3. Describe the three types of corporate strategies.
4. Describe competitive advantage and the competitive
strategies organizations use to get it.
5. Discuss current strategic management issues.
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WHAT IS STRATEGIC MANAGEMENT?
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WHY IS STRATEGIC MANAGEMENT
IMPORTANT?
1. It results in higher organizational
performance.
2. It requires that managers examine and
adapt to business environment
changes.
3. It coordinates diverse organizational
units, helping them focus on
organizational goals.
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THE STRATEGIC MANAGEMENT
PROCESS
Strategic management process – a six-
step process that encompasses strategic
planning, implementation, and evaluation.
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EXHIBIT 9-1
STRATEGIC MANAGEMENT PROCESS
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THE STRATEGIC MANAGEMENT
PROCESS (CONT.)
Step 1: Identifying the organization’s
current mission, goals, and strategies:
– Mission: a statement of the purpose of an
organization.
• The scope of its products and services
– Goals: the foundation for further planning.
• Measurable performance targets
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EXHIBIT 9-2:
COMPONENTS OF A MISSION STATEMENT
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THE STRATEGIC MANAGEMENT
PROCESS (CONT.)
Step 2 : Doing an external analysis
– The environmental scanning of specific and
general environments.
• Focuses on identifying opportunities and threats
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THE STRATEGIC MANAGEMENT
PROCESS (CONT.)
Step 3: Doing an internal analysis
– Assessing organizational resources, capabilities, and
activities:
• Strengths create value for the customer and
strengthen the competitive position of the firm.
• Weaknesses can place the firm at a competitive
disadvantage.
– Steps 2 and 3 combined are called a SWOT analysis.
(Strengths, Weaknesses, Opportunities, and Threats)
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SWOT ANALYSIS
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STRENGTHS AND WEAKNESSES
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THE STRATEGIC MANAGEMENT
PROCESS (CONT.)
Step 4: Formulating strategies
– Develop and evaluate strategic alternatives.
– Select appropriate strategies for all levels in the
organization that provide relative advantage
over competitors.
– Match organizational strengths to environmental
opportunities.
– Correct weaknesses and guard against threats.
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THE STRATEGIC MANAGEMENT
PROCESS (CONT.)
Step 5: Implementing strategies
– Implementation – effectively fitting organizational structure and
activities to the environment.
– The environment dictates the chosen strategy; effective strategy
implementation requires an organizational structure matched to
its requirements.
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WHAT IS CORPORATE STRATEGY?
Corporate strategy – an organizational
strategy that determines what businesses a
company is in or wants to be in, and what it
wants to do with those businesses.
Strategic Business Unit (SBU) – the single
independent businesses of an organization
that formulate their own competitive
strategies.
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TYPES OF CORPORATE STRATEGIES
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EXHIBIT 9-3
TYPES OF ORGANIZATIONAL STRATEGIES
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GROWTH STRATEGIES
Growth Strategy – a corporate strategy that’s
used when an organization wants to expand
the number of markets served or products
offered, through either its current business(es)
or new business(es).
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TYPES OF GROWTH STRATEGIES
Concentration – focuses on its primary line of
business and increases the number of products
offered or markets served in this primary business.
Vertical integration
– Backward vertical integration – the organization
becomes its own supplier.
– Forward vertical integration – the organization
becomes its own distributor.
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TYPES OF GROWTH STRATEGIES (CONT.)
Horizontal integration – a company grows by
combining with competitors.
Diversification
– Related diversification – when a company
combines with other companies in different, but
related industries.
– Unrelated diversification – when a company
combines with firms in different and unrelated
industries.
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CORPORATE STRATEGIES (CONT.)
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CORPORATE STRATEGIES (CONT.)
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HOW ARE CORPORATE
STRATEGIES MANAGED?
BCG matrix – a strategy tool that guides
resource allocation decisions on the basis of
market share and growth rate of SBUs.
Four Categories
– Stars
– Cash Cows
– Question Marks
– Dogs
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COMPETITIVE STRATEGIES
Competitive strategy – an organizational
strategy for how an organization will compete
in its business(es).
Competitive advantage – what sets an
organization apart; its distinctive edge.
– Quality as a Competitive Advantage
– Design Thinking as a Competitive Advantage
– Sustaining Competitive Advantage
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FIVE FORCES MODEL
Five forces determine industry attractiveness
and profitability:
1. Threat of new entrants. How likely is it that
new competitors will come into the industry?
2. Threat of substitutes. How likely is it that
other industries’ products can be substituted
for our industry’s products?
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FIVE FORCES MODEL (CONT.)
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CHOOSING A COMPETITIVE
STRATEGY
Cost leadership strategy – when an
organization competes on the basis of having
the lowest costs (costs or expenses, not
prices) in its industry.
Differentiation strategy – a company that
competes by offering unique products that are
widely valued by customers.
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CHOOSING A COMPETITIVE
STRATEGY (CONT.)
Focus strategy – involves a cost advantage
(cost focus) or a differentiation advantage
(differentiation focus) in a narrow segment or
niche.
Stuck in the middle – when costs are too high
to compete with the low-cost leader or when
its products and services aren’t differentiated
enough to compete with the differentiator.
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FUNCTIONAL STRATEGY
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CURRENT STRATEGIC MANAGEMENT
ISSUES
Strategic leadership – the ability to
anticipate, envision, maintain flexibility, think
strategically, and work with others in the
organization to initiate changes that will
create a viable and valuable future for the
organization.
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EXHIBIT 9-4
EFFECTIVE STRATEGIC LEADERSHIP
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CURRENT STRATEGIC MANAGEMENT
ISSUES (CONT.)
Strategic flexibility – the ability to
recognize major external changes, to
quickly commit resources, and to
recognize when a strategic decision was a
mistake.
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EXHIBIT 9-5
DEVELOPING STRATEGIC FLEXIBILITY
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IMPORTANT ORGANIZATIONAL
STRATEGIES FOR TODAY’S ENVIRONMENT
e-Business strategies
– Cost Leadership – online activities: bidding, order
processing, inventory control, recruitment and
hiring.
– Differentiation – Internet-based knowledge
systems, online ordering and customer support.
– Focus – chat rooms and discussion boards,
targeted Web sites.
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IMPORTANT ORGANIZATIONAL STRATEGIES
FOR TODAY’S ENVIRONMENT (CONT.)
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EXHIBIT 9-6
FIRST-MOVER ADVANTAGES AND DISADVANTAGES
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