Class Notes Flashcards
Define Strategy
‘Strategy is the direction and scope of an organisation over the long term, which achieves advantage for the organisation through its configuration of resources within a changing environment, to meet the needs of markets and to fulfil stakeholder expectations.’
Define corporate strategy
‘Corporate strategy is concerned with an organisation’s basic direction for the future, its purpose, its ambitions, its resources and how it interacts with the world in which it operates.’
What two things may an organisation orientate their corporate strategy around?
1) External - The market and what customers want - positioning view
2) Internal - Resources and competences it has or would like to have - Resources view
What are the characteristics of the positioning view?
1) Focus on customers
2) Building market share
3) Reduction of costs
4) Strong relationships
What must an organisation be aware of when using the positioning approach?
Fashions, brand loyalty and technology change over time. Company and products must stay relevant to avoid becoming obsolete
What are the characteristics of the resource based view?
1) Using superior competences
2) Creation of new markets
3) Continual development and acquisition of new resources and competences to maintain the competitive advantage
What are the theories for positioning view?
Porter’s Five Forces
Porter’s Generic Strategies
Life Cycle Analysis
BCG Matrix
What are the theories for resource view?
9M’s
Benchmarking
Porter’s Value Chain
What is a Strategic Business Unit? (SBU)
A relatively autonomous division of a large company that operates as an independent enterprise with responsibility for a particular range of products or activities.
What is a strategic mission?
A formal summary of the aims and values of the organisation.
What is the difference between a strategic mission and vision?
Vision is idealistic
What is a corporate goal?
Targets that are set for the organisation according to the mission and its primary objective. Do not meet SMART criteria
What are corporate objectives for?
Informs the Corporate Strategy:
essentially, how to meet the objectives determined by the board
What are the SBU Objectives for?
Informs the Business Strategy: each SBU determines how it will meet the objectives handed to it by the board
What are functional objectives for?
Informs the Functional Strategy: how the day-to-day operations will fulfil the business objectives and business strategy
According to the Ashridge College model of mission, what 4 elements should as successful mission statement contain?
Reason
Strategy
Values
Policies
In Ashridge College model, what is ‘reason’?
Why the organisation exists and/or for whom
In Ashridge College model, what is ‘strategy’?
The way the organisation will achieve its mission. This could be through a competitive position or distinctive competence.
What is the acronym for the Ashridge College model?
RSVP
In Ashridge College model, what is ‘values’?
What the organisation believes in, which should be replicated in the employees’ own values
In Ashridge College model, what is ‘policies’?
The policies and behavioural patterns underpinnings its work
What can a mission statement do?
Can help to communicate the nature of the organisation to its stakeholders and help instil core values in its employees.
The board must ensure the mission remains …. to the organisation
Relevant
What is the primary goal of a profit seeking organisation?
Maximise shareholder wealth