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STRATEGIC
MANAGEMENT
Concept of Strategy
Strategic Thinking
What is present situation?
Where do we need to go
from here?
How should we get there?
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Whats the
companys
present
situation?
To evaluate
internal and
external
environment of
the company
industry
conditions and its
resources
strength and
Where does
the
company
need to go
from here
(present)?
To push managers
making choices
about the direction
in which the
company is headedmarket, customers,
and products4
How should
the
company
get there?
To challenge
manager to
craft and
execute
strategy
A Company s Strategy
How
Without a strategy
the organization is
like a ship without a
rudder.
(Joel Ross
and Michael Kami)
Strategy means
making
clear-cut choices about
how to compete.
(Jack Welch
Former CEO, General Electric)
Airlines Services
Retail Industry
Telecommunication Industry
Sustainable strategy is
required to create
competitive advantage is
based on the following
criteria:
Strategy to Generates
Competitive Advantage
AirAsia
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A companys strategy is a
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Business Model
Realized
Strategy
Competitiv
e Initiatives
Business
Approaches
$$
$?
Business
Model
Value
Proposition
Profit
Formula
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Dell Computer
Low cost leadership strategy and direct selling
approach to achieve cost savings (supported IT)
AirAsia
Low cost carried and no baggage service and
other flight services
HP
Low price strategy by selling printers at a low
(virtually break-even) prices, but charging
higher prices on the repeat purchases of
printing supplies, especially ink cartridges
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Crafting
Strategy
To develop the
planned actions
in connection
with the intended
direction
Executing
Strategy
To build a capable
organization and
to run the planned
actions
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The Intended
Direction
(Objectives)
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Strategy on Reflection
What is strategy?
Do we really need strategy?
What for is strategy pursued?
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