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Modul 1
Modul 1
(Introduction)
The history of strategic planning began in the military, The word strategy comes from the Greek
Strategos it is combine of Stratos (the army) and ago (to lead)
Strategy is the science of planning and directing large-scale military operation, of maneuvering
force into the most advantageous position prior to actual engagement with the enemy.
Both Business and Military is to gain Competitive Advantage, they try to use their own strength
to exploit competitors weaknesses.
2. Strategy as a means of Establishing an Organizations Purpose in terms of its Long Term Objectives.
4. Strategy as a Response to External Opportunity and Threats, and to Internal Strength and Weaknesses as a Means of
Achieving Competitive Advantage.
5. Strategy as a Logical System for Differentiating Managerial Task at Corporate, Business, and Functional Level.
6. Strategy as a Definition of the Economic and Noneconomic Contribution the Firm Intend to Make to its Stakeholders
Without a strategy, an organization is like a ship without a rudder, going around in circle. It is like a
tramp, it has no place to go. (Joel Ross and Michael Kami)
The formulation of strategy can develop competitive advantage only to the extent that the process
can give meaning to workers in the trenches. (David Hurst)
Most of us fear change, Even when our mind say change is normal, our stomachs quiver at the
prospect. But for strategists and manager today, there is no choice but to change. (Robert
Waterman, JR)
Strategic Management can be defined as the art and science of formulating, implementing, and evaluating
cross-functional decision that enable an organization to achieve its objectives.
The term Strategic Management is used synonymously with the term Strategic Planning
Some time Strategic Management is used to refer : strategy formulation, implementation and evaluation.
Strategic planning referring only strategy formulation.
Financial Benefit
Non Financial Benefit
Greater
Enhanced Deeper/improved Commitment RESULT
Communication Understanding
a. To achieve objectives All managers and
a. Of others views employees on a
Dialogue b. To implement
b. Of what the firm is doing mission to help the firm
Participation / plann ing and why
strategies succeed
c. To work hard
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Fakultas Ekonomi dan Bisnis
School Economics and Business Pitfall of Strategic Planning
Using strategic planning to gain control over Top managers not actively supporting the strategic
decision and resources planning
Doing strategic planning only to satisfy Failing to use plans as a standard for measuring
accreditation or regulatory requirement perf
Too hastily moving from mission development to Delegating planning to planner rather than
strategy formulation involving all manager
Failing to communicate the plan to employees, Failing to involve key employees in all phases of
who continue working in the dark planning
Top manager making many intuitive decision that Failing to create a collaborative climate supportive
conflict with the formal plan of change
Viewing planning as unnecessary or unimportant
Being so formal in planning that flexibility and
creativity are stifled
Competitive Advantage
Strategist
Vision & Mission Statement
Key Terms in External Opportunities & Threats
Strategic Internal Strength & Weaknesses
Management
Long-term Objective
Strategies
Annual Objective
Policies
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Strategy Formulation
Perform External
Strategy Implementation
Audit
Strategy Evaluation
Implement
Generate, Implement Measure,
Develop Vision & Establish Long-term Strategies Mkt,
Evaluate, Choose Strategies Mgt Evaluate
Mission Statement Objective Fin, R&D, Performance
Strategies Issues
Prod/Op, MIS
Perform Internal
Audit
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Corporate Strategy
The companywide game plan for
managing a set of business
Business Strategy
How to strengthen market position and build competitive advantage.
Actions to build competitive capabilities
Functional-Area Strategies
Add relevant detail to the how of overall business strategy
Provide a game plan for managing a particular activity in ways that support the overall business
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Top Management
Corporate Strategy
Middle &
Supervisory
Management
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Corporate
Corporate Strategy Management
Middle &
Supervisory
Management
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Fakultas Ekonomi dan Bisnis
School Economics and Business