I.

Strategic Management:
1. What Is Strategic Management?:
- Strategic management is the set of managerial decisions and actions that determines the long-run performance of an
organization. It is what managers do to develop the organization’s strategies.
- Strategies are plans for how the organization will do what’s in business do, how it will compete successfully, and how it
will attract and satisfy its customers in order to achieve its goals.
- One term used in strategic management is business model, which simply is how a company is going to make money. It
focuses on two things: (1) whether customers will value what the company is providing and (2) whether the company can
make any money doing that.

2. Why Is Strategic Management Important?:

- It can make a difference in how well an organization performs. It appears that organizations that use strategic
management do have higher levels of performance.
- Managers in organizations of all types and sizes face continually changing situations. They cope with this uncertainty by
using the strategic management process to examine relevant factors and decide what actions to take.
- Organizations are complex and diverse. Each part needs to work together toward achieving the organization’s goals;
strategic management helps do this.

II. The Strategic Management Process:

● The strategic management process is a six-step process that encompasses strategy planning, implementation, and evaluation.

1. Step 1: Identifying the Organization’s Current Mission, Goals, and Strategies:

- Goals: the foundation for further planning → measurable performance targets.
 - Every organization needs a mission - a statement of its purpose. Defining the mission forces managers to identify what’s
in business to do, or the scope of its products and services. Some components of a mission statement:
+ Customers: Who are the firm’s customers?
+ Markets: Where does the firm compete geographically?
+ Concern for survival, growth, and profitability: Is the firm committed to growth and financial stability?
+ Philosophy: What are the firm’s basic beliefs, values and ethical priorities?
+ Concern for public image: How responsive is the firm to societal and environmental concerns?
+ Products or services: What are the firm’s major products or services?
+ Technology: Is the firm technologically current?
+ Self-concept: What are the firm’s major competitive advantage and core competencies?
+ Concern for employees: Are employees a value asset of the firm?

2. Step 2: Doing an External Analysis:

- Managers do an external analysis so they know, for instance, what the competition is doing, what pending legislation might
affect the organization, or what the labor supply is like in locations where it operates.
- In an external analysis, managers should examine the economic, demographic, political/legal, sociocultural,
technological, and global components to see the trends and changes.
- Then managers need to pinpoint opportunities that the organization can exploit and threats that it must counteract or
buffer against. Opportunities are positive trends in the external environment, threats are negative trends.

3. Step 3: Doing an Internal Analysis:

- An organization’s resources are its assets - financial, physical, human, and
intangible - that it uses to develop, manufacture, and deliver products or
services to customers.
- Its capabilities are its skills and abilities in doing the work activities needed in
its business - “how” it does it work.
- The organization’s major value-creating capabilities that determine its
competitive weapons are core competencies.
- After completing an internal analysis, managers should be able to identify
organizational strengths and weaknesses.
+ Any activities the organization does well or any unique resources that it has are called strengths.
 + Weaknesses are activities that the organization doesn’t do well or resources it needs but doesn’t process.
- The combined external and internal analysis are called the SWOT analysis, an analysis of the organization’s strengths,
weaknesses, opportunities, and threats.
- After completing the SWOT analysis, managers are ready to formulate appropriate strategies that:
+ Exploit an organization’s strengths and external opportunities.
+ Buffer or protect the organization from external threats.
+ Correct critical weaknesses.

4. Step 4: Formulating Strategies:

- As manager formulate strategies, they should consider the realities of the external environment and their available
resources and capabilities in order to design strategies that will help an organization achieve its goals.
- The three main types of strategies managers will formulate include corporate, competitive, and functional. Top-level
managers typically are responsible for corporate strategies, multi-level managers for competitive strategies, and lower-
level for the functional strategies.

5. Step 5: Implementing Strategies:

● No matter how effectively an organization has planned its strategies, performance will suffer if the strategies aren’t
implemented properly.
● Leadership:
- Use persuasion.
- Motivate employees.
- Shape culture/values.
● Structure:
- Design organizational chart.
 - Create teams.
- Determine centralization/ decentralization.
- Arrange facilities, task design.
● Human Resources:
- Recruit/ select employees.
- Manage promotions/ transfers/ training.
- Direct layoffs/ recalls.
● Information and Control Systems:
- Revise pay, reward systems.
- Change budget allocations.
- Implement information systems.
- Apply rules/ procedures.

6. Step 6: Evaluate Results:

- How effective have the strategies been at helping the organization reach its goals?
- What adjustments are necessary?

III. Corporate Strategies:

1. What Is Corporate Strategy?:
- A corporate strategy is one that determines what businesses a company is in or wants to be and what it wants to do with
those businesses: grow them, keep them the same, or renew them.
- It’s based on the mission and goals of the organization and the roles that each business unit of the organization will play.

2. What Are the Types of Corporate Strategy?:

a) Growth:
- A growth strategy is when an organization expands the number of markets served or products offered, either
through its current businesses or through new businesses. Because of its growth strategy, an organization may
increase revenues, number of employees, or market share.
- Organizations grow by using concentration, vertical integration, horizontal integration, or diversification.
 - Concentration: Focuses on the organization’s primary line of business and increases the number of products
offered or markets served in this primary business.
- Vertical integration:
+ In backward vertical integration, the organization becomes its own supplier so it can control its inputs.
+ In forward vertical integration, the organization becomes its own distributor and is able to control its
outputs.
- Horizontal integration: a company grows by combining with competitors. The US Federal Trade Commission
usually scrutinizes these combinations closely to see if consumers might be harmed to decreased competition.
- Diversification:
+ Related diversification happens when a company combines with other companies in different, but related
industries.
+ Unrelated diversification is when a company combines with firms in different and unrelated industries,
b) Stability:
- A stability strategy is a corporate strategy in which an organization continues to do what is currently doing. It is
characterized by an absence of significant chang in what the organization is currently doing. Examples of this
strategy include continuing to serve the same clients by offering the same product or service, maintaining market share,
and sustaining the organization’s current business operations.
- The organization doesn’t grow, but doesn’t fall behind, either.
c) Renewal:
- A strategy designed to address organizational weaknesses that are leading to performance declines. The two main
types of renewal strategies are retrenchment and turnaround strategies.
- A retrenchment strategy is a short-run renewal strategy used for minor performance problems. This strategy helps
an organization stabilize operations, revitalize organizational resources and capabilities, and prepare to compete
once again.
- When an organization’s problems are more serious, more drastic action - the turnaround strategy - is needed.
Managers do two things for both renewal strategies: cut costs and restructure organizational operations. However,
in a turnaround strategy, these measures are more extensive.
3. How Are Corporate Strategies Managed?:
- When an organization’s corporate strategy encompasses a number of businesses, managers can manage this collection, or
portfolio, of business using a tool called a corporate portfolio matrix. This matrix provides a framework for
understanding diverse businesses and helps managers establish priorities for allocating resources.
- The BCG matrix was developed by the Boston Consulting Group and introduced the idea that an organization’s various
businesses could be evaluated and plotted using a 2 x 2 matrix to identify which ones offered high potential and which
were a drain on organizational resources.
- The horizontal axis represents market share (low or high), and the vertical axis indicates anticipated market growth (low
or high). A business unit is evaluated using a SWOT analysis and placed in one of the four categories:
+ Stars: High market share/ High anticipated market growth → Heavy investment in stars will help take advantage
of the market’s growth and help maintain high market share. It will eventually develop into cash cows as their
markets mature and sales growth slows.
+ Cash Cows: High market share/ Low anticipated market growth → Managers should “milk” cash cows for as
much as they can, limit any new investment in them, and use the large amounts of cash generated to invest in stars
and question marks with strong potential to improve market share.
+ Question Marks: Low market share/ High anticipated market growth → Some will be sold off and others
strategically nurtured into stars.
+ Dogs: Low market share/ Low anticipated market growth → The dogs should be sold off or liquidated as they
have low market share in markets with low growth potential.
IV. Competitive Strategies:
- A competitive strategy is a strategy for how an organization will compete in businesses. For a small organization in only one line
of business or a large organization that has not diversified into different products or markets, its competitive strategy describe
how it will compete in its primary or main market.
- For organizations in multiple businesses, each business will have its own competitive strategy that defines its competitive
advantage, the products or services it will offer, the customers it wants to reach, and the like.
- When an organization is in several different businesses, those single businesses that are independent and that have their own
competitive strategies are referred to as strategic business units (SBUs).

1. The Role of Competitive Advantage:

- A competitive advantage is what sets an organization apart - its distinct edge. That distinctive edge can come from the
organization’s core competencies by doing something that others cannot do or doing it better than others can do it.
- Or competitive advantage can come from the company’s resources because the organization has something its
competitors do not have.
a) Quality as a competitive advantage:
- Differentiates one firm from its competitors.
- Can create a sustainable competitive advantage.
 - Represents the company’s focus on quality management to achieve constant improvement and meet customers’
demand for quality and reliability.
b) Five Forces Model: In any industry, five competitive forces dictate the rules of competition. Together, they determine
industry attractiveness and profitability, which managers assess using these five factors:
- Threats of new entrants: How likely is it that new competitors will come into the industry?:
+ Production costs: Are there any economies of scale? What are the capital requirements? What is the absolute
advantage?
+ Brand: How different is the product? How strong is the brand identity? How high are the switching costs?
+ Distribution: Is it easy to access distribution channels? What are the government policies?
- Threats of substitutes: How likely is it that other industries’ products can be substituted for our industry’s
products?:
+ What is the relative price performance of substitutes?: What are the prices of my products comparatively?
Are the substitutes prices stable (increase or decrease)?
+ How high are switching costs?: What are the differences relative to my products? What would the costs
incurred be to change my products?
+ What is the buyer propensity to substitute?: What are the buyers preferences on the product category?
What are the differences regarding my products (quality, prices)?
- Bargaining power of buyers: How much bargaining power do buyers (customers) have?:
+ Buyer’s type: What is the buyer volume? What are the buyer switching costs relative to the firm’s? Is the
buyer capable of backward integration?
+ Information: How much information does the buyer have? Are they attracted by substitutes or product
differentiation?
+ Brand awareness: How does the buyer judge the brand identity? How high is the impact of quality/
performance?
- Bargaining power of suppliers: How much bargaining power do suppliers have?
+ Substitution: What are the switching costs of suppliers and firms in the industry? Is there any presence of
substitute inputs?
+ Players: What is the suppliers’ concentration? How high is the concentration of suppliers?
 + Integration: What is the suppliers’ threat of forward integration? What is the buyer’s threat of backward
integration?
- Current rivalry: How intense is the rivalry among current industry competitors?
+ Competitors: How many direct or indirect competitors are there? What are the size of my competitors? How
diverse are my competitors?
+ Industry: What is the industry growth rate? What are the strategic stakes?
+ Products: How different is my product? What are the buyers’ switching costs?

2. The Role of Competitive Advantage:

- When an organization competes on the basis of having the lower costs (costs or expenses, not prices) in its industry, it’s
following a cost leadership strategy.
- A company that competes by offering unique products that are widely valued by customers is following a differentiation
strategy. Product differences may come from exceptionally high quality, extraordinary service, innovative design,
technological ability, or an unusually positive brand image.
→ These two competitive strategies are aimed at the broad market.
- The focus strategy involves a cost advantage (cost focus) or a differentiation strategy (differentiation focus) in a narrow
segment or niche. Segments can be based on product variety, customer type, distribution channel, or geographical
location. Whether a focus strategy is feasible depends on the size of the segment and whether the organization can make
money serving that segment.
- Stuck in the middle: an organization can’t develop a cost or a differentiation advantage, when its 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.
- The functional strategies are the strategies used by an organization’s various functional departments to support the
competitive strategy.