The Strategy- Chapter 2

Making Process
Prepared by: Samia Shanjabin
Department of Innovation & Entrepreneurship

Course book:
Competitive Advantage
Competitive Advantage
It is anything that
gives a company an
edge over its
competitors, helping
it attract more
customers and grow
its market share.
Case
study
 Levels of Strategic Management

1.Corporate level: Apex of the decision making in an

organization such as CEO
2.Business level managers: It is considered as a self
contained division.
3.Functional level managers: They are responsible
for specific business function.
Levels of Strategic Management
Serendipity strategy

Accidental events that help to push companies in new

and profitable directions.
Example: 3M company’s Scotchgard.
 Strategies

Intended/ planned strategy: Intended strategies are the

strategies that an organization hopes to execute. These are
derived from the strategic plan prepared by the company’s top
management. Intention is the starting point of the planning
process developed in order to achieve a specific objective.
Emergent strategies: It is unplanned responses to
unplanned responses to unplanned circumstances.
Strategies

Realized strategies: Realized strategies are a product of a firm's

intended strategy (i.e., what the firm planned to do)
 Example of Strategy

Intended Strategy
David McConnell aspired to be a writer. When his books weren’t selling he decided to give
out perfume as a gimmick.
Emergent Strategy
The perfumes McConnell gave out with his books were popular, inspiring the foundation of
the California Perfume Company.
Realized Strategy
The company changed its name to Avon in 1939, and its direct marketing system remained
popular for decades. Avon is now available online and in retail outlets worldwide.
THE END