Strategy - Final

Strategy - Final - Intended Strategy Strategy is...

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Intended Strategy
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Strategy is determining where you want to go and how you will get there.
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What is the ultimate goal of strategy for a firm? Maximize shareholder value “Monopoly” power Bigger can be better Profits – above average Success – but what is success? Staying in business/survival Does strategy imply or require exploitation of other? How do we position ourselves to achieve sustainable above average profits in the long run
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THE FIRM Goals & Values Capabilities Structure & Systems THE INDUSTRY ENVIRONMENT Competitors Customers Suppliers STRATEGY STRATEG Y
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mission situation analysis intended strategy implementation
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However Realized strategy which is the actual strategy that is implemented and comes to fruition as a consequence of implementation and other internal and external factors.—the actual strategy that is implemented—is only partly related to that which was intended (Mintzberg suggests only 10%–30% of intended strategy is realized)
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There is no such thing as a 100% intended or emergent strategy… Things don’t always work out JUST LIKE WE PLANNED Also, without a rough idea of what we want to do we cannot do anything THE STRATEGY THAT ACTUALLY HAPPENS IS THE REALIZED STRATEGY! Strategy is constantly evolving, each strategy effects future strategies.
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Intended Strategy Realized Strategy Unrealized Strategy Deliberate Strategy Emergent Strategy Sustained Superior Performance
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The decisions that emerge from the complex processes in which individual managers interpret the intended strategy and adapt to changing external circumstances
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Case In Point - Honda Quick Walkthrough – Honda Penetrating North American Market. 1. In the Post-War era, Honda Corporation was a supplier of small, rugged “Supercub” motorcycles designed to manoeuvre through the Japan’s congested cities 2.Supercub sales had grown to 300,000 units by 1959, and management, eager to take advantage of Japan’s low labour costs, targeted the North American
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Case In Point - Honda 1.Research showed that Americans used motorcycles for long over-the-road excursions, rather than the short urban trips for which the Supercub was designed – so Honda’s engineers designed and manufactured a larger over-the- road bike for the American market. 2.Honda management reasoned that their labour cost advantage was sufficient to secure at least 10% of the American market in competition against the likes of Harley Davidson and Triumph, and they sent three employees to Los Angeles to launch the effort .
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Case In Point - Honda WAIT A MINUTE !! DID YOU NOTICE SOMETHING Smells like Intent ! Situation
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Strategy - Final - Intended Strategy Strategy is...

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