Lecture 2 What is Strategy

Lecture 2 What is Strategy - Lecture 2 What is Strategy?...

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Lecture 2 What is Strategy? and Firm Performance
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What is Strategy? How does strategic positioning differ from operational effectiveness? Which companies have been successful in strategic positioning? What makes Southwest Airlines and Ikea different? Why does strategic fit matter (Activity maps)?
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What is Strategy? What went wrong with Continental Lite? Why are tradeoffs so important? Why is it difficult to achieve strategic fit? Why do new entrants have advantage in superior positioning? What is growth trap ? What happened to Maytag and Neutrogena?
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What is Strategy? Strategy is creation of a unique and valuable position, involving a different set of activities Strategy is making trade-offs in competing Strategy is about not to imitate everything about competitors Strategy is about combining activities and maintaining strategic fit Strategy is about pursuing profitable growth
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Starbucks Corp. Chairman and Chief Executive Howard Schultz, left, prepares to drink a shot of espresso from the new machine that will be introduced into company stores, during a demonstration Wednesday, March 19, 2008, at Starbucks' annual shareholders meeting in Seattle. Helping is Starbucks coffee educator Ann-Marie Kurtz, right. http://hbr.org/2010/07/the-hbr-interview-we-had-to-own-the-mistakes/ar/1
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Source: http://brandautopsy.typepad.com/brandautopsy/2007/03/solving_star buc_2.html
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Role of Leadership Provide the discipline to decide which industry changes and customer needs to company will respond to Maintain company’s distinctiveness Which target group of customers, varieties, and needs the company should serve? Teach others in the firm about strategy and to say no Leaders continuously communicate strategy to guide employees in making choices when faced with trade offs
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Iridium Communications Mobile communication services anywhere in the world through a network of 66 satellites Huge customer disappointment By July 1999, more then $5 billion was spent on the project Chapter 11 bankruptcy “We are a classic MBA case study in how not to introduce a product. First we created a marvelous technological achievement. Then we asked how to make money on it.”
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Lecture 2 What is Strategy - Lecture 2 What is Strategy?...

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