MMS

STRATEGIC MANAGEMENT
UNIT – 01

SHRIPAD BAPAT
 STRATEGY
Derived from the word – “STRATEGOS”
meaning “THE ART OF THE GENERAL”
Defined as “THE ART OF PROJECTING AND
DIRECTING CAMPAIGNS ….A PRELUDE
TO THE BATTLEFIELD”
For the Business World-
IT IS A PLAN OF ACTION AND
ALLOCATION OF RESOURCES FOR
CARRYING OUT VISION OF A COMPANY.
 STRATEGIC MANAGEMENT
• MEANING OF STRATEGIC
MANAGEMENT

• IMPORTANCE OF STRATEGIZING
 COMPONENTS OF STRATEGY
1. VISION .

2. MISSION .

3. GOALS .

4. OBJECTIVES .

5. PLANS
 1. VISION
A VISION PORTRAYS COMPANY’S FUTURE .

e.g.
NIKE’S VISION .

1960s – CRUSH ADIDAS .

CURRENT – TO BE NUMBER ONE
ATHELETIC COMPANY IN THE WORLD .
 VISION
• MEANING
• BENEFITS
• FEATURES
EXAMPLEe.g.
NIKE’S VISION .
1960s – CRUSH ADIDAS .
CURRENT – TO BE NUMBER ONE
ATHELETIC COMPANY IN THE WORLD
.
 2. MISSION
MISSION DESCRIBES COMPANY’S
PRESENT .

e.g.

NIKE’S MISSION – TO BRING

INSPIRATION AND INNOVATION TO
EVERY ATHLETE IN WORLD .
 MISSION
• MEANING
• CHARACTERISTICS
• BENEFITS
• COMPONENTS
• EXAMPLE
NIKE’S MISSION – TO BRING
INSPIRATION AND INNOVATION TO
EVERY ATHLETE IN WORLD .
 3. GOALS
GOALS SHOULD BE SMART .

S → SPECIFIC .
M → MEASURABLE .
A → ASPIRATIONAL .
R → REALISTIC .
T → TIME BOUND .

IT IS SAID THAT GOALS SHOULD BE ACHIEVABLE , BUT

VISION SHOULD BE COMPLEX . ACCORDING TO DAN
ROCKWELL , A LEADERSHIP CONSULTANT ‘ IF YOU CAN
REACH YOUR VISION WITH CURRENT RESOURCES , YOU
NEED A BIGGER VISION ’ .

e.g.

TO ACHIEVE RS.1 LAKH CRORES SALES BY 2020 .

 GOALS
GOALS CAN BE SHORT TERM AND LONG TERM . SHORT TERM
GOALS ARE FROM 3 TO 5 YEARS DURATION . ANYTHING
ABOVE 5+ YEARS DURATION ARE LONG TERM GOALS .

e.g.

1. OPEN 50 RESTAURANTS IN INDIA BY 2018 .

2. OPEN 100 RESTAURANTS IN CHINA BY 2020 .
3. INCREASE NUMBER OF INTERNATIONAL RESTAURANTS
FROM 12,000 IN 2020 TO 15,000 IN 2025 .

• IMPORTANCE
• CHARACTERISTICS
 4. OBJECTIVES
ONE NEEDS TO DEFINE OBJECTIVES TO ACHIEVE
A GOAL .

OBJECTIVES ARE LONG TERM BROADER

PERCEPTIONS, DEFINING PURPOSE OF YOUR
BUSINESS ACTIONS.

• CHARACTERISTICS
• IMPORTANCE
• STEPS IN OBJECTIVE FORMULATION
• GUIDELINES FOR OBJECTIVE SETTING
 5. PLANS
A PLAN IS A COURSE OF ACTION.

PLANS ARE CATEGORIZED AS:

1. STANDING PLANS
THESE INCLUDE MISSION, OBJECTIVES, POLICIES,
PROCEDURES, RULES ETC.

2. ADHOC / SINGLE USE PLANS

THESE INCLUDE PROGRAMMES, BUDGETS,
SCHEDULES, PROJECTS, STANDARDS ETC.
THANK YOU !