1、Strategic Management:Lecture OneIntroduction to StrategyDr Ita ODonovan精選pptWhat are we talking about?Strategy concerned with scope of organisations activitiesStrategy seeks to match activities of an organisation to the environment in which it operatesStrategy seeks to match organisations activities

2、 with its resource capabilityStrategies are likely to affect operational decisionsStrategies affected by values and expectations精選pptWhat are we talking about? continued Strategies affect long term direction of an organisationIf we wish for a working definition:“Strategy can be seen as the direction

3、 and scope of an organisation over the long term: in a perfect world it matches its resources to its changing environment with an emphasis on markets, customers, clients so as to meet stakeholders expectations.”精選pptA Framework: Language of StrategyMissionKey Statement of intent in line with values

4、and expectation of A personalStakeholders ExampleGoalGeneral Statement of aim Be healthyor purpose look goodObjectiveQuantification of precise statement of goal Lose weightStrategiesBroad categories of action Lose 5 kilosto achieve objectives by January 2011Action/tasksIndividual steps to implement

5、Eat no sweets strategies ( may be operational) limit alcohol swim every dayControlMonitoring of action steps Weigh every ( performance management) day, decide if action neededRewardsA benefit for reaching the objective ( e.g. bonus) Buy a new suit精選pptStrategic and Operational ManagementStrategic Ma

6、nagementOperational ManagementAmbiguityComplexityNon routineOrganisation-wideFundamentalSignificant changeEnvironment or expectation drivenRoutinisedOperational specificSmall- scale changeResource driven精選pptA Basic ModelStrategic Analysis Strategic Strategy Choice Implementation 精選pptStrategic Anal

7、ysisThe aim of strategic analysis is to form a view of the key influences on the present and future well being of the organisation. These are the what is affecting us questions, understanding where the business is currently positioned, what changes are taking place, what do our stakeholders want; wh

8、at are the unions concerned with. How might this affect the present and future position?精選pptAspects of Strategic analysisStrategicCapabilityStakeholdersexpectationsThe EnvironmentOrganisationalCultureStrategic Analysis精選pptStrategic ChoiceGenerating strategic optionsGeneric strategy;Strategic direc

9、tionAppropriate methodsEvaluating strategic optionsStrategic fit, feasibility, acceptabilitySelection of the strategy精選pptStrategy ImplementationStrategy into ActionResource planningOrganisational structureOrganisational systemsI T systems,Human resourcesTraining and developmentGeographical spread精選

10、pptA summary model of the elementsStrategicAnalysisStrategic ChoiceStrategyImplementationThe EnvironmentCulture andStakeholdersexpectationsResources andStrategiccapabilityPlanning and AllocatingresourcesOrganisation structure and designManaging strategic changeSelecting strategyEvaluatingOptionsIden

11、tifyingStrategic options精選pptStrategic Management in different contextsSmall business ( Smes)Multinational corporationProfessional partnershipNon governmental sectorPublic sector精選pptExercise Lecture One:All Students to read Chapter One in De Wit and Ron MeyerIndividual Exercise: using the framework on slide four ( heading: A Framework) write out a strategy statement for an organisation you know. It may be from any sector. Submit paper in written form signed by you and your name printed on top