Strategic Planning

Strategy Planning
The process of determining a company's long-term goals and then identifying
the best approach for achieving those goals.

Strategy
Long-term action plan for achieving a goal.

Strategy Management
The process chosen by managers to adopt certain strategies for pursuing the
vision of the organization. It consists of five steps.

1. Environmental Analysis

The General environment

a. Economic component

b. Social component

c. Demographic component

d. Social component

e. Political component

f. Legal component

g. Technology component

The Operating Environment

a. Customer component

b. Competition component

c. Labor component

d. Supplier component

The Internal Environment

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 a. All four functions of management

2. Establishment of an organizational direction

a. Determining organizational mission
b. Developing a mission statement

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3. Strategy Formulation

Some Strategy Formulation tools

a. Critical Question Analysis
• Purpose & objectives of an organization
• Current status / progress of the organization
• External & Internal environment
• The Right direction for achieving objectives of organization

b. SWOT Analysis
c. Business Portfolio Analysis
• BCG Growth Share Matrix

• GE Multifactor Portfolio Matrix

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 d. Porters model of industry analysis
Strategy Formulation Types
• Differentiation
• Cost Leadership
• Focus

Some Organizational strategies

• Growth
• Stability
• Strengthening
• Divesture

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 SWOT Analysis
A scan of the internal and external environment is an important part of the
strategic planning process. Environmental factors internal to the firm usually
can be classified as strengths (S) or weaknesses (W), and those external to the
firm can be classified as opportunities (O) or threats (T). Such an analysis of
the strategic environment is referred to as a SWOT analysis.

SWOT Analysis Framework

Environmental Scan
/ \
Internal Analysis External Analysis
/\ /\
Strengths Weaknes Opportunities Th
ses reats
|
SWOT Matrix

Strengths
A firm's strengths are its resources and capabilities that can be used as a basis
for developing a competitive advantage. Examples of such strengths include:

• strong brand names

• good reputation among customers
• cost advantages from proprietary know-how
• exclusive access to high grade raw materials
• favorable access to distribution networks

Weaknesses
The absence of certain strengths may be viewed as a weakness. For example,
each of the following may be considered weaknesses:

• a weak brand name

• poor reputation among customers
• high cost structure
• lack of access to the best raw materials
• lack of access to key distribution channels

In some cases, a weakness may be the flip side of strength. Take the case in
which a firm has a large amount of manufacturing capacity.

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Opportunities
The external environmental analysis may reveal certain new opportunities for
profit and growth. Some examples of such opportunities include:

• an unfulfilled customer need

• arrival of new technologies
• loosening of regulations
• removal of international trade barriers

Threats
Changes in the external environmental also may present threats to the firm.
Some examples of such threats include:

• shifts in consumer tastes away from the firm's products

• emergence of substitute products
• new regulations
• increased trade barriers

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 BCG Growth-Share Matrix

Companies that are large enough to be organized into strategic business units
face the challenge of allocating resources among those units. In the early
1970's the Boston Consulting Group developed a model for managing a
portfolio of different business units (or major product lines). The BCG growth-
share matrix displays the various business units on a graph of the market
growth rate vs. market share relative to competitors:

Resources are allocated to business units according to where they are situated
on the grid as follows:

• Cash Cow - a business unit that has a large market share in a mature,
slow growing industry. Cash cows require little investment and generate
cash that can be used to invest in other business units.

• Star - a business unit that has a large market share in a fast growing
industry. Stars may generate cash, but because the market is growing
rapidly they require investment to maintain their lead. If successful, a
star will become a cash cow when its industry matures.

• Question Mark (or Problem Child) - a business unit that has a

small market share in a high growth market. These business units
require resources to grow market share, but whether they will succeed
and become stars is unknown.

• Dog - a business unit that has a small market share in a mature

industry. A dog may not require substantial cash, but it ties up capital
that could better be deployed elsewhere. Unless a dog has some other
strategic purpose, it should be liquidated if there is little prospect for it to
gain market share.

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The BCG matrix provides a framework for allocating resources among different
business units and allows one to compare many business units at a glance.
However, the approach has received some negative criticism for the following
reasons:

• The link between market share and profitability is questionable since

increasing market share can be very expensive.
• The approach may overemphasize high growth, since it ignores the
potential of declining markets.
• The model considers market growth rate to be a given. In practice the
firm may be able to grow the market.

These issues are addressed by the GE / McKinsey Matrix, which considers

market growth rate to be only one of many factors that make an industry
attractive, and which considers relative market share to be only one of many
factors describing the competitive strength of the business unit.

Recommended Reading

The Boston Consulting Group, Perspectives on Strategy

Perspectives on Strategy contains Bruce Henderson's original writings on the

BCG growth-share matrix. Specific articles include:

• The Product Portfolio - introduces the growth-share matrix and its

dynamics, including the success sequence and the disaster sequence.
• Cash Traps - explains why the majority of products are cash traps.
• The Star of the Portfolio - and why market share is so important.
• Anatomy of the Cash Cow - including the buying and selling of market
share for cash cows.
• The Corporate Portfolio - discussing the advantages of diversified
companies.
• Renaissance of the Portfolio - after the portfolio concept's falling out of
favor, this article makes the case for its return.

The 75 articles in Perspectives on Strategy also include the pricing paradox,

segment-of-one marketing®, time-based competition, and other articles
summarizing the insights of Bruce Henderson and other BCG members.