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Your company must have a real-world strategic plan that carefully considers the reality of your competitive marketplace. With that plan in place, each department within the organization should have a well-coordinated strategic plan and tactics to support the company’s über-goal. Everything you do should be designed to deploy and advance that strategy.
Scenarios should be designed to challenge established views, to overcome business-as-usual complacency and to enable both established formulas and new ideas to be tested. Seeing reality from different perspectives mitigates the pitfalls of groupthink, fragmentation, procrastination, hindsight bias, shifting responsibility and bolstering commitment to failing strategies.
No single metric has more drama surrounding it than quarterly revenue. Make it, and you’re a hero. Miss it, and you may not have a job. But beneath the drama lies real danger. In my experience, nothing has done more long-term damage to promising young companies than focusing on quarterly revenue.
Great CEOs are great leaders. They know themselves and what they stand for. They have been called on all their lives as problem solvers because others know them to be fair and impartial. People respect their opinions and look to them for guidance.

Flying Blind

What about your financial results? What are your sales and profit margins? What are your prices and costs? Look at your sales figures and break them down by product, product line, service, market, and distribution channel. What are your financial strengths and weaknesses? What are the resources that you have available?
Ad hoc firms are low process and high input. These firms do not have a codified, recurring process that they follow every time they make a strategic change. But when a change needs to be made, the leader pulls their team together to take action. The exact steps the firm follows and the exact people in the room change from one decision to the next. The benefit of an ad hoc system is that rigid rules don’t constrain the firm.
A good strategy contains a diagnosis that defines or explains the nature of the challenge. A good diagnosis simplifies the often overwhelming complexity of reality by identifying certain aspects of the situation as critical. It also contains a guiding policy for dealing with the challenge. This is an overall approach chosen to cope with or overcome the obstacles identified in the diagnosis.
Every great strategy has focus, and a company’s strategic profile, or value curve, should clearly show it. Investing across the board and lettin competitors’ moves set their agendas results in costly business models.

Business Strategy Formulation

A small company may adopt a growth strategy by finding a new market for its products. Sometimes, companies find new markets for their products by accident. For example, a small consumer soap manufacturer may discover through marketing research that industrial workers like its products. Hence, in addition to selling soap in retail stores, the company could package the soap in larger containers for factory and plant workers.
An organization exists as part of a system composed of transactions between itself and its key stakeholders such as customers, employees, suppliers, and shareholders. Organizations differ in the detail of these sets, depending on the complexity of the industry in which they’re located.
Many directors and managers find their time completely occupied by ‘fire-fighting’, dealing with the crises and problems that are occurring today, rather than considering what is necessary to ensure the survival and eventual success of the business. Their skill and effort is absorbed in evaluating and taking tactical operational decisions whilst the business as a whole may be failing.
Corporate objectives turn vision and mission into specific items to be accomplished. They should also be written to include specific measurements to know if success has been achieved. Corporate goals can be set for many years in advance. With the current pace of change, focus on three years out at the most for setting real objectives. Objectives must be updated often and most companies set a planning structure to update them on an annual basis. You want to do the most detailed planning for work you decide is the next step toward your vision—work that can and should be done right away or in the next 12 months.

Values Create A Strong Foundation

Who or what is your competitor for your product or service today? Who are your main competitors? Who are your smaller competitors? What else is your competitor? Since you are asking a potential customer to give you a certain amount of money in order to acquire a certain benefit or advantage, where else can your potential customer spend that same amount of money to get an equal or better advantage or benefit? This is an extremely important question.
The heartbeat of any sizable business is the rhythmic pulse of standard procedures for buying, processing, and marketing goods. Its more conscious actions are guided by less rhythmic but still well-marked paths. Even the breathless chase after an important new client, the sizing of a new facility, and the formulation of plans are familiar moves in a game that has been played before.
In many situations, the main impediment to action is the forlorn hope that certain painful choices or actions can be avoided — that the whole long list of hoped-for “priorities” can all be achieved. It is the hard craft of strategy to decide which priority shall take precedence. Only then can action be taken. And, interestingly, there is no greater tool for sharpening strategic ideas than the necessity to act.
Chief strategy officers and those responsible for choosing the direction of their organizations are often asked to facilitate “visioning” meetings. This helps teams brainstorm ideas, but it isn’t a substitute for critical thinking about the future. Neither are the one-, three-, or five-year strategic plans that have become a staple for most organizations, though they are useful for addressing short-term operational goals.

Invest In People

Great CEOs seek out feedback. They want to know how others see them so that they can understand themselves better and continue to grow as people. They also want feedback about the company from an employee perspective, and they use surveys as a starting point for creating a dialogue to make things better.
There has been a lot of ink spilled on the inner logic of competitive strategy and on the mechanics of advantage. But the essential difficulty in creating strategy is not logical; it is choice itself. Strategy does not eliminate scarcity and its consequence — the necessity of choice.
How well does your business strategy support the fulfillment of your company’s purpose? Purpose is what the business is trying to achieve. Strategy is how the business will achieve it. Purpose is enduring — it is the north star toward which the company should point. Strategy involves choices about what products and services to offer, which markets to serve, and how the company should best set itself apart from rivals for competitive advantage.
Sometimes your method of distribution determines the products or services that you offer, and the way that you offer them. For example, Avon distributes products by demonstrating its cosmetics to women both individually and in groups. This face-to-face method of distribution determines the entire structure of the company, including what new products Avon will offer, how those products will be priced, sold, and delivered, and the company’s entire reimbursement and financial structure.

Reach Beyond Existing Demand

In creating strategy, it is often important to take on the viewpoints of others, seeing how the situation looks to a rival or to a customer. Advice to do this is both often given and taken. Yet this advice skips over what is possibly the most useful shift in viewpoint: thinking about your own thinking.
A strategic plan cannot be static. It must be adaptable to change and must reflect the process of continuous improvement and development within an organisation. To keep the plan relevant and realistic, it is essential to evaluate and modify it on a rolling basis, mindful of changing circumstances and new opportunities or problems.
The corporate level is the highest and most broad level of the business strategy. It is the business plan which sets the guidelines of what is to be achieved and how the business is expected to achieve it. It sets the mission, vision, and corporate objectives for everyone.
To create strategy in any arena requires a great deal of knowledge about the specifics. There is no substitute for on-the-ground experience. This experience accumulates in the form of associations between situations and “what works” or “what can happen” in those situations.

Determine Your Purpose

Ensure that the products/services you plan to build are unique, with clear differentiation and that they are aligned with your business. Think back to when Apple launched the iPod, a truly innovative product. The company has since been well-known for its brand and quality. Along with its computers, people buy Apple's other products too, like the iPhone, iPad, etc., even though they might be more expensive than the alternatives.
Some CEOs come from sales backgrounds and love the showmanship and one-to-one contact. Other CEOs find sales a challenge and take every rejection personally. Whether you have a sales or other background, your company must constantly and aggressively sell its product. It must follow every lead to new prospects and new customers and meet new needs for existing customers. The CEO is the company’s number one salesperson, and, as with everything else, what the CEO focuses on gets done. Sales must always be a primary focus.
It is not just about a process that drives company and stakeholder value. Resilient business strategies are an essential pathway to achieving a just world and an economy that delivers truly inclusive and sustainable prosperity.
An international strategy is often the first strategy companies use when they expand to secondary markets, and that’s because it’s the most accessible of the four. It’s essentially an extension of your domestic strategy, operating with a central or head office in your home market and exporting your products to target markets.

Brand-building Decisions

Resilient business strategies call for a fresh look at many, if not all, elements of business. While a comprehensive treatment of all such steps is beyond the scope of this paper, we provide a set of steps and actions that companies can take to shift their efforts to achieve better outcomes: stronger businesses and stronger societies, evolving business models, and products and services that deliver value for all stakeholders.
Although corporate objectives are set by leaders and managers, they may begin as a negotiation between the owner or CEO and the managers of the company. The owners or the board want certain things accomplished this year. The managers don’t know if those things are doable given what they know about the capabilities of the company. The discussion of whether the profit goal of 10 percent is realistic this year is important.
Value innovation is a distinct concept. It is about strategy that embraces the entire system of a company’s activities. Value innovation requires companies to orient the whole system toward achieving a leap in value for both buyers and themselves. Absent such an integral approach, innovation will remain divided from the core of strategy.
Great CEOs must constantly develop new products to build and retain a customer base. Foresight is also the ability to hire and retain the right people, looking ahead toward the growth of the company. Finally, over time, each company must develop a steady source of business during both good economic times and bad, because there are sure to be bad economic times during the life of a business.

The Centralization Decision

A number of pillars of business ortho-doxy are being eroded. Many attitudes and beliefs that were relevant thirty, ten or even only five years ago, are now less significant or of noconsequence. If business decisions are to be effective, workable and sound, they must be grounded in the present and the likely future.
A well defined business strategy will offer a guide on how your business is performing internally. Also, how you are performing against your competition and what you need to stay relevant into the future.
We always hope that a brilliant insight or very clever design will allow us to accomplish several apparently conflicting objectives with a single stroke, and occasionally we are vouchsafed this kind of deliverance. Nevertheless, strategy is primarily about deciding what is truly important and focusing resources and action on that objective. It is a hard discipline because focusing on one thing slights another.
While strategic plans identify what your organization should do differently, very few provide a road map for how to build the skills, knowledge, and processes needed to carry out and sustain the critical changes. But without building these capabilities, it’s very difficult to achieve the results you want.

Meeting Challenges And Threats

You should prepare budgets after you set direction with your vision and mission statements and corporate objectives. The budget is the next step in taking you from the generalities of your business plan to the specifics of day-to-day operations. By setting priorities, the budget makes clear what your finances permit you to do to reach your goals. It translates the vision and mission statements and corporate objectives into action. Above all, the budget is a tool for all people who have responsibility for spending money and making money, not just CEOs. The financial statements you show your directors, investors, and lenders don’t tell managers what you expect from them and which of their efforts you value most; your budget does.
To boost performance, well integrated companies don’t have to change their culture; they have to recognize its value and use it to reinforce the way they coalesce across their strategy and execution. These cultures make it easier, not harder, for people to work together across internal boundaries (like those of functions and business units). They have a climate of grand aspiration, drawing people to contribute and excel, and to bring more of themselves to work. The interplay between capabilities and culture becomes a defining feature of the enterprise.
Tacit knowledge should be gathered selectively. You must consciously focus on the knowledge that makes you distinctive. When people are asked what they do at work or what others should learn from them, the first things they say are probably not the most important. You need to probe more deeply, to get past their ordinary perceptions, and to codify not just what people consciously recognize as their work knowledge, but what has been ingrained into unconscious habit.
Who at the enterprise level in your company is responsible for ensuring it’s as strategically aligned as possible? Is their focus and behavior consistent with this responsibility, or is it merely an addition to their overriding day job? Is it the responsibility of your company’s most senior managers, or should it be a more distributed responsibility? How much and how often is time devoted in your company to revisiting its core organizing principles and discussing how to build capability for tomorrow’s customer, versus focusing on today’s business?

Comments

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