22-04-2014, 12:41 PM
The Manager as a Planner and Strategist
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Learning Objectives
After studying the chapter, you should be able to:
Identify the three main steps of the planning process and the relationship between planning and strategy.
Describe some techniques managers can use to improve the planning process so they can better predict the future and mobilize organizational resources to meet future contingencies.
Differentiate between the main types of business-level strategy and explain how they give an organization a competitive advantage lead to superior performance.
Differentiate between the main types of corporate-level strategies and explain how they are used to strengthen a company’s business-level strategy and competitive advantage
Planning and Strategy
Planning
Identifying and selecting appropriate goals and courses of action for an organization.
The organizational plan that results from the planning process details the goals and specifies how managers will attain those goals.
Mission Statement
A broad declaration of an organization’s overriding purpose
Identifies what is unique or important about its products
Seeks to distinguish or differentiate the organization from its competitors
The Nature of the Planning Process
To perform the planning task, managers:
Establish where an organization is at the present time
Determine its desired future state
Decide how to move it forward to reach that future state
Levels of Planning
Corporate-Level Plan
Top management’s decisions pertaining to the organization’s mission, overall strategy, and structure.
Provides a framework for all other planning.
Corporate-Level Strategy
A plan that indicates in which industries and national markets an organization intends to compete.