CHAPTER 8

STRATEGY
IMPLEMENTATION
AND CONTROL

LEARNING OUTCOMES

After studying this chapter, you will be able to -

 Understand the concept of strategy implementation.
 Appreciate the relationship between strategy formulation and
strategy implementation.
 Examine the issues in strategy implementation.
 Discuss the process of strategic control.
 Explain the concept of strategy audit.
 Discuss Business Process Reengineering as a strategic tool.
 Understand Benchmarking as a strategic tool.

Winning companies know how to do their work better.

– Michael Hammer and James ChampyBruce Henderson

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 8.2 STRATEGIC

CHAPTER OVERVIEW

Interrelathionship
between Strategy
Formulation and
Implementation

Benchmarking Strategic Change

Strategy Implementation
and Control

Business
Process Strategic
Reengineering Control

Strategy Audit

8.1 INTRODUCTION
Strategic management process does not end when the firm decides what
strategies to pursue. There must be a translation of strategic thought into
strategic action. This requires support of all managers and employees of the
business. Implementing strategy affects an organization from top to bottom; it
affects all the functional and divisional areas of a business. Strategy
implementation requires introduction of change in the organisation to make
organisational member adapt to the new environment.
Strategic control is an integral part of strategic management. It focuses on
whether the strategy is being implemented as planned and the results produced
are those intended. In addition, we will also have an overview of the emerging
concepts in strategic management, namely, strategy audit, business process
reengineering and benchmarking.

8.2 STRATEGY IMPLEMENTATION

Strategy implementation concerns the managerial exercise of putting a freshly
chosen strategy into action. It deals with the managerial exercise of supervising

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 STRATEGY IMPLEMENTATION AND 8.3

the ongoing pursuit of strategy, making it work, improving the competence with
which it is executed and showing measurable progress in achieving the targeted
results. Strategic implementation is concerned with translating a strategic
decision into action, which presupposes that the decision itself (i.e., the strategic
choice) was made with some thought being given to feasibility and acceptability.
The allocation of resources to new courses of action will need to be undertaken,
and there may be a need for adapting the organization’s structure to handle new
activities as well as training personnel and devising appropriate systems.
Relationship with strategy formulation
Many managers fail to distinguish between strategy formulation and strategy
implementation. Yet, it is crucial to realize the difference between the two
because they both require very different skills. Also, a company will be successful
only when the strategy formulation is sound and implementation is excellent.
There is no such thing as successful strategic design. This sounds obvious, but in
practice the distinction is not always made. Often people, blame the strategy
model for the failure of a company while the main flaw might lie in failed
implementation. Thus, organizational success is a function of good strategy and
proper implementation. The matrix in the figure below represents various
combinations of strategy formulation and implementation:

Strategy Implementation
Figure: Strategy formulation and implementation matrix
The Figure shows the distinction between sound/flawed strategy formulation and
excellent/ weak strategy implementation.
Square A is the situation where a company apparently has formulated a very
competitive strategy, but is showing difficulties in implementing it successfully.
This can be due to various factors, such as the lack of experience (e.g. for
startups), the lack of resources, missing leadership and so on. In such a situation
the company will aim at moving from square A to square B, given they realize

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 8.4 STRATEGIC

their implementation difficulties. Square B is the ideal situation where a company

has succeeded in designing a sound and competitive strategy and has been
successful in implementing it.
Square D is the situation where the strategy formulation is flawed, but the
company is showing excellent implementation skills. When a company finds itself
in square D the first thing they have to do is to redesign their strategy before
readjusting their implementation/execution skills.
Square C is denotes for companies that haven’t succeeded in coming up with a
sound strategy formulation and in addition are bad at implementing their flawed
strategic model. Their path to success also goes through business model redesign
and implementation/execution readjustment.
Taken together all the elements of business strategy, it is to be seen as a chosen
set of actions by means of which a market position relative to the competing
enterprises is sought and maintained. This gives us the notion of competitive
position.
It needs to be emphasized that ‘strategy’ is not synonymous with ‘long-term plan’
but rather consists of an enterprise’s attempts to reach some preferred future
state by adapting its competitive position as circumstances change. While a series
of strategic moves may be planned, competitors’ actions will mean that the actual
moves will have to be modified to take account of those actions.
In contrast to this view of strategy there is another approach to management
practice, which has been followed in many organizations. In organizations that
lack strategic direction there has been a tendency to look inwards in times of
stress, and for management to devote their attention to cost cutting and to
shedding unprofitable divisions. In other words, the focus has been on efficiency
(i.e., the relationship between inputs and outputs, usually with a short time
horizon) rather than on effectiveness (which is concerned with the attainment of
organisational goals - including that of desired competitive position). While
efficiency is essentially introspective, effectiveness highlights the links between
the organization and its environment. The responsibility for efficiency lies with
operational managers, with top management having the primary responsibility for
the strategic orientation of the organization.

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 STRATEGY IMPLEMENTATION AND 8.5

Strategic Formulation

Operational

Figure: Principal combinations of efficiency and effectiveness

An organization that finds itself in cell 1 is well placed and thrives, since it is
achieving what it aspires to achieve with an efficient output/input ratio. In
contrast, an organization in cell 2 or 4 is doomed, unless it can establish some
strategic direction. The particular point to note is that cell 2 is a worse place to be
than is cell 3 since, in the latter, the strategic direction is present to ensure
effectiveness even if rather too much input is being used to generate outputs. To
be effective is to survive whereas to be efficient is not in itself either necessary or
sufficient for survival.
In crude terms, to be effective is to do the right thing, while to be efficient is to
do the thing right. An emphasis on efficiency rather than on effectiveness is
clearly wrong. But who determines effectiveness? Any organization can be
portrayed as a coalition of diverse interest groups each of which participates in
the coalition in order to secure some advantage. This advantage (or inducement)
may be in the form of dividends to shareholders, wages to employees, continued
business to suppliers of goods and services, satisfaction on the part of consumers,
legal compliance from the viewpoint of government, responsible behaviour
towards society and the environment from the perspective of pressure groups,
and so on.
Even the most technically perfect strategic plan will serve little purpose if it is not
implemented effectively. Many organizations tend to spend an inordinate amount
of time, money, and effort on developing the strategic plan, treating the means
and circumstances under which it will be implemented as afterthoughts. Change
comes through implementation and evaluation, not through the plan. A
technically imperfect plan that is implemented well will achieve more than the
perfect plan that never gets off the paper on which it is typed.

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 8.6 STRATEGIC

Successful strategy formulation does not guarantee successful strategy

implementation. It is always more difficult to do something (strategy
implementation) than to say you are going to do it (strategy formulation).
Although inextricably linked, strategy implementation is fundamentally different
from strategy formulation. Strategy formulation and implementation can be
contrasted in the following ways:
Strategy Formulation Vs. Strategy Implementation

Strategy Formulation Strategy Implementation

 Strategy formulation focuses on  Strategy implementation focuses on
effectiveness. efficiency.
 Strategy formulation is primarily an  Strategy implementation is primarily
intellectual process. an operational process.
 Strategy formulation requires  Strategy implementation requires
conceptual intuitive and analytical motivation and leadership skills.
skills.
 Strategy formulation requires  Strategy implementation requires
coordination among the executives coordination among the executives
at the top level. at the middle and lower levels.
Strategy formulation concepts and tools do not differ greatly for small, large, for-
profit, or non-profit organizations. However, strategy implementation varies
substantially among different types and sizes of organizations. Implementation of
strategies requires such actions as altering sales territories, adding new
departments, closing facilities, hiring new employees, changing an organization’s
pricing strategy, developing financial budgets, developing new employee
benefits, establishing cost-control procedures, changing advertising strategies,
building new facilities, training new employees, transferring managers among
divisions, and building a better management information system. These types of
activities obviously differ greatly among manufacturing, service, and
governmental organizations.
It is to be noted that the division of strategic management into different phases is
only for the purpose of orderly study. In real life, the formulation and
implementation processes are intertwined. Two types of linkages exist between
these two phases of strategic management. The forward linkages deal with the
impact of strategy formulation on strategy implementation while the backward
linkages are concerned with the impact in the opposite direction.
Forward Linkages: The different elements in strategy formulation starting with

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objective setting through environmental and organizational appraisal, strategic

alternatives and choice to the strategic plan determine the course that an
organization adopts for itself. With the formulation of new strategies, or
reformulation of existing strategies, many changes have to be effected within the
organization. For instance, the organizational structure has to undergo a change
in the light of the requirements of the modified or new strategy. The style of
leadership has to be adapted to the needs of the modified or new strategies. In
this way, the formulation of strategies has forward linkages with their
implementation.
Backward Linkages: Just as implementation is determined by the formulation of
strategies, the formulation process is also affected by factors related with
implementation. While dealing with strategic choice, remember that past strategic
actions also determine the choice of strategy. Organizations tend to adopt those
strategies which can be implemented with the help of the present structure of
resources combined with some additional efforts. Such incremental changes, over
a period of time, take the organization from where it is to where it wishes to be.
lt is to be noted that while strategy formulation is primarily an entrepreneurial
activity, based on strategic decision-making, the implementation of strategy is mainly
an administrative task based on strategic as well as operational decision-making. The
next section focuses on the various issues involved in the implementation of strategies.

8.3 ISSUES IN STRATEGY IMPLEMENTATION

The different issues involved in strategy implementation cover practically
everything that is included in the discipline of management studies. A strategist,
therefore, has to bring a wide range of knowledge, skills, attitudes, and abilities.
The implementation tasks put to test the strategists’ abilities to allocate
resources, design organisational structure, formulate functional policies, and to
provide strategic leadership.
 The strategic plan devised by the organization proposes the manner in
which the strategies could be put into action. Strategies, by themselves, do
not lead to action. They are, in a sense, a statement of intent.
Implementation tasks are meant to realise the intent. Strategies, therefore,
have to be activated through implementation.
 Strategies should lead to formulation of different kinds of programmes. A
programme is a broad term, which includes goals, policies, procedures,

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rules, and steps to be taken in putting a plan into action. Programmes are
usually supported by funds allocated for plan implementation.
 Programmes lead to the formulation of projects. A project is a highly
specific programme for which the time schedule and costs are
predetermined. It requires allocation of funds based on capital budgeting
by organizations. Thus, research and development programme may consist
of several projects, each of which is intended to achieve a specific and
limited objective, requires separate allocation of funds, and is to be
completed within a set time schedule.
Implementation of strategies is not limited to formulation of plans, programmes,
and projects. Projects would also require resources. After resources have been
provided, it would be essential to see that a proper organizational structure is
designed, systems are installed, functional policies are devised, and various
behavioural inputs are provided so that plans may work.
Given below in sequential manner the issues in strategy implementation which
are to be considered:
 Project implementation
 Procedural implementation
 Resource aIIocation
 Structural implementation
 Functional implementation
 Behavioural implementation
It should be noted that the sequence does not mean that each of the above
activities are necessarily performed one after another. Many activities can be
performed simultaneously, certain other activities may be repeated over time; and
there are activities, which are performed only once. Thus there can be overlapping
and changes in the order in which these activities are performed.
In all but the smallest organizations, the transition from strategy formulation to
strategy implementation requires a shift in responsibility from strategists to
divisional and functional managers. Implementation problems can arise because
of this shift in responsibility, especially if strategic decisions come as a surprise to
middle and lower-level managers. Managers and employees are motivated more
by perceived self-interests than by organizational interests, unless the two
coincide. Therefore, it is essential that divisional and functional managers be

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involved as much as possible in the strategy-formulation process. similarly,

strategists should also be involved as much as possible in strategy-
implementation activities.
Management issues central to strategy implementation include establishing
annual objectives, devising policies, allocating resources, altering an existing
organizational structure, restructuring and reengineering, revising reward and
incentive plans, minimizing resistance to change, developing a strategy-
supportive culture, adapting production/operations processes, developing an
effective human resource system and, if necessary, downsizing. Management
changes are necessarily more extensive when strategies to be implemented move
a firm in a new direction.
Managers and employees throughout an organization should participate early
and directly in strategy-implementation activities. Their role in strategy
implementation should build upon prior involvement in strategy-formulation
activities. Strategists’ genuine personal commitment to implementation is a
necessary and powerful motivational force for managers and employees. Too
often, strategists are too busy to actively support strategy-implementation efforts,
and their lack of interest can be detrimental to organizational success. The
rationale for objectives and strategies should be understood clearly throughout
the organization. Major competitors’ accomplishments, products, plans, actions,
and performance should be apparent to all organizational members. Major
external opportunities and threats should be clear, and managers and employees’
questions should be answered satisfactorily. Top-down flow of communication is
essential for developing bottom-up support.
Firms need to develop a competitor focus at all hierarchical levels by gathering
and widely distributing competitive intelligence; every employee should be able
to benchmark her or his efforts against best-in-class competitors so that the
challenge becomes personal. This is a challenge for strategists of the firm. Firms
should provide training for both managers and employees to ensure that they
have and maintain the skills necessary to be world-class performers.

8.4. STRATEGIC CHANGE

The changes in the environmental forces often require businesses to make
modifications in their existing strategies and bring out new strategies. Strategic
change is a complex process that involves a corporate strategy focused on new
markets, products, services and new ways of doing business.

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Steps to initiate strategic change: For initiating strategic change, three steps
can be identified as under:
(i) Recognize the need for change: The first step is to diagnose which facets
of the present corporate culture are strategy supportive and which are not.
This basically means going for environmental scanning involving appraisal
of both internal and external capabilities may be through SWOT analysis
and then determining where the lacuna lies and scope for change exists.
(ii) Create a shared vision to manage change: Objectives of both individuals
and organization should coincide. There should be no conflict between
them. This is possible only if the management and the organization
members follow a shared vision. Senior managers need to constantly and
consistently communicate the vision to all the organizational members.
They have to convince all those concerned that the change in business
culture is not superficial or cosmetic. The actions taken have to be credible,
highly visible and unmistakably indicative of management’s seriousness to
new strategic initiatives and associated changes.
(iii) Institutionalise the change: This is basically an action stage which requires
implementation of changed strategy. Creating and sustaining a different
attitude towards change is essential to ensure that the firm does not slip
back into old ways of thinking or doing things. Capacity for self-renewal
should be a fundamental anchor of the new culture of the firm. Besides,
change process must be regularly monitored and reviewed to analyse the after-
effects of change. Any discrepancy or deviation should be brought to the
notice of persons concerned so that the necessary corrective actions are taken.
It takes time for the changed culture to prevail.
Kurt Lewin’s Model of Change: To make the change lasting, Kurt Lewin
proposed three phases of the change process for moving the organization from
the present to the future. These stages are unfreezing, changing and refreezing.
(a) Unfreezing the situation: The process of unfreezing simply makes the
individuals aware of the necessity for change and prepares them for such a
change. Lewin proposes that the changes should not come as a surprise to
the members of the organization. Sudden and unannounced change would
be socially destructive and morale lowering. The management must pave
the way for the change by first “unfreezing the situation”, so that members
would be willing and ready to accept the change.

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Unfreezing is the process of breaking down the old attitudes and

behaviours, customs and traditions so that they start with a clean slate. This
can be achieved by making announcements, holding meetings and
promoting the new ideas throughout the organization.
(b) Changing to the new situation: Once the unfreezing process has been
completed and the members of the organization recognise the need for
change and have been fully prepared to accept such change, their
behaviour patterns need to be redefined. H.C. Kellman has proposed three
methods for reassigning new patterns of behaviour. These are compliance,
identification and internalisation.
Compliance: It is achieved by strictly enforcing the reward and punishment
strategy for good or bad behaviour. Fear of punishment, actual punishment
or actual reward seems to change behaviour for the better.
Identification: Identification occurs when members are psychologically
impressed upon to identify themselves with some given role models whose
behaviour they would like to adopt and try to become like them.
Internalization: Internalization involves some internal changing of the
individual’s thought processes in order to adjust to the changes introduced.
They have given freedom to learn and adopt new behaviourin order to
succeed in the new set of circumstances.
(c) Refreezing: Refreezing occurs when the new behaviour becomes a normal
way of life. The new behaviour must replace the former behaviour
completely for successful and permanent change to take place. In order for
the new behaviour to become permanent, it must be continuously
reinforced so that this new acquired behaviour does not diminish or
extinguish.
Change process is not a one time application but a continuous process due
to dynamism and ever changing environment. The process of unfreezing,
changing and refreezing is a cyclical one and remains continuously in
action.

8.5 STRATEGIC CONTROL

Controlling is one of the important functions of management, and is often
regarded as the core of the management process. It is a function intended to
ensure and make possible the performance of planned activities and to achieve
the pre-determined goals and results. Control is intended to regulate and check,

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i.e., to structure and condition the behaviour of events and people, to place
restraints and curbs on undesirable tendencies, to make people conform to
certain norms and standards, to measure progress to keep the system on track. It
is also to ensure that what is planned is translated into results, to keep a watch on
proper use of resources, on safeguarding of assets and so on.
The controlling function involves monitoring the activity and measuring results
against pre-established standards, analysing and correcting deviations as
necessary and maintaining/adapting the system. It is intended to enable the
organisation to continuously learn from its experience and to improve its
capability to cope with the demands of organisational growth and development.
The process of control has the following elements:
(a) Objectives of the business system which could be operationalized into
measurable and controllable standards.
(b) A mechanism for monitoring and measuring the performance of the system.
(c) A mechanism (i) for comparing the actual results with reference to the
standards (ii) for detecting deviations from standards and (iii) for learning
new insights on standards themselves.
(d) A mechanism for feeding back corrective and adaptive information and instructions
to the system, for effecting the desired changes to set right the system to keep
it on course.
Primarily there are three types of organizational control, viz., operational control,
management control and strategic control.
Operational Control: The thrust of operational control is on individual tasks or
transactions as against total or more aggregative management functions. For
example, procuring specific items for inventory is a matter of operational control,
in contrast to inventory management as a whole. One of the tests that can be
applied to identify operational control areas is that there should be a clear-cut
and somewhat measurable relationship between inputs and outputs which could
be predetermined or estimated with least uncertainty.
Many of the control systems in organisations are operational and mechanistic in
nature. A set of standards, plans and instructions are formulated. The control
activity consists of regulating the processes within certain ‘tolerances’,
irrespective of the effects of external conditions on the formulated standards,
plans and instructions. Some of the examples of operational controls can be stock
control (maintaining stocks between set limits), production control

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(manufacturing to set programmes), quality control (keeping product quality

between agreed limits), cost control (maintaining expenditure as per standards),
budgetary control (keeping performance to budget).
Management Control: When compared with operational control, management
control is more inclusive and more aggregative, in the sense of embracing the
integrated activities of a complete department, division or even entire
organisation, instead or mere narrowly circumscribed activities of sub-units.
The basic purpose of management control is the achievement of enterprise goals
– short range and long range – in a most effective and efficient manner. The term
management control is defined by Robert Anthony as ‘the process by which
managers assure the resources are obtained and used effectively and efficiently in
the accomplishment of the organisation’s objectives. Controls are necessary to
influence the behaviour of events and ensure that they conform to plans.
Strategic Control: According to Schendel and Hofer “Strategic control focuses on
the dual questions of whether: (1) the strategy is being implemented as planned;
and (2) the results produced by the strategy are those intended.”
There is often a time gap between the stages of strategy formulation and its
implementation. A strategy might be affected on account of changes in internal
and external environments of organisation. There is a need for warning systems to
track a strategy as it is being implemented. Strategic control is the process of
evaluating strategy as it is formulated and implemented. It is directed towards
identifying problems and changes in premises and making necessary adjustments.
Types of Strategic Control: There are four types of strategic control as follows:
 Premise control: A strategy is formed on the basis of certain assumptions or
premises about the complex and turbulent organizational environment. Over a
period of time these premises may not remain valid. Premise control is a tool
for systematic and continuous monitoring of the environment to verify the
validity and accuracy of the premises on which the strategy has been built. It
primarily involves monitoring two types of factors:
(i) Environmental factors such as economic (inflation, liquidity, interest
rates), technology, social and legal-regulatory.
(ii) Industry factors such as competitors, suppliers, substitutes.
It is neither feasible nor desirable to control all types of premises in
the same manner. Different premises may require different amount of
control. Thus, managers are required to select those premises that are

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likely to change and would severely impact the functioning of the

organization and its strategy.
 Strategic surveillance: Contrary to the premise control, the strategic
surveillance is unfocussed. It involves general monitoring of various sources
of information to uncover unanticipated information having a bearing on
the organizational strategy. It involves casual environmental browsing.
Reading financial and other newspapers, business magazines, attending
meetings, conferences, discussions and so on can help in strategic
surveillance.
Strategic surveillance may be loose form of strategic control, but is capable
of uncovering information relevant to the strategy.
 Special alert control: At times, unexpected events may force organizations
to reconsider their strategy. Sudden changes in government, natural
calamities, terrorist attacks, unexpected merger/acquisition by competitors,
industrial disasters and other such events may trigger an immediate and
intense review of strategy. To cope up with such eventualities, the
organisations form crisis management teams to handle the situation.
Implementation control: Managers implement strategy by converting
major plans into concrete, sequential actions that form incremental steps.
Implementation control is directed towards assessing the need for changes
in the overall strategy in light of unfolding events and results associated
with incremental steps and actions.
Strategic implementation control is not a replacement to operational
control. Unlike operational control, it continuously monitors the basic
direction of the strategy. The two basic forms of implementation control
are:
(i) Monitoring strategic thrusts: Monitoring strategic thrusts helps
managers to determine whether the overall strategy is progressing as
desired or whether there is need for readjustments.
(ii) Milestone Reviews: All key activities necessary to implement strategy
are segregated in terms of time, events or major resource allocation. It
normally involves a complete reassessment of the strategy. It also
assesses the need to continue or refocus the direction of an
organization.

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Strategic Surveillance

Premise Control

Special Alert Control

Implementation Control
Strategy Formulation

Strategy Implementation
Time 1 Time 2 Time 3

Source: John A Pearce II, Richard B Robinson, Jr. and AmitaMital “Strategic Management-
Formulation, Implementation and Control”.

These four strategic controls steer the organisation and its different sub-systems
to the right track. They help the organisation to negotiate through the turbulent
and complex environment.

8.6 STRATEGY AUDIT

The audit of management performance with regard to its strategies helps an
organization identify problem areas and correct the strategic approaches that
have not been effective so far. An assessment of the external environment shows
where changes happen and where organization’s strategic management no
longer match the demands of the marketplace. Based on such analysis, the
organization can improve business performance by periodically conducting such
an audit.
Companies review their business plans and strategies on regular basis to identify
weaknesses and shortcomings to enable a successful development plan. The
strategy audit secures that all necessary information for the development of the
company are included in the business plan and that the management supports it.
The core of Strategy Audit, for any corporate entity, lies on following important
questions:
 How well is the current strategy working?
 How well will the current strategy be working in future?
 How can this be evaluated in present and future?

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 How urgent is there a need to change the strategy?

For this, a periodic review and evaluation of the fundamental characteristics of a
strategy are necessary.
A strategy audit provides an excellent platform for discussion with the top
A strategy audit
management is an examination
regarding and evaluation
necessary corporate actionsoforareas affected
changes byexisting
in the the
operation of a strategic management process within an organization.
business plan. It also identifies the need to adjust the existing business strategies
and plans.
Need of Strategy Audit
A strategy audit is needed under the following conditions:
 When the performance indicators reflect that a strategy is not working
properly or is not producing desired outcomes.
 When the goals and objectives of the strategy are not being accomplished.
 When a major change takes place in the external environment of the
organization.
 When the top management plans:
(a) to fine-tune the existing strategies and introduce new strategies and
(b) to ensure that a strategy that has worked in the past continues to be in-
tune with subtle internal and external changes that may have occurred
since the formulation of strategies.
Adequate and timely feedback is the cornerstone of effective strategy audit.
Strategy audit can be no better than the information on which it is based.
Strategy Audit includes three basic activities:
1. Examining the underlying bases of a firm’s strategy,
2. Comparing expected results with actual results, and
3. Taking corrective actions to ensure that performance conforms to plans.
Richard Rumelt’s Criteria for Strategy Audit
a. Consistency: A strategy should not present inconsistent goals and policies.
Organizational conflict and interdepartmental bickering are often symptoms
of managerial disorder, but these problems may also be a sign of strategic

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inconsistency. Three guidelines help determine if organizational problems

are due to inconsistencies in strategy:
 If managerial problems continue despite changes in personnel and if
they tend to be issue-based rather than people-based, then strategies
may be inconsistent.
 If success for one organizational department means, or is interpreted
to mean, failure for another department, then strategies may be
inconsistent.
 If policy problems and issues continue to be brought to the top for
resolution, then strategies may be inconsistent.
b. Consonance: Consonance refers to the need for strategists to examine sets
of trends, as well as individual trends, in auditing strategies. A strategy must
represent an adaptive response to the external environment and to the
critical changes occurring within it. One difficulty in matching a firm’s key
internal and external factors in the formulation of strategy is that most
trends are the result of interactions among other trends. For example, the day-
care school/centre came about as a combined result of many trends that
included a rise in the average level of education, need for different education
pedagogy, increase in income, inflation, and an increase in women in the
workforce. Although single economic or demographic trends might appear
steady for many years, there are waves of change going on at the
interaction level.
c. Feasibility: A strategy must neither overtax available resources nor create
unsolvable sub-problems. The final broad test of strategy is its feasibility;
that is, can the strategy be attempted within the physical, human, and
financial resources of the enterprise? The financial resources of a business
are the easiest to quantify and are normally the first limitation against which
strategy is audited. It is sometimes forgotten, however, that innovative
approaches to financing are often possible. Devices, such as captive
subsidiaries, sale-leaseback arrangements, and tying plant mortgages to long-
term contracts, have all been used effectively to help win key positions in
suddenly expanding industries. A less quantifiable, but actually more rigid,
limitation on strategic choice is that imposed by individual and organizational
capabilities. In auditing a strategy, it is important to examine whether an
organization has demonstrated in the past that it possesses the abilities,
competencies, skills, and talents needed to carry out a given strategy.

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d. Advantage: A strategy must provide for the creation and/or maintenance of

a competitive advantage in a selected area of activity. Competitive
advantages normally are the result of superiority in one of three areas:
(1) resources, (2) skills, or (3) position.
The idea that the positioning of firm’s resources that enhance their
combined effectiveness is familiar to military theorists and chess players.
Position can also play a crucial role in an organization’s strategy. Once
gained, a good position is defensible—meaning that it is so costly to
capture that rivals are deterred from full-scale attacks. Positional advantage
tends to be self-sustaining as long as the key internal and environmental
factors that underlie it remain stable. This is why entrenched firms can be
almost impossible to unseat, even if their skill levels are only average.
Although not all positional advantages are associated with size, it is true
that larger organizations tend to operate in markets and use procedures
that turn their size into advantage, while smaller firms seek product/market
positions that exploit other types of advantage. The principal characteristic
of good position is that it permits the firm to obtain advantage from
policies that would not similarly benefit rivals without the same position.
Therefore, in auditing strategy, organizations should examine the nature of
positional advantages associated with a given strategy.
Reasons why strategy evaluation is more difficult today include the
following trends:
 A dramatic increase in the environment’s complexity.
 The increasing difficulty of predicting the future with accuracy.
 The increasing number of variables in the environment.
 The rapid rate of obsolescence of even the best plans.
 The increase in the number of both domestic and world events
affecting organizations.
 The decreasing time span for which planning can be done with any
degree of certainty.

8.7 BUSINESS PROCESS REENGINEERING

Waiting in a queue in a post office or bank, a person may feel a need for
improvement in processes. In case of queue, the process begins with your

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 STRATEGY IMPLEMENTATION AND 8.1

stepping into the queue, and ends with receiving the desired service and leaving
the place. The steps of the process are the activities that you and the personnel
providing services perform to complete the transaction.
Buying a ticket is a simple business process. There are other business processes
such as purchasing raw materials, logistic movements of finished products,
developing new products, etc. that are much more tricky to deal with. Business
processes are simply a set of activities that transform a set of inputs into a set of
outputs for another person or process.
In order to have a better appreciation of what Business Process Reengineering
(BPR) really means it would be pertinent to have preliminary knowledge of
business processes. What is a business process and how it differs from other
processes is the question that may come to mind. Business process or business
activities are not discrete or unrelated pieces of work. They are parts of recurrent
work processes within which they are located, sequenced and organized.
What is a Business Process? A process is a set of logically related tasks or activities
oriented towards achieving a specified outcome. It is a collection of activities
which creates an output of value to the customer and often transcends
departmental or functional boundaries. For example, one common process found
almost in every organization is the order fulfilment. Order fulfilment begins with
procuring an order and ends with delivery of goods to the customer. It also
includes all other related activities in between. Likewise, other basic processes
may include developing a new product or service, launching a new product in the
market, procuring goods from suppliers, preparing the organization’s budget,
processing and paying insurance claims, and so on.
Typically, a business process involves a number of steps performed by different
people in different departments. The structural elements that constitute a
process provide the basis for its analysis, appraisal, and redesign for achieving
higher levels of efficiency and effectiveness, economy and speed, and quality and
output.
A set of interconnected processes comprise a business system. The performance
of business firm is, thus, the outcome of the interrelated operations of its
constituent work processes. The redesign of processes, therefore, provides a
powerful basis for improving the performance of a business enterprise.
Core Processes: Some processes turn out to be extremely critical for the success
and survival of the enterprise. BPR focuses on such critical business processes out
of the many processes that go on in any company. These are the core business

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processes of the company. A core business process creates value by the

capabilities it provides to the competitiveness. Core business processes are
critical in a company’s evaluation by its customers. They are vital for success in
the industry sector within which the company is positioned. They are crucial for
generating competitive advantages for a firm in the marketplace.
While some core business processes are easily identifiable, some core business
processes may not always be immediately apparent. The following instances serve
to show that core processes need to be identified carefully in terms of their
bearing on a firm’s competitiveness:
1. In the electronics and semi-conductor industries, new product development
is a core process.
2. In a fast moving consumer goods industry marketing is a core process.
3. In the banking industry, the activities that help mobilise deposits and
generate funds for advances to customers, is a core business process.
4. In the insurance industry, the actual work that leads to a balance of competitive
premium for customers, and profit after claims for the company, is a core
business process.
The core processes of a company may change over a period of time according to
the shifting requirements of its competitiveness. Since the objective of
reengineering is to provide competitive advantage to the enterprise, it is
extremely important to identify those core processes which need to be focussed
for achieving excellence. In order to do this, we have to necessarily start from the
organization’s business vision, and drive from there the processes that have to be
best in the world in order to realize that vision.
One of the reason for which an imperative need is felt for process change is that
most of the processes that the organizations are engaged in might have been
developed by their functional units over a period of time and might have been
evolved based on a series of unplanned decisions. Seldom there has been any
serious effort to systematically analyse the processes and measure their
effectiveness towards the organizational efficiency. Quite often the individual
departments or units of a company aim at optimising their own performance
disregarding the resultant effect on other areas of operation. This may result in a
sub-optimal performance for the organization as a whole. The overall business
processes in an organization extending over several departments may be quite
lengthy, time consuming, costly and inefficient. Also, the existing business
processes and work patterns might have largely obsolete and irrational because

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of change in information and communication technologies.

Fragmentation of work processes makes it difficult to improve the quality of work
performance and also develops a narrow vision among the employees. As a result,
the employees tend to focus more on the narrow goals of their own department
at the cost of larger goals of the organization as a whole. This results in piecemeal
accomplishment of tasks without looking at the overall goal. As the small
fragments of work move from person to person and from unit to unit, delays keep
on mounting and it enhances the chances of errors. In such a situation, the
emerging critical issues often remain unattended as they do not fit into the
narrow definitions of tasks or roles of an individual department.
It must be remembered that most of the existing work processes were developed
before the advent of computers and IT revolution. Even after the massive
penetration of information technology, many organizations have usually applied
the technology only in a limited way to automate their existing work methods or
to speed up the isolated or narrow components of a larger existing work process.
This has resulted only in some sort of mechanization of the existing work
methods without bringing in any appreciable change in the process and output.
Examples from established Japanese industries as well as new entrepreneurial
ventures in Japan proves that it is possible to achieve a much higher level of
process performance by redesigning the process. It has been possible to double
the speed of normal production, utilize assets several times more productively
and respond to customers’ needs and expectations much more rapidly. This could
be achieved by effecting a total change in the process instead of a piecemeal
change. It is, therefore, imperative that for many organizations on the decline,
changing the process or redesigning the process may be the only viable
alternative for turnaround. They must break themselves free from their primitive
and archaic work processes that drag them down. Issues that emerge from the
foregoing discussions on the need for change form the underlying premises of
Business Process Reengineering (BPR), are briefly outlined as follows:
 The operational excellence of a company is a major basis for its
competitiveness.
 The business strategy of a company should be oriented towards leveraging
its operational excellence into the marketplace.
 A customer-focussed organization needs to be realigned in terms of a
process orientation.
 Process need to be managed, not only its components.

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 For considering totally new ways of redesigning processes, each and every
concept, assumption, purpose, and principle, needs to abandoned
temporarily.
 Continuous improvement is lacking in the organisation. The company is far
behind the industry standards, and needs rapid quantum leaps in
performance.
 Dramatic improvement in performance is the prerequisite for overcoming
competition.
 How to compete is more important than deciding about where to compete?
Concept and Nature of BPR: Business Process Reengineering (BPR) refers to the
analysis and redesign of workflows and processes both within and between the
organizations. The orientation of the redesign effort is radical, i.e., it is a total
deconstruction and rethinking of a business process in its entirety, unconstrained
by its existing structure and pattern. Its objective is to obtain quantum gains in
the performance of the process in terms of time, cost, output, quality, and
responsiveness to customers. The redesign effort aims at simplifying and
streamlining a process by eliminating all redundant and non-value adding steps,
activities and transactions, reducing drastically the number of stages or transfer
points of work, and speeding up the work-flow through the use of IT systems.
BPR is an approach to unusual improvement in operating effectiveness through
the redesigning of critical business processes and supporting business systems. It
is revolutionary redesign of key business processes that involves examination of
the basic process itself. It looks at the minute details of the process, such as why
the work is done, who does it, where it is done and when it is done. BPR focuses
on the process of producing the output and output of an organization is the
result of its process.
“Business process reengineering means starting all over, starting from scratch.”
Reengineering, in other words, means putting aside much of the age-old
practices and procedures of doing a thing. It implies forgetting how work has
been done so far, and deciding how it can best be done now. The elements of
BPR are as follows:
i. Reengineering begins with a fundamental rethinking. In doing
reengineering people must ask some most basic questions about their
organizations and about their operations. They try to find out answers to
such questions like “Why do we do what we do? And why do we do it the
way we do?” An attempt to find out answers to such questions may

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startlingly reveal certain rules, assumptions and operational processes as

obsolete and redundant. Reengineering does not begin with anything given
or with any assumptions. The thinking process in reengineering begins with
a totally free state of mind without having any preconceived notion.
Reengineering first determines what a company must do. And then it
decides on how to do it. Reengineering ignores what the existing process is
and concentrates on what it should be. If something is not required to be
done it is outright discarded.
ii. Reengineering involves radical redesigning of process. Radical
redesigning means going to the root of the problem areas and not
attempting to make any superficial changes. Radical redesign involves
completely discarding all existing structures and procedures and evolving
completely new ways of doing the work. “Reengineering is about business
reinvention – not business improvement, business enhancement, or
business modification.”
iii. Reengineering aims at achieving dramatic improvement in
performance. If an organization feels the need for marginal improvement
in any area of operation at any point of time, the same can be achieved by
conventional methods of adjustments in operating processes and
reengineering is not the answer. Reengineering is meant for replacement of
the old process by altogether new one to achieve dramatic improvement in
the performance.
It follows from the above that the main focus of reengineering is on the process.
In an attempt to improve performance, most people in business focus their
attention on tasks, jobs, people, structure, but fail to pay adequate attention on
the process. Business process, as already mentioned earlier, has been defined as
the series of activities that utilizes various inputs to create output that are valued
by customers. Not all the processes in an enterprise enjoy equal importance in
creating customers value. In order to improve its competitive position a firm must
try to identify the generic business processes which significantly add to the value
for its output to the customer and should try to focus on reengineering these
processes first. The generic business processes of a firm needing redesign may be
classified into three broad categories as follows:
 Processes pertaining to development and delivery of product(s) and/or
services:These may include research, design, engineering, manufacturing,
and logistics, besides purchasing / procurement and materials management.

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 Processes involving interface(s) with customers: These usually include

marketing, advertising, order fulfilment, and service.
 Processes comprising management activities: These include strategy
formulation, planning and budgeting, performance measurement and
reporting, human resource management, and building infrastructure.
In the context of these generic business processes, BPR may be viewed as a
means of solving business problems through an imaginative leveraging of IT
capabilities.
Rationale of BPR: Improving business processes is paramount for businesses to
stay competitive in today’s marketplace. Over the last three decades several
factors have accelerated the need to improve business processes. The most
obvious is technology. New technologies (like Information Technology) are
rapidly bringing new capabilities to businesses, thereby raising the strategical
options and the need to improve business processes dramatically.
After opening up of Indian economy, companies have been forced to improve
their business processes because of increased competition. More companies have
entered the market place, and competition has become harder. In today’s market
place, major changes are required to just stay even. It has become a matter of
survival for most companies.
Customers are also demanding better products and services. If they do not
receive what they want from one supplier, they have many others to choose from.
They are ready to try new suppliers and new brands.
Implementing BPR in Organizations: In a crude sense, companies began
business process improvement with a continuous improvement model. This
model attempts to understand and measure the current processes, and make
performance improvements. However, some companies make reengineering
efforts under the assumption that the current processes are wrong and irrelevant.
Under such perspectives designers of business process disassociate themselves
from existing processes. This helps in looking at the problem with a clean mind,
free of any biases.
The approach to BPR begins with defining the scope and objectives of the
reengineering project. Persons entrusted with the tasks of BPR have to undertake
research in the light of scope and objectives. They have to go through a learning
process. They have to research customers, employees, competitors, new
technology, etc. With the help of this research base BPR designers are in a
position to create a vision for the future and design new business processes.

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They also create a plan of action based on the gap between the current and
proposed processes, technologies and structures. Steps in BPR are as follows:
i. Determining objectives: Objectives are the desired end results of the
redesign process which the management and organization attempts to
realise. They will provide the required focus, direction, and motivation for
the redesign process and help in building a comprehensive foundation for
the reengineering process.
ii. Identify customers and determine their needs: The process designers
have to understand customers - their profile, their steps in acquiring, using
and disposing a product. The purpose is to redesign business process that
clearly provides value addition to the customer.
iii. Study the existing processes: The study of existing processes will provide
an important base for the process designers. The purpose is to gain an
understanding of the ‘what’, and ‘why’ of the targeted process. However, as
discussed earlier, some companies go through the reengineering process
with clean perspective without laying emphasis on the past processes.
iv. Formulate a redesign process plan: The information gained through the
earlier steps is translated into an ideal redesign process. Formulation of
redesign plan is the real crux of the reengineering efforts. Customer
focussed redesign concepts are identified and formulated. In this step
alternative processes are considered and the best is selected.
v. Implement the redesigned process: It is easier to formulate new process
than to implement them. Implementation of the redesigned process and
application of other knowledge gained from the previous steps is key to
achieve dramatic improvements. It is the joint responsibility of the
designers and management to operationalise the new process.
Role of Information Technology in BPR
The accelerating pace at which information technology has developed during the
past few years had a very large impact in the transformation of business
processes. Various studies have conclusively established the role of the
information technology in the transformation of business processes. That information
technology is going to play a significant role in changing the business processes
during the years to come, has been established beyond doubt.
A reengineered business process, characterised by IT-assisted speed, accuracy,
adaptability and integration of data and service points, is focussed on meeting
the customer needs and expectation quickly and adequately, thereby enhancing

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his/her satisfaction level.

Globalization and competition call for better management, faster response to
change and adherence to globally accepted standards of quality and services.
Impact of IT-systems are identified as:
 Compression of time
 Overcoming restrictions of geography and/or distance
 Restructuring of relationships.
IT-initiatives, thus, provide business values in three distinct areas:
 Efficiency – by way of increased productivity,
 Effectiveness – by way of better management,
 Innovation – by way of improved products and services
All these can bring about a radical change in the quality of products and services,
thereby improving the competitiveness and customer satisfaction. Information
technology (IT) is a critical factor in the success of bringing this change.
Central Thrust of BPR
Improvement on quality and cost follows after improvement on thrust area. BPR is
a continuous improvement process. Although BPR is a multi-dimensional
approach in improving the business performance its thrust area may be identified
as “the reduction of the total cycle time of a business process.” BPR aims at
reducing the cycle time of process by eliminating the unwanted and redundant
steps and by simplifying the systems and procedures and also by eliminating the
transit and waiting times as far as possible. Even after redesigning of a process,
BPR maintains a continuous effort for more and more improvement.

Figure: Customer Time Cycle

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BPR and other processes

Reengineering does not mean any partial modification or marginal improvement
in the existing work processes. Reengineering is a revolutionary approach towards
radical and total redesigning of the business processes. While reengineering may
lead to restructuring of organization, any restructuring does not necessarily mean
reengineering. The basic principles that differentiate reengineering from any
other drive on improving organizational efficiency may be summarized as follows:
 At the core of reengineering lies the concept of discontinuous thinking.
Reengineering does not have any scope for any partial modification or
marginal improvement in the existing business processes. It aims at
achieving excellence and a breakthrough in performance by redesigning the
process entirely and radically. Obviously, it requires challenging the
necessity of existing rules and procedures and discarding the same to
evolve altogether new processes.
 BPR approach recognizes that most of the existing rules and procedures of
work methods are based on certain assumptions about technology, people
and the goals of the organization. These assumptions may not be valid any
more. Besides many of these systems and procedures have failed to reap
the benefit of massive development of information technology during the
past few years. BPR recognizes “the” vast and expanding potential of IT for
the most rational, simple, and efficient redesign of work structure.” BPR
aims at utilizing information technology for evolving a new process, instead
of automating the existing process.
 While reengineering starts with the process it does not end there. The
fundamental and radical changes that takes place while reengineering the
process has its own implication on other parts of the organization – almost
on every part of it. Reengineering requires viewing a process from cross-
functional perspective. Reengineering effort, therefore, focuses on a
multidimensional approach disregarding the constraints of departmental
boundaries.
 BPR efforts involve managing massive organizational change.”
Reengineering is not just changing the process. The change in process is
almost always accompanied by a whole lot of changes in other areas too.
Work changes from task oriented to process oriented. People have the
choice of making their own decisions instead of being directed. “Functional
departments find their existence as redundant. Practically every aspect of
the organization changes beyond recognition.

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In view of the massive organizational changes involved in reengineering, it is

imperative that a reengineering drive is supported by the vision and commitment
of the top leadership of the organization.
Also, efficiently redesigned business processes provide a firm with many more
opportunities for trying, testing, modifying and learning.
Problems in BPR
 Reengineering is a major radical improvement in the business process. Only
a limited number of companies are able to have enough courage for having
BPR because of the challenges posed. It disturbs established hierarchies and
functional structures and creates serious repercussions and involves
resistance among the work-force.
 Reengineering involves time and expenditure, at least in the short run, that
many companies are reluctant to go through the exercise. Even there can be
loss in revenue during the transition period.
 Setting of targets is tricky and difficult. If the targets are not properly set or
the whole transformation not properly carried out, reengineering efforts
may turn-out to be a failure.

8.8 BENCHMARKING
Benchmarking helps an organization to get ahead of competition. The
organizations can possess a large amount of information that help them in taking
strategic and other important decisions. Companies that translate this information
to knowledge and use it in their planning and decision making are the winners.
A benchmark may be defined as a standard or a point of reference against which
things may be compared and by which something can be measured and judged.
In this sense, at a naïve level, it may be compared to the concept of control as the
similarities do exist. However, the concept of benchmarking is much broader than
mere controlling as there are major strategic dimensions involved. The term has
presumably been adapted from physical sciences wherein it refers to a surveyor’s
mark made on a stationary object at previously determined position and elevation
and used as a reference point to measure altitudes.
The scientific studies conducted by Frederick Taylor in the latter part of the
nineteenth century represent an early use of the benchmarking concept. However,
the term got popularity much later in the seventh decade of twentieth century.
Initially, the concept evolved in companies operating in an industrial environment.

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Over a period of time it covered other spheres of business activity. In recent years,
different commercial and non-commercial organizations are discovering the value of
benchmarking and are applying it to improve their processes and systems.
What is Benchmarking?
In simple words, benchmarking is an approach of setting goals and measuring
productivity based on best industry practices. It developed out of the need to
have information against which performances can be measured. For example, a
customer support engineer of a television company attends a call within forty-
eight hours. If the industry norm is that all calls are attended within twenty-four
hours, then the twenty-four hours can be a benchmark. Benchmarking helps in
improving performance by learning from best practices and the processes by
which they are achieved. It involves regularly comparing different aspects of
performance with the best practices, identifying gaps and finding out novel
methods to not only reduce the gaps but to improve the situations so that the
gaps are positive for the organization.
Benchmarking is not a panacea for all problems. Rather, it studies the circumstances
and processes that help in superior performance. Better processes areb not merely
copied. Efforts are made to learn, improve and evolve them to suit the organizational
requirements. Further, benchmarking exercises are also repeated periodically so that
the organization does not lag behind in the dynamic environment.
Benchmarking is a process of continuous improvement in search for competitive
advantage. It measures a company’s products, services and practices against
those of its competitors or other acknowledged leaders in their field. Xerox
pioneered this process in late 70’s by benchmarking its manufacturing costs
against those of domestic and Japanese competitors and got dramatic
improvement in the manufacturing cost. Firms can use benchmarking process to
achieve improvement in diverse range of management functions like:
Maintenance operations
 Assessment of total manufacturing costs
 Product development
 Product distribution
 Customer services
 Plant utilization levels
 Human resource management

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Steps in Benchmarking Process

Benchmarking processes used by different organisations lack standardization.
However, common elements are as follows:
(1) Identifying the need for benchmarking: This step will define the
objectives of the benchmarking exercise. It will also involve selecting the
type of benchmarking. Organizations identify realistic opportunities for
improvements.
(2) Clearly understanding existing business processes: This step will involve
compiling information and data on performance. This will include mapping
processes. Information and data is collected by different methods such as
interviews, visits and filling of questionnaires.
(3) Identify best processes: Within the selected framework, best processes are
identified. These may be within the same organization or external to it.
(4) Compare own processes and performance with that of others: While
comparing gaps in performance between the organization and better
performers is identified. Further, gaps in performance are analysed to seek
explanations. Such comparisons have to be meaningful and credible.
Feasibility of making the improvements in the light of the conditions that
apply within the organization is also examined.
(5) Prepare a report and Implement the steps necessary to close the
performance gap: A report on the Benchmarking initiatives containing
recommendations is prepared. Such a report includes the action plan(s) for
implementation.
(6) Evaluation: A business organization must evaluate the results of the
benchmarking process in terms of improvements vis-à-vis objectives and
other criteria set for the purpose. It should also periodically evaluate and
reset the benchmarks in the light of changes in the conditions that impact
its performance.

SUMMARY
Strategic management is a comprehensive process that involves formulation, implementation and co

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steps introducing strategic change along with Kurt Lewin change model have also been discussed. It is followed by
Business process reengineering is an approach to unusual improvement in operating effectiveness through the r
Another emerging technique in strategic management is benchmarking. Benchmarking is an approach of setting

TEST YOUR KNOWLEDGE

Multiple Choice Questions
Question 1
1. You are working as a senior manager of a company. You are entrusted with
the task of putting a strategy in place and see that it is implemented
properly. Out of the following, what is the most important thing that you
will have to prepare your organization for?
(i) Strategic Audit
(ii) Business process reengineering
(iii) Strategic Change

(i Strategic Control
(a) i & iii

(b) i iii
& ii
(c) iv i &
(d) ii
2. You are the operations manager and your top management wants to adopt
a strategy that you don’t endorse, what problems would this lead to in
implementation of the strategy?
(a) No problem

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(b) Coordination problem

(c) technical problem
(d) Behavioural problem
3. After an earnest attempt to bring in a strategic change in your organization,
you the operational head of XYZ ltd, succeeded but still your organization
couldn’t achieve the desired competitive position in the market. Out of the
following what could be the reason?
(a) Strategy Formulation
(b) Strategy Model
(c) Strategy Implementation
(d) Strategy Decision
4. As
ategist, what is your understanding of how strategies are put into
action?
(a) Str statements of Intent realized through Implementation.
ate es
(b) Strategies are statements of Intent that are automatically activated.
(c) Strategies, by themselves, lead into action.
(d) By strategy formulation and not through implementation.
5. The employees of XYZ ltd have been facing problems regarding the
difference between the understanding of strategy formulation and strategy
implementation. In order to address this problem, you, the president
operations, made four groups and asked each group to write in points their
understanding of the same. The following points were compiled from their
knowing of strategy formulation and implementation.
(1) Strategy Formulation focuses on efficiency while Strategy
Implementation focuses on effectiveness.
(2) Strategy Formulation requires motivation and leadership Skills while
Strategic Implementation require conceptual intuitive and analytical
skills.
(3) Strategy Formulation is an intellectual process while Strategy
Implementation is primarily an operational process.
(4) Strategy Formulation requires coordination between Executives at
middle and lower level while Strategy Implementation requires

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coordination among the executives at the top levels.

Out of the following views, what all needs to be corrected?
(a) 1,3 &4
(b) 1& 2 & 3
(c) 1,2 &4
(d) 1,2,3 & 4
6. You being the core strategist of your company, entrusted with bringing
about strategic change in your company, how will you initiate “unfreezing of
the situation”?
(a) Promoting new ideas throughout the organization
(b) Promoting compliance throughout the organization
(c) Promoting change in process throughout the organization
(d) None of the above
7. You are the head of operations of a company. When you focus on total or
aggregate managem ent functions in the sense of embracing the integrated
activities of a complete depar tment et al, you are practicing: -
(a) Strategic Control
(b) Management control
(c) Administrative Control
(d) Operations Control
8. Which of the following would be chosen by the core strategist to implement
operational control: -
(a) Premise Control
(b Special Alert Control
(c) Implementation Control
(d) Budgetary Control
9. In which of the following circumstances would you initiate a strategic audit
in your company?
I. When top management feels the need

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II. When the goals and objectives of the strategy are not being
accomplished
III. When a major change takes place in the external environment of the
organization
iv. When the performance indicators reflect that a strategy is not working
properly or is not producing the desired outcome.
(a) I,II,IV
(b) II, III, IV
(c) I, II, III
(d) All of the above
10. When it comes to identifying problem areas and correct the strategic
approaches t hat have not been effective so far, what should a strategic
manager ch oose o out of the following:
t
(a) BPR
( enchmarkin
b) g
(c) Strategic Change
(d) Strategic Audit
11. With reference to Richard Rumelt’s criteria for Strategic Audit, what out of
the following is the first limitation against which strategy is audited?
(a) Financial Resource
(b) Human Resource
(c) Physical Resource
(d) All of the above
12. The model of change has been propounded by:
(a) Michael Hammer
(b) Michael Porter
(c) Kurt Lewin
(d) Kurt Louis

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13. Compliance, Identification and Internalization are the three processes

involved in:
(a) Refreezing
(b) Defreezing
(c) Changing behavior patterns
(d) Breaking down old attitudes
14. As the head of an MNC, you have been asked to bring in radical changes in
your organisation through BPR. Which of these is the thrust area you would
focus on reducing:
(a) Total cycle time
(b) Total order time
(c) T y
tal inventor e
(d)
Ne
15. Business
Pr ess engi ering i nvolves:
(a) Partial Modification
(b) None of the two
(c) Massive Improvement
(d) Replacing Engineers
16. Strategy evaluation is more
difficult today due to the following trends
except:
(a) A dramatic increase in the environment’s complexity.
(b) The increasing difficulty of predicting the future with accuracy.
(c) The increasing number of variables in the environment.
(d) Firms have unlimited resources.
17. With reference to benchmarking, select the correct statement out of the
following:
(a) The focus of benchmarking is to study existing processes and
eliminate the ones that are redundant.
(b) Traditional controlling has been rephrased as benchmarking.

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 8.3 STRATEGIC

(c) Benchmarking helps in setting goals and measuring productivity

based on best industry practices.
(d) Benchmarking solves all business problems.(
18. BPR is an unusual improvement in operating effectiveness through the
redesigning of __________business process and supporting business systems.
(a) usual
(b) common
(c) critical
(d) none of these
19. The purpose of strategy evaluation is to
(a) increase the budget annually.
(b) alert management to problems or po tential
(c) make budget changes.
rfor mance.
tivit
(d) evaluate employees’ pe y of Strat
20. Which one is not the basic ac egy
(a) Examining the underlying bases of a firm’s strategy.
(b) Setting the goals and objectives of the firm.
(c) Comparing expected results with actual results.
(d) Taking corrective actions to ensure that performance conforms to
plans.
21. Which one is NOT a type of strategic control?
(a) Operational control
(b) Strategic surveillance
(c) Special alert control
(d) Premise control
Answer
1 (c) 2 (b) 3 (c) 4 (a) 5 (c) 6 (a)
7 (b) 8 (d) 9 (d) 10 (d) 11 (a) 12 (c)
13 (c) 14 (a) 15 (c) 16 (d) 17 (c) 18 (c)

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 STRATEGY IMPLEMENTATION AND 8.3

19 (b) 20 (b) 21 (a)

Descriptive Questions
Question 2
Is strategy formulation an intellectual process? How is it different from strategy
implementation?
Answer
Yes, strategy formulation is primarily an intellectual process. It is based on
strategic decision-making which requires analysis and thinking. Although
inextricably linked, strategy implementation is fundamentally different from
strategy formulation in the following ways:

Strategy Formulation Strategy Implementation

 Strategy formulation focuses on  Strategy implementation focuses
effectiveness. on efficiency.

 Strategy formulation is primarily an  Strategy implementation is

intellectual process. primarily an operational process.
 Strategy formulation requires  Strategy implementation requires
conceptual intuitive and analytical motivation and leadership skills.
skills.
 Strategy formulation requires  Strategy implementation requires
coordination among the executives at coordination among the
the top level. executives at the middle and lower
levels.
Question 3
What is strategic change? Explain the change process proposed by Kurt Lewin
that can be useful in implementing strategies?
Answer
The changes in the environmental forces often require businesses to make
modifications in their existing strategies and bring out new strategies. Strategic
change is a complex process and it involves a corporate strategy focused on new
markets, products, services and new ways of doing business.
To make the change lasting, Kurt Lewin proposed three phases of the change
process for moving the organization from the present to the future. These stages
are unfreezing, changing and refreezing.
 8.3 STRATEGIC
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 8.3 STRATEGIC

(a) Unfreezing the situation: The process of unfreezing simply makes the
individuals or organizations aware of the necessity for change and prepares
them for such a change. Lewin proposes that the changes should not come
as a surprise to the members of the organization. Sudden and unannounced
change would be socially destructive and morale lowering. The
management must pave the way for the change by first “unfreezing the
situation”, so that members would be willing and ready to accept the
change.
Unfreezing is the process of breaking down the old attitudes and
behaviours, customs and traditions so that they start with a clean slate. This can
be achieved by making announcements, holding meetings and promoting the
ideas throughout the organization.
(b) Changing to New situation: Once the unfreezing process has been
completed and the members of the organization recognise the need for
change and have been fully prepared to accept such change, their
behaviour patterns need to be redefined. H.C. Kellman proposed three
methods for reassigning new patterns of behavior as compliance,
identification and internalisation.
(c) Refreezing: Refreezing occurs when the new behaviour becomes a normal
way of life. The new behaviour must replace the former behaviour
completely for successful and permanent change to take place. In order for
the new behaviour to become permanent, it must be continuously
reinforced so that this newly acquired behaviour does not diminish or
extinguish.
Change process is not a one time application but a continuous process due
to dynamism and ever changing environment. The process of unfreezing,
changing and refreezing is a cyclical one and remains continuously in
action.
Question 4
Discuss three methods for reassigning new patterns of behavior as proposed by
H.C. Kellman.
Answer
H.C. Kellman has proposed three methods for reassigning new patterns of
behaviour. These are compliance, identification and internalisation.

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 STRATEGY IMPLEMENTATION AND 8.3

 Compliance: It is achieved by strictly enforcing the reward and punishment

strategy for good or bad behaviour. Fear of punishment, actual punishment
or actual reward seems to change behaviour for the better.
 Identification: Identification occurs when members are psychologically
impressed upon to identify themselves with some given role models whose
behaviour they would like to adopt and try to become like them.
 Internalization: Internalization involves some internal changing of the
individual’s thought processes in order to adjust to a new environment.
They have given freedom to learn and adopt new behaviourin order to
succeed in the new set of circumstances.
Question 5
What are the differences between operational control and management control.
Answer
Differences between Operational C ontrol and anagement Control are as under:
(i) Th al control is on individual tasks or transactions as
e ust op ati
ag thr of er on gregative management functions. When compared
with operational, management control is more inclusive and more
aggregative, in the sense of embracing the integrated activities of a
complete department, division or even entire organisation, instead or mere
narrowly circumscribed activities of sub-units. For example, procuring
specific items for inventory is a matter of operational control, in contrast to
inventory management as a whole.
(ii) Many of the control systems in organisations are operational and
mechanistic in nature. A set of standards, plans and instructions are
formulated. On the other hand the basic purpose of management control is
the achievement of enterprise goals – short range and long range – in an
effective and efficient manner.
Question 6
What is strategic control? Briefly explain the different types of strategic control?
Answer
Strategic Control focuses on the dual questions of whether: (1) the strategy is
being implemented as planned; and (2) the results produced by the strategy are
those intended.
There are four types of strategic control:

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 8.4 STRATEGIC

 Premise control: A strategy is formed on the basis of certain assumptions

or premises about the environment. Premise control is a tool for systematic
and continuous monitoring of the environment to verify the validity and
accuracy of the premises on which the strategy has been built.
 Strategic surveillance: Strategic surveillance is unfocussed. It involves
general monitoring of various sources of information to uncover
unanticipated information having a bearing on the organizational strategy.
 Special alert control: At times, unexpected events may force organizations to
reconsider their strategy. Sudden changes in government, natural calamities,
unexpected merger/acquisition by competitors, industrial disasters and other
such events may trigger an immediate and intense review of strategy.
 Implementation control: Managers implement strategy by converting
major plans into concrete, sequential actions that form incremental steps.
Implementation control is directed toward s assessing the need for es
in the o verall strate
gy light of unfolding chang events and results.
Question 7
What is i mp mentation c ont l? Discu ss its bas ic forms.
Answer

Managers implement strategy by converting major plans into concrete, sequential

actions that form incremental steps. Implementation control is directed towards
assessing the need for changes in the overall strategy in light of unfolding events
and results associated with incremental steps and actions.
Strategic implementation control is not a replacement to operational control.
Strategic implementation control, unlike operational controls continuously
monitors the basic direction of the strategy. The two basic forms of
implementation control are:
(i) Monitoring strategic thrusts: Monitoring strategic thrusts help managers
to determine whether the overall strategy is progressing as desired or
whether there is need for readjustments.
(ii) Milestone Reviews. All key activities necessary to implement strategy are
segregated in terms of time, events or major resource allocation. It normally
involves a complete reassessment of the strategy. It also assesses the need
to continue or refocus the direction of an organization.
Question 8
What is Business Process Reengineering (BPR)?
 STRATEGY IMPLEMENTATION AND 8.4
© The Institute of Chartered Accountants of India
 STRATEGY IMPLEMENTATION AND 8.4

Answer
Business Process Reengineering (BPR) is an approach to unusual improvement in
operating effectiveness through the redesigning of critical business processes and
supporting business systems. It is revolutionary redesign of key business
processes that involves examination of the basic process itself. BPR refers to the
analysis and redesign of workflows and processes both within the organization
and between the organization and the external entities like suppliers, distributors,
and service providers. The orientation of redesigning efforts is basically radical. In
other words, it is a total deconstruction and rethinking of business process in its
entirety, unconstrained by its existing structure and pattern.
Question 9
What steps would you recommend to implement BPR in an organization?
Answer
BPR esigning of key business processes. BPR involves the
revolutionar
follo is
a y
red
steps:
i. Det
erm ing bjectives: Objectives are the desired end results of the
redesign proce ss hich the management and organization attempts to
realise. They will provide the required focus, direction, and motivation for
the redesign process and help in building a comprehensive foundation for
the reengineering process.
ii. Identify customers and determine their needs: The process designers
have to understand customers - their profile, their steps in acquiring, using
and disposing a product. The purpose is to redesign business process that
clearly provides value addition to the customer.
iii. Study the existing processes: The study of existing processes will provide
an important base for the process designers. The purpose is to gain an
understanding of the ‘what’, and ‘why’ of the targeted process. However, as
discussed earlier, some companies go through the reengineering process
with clean perspective without laying emphasis on the past processes.
iv. Formulate a redesign process plan: The information gained through the
earlier steps is translated into an ideal redesign process. Formulation of
redesign plan is the real crux of the reengineering efforts. Customer
focussed redesign concepts are identified and formulated. In this step
alternative processes are considered and the best is selected.

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 8.4 STRATEGIC

v. Implement the redesigned process: It is easier to formulate new process

than to implement them. Implementation of the redesigned process and
application of other knowledge gained from the previous steps is key to
achieve dramatic improvements. It is the joint responsibility of the
designers and management to operationalise the new process.
Question 10
What is Benchmarking? Explain briefly the elements involved in Benchmarking
process.
Answer
Benchmarking is an approach of setting goals and measuring productivity of firms
based on best industry practices or against the products, services and practices of
its competitors or other acknowledged leaders in the industry. It developed out of
need to have infor mat n against which performance can be measured.
Benchmarking helps businesses in performance by learning from the
best practices and the processes by which they are achieved. Thus, benchmarking
is a proces s cont uous improvement in search for competitive advantage.
Firms can use benchmarking practices to achieve improvements in diverse range
of management functions like product development, customer services, human
resources management, etc.
The various steps in Benchmarki ng Process are as under:
(i) Identifying the need for benchmarking: This step will define the tives
of the benchmarking exercise. It will also involve selecting the type of
benchmarking. Organizations identify realistic opportunities for improvements.
(ii) Clearly understanding existing decisions processes: The step will involve
compiling information and data on performance.
(iii) Identify best processes: Within the selected framework best processes are
identified. These may be within the same organization or external to them.
(iv) Comparison of own process and performance with that of others:
Benchmarking process also involves comparison of performance of the
organization with performance of other organization. Any deviation
between the two is analysed to make further improvements.
(v) Prepare a report and implement the steps necessary to close the
performance gap: A report on benchmarking initiatives containing
recommendations is prepared. Such a report also contains the action plans
for implementation.

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 STRATEGY IMPLEMENTATION AND 8.4

(vi) Evaluation: Business organizations evaluate the results of the benchmarking

process in terms of improvements vis-à-vis objectives and other criteria set for
the purpose. They also periodically evaluate and reset the benchmarks in the
light of changes in the conditions that impact the performance.
Scenario based Questions
Question 11
Swift Ltd and Quick Ltd are two companies that are in the business of light
industrial machines. While Swift is the market leader the sales of Quick has been
falling. In the year 2017-18 the market share of the two companies was forty per
cent and five per cent respectively. During the last five years the market share of
quick reduced from third to sixth position. As an immediate corrective measure
top management of Quick decided to emulate the successful standards of Swift
Ltd and set them as their own yardsticks. With the help of standards they
intended to compare, measure and judge eir performance.
stra tegic t
Wha t is ool uick L is ng? How is it implemented?
Answer
The top management of Quic g benchmarking. The benchmarking
k Lt d is doin
helps an organization to get ahead of competition. A benchmark may be defined
as a standard or a point of reference against which things may be compared and
by which something can be measured and judged. In simple words,
benchmarking is an approach of setting goals and measuring productivity based
on best industry practices. In recent years, different commercial and non-
commercial organizations are discovering the value of benchmarking and are
applying it to improve their processes and systems.
Benchmarking processes used by different organisations lack standardization.
However, common elements are as follows:
I. Identifying the need for benchmarking: This step will define the
objectives of the benchmarking exercise. It will also involve selecting the
type of benchmarking. Organizations identify realistic opportunities for
improvements.
II. Clearly understanding existing business processes: This step will involve
compiling information and data on performance. This will include mapping
processes.
III. Identify best processes: Within the selected framework, best processes are
identified. These may be within the same organization or external to it.

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 8.4 STRATEGIC

IV. Compare own processes and performance with that of others: While
comparing gaps in performance between the organization and better
performers is identified. Further, gaps in performance are analysed to seek
explanations. Feasibility of making the improvements is also examined.
V. Prepare a report and Implement the steps necessary to close the
performance gap: A report on the Benchmarking initiatives containing
recommendations is prepared. Such a report includes the action plan(s) for
implementation.
VI. Evaluation: A business organization must evaluate the results of the
benchmarking process in terms of improvements vis-à-vis objectives and
other criteria set for the purpose. It should also periodically evaluate and
reset the benchmarks in the light of changes in the conditions that impact
its performance.
Questi
dia is the M
Kewal Kapa K industries
an ing Dire ctor of K nce, Kuld ny located
grew ndininKanpur.
pre I eep
n aKhaitan he said
review meeting with the head of fina irst
five years of last decade the compa ear,
then the growth rate started falling a d1
per cent. Kuldeep replied that the company is facing twin issues, one the strategy
is not being implemented as planned; and two the results produced by the
strategy are not in conformity with the intended goals. There is mismatch
between strategy formulation and implementation. Kewal disagreed and stated
that he takes personal care in implementing all strategic plans.
You have been hired as a strategy consultant by the KK Industries. Advise way
forward for the company to identify problem areas and correct the strategic
approaches that have not been effective.
Answer
The company needs to conduct strategy audit.
A strategy audit is needed under the following conditions:
 When the performance indicators reflect that a strategy is not working
properly or is not producing desired outcomes.
 When the goals and objectives of the strategy are not being accomplished.
 When a major change takes place in the external environment of the
organization.

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 STRATEGY IMPLEMENTATION AND 8.4

 When the top management plans:

- to fine-tune the existing strategies and introduce new strategies and
- to ensure that a strategy that has worked in the past continues to be in-
tune with subtle internal and external changes that may have occurred
since the formulation of strategies.
Adequate and timely feedback is the cornerstone of effective strategy audit.
Strategy audit can be no better than the information on which it is based.
Strategy Audit includes three basic activities:
(i) Examining the underlying bases of a firm’s strategy,
(ii) Comparing expected results with actual results, and
(iii) Taking corrective actions to ensure that performance conforms to plans.
Questi on
HQ is a rvice comp any? Two years back the company hired a reputed
management consultant to formulate its egy. The consultant recommended
an aggressive expansion plan. Now in an internal review meeting the company
finds that many of the suggestions ar e not n fully considered.
Which part of strategic management process is missing in HQ?
Answer
Strategy implementation is missing in HQ. Implementation is the managerial
exercise of putting a chosen strategy into action. It deals with the managerial
exercise of supervising the ongoing pursuit of strategy, making it work, improving
the competence with which it is executed and showing measurable progress in
achieving the targeted results.
Strategic implementation is concerned with translating a strategic decision into
action, which presupposes that the decision itself (i.e., the strategic choice) was
made with some thought being given to feasibility and acceptability. The
allocation of resources to new courses of action will need to be undertaken, and
there may be a need for adapting the organization’s structure to handle new
activities as well as training personnel and devising appropriate systems.
It is crucial to realize the difference between the formulation and implementation
because they both require very different skills. Also, a company will be successful
only when the strategy formulation is sound and implementation is excellent.

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