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UNIT 1 Strategic Intent

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Tanya Gupta
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25 views24 pages

UNIT 1 Strategic Intent

Uploaded by

Tanya Gupta
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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STRATEGIC

INTENT
STRATEGIC INTENT:
It is the composition of two words: Strategy + Intent

Strategy: It is an action that managers take to attain one or more


of the organization’s goals. Strategy can also be defined as “A
general direction set for the company and its various
components to achieve a desired state in the future.

Intent: Having the mind, attention, or will concentrated on


something or some end or purpose.
STRATEGIC INTENT:

It is the overall direction of a organization’s strategy. It is often an


aspiration target that is difficult or perhaps impossible to achieve. It
serves to inspire, motivate and provide clear direction to stakeholders.

It refers to purpose for what organization strives for. Organization must


define “what they want to do” and “why they want to do”.

The strategic intent of an organization describes how the firm’s energy


and resources are channeled into a focused and unified overall goal.
CHARACTERISTICS OF STRATEGIC INTENT:

Essence of
winning

Stable over
time

Personal
effort & time

Enormous
creativity
HIERARCHY OF STRATEGIC INTENT:
VISION
Vision is defined as “a realistic, credible and attractive future of
an organization”.

Realistic

Credible

Attractive

Future
FEATURES OF GOOD VISION:
It should be idealistic and realistic.
Good vision clarifies the direction.
 Good vision encourages the organization members
commitment from them.
 Good vision reflects uniqueness of organization, its distinct
competence, what it stands for and what it is able to achieve.
Good vision is consistent with organization values and
culture.
 Good vision is easily understood by those who are
responsible to convert it into reality.
EXAMPLES:
INFOSYS: To be globally respected company that provides
best of breed software solutions by best-in-class people.

TATA TEA To be India’s foremost tea based beverage


company.
MISSION

Mission is defined as “a fundamental unique purpose that sets a


business apart from other firms of its type and identifies its scope
of its operations in product and market terms. It is a statement
which defines the role that organization plays in the society”.
FEATURES OF GOOD MISSION

Feasible

Precise

Clear

Motivating

Distinctive
EXAMPLES:
INFOSYS: To achieve our objectives in a environment of
fairness, honesty and courtesy towards our clients, employees,
vendors and society at large.

HCL: To be a world class competitor.


GOALS

Goals are defined as “what an organization hopes to accomplish


in a future period of time. They represent the future state or
outcome of effort put in now”.
CHARACTERISTICS OF GOALS

Timeless

General in
terms

Relative in
terms

Focused on
External
Environment
EXAMPLES:
HCL: To meet everyday needs of people everywhere with
branded products.
OBJECTIVES

Objectives are defined as “the ends that state specifically how the
goals shall be achieved. They are concrete and specific in
contrast to goals that are generalized”.
CHARACTERISTICS OF OBJECTIVES

Temporal

Specific in
terms

Absolute in
terms

Focused on
Internal
Environment
EXAMPLES:
INFOSYS: To exploit various technologies to provide
effective and cost efficient solutions to their customers. It
believe in working as partners with customers in identifying their
needs & work with them designing solutions to satisfy their
business needs through long term relationship.
ROLE OF OBJECTIVES

Define organization’s relationship with its environment.


Help an organization to pursue its vision & mission.
Provide the basis for strategic decision making.
Provides standards for performance appraisal.
ISSUES IN OBJECTIVE SETTING

Specificity

Multiplicity

Periodicity

Verifiability

Reality

Quality
FEATURES OF GOALS & OBJECTIVES

SMART DUMB

S • Specific D • Do-able
• Measurabl
M • Understan
e U
dable
A • Attainable
• Manageab
M
R • Relevant le

• Time • Beneficial
T B
Bound
PLANS

Plans are defined as “the detailed steps to achieve objectives. In


other words, they are the steps that are followed to achieve the
objectives laid down by the organization”. It can be short term as
well as long term.
FEATURES OF GOOD PLAN

Flexible

Economical

Comprehensive

Verifiability

Simple

Clear

Balanced
EXAMPLES:
INFOSYS: To bring down Infosys attrition rates.
HUL: To set-up end-to-end digital transformation plan for next
phase of growth.
THANK
YOU

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