Lernzettel: Strategic Management Fundamentals

📋 Course Outline

1. Strategic management concept
2. Strategic management model
3. Strategy formulation, implementation and evaluation
4. Key strategic management terms
5. Competitive advantage and SWOT analysis
6. Benefits of strategic management
7. Why firms avoid planning
8. Pitfalls in strategic planning

📖 1. Strategic management concept

🔑 Key Concepts & Definitions

• Strategic management : Strategic management is the art and science of formulating, implementing, and evaluating cross-functional decisions that help an organization achieve its objectives.
• Strategic planning : Strategic planning is treated as synonymous with strategic management in this course.
• Long-range planning : Long-range planning focuses on optimizing today’s trends for tomorrow rather than running the full strategic management cycle.
• Strategic plan : A strategic plan is a company’s game plan created through tough choices among alternatives that commit to specific markets and operating approaches.

📝 Essential Points

• Strategic management uses cross-functional decisions to reach organizational objectives.
• In this course, “strategic planning” matches strategic management, while “strategic planning” can sometimes mean only strategy formulation.
• A strategic plan signals commitment to particular markets, policies, procedures, and operations.

💡 Memory Hook

Strategic management = decisions across functions (formulate→implement→evaluate).

📖 2. Strategic management model

🔑 Key Concepts & Definitions

• Comprehensive integrative strategic management model : The comprehensive, integrative strategic management model links the current situation, desired future, and the way to reach it.
• Where are we now : Where are we now is the starting prompt used to assess the organization’s current situation.
• Where do we want to go : Where do we want to go is the prompt used to define a desired future direction.
• How are we going to get there : How are we going to get there is the prompt that focuses on actions needed to reach the desired future.

📝 Essential Points

• The model is built around the three prompts: current position, desired destination, and chosen path.

💡 Memory Hook

3-step GPS: Now → Goal → Path.

📖 3. Strategy formulation, implementation and evaluation

🔑 Key Concepts & Definitions

• Strategy formulation : Strategy formulation is the stage where a vision and mission are set and long-term choices about strategies are made.
• Strategy implementation : Strategy implementation is the stage that turns chosen strategies into annual objectives, policies, resource allocation, and actions.
• Strategy evaluation : Strategy evaluation is the stage that checks whether current strategies are working and corrects problems.

📝 Essential Points

• Strategy formulation includes developing a vision and mission, identifying external opportunities and threats, assessing internal strengths and weaknesses, setting long-term objectives, generating alternatives, and choosing strategies.
• Strategy implementation requires annual objectives, policies, motivation of employees, and resource allocation, and it is often called the action stage.
• Strategy evaluation uses three activities: reviewing external and internal factors behind current strategies, measuring performance, and taking corrective actions.

💡 Memory Hook

Plan→Do→Check: formulate, implement, evaluate.

📖 4. Key strategic management terms

🔑 Key Concepts & Definitions

• Competitive advantage : Competitive advantage is either doing certain activities especially well versus rivals or owning resources that rivals desire.
• Sustained competitive advantage : Sustained competitive advantage is the ongoing ability of a firm to maintain superior advantage over time.
• Vision and mission statements : Vision and mission statements are statements describing desired future state and defined business scope.
• External opportunities and threats : External opportunities and threats are political, economic, sociocultural, technological, environmental, legal, and competitive trends that can significantly help or harm an organization.
• Internal strengths and internal weaknesses : Internal strengths and internal weaknesses are controllable activities performed particularly well or poorly relative to competitors.

📝 Essential Points

• A firm should strive to achieve sustained competitive advantage.
• Vision answers “What do we want to become?” and mission answers “What is our business?”
• Long-term objectives are results sought over more than one year that should be challenging, measurable, consistent, reasonable, and clear.
• Strategies are the means to achieve long-term objectives and can include expansion, diversification, acquisition, product development, market penetration, retrenchment, divestiture, liquidation, and joint ventures.

💡 Memory Hook

Advantage can be skill or desired resources; vision is future, mission is business.

📖 5. Competitive advantage and SWOT analysis

🔑 Key Concepts & Definitions

• SWOT analysis : SWOT analysis is a tool that uses strengths, weaknesses, opportunities, and threats to identify potential strategies.
• Strengths : Strengths are the firm’s internal activities performed especially well.
• Weaknesses : Weaknesses are the firm’s internal activities performed especially poorly.
• Opportunities and Threats : Opportunities and threats are external conditions that could benefit or harm the organization.

📝 Essential Points

• SWOT analysis stands for strengths, weaknesses, opportunities, and threats.
• SWOT analysis helps managers identify four different potential strategies based on the SWOT elements.

💡 Memory Hook

SWOT = Internal (S,W) + External (O,T) to generate strategy options.

📖 6. Benefits of strategic management

🔑 Key Concepts & Definitions

• Proactive management : Proactive management is shaping the future through initiated actions rather than only reacting to events.
• Control over destiny : Control over destiny is the ability to influence and manage activities to shape outcomes instead of just responding to them.
• Nonfinancial benefits : Nonfinancial benefits are outcomes such as awareness and understanding that improve organizational performance beyond dollars.

📝 Essential Points

• Strategic management lets an organization be more proactive than reactive in shaping its future.
• Strategic management helps initiate and influence activities so the firm can exert control over its own destiny.
• Firms using strategic-management concepts show significant improvement in sales, profitability, and productivity compared with firms without systematic planning activities.
• Nonfinancial benefits include enhanced awareness of external threats, improved understanding of competitors’ strategies, increased employee productivity, reduced resistance to change, and clearer performance-reward relationships.

💡 Memory Hook

Money + mindset: better numbers and better understanding/commitment.

📖 7. Why firms avoid planning

🔑 Key Concepts & Definitions

• Strategic management training gap : A lack of formal strategic management training is an obstacle that reduces firms’ willingness to plan.
• Planning reward structure : A reward or punishment mismatch occurs when firms do not pay or penalize planning behavior.
• Firefighting mode : Firefighting mode is the focus on resolving internal crises that crowds out planning ahead.
• Planning skepticism : Planning skepticism is treating planning as a waste of time because it does not directly create a product or service.

📝 Essential Points

• Some firms do not engage in strategic planning due to no formal training, no perceived benefits, and no monetary rewards or punishment.
• Too much time is spent firefighting internal crises instead of planning ahead.
• Reasons also include laziness, contentment with current success, overconfidence, and prior bad experience with strategic planning.

💡 Memory Hook

If planning isn’t trained, rewarded, or trusted, firms default to firefighting and skepticism.

📖 8. Pitfalls in strategic planning

🔑 Key Concepts & Definitions

• Control-seeking planning : Control-seeking planning is using the planning process to dominate decisions and resource allocation.
• Accreditation-only planning : Accreditation-only planning is doing planning mainly to satisfy external accreditation or regulatory demands.
• Mission-to-strategy rush : Mission-to-strategy rush is moving from mission development to strategy formulation too quickly.
• Siloed planning activities : Siloed planning treats planning activities as independent parts that fail to work collaboratively.

📝 Essential Points

• Pitfalls include using planning to gain control, doing it only for accreditation/regulation, moving too hastily from mission to strategy formulation, and failing to communicate the plan to employees.
• Top-management failures include relying on many intuitive decisions that conflict with the formal plan and not actively supporting the strategic-planning process.
• Other pitfalls include delegating planning to a “planner” instead of involving managers, not involving key employees in all phases, stifling flexibility with excessive formality, and becoming so absorbed in current problems that planning is insufficient or absent.

💡 Memory Hook

Plan fails when control/box-checking replaces involvement, communication, and feedback.

⚠️ Common Pitfalls & Confusions

1. Students may confuse strategic management with long-range planning because both look forward, but long-range planning optimizes trends while strategic management includes formulation, implementation, and evaluation.
2. Students may assume strategy formulation, implementation, and evaluation happen at the same time rather than as distinct stages with different outputs.
3. Students may mix up vision and mission because both relate to direction but vision targets what the firm wants to become and mission targets what the firm’s business is.
4. Students may treat SWOT as the strategy itself rather than a tool that helps identify potential strategies.
5. Students may forget that annual objectives and policies are part of implementation, not formulation.
6. Students may think strategic planning is avoided only due to laziness rather than also due to lack of training, lack of rewards/punishments, overconfidence, or prior bad experiences.
7. Students may repeat the plan without using it as a performance standard because not using plans to measure performance is listed as a pitfall.

✅ Exam Checklist

1. Define strategic management and state the three activity types it involves.
2. State how this course uses “strategic management,” “strategic planning,” and how it differs from long-range planning.
3. Explain what a strategic plan is and what it signals commitment to.
4. List the three prompts in the comprehensive, integrative strategic management model in the correct order.
5. List the three stages of strategic management.
6. For strategy formulation, list all listed components: vision/mission, external opportunities/threats, internal strengths/weaknesses, long-term objectives, alternative strategies, and chosen strategies.
7. For strategy formulation decisions, name at least three of the listed decision types (enter/abandon/expand-diversify/international/merge-or-joint-venture/avoid hostile takeover).
8. For strategy implementation, state what it requires (annual objectives, policies, motivate employees, allocate resources) and name at least two action-stage elements from the list.
9. For strategy evaluation, state the three fundamental activities (review factors, measure performance, take corrective actions).
10. Define competitive advantage and describe the two ways it can exist (especially well activities or desired resources).
11. State the “sustained” requirement for competitive advantage.
12. Define strategists and state what they help an organization do (gather, analyze, and organize information).
13. State the question each of vision and mission statements answers.
14. Define external opportunities and threats and list the PESTEL categories plus competitive trends/events.