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Picture from Illustrative Case: Apple (Computer) Inc.

In 2007 changed name, reflects evolution to their strategy,

Was this a conscience choice or emergent?What is their strategy, what is their business model,The value proposition, is it a good strategy

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Strategy is the pattern of decisions in a company thatdetermines and reveals its objectives, purposes, or

goals, produces the principal policies and plans for

achieving those goals, and defines the range of

business the company is to pursue, the kind of

economic and human organization it is or intends to be,

and the nature of the economic and noneconomic

contribution it intends to make to its shareholders,employees, customers, and communities.

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Kenneth Andrews, The Concept of Corporate Strategy(Homewood, IL: Richard D. Irwin, 1971).

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Strategy is the pattern of decisions in a company thatdetermines and reveals its objectives, purposes, or

goals, produces the principal policies and plans for

achieving those goals, and defines the range of

business the company is to pursue, the kind of

economic and human organization it is or intends to be,

and the nature of the economic and noneconomic

contribution it intends to make to its shareholders,employees, customers, and communities.

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Kenneth Andrews, The Concept of Corporate Strategy(Homewood, IL: Richard D. Irwin, 1971).

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Strategy is the pattern of decisions in a company thatdetermines and reveals its objectives, purposes, or

goals, produces the principal policies and plans for

achieving those goals, and defines the range of

business the company is to pursue, the kind of

economic and human organization it is or intends to be,

and the nature of the economic and noneconomic

contribution it intends to make to its shareholders,employees, customers, and communities.

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Kenneth Andrews, The Concept of Corporate Strategy(Homewood, IL: Richard D. Irwin, 1971).

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Strategy is the pattern of decisions in a company thatdetermines and reveals its objectives, purposes, or

goals, produces the principal policies and plans for

achieving those goals, and defines the range of

business the company is to pursue, the kind of

economic and human organization it is or intends to be,

and the nature of the economic and noneconomic

contribution it intends to make to its shareholders,employees, customers, and communities.

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Kenneth Andrews, The Concept of Corporate Strategy(Homewood, IL: Richard D. Irwin, 1971).

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Strategy is the pattern of decisions in a company thatdetermines and reveals its objectives, purposes, or

goals, produces the principal policies and plans for

achieving those goals, and defines the range of

business the company is to pursue, the kind of

economic and human organization it is or intends to be,

and the nature of the economic and noneconomic

contribution it intends to make to its shareholders,employees, customers, and communities.

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Kenneth Andrews, The Concept of Corporate Strategy(Homewood, IL: Richard D. Irwin, 1971).

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How a firm positions itself in the market and develops and leverages

internal resources and capabilities to accomplish its strategic mission.

Strategic Plan

A firms values and purpose and the scope of

its operations in product and market terms.

Strategic Mission

Individual actions taken to execute the strategic

plan in pursuit of the strategic mission.

Strategic Actions

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From a generalists perspective (integrative, foundational) Using strategic reasoning (rivalry, dynamics, complexity)

Grounded in analytics and data Applying appropriate tools and frameworks

def. the assessment of an organizations current

competitive position and the identification of

future valuable competitive positions and how

to achieve them

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Someone who formulates and implements strategy CEO or President Entrepreneur/OwnerVP Strategic Planning

General Manager of a Business Unit

Someone who evaluates strategy Investors Financial Analysts

Someone who recommends future strategic actions Consultants Secondary Stakeholders

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Values

What is our mission?What is our scope?

What do we value?

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Our goal for Citigroup is to be the mostrespected global financial services company.

Like any other public company, we'reobligated to deliver profits and growth to ourshareholders. Of equal importance is to

deliver those profits and generate growthresponsibly.

Source: www.missionstatements.com

The mission of The Walt Disney Companyis to be one of the world's leadingproducers and providers of entertainmentand information.

Google's mission is to organize theworld's information and make it

universally accessible and useful.Dells mission is to be the mostsuccessful computer company in theworld at delivering the best customerexperience in markets we serve.

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At the heart of the Chevron way is our vision tobe the global energy company most admired forits people, partnership and performance.

Ford: We are a global family with a proudheritage passionately committed to providingpersonal mobility for people around the world.

McKesson: Our mission is to provide

comprehensive pharmacy solutions that improveproductivity, profitability and result in superiorpatient care and satisfaction.

Source: www.missionstatements.com

Facebooks mission is to give people thepower to share and make the world moreopen and connected.

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ValuesWhat is our mission?What is our scope?What do we value?

Opportunities

What does the marketdemand? Who else, if anyone,

offers this value proposition?

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ValuesWhat is our mission?What is our scope?What do we value?

Opportunities

Capabilities

What are our strengths?Where might we have a

competitive advantage?

What does the market demand?Who else, if anyone, offers thisvalue proposition?

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ValuesWhat is our mission?What is our scope?What do we value?

Opportunities CapabilitiesWhat are our strengths?Where might we have acompetitive advantage?

What does the market demand?Who else, if anyone, offers thisvalue proposition?

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ValuesWhat is our mission?What is our scope?What do we value?

Opportunities CapabilitiesWhat are our strengths?Where might we have acompetitive advantage?

What does the market demand?Who else, if anyone, offers thisvalue proposition?

How do wecreate and

sustainvalue?

ValuableCompetitive

Position

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Strengths

Opportunities

Weaknesses

Threats

Interna

lFirm

Capab

ilities

ExternalCompetitive

Environmen

t

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A business strategy is embodied in its mission, plan,and actions

Strategic analysis is useful for assessing the viability ofa business strategy

Strategic analysis is not just the purview of the CEO The strategists challenge is to balance values,

opportunities, and capabilities to identify desirable

competitive positions that create and sustain value.

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