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Strategy

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The strategic approach consists of four main elements …

The strategic approach consists of four main elements
First, the strategic approach is oriented toward the future
Second, the strategic approach has an external emphasis
Third, the strategic approach concentrates on assuring a good fit between the environment and the organisation
Finally, the strategic approach is a process – Not a single activity

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  • 1. The Strategic Approach Dr Brian Monger Copyright May 2014. This Power Point program and the associated documents remain the intellectual property and the copyright of the author and of The Marketing Association of Australia and New Zealand Inc. These notes may be used only for personal study associated with in the above referenced course and not in any education or training program. Persons and/or corporations wishing to use these notes for any other purpose should contact MAANZ for written permission.
  • 2. MAANZ International • MAANZ International, is a Not for Profit, internet based professional and educational institute which has operated for over 25 years. • MAANZ International offers Professional Memberships; • Marketing Courses (Formal and Short) • And Marketing Publications • www.marketing.org.au Marketing In Black and White 2
  • 3. Dr. Brian Monger • Brian Monger is the CEO of MAANZ International and a Professional marketer and consultant with over 40 years experience. • He is highly active on social media – including Linked In, where he owns, manages and moderates groups with about 1 million members Marketing In Black and White 3
  • 4. The strategic approach consists of four main elements:
  • 5. First, the strategic approach is oriented toward the future • It recognises that the environment will change. It is generally a long range orientation (but it may be a strategy for a shorter period – like a specific campaign). • It will try to anticipate events rather than simply react as they occur.
  • 6. The strategic approach is oriented toward the future • The approach leads the manager to ask where his/her organisation wants to be after a certain period, what it will need (resources) to get to where it wants, and how to develop strategies and the means to get there, and finally, how to manage those strategies to achieve the organisation’s goals and objectives.
  • 7. The strategic approach is oriented toward the future • It is recognised that the future cannot be controlled, but the argument can be made that by anticipating the future, organisations can help to shape and modify the impact of environmental change.
  • 8. Second, the strategic approach has an external emphasis • It takes into account several components of the external environment, including technology, politics, economics and the social dimension. • Strategic thinking recognises that each of these can either constrain or facilitate an organisation as it seeks to implement policy.
  • 9. The strategic approach has an external emphasis • Politics will determine the policies that are to be implemented, economics will determine the organisation’s level of resources, and social factors might well determine who the organisation’s beneficiaries will be. • In particular, strategic thinking recognises and emphatically takes into account politics and the exercise of political authority.
  • 10. Managers are not free to do anything they decide • Managers must be sensitive to the needs and respond to demands of constituents over whom they have little or no control. • Among those constituents, political actors are perhaps the most important.
  • 11. Third, the strategic approach concentrates on assuring a good fit between the environment and the organisation • (including its mission and objectives, strategies, structures, and resources) and attempts to anticipate what will be required to assure continued fit.
  • 12. A good fit between the environment and the organisation • Under conditions of rapid political, economic and social change, strategies can quickly become outmoded or no longer serve useful purposes; or the resources traditionally required by the organisation to produce its goods and services may suddenly become unavailable.
  • 13. A good fit between the environment and the organisation • The strategic approach recognises that to maintain a close fit with the environment, the different elements of the organisation will need to be continuously re-assessed and modified as the environment evolves.
  • 14. Finally, the strategic approach is a process – Not a single activity • It is continuous and recognises the need to be open to changing goals and activities in light of shifting circumstances within the environment. It is a process that requires monitoring and review mechanisms capable of feeding information to managers continuously. Strategic management or planning are not one-shot approaches, they are ongoing.
  • 15. • For more information about MAANZ International and articles about Marketing, visit: • www.marketing.org.au • http://smartamarketing.wordpress.com • http://smartamarketing2.wordpress.com • Email: info@marketing.org.au • Link to this site - - http://www.slideshare.net/bmonger for further presentations Marketing In Black and White 15
  • 16. 16 END MAANZ MXPress Program