ORIGIN OF STRATEGY AND ITS TYPES

1. The origin and history of
Strategy

2.  The origin and history of strategy can be traced back to ancient times and has evolved
significantly over the centuries.
 The origin of the word "strategy" is from the Greek word "stratēgia“, which means "general,
art of troop leader; office of general, command, generalship“
 The concept of strategy has its roots in military planning, and the earliest known
discussions of strategy can be found in the writings of ancient Greek and Chinese military
thinkers.
For example: Trojan Horse, a strategy used by the Greeks to trick the Trojans into opening
their gates and allowing the Greek army to enter the city.
Another example is the Battle of Cannae, in which the Carthaginian general Hannibal
defeated a much larger Roman army by using a clever flanking maneuver.
The origin and history of
Strategy

3.  A very famous book on strategy in “The Art of War” written by a Chinese
military leader Sun Tzu.
 Some famous quotes from this book:
 "He will win who knows when to fight and when not to fight”
 "The best strategy is to be formless, shapeless like water”
 "Opportunities multiply as they are seized”
 "The greatest victory is that which requires no battle”

4. which lasted from the
ancient world to the early
20th century. During this
phase, strategy was
primarily concerned with the
planning and execution of
military campaigns.
The military phase
which began in the early
20th century and continues
to the present day. During
this phase, strategy has
been applied to the
business world, and many
of the principles of military
strategy have been adapted
for use in business.
Some renowned business
strategies are- Blue Ocean
Strategy, Cost Leadership
strategy, Differentiation
Strategy, Focus strategy
etc.
The business phase
which began in the late 20th
century. During this phase,
strategy has been applied to
a wide range of fields,
including politics, sports,
and even personal life.
For example: Game
Theory, Living Strategy,
Survival Strategy, Chess
Strategy etc.
The general phase
Three phases of history of strategy

6.  A plan of action designed to achieve a long-term or overall aim.
 Michael Porter: "Strategy is about making choices, trade-offs;
it's about deliberately choosing
to be different.“
 Peter Drucker: "Strategy is a clear set of choices about how
to compete.“
 Henry Mintzberg: "Strategy is a pattern in a stream
of decisions.“
 Sun Tzu: "Strategy is the art of war. It is the art of arranging
troops in such a way as to impose your will on the enemy.“
Definition of
Strategy

7. Three Types of Strategy

8. Corporate Level Strategy
 Corporate level strategy identifies the portfolio of businesses
that in total comprise the company and how these businesses
relate to each other.
 It specifies actions taken by the firm to gain a competitive
advantage.

9. Consideration for corporate level strategy
Markets
Geographic
Areas

10. Firms expands
by adding new
product line.
Company offers
one product or
product line.
01
Concentration
Strategy
02
Diversification
Strategy
Firms expands
by producing
own raw
materials.
03
Company grows
by entering new
territorial
markets.
04
Vertical
integration
Strategy
Geographic
Expansion
Strategy
Types of Corporate Level Strategy

11. Business level Strategy
 A business’s overall competitive theme; the way it
positions itself in the marketplace to gain a competitive
advantage, and the different positioning strategies that
it can use in different industry settings

12. Types of Business level strategies
Business level Strategy
Broad Low-cost
Wal-mart
Broad
Differentiated
Toyota
Coca Cola
Focus Low-Cost
Costco
Southwest
Airlines
Focus
differentiation
Virgin Airlines
Strategic Emphasis
Approach
to
the
market
Broad
Narrow
(Niche)
Low cost Differentiation

13. Business level Strategy
Walmart Inc.
1. Every Day Low Price (EDLP)
2. Electronic Data Inter Change(EDI)
3. Good relationship with Suppliers
4. Efficient inventory management

14. Business level Strategy
Toyota Motor Corp.
1. Cars
2. SUVs and Minivans
3. Trucks
4. Scion

15. Business level Strategy
Virgin Airlines
1. low-cost pricing
2. No In-flight Meals or Movies
3. No Seat Assignment
4. One type of plane
5. Flies point-to-point
6. Not routed through hubs

16. Business level Strategy
Virgin Airlines
1. Giving completely different
experience
2. Leather seats
3. Cocktail lounge-style lighting
4. Onboard Wi-Fi
5. In-seat power outlets for electronics
devices
6. Full-service meals

17. Functional level Strategy
 Functional level strategy refers to the set of plans and
actions formulated and implemented by each functional
area within an organization to support the overall business
or corporate level strategy.

18. Functional level Strategy
Profitability
Market share
Human talent
Financial
health
Cost
efficiency
Product
quality
Innovation
Social
responsibil
ityy
Objectives

19. Types of Functional level Strategy
Deals with
budgeting,
expenditure and
monitoring and
controlling
financial activities.
Deals with pricing,
selling and
distributing a
product
01
Marketing strategy
02
Financial Strategy
Invest in research
and development
activities to
innovate and
create new
product and
service.
.
03
Recruit and retain
top talent to build
a skilled workforce
that aligns with the
organization’s
strategic goals.
04
Research and
development
Strategy
Human
Resource
Management
Strategy
:
It involves
identifying,
organizing, storing,
securing and
distributing
information in a
way that supports
the organization’s
objectives and
decision-making
process.
04
Information
Management
Strategy

20. Functional level Strategy
Example