Mintzberg's Strategy Mix in Project Management

1. Strategic Mix Example
The Tata Nano Project
1. Making of the World's Cheapest Car at INR 100,000- Deliberate strategy
2. This was not achieved, and various factors led to decline in sales volume,
including delays during the factory relocation from Singur to Sanand,
early instances of the Nano catching fire or the perception of the car being
unsafe and lacking quality due to costcutting.
The project lost money.
In 2017, Tata Motors said manufacturing would continue due to the
company's emotional commitment to the project. - Submergent Strategy
3. Production was eventually halted in May 2018. The Nano was never
really appreciated by the public and sales were always lower than
expected.- Emergency Strategy
4. The Gujrat Plant built for Nano now produces other hatchbacks like Tiago
and Tigor- Emergent Strategy
FedEx Case Study
5. FedEx- follows the strategy devised by its founder many years ago—fast
package delivery via a centralized hub- Deliberate strategy
6. In mid-1980s, FedEx deviated focus on package delivery to capitalize on
an emerging technology: facsimile (fax) machines. The firm developed a
service called ZapMail that involved documents being sent electronically
via fax machines between FedEx offices and then being delivered to
customers’ offices. - Emergent Strategy
7. FedEx executives hoped that ZapMail would be a success becauseit
reduced the delivery time of a document from overnight to just a couple of
hours. Unfortunately, however, the ZapMail system had many technical
problems that frustrated customers. – Submergent Strategy
8. Even worse, FedEx failed to anticipate that many businesses would simply
purchase their own fax machines. ZapMail was shut down before long,
and FedEx lost hundreds of millions of dollars. – Emergency Strategy
FedEx had made a costly mistake by venturing outside of the domain that
was central to its deliberate strategy: package delivery.
ITC E e-Choupal System
9. Launched in June 2000, link directly with rural farmers in Madhya
Pradesh via the Internet for procurement of soybean. - Deliberate strategy

2. 10.ITC rolled out e-Choupal operations in 35,000 villages in 10 states and
growing a range of crops - Soybean, Wheat, Rice, Maize, Coffee, Marine
Products and Fruits. - Emergent Strategy
11.Swasthya Choupal- Rural Health Initiative (Modifying an old strategy or
reviving it) which includes creating Health Awareness through a network
of Village Health Champions & Channel Health Champions. Also Health
Product/Service Availability & Distribution by facilitating doorstep
access to reinforcing intended behaviour change and improve health
outcomes. - Detergent Strategy
FacebookCaseStudy
12.After being dumped by his girlfriend, a bitter Zuckerberg created
Facebookwhere the attractiveness of young women could be voted on for
Harvard students only- Deliberate Strategy
13.When the network became surprisingly popular, it was made open to
everyone to connect with existing and new friend. – Emergent Strategy
14.Walmart is well known for building large stores in small towns across the
country- Deliberate strategy
15.The government is re-introducing the “Yeshasvini Health Insurance
Scheme” for Karnataka state farmer to provides cost-effective medical
facility and surgical treatments. – Detergent Strategy