This document provides an introduction to strategic management concepts. It discusses strategy, strategic management, and the levels of strategy. Strategy is defined as actions managers take to achieve organizational goals or as integrating activities to meet objectives. Strategic management involves setting goals, analyzing the environment and strategies, and implementing strategies across an organization. There are two levels of strategy - corporate level and business level. Corporate level strategy determines the overall direction and involves major decisions like acquisitions. Business level strategy formulates and implements the corporate strategies for specific product markets. The document then provides examples of strategic management concepts and hints for case studies.

1. Welcome

2. ADVANCED STRATEGIC
MANAGEMENT
Dr. JAMSHID VP
Assistant Professor
DCMS
Farook College, Calicut

3. Module No - 1
 Introduction – Concepts: Strategy & SM –
Levels of Strategy – SM process – Models of
SM – Vision – Mission – Objectives – Goals –
Strategic implications of social and ethical
issues.

4. The Concept - Strategy
 Strategy is an action that managers take to
attain one or more of the organization’s goals.
 Strategy can also be defined as “A general
direction set for the company and its various
components to achieve a desired state in the
future”.
 A strategy is all about integrating
organizational activities and utilizing and
allocating the scarce resources within the
organizational environment so as to meet the
present objectives.

5. Case Study – Some of the hints
related with strategy
 ‘How to gain competitive edge over rivals?‘
 ‘What is the distinctive competency and the
unique strategic positioning that contributes to
competitive advantage?‘
 ‘How attractive is this industry and how to
sustain competitive advantage in this industry',
etc.,

6. Strategic Management – the
concept
 Strategic management is the management of
an organization’s resources to achieve its
goals and objectives.
 Strategic management involves setting
objectives, analyzing the competitive
environment, analyzing the internal
organization, evaluating strategies and
ensuring that management rolls out the
strategies across the organization.

7. Levels of Strategy

8. 1. Corporate Level Strategy
 At this level, strategic decisions relate to
organisation-wide policies are taken care by
top-level (BOD) management with a vision of
determining “Where the company wants to be?
 It has two main aspects. 1) Formulation of
Strategy (Strategic planning). 2) Strategy
implementation.
 Ex: Major financial decisions like acquisition,
diversification and structural redesigning
belong to this level.

9. 2. Business Level Strategy
 At this level, multifunctional strategies
developed at corporate level are formulated
and implemented for specific product market in
which the business operates.
 Decisions this level include policies involving:
 New product development
 Marketing mix
 Research and development
 personnel

10. Thank You