This document discusses crafting and executing strategy. It provides an overview of strategic approaches like low-cost provider, broad differentiation, and focused differentiation. It also discusses deliberate versus emergent strategy planning. Key elements of crafting include starting with data/information/intelligence and competing differently than rivals. Effective strategy aims to improve financial performance, remain competitive, and achieve sustainable competitive advantage over time as market conditions change. Analytical and strategic tools are presented to aid in industry, competitor, and marketing mix analysis as well as strategic planning.

1. Crafting & Executing Strategy
PREPARED BY:
ASSOC. PROF. DR. CATHERINE MUTHU

2. Crafting
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The Arts & Science of Creativity
• Tools
• People
• Communication
• Interaction
• Motivation
• Fun
• Output
• Consistency

3. Crafting Strategy
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Crafting Strategy starts with DATA INFORMATION INTELLIGENCE
Strategy is about competing differently from
rivals—doing what competitors don’t do or,
even better, doing what they cannot do!

4. Execution (Strategy)
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5. Basic Strategy Approach
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Low-cost
provider
Broad
differentiation
Focused
differentiation
Best-cost
provider
Strategies for Building
Competitive Advantage
Focused
low-cost

6. (Effective) Strategy (Core Concept)
Improve financial performance
Remain competitive
Sustainable Competitive Advantage
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7. 2 Approaches
Deliberate strategy consists of proactive strategy elements that are both planned and realized as
planned
Emergent strategy consists of reactive strategy elements that emerge as changing conditions
warrant
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8. How to Plan for a Strategy
What is our present situation?
Where do we want to go from here?
How are we going to get there?
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9. Strategy – Elements
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10. Crafting - Elements
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11. Executing - Elements
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Four very basic questions:
 What is? Explores the current reality
 What if? Envisions a new future
 What wows? Makes some choices
 What works? Takes us into the
marketplace
(J. Liedtka)

12. Executing – Elements ..cont.
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13. COMPANY’S STRATEGY EVOLVES OVER TIME
• Changing market conditions
• Advancing technology
• Fresh moves of competitors
• Shifting buyer needs
• Emerging market opportunities
• New ideas for improving the strategy
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14. ACTION
Analytical Tools
◦ SWOT Analysis
◦ Industry Analysis
◦ Competitor Analysis
◦ Marketing Mix Analysis
Strategic Tools
◦ Ansoff Matrix
◦ Generic Strategy
◦ International Venture
◦ Collaboration
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15. Analytical Tools
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17. 17
Industry
Analysis

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Competitor Analysis

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Marketing Mix
Analysis

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Strategic Tools

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Ansoff Matrix Strategy

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23. 23
Indirect Export
International
Venture

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25. SCA
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26. Environmental Sustainability
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27. Social Responsibility
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Individual
Obligation
Ecosystem
Commitment
Selfless

28. Business Ethics
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29. Collaboration
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VALUE NET

30. End Note
Creating new IDEAS need thorough RESEARCH
DESIGN THINKING leads to UNIQUENESS
UNIQUENESS leads to COMPETITIVE ADVANTAGE (C.A.)
C.A. is not sufficient
C.A. need to be transformed to SUSTAINABLE C.A. (S.C.A.)
SUSTAINABILITY needs to focus on ENVIRONMENT
Develop CORE COMPETENCIES & execute the STRATEGY
Good STRATEGY & EXECUTION = Continuous GROWTH
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