Strategy involves responding to environmental challenges to compete successfully in the market. It includes a plan and long-term vision. An effective mission statement includes the permanent benefit to stakeholders, the means to achieve it, target audiences, and core values. It should define the company's expertise, promise, and competitive position. Building a strategy requires considering both the external environment including markets, competition, and technology, as well as internal strengths, weaknesses, and structure. A global strategy applies the same concepts on a larger scope.

1. Competing Through Strategy: The Basics Salvador Trevino-Martinez Marketing And Strategy Professor Director, Institute for the Development of Business Education

2. What is Strategy Means to Achieve an End… A response to environmental challenges A business position to compete successfully in the market A thinking and decision paradigm to direct a business/organizations effort. 2 saltrevino@itesm.mx

3. Strategy Defined Two basic Connotations: Military: two basic purposes To “defeat” competition To “conquer” markets Business: Three elements Plan (e.g., business plan, strategic planning report) The “management” of strategy: to plan, to organize, to implement/to direct, and to measure/control Long term mission and vision statements. ToAchieveGoals (and objectives) 3 saltrevino@itesm.mx

4. Building a MissionStatement Fourbasicelementsmake up a missionstatement PermanentBenefit PB (tostakeholders) Meanstoachieve PB Publics/Audiences/InterestGroups Philosophy and Values 4 saltrevino@itesm.mx

5. PermanentBenefit PB The core expertise of your business Clear, attractive to your consumers; different (meaning superior) to your competition The basic “substance” of your business model Your competitive/positioning/”niche” position Your “moral standing” in society A promise you make to your constituencies (stakeholders) 5 saltrevino@itesm.mx

7. Frameable as “promise”

8. Competitive 6 saltrevino@itesm.mx

9. Permanent Benefit Examples 7 saltrevino@itesm.mx

10. Proving the point… Our Mission Statement We will become the world's most valued company to patients, customers, colleagues, investors, business partners, and the communities where we work and live. Our Purpose We dedicate ourselves to humanity's quest for longer, healthier, happier lives through innovation in pharmaceutical, consumer, and animal health products. To achieve this purpose and mission, Pfizer affirm the values of Integrity, Leadership, Innovation, Performance, Teamwork, Customer Focus, Respect for People and Community. From: http://wiki.answers.com/Q/What_is_Pfizer_mission_statement 8 saltrevino@itesm.mx

11. MissionStatementExamples McDonaldsCorporation "McDonald's vision is to be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile." PermanentBenefit Means Philosophy and Values 9 saltrevino@itesm.mx

14. H.R

15. Marketing

16. Operations10 saltrevino@itesm.mx

17. GLOBAL Strategy Same idea of “business response” what global entails is simply put, scope s s 11 saltrevino@itesm.mx

18. JolliBeeCase:Wrap Up: Salvador´s Take on the Case… What “lessons can we derive from the Case” What works being small, may not work as large… Evolution of the business implies evolving the organization too… (reinvent ourselves…) professionalize management structure; look for sources of capital (IPO; go-public) bring outsiders (Samurai), Owners; reduce their operational role and become stockholders and members of the board… 12 saltrevino@itesm.mx

19. The tough nut to crack… IT DOES INVOLVE: ABANDON SMALL (PYME)/FAMILY BUSINESS MINDSETS AND ADOPT THOSE OF A CORPORATION COMMIT TO GROWING TO FULL POTENTIAL… LONG TERM PERSPECTIVE? 13 saltrevino@itesm.mx

20. THE ISSUES DO WE KEEP/MAINTAIN CORE VALUES AND BUSINESS MODEL? YES AND WHY; NO AND WHY… WHAT IS THE SITUATION IN LATINAMERICA AND OTHER “DEVELOPING/EMERGING” ECONOMIES? WHAT IS THE CORRECT/RIGHT MINDSET? 14 saltrevino@itesm.mx

21. LATINAMERICAN JOLLiBEES A real one… http://www.campero.com/ A potential one… http://www.donatota.com/ How many more do you know/think could become future LA´s Jollibees??? 15 saltrevino@itesm.mx