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Instructor
Dr. Zulfiqar Ali Khan
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Ê Strategies are means to end and
these ends concern with mission and
objectives of an organization
Ê They are the paths business follow
Ê The are decisions business take to
reach certain level of success
Ê They are firms positioning relating to
its environment
Ê Strategies are trade-
trade-off
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ë. Strategy Process involves analysis,
formulation and implementation
2. Strategy content related to 3
fundamental levels of strategies
found in any organization
3. Strategy context is concerned with
the environment within which the
strategy has to be implemented
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Ê Traditionally marketing strategy was seen
as a functional area concerned with 4 Ps
only place below corporate strategy
Ê In a truly customer oriented firm the
corporate strategy and the marketing
strategy are indistinguishable since the
company¶s whole approach is dictated by
market
Ê Marketing strategy should represent the
guiding philosophy of organization

 

 
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Ê Strategy is about where we want to
be
Ê Tactics is about how we get there
Ê Tactical plan contains the elements
of strategy
Ê Strategic decisions are difficult to
reverse where as tactical can
Ê Tactics are short term
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Ê Importance: Strategic decisions are
more important.
Ê Level: Strategic decisions are made by
top management.
Ê Time horizon: Strategic decisions are
long-term.
Ê egularity: Strategy is continuous and
irregular.
Ê Nature of problem: Strategic decisions
are unstructured and unique, risk and
uncertainty involved.
Ê Information needed: Strategic decisions
require external info, relates to future and
is subjective. Tactics depend on internal
information more than external.
Ê Details: Strategy broad; tactics narrow
and specific.
Ê
ase of evaluation: Strategic decisions are
much more difficult to make.
  
 
 



ë. Formulation of strategic plan
2. Formulation of tactical plan
3. Implement the tactical plan
4.
valuate the outcome of the tactical
plan
5. Compare with strategic plan
6. Measure deviation
7. Take corrective actions
 


Ê Strategy is a complex concept

Ê Its key elements are concerned with
the overall character and direction of
the organization rather than the
detail of how to maintain that
character and arrive at destination
Ê Strategy consists of process, context
and content
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- where are we now?
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- where do we want to go?
Ê

 - how do we get
there ± broad direction?
Ê   
- how do we get there - details of
strategies (individual tactical tools)?
Ê " "  - putting the plan to work - what are
the specific actions required for each individual
tactical step?
Ê   - how do we know we have arrived? -
measurement, monitoring, reviewing, updating
and modifying.
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