1. Strategic intent

2. Strategic intent
Strategic Intent is the leveraging of a firm’s internal resources, capabilities & core competencies to accomplish the firm’s vision, mission & objectives in a competitive environment
It is all about winning competitive battles & gaining leadership position by putting organizational resources to best use
Strategic Intent is said to exist when all employees & levels of a firm are committed to the pursuit of a specific but significant performance target

3. Hierarchy of strategic intent
The hierarchy of strategic intent includes the following elements------
A broad Vision of what the organization should be
The organization’s Mission
The strategic objectives & specific goals to be pursued relentlessly

4. VISION
It is defined as a description of something (an organization, a corporate culture, a business, a technology, an activity) in the future
It is considered as a mental perception of the kind of environment an individual, or an organization aspires to create within a broad time horizon & the underlying conditions for the actualization of this perception

5. Benefits of having a vision
Good visions are inspiring
Vision represents a jump ahead so that the company knows what it is to be
Good visions help in the creation of a common identity & a shared sense of purpose
Good visions foster long-term thinking

6. Example of vision
Whirlpool: Grow with new opportunities & be the leader in an ever changing global market. We will be driven by our commitment to continuous quality improvement & to exceeding all our customers’ expectations. We will gain competitive advantage through this & by building on existing strengths & developing new competencies. We will be market driven, efficient & profitable. Our success will make whirlpool a company that worldwide customers, employees & other stakeholders can depend on

7. Mission
Mission is an enduring statement of purpose that distinguishes one business from other similar firms
Mission is a statement which defines the role that an organization plays in the society
It identifies the scope of its operations in product & market terms

8. Characteristics of mission
It should be feasible
It should be precise
It should be clear
It should be motivating
It should be distinctive
It should indicate major components of strategy
It should indicate how objectives are to be accomplished

9. Example of mission statement
Ranbaxy Laboratories: To become a research based international pharmaceutical company
ONGC: To stimulate, continue & accelerate efforts to develop & maximize the contribution of the energy sector to the economy of the country

10. Components of a mission statement
Customers
Products or services
Markets
Technology
Concern for survival, growth & profitability
Philosophy
Concern for public image
Concern for employees

11. Mission, Vision & Objectives
A company’s mission is a statement of
the basic purpose or reason for its existence
its values (role to stakeholders - customers, employees, society, etc.).
The vision goes beyond the mission statement
clarifies the long-term direction of the company (where the company is going)
reflects management’s aspirations for the company

12. Goals & objectives
Goals denote what an organization hopes to accomplish in a future period of time
Objectives are the ends that state specifically how the goals shall be achieved
Objectives are concrete & specific in contrast to goals that are generalized
While goals may be qualitative, objectives tend to be mainly quantitative
Goals are broadly stated aims & objectives are specifically stated aims

13. Mission, Vision & Objectives
Objectives are yardsticks for tracking a company’s performance or end result.
Financial performance objectives (e.g., ROA, ROI, ROE, Dividend growth, Stock price, etc.).
Strategic performance objectives (e.g., market share, growth, innovation leader, customer service, community & environmental responsibility, etc.)

14. Examples of Mission & Vision
Southwest Airlines:
Mission: To provide high quality service at a lower price in the airline industry.
Vision: Opening air travel to a wider group of leisure travelers while infusing the organization with a sense of fun.
Apple Computer:
Mission: To bring the best personal computing products and support to consumers around the world.
Vision: One person, one computer.

15. Financial & Strategic Objectives
Alcan Aluminum
Financial: To outperform the average return on equity of the S&P’s industrial stock index.
Strategic: To be lowest-cost producer of aluminum. GE
Financial: To achieve an average of 10 inventory turns and a corporate operation profits margin of 16% by 1998.
Strategic: To become most competitive enterprise in the world by being #1 or #2 in market share in every business the company is in.

16. THANK YOU