1. Business Level strategy /Competitive strategy
Competitive Strategy is defined as the long term plan of a particular company in order to gain competitive advantage over its competitors in the industry. It is aimed at creating defensive position in an industry and generating a superior ROI (Return on Investment).

2. Business Level Strategy
How do we support the corporate strategy?
How do we compete in a specific business arena?
Three types of business level strategies:
Low cost producer
Differentiator
Focus
Four areas of focus
Generate sustainable competitive advantages
Develop and nurture (potentially) valuable capabilities
Respond to environmental changes
Approval of functional level strategies

3. Competitive Strategies

4. Functional / Operational Level Strategy
An example.
Business L.S.: Become the low cost producer of widgets
Functional L.S. (Mfg.): Reduce manufacturing costs by 10%
Operational (Plant #1): Increase worker productivity by 15%
Functional: How do we support the business level strategy?
Operational: How do we support the functional level strategy?

5. A Simple Organization Chart (Single Product Business)
Level
Strategy
Business
Research and
Development
Human
Resources
Manufacturing
Marketing
Finance
Functional
Level
Strategy

6. A Simple Organization Chart (Dominant or Related Product Business)
Corporate
Level
Multi
business
Corporation
Business 1
(Related)
Business 2
Business 3
Business
Level
Research and
Development
Manufacturing
Marketing
Human
Resources
Finance
Functional
Level

7. (Multi-business) Corporation Strategic Business Unit 1
An example of an Unrelated Product Business (Note: By itself, an SBU can be considered a related product business)
SBU: a single business or collection of related businesses that is independent and formulates its own strategy A
(Multi-business) Corporation
Ex.: G.E. (General
Electric Corp.)
Strategic Business Unit 1
S.B.U. 2
Company 1
Co. 2
Co. 3
Division 1
Div. 2
Div. 3

8. An emergent view
Emphasize the uncertainty of the future and suggest that setting out identify purpose and a single strategy and then develop a complete strategic plan may be fruitless task

9. What is emergent perspective to strategy
A set of certain consistent actions that form an unintended pattern that was not initially anticipated or intended in the initial planning phase. For example, although unintended, adopting an emergent strategy might help a business adapt more flexibly to the practicalities of changing market conditions.
Strategy
More planned approached/ Intended strategy
Emerged outside the formal plan /Unintended pattern recognizing the changing conditions

10. Henry Mintzberg's emergent strategy

11. Intended strategy through Deliberate planning process
Strategic drift
Strategic happens when organization strategy is no longer relevant to the external environment facing it
Environment forces
?????
Intended strategy through Deliberate planning process
Strategic drift

12. Rate of responding to the environmental change

13. What if you don’t redefine your business purpose –Strategic drift

15. Slow response to the market led to strategic drift

16. Anglia Ruskin University - External Examiner Induction
CASE STUDY 01- Ceylinco General Insurance
Most admired motor insurance brand
Brand Finance Ranking 2018
Most Innovative Motor Insurance solution- 2006
Conventional claim settlement process- CSLT
I MONTH
CONSUMER INSIGHTS
Life style changes of the target consumer
Brand proposition Hazel free Motor Insurance solution
BRAND IMPACT
48%
Market Share
CUSTOMER PAIN POINTS
18th May 2007

17. Anglia Ruskin University - External Examiner Induction
CASE STUDY 02- “Redefining one day cricket”
Traditional ONE day cricket 8 hours, 100 overs
Consumer Insight
Redefine as a game of entertainment
Brand proposition
20 /20 cricket
International cricketers represent teams
Bollywood stars as brand icons
Cheer girls
Currently 325 higher education institutions (HEIs) with 53,500 courses within UCAS offering full-time undergraduate courses at UK universities and colleges. Nearly 20% of HE is done at FE Colleges. There are over 500 of these.
Great deal of information on the internet and in guidebooks:
The Virgin 2005 Alternative Guide to British Universities
Push Online
Guardian
The Times
Brand Impact –IPL Brand value
USD 5.3 billon
18th May 2007

18. Anglia Ruskin University - External Examiner Induction
CASE STUDY 03- Redefining
traditional taxi service
Traditional taxi service was not changed in last 45 years
Consumer Insight
Convenience taxi service
Brand proposition
Mobile taxi App
What is next???
18th May 2007

19. Question 01 – March 2017
Perspective and emergent strategy can be contrasted by adapting Mintzberg”s analogy. Explain the perspective approach to strategy formulation vs emergent approach to strategy formulation. What is the applicability of perspective rational approach over emergent view? Examine the applicability of the emergent approach to strategy formulation in today business context. ( 10 marks)
Organization growth can be accelerated either organically or inorganically way. Explain the organization strategic directions as discussed by Igo Ansoff (1965) and expansion policy matrix. (10 Marks)