Analysis of Strategic Direction of the Organisation Business

Topics: Strategic management, Strategic planning, Management Pages: 10 (3396 words) Published: May 24, 2013
Analysis Of Strategic Direction Of The Organisation Business Essay Strategy is a word of military origin and now refers to a plan of action designed to achieve a particular goal. In military usage strategy is distinct from tactics, which are concerned with the conduct of an engagement, while strategy is concerned with how different engagements are linked. Strategy is a certain course of action to meet designed goals and objectives, generally supposed to remain unchanged for a fairly long time period as the change in strategy may further lead to unnecessary expenses of both money and effort. The term strategy has got its long history attached with mankind though its origin is from the warfare literature or battlefield. Even if rules are changed, the strategy may remain the same. ‘A company’s strategy is management’s action plan for running the business and conducting operations.’ "Strategy is the direction and scope of an organisation over the long-term: which achieves advantage for the organisation through its configuration of resources within a challenging environment, to meet the needs of markets and to fulfil stakeholder expectations". (Johnson and Scholes,2005)

This report intends to highlight the various strategic issues associated with ASDA right from its formulation to its implementation along with organizational stakeholders analysis. ASDA is the second largest UK retailer with 321 stores in the UK and 148,000 colleagues.The process of marketing is often defined as finding out what customers want and then providing it for them. Businesses now generally interpret this more widely as also doing good in the communities in which they operate. Customer loyalty is extremely important, especially in a highly competitive market such as supermarket retailing. Competing on price helps to retain customers, but so does non-price competition, such as having a good image in the community. This case study looks at how ASDA has developed a vision that includes community involvement. (

Mission andVision Analysis of ASDA
Values, visions and missions are all about the wishes and expectations of key stakeholders. A vision is an inspirational statement that ensures the direction of the stakeholders to go in future. ASDA makes clear statements of its mission, purpose and values to help stakeholders see the direction the business is taking. The mission statement sets out its long term aims and is 'To be Britain's best value retailer exceeding customer needs always.' Its purpose is stated as 'To make goods and services more affordable for everyone'. Its values show what the company believes in including respect for the individual, excellence and customer service. New colleagues receive a detailed induction into all three elements. Vision

‘‘A strategic vision delineates management’s aspiritations for the business providing a panoramic view of ‘’ where we are going’’ and a convincing rationale for why this makes good business sense for the company’’(Thompson 2007) Analysis of vision entails the judgement of its suitability in the context of organisational goals and objectives. Suitability (Hamel and Prahalad, 1994) of the vision of the organisation is judged mainly on the basis of these factors i.e.Foresight,breadth,Uniqueness,aspirational values, consensus, and actionability. In the context of the vision of ASDA, it seems appropriate and able to be executed. The vision of the company seems to be strong and has got certain level of coherence that could be achieved through the development of corporate culture and robust financial strength. Its vision seems quite suitable and meet the set standard of SMART criteria. Evaluation of the strategic skills

Decision taking is one of the vital managerial aspects of every organisation. It leaves every organisation into serious and difficult turn of its development if the decision taken does not go long lasting. There might be considerable amount of expenses and...
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