MODERN STRATEGIC ANALYSIS Theme 3 Process of Strategic

MODERN STRATEGIC ANALYSIS Theme 3. Process of Strategic Management Dr. Prof. Aleksandr Kozlov 04/10/16

Business strategy definition • The direction or focus an organisation chooses to create the optimal balance between its internal strengths and weaknesses with the external threats and opportunities presented by the environment in order to achieve the organisation’s objectives through its value and culture. . . and is an ongoing process. 2

Process of strategic management Mission Strategic goals SWOT-analysis Alternative strategies Strategy choice Strategy implementation 3

Mission statement A main goal of the business, a sense of existence of the business Should be developed for three major audiences ▫ For your customers ▫ For the public ▫ For your employees 4

Mission statement Well formulated mission statement is • Connected with business of a company • Short expression of the sense of existance • Fitting to the values of society (to create trust) • Distinguishing a company from other businesses 5

Mission statement Examples • Royal/Dutch Shell An energy company ▫ To meet the energy needs of society, in ways that are economically, socially and environmentally viable, now and in the future 6

Mission statement Examples The Mathematics Genealogy Project • The mission of this project is to compile information about ALL the mathematicians of the world. 7

8 Mission statement Examples Center for Management and Marketing (CMM) “Progress” To assist the affiliation of Russia into the global economy through development of Russian managers and entrepreneurs and establishing of direct contacts between Russian and Western businesses

Mission statement Examples Professors Project • International Mission The International Professors Project is a non-profit global network of professors who have begun working as "Academic Citizens of the World" on university campuses in developing countries around the world AVK FEM SPb. GPU IMOP IS 9

Mission statement Examples • Kodak ▫Trust your memories to Kodak • Geiser (water filters producer in St. Petersburg) To make our world more clean 10

11 Mission statement Examples • Coca-Cola (old version): ▫ Put the Coce within an arm‘s reach of desire • Coca-Cola (acting version) • To Refresh the World. . . in body, mind, and spirit. • To Inspire Moments of Optimism. . . through our brands and our actions. • To Create Value and Make a Difference. . . everywhere we engage

12 Mission statement Examples • Wimm-Bill-Dann (dairy products, juices) Wimm-Bill-Dann helps the entire family live healthier by enjoying our nutritious and delicious food and beverage products every day throughout their lives.

13 Mission statement Examples • Baltika brewery We create a high-quality product which gives people pleasure in their gettogethers, making their lives brighter and more interesting

14 Mission statement Examples • To be an example of advanced company, demonstrating an efficient production model, enable to satisfy the broad range of customer’s needs and create the ideal working conditions for our employees 14

Mission statement Case study “e. Euro Inclusion portal” Welcome to e. Euro Inclusion portal! This portal gives less widely used less taught (LWULT) languages in Europe a stronger voice by bringing together LWULT Language Resource Centres (LRC) from a large number of European countries. This is necessary if LWULT languages are to contribute fully to the future educational and cultural heritage of Europe. e. Euro Inclusion gives LWULT LRCs greater visibility at the European level. The online exchange of knowledge, expertise and experience between LRCs is a first step towards the founding of a pan. European Association of LWULT LRCs. e. Euro Inclusion has two main target groups: LRCs that provide LWULT language services and potential seekers of these services. 15

Mission statement Case study “e. Euro Inclusion portal” LWULT’s mission is twofold: • to raise public awareness on the importance of learning these languages by facilitating free access to information and opportunities for LWULT language teaching and learning; • to bring the language resource centres involved in LWULT language teaching together in a pan. European virtual network fostering communication and cooperation. 16

17 Mission statement Case study “e. Euro Inclusion portal” Tasks. 1. Evaluate the “e. Euro Inclusion portal” mission, identify it’s strong and weak sides 2. Propose your (much better) version of the “e. Euro Inclusion portal” mission statement