CREATING
STRATEGIC
ADVANTAGE
ing
orm e
f
s
n
Tra wledg n
kno actio
into
OVERVIEW
This programme provides you with a broad and practical view of the
strategy process, giving you the ability to develop effective strategies for
your organisation. Strategy specialists, experienced in dealing with problems
faced in organisations, will support you while you explore your own issues
and turn them into effective strategies. At the end of the programme, you will
have gained practical skills on how to develop a deliverable strategy for your
organisation.
Please see website for dates and fees.
DURATION
TO BOOK CONTACT:
3 days, residential
T: +44 (0) 1234 754570
E: som.action@cranfield.ac.uk
Book online at www.cranfield.ac.uk/som/csa
KEY BENEFITS
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The ability to contribute more effectively to strategy in your organisation
An end-to-end view of the strategy process and an integrated strategy toolkit
New skills on how to influence the strategy process
Knowledge to move from a solutions provider to a strategic thinker
Return to work with relevant and applicable ideas, actions and thinking
The ability to develop and implement well thought-through ideas.
CORE CONTENT
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Business environment analysis to understand market drivers
Gaining and sustaining competitive advantage
Analysing markets, consumers, competitors and the competitive process
Identifying your organisation’s key capabilities
How unique capabilities deliver competitive advantage
Exploring the influence of organisational culture in the strategy process
Developing tools and frameworks that help deliver effective strategies
Identifying the necessary skills for effective strategic management.
PRE-COURSE ACTIVITY
POST-COURSE ACTIVITY
Delegates will be asked to read
some articles and to bring any
examples they wish to share of
strategic challenges they have
recently faced or could face in the
future.
Follow-up email sent post 6
months to record achievements
to date.
General Enquiries:
W: www.cranfield.ac.uk/som/executive | T: +44 (0)1234 754570 | E: som.action@cranfield.ac.uk
DELEGATE PROFILE
• Senior Managers and Directors
from all functions, industry
sectors and organisational size
who are involved in strategy
thinking and practice and who
have, or will shortly have, P&L
responsibility
• Specialist functional managers,
such as those in HR or IT, who
are beginning to contribute to
the strategy process.
THIS PROGRAMME
PROVIDED ME
WITH A DEEPER
UNDERSTANDING OF HOW
TO DEVELOP STRATEGIES
THAT WORK, DRIVE THROUGH
THEIR IMPLEMENTATION
AND, IMPORTANTLY THE
CONFIDENCE TO STRETCH FOR
A MORE STRATEGIC ROLE.
Julie Yardley
HEAD OF RETAIL CHANGE PLANNING,
NPOWER
Book online at www.cranfield.ac.uk/som/csa
TIMETABLE
DAY 1
• Drivers of Change
The changing global economic environment
• Strategy Process
Thinking strategically about the strategy development process
DAY 2
• Formulating Competitive Strategy
Using positioning and strategy innovation to build competitive advantage
• Exploring Sources of Success
Identifying core competences
Using strategic assets to define the basis of sustainable competitive
advantage
Creating new strategic assets
DAY 3
• Managing Strategic Change
Using the culture web to understand change in your organisation
• Strategy Implementation
How strategy is really implemented
Influencing the strategy process
General Enquiries:
W: www.cranfield.ac.uk/som/executive | T: +44 (0)1234 754570 | E: som.action@cranfield.ac.uk
PROGRAMME DIRECTOR
DR TAZEEB RAJWANI
Senior Lecturer in Strategic Management
Tazeeb has industry experience in
strategy consulting, project finance,
corporate finance and international
management. He has worked with
numerous publid and private sector
clients including Volvo, Nestle,
Transport for London and Ministry of
Defence.
Focused on Competitive advantage,
turnaround strategies and corporate
political activity he conducts research
into competitive strategies in global
firms.
Tazeeb is also an active member of
UK India Business Council, Strategic
Management Society and Academy
of Management.
Companies that have already benefitted from the Creating Strategic Advantage programme include:
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VISA Europe
ING Direct
Hotels.com
The British Council
AXA Wealth
Paddy Power
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CHEP UK Ltd
Specsavers
Virgin Media
St Andrews Healthcare
Apetito Ltd
Book online at www.cranfield.ac.uk/som/csa
CRANFIELD MANAGEMENT
DEVELOPMENT CENTRE
Our Open Executive Programmes are
held at the Cranfield Management
Development Centre (CMDC). Full
board accommodation (where
applicable) and all sessions are
usually held at this specifically
designed conference centre which
has an established reputation for
being one of the best centres in the
country.
Located in a rural, tranquil setting on
the Bedfordshire/Buckinghamshire
border, CMDC is conveniently
situated by the M1 motorway, railway
stations and major airports. We even
have an airport on site!
TAKING CARE OF YOUR
EVERY NEED
We understand that development
doesn’t only happen in the lecture
room. That is why the CMDC
provides inviting lounge areas
where you can network with your
colleagues, restaurants that allow
conversation to flow easily as you
enjoy the excellent cuisine, and
fitness facilities, including a swimming
pool, sauna and exercise room, to
relax and invigorate you at the end of
the day.
A HOME FROM HOME
After a hard day’s learning, lie back
and relax in one of the 186 modern
en-suite bedrooms, all of which are
designed to make you feel at home.
The amenities include free Wi-Fi,
freeview television, a great working
area with appropriate light and desk
space and a music centre to help you
unwind.
General Enquiries:
W: www.cranfield.ac.uk/som/executive | T: +44 (0)1234 754570 | E: som.action@cranfield.ac.uk
Peterborough
A1(M)
Cambridge
Bedford
Milton
Keynes
Cranfield
Stansted
Luton
M1
M11
M25
London
M4
Heathrow
M20
Gatwick
M23
PLEASE BE AWARE:
The information in this brochure was correct at the time of going to press. However, as part of the on-going
development of our programmes, delegates, leading academics and practitioners continually review the
programmes and their content.
We have made every effort to use accurate descriptions, images, quotations and references but errors and
omissions may occur and are expected. Please check the programme page on the website for the latest
information, fees and offers.
Cranfield School of Management reserves the right to amend the published programmes. For full terms and
conditions please see our website:
www.cranfield.ac.uk/som/executive/tc
CRANFIELD MANAGEMENT DEVELOPMENT LIMITED
Cranfield, Bedford, England, MK43 0AL
T: +44 (0) 1234 754570
F: +44 (0) 1234 751806
www.cranfield.ac.uk/som/executive