Semester 2:
Strategic Management
Pr Içam Harfi – IMSKénitra- 2024
Course Materials
4
2
1
Syllabus and
Assessments
Definitions &
Concepts
3
strategicmanagement
process
Case Study in
Sport
Management
5
Monitoring and
Evaluation
Course Overview and Objectives
 To acquire familiarity with the principal concepts, frameworks and technics of
strategic management ;
 Understand the mission statement and vision statement ;
 Understand the link between the mission, vision and the strategy ;
 Understand the notion of Business Model ;
 To gain expertise in applying these concepts, frameworks and tools ;
 understand the reasons for good or bad performance by Enterprises/Organizations ;
 generate strategy options for Enterprises/Organizations ;
 select the most appropriate decision.
Nature of Strategy
1
Undeístand
the benefits
of stíategic
managemen
t
2
Explain how
globalization
and
enviíonmenta
l
sustainability
influence
stíategic
management
3
Undeístand
the basic
model of
stíategic
managemen
t and its
components
Study Questions
The course was designed to answer specific questions such as :
What are the
foundations of
Strategy
1
2
What is the strategic
management process?
3
4
What types of
strategies are
used by
organizations?
What are current issues in
strategy implementation?
Module : Strategic Management
Let’s break the ice !!!
Activity 1
Example
First E-commerce
online site
The Impact of
having a strategy
The Impact of having no strategy
Disappeared - Lack
of strategy
01
OPTION
03
OPTION
05
OPTION
07
OPTION
Define the characteristics
of strategic decisions
The variation of strategic
priorities : corporate,
business and operational
understand how the relative
importance of each element will vary
with context and circumstances
taking a step back, evaluating
the possibilities and taking small
actions can be best way to find
solution to problems
02
OPTION
04
OPTION
06
OPTION
08
OPTION
Understand the basic
vocabulary of strategy
Explain the elements of
exploring corporate strategy
and strategic model
integrating analysis and
intuition in strategic
management
values are the strategic
guides that will determine
your future actions.
Basic Concepts of Strategy
1. Definition of Strategy
tutorial classe 1: Find in the definitions key
words that refer to strategy concept ?
Basic Concepts of Strategy
1. Definition of Strategy
Strategic concepts from the world's premier ancient
military strategist — Sun Tzu
Sun Tzu is the ascribed author of the highly esteemed The Art of War,
which some strategists consider to be the singular best book on the subject
of strategy. He was a military specialist who lived during the Chou dynasty
in China during the 5th century B.C. Sun Tzu did not become known in the
West until the eighteenth century, and a proper translation of his acclaimed
work was not made until the twentieth century. Its discovery has proven to
be a godsend not simply for military leaders, but strategists in a multitude
of applications such as business and innovation.
by Ryan Setliff
Basic Concepts of Strategy
1. Definition of Strategy
Strategy as a military Metaphor: (Sun Tzu) A strategist (Stratos) is a senior
military officer. He is the commander of a military unit.
«... ..The art of combining the action of the Military Forces to achieve a goal (War)
determined by the High power....»
18
Basic Concepts of Strategy
1. Definition of Strategy
Corporate Strategy
(Metaphor: Enterprise/Army)
• The Strategy is based on the assumption that competing economic
activity
is subject to constraints that are "almost" similar to those of armies
(War - Battle - Combat);
• Like the army's staff, the role of the management team is to
"shape"
the
decision of the leader / board of directors by shedding light on market
opportunities, potential objectives and resources.
Basic Concepts of Strategy
1.Definition of Strategy
“…The determination of the long goals and objectives of an
enterprise/Organization, the adoption of courses of action and the
allocation of resources necessary for carrying out these goals…”
Pr.Alfred Chandler, Strategy and Structure
Basic Concepts of Strategy
2. Strategy Levels
Basic Concepts of Strategy
2. Strategy Levels
1. CORPORATE STRATEGY : It is concerned with overall purpose and
scope of organization and how values will be added to different
parts of the business in organization.
 Corporate level strategy is the basis of other strategic decisions
 Large decision scale
 Meet expectations of stakeholders
The questions are about : What ? and Who ?
Long Term
Retrenchment
and
Orientation
to Growth
Formulated from
the Top Down
Uncertain
Geared
toward
overarching
Goals
CLS
Complex
Far Reaching
Dynamic
Corporate level Strategy
Exercice
 Find the Type of the corporate strategies
below :
GROWTH
Mike's car dealership is a successful company, and he wants to
further expand his company through the growth strategy. First, he
implements vertical integration, which means he controls the supply
chain for his company's production. To do this, Mike purchases a
plant that produces car parts and a plant that produces car
accessories. Next, Mike diversifies his car dealership by producing
other vehicles, like buses and motorcycles. By implementing these
steps, Mike grows his company through ownership and increased
sales.
Exercice

Find the Type of the corporate strategies below :
STABILITY
Luciana works for a cellphone business that is currently
thriving. Sales are growing steadily, and the cost of production
is low. Due to this success, Luciana wants to incorporate the
stability strategy. She plans to follow the same process she
has employed without diversifying or changing the business.
Instead, Luciana wants to invest in the business process model
to continue to expand the organization at a consistent pace.
Exercice

Find the Type of the corporate strategies below :
RETRENCHMENT
Derek recently took over his brother's bakery. His brother was a risky
owner, and he took a few actions that decreased business instead of
increasing it. To reduce future risk, Derek implements the
retrenchment strategy. He starts by removing the unnecessary costs
for the bakery, such as the unused equipment. He then tries to alter
the course of the bakery by revising the marketing strategy and
advertising to a new target audience who is more likely to buy baked
goods.
Exercice

Find the Type of the corporate strategies below :
CUSTMER LOYALTY / CUSTMER RETENTION
The aim of customer loyalty is to maintain a lasting relationship with your customers by
establishing a climate of trust, because loyal customers can:
- Consume more and more easily
- Be the best advertisement for the company through word of mouth!
- Increase more profits for your business
- Consolidate your image
- Strengthen customer attachment to your brand
- Give you a competitive advantage.
Basic Concepts of Strategy
2. Strategy Levels
2. Business STRATEGY : is a sum of the strategic planning and
implementation activities that set and steer the direction of an
individual business unit ;
Questions: When? Where? How much it will cost?
 The exploration of new opportunities
 The retainment of customer loyalty with better products and services
 Innovation to stay current on technological changes in the market
BBaassiccCCoonncceepptssoof SStrraateeggyy
2. Strategy Levels
2. Business STRATEGY :
Professions
Strategic Field
Units
BBaassiccCCoonncceepptssoof SStrraateeggyy
2. Business STRATEGY :
 Strategy Business Unit (SBU) : An autonomous business area
within a large company, managing its own strategy and operations to
target a specific market. They allow the company to diversify and
better adapt its strategy.
 Strategic Segmentation : Process of dividing the Whole Enterprise
into homogeneous units. These units are called Activities.
Basic Concepts of Strategy
2.Strategy Levels
3. Functionnal STRATEGY : Strategy at Operational Level.
In a specific operational context, act with the best economy of
means in order to obtain the advantage (s) required by the tactical
plan with the greatest Efficacy/Performance.
The questions are about : How to do things/How to make Things
Happen ?
 Establishing priorities in line with the company’s overall strategy ;
 Aligning the operating model to deliver value in line with those critical ;
 Allocating resources accordingly.
Protect, Control and
maintain Competitive
Advantage.
2. Strategy Levels : Bank Example
Benefits of Strategic Managemet
Financial Benefits
1. Sustainable Growth
2. Competitive Advantage
3. Profitability Management
4. Improved Revenue Generation
5. Solvency Planning
6. Liquidity Monitoring
Non-Financial Benefits
1.Revitalize Human Resources
2. Identify Problems
3. Better Decision Making
4. Higher Stability
5. Improved Understanding of
competitors’ Strategies
Example of Profitability Management
Bíand
Visibilit
y
Pricing
Strategy
Píoduct at
loweí
costs
Rural Areas
II . Process Of Strategic Management
The strategic management process comprises four major elements, which serve as
steps that guide the development of new strategies to aid strategic decisions.
II . Process Of Strategic Management
1. Situation Analysis
Analyzing Resources
scan and evaluate the organization's
performance, corporate strategies, and
external environment, along side several
methods to arrive at an internal analysis.
II . Process Of Strategic Management
2. Strategy Formulation
Framing Strategies
Understanding the Basic and Fundamental Concepts of
Strategic Diagnosis ;
Understanding how to perform External and Internal
Assessment;
Understand the standard approach for conducting strategic
diagnosis Project;
Perfoming strategic diagnosis tools;
SWOT Matrix
Internal/External
Diagnosis
(Strenghts)
Standard Key Indicators
-Expertise / Patents
-New product or service
-Good implementation of the activity
-Quality processes and procedures
-Brand or strong reputation.
-Etc ...
(Opportunities)
Standard Key Indicators
(Weaknesses)
Standard Key Indicators
-Lack of expertise
-Undifferentiated products and service
-Bad implementation
-Quality of products / services
-Bad reputation.
-Etc ...
(Threats)
Standard Key Indicators
-Emerging market
-New competitor on the market (outsider)
-Mergers, strategic alliances
-Enter new market segments
-A new international market
-Reduction of regulations
-Suppression of trade barriers.
-Etc ...
-Price war
-New substitution product
-New regulations
-Trade barriers
-New taxation.
-Economic crisis
II . Process Of Strategic Management
2. Strategy Formulation
Framing Strategies
 Framing Mission and Objectives.
 Analysis of Internal Environment
 Gap Analysis.
 Choice of strategy.

Strategy formulation

includes developing a vision and mission, identifying an
organization’s external opportunities and threats,
determining internal strengths and weaknesses,
establishing long-term objectives, generating
alternative strategies, and choosing particular
strategies to pursue
Strategy Formulation
Deciding what new businesses to enter,
 What businesses to abandon,
 How to allocate resources,
 Whether to expand operations or diversify,
 Whether to enter international markets,
 Whether to merge or form a joint venture,
 How to avoid a hostile takeover.

Applied exercise
How to Conduct a SWOT Analysis for
Multi-Sport Complex ?
II . Process Of Strategic Management
3.Strategy Implementation
Implementing Strategy
Strategy implementation
is the phase where your
formulated strategies
are tested.

Strategy implementation
requires a firm to establish annual
objectives, devise policies, motivate
employees, and allocate resources so
that formulated strategies can be
executed
 often called the action stage.

II . Process Of Strategic Management
4.Strategy Evaluation
Evaluating Effectiveness
an internal analysis tool and
should be used as part of a
broader strategic analysis for
the organization when making
strategic decisions.
•Are we moving forward towards
achieving our core business metrics?
•How much progress have we made
towards our Vision?
•Are our Strategic Focus Areas still
relevant?
Value Chain
Competitive Advantages
Scope Of
Activities
Exercice : Use a car Manufacturer as an
example to understand the steps of
Strategic Management !!!
51
Step 1 : Idetification
Types of Car
52
Step 2 : Analysis
Step 3 : Formation
Step 4 : Execution
Step 5 : Evaluation
Conducting TOWS Analysis
Internal and
External Diagnostic
Conducting TOWS Analysis
58
Defense
Strategy
Attack
Strategy
59
Survival
Strategy
Adjustment
Strategy