The Strategy Process
The perfect situation is to have no competition at all. In today's competitive environment you might think this is inconceivable. Perhaps you need to reconsider because there are organizations that have succeeded in developing non-competitive environments by playing the game differently.In every industry we can identify the leaders. These leaders have shaped the rules of their game. Competitors tend to copy the leader's strategy and get caught in a fake strategy. Unfortunately, there is no light at the end of that tunnel, it's a continuous fight for new market share. There are cases of such companies in every industry. In the airline industry there are new entrants like Easyjet, who have managed to create and deploy a distinctive strategy. Easyjet changed the rules of the game effectively. They have side-stepped the conventional methods of selling through travel agents and offered very flexible and affordable air travel direct to the consumer.Domino's Pizza developed a distinctive strategy in a very ordinary industry. Domino's founder succeeded by changing the rules of the game. The founder introduced the idea of "guaranteed home delivery" and made it work by developing a special insulated pouch to keep
Define the future you want to create for yourself and your business. She changed the rules by using environmentally friendly plain products and packaging, very little advertising, grass roots marketing and sold her range of products through exclusive franchisees. Anita Roddick deployed a distinctive strategy in the world of cosmetics helping her grow The Body Shop into a multi-million pound business. It is very difficult for a leader to respond to a competitor with a distinctive strategy. Unfortunately, there are numerous struggling organizations engaged in this mission impossible, playing on the field but not scoring enough, working but not being productive. Goals without the processes to achieve the goals and goals with no measurement is like a forward going on the football pitch blindfolded with a mission to score. She created a new market within the cosmetics industry with no imminent competitor. Capland and Norton (1999)In conclusion, it is evident that when you create a strategy with the intent to change the rules of the game on the leader, you disable them, sometimes for extended periods. You have to analyze your strengths and weaknesses, those of your business products and services, and those of your competitors. Obviously, changing the rules without a specific strategy does not guarantee success, but when a distinctive strategy is well thought out and implemented it can be extremely effective, as we have seen in the above examples. (1999)Strategy without key performance criteria is hot air. Establish your values, set clear goals and specific time frames, and crystallize the action steps that will help your vision become a reality. Its foundation is a strategic thinking process; its conclusion is a logical and timely plan that, when implemented, will ensure your success. Only a small handful of companies have created the measurements for success.
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Acceptance Essays
