Page 18 - Strategic Management
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Strategic Management 3 The Level and Formulation of Strategy
Mission - Every organisation will have a purpose for its continued existence. A mission statement expresses their purpose
and can therefore be a brief statement. It also links with the idea of Vision – how managers interpret the Mission for
their colleagues.
Example the Avis car hire mission was simply ‘we try harder’
Objectives- do not only represent the end point of planning but are the ends towards which management activities and
resource usage is directed. They therefore provide a sense of direction and a measure of success achievement.
Strategies - relate to broad areas of an enterprise’s operations. Their purpose is to furnish a framework for more detailed
tactical planning and action.
Tactics - are actions carried out to put into effect the details of a strategic decision – tactics can therefore be seen as
the detailed implementation of a strategy. In addition, some tactical decisions will be made in response to changing
circumstances.
Actions, programmes and rules - are the operational practices that will translate the intention of the tactics into action by
individuals and are therefore detailed, short term and subject to immediate control.
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