Date post: | 04-Apr-2018 |
Category: |
Documents |
Upload: | cutyphorum2160 |
View: | 220 times |
Download: | 0 times |
of 47
7/30/2019 Corporate Level Strategy(1)
1/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
CHAPTER 1
INTRODUCTION TO STRATEGY
INTRODUCTION TO STRATEGY:
The word strategy is derived from the Greek word strategos; stratus (meaning army)
and ago (meaning leading/moving).
Strategy is an action that managers take to attain one or more of the organizations goals.
Strategy can also be defined as A general direction set for the company and its various
components to achieve a desired state in the future. Strategy results from the detailed
strategic planning process.
A strategy is all about integrating organizational activities and utilizing and allocating the
scarce resources within the organizational environment so as to meet the present
objectives. While planning a strategy it is essential to consider that decisions are not
taken in a vaccum and that any act taken by a firm is likely to be met by a reaction from
those affected, competitors, customers, employees or suppliers.
Strategy can also be defined as knowledge of the goals, the uncertainty of events and the
need to take into consideration the likely or actual behavior of others. Strategy is the
blueprint of decisions in an organization that shows its objectives and goals, reduces the
key policies, and plans for achieving these goals, and defines the business the company is
- 1 -
7/30/2019 Corporate Level Strategy(1)
2/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
to carry on, the type of economic and human organization it wants to be, and the
contribution it plans to make to its shareholders, customers and society at large
DEFINITION:
Strategy is a well defined roadmap of an organization. It defines the overall mission,
vision and direction of an organization. The objective of a strategy is to maximize an
organizations strengths and to minimize the strengths of the competitors.
Strategy, in short, bridges the gap between where we are and where we want to be.
FEATURES OF STRATEGY:
1. Strategy is Significant because it is not possible to foresee the future. Without a
perfect foresight, the firms must be ready to deal with the uncertain events which
constitute the business environment.
2. Strategy deals with long term developments rather than routine operations, i.e. it
deals with probability of innovations or new products, new methods of productions, or
new markets to be developed in future.
3. Strategy is created to take into account the probable behavior of customers and
competitors. Strategies dealing with employees will predict the employee behavior.
- 2 -
7/30/2019 Corporate Level Strategy(1)
3/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
CHAPTER 2
INTRODUCTION TO STRATEGIC
MANAGEMENT
MEANING OF STRATEGIC MANAGEMANT:
Strategic management analyzes the major initiatives taken by a company's top
management on behalf of owners, involving resources and performance in external
environments. It entails specifying the organization's mission, vision and objectives,
developing policies and plans, often in terms of projects and programs, which are
designed to achieve these objectives, and then allocating resources to implement the
policies and plans, projects and programs. Abalanced scorecard is often used to evaluate
the overall performance of thebusiness and its progress towards objectives. Recent
studies and leading management theorists have advocated that strategy needs to start with
stakeholders expectations and use a modified balanced scorecard which includes all
stakeholders. Strategic management is the modern version of what was earlier called as
Business Policy
CHARACTERICTICS OF STRATEGIC MANAGEMENT:
1. Uncertain: Strategic management deals with future-oriented non-routine situation.
They create uncertainly. Managers are unaware about the consequences of their
decisions.
- 3 -
http://en.wikipedia.org/wiki/Factors_of_productionhttp://en.wikipedia.org/wiki/Organizationhttp://en.wikipedia.org/wiki/Mission_statementhttp://en.wikipedia.org/wiki/Balanced_scorecardhttp://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Factors_of_productionhttp://en.wikipedia.org/wiki/Organizationhttp://en.wikipedia.org/wiki/Mission_statementhttp://en.wikipedia.org/wiki/Balanced_scorecardhttp://en.wikipedia.org/wiki/Business7/30/2019 Corporate Level Strategy(1)
4/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
2. Complex: Uncertainly brings complexity for strategic management. Managers
face environment which is difficult to comprehend. External and
internal environment is analyzed.
3. Organization wide: Strategic management has organization wide implication. It is
not operation specific. It is a systems approach. It involves strategic choice.
4. Fundamental: Strategic management is fundamental for improving the long-term
performance of the organization.
5. Long-term implication: Strategic management is not concerned with day-to-day
operation. It has long-term implications. It deals with vision, mission and
objective.
6. Implication: Strategic management ensures that strategic is put into action,
implementation is done through action plans.
CHAPTER 3
- 4 -
7/30/2019 Corporate Level Strategy(1)
5/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
LEVELS OF STRATEGIC MANAGEMENT
LEVELS OF STRATEGIC MANAMEGENT AT DIFFERENT LEVELOF BUSINESS:
Strategies exist at several levels in any organisation - ranging from the overall business
(or group of businesses) through to individuals working in it.
Corporate Strategy
Corporate level strategy is concerned with the overall purpose and scope of the business
to meet stakeholder expectations. This is a crucial level since it is heavily influenced by
investors in the business and acts to guide strategic decision-making throughout the
business. Corporate strategy is often stated explicitly in a "mission statement".
Business Unit Strategy
- 5 -
7/30/2019 Corporate Level Strategy(1)
6/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
Business level strategy is concerned more with how a business competes successfully in a
particular market. It concerns strategic decisions about choice of products, meeting needs
of customers, gaining advantage over competitors, exploiting or creating new
opportunities etc.
Operational Strategy
Operational level strategy is concerned with how each part of the business is organised to
deliver the corporate and business-unit level strategic direction. Operational strategy
therefore focuses on issues of resources, processes, people etc.
CHAPTER-4
- 6 -
7/30/2019 Corporate Level Strategy(1)
7/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
INTRODUCTION TO CORPORATE LEVEL
STRATEGIES
INTRODUCTION:
Corporate-level strategies address the entire strategic scope of the enterprise. This is the
"big picture" view of the organization and includes deciding in which product or service
markets to compete and in which geographic regions to operate. For multi-business firms,
the resource allocation processhow cash, staffing, equipment and other resources are
distributedis typically established at the corporate level. In addition, because market
definition is the domain of corporate-level strategists, the responsibility for
diversification, or the addition of new products or services to the existing product/service
line-up, also falls within the realm of corporate-level strategy. Similarly, whether to
compete directly with other firms or to selectively establish cooperative relationships
strategic alliancesfalls within the purview corporate-level strategy, while requiring
ongoing input from business-level managers.
Critical questions answered by corporate-level strategists thus include:
What should be the scope of operations; i.e.; what businesses should the firm be in?
How should the firm allocate its resources among existing businesses?
What level of diversification should the firm pursue; i.e., which businesses represent
the company's future? Are there additional businesses the firm should enter or are
there businesses that should be targeted for termination or divestment?
- 7 -
7/30/2019 Corporate Level Strategy(1)
8/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
How diversified should the corporation's business be? Should we pursue related
diversification; i.e., similar products and service markets, or is unrelated
diversification; i.e., dissimilar product and service markets, a more suitable approach
given current and projected industry conditions? If we pursue related diversification,
how will the firm leverage potential cross-business synergies? In other words, how
will adding new product or service businesses benefit the existing product/service
line-up?
How should the firm be structured? Where should the boundaries of the firm be
drawn and how will these boundaries affect relationships across businesses, with
suppliers, customers and other constituents? Do the organizational components such
as research and development, finance, marketing, customer service, etc. fit together?
Are the responsibilities or each business unit clearly identified and is accountability
established?
Should the firm enter into strategic alliancescooperative, mutually-beneficial
relationships with other firms? If so, for what reasons? If not, what impact might this
have on future profitability?
DEFINATION:
Corporate strategy is the highest level of firm strategy. It is the strategy that affects the
corporation as a whole, which may include several different business units. Corporate
strategies are, therefore, very broad in their scope, as they must deal with issues that are
common to the various business units. Corporate strategies are typically developed by the
- 8 -
7/30/2019 Corporate Level Strategy(1)
9/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
top management team, although they may seek the input of line managers and front-line
employees.
Corporate strategies represent the long-term direction for the organization. Issues
addressed as part of corporate strategy include those concerning diversification,
acquisition, divestment, strategic alliances, and formulation of new business ventures.
Corporate strategies deal with plans for the entire organization and change as industry
and specific market conditions warrant.
Top management has primary decision making responsibility in developing corporate
strategies and these managers are directly responsible to shareholders. The role of the
board of directors is to ensure that top managers actually represent these shareholder
interests. With information from the corporation's multiple businesses and a view of the
entire scope of operations and markets, corporate-level strategists have the most
advantageous perspective for assessing organization-wide competitive strengths and
weaknesses. Corporate strategists are paralyzed without accurate and up-to-date
information from managers at the business-level.
CORPORATE GROWTH STRATEGIES
Corporate-level strategists have a tremendous amount of both latitude and responsibility.
The myriad decisions required of these managers can be overwhelming considering the
potential consequences of incorrect decisions. One way to deal with this complexity is
through categorization; one categorization scheme is to classify corporate-level strategy
decisions into three different types, or grand strategies. These grand strategies involve
- 9 -
7/30/2019 Corporate Level Strategy(1)
10/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
efforts to expand business operations (growth strategies), decrease the scope of business
operations (retrenchment strategies), or maintain the status quo (stability strategies).
Growth / Expansion Strategies:
Growth strategies are designed to expand an organization's performance, usually as
measured by sales, profits, product mix, market coverage, market share, or other
accounting and market-based variables.
Typical growth strategies involve one or more of the following:
With a concentration strategy the firm attempts to achieve greater market penetration
by becoming highly efficient at servicing its market with a limited product line (e.g.,
McDonalds in fast foods).
By using a vertical integration strategy, the firm attempts to expand the scope of its
current operations by undertaking business activities formerly performed by one of its
suppliers (backward integration) or by undertaking business activities performed by a
business in its channel of distribution (forward integration).
A diversification strategy entails moving into different markets or adding different
products to its mix. If the products or markets are related to existing product or
service offerings, the strategy is called concentric diversification. If expansion is into
products or services unrelated to the firm's existing business, the diversification is
called conglomerate diversification.
- 10 -
7/30/2019 Corporate Level Strategy(1)
11/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
REASONS FOR ADOPTING GROWTH STRATEGY:
In the long run, growth is necessary for the very survival of the organizations
themselves, particularly when the environment is quite volatile
Growth offers many economies because of large scale operations
Growth Strategy is taken up because of managerial motivation to do so.
Managers with high degree of achievement and recognition always prefer to grow
There are certain intangible advantages of growth. These may be in the form
of increased prestige of the organization, satisfaction to employees and social
benefits.
Example: Growing companies have high level of prestige in the corporate world,e.g.,
Reliance, Infosys, Hindustan Unilever, etc.
Stability Strategies
When firms are satisfied with their current rate of growth and profits, they may decide to
use a stability strategy. This strategy is essentially a continuation of existing strategies.
Such strategies are typically found in industries having relatively stable environments.
The firm is often making a comfortable income operating a business that they know, and
see no need to make the psychological and financial investment that would be required to
undertake a growth strategy.
- 11 -
7/30/2019 Corporate Level Strategy(1)
12/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
TYPES OF STABILITY STRATEGIES
Maintenance of Status Quo:
Firms adopting this strategy maintain the same level of operations Small business
firms desire satisfactory level of operations rather than growth
Sustainable Growth:
Slow growth is more desired rather than maintenance of status quo A sustainable
growth strategy is more optimistic than the zero growth
REASONS FOR ADOPTING STABILITY
Managers of small business desire satisfactory level of profits rather than
increased profits
Maintenance of status quo involves less risk than a more growth strategy Change
may upset the smooth operations and result in poor performance especially, if the
firm considers itself successful with the present level of operations
Changing operations to pursue a more aggressive growth strategy usually requires
an increased investment and managerial support. Firms, which cannot provide
resources, may continue with the stability strategy
Some executives maintain with the stability strategy due to inertia for change
In some cases, firms are forced to adopt stability strategy, if they operate in a low-
growth or no-growth industry
Sometimes, firms may find that the cost of growth is more than the benefits of the
same
- 12 -
7/30/2019 Corporate Level Strategy(1)
13/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
Firms that dominate its industry through their superior size and competitive
advantage may pursue stability to reduce their chances of being prosecuted for
engaging in monopolistic practices
Smaller firms that concentrate on specialized products or services may choose
stability because of their concern that growth will result in reduced quality and
customer service.
STABILITY STRATEGY OF INDIAN COMPANIES
Many companies in different industries have been forced to adopt stability
strategy because of over capacity in the industries concerned.
For Example:
Steel Authority of India has adopted stability strategy because of over capacity in steel
sector. Instead it has concentrated on increasing operational efficiency of its various
plants rather than going for expansion. Others industries are heavy commercial vehicle,
coal industry.
Example:
Apart from over capacity, regulatory restrictions in some industries have forced
companies to adopt stability strategy.
Cigarette, liquor industries fall in this category because of strict control over capacity
expansion. Both these industries require license under the provisions of Industries
(Development and regulations) Act, 1951.
- 13 -
7/30/2019 Corporate Level Strategy(1)
14/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
Example: Many companies in public sector have been forced to adopt stability strategy
because of governments policy of cutting the role of public sector and budgetary support
for expansion of these companies has been withdrawn.
- 14 -
7/30/2019 Corporate Level Strategy(1)
15/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
CHAPTER 5
RETRENCHMENT STRATEGIES
INTRODUCTION:
Retrenchment strategies involve a reduction in the scope of a corporation's activities,
which also generally necessitates a reduction in number of employees, sale of assets
associated with discontinued product or service lines, possible restructuring of debt
through bankruptcy proceedings, and in the most extreme cases, liquidation of the firm.
- 15 -
7/30/2019 Corporate Level Strategy(1)
16/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
Firms pursue a turnaround strategy by undertaking a temporary reduction in
operations in an effort to make the business stronger and more viable in the
future. These moves are popularly called downsizing or rightsizing. The hope is
that going through a temporary belt-tightening will allow the firm to pursue a
growth strategy at some future point.
A divestment decision occurs when a firm elects to sell one or more of the
businesses in its corporate portfolio. Typically, a poorly performing unit is sold to
another company and the money is reinvested in another business within the
portfolio that has greater potential.
Bankruptcy involves legal protection against creditors or others allowing the firm
to restructure its debt obligations or other payments, typically in a way that
temporarily increases cash flow. Such restructuring allows the firm time to
attempt a turnaround strategy. For example, since the airline hijackings and the
subsequent tragic events of September 11, 2001, many of the airlines based in the
U.S. have filed for bankruptcy to avoid liquidation as a result of stymied demand
for air travel and rising fuel prices. At least one airline has asked the courts to
allow it to permanently suspend payments to its employee pension plan to free up
positive cash flow.
Liquidation is the most extreme form of retrenchment. Liquidation involves the
selling or closing of the entire operation. There is no future for the firm;
employees are released, buildings and equipment are sold, and customers no
- 16 -
7/30/2019 Corporate Level Strategy(1)
17/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
longer have access to the product or service. This is a strategy of last resort and
one that most managers work hard to avoid.
TYPES OF RETRECHMENT STRATEGY
Turnaround Strategy:
If the firm chooses to focus on ways and means to reverse the process of decline,
it adopts a turnaround Strategy
Approaches of Turnaround Strategy
Surgical Approach:
It is mostly mechanic and requires tough attitude of the top executive. The
executive issues direction for change, fire employees, close down divisions/plants,
drops the product lines, replaces the machinery, issues production, marketing and
finance controls, fixation of accountability for results
.This approach continues until the firm is turned around. Later the chief
executives relax the tough environment and controls.
Human Resources Development Approach
Chief Executive conducts a series of meetings, encourages the managers to be
open, understand each other, understand the problems and diagnose the root cause
for poor performance of the firm
He encourages the employees to suggest methods of turning around
- 17 -
7/30/2019 Corporate Level Strategy(1)
18/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
He encourages the managers and employees to implement the solutions offered
by them in a highly coordinated, committed team spirit
CASE STUDY:
Rehabilitation package for Metal Box India Ltd.
Metal Box India Ltd. a reputed company in the packaging industry, turned sick due to
its wrong strategic move of diversifying into bearings manufacture in the early
eighties. Eight of its nine units closedown as a results of which the BIFR and the
ICICI formulated a rehabilitation package for the turnaround of the company
The BIFR-ICICI package covers the following
Closure of three unprofitable units at Calcutta, Bombay and Cochin
Retrenchment of 3000 workers drawn from all the nine through compensation
A flat 20 percent cut in wages for the remaining workers
Write-off or conversion of outstanding loans from financial institutions and
banks
Concessions and relief of up to 50 percent in sales, octroi, and turnover taxes,
among others from the state governments
Introduction of a new promoter in place of the parent multinational Metal
Box, plc, of UK which wanted to divest its 33.02 % shareholding
- 18 -
7/30/2019 Corporate Level Strategy(1)
19/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
CHAPTER 6
DIVESTMENT STRATEGY
MEANING:
Divestment strategy involves the sale or liquidation of a portion of business or a
major division, profit centre
or SBU. Divestment is usually a part of rehabilitation or restructuring plan and is adopted
when a turnaround has been attempted but has proved unsuccessful. The option of a
turnaround may even be ignored if it is obvious that divestment is the only answer.
Approaches to divestment:
A firm may choose to divest in two ways. A part of the company is divested by spinning
it off as a financially and managerially independent company, with the parent company
retaining or not retaining partial ownership. Alternatively, the firm may sell a unit
outright. In the latter case, a marketing concept approach is advisable where a buyer is
found who may consider the divested unit (by the selling firm) to be a strategic fit. In
this way, the likelihood of the unit being sold profitably is high.
Decision to divest:
The decision to divest is a painful one for the management as it amounts to admitting a
failure. This is the reason why many firms fail to divest even though the strategic
alternative is apparent. With an increasing pressure to streamline and the
restructure businesses and the emergence of professional management, divestment
strategies have become quite popular in the Indian industry. Another reason why
- 19 -
7/30/2019 Corporate Level Strategy(1)
20/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
divestment is a preferred option is the fact that several family business houses as well as
public sector companies in India have always been widely diversified. This made sense
when licensing was prevalent and expansion opportunities were severely limited.
Companies had no option but to diversify. With a wide-ranging portfolio of businesses,
companies now face the problem of diffusion of core competencies. This is the reason
why several companies in India are employing divestment as a strategy to streamline
their business portfolio and emerge as a focused organization
CASE STUDY:
Divestment of TOMCO
Tata group is a highly-diversified entity with a range of businesses under its fold.
They identified their non core businesses for divestment. TOMCO was divested
and sold to Hindustan Levers as soaps and detergents were not considered a core
business for the Tatas.
Divestment of VST
VST Natural Products, the food business company of VST, the tobacco firm,
was divested to the Global Green Company of the Thapar group. The reasons
for divestment were: non availability of raw materials and inadequate working
capital infusion. VST, the parent company, could not invest more as it was itself
running under a loss.
- 20 -
7/30/2019 Corporate Level Strategy(1)
21/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
LIQUIDATION STRATEGY
This involves closing down a firm and selling its assets. It is considered as a last
resort because it leads to serious consequences such as loss of employment for
workers and other employees, termination of opportunities where a firm could pursue
any future activities, and stigma of failure
The psychological implications
The prospects of liquidation create a bad impact on the companys reputation.
For many executives who are closely associated firms, liquidation may be a traumatic
experience.
LEGAL ASPECTS OF LIQUIDATION:
Under the Companies Act 1956, liquidation is termed as winding up. The Act defines
winding up of a company as the process whereby its life is ended and its property
administered for the benefit of its creditors and members. The Act provides for
liquidators who takes control of the company, collects its assets, pay it debts, and
finally distributes any surplus among the members according to their rights. The
stability grand strategy is adopted by an organization when it attempts at an
incremental improvement of its functional performance by marginally changing one
or more of its businesses in terms of their respective customer groups, customer
functions, and alternative technologies either singly or collectively
- 21 -
7/30/2019 Corporate Level Strategy(1)
22/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
E.g.:A copier machine company provides better after sales service to its existing
customer to improve its company product image, and increase the sale of
accessories and consumables
Thisstrategy may be relevant for a firm operating in a reasonably certain and pred
ictable environment. Stability strategy can be of three types No Change
Strategy, Profit Strategy, Pause/ Proceed with caution Strategy.
1. No-Change Strategy
It is a conscious decision to do nothing new. The firm will continue with its
present business definition. When a firm has a stable internal and external
environment the firm will continue with its present strategy. The firm has no new
strengths and weaknesses within the organization and there is no an opportunity
or threats in the external environment. Taking into account this situation the firm
decides to maintain its strategy.
Several small and medium sized firm operating in a familiar market- more
often a niche market that is limited in scope and offering products
or services through a time tested technology rely on the No Change Strategy.
2. Profit Strategy
No firm can continue with the No Change Strategy. Sometimes things do
change and the firm is faced with the situation where it has to do something. A
firm may assess the situation and assume that its problem are short lived and will
- 22 -
7/30/2019 Corporate Level Strategy(1)
23/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
go away with time. Till then a firm tries to sustain its profitability by adopting a
profit strategy
For instance in a situation when the profit is becoming lower firm takes measures
to reduce investments, cut costs, raise prices, increase productivity and adopt
other measures to solve the temporary difficulties. The problem arises due to
unfavorable situation like economic recession, government attitude, and industry
down turn, competitive pressures and like. During this kind of situation that the
firm assumes to be temporary it would adopt profit strategies Some firms to
overcome these difficulties would sell off assets such as prime land in a
commercial area and move to suburbs. Others have removed some of its non-core
business to raise money, while others have decided to provide outsourcing
service to other organizations.
3. Pause/ Proceed with Caution Strategy
It is employed by the firm that wish to test the ground before moving ahead with
a full fledged grand strategy, or by firms that have an intense pace of expansion
and wish to rest for a while before moving ahead. The purpose is to allow all the
people in the organization to adapt to the changes. It is a deliberate and conscious
attempt to postpone strategic changes to a more opportune time.
E.g: In the India shoe market dominated by Bata and Liberty, Hindustan Levers
better known for soaps and detergents, produces substantial quantity of shoes and
shoe uppers for the export market. In late 2000, it started selling a few thousand
- 23 -
7/30/2019 Corporate Level Strategy(1)
24/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
pairs in the cities to find out the market reaction. This is a pause proceed with
caution strategy before it goes full steam into another FMCG sector that has a lot
of potential
INTENSIFICATION STRATEGY:
Intensification refers to growth by working with its current businesses more vigorously.
Intensification, in turn, encompasses three alternative routes:
Alternative Routes
1. Market Penetration:
It refers to concentrating on the current business and directing resources and efforts to the
profitable growth of a single product, in a single market, and with a single technology.
It aims at reaching deeply into each segment of current market for existing products and
also increasing consumption of existing customers.
2. Market Development:
It consists of selling existing products, to new customers in related market areas byadding different channels of distribution or by changing the content of advertising or the
promotional media.
3. Product Development:
It involves substantial modification of existing products or creation of new but related
items that can be marketed to current customers through established channels.
- 24 -
7/30/2019 Corporate Level Strategy(1)
25/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
CHAPTER 7
DIVERSIFICATION STRATEGIES
DIVERSIFICATION STRATEGY
Diversification is the process of entry into a business which is new to an organization
either marketwise or technology wise or both. Diversification may involve internal
or external, related or unrelated, horizontal or vertical, and active or passive dimensions--
either singly or collectively.
Diversification Strategy
Eg.: Kesoram Cotton Mills into textiles, cellophane paper, firebricks, cast-iron pipes,
and cement.ITC Ltd. (a cigarette major) into hotel, paper and packaging; edible
oils,etc.
- 25 -
7/30/2019 Corporate Level Strategy(1)
26/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
TYPES OF DIVERSIFICATION STRATEGY
Horizontal Integration
Vertical Integration
Concentric Diversification
Conglomerate Diversification
Concentric Diversification
When an organization takes up an activity in such a manner that it is related to the
existing business definition of one or more of a firms business, either in terms
of customer groups, customer functions or alternative technologies, it is called Concentric
Diversification.
Types of Concentric Diversification
Marketing-related Concentric Diversification:
When a similar type of product is offered with the help of unrelated technology
For example: a company in the sewing machine business diversifies into kitchenware
and household appliances, which are sold to housewives through a chain of retail stores.
Technology-related Concentric Diversification:
When a new type of product or service is provided with the help of related technology
For example, a leasing firm offering hire-purchase services to institutional customers
also starts consumer financing for the purchase of durables to individual customers.
Marketing-and-Technology-related Concentric Diversification:
When a similar type of product or service is provided with the help of related technology
- 26 -
7/30/2019 Corporate Level Strategy(1)
27/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
for example a raincoat manufacturer makes other rubber-based items, such
as, waterproof shoes and rubber gloves, sold through the same retail outlets.
Conglomerate Diversification
When an organization adopts a strategy which requires taking up those activities which
are unrelated to the existing business definition of one or more of its business, either in
terms of their respective customer groups, customer functions or alternative technologies
Conglomerate Diversification
For Example:
ITC, a cigarette company diversifying into the hotel industry Essar Group in shipping,
marine construction, oil support services, and iron and steel Shriram Fibres Ltd. In
nylon industrial yarn, synthetic industrial fabrics, nylon tyre cords, fluoro chemicals,
fluorocarbon refrigerant gases, ball and needle bearings, auto electrical, hire-purchase
and leasing, and financial services
Reasons for adopting Diversification Strategies
To minimize the risk by spreading it over several businesses
To capitalize on organizational strengths or minimize weaknesses
Diversification may be the only way out if growth in existing business is blocked
due to environmental and regulatory factors
- 27 -
7/30/2019 Corporate Level Strategy(1)
28/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
CASE STUDY:
Managing Diversification at the Munjal Group
In 1978, the Munjal Group of Ludhiana, Punjab established manufacturers of Hero
Bicycle-planned to diversify into yarn manufacture. The reasons for diversification were:
95 % of acrylic yarn used in India comes to Ludhiana
A lot of cotton grows in Punjab and could be used in manufacturing yarn
Group philosophy to involve it self in providing basic inputs to industry
- 28 -
7/30/2019 Corporate Level Strategy(1)
29/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
In the seventies, yarn was a profitable sector
But the company (Hero Fibres) faced many problems like a downsizing in the
cotton and acrylic yarn market, differing work ethos in the yarn industry as compared to
that in the light engineering industry, and a high rate of turnover. The problems were
resolved by adopting a plan under which the following steps were taken:
1. Close involvement of the top management and personnel from existing companies took
place
2. Avoiding employment of groups of workers to prevent the formulation of a coterie, the
orientation and training of managers and workers, and providing jobs to family members
of workers to make migration of labor difficult.
This case of Hero Fibers illustrates that despite strong reasons for diversification, the
actual implementation of plans is crucial to the success of diversification strategies
- 29 -
7/30/2019 Corporate Level Strategy(1)
30/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
CHAPTER 8
INTEGRATION STRATEGIES
MEANING:
When firms use their existing base to expand in the direction of their raw materials or the
ultimate consumers, or, alternatively they acquire complimentary or adjacent businesses,
integration takes place. Integration basically means combining activities related to the
present activity of a firm
Reason for Adopting Integration Strategy
Transaction cost economics
- make or buy decision (move up the value chain)
- make it sell or sell (move down the value chain)
TYPES OF INTEGRATION STRATEGY
Vertical Integration
Horizontal Integration
Vertical Integration
When an organization starts making new products that serve its own needs, vertical
integration takes place. Any new activity undertaken with the purpose of either supplying
- 30 -
7/30/2019 Corporate Level Strategy(1)
31/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
inputs (such as raw materials) or serving as a customer for outputs (such as, marketing of
firms product) is vertical integration
TYPES OF VERTCAL INTEGRATION
Backward Integration: retreating to the source of raw materials
Forward Integration: moves the organization nearer to the ultimate customer
Vertical Integration at Reliance Industries
Reliance started its business with textiles and went for backward integration to
produce PFY and PSF, critical raw materials for textiles, PTA and MEG-raw materials
for PSF and PFY, propylene-raw materials for PTA and MEG, and finally naphtha for
producing propylene.
Vertical Integration at Reliance Industries
Naphtha Propylene PTA + MEG
PSf (fibers) and PFY yarns Textiles
CASE STUDY
Vertical Integration at Modern Group
Expansion strategies at Modern Group, consisting of five companies having a combined
turnover of Rs.115 crore in1989, involved diversification in the form of backward and
forward integration.
- 31 -
7/30/2019 Corporate Level Strategy(1)
32/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
Forward integration took place at Modern Suiting when it diversified into worsted
suiting. With an investment of Rs.7 crore, it acquired sulzer looms, sophisticated fabric
processing facilities and other sophisticated equipments to manufacture a premium terry
wool suiting with the brand name Amadeus
Backward integration at Modern Woolens involved collaboration with Schild
of Switzerland for wool processing, combing, and woolen tops which are necessary for
the production of woolen textiles.
In this manner, a number of backward and forward linkages were being attempted within
the Modern Group with the objective of raising the turnover to Rs.250 crore by 1992
Horizontal Integration
When an organization takes up the same type of products at the same level of production
or marketing process, it is said to follow a strategy of horizontal integration
For E.g.: When a luggage company takes over its rival luggage company
Horizontal Integration strategy may be frequently adopted with a view to expand
geographically by buying a competitors business, to increase the market share or to
benefit from economies of scale.
Solidaire India Ltd. is a prominent manufacturer of TVs and has a sizeable
presence in the market in southern India. It started with the name of Hi Beam
Electronics Ltd. in 1974.Subsequently; this unit was merged with two other units
- 32 -
7/30/2019 Corporate Level Strategy(1)
33/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
to form a consortium called Tri-Star Electronics. In 1978, the brand name
Solidaire was adopted. In this manner the growth strategy of the company started
with Horizontal Integration.
Takeover of Neyveli Ceramics and Refractories Ltd. (Neycer) by Spartek
Ceramics India Ltd. in the early 1990s.Both the companies were in sanitary ware
and tile production. By acquiring Neycer,Spartek became the largest ceramic tile
manufacturer in the country.
- 33 -
7/30/2019 Corporate Level Strategy(1)
34/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
CHAPTER 9
MERGER STRATEGY
Merger Strategy Meaning:
A merger is a combination of two or more organizations in which one acquires the assets
and liabilities of the other in exchange for shares or cash, or both the organizations are
dissolved, and the assets and liabilities are combined and new stock is issued.
Examples
Polyolefin Industries with NOCIL
TVS Whirlpool Ltd. with Whirlpool of India Ltd.
Sandoz (India Ltd.) with Hindustan Ciba Geigy Ltd
.Nirma Detergents Ltd., Nirma Soaps and Detergents Ltd., and Shiva Soaps and
Detergent Ltd. With Nirma Ltd.
TYPES OF MERGERS
Horizontal Mergers:
Combination of firms engaged in the same business
E.g.: Footwear Company combines with another footwear company
Vertical Mergers:
Combination of different firms engaged in activities complimentary to each other like
supply of raw materials, production of goods and marketing
E.g.: Footwear Company combines with a leather tannery or with a chain of shoe retail
stores
- 34 -
7/30/2019 Corporate Level Strategy(1)
35/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
Concentric merger:
Combination of firms related to each other in terms of customer groups or customer
functions or alternative technologies
E.g.: Footwear Company combines with a hosiery firm making socks or with a
leather goods company making purses, handbags, and so on.
Conglomerate Merger:
Combination of firms unrelated to each other in terms of customer groups or customer
functions or alternative technologies
E.g. Footwear Company combines with a pharmaceutical firm
Important Issues in Mergers:
Valuation issue:
It relates to the valuation of the seller firm and the sources of financing for mergers to
take place. Value may be assessed keeping in view the assets, market standing and
opportunity, earnings potential, or stock value.
Financial issues:
The basic point is to arrive at a valuation model where the impact on the EPS of the
merging firm is either positive or neutral
E.g.: Where this took place successfully is the
Ranbaxy-Crosslands merger where there was a considerable appreciation of the EPS
of the merged identity
-E.g. Where it did not took place is the case of
- 35 -
7/30/2019 Corporate Level Strategy(1)
36/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
Punjab National Bank New Bank of India
merger where the EPS of the merged entity became negative
Managerial Issues:
It relate to the problems of managing firms after the merger has taken place
Usually, mergers are followed by the changes in staff, specially chief executives and top
managers
Legal issues in Merger:
It relate to the provisions made in law for the purpose of mergers.
Acquisition or Takeover Strategy:
Acquisition or Takeover is the attempt of one firm to acquire ownership or control
over another firm against the wishes of the latters management.
But in practice it can be hostile or friendly
Controversies created by Acquisition or Takeover Strategy
Takeover attempt of Escorts and DCM by Swaraj Paul, a non resident Indian
based at London, created lot of resentment in Indian Business scene in 1990s
Takeover of Raasi Cement by India Cement have generated lot of tension
Friendly Takeover: Tata Teas takeover of Consolidated Coffee (a grower of
coffee beans) and Asian Coffee (a Processor)
- 36 -
7/30/2019 Corporate Level Strategy(1)
37/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
CHAPTER 9
JOINT VENTURE STRATEGY
Joint Venture Strategy:
Joint ventures are a special case of consolidation where two or more companies from a
temporary form a temporary partnership (also called a consortium) for a specified
purpose. They occur when an independent firm is created by at least two other firms.
Joint ventures may be useful to gain access to a new business mainly under these
conditions
Joint Ventures are partnerships in which two or more firms carry out a specific project or
corporate in a selected area of business.
It can be temporary, disbanding after the project is finished, or long-term.
Ownership of the firms remains unchanged.
Even a successful joint venture may not last forever. Nor does the collapse of
a joint venture always imply failure. Actually, corporate partnerships are formed
for specific and time bound objectives which, once achieved, leave little reason for
the alliance to be continued. Joint Ventures that last longer do so because
their objectives have been redesigned.
- 37 -
7/30/2019 Corporate Level Strategy(1)
38/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
Strategic Issues in Joint Venture Strategy
It offers the advantages of achieving objectives mutually by the participating firms
Eliminating, controlling, or reducing competition may be of strategic importance
An increase in market share
If technology is a critical variable in strategy, then Joint Ventures with foreign
companies can be feasible
Examples of Joint Venture
IBM World Trade Corporation and Tata Industries Ltd. Created joint venture to form
Tata Information Systems Ltd. The stated purpose was to make it Indias top information
technology company
Cummins Engine Company and TELCO formed joint venture to manufacture
TelcoEngines
Reliance Industries and Nynex Corporation
Tata Industries and Bell Canada
Ashok Leyland and Singapore Telecom
- 38 -
7/30/2019 Corporate Level Strategy(1)
39/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
CHAPTER 10
CONTINGENCY STRATEGY
CONTINGENCY STRATEGY:
A contingency plan is a plan devised for an outcome other than in the usual (expected)
plan. It is often used forrisk management when an exceptional risk that, though unlikely,
would have catastrophic consequences. Contingency plans are often devised by
governments orbusinesses. For example, suppose many employees of a company are
traveling together on an aircraft which crashes, killing all aboard. The company could be
severely strained or even ruined by such a loss. Accordingly, many companies have
procedures to follow in the event of such a disaster. The plan may also include standing
policies to mitigate a disaster's potential impact, such as requiring employees to travel
separately or limiting the number of employees on any one aircraft.
During times of crisis, contingency plans are often developed to explore and prepare for
any eventuality. During the Cold War, many governments made contingency plans to
protect themselves and their citizens from nuclear attack. Examples of contingency plans
designed to inform citizens of how to survive a nuclear attack are the booklets Survival
Under Atomic Attack, Protect and Survive, and Fallout Protection, which were issued by
the British and American governments. Today there are still contingency plans in place to
deal with terrorist attacks or other catastrophes.
- 39 -
http://en.wikipedia.org/wiki/Risk_managementhttp://en.wikipedia.org/wiki/Governmentshttp://en.wikipedia.org/wiki/Businesseshttp://en.wikipedia.org/wiki/Cold_Warhttp://en.wikipedia.org/wiki/Nuclear_warfarehttp://en.wikipedia.org/wiki/Survival_Under_Atomic_Attackhttp://en.wikipedia.org/wiki/Survival_Under_Atomic_Attackhttp://en.wikipedia.org/wiki/Protect_and_Survivehttp://en.wikipedia.org/wiki/Fallout_Protectionhttp://en.wikipedia.org/wiki/Terrorist_attackshttp://en.wikipedia.org/wiki/Risk_managementhttp://en.wikipedia.org/wiki/Governmentshttp://en.wikipedia.org/wiki/Businesseshttp://en.wikipedia.org/wiki/Cold_Warhttp://en.wikipedia.org/wiki/Nuclear_warfarehttp://en.wikipedia.org/wiki/Survival_Under_Atomic_Attackhttp://en.wikipedia.org/wiki/Survival_Under_Atomic_Attackhttp://en.wikipedia.org/wiki/Protect_and_Survivehttp://en.wikipedia.org/wiki/Fallout_Protectionhttp://en.wikipedia.org/wiki/Terrorist_attacks7/30/2019 Corporate Level Strategy(1)
40/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
Developing strategies for how a business will use its money, materials and people to
accomplish its goals is part of starting and running a business. Within the strategic
planning process, a contingency plan serves as a backup in cases where a business veers
off course from one or more intended outcomes. Strategic contingency planning attempts
to lessen the effects of less than favorable circumstances and keep a business afloat
during difficult periods.
In the process of developing a companys overall strategic plan, business managers may
develop alternative strategies as a means to accommodate unexpected conditions or
events, such as economic recessions or catastrophic events. Contingency planning
involves having alternative strategies in place as a way of preparing for the unexpected.
These types of plans may also be categorized as disaster recovery plans or business
continuity plans, depending on the overall purpose of the plan. The primary purpose for a
contingency plan provides a strategy for minimizing the effects of unexpected
circumstances. By doing so, business managers increase the likelihood that a business
main operations will continue with minimal losses or damages.
DISINVESTMENT STRATEGY:
At the very basic level, disinvestment can be explained as follows:
Investment refers to the conversion of money or cash into securities, debentures, bonds
or any other claims on money. As follows, disinvestment involves the conversion of
money claims or securities into money or cash.
- 40 -
7/30/2019 Corporate Level Strategy(1)
41/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
Disinvestment can also be defined as the action of an organisation (or government)
selling or liquidating an asset or subsidiary. It is also referred to as divestment or
divestiture.
In most contexts, disinvestment typically refers to sale from the government, partly or
fully, of a government-owned enterprise.
A company or a government organisation will typically disinvest an asset either as a
strategic move for the company, or for raising resources to meet general/specific needs.
Objectives of Disinvestment
The new economic policy initiated in July 1991 clearly indicated that PSUs had shown a
very negative rate of return on capital employed. Inefficient PSUs had become and were
continuing to be a drag on the Governments resources turning to be more of liabilities to
the Government than being assets. Many undertakings traditionally established as pillars
of growth had become a burden on the economy. The national gross domestic product
and gross national savings were also getting adversely affected by low returns from
PSUs. About 10 to 15 % of the total gross domestic savings were getting reduced on
account of low savings from PSUs. In relation to the capital employed, the levels of
profits were too low. Of the various factors responsible for low profits in the PSUs, the
following were identified as particularly important:
Price policy of public sector undertakings
- 41 -
7/30/2019 Corporate Level Strategy(1)
42/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
Underutilisation of capacity
Problems related to planning and construction of projects
Problems of labour, personnel and management
Lack of autonomy
Hence, the need for the Government to get rid of these units and to concentrate on core
activities was identified. The Government also took a view that it should move out of
non-core businesses, especially the ones where the private sector had now entered in a
significant way. Finally, disinvestment was also seen by the Government to raise funds
for meeting general/specific needs.
In this direction, the Government adopted the 'Disinvestment Policy'. This was identified
as an active tool to reduce the burden of financing the PSUs. The following main
objectives of disinvestment were outlined:
To reduce the financial burden on the Government
To improve public finances
To introduce, competition and market discipline
To fund growth
To encourage wider share of ownership
To depoliticise non-essential services
- 42 -
7/30/2019 Corporate Level Strategy(1)
43/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
Importance of Disinvestment:
Presently, the Government has about Rs 2 lakh crore locked up in PSUs. Disinvestment
of the Government stake is, thus, far too significant. The importance of disinvestment lies
in utilization of funds for:
Financing the increasing fiscal deficit
Financing large-scale infrastructure development
For investing in the economy to encourage spending
For retiring Government debt- Almost 40-45% of the Centers revenue receipts go
towards repaying public debt/interest
For social programs like health and education
Disinvestment also assumes significance due to the prevalence of an increasingly
competitive environment, which makes it difficult for many PSUs to operate profitably.
This leads to a rapid erosion of value of the public assets making it critical to disinvest
early to realize a high value.
Conclusion:
If disinvestment policy is to be in wider public interests, it is necessity to examine
systematically issues such as correct valuation of shares and appropriate use of
disinvestment proceeds. The disinvestment of public sector units which is, in fact, the
publics money is done without even due amount of debate in the parliament. This,
therefore, calls for utmost care and meticulous planning.
- 43 -
7/30/2019 Corporate Level Strategy(1)
44/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
CHAPTER 11
MODERNIZATION STRATEGY
MORDERNIZATION MEANING:
Modernization refers to a model of an evolutionary transition from a 'pre-modern' or
'traditional' to a 'modern' society. The teleology of modernization is described in social
evolutionism theories, existing as a template that has been generally followed by societies
that have achieved modernity. While it may theoretically be possible for some societies to
make the transition in entirely different ways, there have been no counterexamples
provided by reliable sources.
Historians link modernization to the processes of urbanization and industrialisation, as
well as to the spread of education. As Kendall (2007) notes, "Urbanization accompanied
modernization and the rapid process of industrialization." In sociological critical theory,
modernization is linked to an overarching process ofrationalisation. When modernization
increases within a society, the individual becomes that much more important, eventually
replacing the family or community as the fundamental unit of society.
Modernization theory and history have been explicitly used as guides for countries eager
to develop rapidly, such as China. Indeed, modernization has been proposed as the most
useful framework forWorld history in China, because as one of the developing countries
that started late, "China's modernization has to be based on the experiences and lessons of
other countries.
- 44 -
http://en.wikipedia.org/wiki/Societyhttp://en.wikipedia.org/wiki/Teleologyhttp://en.wikipedia.org/wiki/Social_evolutionismhttp://en.wikipedia.org/wiki/Social_evolutionismhttp://en.wikipedia.org/wiki/Modernityhttp://en.wikipedia.org/wiki/Urbanizationhttp://en.wikipedia.org/wiki/Industrialisationhttp://en.wikipedia.org/wiki/Sociologicalhttp://en.wikipedia.org/wiki/Critical_theoryhttp://en.wikipedia.org/wiki/Rationalization_(sociology)http://en.wikipedia.org/wiki/Modernization_theoryhttp://en.wikipedia.org/wiki/World_historyhttp://en.wikipedia.org/wiki/Societyhttp://en.wikipedia.org/wiki/Teleologyhttp://en.wikipedia.org/wiki/Social_evolutionismhttp://en.wikipedia.org/wiki/Social_evolutionismhttp://en.wikipedia.org/wiki/Modernityhttp://en.wikipedia.org/wiki/Urbanizationhttp://en.wikipedia.org/wiki/Industrialisationhttp://en.wikipedia.org/wiki/Sociologicalhttp://en.wikipedia.org/wiki/Critical_theoryhttp://en.wikipedia.org/wiki/Rationalization_(sociology)http://en.wikipedia.org/wiki/Modernization_theoryhttp://en.wikipedia.org/wiki/World_history7/30/2019 Corporate Level Strategy(1)
45/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
Instead of being dominated by tradition, societies undergoing the process of
modernization typically arrive at governance dictated by abstract principles. Traditional
religious beliefs and cultural traits usually become less important as modernization takes
hold.
Modernization Performance Indicators:
Percent customer satisfaction
Number of databases normalized, standardized, and NIEM conformant
Number of common services provided
Percent of ATF databases or functionality made available through a common services
platform
Percent of technology service categories within a current ATF enterprise standard
Percent of investment $ expenditures in alignment with enterprise standards
Percent of technology capital investment compared to operating expenditures
Percent of Lab infrastructure within its recommended useful life
Percent of NIBIN infrastructure within its recommended useful life
- 45 -
7/30/2019 Corporate Level Strategy(1)
46/47
CORPORATE LEVEL STRATEGIC MANAGEMENT
CHAPTER 12
CONCLUSION
Corporate strategy is an important aspect as it is related to other strategies such as
specific business unit strategies or marketing strategies. Corporate strategies play an
important role by influencing these more specific strategies. For example, if a corporate
strategy calls for a narrow focus on a specific type of business, then the individual
business strategies will need to align with this. Corporate strategy is important to
businesses because it provides an overall direction for the firm. This allows the business
to be proactive, rather than reactive. This means that the business can plan for the future
and take advantage of opportunities, instead of simply reacting to changes in the
marketplace as they happen. This can increase the firm's productivity, efficiency and
profits.
- 46 -
7/30/2019 Corporate Level Strategy(1)
47/47
CORPORATE LEVEL STRATEGIC MANAGEMENT