Mintzberg - 13 schools of thought - strategy means different things from each view of a manager

• ‘Strategy Safari’ book

Michael Porter - good academic guide for strategy essay - use as references to back up

Corporate level strategy: overall scope of the organisation

• include geography, product range/diversity, acquisitions, mission statement & vision, corporate objectives/goals

Business level strategy: how the individual business competes successfully within a market to feed into corporate goals (local/brand level) (aka. competitive strategy)

• include innovation, competition, business portfolio

Operational level strategy: how the departments/teams deliver the above strategy

• marketing, Hr, operations, finance etc.

Everything needs to feed into each other to accomplish total goals

Corporate vision: future goal - not to be accomplished completely - aspiration

Corporate mission: strategic statement used to describe why its in business and what it aims to achieve as a business

Objective: SMART goals - quantifiable goals

Scope: the breadth of the organisation & what’s involved

Competitive advantage: how they create value, USP over the competition, how the company sets themselves apart from competitors

Values: things the company holds in high importance

Business portfolio: