Introduction

In response to ever changing business environment, no

firm can follow a single strategy. The changing situations
demand different set of strategies to be followed by
firms. . With the change in external environment top
level management change the corporate level strategies
time to time. After successfully done with the external
and internal evaluation or analysis the next step is to
formulate the strategies. An organization firstly chooses
the corporate strategy.

Meaning Of Corporate Level

Strategy
Corporate level strategy is basically about the choice of direction
that a firm adopt in order to achieve its objective. Corporate level
strategy is concerned with the strategic decisions a business
makes that affect the entire organization. Financial performance,
mergers and acquisitions, human resource management and the
allocation of resources are considered part of corporate level
strategy. Corporate strategies are basically about decisions related
to:
Allocating resources among different business of a firm.
Transferring resources from one set of business to other.
Managing the portfolio of the business.
CLS is the overallscope and direction of
acorporationand the way in which its variousbusiness
operationsworktogether
toachieveparticulargoals.
( businessdictionary.com)

Types Of Corporate Level Strat

Meaning Of Stability Strategy

The stability strategy signifies that firm is
continued to serve the same customers with same
product as at present. Stability strategy aims at
maintaining the existing business without any
significant variations.

Types Of Stability Strategy

Meaning Of
Strategy

The corporate strategy of expansion

or growth is followed when an
organization aims at high growth by
exploiting the opportunities in the
environment or by broadening the
scope of one or more of its business
in the term of their respective
customer group , customer function
or alternative technologies singly or
jointly in order to improve overall
performance. Growth can be in the
form of intensification (following
growth within existing business) or
diversification (following growth by
entering into new business ).It serve
the public with more product
/services , finding new customers by
enhancing market share.

Types Of Growth Strategy

Expansion
Expansion
Expansion
Expansion
Expansion

through concentration.
through integration.
through diversification.
through internationalization.
through cooperation.

Expansion through digitalization.

Expansion Through Concentration

Concentration strategies are very
sensible. These strategies involve
trying to compete successfully within
only a single industry. Mc Donalds,
Subway etc. are firms that have
relied heavily on concentration
strategy
to
become
dominant
players.
Concentration on single
product or services entails increasing
sales, profits, or market share faster
than it has increased in the past.
E.g.
Bajaj Auto has consistently
concentrated on two & three wheeler
since last several years as it finds it
to be a high growth & attractive
industry to invest.

Expansion through
Integration means combining activities related to present
activity of the firm. Integration strategy is one of the ways to
share the benefits of synergist effect. Any integration is taking
place to grow financially strong, have a benefit of research and
development, economies of production and marketing.

Expansion
diversification

through

It means diverting into new product line, market

or into new business that are outside the current
business or market.

Expansion through internationalization

Internationalization strategies are a type of expansion
strategies that require organization to market their
product or services beyond the domestic or national
market. For doing so an organization would have to
assess the international environment, evaluate its own
capabilities & devise strategies to enter foreign market.
The firm can get global through any one of the ways
mention as follow.
Exporting (direct and indirect exporting).
Licensing.
Franchising etc.

Expansion through
cooperation
A large number of firms today
engage
in
co-operative
strategies.
A
cooperative
strategy is an attempt by a firm
to realize its objectives through
cooperation with other firms, in
strategic
alliances
and
partnerships
(typically joint
ventures), rather than through
competition with them. A
cooperative strategy can offer
significant
advantages
for
companies that are lacking in
particular
competencies,
knowledge
or
resources,
enabling them to secure these
through
links
to
other
companies
possessing
complementary skills or assets.

Expansion Through
Digitalization
Digitalization
actually
means
computerization and electroni-sation.
The computerization, electronisation
and digitalization are supported by
two other components of networking
and telecommunication that create
the phenomenon of convergence.
Convergence merges all kind of
information into common digital
form. We have e-business, ecommerce, e- trading, e-banking, egovernance, e-healthcare etc, all
these concepts comes under the
digitalization.

Meaning of Retrenchment Strategy

Retrenchment strategy is followed when an organization
substantially reduce the scope of its activities or reduce the
existing product line or services along with the level of
objectives set below the past achievement. The reasons
that force the manager to go for this retrenchment strategy
can be poor performance, threat to survive, inefficiency of
resources, getting improved managerial efficiency.

Example: To protect Taj

Mahal from environment
pollution as many as
2000 units around Taj
Mahal were ask to shift
or to close


Meaning
strategy

of

Combination

Combination strategy (referred to as mixed or hybrid

strategy) is the mixture of stability , expansion or
retrenchment strategies, applied either simultaneously
(at the same time in different businesses) or
sequentially (at the different time in the same
business). ACombination strategy is the pursuit of two
or more of the previous strategies simultaneously.
For example: Aditya Birla group of company wants to
become worlds largest aluminum company. In order to
achieve this target it adopt combination strategy &
becomes India's first multinational company.

Conclusion
The corporate strategy applies to whole
enterprise. it is an intellectual process. It aims to
put critical resources of the organization to the
best possible use. Corporate level strategy are
formed or amended as when change takes place.
The changes in economic, social and political
environment necessitate the change in the
strategies. Since problems, opportunities and
ideas cannot be expected according to time table,
they have to be dealt with whenever they happen
to be perceive. The use of particular strategy is
based upon situation environment of the business.
A firm needs to always have a goodcorporate
strategyin mind if it wants to maximize its profits

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