STRATEGIC INTENT

PRESENTED BY-
AJAY SHARMA
CONTENTS

 INTRODUCTION
 VISION
 MISSION
 BUSINESS DEFINITION
 BUSINESS MODEL
 GOALS AND OBJECTIVES
 CONCLUSION
INTRODUCTION

Hamel and Prahalad find the term “strategic

intent”. It refers to the purposes the
organization strives for.
VISION

According to Kotler “description of something (an

organization, a corporate culture, an activity) in the
future.
According to Miller and Dess (1996) ‘category of
intentions that are broad, all inclusive and forward
thinking.’
Vision is a forward looking view of what an
organization wished to become.
BENEFITS OF VISION

 Good vision help in the creation of a common

identity and a shared sense of purpose.
 Good vision foster risk taking and
experimentation.
 Good vision foster long term thinking.
 Good vision are inspiring and exhilarating.
 Good vision are competitive, original and
unique.
MISSION

 According to Thompson (1997) “essential

purpose of the organization, concerning
particularly what it is in existence, the nature
of the business it is in and the customers it
seeks to serve and satisfy.”
 According to Hunger and Wheelen ( 1999)
‘purpose of reason for the organization
existence.’
CHARACTERISTICS OF A MISSION

 It should be feasible.
 It should be precise.
 It should be clear.
 It should be motivating.
 It should be distinctive.
 It should indicate the major components of
strategy.
BUSINESS DEFINITION

A business definition indicate the choice of

objectives, help in exercising a choice among
different strategic alternatives, facilitate
functional policy implementation and suggest
an appropriate organizational structure.
BUSINESS MODEL

 Business model are expressed in the form that

how does the organization make money.
 For ex- a kirana dukan (provision store), Budget
airlines (e-ticketing, no frills service),.
 Business model is frequently used to express a
number of ideas, among them ‘creating and
marketing the value’.
GOALS

 Goals denote what an organization hopes to

accomplish in future period of times.
According to King and Cleland ”to establish a
venereal tone or organizational climate”
Goal represent the future state or outcome of
effort put in now.
Goal are short term objectives whose attainment is
desired within a specified time period covered by
the plan.
TYPES OF GOALS

 Official Goals-These are the general goals of an

organization as described in a memorandum of
association, charter of annual report.
 Operative Goals- it determine that what the organization
is really attempting to do. They help the organization
manager to focus attention, reduce uncertainty and
choose among organizational design alternatives.
 Operational Goals-These are used supervisory
personnel or managers in the organization to influence
the behavior of subordinates and to measure their
performance.
OBJECTIVES

Objectives are the ends that state specifically

how the goals shall be achieved.
According to Robert and Gene “ objectives may
be defined as the targets people seed to
achieve over various time periods.”
ROLE OF OBJECTIVE

 Objective defines the organization's

relationship with its environment.
 Objectives help an organization to pursue its
vision and mission.
 Objectives provides the basis for strategic
decision making.
CHARACTERISTICS OF OBJECTIVES

 Objectives should be understandable.

 Objectives should be concrete and specific.
 Objectives should be related to a time frame.
 Objectives should be measurable and
controllable.
 Objective should be challenging.
CONCLUSION

 The conclusion determine that the strategic

intent are very useful to the organization to
determine its corporate, business and
functional level in the organization.