Strategic management establishing strategic intent

STRATEGIC MANAGEMENT
ESTABLISHING STRATEGIC INTENT




Unit -2

,Hierarchy Of Strategic Intent
Strategic Intent
Strategic intent refers to the purposes the organisation
strives for.

Strategic intent provides a framework within which the firm
operates, adopts a pre-determined direction to achieve goal.

The hierarchy of strategic intent covers the vision and
mission, business definition, business models, goals and
objectives.

,Hierarchy of strategic intent




•Vision
•&
•mission
•Business definition
•Business models
•Goals & objectives

, Vision

‘A mental image of a possible and desirable future state of
the organisation’



Features Of Vision
⚫ It must be easily communicable – Everybody should be able to
understand it clearly

⚫ It must be graphic – It must paint a picture of the kind of
company that the management is trying to create
⚫ It must be directional – It must say something about the
company’s journey or destination.