JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

Course Objectives:

• To enable strategic orientation in conduct of the business.
• To explain to students about different tools and techniques of strategic analysis.
• To educate on strategy implementation, planning systems for implementation.
• To provide understanding of various turnaround and diversification strategies.
• To elucidate qualitative and quantitative benchmarking to evaluate performance.

Course Outcomes

Students will be able to:

• Understand the importance of strategic management process.
• Learn various market life cycle models for strategic analysis.
• Learn Strategies for competing in global markets and internet economy.
• Appreciate the need for having appropriate Turnaround and Diversification Strategies.
• Understand the aspects of strategy evaluation and control.

UNIT - I: Introduction

Concepts in Strategic Management, Strategic Management Process, developing

a Strategic Vision, Mission, Objectives, Policies, Factors that Shape a Company’s Strategy, Environmental Scanning: Industry and Competitive Analysis. Evaluating Company’s Resources and Competitive Capabilities by using SWOT Analysis, Value Chain Analysis and Competitive Advantage.

UNIT - II: Tools and Techniques for Strategic Analysis

Porter's Five Force Model, BCG Matrix, GE

Model, TOWS Matrix, IE Matrix, The Grand Strategy Matrix. Market Life Cycle Model and Organizational Learning, Impact Matrix and the Experience Curve, Generic Strategies, Strategy Formulation, Types of Strategies: Offensive Strategy, Defensive strategy. Exit and Entry Barriers, Tailoring Strategy to Fit Specific Industry and Company Situations.

UNIT - III: Strategy Implementation

Strategy and Structure, Strategy and Leadership, Strategy and

Culture Connection, Operationalizing and Institutionalizing Strategy, Strategies for Competing in Global Markets and Internet Economy, Organizational Values and their Impact on Strategy, Resource Allocation as a Vital Part of Strategy, Planning Systems for Implementation.

UNIT - IV: Turnaround and Diversification Strategies

Turnaround Strategy, Management of Strategic

Change, Strategies for Mergers, Acquisitions, Takeovers and Joint Ventures. Alliances and Cooperatives, Diversification Strategy: Why Firms Diversify, Different Types of Diversification Strategies, the Concept of Core Competence, Strategies and Competitive Advantage in Diversified Companies and its Evaluation. International Strategies.

UNIT - V: Strategy Evaluation and Control

Establishing Strategic Controls for Measuring

Performance, Appropriate Measures, Role of the Strategist, Using Qualitative and Quantitative Benchmarking to Evaluate Performance, Strategic Information Systems, Problems in Measuring Performance, Guidelines for Proper Control, Strategic Surveillance, Strategic Audit, Strategy and Corporate Evaluation and Feedback in the Indian and International Context.

Suggested Readings:

• Richard Lynch, Strategic Management, Sage Publications, 9e, 2021.
• Stewart R. Clegg, Christos Pitelis, Jochen Schweitzer, Andrea Whittle, Strategy Theory and Practice, Sage Publications,3e, 2020.
• Mason A. Carpenter, Wm Gerard Sanders, Prashant Salwan: Strategic Management A Dynamic Perspective, Pearson, 2e, 2017.
• Hitt & Ireland el al., Strategic Management: A South Asian Perspective, Cengage Learning, 9e, 2013.
• V.S.P. Rao, V. Hari Krishna; Strategic Management, Excel Books, 1e, 2012
• Adrian & Alison, Strategic Management: Theory & Applications, Oxford University Press, 2010.
• S K Sarangi, Modern Strategic Management, Everest Publishing, 2012.  32 Syllabus of Elective Subjects  33 MBA MARKETING ELECTIVE