Stakeholders, investors, product portfolio, customers, resources, processes and employees are fundamental elements of any organization. The ‘mission’ of an organization is helpful in deciding how these elements are used to reach its ‘objective’. Strategy is an integral part of any organization that decides the best means to utilize them to reach a common objective which is otherwise known as the ‘strategic goal’.

1. 7/2/2012
Positioning Strategy in your New Venture
Stakeholders, investors, product portfolio, customers,
resources, processes and employees are fundamental
elements of any organization. The ‘mission’ of an organization
is helpful in deciding how these elements are used to reach its
‘objective’. Strategy is an integral part of any organization that
decides the best means to utilize them to reach a common
objective which is otherwise known as the ‘strategic goal’.
In order to understand the significance of formulating strategy
the influence of following factors on an organization must be
realized.
• Range of businesses or product portfolio, their future
growth
• Target markets and competitors operating in same
segments
• Organization's response to competition
• Identification of resources required in response to
competition
• External environment
• Stakeholders' expectations and value
Strategy operates at various levels of organization where
planning is required.
Based on this criterion, many leading researchers have
defined Strategy as ‘direction and scope’ of an organization
that aims at achieving a competitive advantage for
organization through resource utilization to meet market
demands and stakeholder expectations.
Strategy is important in deciding and evaluating stakeholder
expectations to arrive at Strategic options. In addition to
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2. identifying internal and microeconomic factors, formulating
strategy involves identification of various macroeconomic
factors such as political, economic, socio-cultural,
technological, environmental and legal factors influencing
business trends. This technique is referred to as PESTEL
analysis. It is helpful in Scenario planning and Market
segmentations.
Any transactional environment is strongly influenced by
“Driving forces”. To arrive at these driving forces, key drivers
operating in indirect or contextual environment such as
technological, economic, commercial, organizational and
political factors have to be considered. Once key drivers are
identified Iceberg Analysis is used to identify new events
which can be traced to arrive at a pattern of system behavior
which can guide us to system structures which are otherwise
termed as driving forces.
Studies have proved interdependence between PESTEL factors
and the influence that it has on state of affairs in countries.
Strategy involves study of these factors to understand and
synthesize alternative views to the future of organization in
the country of interest.
It is therefore critical for any global organization to plan
strategically before arriving at an expansion action plan.