Monday, 20 March 2017

Wage Incentive Plans(Compensation Mangement)?


 INCENTIVE PLAN




Incentive means encouragement or inducement or reward to any person for putting this best efforts to achieve higher level of quality production. Permanent employees, in a well established organization, tend to loose interest in productivity. Their jobs are secured,
so why should they bother for production. The production will decrease on the pretext of lost time due to minor faults in a machine/equipment/tools/materials etc. There may be minor delays due non-co-ordination of feeding of raw materials or in process materials. Once a part of employee's earnings are related to his output, the employee will take initiative to overcome all these minor problems and will try to achieve higher level of performance by putting extra efforts & skill.
Incentive scheme should only be introduced in an organization after careful work study by qualified industrial engineers. Time standards for each & every operation will be set after improving the methods of working, layouts, material handling and tooling etc. If the standards are set on the basis of past production records or estimated timings, the employees will improve their methods of working themselves or at the cost of machines and tools, will start earning phenomenal incentive amounts, which ultimately lead to discontinuation of the scheme.
Incentive will be paid on the good pieces produced and these will be passed by quality control. Excessive rejection will penalize the incentive earnings by some formulated relations.Some of the wage incentive plans are discussed here below for direct operatives
Straight Piece Rate Plan- If the standard time for a particular job/ operation is 1 hour, the production per shift/day of eight hours will be eight pieces. Decide average earnings per day to perform the job requiring particular skill, education & experience. Say it is Rs 100. Now the piece rate for the job will be Rs. 100/8 = Rs 12.5. If a worker has produced 9 pieces, his earning for that day will be 12.5x9=Rs. 112.5. On the other hand, if he has produced only 7 pieces his earning will be 12.5x7=Rs 87.5.
This scheme is very easy to follow. The increase in production is rapid. Minimum wages are not guaranteed, so it is the prime responsibility of management to provide sufficient materials, tools, power, machines & equipment.
Straight Piece Rate with a Guaranteed Base Wage Plan
If the production is less than the targeted production, the worker still gets his minimum guaranteed wage of that day. This system takes care of enforced idleness beyond control of workers. e.g. long hours of power load shedding, m/c breakdown or shortage of materials. The loss time should be minimum of ½ an hour to be booked.
Differential Piece Rate Plan
In this plan, the minimum base wage is not guaranteed. If a worker produces above the out put standard (o.s),he gets incentive at higher piece rate On the other hand, if he produces below the output, he gets incentive at lower pc. rate (Refer to line (A) in Fig-1.
This scheme suggested by F.W. Taylor had the disadvantage that an inferior or fresh worker, who was unable to reach the output standard could earn very little and hardly survive.
Merrick modified the taylor's plan and introduced Merrick Differential piece rate system. This plan assured a minimum wage to the workers and suggested separate differential piece rates. In an increasing order for workers reaching upto 70%, 100%, 120% of the output standards and above (Refer Fig. 2). Due to its complex design, this plan was not popular.
Time Rate Plan
1. Halsey Plan- The minimum wage is guaranteed. The extra bonus is paid on the basis of time saved. It is a 50-50 plan, 50% benefit of the saved time will be given to employee, where as rest 50% will go to management.W=RT + ( S-T) / 2 x R
Where - W= wage
R= Hourly rate say Rs.8
T= Actual time taken to complete the job, Say 3
hours.
S= Allowed time, based on past production
records. Say, 4 hours.
W=8x3+( 4-3)/2 x 8= Rs 28.
Now, the wage rate per hour will be (28/3). Rs 9.67.
See Fig-3.
Rowan Plan
It is an improved plan over Halsey. Instead of 50% of time saved, the ratio of time saved to standard time is allowed as bonus ie.Bonus is paid on (S-T) / S rather
than ½ (S-T) In Rowan Plan W= RT +(S-T) / S R.T. Taking the previous example
W=8x3+ (4-3) /4 x 8x3
=24+6
=Rs. 30
Now, wage rate will be 30/3 =Rs 10 This scheme is useful where output standards (based
on past production) are not very accurate. Workers do not like sharing of their earnings in Halsey as well as Rowan Plan. See Fig. 3.
Gantt Plan: wage is guaranteed. Workers reaching upto output standards, based on scientific time study, will get normal wage rate. Workers, exceeding output standard, are paid at higher wage rate. Gantt Plan is an improvement over the Taylor's differential piece rate
Bedaux Plan
It is a standard minute plan with guaranteed base wage, in which 1 minute is represented by 1 B. It includes working time as well as personal need time ( Rest Allowance). A worker, producing job of 60 B's in an hour, will achieve 100% efficiency. Bonus will be paid at the rate of 75% of B's above 60 B's in an hour.
W=RT +75%(Ns-Nt) /60 x R
Where, W=Wage earnings.
R= Hourly rate, say Rs.8
T=Actual time taken, say 3 hrs.
Ns=Standard B's set for the job, say 240
Nt=No. of B's earned, say 180
Now,W=8x3 + 75%(240-180) / 60 x 8
=24+6
=Rs.30.
Here also, the hourly rate will be 30/3 = Rs.10
Emerson's Efficiency Plan:
It is an improved version of Bedaux Plan, in which a worker starts earning at 67% of his efficiency level. The earnings are 0 to 20% above 67% and upto 100% efficiency level. Above 100% efficiency level, the worker will get 1% increase in incentive for every 1% rise in his efficiency.
Efficiency= (Standard time for the job ) / (Actual time taken to complete the job)
Group Incentive Plan
This scheme is suitable, where performance of an individual employee is difficult to measure as he is working in a group to complete the job. The efficiency of the group will be worked out and the incentive amount will be distributed amongst the employees according to their skill / experience level. The scheme is suitable for employees working over a assembly lines, bridge building, house building and ship building etc.
Incentive Scheme for Indirect Employees Indirect employees like general helpers, material movers, sweepers etc. can be paid incentive based on the over all performance of direct employees of group/ section to whom they are serving. Here the scheme may be 50% or 75% of increase in productivity. Incentive Scheme for Managerial/
Supervisory Staff
This scheme is based on over all productivity of the plant. For the same output, reduction of employees or cut down of overtime will improve the productivity, last 2 to 3 years average level of productivity will form the base for comparing any particular month's productivity. Every 1% rise in productivity over base will entitle 1% of basic earnings of that employee as
incentive.
Inference
Incentive schemes are powerful tools for the management to improve productivity of a plant. However these schemes are under severe criticism if hurriedly implemented without agreement of employees or their representatives. The schemes should be well designed and administered by experienced industrial engineers.



CHAPTER- 2
INCENTIVE WAGE PLANS

Incentive wage systems are considered to be incentive management systems. Traditionally, incentive wage plans have been thought of as payment plans based on the output of the employee, generally considered to be a factory employee. But incentive wage systems of today go far beyond the simple single objective of payment for output. Now-a-days incentive wage systems are so designed that the employee feels satisfied intrinsically as well as extrinsically.

Incentive wages relate earnings to productivity and may use premiums, bonuses or a variety of rates to compensate for superior performance (Dale Yoder, 1974). Thus, the incentive plans offer an attraction of extra payment for efficiency or more production. They are popular all over the world and are known by different names like variable pay, pay for performance, contingent pay, merit pay etc.

 

Objectives Of Wage Incentive Plans
The objectives of incentive wage systems have been made clear by McGregor(1960) when he defines them as “a formal method providing an opportunity for every member of the organization to contribute his brain and ingenuity as well as his physical efforts to the improvement of organizational effectiveness… It is the means by which rich opportunities are provided to every member of the organization to satisfy his higher level needs through efforts directed towards the objectives of the enterprise.”

Benefits Of Incentive Compensation
Incentive compensation, also called ‘payment by result’, is essentially a managerial device for increasing workers’ productivity. Simultaneously, it is a method of sharing gains in productivity with workers by rewarding them financially for their increased productivity. The advantage of  incentive plans are as under:

(i)                 Alignment between Organization’s Objectives and Employees’ Objectives. The employee tries to increase productivity which is also the aim of the organization.

(ii)               Wage Get Related to Output. Differences in employees’ ability, motivation and output are automatically recognized and rewarded accordingly. This understanding by the employees tends to reduce the friction, jealousy, and resentment in the work group.

(iii)             Unit Labor Costs are reduced. Incentive wage plans result in reduction of per unit labor, both direct and indirect, costs as the efficiency is emphasized on.

(iv)             Need for Less Supervision. Employees need lesser supervision as the employees are disciplined and responsible.

(v)               Good Human Relations. There are good human relations in the firm as the workers are satisfied with higher earnings and management with increased productivity.

Limitations Of Incentives Compensation
Except employee’s attitudes, all other limitations of incentive wage systems centre around situations involving the firm. These limitations are briefly discussed below:

(i)                 Lack of Receptive Attitude on the Part of the Management and the Employees: The proper functioning of the system required existence of mutual trust between labors and management. If workers think that high, unattainable targets have been fixed, and/or management thinks that workers are not putting in their best efforts, the system is going to fail.

(ii)               Lack of proper Management Practices: For incentives wages to be equitable, working condition must be as nearly standard, uniform, and dependable as possible. They should be available to all employees. Management must make sure that enough work will be provided to workers so that maximum wages can be earned by them. As most of these sound management practices are absent, wage incentive systems also become less beneficial.

(iii)             Leads to Inequities in the Wage Structure: All the jobs in an organization can be divided into two types manual jobs and physical jobs. Performance of physical jobs is not that easily identifiable so they are paid according to straight time basis. Many times, incentive pay systems result in situations where hardworking but low skilled employees working on incentive pay jobs earn more than the more skilled employees working on jobs for which payment is made according to straight time wages. These pay inequities can destroy social relationships, build resentment and animosity among employees.

Types Of Incentive Plans
Following Exhibit shows an overall view of systems of wage payment and incentive plans.

                       Systems of Wage Payment and Incentive

A good incentive plan should encourage the workers to work hard and produce more than the standard production set for them. There are many wage incentive plans which reward the workers for their better performance. The standard output is determined on the basis of time and motion studies by the specialists and the rates of wages are fixed for different jobs on the basis of job evaluation. Broadly speaking, the various wage incentive plans can classified into two groups:

(a) Individual incentive Plans,
(b) Group Incentive Plans as shown in the following table:

Individual Incentive Plans
Under this, earnings are directly related to the performance of the individual employee. Individual incentives may be based on time or output. In time based plans, a standard time is determined and incentive is paid if any employee completes the job in less than standard time. In output based plans, a standard of output is determined and an employee producing more than standard output is given incentive. Output linked incentives can lead to:

(i)                 earnings varying in proportion to output; or;
(ii)               earnings varying less proportionately to output; or;
(iii)             earnings varying more proportionately to output; or;
(iv)             earnings varying in different proportions at different levels of output.

Different incentive plans that reward efficiency are discussed here under.
The Straight Piece Work System. Worker is paid at a specified rate per unit of output.

The standard Hour System. A standard time is worked out to complete a job and in case an individual completes the job before time, he earns wages for the time saved.

 

Halsey Premium Plan

This incentive plan was devised by P.A. Halsey This system is a simple combination of time-speed basis of payment. Under this plan, a minimum time wage is guaranteed to every worker. A standard time is fixed for the completion of a job. If a worker performs his job in less than the standard time, he is rewarded. But there is no penalty for performing the job in more than the standard time fixed. The slow worker is paid the time wages and the efficient worker is paid some bonus in addition to the time wages. The bonus is in proportion to the wage which he could have earned during the time saved. The working of Halsey Premium Plan is explained with the help of the following illustration:

            Standard time (S)                  =                       10 hours                                                                
            Rate (R)                                =                        Rs. 4 per hour                                                      
            Time (T)                                 =           6 hours                                                                 
            Rate of Bonus (P)                 =            50%of time saved                                                
            Total Wages                          =            T X R + (S-T) X P X R
                                                          =            6 X 4 + (10-6) X ½ X 4
                                                          =            Rs. 32.00
           
In the above illustration, the worker gets Rs. 8 extra than he would have earned under the time wage system.

The merits of Halsey plan are as under:
1.      Halsey premium plan is very simple to understand. The amount of wages can be calculated very easily.
2.      Both the workers and the employer get the benefit of time saved.
3.      Halsey plan gives due importance to the efficient workers by paying them bonus for the time saved by them in doing a particular job.
4.      Minimum wage is assured to each worker. Every worker gets wages for the time he has actually devoted at the fixed rate irrespective of his output.

Halsey plan suffers from the following limitations:
1.      workers may not like the sharing of the benefit of their efficiency with the employers. Under this plan, the worker get wages for 50% of the time saved only.
2.      There may be deterioration in the quality of work because the worker may just rush through not caring for the quality of the product or the amount of waste of raw materials.
3.      The standard time may not have been properly fixed.

Rowan Bonus Plan

            Rowan Plan is a modification of Halsey Plan. It guarantees the minimum time wages and does not penalize the slow worker. A standard time as fixed for the completion of a job and the bonus is paid on the basis of time saved. Bonus is a proportion of the wages earned by the worker for the time taken by him and the proportion is the ratio of time saved to standard time. It implies that as the time saved increases, time taken will be reduced and as such the bonus would increase at a diminishing rate. This will check over speeding and overcome a major drawback of Halsey Plan. The working of this plan is explained with the help of the following illustration :

                        Standard time(S)         =          10 hours
                        Time taken (T) =          6 hours
                        Rate ( R)                     =          Rs. 4 per hour
                       
                       
            Total wages                 =          T X R X [ T X R X Time saved__    ]                           
                                                                                            Standard time
                                                =          6 X 4 + ( 6 X 4 X 4/10)
                                                =          Rs. 33.60
           

The advantages of Rowan plan are as follows:

1.      As under Halsey plan, the minimum wages are assured in Rowan plan also.
2.      Employer are also benefited when the efficient workers get bonus.
3.      The efficient workers get bonus at a diminishing rate if they save more than 50 percent of the standard time. This checks them to overstrain themselves and compels them to maintain quality.

The limitations of Rowan plan are as under :

1.      Where time saved is more than 50 percent of standard time, employees get bonus at a diminishing rate. Thus, a worker is discouraged to achieve saving in time more than 50 percent of the standard time.
2.      Calculation of wages is difficult and the workers may not be able to understand this system .
3.      The workers do not like sharing of the benefits of time saved by them.

Emerson Efficiency Plan

            Under this plan, a minimum time wage is guaranteed to the workers. Conditions of work are standardized and standard output is fixed which is to be completed within a specified period of time .This plan is similar to Gantt’s Task and Bonus Plan and is an improvement over the Taylor’s Differential Piece Rate Plan.
           
Under this plan, a worker is entitled to bonus if he is able to achieve 66.67 percent or more of the standard. If a worker’s output is less than 66.67 percent of the standard output, he does not get any bonus, but he gets the minimum time wages. The workers whose output exceeds 66.67 percent of the standard get incentives at a differential piece rate, a small bonus is paid for increases in efficiency from 66.67 percent upwards, until at 80 percent efficiency the bonus payable is 4 percent, at 90 percent efficiency, it is 10 percent and at 100 percent, 1 percent bonus is given for every additional 1 percent efficiency. For instance, if the standard output is 25 units and a worker produces 18 units, he is 90 percent efficient. He will get wages for the day plus 10 percent bonus. But if he produces 25 units, his efficiency will be 125 percent and his remuneration will be day’s  wages plus 45 percent bonus (20per cent of 100 per cent and 25 per cent for efficiency above 100 percent.).
           
The chief advantage of this plan to the workers is that their minimum wages for the day are secured. If a worker is unable to produce 66.67 per cent of the standard output, he is not deprived of his daily wage. Secondly, there is  enough scope for  earning more and more for the efficient workers. The rate of bonus increases at an increasing rate. This plan is very beneficial to the extraordinary workers. This plan is criticized by some people because the bonus rates are not uniform. Below 100 per cent efficiency 20 per cent bonus is to be distributed among the additional 33.33 efficiency. But after 100 per cent efficiency, bonus rate increases exactly  in proportion to increase in efficiency.

Bedeaux Point Plan

            Under this plan, the minute is the time unit described as the standard minute and accounted as Bedeaux point B. In determining the Bs, the time of operation and the  time of rest taken into account. Thus, B may be defined as a fraction of a minute of effort plus a fraction of compensation rest always aggregating unity. The standard time for each job is fixed after undertaking time and motion study and expressed in terms of Bs. The standard time for a job is the number of Bs allowed to complete it. Thus, if the standard time required for a job is five hours, it will be expressed as 300 Bs.
            The workers who are not able to or are just able to complete the work within standard time are paid at the normal time rate. Those who are able to complete their work earlier are paid bonus equal to the wages for time saved as indicated by the excess of B point over the actual time taken.
            Generally, the bonus paid to the worker is 75% of the wages for time saved. The remaining 25% goes to the foreman. The working of the Bedeaux plan is explained with the help of the following illustration:
            Standard time (S)        =          300 Bs (5 hours)
            Actual time (T)            =          240 Bs (4hours)
            Rate of wages (R )      =          Rs. 6 per hour
            60 Bs                           =          1 hour
                                                             
            Value of time saved    =          300-240 x 6
                                                                  50                         
                                                =          Rs.6.00
            Total wages (W)          =          S x R + 75% of value of time saved
                                                =          5 x 6 + 75 x 6
                                                                       100       
                                                =          Rs. 34.50
           
The merits of Bedeaux plan are as under:

1.      In industrial units where conditions are  standardized and where facilities exists for measuring the task and the output with a fair degree of accuracy through time and method studies Bedeaux plan can be useful as a bases for scientific production control particularly for purpose of estimating, planning and controlling machine capacities and for determining standard production costs.
2.      The Bedeaux premium plan is mostly used in those units where the performance by individuals machines or workers has to be constantly watched and kept under control by comparing the number of B’s actually produced with the number of B’s standard.
3.      Minimum wages are guaranteed to the workers, even if the are not able to complete their job within the standard time.
4.      Since 25% of the wages for time saved goes to the foreman, he is motivated to get higher productivity from the workers.

The demerits of this plan are as under:

1.   Much clerical work is   involved in maintaining record and in preparing wages accounts etc. So in this respect, Bedeaux plan is costlier than many other incentive plans .
2.      Though the earnings of a worker increase as his efficiency rises, the rate of increment in the earning is less than in a straight piece rate plan.
3.      Some employers considers that this plan is  not easily intelligible to many workers.
4.      Like all other incentive plan, the success of this plan depends on the reaction of the workers to the plan. Therefore, before adoption this plan may need a certain amount of modification.

Taylor’s Differential Piece Rate System 

            Tailor’s plan is based on piece rate method and does not guarantee a minimum time wage. Under this plan, standard output per hour or per day of worker is fixed. There are two piece rates ; one for those who do not attain the standards fixed and the other for those who attain or exceed the standard. In the second case, the piece rate is higher. This system provides an incentive to the efficient worker and at the same time penalises the inefficient ones. Let us suppose that the standard output per worker has been fixed at 8 units per day and the rate per unit for this standard output or above is Rs.6 per unit. The worker producing 7 units will get Rs.37.50 and the one producing 8 units will get Rs.48. Thus, the first worker is penalised at the rate of Rs.0.50 per unit if he does not achieve the target output.

            The benefits of Taylor’s plan are as follows:

1.      The system not only provides the incentive to efficient workers but also at the same time penalises the inefficient ones. An efficient worker gets full piece rate per unit of production and an inefficient worker (i.e., whose output is less than standard output) is paid at a lower rate per unit.
2.      There is increase in production because every worker tries to increase his productivity in order to get higher piece rate.
3.      It is simple and easy to understand by the workers.

The drawbacks of Taylor’s plan are as follows:

1.      Minimum wages are not assured to the workers. So it is vehemently opposed by the Workers.
2.      The existence of lower piece rate in Taylor’s plan does not act as incentive force, but is
a sort of punishment to those who produce below the standard output.
3.      This plan fails to attract workers who are accustomed to receiving time rate wages or piece rate wages back by guarantied wage.
           
On the whole, the scheme is very harsh for those whose productivity is less than the standard laid down. This plan may bring about disunity among the workers because it divides them into two groups, viz., efficient and inefficient, the inefficient workers may feel jealous of efficient ones as the letter get wages at higher rates.

 

Merrick’s Multiple Piece Rate Plan

            M. Dwight V. Merrick realized that it is unreasonable and unrealistic to classify all workers into two categories only, viz., workers of high efficiency and those who lower efficiency because there are various degrees of efficiency and there are many workers who actually work in their effort to produce more and for their own progress. These persons deserve to be encouraged. Merrick, therefore, introduced three piece rates and made the lowest piece rate equal to the ordinary piece rate which became the ‘Basic Piece Rate’. The rates introduced by Merrick are usually as follow:

________________________________________________________________________           Output ( % of task)                                                    Piece Rate wage
            1. less than 83%                                                       Basic Piece Rate
            2. From 83% to 100%                                              110 % of Basic Piece Rate
            3. Over 100%                                                           120% of Basic Piece Rate 


            To the workers who are potentially high producer, Merrick plan is good incentive system. It seems reasonable to pay production bonus at 110% of the basic piece rate to the workers when they reach 83% task because many workers should be able to reach 83 % task with a little extra effort. When they do so, they will be encouraged to reach the 100% task
            By introducing the basic piece rate for low output, Merrick removed the punitive wage rate originated by Taylor. In fact, Merrick’s plan is only a modified form of Taylor’s plan. Like Taylor’s plan, Merrick’s plan also does not guarantee minimum wages for the workers. Another drawback of the system is the existence of a wide gap in slabs. As is obvious from the plan, all workers producing 1% to 82% of the standard output are considered as sub-standard workers and are paid the same piece rate.
                                                                                                                                                                                                  
Gantt’s Task and Bonus Wage Plan-
It was developed by Henry L. Gantt, a close associate of F.W. Taylor. Under it, standard time for every task is fixed through time and motion study. Minimum time wage is guaranteed to all workers. A worker who fails to complete the task within the standard time receives wages for actual time spent at the specified rate. Workers who achieve or exceed the standard get extra bonus varying between 20% to 50% of the hourly rate for the time allowed for the task. Suppose, the standard time fixed for the job 8 hours and the time rate is Rs 10 per hour and the rate of bonus is 25 per cent. A worker who completes the task in 10 hours he will be paid Rs. 80( 8 * Rs. 10) only. On the other hand, the worker who completes the task in 6 hours will receive Rs. 100 (Rs. 80 + 25 % of Rs. 80). Therefore, the actual rate comes out to be Rs.100 / 6 =Rs. 16.67 per hour.

Under this method, minimum wage is assured to all workers, wages increases progressively with increase in efficiency, and at the same time inefficient workers are not penalized severally.

           Merits:
·         Minimum wages to every worker.
·         Incentive for the efficient workers.
·         Motivates the employees to increase their efficiency.
Group Incentive Plans
Under these plans, bonus is calculated for a group of workers and the total amount is distributed among the group members on one of the following bases:

·         If the group members possess similar skills and abilities, group bonus may be distributed among them on an equal basis; or
·         If the group members have different basic rates of wages, the bonus may be distributed in proportion to the basic rates as under priestman’s output bonus plan; or
·         Group members may be paid bonus on a specified percentage basis.

Such percentage may be determined on the basis of skill, experience and basis rate of pay of each individual worker.


These methods are suitable in the following situations:

·         Where it is not possible to measure the performance of each individual employee:
·         Where the workers constituting a group possess similar skills, abilities, experience: and
·         Where the finished product is the result of collective efforts of group members.

Priestman’s Plan

Under this plan productivity of the group as a whole is the starting point. Standard output is laid down for the group. However, a minimum wage is assured to each group member. The group members become entitled to the bonus if their output exceeds the standard. The bonus is paid in proportion to the excess of actual output over the standard output. For example, if the actual production is 20 per cent higher than the standard output, the wages of each group member will rise by 20 per cent. The additional wage of each member is his bonus.
The main benefit of Priestman’s Plan is that it brings about a team spirit among the group members. This scheme can be successful only if the number of workers in the group is small. However, as no distinction is made between efficient and inefficient workers, no regard is paid to efficiency of the individual.

Gain Sharing Plan
Towne devised this plan. Under this plan, half of the savings in labor cost as a result of output in excess of the standard is distributed among workers and foreman and bonus is paid half yearly. The percentage of the foreman is fixed in advance.

Goal Sharing Plan or Work Team’s Results

It rewards employees for meeting specific goals in terms of quality, service and job performance e.g., an employee may be paid Rs. 20 extra for each one per cent improvement over baseline (minimum performance). Suppose the baseline is 90% and the group achieves 93% performance, this would mean each group member would receive Rs. 60 bonus based on group performance

strategic Mangement And Its Process?

Strategic management
can be defined as the art and science of formulating, implementing and evaluating cross-functional decisions that enable an organization to achieve its objectives.
[1]
A cloud of words such as, 'strategic managemnet', 'plan', 'strategy', 'resources', 'evaluation', etc.

What is that strategic management?

Various definitions are used to describe the subject, but few give a full and easy to understand answer. The combination of all 4 definitions used previously gives us a much clearer view of what the subject is:
Strategic management is a continuous process of strategic analysis, strategy creation, implementation and monitoring, used by organizations with the purpose to achieve and maintain a competitive advantage.
The general purpose of doing it is to combine the energy of organization’s functional areas into one focused effort to achieve superior performance. It is usually done through the many steps of the process.
In essence, it answers the following 3 questions:
  • Where the organization is at the moment?
  • Where does it want to go?
  • How it will get there?
Strategic management is not about predicting the future, but about preparing for it and knowing what exact steps the company will have to take to implement its strategic plan and achieve a competitive advantage.[5]

The difference between strategic management and strategic planning

Both strategic management and strategic planning terms mean the same! The difference is that the latter one is more used in the business world while the former is used in the academic environment.
According to David,[1] strategic planning is sometimes confused with strategy formulation, because strategic plan is constructed in this stage.

Importance of strategic planning

Requirement for sustained competitive advantage. Competitive advantage is what keeps great organizations ahead of their competitors. Rothaermel[2] pointed out that the company, which has a competitive advantage, performs financially much better than other companies in the industry or better than the industry average. Some companies may achieve it without thorough strategic plan but for the most players out there it is vital to plan strategically, i.e. analyze, create, implement and monitor, and do this continuously. It is not guaranteed that companies will ever achieve competitive advantage conducting strategic planning but it is an essential process if the company wants sustain it.
Views things from broader perspective. The other reason why the organizations don’t simply rely on their finances, marketing or operations functional areas to create competitive advantage is that managers of each area often view things only from their own specific angle[3], which is too narrow view for the whole organization to rely upon. Only the managers (e.g. CEOs or strategic planners) who see the whole picture of the company and its surrounding environments can make the decisions that bring the competitive advantage.
Facilitates collaboration. Nowadays, most companies involve middle managers of functional areas into the process of formulating strategic plan. Middle managers are the people who implement the strategies set out in a plan and if they aren’t involved in making the plan, then they aren’t so committed to support it.
Thus, strategic planning is used to achieve the competitive advantage and to integrate all the functional areas of the company by facilitating the communication between the managers of all levels.

Benefits

  1. Defines a company’s vision, mission and future goals.
  2. Identifies the suitable strategies to achieve the goals.
  3. Improves awareness of the external and internal environments, and clearly identifies the competitive advantage.
  4. Increases managers’ commitment to achieving the company’s objectives.
  5. Improves coordination of the activities and more efficient allocation of company’s resources.
  6. Better communication between managers of the different levels and functional areas.
  7. Reduces resistance to change by informing the employees of the changes and the consequences of them.
  8. Strengthens the firm’s performance.
  9. On average, companies using strategic management are more successful than the companies that don’t.
  10. Strategic planning allows the organization to become more proactive than reactive.

Limitations

Although strategic management brings many benefits to the company it also has its limitations:
  1. The costs of engaging in it are huge.
  2. The process is complex.
  3. Success is not guaranteed.
Above are the reasons why small and medium enterprises are usually reluctant to have their own strategic departments.


Strategic management process


is a method by which managers conceive of and implement a strategy that can lead to a sustainable competitive advantage.
[1]
Strategic planning process
is a systematic or emerged way of performing strategic planning in the organization through initial assessment, thorough analysis, strategy formulation, its implementation and evaluation.
A set of icons illustrating strategic management process.

What is that strategic planning process?

The process of strategic management lists what steps the managers should take to create a complete strategy and how to implement that strategy successfully in the company. It might comprise from 7 to nearly 30 steps[4] and tends to be more formal in well-established organizations.
The ways that strategies are created and realized differ. Thus, there are many different models of the process. The models vary between companies depending upon:
  • Organization’s culture.
  • Leadership style.
  • The experience the firm has in creating successful strategies.
All the examples of the process in this article represent top-down approach and belong to the ‘design school’.

Components of strategic planning process

There are many components of the process which are spread throughout strategic planning stages. Most often, the strategic planning process has 4 common phases: strategic analysis, strategy formulation, implementation and monitoring (David[5], Johnson, Scholes & Whittington[6], Rothaermel[1], Thompson and Martin[2]). For clearer understanding, this article represents 5 stages of strategic planning process:
  • Initial Assessment
  • Situation Analysis
  • Strategy Formulation
  • Strategy Implementation
  • Strategy Monitoring

Initial Assessment

Components: Vision statement & Mission statement
Tools used: Creating a Vision and Mission statements.
The starting point of the process is initial assessment of the firm. At this phase managers must clearly identify the company’s vision and mission statements.
Business' vision answers the question: What does an organization want to become? Without visualizing the company’s future, managers wouldn’t know where they want to go and what they have to achieve. Vision is the ultimate goal for the firm and the direction for its employees.
In addition, mission describes company’s business. It informs organization’s stakeholders about the products, customers, markets, values, concern for public image and employees of the organization (David, p. 93)[5]. Thorough mission statement acts as guidance for managers in making appropriate (Rothaermel, p. 34)[1] daily decisions.

Situation Analysis

Components: Internal environment analysis, External environment analysis and Competitor analysis
Tools used: PEST, SWOT, Core Competencies, Critical Success Factors, Unique Selling Proposition, Porter's 5 Forces, Competitor Profile Matrix, External Factor Evaluation Matrix, Internal Factor Evaluation Matrix, Benchmarking, Financial Ratios, Scenarios Forecasting, Market Segmentation, Value Chain Analysis, VRIO Framework
When the company identifies its vision and mission it must assess its current situation in the market. This includes evaluating an organization’s external and internal environments and analyzing its competitors.
During an external environment analysis managers look into the key external forces: macro & micro environments and competition. PEST or PESTEL frameworks represent all the macro environment factors that influence the organization in the global environment. Micro environment affects the company in its industry. It is analyzed using Porter’s 5 Forces Framework.
Competition is another uncontrollable external force that influences the company. A good example of this was when Apple released its IPod and shook the mp3 players industry, including its leading performer Sony. Firms assess their competitors using competitors profile matrix and benchmarking to evaluate their strengths, weaknesses and level of performance.
Internal analysis includes the assessment of the company’s resources, core competencies and activities. An organization holds both tangible resources: capital, land, equipment, and intangible resources: culture, brand equity, knowledge, patents, copyrights and trademarks (Rothaermel, p. 90)[1]. A firm’s core competencies may be superior skills in customer relationship or efficient supply chain management. When analyzing the company’s activities managers look into the value chain and the whole production process.
As a result, situation analysis identifies strengths, weaknesses, opportunities and threats for the organization and reveals a clear picture of company’s situation in the market.

Strategy Formulation

Components: Objectives, Business level, Corporate level and Global Strategy Selection
Tools used: Scenario Planning, SPACE Matrix, Boston Consulting Group Matrix, GE-McKinsey Matrix, Porter’s Generic Strategies, Bowman’s Strategy Clock, Porter’s Diamond, Game Theory, QSP Matrix.
Successful situation analysis is followed by creation of long-term objectives. Long-term objectives indicate goals that could improve the company’s competitive position in the long run. They act as directions for specific strategy selection. In an organization, strategies are chosen at 3 different levels:
  • Business level strategy. This type of strategy is used when strategic business units (SBU), divisions or small and medium enterprises select strategies for only one product that is sold in only one market. The example of business level strategy is well illustrated by Royal Enfield firms. They sell their Bullet motorcycle (one product) in United Kingdom and India (different markets) but focus on different market segments and sell at very different prices (different strategies). Firms may select between Porter’s 3 generic strategies: cost leadership, differentiation and focus strategies. Alternatively strategies from Bowman’s strategy clock may be chosen (Johnson, Scholes, & Whittington, p. 224[6]).
  • Corporate level strategy. At this level, executives at top parent companies choose which products to sell, which market to enter and whether to acquire a competitor or merge with it. They select between integration, intensive, diversification and defensive strategies.
  • Global/International strategy. The main questions to answer: Which new markets to develop and how to enter them? How far to diversify? (Thompson and Martin, p. 557[2], Johnson, Scholes, & Whittington, p. 294[6])
Managers may choose between many strategic alternatives. That depends on a company’s objectives, results of situation analysis and the level for which the strategy is selected.

Strategy Implementation

Components: Annual Objectives, Policies, Resource Allocation, Change Management, Organizational chart, Linking Performance and Reward
Tools used: Policies, Motivation, Resistance management, Leadership, Stakeholder Impact Analysis, Changing organizational structure, Performance management
Even the best strategic plans must be implemented and only well executed strategies create competitive advantage for a company.
At this stage managerial skills are more important than using analysis. Communication in strategy implementation is essential as new strategies must get support all over organization for effective implementation. The example of the strategy implementation that is used here is taken from David’s book, chapter 7 on implementation[5]. It consists of the following 6 steps:
  • Setting annual objectives;
  • Revising policies to meet the objectives;
  • Allocating resources to strategically important areas;
  • Changing organizational structure to meet new strategy;
  • Managing resistance to change;
  • Introducing new reward system for performance results if needed.
The first point in strategy implementation is setting annual objectives for the company’s functional areas. These smaller objectives are specifically designed to achieve financial, marketing, operations, human resources and other functional goals. To meet these goals managers revise existing policies and introduce new ones which act as the directions for successful objectives implementation.
The other very important part of strategy implementation is changing an organizational chart. For example, a product diversification strategy may require new SBU to be incorporated into the existing organizational chart. Or market development strategy may require an additional division to be added to the company. Every new strategy changes the organizational structure and requires reallocation of resources. It also redistributes responsibilities and powers between managers. Managers may be moved from one functional area to another or asked to manage a new team. This creates resistance to change, which has to be managed in an appropriate way or it could ruin excellent strategy implementation.

Strategy Monitoring

Components: Internal and External Factors Review, Measuring Company’s Performance
Tools used: Strategy Evaluation Framework, Balanced Scorecard, Benchmarking
Implementation must be monitored to be successful. Due to constantly changing external and internal conditions managers must continuously review both environments as new strengths, weaknesses, opportunities and threats may arise. If new circumstances affect the company, managers must take corrective actions as soon as possible.
Usually, tactics rather than strategies are changed to meet the new conditions, unless firms are faced with such severe external changes as the 2007 credit crunch.
Measuring performance is another important activity in strategy monitoring. Performance has to be measurable and comparable. Managers have to compare their actual results with estimated results and see if they are successful in achieving their objectives. If objectives are not met managers should:
  • Change the reward system.
  • Introduce new or revise existing policies.
The key element in strategy monitoring is to get the relevant and timely information on changing environment and the company’s performance and if necessary take corrective actions.

Different models of the process

There is no universal model of the strategic management process. The one, which was described in this article, is just one more version of so many models that are established by other authors. In this section we will illustrate and comment on 3 more well-known frameworks presented by recognized scholars in the strategic management field. More about these models can be found in the authors’ books.
Figure 1. David’s Model of the Strategic Management’s Process
Strategic management process model taken from Fred R. David's book. The model has 3 stages and 7 steps described below. Source: David (p. 46)
Stages
  • Strategy Formulation
  • Strategy Implementation
  • Strategy Evaluation
Steps
  1. Develop vision and mission
  2. External environment analysis
  3. Internal environment analysis
  4. Establish long-term objectives
  5. Generate, evaluate and choose strategies
  6. Implement strategies
  7. Measure and evaluate performance
Benefits
  • Indicates all the major steps that have to be met during the process.
  • Illustrates that the process is a continuous activity.
  • Arrows show the two way process. This means that companies may sometimes go a step or two back in the process rather than having to complete the process and start it all over from the beginning. For example, if in the implementation stage the company finds out that the strategy it chose is not viable, it can simply go back to the strategy selection point instead of continuing to the monitoring stage and starting the process from the beginning.
Drawbacks
  • Represents only strategy formulation stage and does separate situation analysis from strategy selection stages.
  • Confuses strategy evaluation with strategy monitoring stage.
Figure 2. Rothaermel’s The Analysis-Formulation-Implementation (AFI) Strategy Framework
Strategic management process model taken from Rothaermel's book. The model has 3 stages and 5 steps described below. Source: Rothaermel (p. 20)
Stages
  • Analysis
  • Formulation
  • Implementation
Steps
  1. Initial analysis
  2. External and internal analysis
  3. Business or corporate strategy formulation
  4. Implementation
Benefits
  • Shows that the process is a continuous activity.
  • Separates initial analysis (in this articles it’s called initial assessment) from internal/external analysis.
  • Emphasizes the main focus of strategic management: “Gain and sustain competitive advantage”.
Drawbacks
  • Does not include strategy monitoring stage.
  • Arrows indicate only one way process. For example, after the strategy formulation the process continues to the implementation stage while this is not always the truth. Companies may go back and reassess their environments if some conditions had changed.
Figure 3. Thompson’s and Martin’s Strategic Management Framework
Strategic management process model introduced by Thompson and Martin. The model has 3 stages and 7 steps described below. Source: Thompson and Martin (p.36)
Stages
  • Where are we?
  • Where are we going?
  • How are we getting there?
  • How are we doing?
Steps
  1. Situation appraisal: review of corporate objectives
  2. Situation assessment
  3. Clarification of objectives
  4. Corporate and competitive strategies
  5. Strategic decisions
  6. Implementation
  7. Monitor progress
Benefits
  • Indicates all the major steps that have to be met during the process.
  • Shows that the process is a continuous activity.
  • The model is supplemented by 4 fundamental strategic management questions.
Drawbacks
  • Arrows indicate only one way process.

Limitations

It is rare that the company will be able to follow the process from the first to the last step. Producing a quality strategic plan requires time, during which many external and even internal conditions may change. This results in the flawed strategic plan which has to be revised, hence requiring even more time to finish.
On the other hand, when implementing the strategic plan, the actual results do not meet the requirements of the strategic plan so the plan has to be altered or better methods for the implementation have to be discovered. This means that some parts of strategic management process have to be done simultaneously, which makes the whole process more complex.

McKinsey 7s model(Strategic Management)?

McKinsey 7s model
is a tool that analyzes firm’s organizational design by looking at 7 key internal elements: strategy, structure, systems, shared values, style, staff and skills, in order to identify if they are effectively aligned and allow organization to achieve its objectives.
Red arrows pointing to different sides.

Understanding the tool

McKinsey 7s model was developed in 1980s by McKinsey consultants Tom Peters, Robert Waterman and Julien Philips with a help from Richard Pascale and Anthony G. Athos. Since the introduction, the model has been widely used by academics and practitioners and remains one of the most popular strategic planning tools. It sought to present an emphasis on human resources (Soft S), rather than the traditional mass production tangibles of capital, infrastructure and equipment, as a key to higher organizational performance. The goal of the model was to show how 7 elements of the company: Structure, Strategy, Skills, Staff, Style, Systems, and Shared values, can be aligned together to achieve effectiveness in a company. The key point of the model is that all the seven areas are interconnected and a change in one area requires change in the rest of a firm for it to function effectively.
Below you can find the McKinsey model, which represents the connections between seven areas and divides them into ‘Soft Ss’ and ‘Hard Ss’. The shape of the model emphasizes interconnectedness of the elements.
The image shows McKinsey 7s model, where 7 organization elements are interconnected with each other. The model can be applied to many situations and is a valuable tool when organizational design is at question. The most common uses of the framework are:
  • To facilitate organizational change.
  • To help implement new strategy.
  • To identify how each area may change in a future.
  • To facilitate the merger of organizations.

7s factors

In McKinsey model, the seven areas of organization are divided into the ‘soft’ and ‘hard’ areas. Strategy, structure and systems are hard elements that are much easier to identify and manage when compared to soft elements. On the other hand, soft areas, although harder to manage, are the foundation of the organization and are more likely to create the sustained competitive advantage.
7s factors
Hard S Soft S
Strategy Style
Structure Staff
Systems Skills

Shared Values
Strategy is a plan developed by a firm to achieve sustained competitive advantage and successfully compete in the market. What does a well-aligned strategy mean in 7s McKinsey model? In general, a sound strategy is the one that’s clearly articulated, is long-term, helps to achieve competitive advantage and is reinforced by strong vision, mission and values. But it’s hard to tell if such strategy is well-aligned with other elements when analyzed alone. So the key in 7s model is not to look at your company to find the great strategy, structure, systems and etc. but to look if its aligned with other elements. For example, short-term strategy is usually a poor choice for a company but if its aligned with other 6 elements, then it may provide strong results.
Structure represents the way business divisions and units are organized and includes the information of who is accountable to whom. In other words, structure is the organizational chart of the firm. It is also one of the most visible and easy to change elements of the framework.
Systems are the processes and procedures of the company, which reveal business’ daily activities and how decisions are made. Systems are the area of the firm that determines how business is done and it should be the main focus for managers during organizational change.
Skills are the abilities that firm’s employees perform very well. They also include capabilities and competences. During organizational change, the question often arises of what skills the company will really need to reinforce its new strategy or new structure.
Staff element is concerned with what type and how many employees an organization will need and how they will be recruited, trained, motivated and rewarded.
Style represents the way the company is managed by top-level managers, how they interact, what actions do they take and their symbolic value. In other words, it is the management style of company’s leaders.
Shared Values are at the core of McKinsey 7s model. They are the norms and standards that guide employee behavior and company actions and thus, are the foundation of every organization.
The authors of the framework emphasize that all elements must be given equal importance to achieve the best results.

Using the tool

As we pointed out earlier, the McKinsey 7s framework is often used when organizational design and effectiveness are at question. It is easy to understand the model but much harder to apply it for your organization due to a common misunderstanding of what should a well-aligned elements be like.
We provide the following steps that should help you to apply this tool:
Step 1. Identify the areas that are not effectively aligned
During the first step, your aim is to look at the 7S elements and identify if they are effectively aligned with each other. Normally, you should already be aware of how 7 elements are aligned in your company, but if you don’t you can use the checklist from WhittBlog to do that. After you’ve answered the questions outlined there you should look for the gaps, inconsistencies and weaknesses between the relationships of the elements. For example, you designed the strategy that relies on quick product introduction but the matrix structure with conflicting relationships hinders that so there’s a conflict that requires the change in strategy or structure.
Step 2. Determine the optimal organization design
With the help from top management, your second step is to find out what effective organizational design you want to achieve. By knowing the desired alignment you can set your goals and make the action plans much easier. This step is not as straightforward as identifying how seven areas are currently aligned in your organization for a few reasons. First, you need to find the best optimal alignment, which is not known to you at the moment, so it requires more than answering the questions or collecting data. Second, there are no templates or predetermined organizational designs that you could use and you’ll have to do a lot of research or benchmarking to find out how other similar organizations coped with organizational change or what organizational designs they are using.
Step 3. Decide where and what changes should be made
This is basically your action plan, which will detail the areas you want to realign and how would you like to do that. If you find that your firm’s structure and management style are not aligned with company’s values, you should decide how to reorganize the reporting relationships and which top managers should the company let go or how to influence them to change their management style so the company could work more effectively.
Step 4. Make the necessary changes
The implementation is the most important stage in any process, change or analysis and only the well-implemented changes have positive effects. Therefore, you should find the people in your company or hire consultants that are the best suited to implement the changes.
Step 5. Continuously review the 7s
The seven elements: strategy, structure, systems, skills, staff, style and values are dynamic and change constantly. A change in one element always has effects on the other elements and requires implementing new organizational design. Thus, continuous review of each area is very important.

Example

We’ll use a simplified example to show how the model should be applied to an existing organization.
Current position #1
We’ll start with a small startup, which offers services online. The company’s main strategy is to grow its share in the market. The company is new, so its structure is simple and made of a very few managers and bottom level workers, who undertake specific tasks. There are a very few formal systems, mainly because the company doesn’t need many at this time.
Alignment
So far the 7 factors are aligned properly. The company is small and there’s no need for complex matrix structure and comprehensive business systems, which are very expensive to develop.
McKinsey 7s Example (1/3)


Aligned?
Strategy Market penetration Yes
Structure Simple structure Yes
Systems Few formal systems. The systems are mainly concerned with customer support and order processing. There are no or few strategic planning, personnel management and new business generation systems. Yes
Skills Few specialized skills and the rest of jobs are undertaken by the management (the founders). Yes
Staff Few employees are needed for an organization. They are motivated by successful business growth and rewarded with business shares, of which market value is rising. Yes
Style Democratic but often chaotic management style. Yes
Shared Values The staff is adventurous, values teamwork and trusts each other. Yes
Current position #2
The startup has grown to become large business with 500+ employees and now maintains 50% market share in a domestic market. Its structure has changed and is now a well-oiled bureaucratic machine. The business expanded its staff, introduced new motivation, reward and control systems. Shared values evolved and now the company values enthusiasm and excellence. Trust and teamwork has disappeared due to so many new employees.
Alignment
The company expanded and a few problems came with it. First, the company’s strategy is no longer viable. The business has a large market share in its domestic market, so the best way for it to grow is either to start introducing new products to the market or to expand to other geographical markets. Therefore, its strategy is not aligned with the rest of company or its goals. The company should have seen this but it lacks strategic planning systems and analytical skills.
Business management style is still chaotic and it is a problem of top managers lacking management skills. The top management is mainly comprised of founders, who don’t have the appropriate skills. New skills should be introduced to the company.
McKinsey 7s Example (2/3)


Aligned?
Strategy Market penetration No
Structure Bureaucratic machine Yes
Systems Order processing and control, customer support and personnel management systems. No
Skills Skills related to service offering and business support, but few managerial and analytical skills. No
Staff Many employees and appropriate motivation and reward systems. Yes
Style Democratic but often chaotic management style. No
Shared Values Enthusiasm and excellence No
Current position #3
The company realizes that it needs to expand to other regions, so it changes its strategy from market penetration to market development. The company opens new offices in Asia, North and South Americas. Company introduced new strategic planning systems hired new management, which brought new analytical, strategic planning and most importantly managerial skills. Organization’s structure and shared values haven’t changed.
Alignment
Strategy, systems, skills and style have changed and are now properly aligned with the rest of the company. Other elements like shared values, staff and organizational structure are misaligned. First, company’s structure should have changed from well-oiled bureaucratic machine to division structure. The division structure is designed to facilitate the operations in new geographic regions. This hasn’t been done and the company will struggle to work effectively. Second, new shared values should evolve or be introduced in an organization, because many people from new cultures come to the company and they all bring their own values, often, very different than the current ones. This may hinder teamwork performance and communication between different regions. Motivation and reward systems also have to be adapted to cultural differences.
McKinsey 7s Example (3/3)


Aligned?
Strategy Market development Yes
Structure Bureaucratic machine No
Systems Order processing and control, customer support, personnel management and strategic planning systems. Yes
Skills Skills aligned with company’s operations. Yes
Staff Employees form many cultures, who expect different motivation and reward systems. No
Style Democratic style Yes
Shared Values Enthusiasm and excellence No
We’ve showed the simplified example of how the Mckinsey 7s model should be applied. It is important to understand that the seven elements are much more complex in reality and you’ll have to gather a lot of information on each of them to make any appropriate decision.
The model is simple, but it’s worth the effort to do one for your business to gather some insight and find out if your current organization is working effectively.

VISION AND MISSION STATEMENT & COMPETEIVE ADVANTAGE?

Vision
is a statement that expresses organization’s ultimate objectives.
Vision statement bubble

Understanding the tool

It is very important for any organization to have clear and attainable long-term vision; the statement that guides every chief executive, manager or employee in achieving the same organizational objective. A vision statement asks ‘What does our business want to become?’ and usually is a one sentence, inspirational, clear and memorable statement that expresses company’s desired long-term position. It motivates employees to make extra effort and usually results in higher performance. Because money rewards only partly motivates employees, it is important to use other tools such as vision statement to increase their motivation.
The statement also indicates what resources, competencies and skills will be needed to achieve the future objective. This way it guides decision-making and resource allocation more effectively.
Vision is closely related with a term ‘strategic intent’ – a desired leadership position that is currently unachievable due to the lack of resources and capabilities.

Difference between vision and mission statements

Vision and mission statements are often developed and used together for the same purpose. This confuses many people into thinking that vision and mission could be used interchangeably, when actually they can’t.
Differences between vision and mission
Vision Mission
Purpose
Tells what an organization aims to achieve. States what a company is currently doing.
Answers the question
What do we want to become? What do we do?
Includes
  • Objectives
  • Values
  • Customers
  • Products/Services
  • Markets
  • Technology
  • Concern for survival
  • Philosophy
  • Self-Concept
  • Concern for public image
  • Concern for employees
Future or present time?
Talks about the future Talks about the present
To whom it is developed?
Employees of the company Employees, customers, suppliers, distributors, partners and communities
Which one is created first?
Developed first Developed only when vision is available
How often does it change?
Rarely changes because it takes years to achieve most of the objectives Product-oriented missions change every time when a company decides to venture into a new product market.
There are clear differences between the two statements that should not be neglected.

Benefits

Not all the visions are equally good. Some of them are very generic or focus on financial objectives and as a result, poorly motivates employees. But if a company puts enough efforts in creating vision statement, it results into following benefits:
  • Motivates and inspires employees
  • Provides one purpose to work for
  • Sets the stretch goals (goals that are impossible to achieve with current resources and capabilities)
  • Guides managers in effectively allocating resources

Writing the statement

Creating a vision is an important first step in strategic management process. We identified these steps and guidelines to help you write an effective statement.
Step 1. Gather a team of managers, employees and shareholders. Vision is the statement that must be understood by employees of all levels. As many people as possible should be involved in the process because involvement leads to stronger commitment to company’s vision. After choosing the people that will be involved you should also distribute several articles to them about what is organization’s vision and ask everyone to read them as a background.
Step 2. Ask everyone to write their own version of vision. The next step is to ask everyone to write his or her own version of the statement and submit it to the responsible team. After receiving the statements, the team should try to combine draft vision out of all the submissions. This is also a great opportunity to resolve any conflicting views about firm’s ultimate objective.
Step 3. Revise the statement and present the final version. The draft statement should be distributed to the members again for their last revision. Upon receiving the feedback, the final version of the vision should be created and presented to every employee.
Don’t forget that a vision should be a one sentence clear, inspirational and memorable statement.

Vision statement examples

The best way to learn creating a vision is to look at the currently available good and bad examples.
Good visions
Chevron: To be the global energy company most admired for its people, partnership and performance.
Feeding America: A hunger-free America
Habitat for Humanity: A world where everyone has a decent place to live.
Microsoft: A computer on every desk and in every home
Save the Children: Our vision is a world in which every child attains the right to survival, protection, development and participation.
Bad visions
General Motors: To design, build and sell the world’s best vehicles. (Best in what? GM should have specified their objective)
Ikea: At Ikea our vision is to create a better everyday life for the many people. (This is impossible to achieve)
Samsung: Inspire the World, Create the Future. (The statement is too vague and doesn’t set any objectives)
Toyota: Toyota will lead the way to the future of mobility, enriching lives around the world with the safest and most responsible ways of moving people. Through our commitment to quality, constant innovation and respect for the planet, we aim to exceed expectations and be rewarded with a smile. We will meet our challenging goals by engaging the talent and passion of people, who believe there is always a better way. (It is too long and sounds more like a mission than a true vision)




Mission statement
is a description of what an organization actually does – what its business is – and why it does it.
[1]
One word 'mission'

Understanding the tool

Often called the “credo”, “philosophy”, “core values” or “our aspirations”, organization’s mission is the statement that defines its core purpose or reason for being. [2] It tells who a company is and what it does. According to P. Drucker, often called the father of modern management, a mission is the primary guidance in creating plans, strategies or making daily decisions. It is an important communication tool that conveys information about organization’s products, services, targeted customers, geographic markets, philosophies, values and plans for future growth to all of its stakeholders. In other words, every major reason why company exists must be reflected in its mission, so any employee, supplier, customer or community would understand the driving force behind organization’s operations.
There are two types of statements:[1]
Mission statement can be customer-oriented or product-oriented.
  • Customer-oriented missions. Customer-oriented missions define organization’s purpose in terms of meeting customer needs or providing solutions for them. They provide more flexibility than product-oriented missions and can be easily adapted to changing environment. For example, Nokia’s statement “connecting people” is customer-oriented. It does not focus on mobile phones or smartphones only. It provides a solution to customer needs and could easily have worked 50 years ago, and will continue to work in the future. It also gives more strategic flexibility for the company. In Nokia’s case, it may start providing VoIP software to allow calls to be made over the internet and its mission would still be valid.
  • Product-oriented missions. Product-oriented missions focus on what products or services to serve rather than what solutions to provide for customers. These statements provide less flexibility for the company because most products have short life cycle and offer limited market expansion. The company that defines its business as “providing best health insurance products” may struggle to grow to other insurance product categories.
For a mission to be effective it must include the following 9 components:[2]
  1. Customers. Who are your customers? How do you benefit them?
  2. Products or services. What are the main products or services that you offer? Their uniqueness?
  3. Markets. In which geographical markets do you operate?
  4. Technology. What is the firm’s basic technology?
  5. Concern for survival. Is the firm committed to growth and financial soundness?
  6. Philosophy. What are the basic beliefs, values and philosophies that guide an organization?
  7. Self-concept. What are the firm’s strengths, competencies or competitive advantages?
  8. Concern for public image. Is the firm socially responsible and environmentally friendly?
  9. Concern for employees. How does a company treat its employees?

Why creating a mission is important?

Many studies have been conducted to find out if having and communicating mission statement helps an organization to achieve higher performance.[3] The results were mixed. Some studies found positive relationship between written statements and higher organizational performance, while other studies found none or even negative relationship. One of the reasons might be that most of the companies create mission statement only because it’s fashionable to do so and little effort is made to actually communicate that mission to its stakeholders. David[2] argues that if an organization constantly revises its mission and treats it as a living document, it achieves higher performance than its competitors. Nonetheless, all of the authors agree that mission brings the following benefits[3][4]:
  • Informs organization’s stakeholders about its plans and goals;
  • Unifies employees’ efforts in pursuing company goals;
  • Serves as an effective public relations tool;
  • Provides basis for allocating resources;
  • Guides strategic or daily decision making;
  • Shows that a company is proactive.

Writing a mission

Creating a mission statement is an important first step in clearly identifying your business’ reason for being. It’s hard to do it right. Therefore, we identified these steps and guidelines to help you write an effective statement.
Step 1. Gather a team of managers, employees and shareholders. Mission is the statement that must be understood by employees of all levels. Involving more people will let you find out how each of them sees an organization and its core purpose. In addition, employees will support organization’s mission more if they will be involved in the process of creating it.
Step 2. Answer all 9 questions for effective mission. Many practitioners and academics agree that a comprehensive statement must include all 9 components. Only then creating a mission can benefit a company. At this stage, try to honestly answer all the questions and identify your customers, markets, values etc. It may take a lot of time but it’s worth it.
Step 3. Find the best combination. Collect the answers from everyone and try to combine one mission statement out of them. During this step, you can make sure that everyone understands company’s reason for being and there are no conflicting views left.
Following guidelines (all taken from various studies) should also be helpful in writing an effective mission statement:
  • ‘Public image’, ‘concern for employees’, ‘philosophy’ and ‘customers’ are the most important components of a mission;
  • ‘Citizenship’, ‘teamwork’, ‘excellence’ and ‘integrity’ are the values used most often by the companies with effective missions;
  • Influential statements include words such as: ‘communities’, ‘customers’, ‘employees’, ‘ethics’, ‘global’ and ‘quality/value’;[4]
  • Statement should be customer-oriented;
  • Use less than 250 words;
  • Be inspiring and enduring.
NOTE! Every mission must be communicated to organization’s stakeholders to have any positive impact.
It must be constantly revised and adjusted to meet any changing situation.

Mission statement examples

The best way to learn creating an influential mission is to look at the existing examples. In the following table, we provide 3 mission statement examples and examine them using the previous guidelines.
FedEx mission
"FedEx Corporation will produce superior financial returns for its shareowners(5) by providing high value-added(7) logistics, transportation and related information services(2) through focused operating companies. Customer(1) requirements will be met in the highest quality manner appropriate to each market segment served(3). FedEx Corporation will strive to develop mutually rewarding relationships with its employees(9), partners and suppliers. Safety will be the first consideration in all operations(9). Corporate activities will be conducted to the highest ethical and professional standards.(6)"
FedEx mission lacks the answers about technologies (4) and social responsibilities (8), which is one of the key characteristics that have to be in successful statement. It also lacks all the values pointed out in the guidelines that are used by successful companies in their statements. It is also product-oriented.
Intel mission
"Delight our customers(1), employees(9), and shareholders(5) by relentlessly delivering the platform and technology(2,4) advancements that become essential to the way we work and live."
Intel’s mission is poor because it lacks 4 components: markets(3), philosophy(6), self-concept(7) and public image(8). It is customer-oriented but does not use any of the top 4 values and is too short.
Toyota mission
Toyota will lead the way to the future of mobility, enriching lives around the world(3) with the safest and most responsible(6) ways of moving people(1). Through our commitment to quality, constant innovation(4,7) and respect for the planet(8), we aim to exceed expectations and be rewarded with a smile. We will meet challenging goals (5) by engaging the talent and passion of people(9), who believe there is always a better way.(6)
Toyota has only missed to mention its products. Their mission is customer-oriented, inspiring and enduring but it doesn’t clearly mention its customers or social responsibilities.

Competitive advantage
means superior performance relative to other competitors in the same industry or superior performance relative to the industry average.
[1]
A sign saying 'competitive advantage'.

What is competitive advantage?

There is no one answer about what is competitive advantage or one way to measure it, and for the right reason. Nearly everything can be considered as competitive edge, e.g. higher profit margin, greater return on assets, valuable resource such as brand reputation or unique competence in producing jet engines. Every company must have at least one advantage to successfully compete in the market. If a company can’t identify one or just doesn’t possess it, competitors soon outperform it and force the business to leave the market.
There are many ways to achieve the advantage but only two basic types of it: cost or differentiation advantage. A company that is able to achieve superiority in cost or differentiation is able to offer consumers the products at lower costs or with higher degree of differentiation and most importantly, is able to compete with its rivals.
An organization that is capable of outperforming its competitors over a long period of time has sustainable competitive advantage.
The following diagram illustrates the basic competitive advantage model, which is explained below in the article:
Competitive advantage model explains that a firm can achieve competitive advantage through external changes or by developing it inside.

How a company can achieve it?

An organization can achieve an edge over its competitors in the following two ways:
  • Through external changes. When PEST factors change, many opportunities can appear that, if seized upon, could provide many benefits for an organization. A company can also gain an upper hand over its competitors when its capable to respond to external changes faster than other organizations.
  • By developing them inside the company. A firm can achieve cost or differentiation advantage when it develops VRIO resources, unique competences or through innovative processes and products.

External Changes

Changes in PEST factors. PEST stands for political, economic, socio-cultural and technological factors that affect firm’s external environment. When these factors change many opportunities arise that can be exploited by an organization to achieve superiority over its rivals. For example, new superior machinery, which is manufactured and sold only in South Korea, would result in lower production costs for Korean companies and they would gain cost advantage against competitors in a global environment. Changes in consumer demand, such as trend for eating more healthy food, can be used to gain at least temporary differentiation advantage if a company would opt to sell mainly healthy food products while competitors wouldn’t. For example, Subway and KFC.
If opportunities appear due to changes in external environment why not all companies are able to profit from that? It’s simple, companies have different resources, competences and capabilities and are differently affected by industry or macro environment changes.
Company’s ability to respond fast to changes. The advantage can also be gained when a company is the first one to exploit the external change. Otherwise, if a company is slow to respond to changes it may never benefit from the arising opportunities.

Internal Environment

VRIO resources. A company that possesses VRIO (valuable, rare, hard to imitate and organized) resources has an edge over its competitors due to superiority of such resources. If one company has gained VRIO resource, no other company can acquire it (at least temporarily). The following resources have VRIO attributes:
  • Intellectual property (patents, copyrights, trademarks)
  • Brand equity
  • Culture
  • Know-how
  • Reputation
Unique competences. Competence is an ability to perform tasks successfully and is a cluster of related skills, knowledge, capabilities and processes. A company that has developed a competence in producing miniaturized electronics would get at least temporary advantage as other companies would find it very hard to replicate the processes, skills, knowledge and capabilities needed for that competence.
Innovative capabilities. Most often, a company gains superiority through innovation. Innovative products, processes or new business models provide strong competitive edge due to the first mover advantage. For example, Apple’s introduction of tablets or its business model combining mp3 device and iTunes online music store.

Two basic types

M. Porter has identified 2 basic types of competitive advantage: cost and differentiation advantage.
There are two types of competitive advantage: cost advantage and differentiation advantage. Cost advantage. Porter argued that a company could achieve superior performance by producing similar quality products or services but at lower costs. In this case, company sells products at the same price as competitors but reaps higher profit margins because of lower production costs. The company that tries to achieve cost advantage is pursuing cost leadership strategy. Higher profit margins lead to further price reductions, more investments in process innovation and ultimately greater value for customers.
Differentiation advantage. Differentiation advantage is achieved by offering unique products and services and charging premium price for that. Differentiation strategy is used in this situation and company positions itself more on branding, advertising, design, quality and new product development rather than efficiency, outsourcing or process innovation. Customers are willing to pay higher price only for unique features and the best quality.
The cost leadership and differentiation strategies are not the only strategies used to gain competitive advantage. Innovation strategy is used to develop new or better products, processes or business models that grant competitive edge over competitors.

The Competitive Profile Matrix (CPM)(Strategic Mangement)?

The Competitive Profile Matrix (CPM)
is a tool that compares the firm and its rivals and reveals their relative strengths and weaknesses.
A question 'Do you know what your competitors are doing?' on a sheet of paper.

Understanding the tool

In order to better understand the external environment and the competition in a particular industry, firms often use CPM. The matrix identifies a firm’s key competitors and compares them using industry’s critical success factors. The analysis also reveals company’s relative strengths and weaknesses against its competitors, so a company would know, which areas it should improve and, which areas to protect. An example of a matrix is demonstrated below.
CPM Table

Company A Company B Company C
Critical Success Factor Weight Rating Score Rating Score Rating Score
Brand reputation 0.13 2 0.26 3 0.39 1 0.13
Level of product integration 0.08 4 0.32 3 0.24 1 0.08
Range of products 0.05 3 0.15 1 0.05 2 0.10
Successful new introductions 0.04 3 0.12 3 0.12 3 0.12
Market Share 0.14 2 0.28 4 0.56 4 0.56
Sales per employee 0.08 1 0.08 2 0.16 3 0.24
Low cost structure 0.05 1 0.05 3 0.15 4 0.20
Variety of distribution channels 0.07 4 0.28 2 0.14 2 0.14
Customer retention 0.02 2 0.04 4 0.08 1 0.02
Superior IT capabilities 0.11 3 0.33 4 0.44 4 0.44
Strong online presence 0.15 3 0.45 3 0.45 4 0.60
Successful promotions 0.08 1 0.08 2 0.16 1 0.08
Total 1.00 - 2.44 - 2.94 - 2.71
Critical Success Factors
Critical success factors (CSF) are the key areas, which must be performed at the highest possible level of excellence if organizations want succeed in the particular industry. They vary between different industries or even strategic groups and include both internal and external factors. In our example, we have included 11 CSF, which is usually not enough. The more critical success factors are included the more robust and accurate the analysis is. The following list provides some of the general CSF, but the list is not definite and you should include industry specific factors in your matrix:
Market Share Union relations Power over suppliers
Product Quality Skilled workforce Access to key suppliers
Clear strategic direction Location of facilities Efficient supply chain
Customer service Production capacity Supply chain integration
Customer loyalty Added product features On time delivery
Brand reputation Price competitiveness Strong online presence
Customer satisfaction Low cost structure Effective social media
management
Financial position Variety of products Experience and skills
in e-commerce
Cash reserves Complementary products Management qualification
and experience
Profit margin Level of product integration Innovation in products and
services
Inventory turnover Successful product promotions Innovative culture
Employee retention Superior marketing capabilities Efficient production
Income per employee Superior advertising capabilities Lean production system
Innovations per employee Superior IT capabilities Strong supplier network
Cost per employee Size of advertising budget Strong distribution network
R&D spending Effectiveness of sales distribution Product design
Strong patent portfolio Employee satisfaction Level of vertical integration
New patents per year Effective planning and budgeting Effective corporate social
responsibility programs
Revenue per new product Variety of distribution channels Sales per outlet
Successful new introductions Power over distributors Parent company support
Weight
Each critical success factor should be assigned a weight ranging from 0.0 (low importance) to 1.0 (high importance). The number indicates how important the factor is in succeeding in the industry. If there were no weights assigned, all factors would be equally important, which is an impossible scenario in the real world. The sum of all the weights must equal 1.0. Separate factors should not be given too much emphasis (assigning a weight of 0.3 or more) because the success in an industry is rarely determined by one or few factors. In our first example, the most significant factors are ‘strong online presence’ (0.15), ‘market share’ (0.14), ‘brand reputation’ (0.13).
Rating
The ratings in CPM refer to how well companies are doing in each area. They range from 4 to 1, where 4 means a major strength, 3 – minor strength, 2 – minor weakness and 1 – major weakness. Ratings, as well as weights, are assigned subjectively to each company, but the process can be done easier through benchmarking. Benchmarking reveals how well companies are doing compared to each other or industry’s average. Just remember that firms can be assigned equal ratings for the same factor. For example, if Company A, Company B and Company C, have the market share of 25%, 27% & 28% accordingly, they would all receive the rating of 4 rather than receiving ratings 2, 3 & 4.
Score & Total Score
The score is the result of weight multiplied by rating. Each company receives a score on each factor. Total score is simply the sum of all individual score for the company. The firm that receives the highest total score is relatively stronger than its competitors. In our example, the strongest performer in the market should be Company B (2.94 points).
Benefits of the CPM:
  • The same factors are used to compare the firms. This makes the comparison more accurate.
  • The analysis displays the information on a matrix, which makes it easy to compare the companies visually.
  • The results of the matrix facilitate decision-making. Companies can easily decide which areas they should strengthen, protect or what strategies they should pursue.

Using the tool

Step 1. Identify the critical success factors
To make it easier, use our list of CSF and include as many factors as possible. In addition, following questions should be helpful identifying industry’s CSF:
  • Why consumers prefer Company A over Company B or vice versa?
  • What resources, capabilities and competences firms possess?
  • What sustainable competitive advantages companies have in the industry?
  • Why some companies succeed and others fail in the industry?
Step 2. Assign the weights and ratings
The best way to identify what weights should be assigned to each factor is to compare the best and worst performing companies in the industry. Well performing companies will usually undertake activities that are significant for success in the industry. They will put most of their resources and energy into those activities as compared to low performing organizations. Weights can also be determined in discussion with other top-level managers.
Ratings should be assigned using benchmarking or during team discussions.
Step 3. Compare the scores and take action
You should compare the scores on each factor to identify where company’s relative strengths and weaknesses are. In our first example, Company A had relative strength in ‘level of product integration’, ‘product range’ and ‘variety of distribution channels’. Therefore, Company A should protect these areas while trying to improve its weaknesses in ‘sales per employee’ and ‘market share’.
The company should also improve its strategy to become more successful in the industry.

Example

This is competitive profile matrix example of smartphones operating systems. The main competitors: Google’s Android OS, Apple’s iOS and Microsoft’s Windows Phone operating systems will be compared to each other to find out their relative strengths and weaknesses.
CPM Example

Android OS iOS Windows Phone
Critical Success Factor Weight Rating Score Rating Score Rating Score
Market share 0.13 4 0.52 2 0.26 2 0.26
Number of apps in store 0.10 4 0.40 4 0.40 2 0.20
Frequency of updates 0.06 3 0.18 4 0.24 2 0.12
Design 0.07 3 0.21 3 0.21 3 0.21
Product brand reputation 0.05 3 0.15 3 0.15 2 0.10
Distribution channels 0.11 4 0.44 2 0.22 3 0.33
Usability 0.11 3 0.33 3 0.33 3 0.33
Customization features 0.04 4 0.16 2 0.08 2 0.08
Marketing capabilities 0.04 2 0.08 4 0.16 2 0.08
Company brand reputation 0.10 4 0.40 4 0.40 3 0.30
Openness 0.02 4 0.08 2 0.04 2 0.04
Cloud integration 0.12 4 0.48 2 0.24 2 0.24
Rate of OS crashes 0.08 1 0.08 4 0.32 3 0.24
Total 1.00 - 3.51 - 3.05 - 2.53
The CPM analysis reveals that Android is the strongest player in the industry with relative strengths in market share, distribution channels, customization features, openness and cloud integration. On the other hand, iOS prevails in frequency updates, marketing capabilities and the rate of OS crashes. Windows Phone is the weakest of them all and doesn’t have any relative strengths against its rivals. The companies should create their strategies according to their strengths and weakness and improve their ratings in the most significant industry’s areas.