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1.4 - Coggle Diagram

- - - - The purpose of strategy:
        To create competitive advantage that is difficult to imitate
      - Strategy is constrained by the external environment, internal resources and capabilities, the sense of purpose and values
      - Collins and Porras, 1994, p.56
        "The real reason why companies exist is that they provide something which is unique"
  - - - Examining external and internal environments using SWOT analysis
        
        SWOT: Strengths, Weaknesses, Opportunities and Threats
    - - Design School
        
        Match strengths and weaknesses to external environment
        
        Rationalist deliberate approach by design and planning
      - Learning School
        
        Emergent strategy
    - - It must be properly communicated, understood and coordinated with eternal and external stakeholders
  - - - General Environment
        (Macro-environment)
        
        Political factors
        
        Legal aspects
        
        Social trends
        
        Impact at industry level
      - Competitive environment
        
        Arena where firm competes
        
        Everyone who has a more direct impact on organisations
    - - machinery
      - tech-know-how
      - staff tacit knowledge
      - values, org structure and culture
      - processes
    - - Customers
      - Suppliers
      - Shareholders
        
        Owners are considered key stakeholders in strategy decisions
- - - - Strategy as a plan is Intended
      - Strategy as a pattern is Realised