Mercado

ALAGAPP UNIVERSITY

KARAIKUDI– 630 003 TAMILNADU

DIRECTORATE OF DISTANCE EDUCATION

M.B.A.
(III Year)

Paper – 3.6

Strategic Management

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Paper – 3.6 : Strategic Management

Unit 1

The business system – objectives of the business – setting up and balancing the objectives – mission – vision – goals

Strategic analysis of functional areas – Production – marketing – human resources – finance – analyzing corporate capabilities – SWOT

Unit 2

Corporate strategy – nature and scope – process of strategic planning – formulation of strategy – project life cycle – portfolio analysis : BCG matrix – GE matrix – Stop High Strategy – Directional policy matrix.

Strategic management – Strategic decision making – business level sub strategies

Unit 3

Generic strategic alternatives – stability strategy – growth strategy – retrenchment strategy – combination strategy and turnaround strategy

Strategic alternatives – horizontal, vertical diversification – active and passive alternatives

Unit 4

External growth strategy – Merger, Acquisition – amalgamation – joint venture – Problems

Organisational structure and corporate development – line and staff functions – Evolution of organization structure – management of change

Unit 5

Implementation of strategy – elements of strategy – leadership and organizational climate – Planning and control of implementation

Unit 6

ERP’s features and applications – Packages – BaaN, MARSHALL SAP – functional features and implementation difficulties

Reference :

1. Micheal porter, “Corporate strategy, Competitive advantage”. 2. Peter Drucker, “Management tasks, responsibilities and practices”. 3. Bhatacharya, “Achieving managerial excellence”, McMillan Indian Ltd., 4. Jauch and Glueck, “Business Policy and strategic management”, McGRaw Hill 1983 5. Azhar Kazmi “Business Policy