Strategic Implementation & Control

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Introduction

Diamlerchrysler had a strong product portfolio with strong brand names such as Mercedes , Mayach , Smart , Dodge , Chrysler , and Jeep . This portfolio had been broadened even more with models of DaimlerChrysler 's strategic partners , Mitsubishi and Hyundai . But , DaimlerChrysler presented only two models at the Frankfurt International Motor show in September 2003 ,a show known to be a venue for introducing new automobiles . Some industry observers speculated that DaimlerChrysler was losing the ability to innovate more new vehicles or to extend its line

of existing vehicles . Also , there were signs of reported quality problems , especially problems with electronics and communication devices in Mercedes brand vehicles , which was diminishing the high image for quality of these vehicles

The Chrysler and the Mitsubishi units had difficulties with repositioning their vehicles to other customer segments in the market For instance , they were not strong with redesigning their vehicles to focus on upper-income level customers . For this reason , DaimlerChrysler management took some actions to improve company 's position in the market in the future . For example , Chrysler group would debut several new products to hit showrooms in 2004 , including a Chrysler Crossfire roadster , a larger jeep Wrangler , and a redesigned jeep Grand Cherokee They also invented the Chrysler pacifica , which would create a new market segment . The new pacifica combined the spaciousness of minivan with the versatility of a sports-utility vehicle and the comfort of a sedan

Strategic management is the way of finding gaps in the current performance of the organisation and to design , formulate and implement new steps in to fill these gaps and to align the organisational functions with the pre settled objectives . It is the method of aligning all the activities being undertaken in the organisation such as management , marketing , research and development and Computer information system in a prescribed way to achieve the goals of the organisation

There are many stages involved in the process of the strategic management . These steps are divided in to three broad categories

Strategy formulation

Strategy implementation

Strategy evaluation

The first step namely the strategy formulation involves the development of the business mission , evaluation of the opportunities and threats faced by the business organisation in the business , by using tools such as SWOT analysis , examining the strengths and weaknesses of the business , determining the long term objectives of the business and designing the new strategies to eke in the process of achieving the new targets . It also include the processes to determine the investment direction , the business markets to be addressed , extension of the operations of the business , limitations faced by the business in to undertake the business activities . Strategy formulation also helps the business in deciding about the matters to be addressed on priority basis . There is not any organisation in the world which has unlimited resources . Therefore the business organisations need to evaluate which projects are important and need investment . The future of a business organisation is very much effected by the strategic decision...