Strategy formulation refers to the process of choosing the most appropriate course of action for the realization of organizational goals and objectives and thereby achieving the organizational vision. The process of strategy formulation basically involves six main steps. Though these steps do not follow a rigid chronological order, however, they are very rational and can be easily followed in this order.
(1) Setting Organizations’ objectives – The key component of any strategy statement is to set the long-term objectives of the organization. It is known that strategy is generally a medium for the realization of organizational objectives. Objectives stress the state of being there whereas Strategy stresses upon the process of reaching there. The strategy includes both the fixation of objectives as well as the medium to be used to realize those objectives. Thus, the strategy is a wider term which believes in the manner of deployment of resources so as to achieve the objectives.
While fixing the organizational objectives, it is essential that the factors which influence the selection of objectives must be analyzed before the selection of objectives. Once the objectives and the factors influencing- strategic decisions have been determined, it is easy to take strategic decisions.
(2) Evaluating the Organizational Environment – The next step is to evaluate the general, economic and industrial environment in which the organization operates. This includes a review of the organization’s competitive position. It is essential to conduct a qualitative and quantitative review of an organizations existing product line. The purpose of such a review is to make sure that the factors important for competitive success in the market can be discovered so that the management can identify their own strengths and weaknesses as well as their competitors’ strengths and weaknesses.
After identifying its strengths and weaknesses, an organization must keep a track of competitors’ moves and actions so as to discover probable opportunities of threats to its market or supply sources.
(3) Setting Quantitative Targets – In this step, an organization must practically fix the quantitative target values for some of the organizational objectives. The idea behind this is to compare with long-term customers, so as to evaluate the contribution That might be made by various product zones or operating departments.
(4) Aiming in context with the divisional plans – In this step, the contributions made by each department or division or product category within the organization is identified and accordingly strategic planning is done for each sub-unit. This requires a careful analysis, of macroeconomic trends.
(5) Performance Analysis – Performance analysis includes discovering and analyzing the gap between the planned or desired performance. A critical evaluation of the ‘past performance, present condition, and the desired future conditions must be done by the organization. This critical evaluation identifies the degree of the gap that persists between the actual reality and the long-term aspirations of the organization. An attempt is made by the organization to estimate its probable future condition if the current trends persist.
(7) Choice of Strategy – This is the ultimate step in Strategy Formulation. The best course of action is actually chosen after considering organizational goals, organizational strengths, potential, and limitations as well as the’ external opportunities.