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Cbl Case 1 Mem Strategic Management

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CBL MEM3SMA

Casper Swarte

03-02-2016

Marc t’Hart

Problem Statement: How to set a strategic plan for Brown Beg films?

Learning Goals

  1. What’s strategic management and what does it entail? (planning)

Strategic management is the management in view of the future. It is a controlling tool for the organization´s destiny.

According to Rycke (2002) it consists of the following components:

  • a customized strategic analysis
  • An appropriate strategy choice
  • appropriate implementation of the chosen strategy
  • a continuous or periodic evaluation of the strategy

According to Dikkeboom (2016) is a strategy a method to solve a problem. It is a plan to achieve your goals.

According Hill & Jones (2012) Strategic planning has four main purposes:

  • To find, attract and keep customers
  • To ensure that the company is meeting the needs and wants of its customers.
  • To sustain a competitive position
  • To utilize the company’s strengths and take full advantage of its competitors weaknesses.

Planning is a partnof the management

(Rycke, 2002) (Dikkeboom, 2016) & (Hill & Jones, 2012)


  1. What are the steps in Strategic Management (process)?

Volgens Olson (2010) een strategisch plan bestaat uit 3 vragen.

  1. Where are we now?
  2. Where are we going?
  3. How will we get there?

The first question can you answer with:

Mission statement: The mission describes your organization’s purpose — the purpose for which you were founded and why you exist. Some mission statements include the business of the organization. Others explain what products or services they produce or customers they serve. Does your mission statement say what you do? Why does your organization exist?

Values and/or guiding principles: This clarifies what you stand for and believe in. Values guide the organization in its daily business. What are the core values and beliefs of your company? What values and beliefs guide your daily interactions? What are you and your people really committed to?

SWOT: SWOT is an acronym that stand for strengths, weaknesses, opportunities, and threats. These elements are crucial in assessing your strategic position with your organization. You want to build on your company’s strengths; shore up the weaknesses; capitalize on the opportunities; and recognize the threats.

The second question can be answered with the next tools.

  • Sustainable competitive advantage: This explains what you are best at compared to your competitors.
  • Vision statement: A vision is formulating a picture of what your organization’s future makeup will be and where the organization is headed. What will your organization look like in 5 to 10 years from now?

And the last question with the last 6 tools.

  • Strategic objectives: Strategic objectives are long-term, continuous strategic areas that help you connect your mission to your vision... What are the key activities that you need to perform in order to achieve your vision?
  • Strategy: Strategy establishes a way to match your organization’s strengths with market opportunities so that your organization comes to mind when your customer has a need.
  • Short-term goals/priorities/initiatives: Effective goals clearly state what you want to accomplish, when you want to accomplish it, how you’re going to do it, and who’s going to be responsible.
  • Action items: Action items are plans that set specific actions that lead to implementing your goals. They include start and end dates and appointing a person responsible.
  • Scorecard: A scorecard measures and manages your strategic plan.
  • Execution: In executing the plan, identify issues that surround who manages and monitors the plan and how the plan is communicated and supported

According to Rustenburg, Gouw & Geus (2015) a strategic plan consist of a strategical analyse and an operational plan.

The strategical analyse consist a:

  1. Internal analyse
  2. External analyse
  3. SWOT analyse
  4. Determining strategy

The operational plan consist a:

  1. Strategic Choices
  2. Objectives
  3. Planning

(Olson, 2010) & (Rustenburg, Gouw, & Geus, 2015)

  1. What are the current trends & developments in the TV production and commercial industry?

According to Kevin Spacey (2013) the TV production industry must learn from the mistakes of the music industry. We no longer live in a world where people look periodically things. The conversation takes place online. Studios and television networks that ignore this shift will be left behind

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