Business Policy and Strategy GGSIPU BBA 5th Semester

Syllabus

Course Code: BBA 303

Business Policy and Strategy

Unit I

Introduction: Nature, Scope and Importance of Business Policy; Evolution; Forecasting, Long- Range Planning, Strategic Planning and Strategic Management.

Strategic Management Process: Formulation Phase Vision, Mission, Objectives and Strategy; Implementation phase-Strategic Activities, Evaluation and Control.       

(10 Hours)

Unit II

Environmental Analysis: Need, Characteristics and Categorisation of Environmental Factors; Approaches to the Environmental Scanning Process - Structural Analysis of Competitive Environment; ETOP a Diagnosis Tool.

Analysis of Internal Resources: Strengths and Weakness; Resource Audit; Strategic Advantage Analysis; Value-Chain Approach to Internal Analysis; Methods of Analysis and Diagnosing Corporate Capabilities Functional Area Profile and Resource Deployment Matrix, Strategic Advantage Profile; SWOT analysis. Mckinsey’s 7s Framework.   (12 Hours)

Unit III

Formulation of Corporate Strategies: Approaches to Strategy Formation; Major Strategy Options – Stability, Growth and Expansion: Concentration, Integration, Diversification, Internationalisation, Cooperation and Digitalisation, Retrenchment, Combination Strategies.                                                                    (10 Hours)

Unit IV

Choice of Business Strategies: BCG Model; Stop-Light Strategy Model; Directional Policy Matrix (DPM) Model, Product/Market Evolution Matrix and Profit Impact of Market Strategy (PIMS) Model.

Major Issues Involved in the Implementation of Strategy: Organisational Cultural and Behavioural factors, Organisation Structure; Role of Leadership.

                                                                                                      (10 Hours)