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Question 1 process perspective of strategic management process
“The aim of strategic management is to ensure that an organisation achieves a
competitive advantage and sustains its competitive advantage over competitors.”
Apply the process perspective of strategic management process to the Michelin
company, focusing on the ‘History of the Michelin Guide’. In your answer, you need to
explain each stage in the process perspective of strategic management and apply it
to Michelin and the development of the Michelin Guide as an effort of the company to
sustain its competitive advantage. (21 marks, of which 7 marks will be awarded to
each of the stages correctly explained and applied to the case)
1 Strategic Planning
According to Venter and Botha (2022) strategic planning is a conceptual process that
involves environmental analysis and the development of strategies. The strategic
planning stage is the starting point of the strategic management process. The process
perspective to strategic management is often also referred to as the traditional
perspective. Traditionally, it was accepted that the roles between the different levels
of management were clearly defined and that the top managers were the key
strategists in the organisation, while the middle and lower level of managers were
primarily involved in implementing the strategics developed by the top management
team. Strategic planning, according to the process perspective, is the stage in which
the top management team (the strategists) decide on the strategic direction of the
organisation as a whole. Typically, this stage mainly involves senior management who
conduct various analyses of the organisation itself, as well as of the environment in
which it operates. Part of this phase is the setting of strategic direction, in other words
deciding on the future of the organisation and setting the overarching goals of the
organisation.
Case application
When the Michelin brothers founded the company in 1888, they introduced France to
a few cars and how they could boost the automotive industry. Environmental studies
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