Organisational strategy

Kay (1996) defined strategy as the match between the organisation's external relationship and its internal capability. For some extent, it focuses on the decision of the resources so that an organisation can cultivate their performance.  To achieve long run goals and objectives, allocation of resources is extremely important for the long term direction.
There are lots of elements : people, decide, organise ,Major , resources , enhance performance ,enterprise.

Two major perspectives on the strategy process are very common - Planning and Learning.
The majority of companies would like to use these strategy on their business. The first one - Planning- is the most common one which is used in many firms. Planning is easier than other strategy because a company only need to identify the organisation's current mission.
and then,  By utilizing the analytical tools ,  an enterprise predict the external environment and evaluate the internal features. This method is mainly for the stable environment and the future can be easily be predicted. After the goals and the external and internal issues, an organisation  formulate and implement the strategies. So, in this perspective , it is the most
common and simple one for many companies.

For example, the company called TVB (Television Broadcasts Limited, Hong Kong) has a great planning about the future. Since the changing society and the limited market on the local, the company has a plan to adapt  the changes. Nowadays ,people intent to watch a soap operas and TV programmes on the mobile phone or the internet rather than television.
Thus, TVB will like to set up a internet television to deal with the trend. Also, because of the limited market, the company develop their business around the world such as China , Taiwan , Malaysia and so on.



Besides, the newest one is the learning strategy which is an emergent or adaptive process.
Because of the changing situation, a intended strategy may not fulfill the real world. Therefore, after the operation , an unrealised strategy will be cancelled and a realised strategy will be applied when having a deliberating. The learning process is contingency or situational structure ,the business have a change according to the environment.

Besides, when developing a strategy, the company has more assumptions and broad scenario planning. The meeting will also become more informal than before.  The running process become more flexible. In the modern time , SWOT analysis has a great concern which including Strengths , weaknesses , opportunities and threats.




Also, I learned about the corporate level and business level. For example ,with business units of cost leadership, the travel company (Ctrip) is the famous brand in China. They provide a lower cost about the hotel , ticket . . . for traveler. In fact, They has a lower cost and Broad target which let them can be Asia's 200 Best Under A Billion.  The company Ctrip include distinct services and markets compared with other. Traveler could buy a cheaper ticket on the internet easily. It also a innovation of the travel method. It provides a more convenient way to travel.A company should keep in touch with the environment and develop their own specific strategy.