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Entterpriises:: An Assessmentt iin Phiilliippiine

مطالعات کمی در مدیریت

دوره 3، شماره 8، خرداد 1391، صفحه 97-116   

نوع مقاله: مقاله پژوهشی

نویسنده

دکتر علیرضا حبیبی^*

Departement of Graduteschool, Qaemshahr Branch Islamic Azad University, Qaemshahr. Iran,alireza-habibi
@yahoo.com

چکیده

Introduction
Many of today’s major corporations got started by coming out with right
time in a rapidly growing market. Many of their past decisions were made
without benefit of formal strategic thinking and planning. Management is
recognizing that intuition alone is no longer enough for succeeding in
today’s environment. The company should have a definite and specific
purpose or mission. However, having a purpose is not enough.(Ames,
)
The purpose should also provide the employees with a shared sense of
opportunity, direction, significance and achievement. Kotler (
) stressed
that the statement of purpose should be specific as to the domain in which
the organization will operate. The business domain may be classified as
product class, technological field, customer group, market need, or a
combination of the same. Thus, companies have traditionally defined their
business domain in product terms as” we are a chemical processing
company.” after the mission or purpose has been identified and established,
they must be in turn translated into a set of specific objectives and goals that
will support the realization of the purpose. The objectives indicate specific
spheres of aim, activity and accomplishment. When the purpose and
objectives have been clarified, the company be then knows where it wants to
go. The question is how best to get there. The company needs a “grand
design” for achieving its objectives. That is called strategy. Strategy involves
the choice of major directions for pursuing objectives and the allocation of
supporting resources. Kotler (
) pointed out that “strategy is the
company’s concept of how to win the war. It would not be confused with
tactics which are derived activities designed to win bottles.”In order to be
excellent and successful, a company needs growth strategy. It needs to select
from a whole set of possible investment directions those that are mostly
likely to produce the desired growth. Marketing strategy, according to

کلیدواژه‌ها

excellent and successful؛ a company needs growth strategy. It needs to select from a whole set of possible investment directions those that are mostly likely to produce the desired growth