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STRATEGIC
MANAGEMENT

Table of Contents
INTRODUCTION.........................................................................................................................3
TASK..............................................................................................................................................3
Critical assessment of process used by organization to determine their strategy........................3
Evaluation of critical model and tool used by organization to determine their strategy.............4
Implementation of tools to organization......................................................................................5
Critically appraise the importance of change management based on the complexity of the
transformation process, its costs, risks and sustainability.........................................................10
CONCLUSION............................................................................................................................11
REFERENCES............................................................................................................................12

INTRODUCTION
Strategic management is the process of setting objectives, procedures and goals in order
to enhance the efficiency and competitiveness of a business. In other words, strategic
management is ongoing planning, monitoring, analysis and assessment of all necessities an
organization need to achieve their targets and goals. Strategy evaluation is the approach of
understanding the efficiency of strategic plan in order to achieve the organizational objectives
(Albert and Grzeda, 2015). The process of strategy evaluation defines the effectiveness and
assure the strategic choices which have been taken for the achievement of organizational
objectives. Google is an international technology company which offers internet related services
and products. The company was founded by Larry Page and Sergey Brin on 4 September, 1998.
The parent company of Google is Alphabet Inc. and various subsidiary companies involves
YouTube, Fitbit, Firebase and many others. The services which are offered by Google are online
advertising, search engine services, cloud computing, software and hardware’s. This project will
define the purpose of vision, mission and objectives in defining strategic decision of the
organization. The study will be based on different tools and techniques, such as VRIO
framework, PESTEL analysis and Porter Five Forces which has been used by organization in
order to understand various factors.
TASK
Critical assessment of process used by organization to determine their strategy
Value of clear Purpose, Vision, Mission and objectives in setting strategic direction for
business with examples
 Purpose- The purpose of an organization defines its reason for existence. Companies that
are purpose-driven are focused on achieving objectives other than profit and shareholder
value (Alyoubi, 2015). The value of purpose for an organization is to create long term
business strategy which will be helpful in gaining competitive advantage, drives
innovation in business, increases brand trust and loyalty and supports business in creating
strong competitive position in the industry.
 Vision- A vision statement reflects a company's long-term aims and objectives in a clear
and precise manner. By offering a picture of the company's future direction, a vision

statement is meant to motivate and encourage personnel. The value of vision is to create
plans, define strategies and objectives, form innovative and planned decisions, coordinate
and evaluate work through which organization can meet their desired targets.
 Mission- The mission of a company can also be described as the reason for its existence.
The aim of a mission-driven company acts as a guideline for accomplishing its goals.
Their goal is to help stakeholders in a constructive view (Barbosa, Castañeda-Ayarza and
Ferreira, 2020). The mission statement offers clear direction which will be helpful in
forming appropriate decisions and offers a focal point for goal setting and planning
strategies and processes for business.
 Objectives- Objectives are important because they support visions to be transformed into
measurable targets. Employees know exactly what they're supposed to do and when
they're supposed to do it. The value of objective can be reflected through establishing
standards for evaluating performance, for motivating employees, for developing layout
and structure of project plan and for planning budgets and procedures which must be
followed on accordance to accomplish desired objectives.
For example, the vision of Google is to provide important service to the world instantly
by delivering relevant information on virtually any topic. The mission of Google is to
organize world’s information by which the company can make that information accessible to
users all around the globe.
Evaluation of critical model and tool used by organization to determine their strategy
VRIO Analysis
VRIO analysis was developed by Jay B. Barney in his work ‘Firm Resources and
Sustained Competitive Advantage’. which supports in evaluating the resources used by an
organization. The VRIO framework is based on four factors which helps in evaluating the
competitiveness of the company which can be maintained with the help of the resources and
capabilities (Berisha Qehaja, Kutllovci and Shiroka Pula, 2017). The framework judges the
resources on the basis of factors such as value, rarity, inimitability and organization. With the
help of VRIO analysis, the company can focus on organizational resources and gain better
knowledge of competitiveness of business. This approach is also helpful in evaluating resource
of the organization and understand the internal business environment.