BMP6002 Strategic Management: A Comparison of Strategy Approaches

This essay critically compares and contrasts prescriptive and emergent approaches to strategic management, highlighting their roles in achieving organizational goals. Using examples from literature, it discusses the benefits and drawbacks of each approach, particularly in the context of Morrison, a British company. The essay also examines the role of core competencies, the application of the VIRO framework, and the risks and benefits of innovation, including the adoption of artificial intelligence. It concludes that innovation and core competencies are vital for maintaining a competitive edge and achieving sustainability in the market.

Strategic Management

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
Critically compare and contrast the application of ‘prescriptive’ and ‘emergent’ approaches to
strategy and outline their role in the delivery of this aim. Where possible use examples drawn
from the literature to support points you put forward. ...............................................................3
Role Of Core Competencies In the Organisation .......................................................................4
Risk and the benefit in the organisation by using the innovation ..............................................5
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Strategic planning can be defined where the proper planning and the structural action
plan are undertaken in order to have the success of the organisation and achieving the goals and
objectives company which they has targeted . The organisation determines the proper action plan
taken where the company forwards with their goal and actions. It has the benefit as it assist in
formulating the better and significant strategies and use the logic . The communication is
strengthen and become string between the employees of the 0organisation as the discussion is
done and the effectiveness and efficiency level is achieved (Asobee., 2020). It is a process where
the organisation vision , mission and motive is planned . In the context of Morrison the strategic
planning , innovation and the main competences are discussed . The organisation is the fourth
largest company in Britain which was founded 1899 by the William Morrisons the headquarter is
in Bradford (Novaselić.,2018).The organisation has used the innovative technologies and
distinctive methods which will help the organisation to grow .
TASK
Critically compare and contrast the application of ‘prescriptive’ and ‘emergent’ approaches to
strategy and outline their role in the delivery of this aim. Where possible use examples
drawn from the literature to support points you put forward.
Strategy can be explained where the organisation set the goals for a long term whereas
the strategy planning is more about the proper structural and systematic planning and analysing
and examining the strategies in order to to modify and grasp the best opportunities which are
available in the economy (Somov., 2018). The organisation make the proper plan for identifying
the environment and deep analysis of market and then the organisation make the action plan .
The perceptive and emergent approach are the strategy and the action plan .
The perspective approach has the its own benefit and the edge in making the long term planning
as the organisation vision and mission are set and the mangers has the right to impact the
decision and the actions . It also has the advantage of coordination effort as the value , mission ,
vison of the company is set then the working in collaboration and coordination with things

makes the task simpler and easier(Litheko., 2019). The learning process is also incorporated as
the formulation is involved in strategic and negotiating .
The emergent approach in this method the action plan where the mangers make and create the
strategic and operational decision with the time to time it creates the certain action pattern. In the
emergent approach the planning is very little and not briefed much and the whole knowledge is
gained by adopting the different approaches and the strategies. The emergent has the its own
advantages such as the less resistance to change as the distinctive strategies and action plan of
the organisation . They also posses the ability and capability to exploit the opportunities as the
action plan and the strategies can be adjusted in a quick manner . The motivation and the
inclination towards improving the lower level as the opinions and the ideas come and emerges
from the lower level of the company (Carayannis., 2018). The employee feel valued and
appreciated in the organisation fro the contribution towards the target and this led to work more
in the business. In the regards of the organisation Morrison which has the vertical intrigued
model . The organisation main objective and the mission is to provide and accollate the food
which each and every person can enjoy which is affordable .The emergent and perspective has
the significant difference as the main focus of perspective is towards the creation of balance
between the strengths and opportunities which are already existed . Whereas on the other hand it
is about the misfit and imbalance between these.
Part 2
Role Of Core Competencies In the Organisation .
core competencies can be defined as the worth and value which is examined by the
consumers. The competency of any technology their design can be their value and main
component which is unique and they sell in the market. The organisation core competencies can
be defined by analysing and examining their strength and weakness. It has the advantage and
edge it is beneficial for the organisation as it helps in determining and deciding the competitive
advantage(De Bernardi., 2019). Sustainable competitive advantage as the every organisation at
some point has the competition and rivals but they are able to survive is all because of their core
advantage they posses. With regards to the Morrisons they have the edge as the fresh and healthy
products are granted and they maintain the environment sustainability. The quality and reliability

The organisation quality and the reliability as we all their performance in the economy helps
them to maintain their position(Kennedy., 2020).The supply chain of Morrisons is smooth and
hassle free. As the fresh food is supplied and sourced to the clients . As this leads to the proper
management of deliveries and they are fresh . The vertical consolidation of the supply chain
make sure that the quality is maintained, convenience and the customer is satisfied which will
enhance and improve their value in the market . The organisation dedication towards the
environment and the fresh products which is considered by the consumer for the superior and
premium quality . The organisation has extended the full support to the local communities and
also in protection of the environment this has assisted in building the long term relationship with
the consumer and also help in maintain the sustained growth throughout. This is the organisation
competencies which stands out(Kodama., 2019). The organisation will analysis by using the viro
method as it will help in examining and analysing the elements which will be valuable in the
organisation. The viro stands for the value of the resources, rareness of the resources , imitation
risk and the organisation competency. This method was developed by the jay b barney in order to
analyse and evaluate the importance and the essentials of the resources in the organisation . This
tool is for the strategically analysing the organisation and picking out the core competencies
which will add the value in the business enterprises . It encompasses the supply chain ,
technology which will be benefit for the customer (Dess., 2022) . The viro also help in analysing
the factors which are unique and rare in the company. It also determines the imitable factors as
thee elements are easily imitated and copied by the others. Whereas it also has the inclusion of
the actions and functions which provides the certain value to the company . As using viro it has
the edge on market which assist in determining the sustainable competition in the market . This
determination leads to the expansion and enlargement of the organisation in the economy as well
as the operation are profited from it . The Morrison can expand and add the value in the global
platform and diversifying and increasing the means of revenue and the profit streams this will be
the strong competitive move and it will create the global dominance but this method can be
easily imitated by the other individuals of the other association(Aydın, 2020).
Risk and the benefit in the organisation by using the innovation
Innovation can be defined as the entry of new innovative products as thinking out of the
box and making the path easier and experience comfortable of the consumer. Whereas it can
explained further that innovation is also about improvising the existed products. The major

objective and goal of the innovation is adding the value in decreasing the cost and improving the
efficiencies . The business have the beneficial of using the innovation as it increases the
productivity and reduced the cost level . This also opens the room for new market and the
opportunities as well as the customer experience is enhanced all these will help the organisation
to grow but with that there is a significant risk to the business as there might be the risk of
financial as the money invested will be huge but rate of return will be less. Their can be the
failure of operations in the business. Management of innovation can be risk and creative in order
to fosters the culture and the growth in the economy. The market share of the organisation will
be lost as the competitors would have invested while on the other hand the risk it comes is the
boost of margin and the profit in the market . with the regards to the Morrison the organisation
ha incorporated the artificial intelligence as they are using the blue yonder optimisation which
assist them in forecasting the orders(Valeri., 2021) . They also got benefit as their has been the
huge improvement in shelf gaps and in the reduction of stock holdings. Further the organisation
by using the cloud based technology the Morrison are able to interact and response to the
consumer speedily. Due to innovation as the organisation used the new technology products and
they have improved the performance of in store and the workers work has also became smooth .
The organisation has experience the benefit by incorporating the high end technology as the sales
are improved and the predicting the patterns more accurately and precisely due to this the multi
channels outlets have been opened an expanded . The company is using the artificial intelligence
and reducing the gap as well as it is removing the traditional methods such as iPads . The
organisation is using the blue yonder service and the mission is to provide and assist the
competitive and rival advantage or the edge to the retailers which is done by taking the help of
machine(Shatilo., 2019). using the machine has given the accurate and precise learning and
ordering the track very precisely . The organisation has launched the supercharge and forecasting
the capabilities and automating the replenishment as in today world the technology has given the
boom to the many organisational and coming with 9innovative products in the market has given
the edge to the consumer and the technology has been raised and the process has become simpler
and the task were easy to to without any hassle or the obstacle faced and this has given the
significant rise in the organisation and Morrisons were highly helped by it (Ekon., 2022).

CONCLUSION
From the report it can be concluded that the innovation and company core competencies
play a huge role in the market. The organisation has the certain goals which help in achieving the
sustainability and the maintain the position in the market. Further the organisation Morrison
value and the swot has been illustrated how the survived in the competitive market(Lynch.,
2018). the organisation also uses the various and numerous methods . The company has used the
VIRO which analyses and examine and gives the strategies to the company in the report the
evaluation of the core competencies and which is used in the organisation . The advance
technology and innovative products has also increased the sales and providing the in store
experience to the consumer to the organisation (Bagga., 2021) .

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