BUSINESS AND

TECHNOLOGY STRATEGY

ATHUL P NATH
PE S8
NO: 11
Business Strategy-Definition
• A master plan management use to secure a competitive
position in market, carry on its operations, please customers
and achieve desired goals.
• It is a set of competitive moves and actions that business
uses to attract customers,compete successfully,
strengthening performance and achieve organisational
goals.
• It is the long range sketch of the desired image, direction
and destination of the organisation
• It outlines how business should be carried out to reach the
desired ends.
LEVELS OF BUSINESS STRATEGY
1. CORPORATE LEVEL STRATEGY
• Long range.
• Action oriented.
• Integrated and comprehensive plan formulated by
top management.
• It is used to ascertain business lines, expansion and
growth, takeovers and mergers, diversification,
integration etc.
LEVELS OF BUSINESS STRATEGY
2. BUSINESS LEVEL STRATEGY
• Those that relate to a particular business.
• Developed by general managers.
• It is like a blue print of entire business.

3. FUNCTIONAL LEVEL STRATEGY

• Developed by first line managers.
• It involves decesion making at the operational level
concerning particular functional areas.
NATURE OF BUSINESS STRATEGY
• It is a combination of proactive actions on the part
of management for increasing company's market
position and overall performance.
• The maximum part of company's present steategy
are a result of formerly initiated actions and
business approaches.
• But when market conditions take an unexpected
turn, the company reauires a strategic reaction to
cope witg contingencies.
TECHNOLOGY STRATEGY -
DEFINITION
• It is a way or a plan of attaining technological goals
and technological changes.
• Technology strategies are formulated at the
national level and at the enterprise level.
AT NATIONAL LEVEL
• Two types of strategy options are:
1. Internalization oriented strategy
• This strategy aims at seeking technological
development with an objective to become
internally self reliant.
• This strategy aims at seeking technology transfer by
TNC's/MNC's via Foreign direct investment.
AT NATIONAL LEVEL
2. Externalization oriented strategy
• This strategy aims at seeking technological
development with an objective to tap external
market.
• Under this strategy there is restricted role for FDI.
AT ENTERPRISE LEVEL
• It means a formal set of enterprise intentions that
allocates available resources and sets priorities
based on clearly stated technological and
enterprise objectives.
• Following three factors influence enterprise's
technology strategy :
1. Sustainability of technological lead:Technological
leadership can be sustained only if competitors
cannot copy it.
AT ENTERPRISE LEVEL
2. First mover advantage :Enterprise gets many
advantages like increased reputation, competition
etc.
3. First mover disadvantage :Certain risks can
adversely affect the first mover like cost of regulatory
approvals, cost of educating buyers, demand
uncertainties etc.
THANK YOU