Strategizing for Real

Objectives

To help you understand the complexity of the strategic-planning process.

To more completely familiarize yourself with strategic planning.

Introduction

Social psychologist Kurt Lewin argued that there is nothing as useful as a good theory. The important word here is good because bad theories can cause a great deal of trouble. An example of a bad theory was the introduction of the New Coke in 1985 by Coca-Cola, one of the world's most successful companies. Management's "theory" was that customers wanted a new Coke. But its introduction was an enormous fiasco, and furious customers demanded that traditional Coke be brought back. Companies that effectively use strategic planning can try to avoid these blunders.

To have a sense of what function a strategic plan can have, you must (1) look at the theory and (2) apply it to an actual situation that you know. In this way, you can see if you like doing strategic planning, what it entails in terms of complexity and insight, and whether or not you think it is a career area you might like to pursue. Because of transitions in the world economy, the demand for strategists will likely increase. The purpose of this exercise is to provide you the opportunity to create a strategic plan for your college or university.

Instructions

Students should be divided into groups of five each. First, complete the five steps of the strategic planning process shown below. Next, go online and determine if your university has published a strategic plan. If it has, compare your plan with the one created by your university.

Five Steps of Strategic Planning

1. Establish the mission and vision of your university.
2. Conduct a SWOT analysis.
   • What are your university's strengths?
   • What are your university's weaknesses?
   • What are your university's opportunities?
   • What are your university's external threats?
3. Establish your university's grand strategy.
4. Establish a set of goals your university can pursue in an attempt to achieve its vision and grand strategy.
5. Establish processes and procedures your university should put in place to monitor goal achievement.

Questions for Discussion

1. Why is it important for an organizationwhether private, public, or nonprofitto have a strategic plan? Explain your rationale.
2. Do you think that a strategic plan can ever be totally accurate? Why or why not?
3. Who do you think should be involved in developing and maintaining a strategic plan?
4. How would you grade (A through F) the strategic plan at your college? Explain your rationale.

*Developed by Anne C. Cowden, PhD.