“The Strategic intent notion helpsmanagers focus on creating new capabilities to exploit future opportunities.” (Sarcissian,2015, What is the Meaning of Strategic Intent). Strategic intent focus oninternal resource and capabilities than external. Basically, strategic intentis different from the traditional strategy planning. Traditional strategy planningfollows the fit model of strategy-making but strategic intent does not.
Currently I am doing part-time job in Lifetouch Portrait Studio. I am not closeto Management team. They have 450 Studios all over the US. And I am working inone of them.
Though I am not closely observingthe company’s strategy, after study of “strategic Intent” I think my company isfollowing the traditional strategic fit model. I am working with this company for 2 years andI see they never changes in the photo packages and coupons. The main characteristicof the strategic intent is unconstrained. But if I compare my working company,I can feel there are lots of constraints within.
In this company, I can findlinear communication, that is from corporate office to district and studios.Well communication and informed employees can be the best assets of the companyto get the goal. As my I understandingto have strategic intent, one company must have clear strategic plan. But myorganization has lack of all those characteristics. In my experience, my organization doesnot engage with people and they never inform the employees about upcoming events.I think this kind of communication gap does not help employees to motivate whoare directly working with the customers. Not only employee’s perspective, in perspectiveof the customer their pictures packages planning is not really good.
Forexample, we do have one big packages of pictures that cost 259 $. That packageincludes one of canvas also which separately cost 90 dollars and size is 10″*20″.There is another canvas with same price and size is 16″*16″. Most of the people likes the square sizecanvas but that is not included in package. Many customers ask if we are ableto substitute with different canvas which is same price they would spend thatmuch money. All the packages and pricesare running for 7 years.
Our customers visit studio 3 times in a year so theydo not want the same package every time. We have talked about this situation tostudio managers and district manager. But unfortunately, they are not doing anychange. In my experience customer wants to spend more money if company is ableto give something different.
If I would be in the position whocan make the strategic plan, I would launch the two-different effectiveresearch. One research for customers and another for employees, then afteranalyzing the result I would make planning for every next years. This isdigital photography industry we do have lots of competitors; and customer wantsevery time new things. “The organization should start fresh with stage one:developing a strategic vision, mission and values and complete the processcorrectly” (Gupta.S & Mathern D. 2012).
So, to be survived in photographymarket we must give advance service with long-term strategic plan. References: Gupta. S & Mathern D.
2012, CustomBusiness Resources Business Strategy and Implementation, College of Business,University of Findlay. Sarcissian A. (n.d.) Whatis the Meaning of Strategic Intent? Retrieved January 20, 2018, http://smallbusiness.chron.com/meaning-strategic-intent-59772.html