CONTENTS:- Role of strategic direction in organisation design Direction(Goal setting process) Organisational purpose

1. Role of strategic direction in
organisational design
By:-
P.T.Preetha
RA1952001020005
1 yr-MBA-Sec A

2. Role of strategic direction in
organisation design:-
• An organizational goal is a desired state of affairs that the
organization attempts to reach.Top managers give direction to
organizations; this direction alters how organizations should be
designed.
• Top management’s primary responsibility: determine an
organizations goals, strategy, and design, thereby adapting the
organization to a changing environment

4. Direction(Goal setting process):-
1)Assessment of Opportunities and Threats (Both internal and external
environments).
2) Define Strategic Intent: Overall mission/goals fit to the previous
environmental assessments.
A. Formulate Specific Operational Goals: How to accomplish overall
mission.
3) Organizational Design: Design the Organization to achieve these
specific goals.
4) Effectiveness / Outcomes : Measure results and feed back into the
international situation analysis

5. Organizational purpose:-
Organizations exist for a purpose.
➢ Strategic Intent: Means that all the organizations energies and
resources and directed towards a focused, unifying, and
compelling overall goals. [Microsoft’s early goal: “Put a computer
on every desk in every home”]
✧ Mission: The overall goal for an organization, the reason for its
existence. Also called official goals, the purpose is to
communicate to both internal and external stakeholders, what the
organization is trying to achieve. Also provides legitimacy to any
potential stakeholders

6. ✧ Competitive Advantage: Refers to what sets the organization
apart from other and provides it with a distinctive edge for meeting
customer or client needs in the marketplace. Apple’s Competitive
advantage is its brand recognition and simplicity
➢Operating Goals: Designate the ends sought through the actual
operating procedures of the organization and explain what the
organization is actually trying to do. They describe specific
measurable outcomes and are often concerned with the short run.
[Performance goals, resource goals, market goals, employee
development goals, market goals, etc

7. Thank you