Page 3: Developing strategies
Strategy is concerned with the direction an organisation wishes to take in the long-term and the types of action that the organisation should be taking to achieve its more specific objectives. Arlington’s stated corporate objective is to:
‘Build on our reputation for quality by combining our areas of expertise to develop and deliver a unique range of property solutions to our customers and further reinforce our brand leadership.’
A strategic analysis provides a basis for considering the strategic options available to an organisation. Organisations need to understand and continually monitor key changes which face them currently, as well as try to predict changes that may affect them in the future. This helps them to maximise their efficiency and remain competitive.
An approach to strategic analysis which examines the relationship between the organisation and its environment is known as a S.W.O.T. analysis. This examines both internal and external elements focusing on the Strengths, Weaknesses, Opportunities and Threats facing an organisation at a given time. Strengths and weaknesses are internal to the organisation and opportunities and threats relate to the external environment in which the organisation operates.
The aim of a S.W.O.T. analysis is to identify the extent to which an organisation is capable of meeting the demands of environmental changes. As a result of carrying out a S.W.O.T. analysis, an organisation will develop strategies, allowing it to build on its strengths, minimise its weaknesses, seize its opportunities and take steps to eliminate or minimise its threats.