In every industry we can identify the leaders. These leaders have shaped the rules of their game. Competitors tend to copy the leader's strategy and get caught in a fake strategy. Unfortunately, there is no light at the end of that tunnel, it's a continuous fight for new market share.

There are cases of such companies in every industry. In the airline industry there are new entrants like Easyjet, who have managed to create and deploy a distinctive strategy. Easyjet changed the rules of the game effectively. They have side-stepped the conventional methods of selling through travel agents and offered very flexible and affordable air travel direct to the consumer.

Domino's Pizza developed a distinctive strategy in a very ordinary industry. Domino's founder succeeded by changing the rules of the game. The founder introduced the idea of "guaranteed home delivery" and made it work by developing a special insulated pouch to keep

Ask most chief executives and business owners if they have a Strategic Plan and without hesitation the answer will be "yes". Ask them what their vision and mission for the company is and they will give you a blank look! It's simply because Strategic Planning is confused with business planning. Business planning is the process that actualizes the Strategic Plan and is typically much more substantial and detailed. It is more micro in approach, whilst the Strategic Plan provides the foundation and frame work for the business plan. It's the macro picture. Capland and Norton (1999)

Strategy without key performance criteria is hot air. Capland and Norton use a "Balanced Scorecard" to link performance and measurement. The success of the vision and strategy can be measured by specific goal achievement in four vital areas: Financial, Customer, Internal and Growth. By specifying the areas and features that will be measured, every employee knows what to do. Only a small handful of companies have created the measurements for success. When managers are asked to describe what their most important tasks are, most will not discuss measurements. Goals without the processes to achieve the goals and goals with no measurement is like a forward going on the football pitch blindfolded with a mission to score. In reality this is mission impossible. Unfortunately, there are numerous struggling organization

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Approximate Word count = 938
Approximate Pages = 4 (250 words per page double spaced)