A robust business strategy is the backbone of any successful enterprise. To drive growth, it is essential to formulate a strategic plan that aligns with the company’s objectives, addresses the needs of its stakeholders, and leverages technology to its advantage. This article delves into the intricacies of formulating a business strategy, with a particular emphasis on the role of IT.

Business Strategy: An Overview

Defining a business strategy involves formulating a plan that focuses on creating value for the organization and its stakeholders, giving it a competitive advantage in the market. This strategic plan is critical to the success of the company and forms the basis before any products or services are launched.

A successful business strategy is built around three key questions:

• How can the business generate value for customers?
• How can the business generate value for employees?
• How can the business generate value in collaboration with suppliers?

These questions serve as the foundation for a successful business strategy. They emphasize the importance of value creation, a concept that is critical to the longevity and prosperity of a company.

The Significance of Business Strategy

The importance of a business strategy cannot be overstated. It forms the blueprint for setting organizational goals and gives businesses a competitive edge. It also steers various business factors, such as:

• Pricing: Determining the cost of goods and services based on customer satisfaction and cost of raw materials.
• Supply Chain Management: Deciding whether to source materials sustainably and choosing the right suppliers.
• Recruitment: Strategies to attract and retain top talent.
• Resource Allocation: Effective distribution of resources.

Without a clear business strategy, a company cannot create value and is unlikely to succeed.

The Concept of Value Creation

Creating value is at the heart of a successful business strategy. Value represents a difference, such as the difference between a customer’s willingness to pay for a product or service and its price. This difference is known as the value stick, which consists of four components:

• Willingness to Pay (WTP): The maximum amount a customer is ready to pay for a company’s goods or services.
• Price: The actual cost of the goods or services.
• Cost: The expense of the raw materials required to produce the goods or services.
• Willingness to Sell (WTS): The lowest amount suppliers are willing to receive for raw materials, or the minimum employees are ready to earn for their work.

The difference between each component represents the value created for each stakeholder. A robust business strategy aims to widen these gaps, thereby increasing the value created by the company’s endeavors.

Enhancing Customer Delight and Firm Margin

The gap between a customer’s WTP and the price is known as customer delight. A robust business strategy aims to increase this difference, thereby creating more value for customers. This can be achieved by increasing the WTP through effective marketing strategies or by reducing the price of the company’s goods or services.

The firm’s margin, which represents the difference between the price of a product and its production cost, signifies the financial success of the strategy. One way to quantify this margin is by calculating the Return on Invested Capital (ROIC), which compares a business’s operating income with the capital necessary to generate it.

Return on Invested Capital = Net Operating Cost After Tax (NOCAT) / Invested Capital (IC)

Increasing the WTP or decreasing the cost can enhance the firm’s margin. Sustainability initiatives can also contribute to this by reducing production costs through the use of fewer or more sustainable resources.

Elevating Supplier Surplus & Employee Satisfaction

Creating value for suppliers, or supplier surplus, can be achieved by reducing the WTS or increasing costs. For instance, a company might partner with vendors and offer them a platform to showcase their products in exchange for a discount.

Just as important is creating value for employees. The difference between employee compensation and the minimum they’re willing to receive is known as employee satisfaction. Companies can increase this difference by raising salaries, enhancing benefits, or improving working conditions.

The Role of IT in Business Strategy

In today’s digital age, the role of IT in business strategy is more crucial than ever. An effective IT strategy aligns technology capabilities with business objectives, thereby maximizing return on investment.

An IT strategy is a comprehensive plan detailing how technology and IT processes should be used to meet business goals. This plan covers all areas of IT management, including hardware and software, cost, risk, human resource, and vendor management.

The Objective of an IT Strategy

An IT strategy serves as a roadmap for businesses. It helps them understand all IT areas, enabling them to make informed decisions that drive growth. The strategy should answer the following questions:

• Where is the business currently?
• Where does the business want to be?
• How can the business achieve its objectives?

Benefits of a Robust IT Strategy

A well-crafted IT strategy offers numerous benefits, including:

• Enhanced efficiency and collaboration.
• Reduced IT costs.
• Improved data collection, processing, governance, and analytics.
• Comprehensive approach to cybersecurity.
• Improved IT resilience.
• Better communication between IT and other departments.

Starting Your IT Strategy with an Audit

The first step to crafting a dynamic IT strategy is conducting a comprehensive audit of your business and IT systems. An IT audit is a thorough analysis of the company’s IT policies, operations, and infrastructure. It assesses whether the current systems are in line with industry best practices and align with the business’s goals.

An IT audit requires extensive skill, time, and investment in auditing software. It serves as the foundation for your IT strategy. If you lack the necessary resources to complete an IT audit, consider seeking help from professionals.

Conclusion

Business strategy is a complex process that requires careful planning and execution. The role of IT in this process cannot be overstated. By integrating IT strategies with business goals, companies can leverage technology to enhance operational efficiency, reduce costs, and drive growth.