📖 Definition (Simple English)
Strategy is the direction and scope of an organization over the long term. It determines how resources should be combined to meet the needs of markets and stakeholders, and to achieve competitive advantage.
(La stratégie est la direction et le périmètre d'une organisation sur le long terme. Elle détermine comment les ressources doivent être combinées pour répondre aux besoins des marchés et des parties prenantes, et pour obtenir un avantage concurrentiel.)
🔑 Key Points About Strategy
Strategy is about LONG-TERM direction (not short-term decisions)
Strategy defines WHERE to compete and HOW to win
Strategy requires making CHOICES about resource allocation
Strategy aims to create COMPETITIVE ADVANTAGE over rivals
🧩 The 5 Components of Strategy
1. Mission
(Mission)
The fundamental PURPOSE of the organization - why it exists and what it does.
Example: "To organize the world's information and make it universally accessible" (Google)
❓ "Why do we exist?"
2. Vision
(Vision)
The desired FUTURE STATE of the organization - what it aspires to become.
Example: "To be the most customer-centric company on Earth" (Amazon)
❓ "Where do we want to be in the future?"
3. Objectives
(Objectifs)
Specific, measurable TARGETS that translate vision into concrete goals.
Example: "Achieve 25% market share by 2027" or "Reduce costs by 15% in 2 years"
❓ "What specific results do we want to achieve?"
4. Scope
(Périmètre)
The BOUNDARIES of the organization's activities - which markets, products, and geographies to focus on.
Includes: Product scope, geographic scope, market scope
❓ "Where will we compete?"
5. Competitive Advantage
(Avantage Concurrentiel)
What makes the organization SUPERIOR to competitors - how it creates unique value for customers.
Examples: Lower costs, better quality, unique features, superior service
❓ "How will we win against competitors?"
💡 Example: Nike's Strategy Components
🎯 Nike Case Study:
Mission: "To bring inspiration and innovation to every athlete in the world"
Vision: "To remain the most authentic, connected, and distinctive brand"
Objectives: Grow digital sales by 30%, expand in emerging markets
Scope: Athletic footwear, apparel, equipment | Global markets | All sports segments
Competitive Advantage: Strong brand, innovation (Air technology), athlete endorsements, emotional connection with customers
📚 Key Vocabulary
Long-term direction
Direction à long terme
Scope
Périmètre / Portée
Stakeholders
Parties prenantes
Competitive advantage
Avantage concurrentiel
Resource allocation
Allocation des ressources
Aspiration
Aspiration / Ambition