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ACCA Strategic Professional · Strategic Business Leader · Concepts of strategy

Dunmore Hotels' chief executive says the company's strategy is simply 'to be the leading name in business travel accommodation across Europe within ten years', without detailing how. Which description of this statement is most accurate?

It is a statement of strategic intent, or vision: a long-term ambition that gives direction. It does not specify the scope, the basis of competitive advantage or the resources needed to get there, so it is the aim to be achieved rather than the strategy itself.

  1. AA functional tactic, because it lacks resource detail
  2. BA statement of strategic intent or vision of a long-term aim, not itself a strategy for achieving itCorrect
  3. CAn emergent strategy, because it was not planned in detail
  4. DA business-level competitive strategy, because it names a market

Explanation

The statement sets a long-term aspiration and direction, which is strategic intent or vision. A strategy would specify the scope, basis of competition and resources to reach it. It is not emergent, since it is a deliberate declaration, and it is not a competitive strategy since it does not state how advantage is gained.

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