1. FUNCTIONAL TACTICS
Functional tactics are the key, routine activities that must be undertaken in each functional area that is human resource management, marketing, finance, production/operations and research and development to provide the business ?s products and services. Hence functional tactics translate thought (grand strategy) into action designed to accomplish specific short- term objectives. Every value chain activity in a company executes functional tactics that support the business's strategy and help accomplish strategic objectives.
1.1 Differences Between Business Strategies and Functional Tactics
Ø Functional tactics are different from business or corporate strategies in three fundamental ways:
i. Time horizon.
ii. Specificity.
iii. Participants who develop them.
Time Horizon
Ø Functional tactics identify activities to be undertaken "now" or in the immediate future. Business strategies focus on the firm's posture three to five years out.
Ø The shorter time horizon of functional tactics is critical to the successful implementation of a business strategy for two reasons.
i. First, it focuses the attention of functional managers on what needs to be done now to make the business strategy work.
ii. Secondly, it allows functional managers to adjust to changing current conditions.
Specificity
Functional tactics are more specific than business strategies. Business strategies provide general direction. Functional tactics identify the specific activities that are to be undertaken in each functional area and thus allow operating managers to work out how their unit is expected to pursue short-term objectives.
Specificity in functional tactics contributes to successful im ...