STRATEGIC INTENT

Strategic Intent

• Strategic Management is defined as a dynamic process of formulation, implementation, evaluation, and control of strategies to realise the organization’s strategic intent. 
• Strategic intent refers to purposes of what the organization strives for. Senior managers must define “what they want to do” and “why they want to do”. “Why they want to do” represents strategic intent of the firm. Clarity in strategic intent is extremely important for the future success and growth of the enterprise, irrespective of its nature and size. 
• Strategic intent can be understood as the philosophical base of strategic management. It implies the purposes, which an organization endeavours to achieving. 
• It is a statement that provides a perspective of the means, which will lead the organization, reach its vision in the long run. Strategic intent gives an idea of what the organization desires to attain in future.
•  It answers the question what the organization strives or stands for? It indicates the long-term market position, which the organization desires to create or occupy and the opportunity for exploring new possibilities. 
• Strategic intent provides the framework within which the firm would adopt a predetermined direction and would operate to achieve strategic objectives. 
• Strategic intent could be in the form of vision and mission statements for the organisation at the corporate level. It could be expressed as the business definition and business model at the business level of the organisation.