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Nelson MatheusPhoto: Contributed
Nelson MatheusPhoto: Contributed

Charting success: Strategically navigating the corporate landscape

Planning for uncertainty
Corporate strategy serves as a road map for decision-making, opines Nelson Matheus.
Nelson Matheus
In the realm of business, the saying "fail to plan, plan to fail" echoes profoundly. At the core of every successful enterprise lies a well-defined strategy that serves as a guiding light through the complexities of the corporate landscape. The significance of a comprehensive strategic plan cannot be overstated. The concept of corporate strategy emerged in the 19th century, championed by scholars such as Chandler and Ansoff who generated the orthodoxy in which they define corporate strategy as a set of techniques for managing complex businesses in dynamic environments.

Corporate strategy serves as a road map for decision-making, and it is essential in a business environment with uncertainties, where leaders are faced with choices that could impact a company's future positively or negatively. The Covid-19 pandemic has revealed that even established businesses are just three months away from being illiquid. During the first three months of the government-imposed lockdown, businesses closed, leading to job losses.



Clear plan

A robust business strategy could be a magnet for investors seeking opportunities with potential returns. It provides a clear growth plan and how shareholders' value will be maximised. A business strategy enables firms to navigate competitive markets effectively, define their unique value proposition and leverage strengths.

There is a consensus among researchers that a business is only as good as its people - in that if employees' minds and efforts are aligned to business strategy, it may translate into success. A business strategy creates ownership, accountability and synergy among employees. When employees see the bigger picture, they understand how their collective efforts contribute towards attaining the set objectives.

“You can only manage the risks you know” underscores the essence of strategy in enabling businesses to scan environments, identify risks and develop robust risk management plans. Setting priorities and outlining strategic initiatives empowers management to make informed choices about resource allocation, leading to efficient operations.

A strategic plan identifies key performance areas (KPAs) and key performance indicators (KPIs), cascaded down to individuals, enabling companies to track progress, evaluate performance and adjust where necessary. Success should not solely be measured by financial metrics, but also by fulfilling strategic objectives and creating long-term value.

Therefore, businesses of all sizes must invest in developing a business strategy and engaging employees across the board to ensure alignment, ownership, resilience and sustainable business growth.



**Nelson Matheus is a business administration doctoral candidate. He writes in his personal capacity.

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LaLiga: Sevilla 1 vs 2 Barcelona | Celta Vigo 2 vs 2 Valencia | Las Palmas 1 vs 1 Deportivo Alaves | Getafe 1 vs 2 Mallorca | Real Madrid 0 vs 0 Real Betis | Almería 6 vs 1 Cadiz | Rayo Vallecano 0 vs 1 Athletic Club | Real Sociedad 0 vs 2 Atletico Madrid | Osasuna 1 vs 1 Villarreal | Girona 7 vs 0 Granada SerieA: SS Lazio 1 vs 1 Sassuolo | Hellas Verona 2 vs 2 Inter Milan | Empoli 2 vs 1 AS Roma | Frosinone 0 vs 1 Udinese | Atalanta 3 vs 0 Torino | Napoli 0 vs 0 Lecce | AC Milan 3 vs 3 Salernitana | Juventus 2 vs 0 Monza | Genoa 2 vs 0 Bologna European Championships Qualifying: Leeds United 0 vs 1 Southampton FA Cup: Manchester City 1 vs 2 Manchester United English Championship: Leeds United 0 vs 1 Southampton Katima Mulilo: 11° | 30° Rundu: 11° | 30° Eenhana: 13° | 31° Oshakati: 14° | 30° Ruacana: 15° | 31° Tsumeb: 14° | 28° Otjiwarongo: 12° | 27° Omaruru: 14° | 29° Windhoek: 11° | 24° Gobabis: 12° | 25° Henties Bay: 17° | 25° Wind speed: 47km/h, Wind direction: NE, Low tide: 11:38, High tide: 05:37, Low Tide: 00:10, High tide: 18:15 Swakopmund: 16° | 18° Wind speed: 28km/h, Wind direction: NE, Low tide: 11:36, High tide: 05:35, Low Tide: 00:08, High tide: 18:13 Walvis Bay: 16° | 23° Wind speed: 34km/h, Wind direction: NE, Low tide: 11:36, High tide: 05:34, Low Tide: 00:08, High tide: 18:12 Rehoboth: 13° | 26° Mariental: 14° | 28° Keetmanshoop: 15° | 28° Aranos: 14° | 28° Lüderitz: 17° | 33° Ariamsvlei: 15° | 29° Oranjemund: 19° | 31° Luanda: 23° | 27° Gaborone: 11° | 24° Lubumbashi: 10° | 26° Mbabane: 10° | 23° Maseru: 6° | 21° Antananarivo: 9° | 21° Lilongwe: 11° | 26° Maputo: 17° | 27° Windhoek: 11° | 24° Cape Town: 14° | 24° Durban: 14° | 23° Johannesburg: 13° | 20° Dar es Salaam: 22° | 29° Lusaka: 14° | 24° Harare: 10° | 24° Currency: GBP to NAD 23.39 | EUR to NAD 19.92 | CNY to NAD 2.53 | USD to NAD 18.35 | DZD to NAD 0.14 | AOA to NAD 0.02 | BWP to NAD 1.31 | EGP to NAD 0.38 | KES to NAD 0.14 | NGN to NAD 0.01 | ZMW to NAD 0.68 | ZWL to NAD 0.04 | BRL to NAD 3.56 | RUB to NAD 0.21 | INR to NAD 0.22 | USD to DZD 134.3 | USD to AOA 851.84 | USD to BWP 13.58 | USD to EGP 47.12 | USD to KES 132.48 | USD to NGN 1474 | USD to ZAR 18.35 | USD to ZMW 26.81 | USD to ZWL 321 | Stock Exchange: JSE All Share Index 79150.84 Up +0.25% | Namibian Stock Exchange (NSX) Overall Index 1748.47 Down -0.71% | Casablanca Stock Exchange (CSE) MASI 13370.7 Down -0.04% | Egyptian Exchange (EGX) 30 Index 27205.14 Down -0.08% | Botswana Stock Exchange (BSE) DCI 9141.35 Same 0 | NSX: MTC 7.75 SAME | Anirep 8.99 SAME | Capricorn Investment group 17.34 SAME | FirstRand Namibia Ltd 49 DOWN 0.50% | Letshego Holdings (Namibia) Ltd 4.1 UP 2.50% | Namibia Asset Management Ltd 0.7 SAME | Namibia Breweries Ltd 31.49 UP 0.03% | Nictus Holdings - Nam 2.22 SAME | Oryx Properties Ltd 12.1 UP 1.70% | Paratus Namibia Holdings 11.99 SAME | SBN Holdings 8.45 SAME | Trustco Group Holdings Ltd 0.48 SAME | B2Gold Corporation 47.34 DOWN 1.50% | Local Index closed 677.62 UP 0.12% | Overall Index closed 1534.6 DOWN 0.05% | Osino Resources Corp 19.47 DOWN 2.41% | Commodities: Gold US$ 2 354.18/OZ UP +0.72% | Copper US$ 4.79/lb UP +1.23% | Zinc US$ 3 077.30/T UP 0.19% | Brent Crude Oil US$ 83.23/BBP UP +1.09% | Platinum US$ 1 055.37/OZ UP +2.45% Sport results: LaLiga: Sevilla 1 vs 2 Barcelona | Celta Vigo 2 vs 2 Valencia | Las Palmas 1 vs 1 Deportivo Alaves | Getafe 1 vs 2 Mallorca | Real Madrid 0 vs 0 Real Betis | Almería 6 vs 1 Cadiz | Rayo Vallecano 0 vs 1 Athletic Club | Real Sociedad 0 vs 2 Atletico Madrid | Osasuna 1 vs 1 Villarreal | Girona 7 vs 0 Granada SerieA: SS Lazio 1 vs 1 Sassuolo | Hellas Verona 2 vs 2 Inter Milan | Empoli 2 vs 1 AS Roma | Frosinone 0 vs 1 Udinese | Atalanta 3 vs 0 Torino | Napoli 0 vs 0 Lecce | AC Milan 3 vs 3 Salernitana | Juventus 2 vs 0 Monza | Genoa 2 vs 0 Bologna European Championships Qualifying: Leeds United 0 vs 1 Southampton FA Cup: Manchester City 1 vs 2 Manchester United English Championship: Leeds United 0 vs 1 Southampton Weather: Katima Mulilo: 11° | 30° Rundu: 11° | 30° Eenhana: 13° | 31° Oshakati: 14° | 30° Ruacana: 15° | 31° Tsumeb: 14° | 28° Otjiwarongo: 12° | 27° Omaruru: 14° | 29° Windhoek: 11° | 24° Gobabis: 12° | 25° Henties Bay: 17° | 25° Wind speed: 47km/h, Wind direction: NE, Low tide: 11:38, High tide: 05:37, Low Tide: 00:10, High tide: 18:15 Swakopmund: 16° | 18° Wind speed: 28km/h, Wind direction: NE, Low tide: 11:36, High tide: 05:35, Low Tide: 00:08, High tide: 18:13 Walvis Bay: 16° | 23° Wind speed: 34km/h, Wind direction: NE, Low tide: 11:36, High tide: 05:34, Low Tide: 00:08, High tide: 18:12 Rehoboth: 13° | 26° Mariental: 14° | 28° Keetmanshoop: 15° | 28° Aranos: 14° | 28° Lüderitz: 17° | 33° Ariamsvlei: 15° | 29° Oranjemund: 19° | 31° Luanda: 23° | 27° Gaborone: 11° | 24° Lubumbashi: 10° | 26° Mbabane: 10° | 23° Maseru: 6° | 21° Antananarivo: 9° | 21° Lilongwe: 11° | 26° Maputo: 17° | 27° Windhoek: 11° | 24° Cape Town: 14° | 24° Durban: 14° | 23° Johannesburg: 13° | 20° Dar es Salaam: 22° | 29° Lusaka: 14° | 24° Harare: 10° | 24° Economic Indicators: Currency: GBP to NAD 23.39 | EUR to NAD 19.92 | CNY to NAD 2.53 | USD to NAD 18.35 | DZD to NAD 0.14 | AOA to NAD 0.02 | BWP to NAD 1.31 | EGP to NAD 0.38 | KES to NAD 0.14 | NGN to NAD 0.01 | ZMW to NAD 0.68 | ZWL to NAD 0.04 | BRL to NAD 3.56 | RUB to NAD 0.21 | INR to NAD 0.22 | USD to DZD 134.3 | USD to AOA 851.84 | USD to BWP 13.58 | USD to EGP 47.12 | USD to KES 132.48 | USD to NGN 1474 | USD to ZAR 18.35 | USD to ZMW 26.81 | USD to ZWL 321 | Stock Exchange: JSE All Share Index 79150.84 Up +0.25% | Namibian Stock Exchange (NSX) Overall Index 1748.47 Down -0.71% | Casablanca Stock Exchange (CSE) MASI 13370.7 Down -0.04% | Egyptian Exchange (EGX) 30 Index 27205.14 Down -0.08% | Botswana Stock Exchange (BSE) DCI 9141.35 Same 0 | NSX: MTC 7.75 SAME | Anirep 8.99 SAME | Capricorn Investment group 17.34 SAME | FirstRand Namibia Ltd 49 DOWN 0.50% | Letshego Holdings (Namibia) Ltd 4.1 UP 2.50% | Namibia Asset Management Ltd 0.7 SAME | Namibia Breweries Ltd 31.49 UP 0.03% | Nictus Holdings - Nam 2.22 SAME | Oryx Properties Ltd 12.1 UP 1.70% | Paratus Namibia Holdings 11.99 SAME | SBN Holdings 8.45 SAME | Trustco Group Holdings Ltd 0.48 SAME | B2Gold Corporation 47.34 DOWN 1.50% | Local Index closed 677.62 UP 0.12% | Overall Index closed 1534.6 DOWN 0.05% | Osino Resources Corp 19.47 DOWN 2.41% | Commodities: Gold US$ 2 354.18/OZ UP +0.72% | Copper US$ 4.79/lb UP +1.23% | Zinc US$ 3 077.30/T UP 0.19% | Brent Crude Oil US$ 83.23/BBP UP +1.09% | Platinum US$ 1 055.37/OZ UP +2.45%