Strategic Control Process


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a) The Establishment of Standards:

Because plans are the standards against which controls must be revised, it follows logically that the first step in the control process would be to accomplish plans. Plans can be considered as the criterion or the standards against which we compare the actual performance in order to figure out the deviations.

 

Examples for the standards

  • Profitability standards: In general, these standards indicate how much the company would like to make as profit over a given time period- that is, its return on investment.
  • Market position standards: These standards indicate the share of total sales in a particular market that the company would like to have relative to its competitors.
  • Productivity standards: How much that various segments of the organization should produce is the focus of these standards.
  • Product leadership standards: These indicate what must be done to attain such a position.
  • Employee attitude standards: These standards indicate what types of attitudes the company managers should strive to indicate in the company’s employees.
  • Social responsibility standards: Such as making contribution to the society.
  • Standards reflecting the relative balance between short and long range goals.

 

b) Measurement of Performance:

The measurement of performance against standards should be on a forward looking basis so that deviations may be detected in advance by appropriate actions. The degree of difficulty in measuring various types of organizational performance, of course, is determined primarily by the activity being measured. For example, it is far more difficult to measure the performance of highway maintenance worker than to measure the performance of a student enrolled in a college level management course.

 

c) Comparing Measured Performance to Stated Standards:

When managers have taken a measure of organizational performance, their next step in controlling is to compare this measure against some standard. A standard is the level of activity established to serve as a model for evaluating organizational performance. The performance evaluated can be for the organization as a whole or for some individuals working within the organization. In essence, standards are the yardsticks that determine whether organizational performance is adequate or inadequate.

 

d) Taking Corrective Actions:

After actual performance has been measured compared with established performance standards, the next step in the controlling process is to take corrective action, if necessary. Corrective action is managerial activity aimed at bringing organizational performance up to the level of performance standards. In other words, corrective action focuses on correcting organizational mistakes that hinder organizational performance. Before taking any corrective action, however, managers should make sure that the standards they are using were properly established and that their measurements of organizational performance are valid and reliable. At first glance, it seems a fairly simple proposition that managers should take corrective action to eliminate problems – the factors within an organization that are barriers to organizational goal attainment. In practice, however, it is often difficult to pinpoint the problem causing some undesirable organizational effect.

 

 


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