Business policy as defined
by Christensen and others as the study of the function and
responsibility of Senior Management. The crucial problems that affect the
success of the in the whole organisation and the decisions that determine the
direction of the organisation and shape its future.
Igor Ansoff (1987) makes a difference between
strategy and policy.
"strategy is a rule for decision making"
"Policy is a general decision that is always
made in the same way whenever the same circumstances arise"
"A strategy applies similar principles but
allows different decisions as the circumstances differ"
Wikipedia defines Policy as -
A policy is typically described as
a principle or rule to guide decisions and achieve rational outcome(s).Policies
are generally adopted by the Board of or senior governance body within an
organization where as procedures or protocols would be developed and adopted by
senior executive officers.
Ones a company sets the vision - the description of
its future it wants to realize in future, the mission- the statement of its
social reasoning, nature of business, product, customer target, technology and
its role in society, it becomes necessary to visualize those problems which
will come as impediments in accomplishing the mission of the company as a
whole.
As a part of strategic management component,
business policies are related with those concerns/problems/issues which affect
the organisation as a whole and are of general nature. Since company has got a
vision to aspire, a mission to pursue it needs to understand the problems which
are normally to be recurring during the implementation of strategy.
Few examples of business policies are-
• A company will not consider any cost reduction
options if it means
compromising quality.
• A company decides to grow only through retained
earnings.
• A company will not consider adding new products
with less than
10 percent return on investment.
• A company sells exclusively on cash terms.
• A rental company charges a deposit for rented
material.
• A rental car company charges extra money for
delivering the rented
car in another location.
• A company hires personnel with experience only.
• A company prepares guidelines on how to collect
debts from its customers.
• A company will not question customers’ returns of
items purchased
earlier.
• A company responds to 50 percent of customer
inquiries within three
working days.
STEPS IN BUSINESS POLICY FORMULATION-More or less business policy formulation is similar like decision
making process. There are following steps in Policy formulation.
I) Environmental Analysis
The first step in the process of policy formulation
is environmental analysis. There are basically two environmental factors: internal and external. The external
environment of the company comprises of
economic, technological, political and social forces operating outside the boundaries of the company.
These influence the company indirectly and the company has no control over them. These have to be
continuously analyzed and understood before
the formulation of polices. The internal environment of the organization comprises of the firm’s
employees, the organization structure,
resources, value system, functional departments etc. These affect the organization’s activities directly as
they are internal to the organization. Both internal and external forces interact and a change in one affects the
other one. The two together provide for
identification of problem areas with respect to which the policies could be made.
II) Identification of Policy Alternatives
Once the analysis has been done, the next step
requires identification of policy alternatives. The environmental analysis
helps to determine the opportunities and threats facing the company and also its strengths and weakness. When the organization is engaged in the matching of its
strengths with the opportunities, various policy options emerge. The options or alternatives also arise with the help
of past experience, past performance
results and the practices followed by the management.
Identification of alternatives has to be done
efficiently and then only can they be evaluated for one choice.
III) Evaluation of Policy Alternatives
After the various alternatives have been
identified, they are to be evaluated so that the best one could be selected. The evaluation of policies is known as policy
audit. The alternatives can be evaluated
on the basis of their consequences in terms of their contribution to corporate goals. Several criteria
could be used for evaluation like growth, unit, profitability, development, organizational goals, etc. The
evaluation has to be done with care so that
errors may not occur. Policy should not only be feasible but it should also be consistent with
organization’s goals.
IV) Choice of Policy
The last step in the policy formulation process is
the choice of the best alternative from among the various alternatives identified and evaluated. The
evaluation helps in the selection of the best
possible policy. If any of the alternatives are not acceptable and not consistent with company’s objectives then
the process reverts back to the identification of alternatives where fresh alternatives are looked for. The
search begins again.
The various alternatives are compared with each
other and the most preferred option is selected. This selected policy has to be tested so that it could be
known whether it fits in the organizational
boundaries and meets the organizational goals. After being successfully tested, the policy becomes ready for
implementation and the manner in which it would be implemented should be explained clearly. After the policy has been made, it becomes
necessary to review it from time to time so that it does not become obsolete.
TYPE OF POLICIES:
Basically there are three main types of policies
1. Basic Policies:- These are framed by the top
management and spell out the basic approach of a company to its activities and its environment.
2.General Policies:- These are framed by the
middle level management and are more specific. They apply to large segments of the organization.
3.Specific Policies:- These are framed by the
foremen and supervisors and are very specific in nature. They are applicable to routine activities.