GUL-E-FARIS ZAMAN &

MUHAMMAD EJAZ
16-01-2012

STRATEGIC MANAGEMENT PROJECT

ON FATIMA JINNAH COLLEGE OF
COMMERCE HARIPUR

Strategic Management Project on Fatima Jinnah College of Commerce Haripur

DEDICATION

We dedicate our project to our Parents, Family, and Teachers and to each group
member. Because; whatever we are its because of our parents and Family and
Our teacher makes us able to face different challenges and win those challenges.
And thanks to all our friends, who support us a lot and contribute their full effort to
make this project possible.

Strategic Management Project on Fatima Jinnah College of Commerce Haripur

ACKNOWLEDGEMENT

In the name of Allah, the most beneficent and merciful who gave us strength and
knowledge to complete this project. This project is a part of our course Strategic
Management. This has proved to be a great experience.
We would like to express our gratitude to our teacher Mr. Wajid Khan who gave us
this opportunity to complete this project.
I have put my heart and soul to do a fair effort but there is always a room for
improvement. So I am quite right to adopt an optimistic approach to believe that
Sir Wajid Khan will ignore my mere mistakes, if found, because to error is
human.

Strategic Management Project on Fatima Jinnah College of Commerce Haripur

CONTENTS
1) OVERVIEW OF FATIMA JINNAH COLLEGE OF COMMERCE HARIPUR............................6
2) FATIMA JINNAH COMMERCE COLLEGE VISION STATEMENT..........................................7
3) FATIMA JINNAH COMMERCE COLLEGE MISSION STATEMENT.......................................8
Identification of components........................................................................................9
Analysis.......................................................................................................................7
4) The strategy-formulation analytical framework............................................................................11

INPUT STAGE...............................................................................................................11
5) INTERNAL ANALYSIS OF FATIMA JINNAH COMMERCE COLLEGE................................11
Strengths of FATIMA JINNAH COMMERCE COLLEGE.......................................11
Weaknesses of FATIMA JINNAH COMMERCE COLLEGE...................................11
Internal Factor Evaluation Matrix..............................................................................12
6) EXTERNAL ANALYSIS FOR FATIMA JINNAH COMMERCE COLLEGE............................13
OPPORTUNITIES.....................................................................................................14
THREATS..................................................................................................................15
EXTERNAL FACTOR EVALUATION MATRIX (EFE)..........................................16
7)

Competitive profile matrix (CPM)...............................................................................................17

THE MATCHING STAGE:.............................................................................18

8) SWOT MATRIX OF FATIMA JINNAH COMMERCE COLLEGE

18

SPACE MATRIX OF FATIMA JINNAH COMMERCE COLLEGE

20
9) FATIMA JINNAH COMMERCE COLLEGE now has three SECTIONS....................................21
10) POSITION IN BOSTAN CONSULTING GROUP (BCG) MATRIX:..........................................22
Stars include:...............................................................................................................23
Cash cow includes:.....................................................................................................23
Questions mark includes.............................................................................................23
11) Internal-External (IE) Matrix........................................................................................................24
12) The IFE total Weighted Score.........................................................................................................24
What IE matrix suggests?.............................................................................................25

Strategic Management Project on Fatima Jinnah College of Commerce Haripur

13) GRAND STRATEGY MATRIX...................................................................................................26
Explainations

27

Quadrant I.....................................................................................................................27

THE DECISION STAGE.................................................................................28

14) THE QUANTITATIVE STRATEGIC PLANNING MATRIX (QSPM).......................................29
Result:............................................................................................................................30
Recommendations..........................................................................................................31
15) LONG TERM OBJECTIVES OF FATIMA JINNAH COMMERCE COLLEGE:.......................31
16) STRATEGIES FOR FATIMA JINNAH COMMERCE COLLEGE.............................................31
MARKET DEVELOPMENT STRATEGY......................................................................31
PRODUCT DEVELOPMENT.........................................................................................32

Strategic Management Project on Fatima Jinnah College of Commerce Haripur

OVERVIEW OF THE FATIMA JINNAH COLLEGE OF

COMMERCE
The FJ Group began Service business in education sector in the 1989. In 1994, the group member
Altaf Hussain Shah a best teacher of District Haripur opened the School and College under the
name of Kausar Public School and College, and was registered in Abbotabad board and
diversified Commerce education in 2007. And that Commerce College is registered in Peshawer
board under the name of Fatima Jinnah College of Commerce Haripur.

Fatima Jinnah College of Commerce Haripur

Type
Industry
Founded
Founder(s)
Headquarter
s
Area served
Key people

Private

Revenue
Employees
Parent

Rs. 700,000 PER MONTH

Educational

April 1, 1989
Syed Altaf Hussain Shah
Haripur, Pakistan
Haripur, Abbottabad and Manshera
Rubina Altaf -Principal

80
F.J Group

Strategic Management Project on Fatima Jinnah College of Commerce Haripur

VISION
OF
FATIMA JINNAH COLLEGE OF COMMERCE HARIPUR
VISION STATEMENT
Vision statement should answer the basic question, What do we want to become?

FATIMA JINNAH COMMERCE COLLEGE VISION STATEMENT

A 21st century college who research, service and students are a foundation of leadership for
Pakistan.

Analysis
According to this vision we can analyze that FJ College focuses on to be the number 1
college of 21st century, what will it do after that?
A mission statement should be such that is long term and what they actually want to
become in long run.

Strategic Management Project on Fatima Jinnah College of Commerce Haripur

MISSION
OF
FATIMA JINNAH COLLEGE OF COMMERCE HARIPUR

MISSION STATEMENT
The mission statement is a declaration of an organization`s reason for being, answering the
pivotal question What is our business?

Em
p lo y
P u b li e e s
c
Im a g
S ee lfConc
ept
P h il
osop
Sur
hy
v iv
al

co
m
po
ne
nt
s

Te c h
n o lo
gy
8

cus
to
me
r P ro d u c t
or
S e rv ic e s
Ma
rke
ts

Strategic Management Project on Fatima Jinnah College of Commerce Haripur

Mission statement is analyzed based on following components

FATIMA JINNAH COMMERCE COLLEGE MISSION STATEMENT

Our mission is to deliver quality education to our students by using the latest computer
technology and Motivating and enhancing the confidence of brilliant minds and fulfilling
our social and environmental responsibilities in Pakistan. We conduct our college in an
honest, fair and ethical manner. We also provide opportunities to our employees for careers
growth and employees satisfaction is our growth.

Identification of components

Customer: Brilliant minds

Product or services: provide education
Markets: Pakistan
Technology: By using latest technology (Computers)
Concern for survival, growth and profitability: Return on Quality education
Philosophy: Motivating and enhancing the confidence of brilliant minds
Self concept: Leadership
Concern for Public image: Socially responsible, serve critical needs of society
Concern for Employees: provide opportunities for career growth

Strategic Management Project on Fatima Jinnah College of Commerce Haripur

Components included in Mission Statement

Components

Review

Customer:

Product or services

Markets

Technology

Concern for survival, growth and

profitability

Philosophy

Self concept

Public image

Employees

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Strategic Management Project on Fatima Jinnah College of Commerce Haripur

The Strategy-Formulation Analytical Framework

INPUT STAGE
INTERNAL ANALYSIS OF FATIMA JINNAH COMMERCE
COLLEGE

SWOT Analysis of Fatima Jinnah College of Commerce Haripur

STRENGTH
Strengths focus on the things that we do WELL as a department.
1. Well designed course work
2. Experienced staff
3. Quality faculty (Well qualified teaching staff)
4. Library facilities to fulfill the information needs of its clients
5. Excellent Management
6. Good learning environment
7. Teaching practice
8. Team works
9. Culture of College
10. Student societies
11. Well Discipline in all field

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Strategic Management Project on Fatima Jinnah College of Commerce Haripur

WEAKNESSES
Weaknesses focus on the things we do that we need to IMPOVE.
1.
2.
3.
4.
5.
6.

Lack of professional progammes

More creativity required
No proper strictness on dresses
Gender differences
Lack of hostel facility
Lack of sports infrastructure

Internal Factor Evaluation (IFE) Matrix

NO.s

INTERNAL
STRENGTHS

WEIGHTS

RATINGS

WEIGHTED
SCORE

Well designed course

work

.1

.4

Experience staff

.15

.6

Quality of faculty

.1

.4

.02

.06

.01

.03

Good learning
environment

.1

.4

Teaching practice

.1

.3

Team works

.05

.2

4
5

Library
Excellent management

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Strategic Management Project on Fatima Jinnah College of Commerce Haripur

Culture of FATIMA
JINNAH COMMERCE
COLLEGE

.02

.08

10

Student Societies

.02

.06

11

Well discipline in all

fields

.03

NO.
s

INTERNAL
WEAKNESSES

WEIGHTS

RATINGS

WEIGHTED
SCORE

Lack of professional
progammes

.08

.08

More creativity required

.07

.28

No proper strictness on
dresses

.05

.1

Lack of hostel facility

.05

.05

Lack of sports
infrastructure

.05

.1

TOTAL

1.00

.09

3.23

IFE matrix is the internal audit of an organization. This strategic management tool evaluates
and summarizes the major strength and weaknesses of the FATIMA JINNAH COMMERCE
COLLEGE
FATIMA JINNAH COMMERCE COLLEGE weighted score of 3.23 indicate a strong
internal position.

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Strategic Management Project on Fatima Jinnah College of Commerce Haripur

The weights are industry based and ratings represent the effectiveness of firms strategy
Interpretation of ratings: 4 = superior response(major strength); 3 = above average
response(minor strength); 2 = average response(minor weakness) and 1 = poor response.
(major weakness).

EXTERNAL ANALYSIS FOR FATIMA JINNAH COMMERCE COLLEGE

The External Analysis examines forces that exist in the environment. These forces exist
independently in the environment. These forces differentiate between a strength and weakness
from an opportunity or threat.
Opportunities refer to favorable conditions in the environment that could produce
rewards for the organization if acted upon properly.
Threats refer to conditions or barriers that may prevent the firms from reaching its
objectives.

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Strategic Management Project on Fatima Jinnah College of Commerce Haripur

OPPORTUNITIES
Opportunities can create conditions that offer the potential for us to
reinforce and/or expand our strengths.
1. Growing demand for graduates
2. Very large enrollment of students
3. Research and Development
4. New programs (Computer applications)
5. More campuses
6. Moving in other regions
7. Introduce Incentive program (courses for their faculty member)
8. Recreational activities (Sports value add skills)
9. Transportation facilities
10. Full fill the society demand

THREATS
Threats may present barriers to maintaining our strengths and/or create
conditions that exacerbate our weaknesses.
1) Competitors:
Its major competitor like, SARHAD GROUP OF COLLEGES, CHINNAR
COMMERCE COLLEGE and PACE COLLEGE OF COMMERCE.
Comparing to its competitor, they are performing more marketing efforts or publicity of
their institutions. So for a success or survival in a market FATIMA JINNAH
COMMERCE COLLEGE should do some promotion activities.

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Strategic Management Project on Fatima Jinnah College of Commerce Haripur

Institution

Number of students

Academic staff

SARHAD GROUP
OF COLLEGES

500

20

CHINNAR
COMMERCE
COLLEGE

700

15

PACE COMMERCE
COLLEGE

650

24

2)
3)
4)
5)
6)
7)
8)

Gove
rnment Policies
Competitive environment
Security problem
State budget crisis
Development of another university in the area
Reliance on Temporary Faculty
Marketing & recruitment by competitors

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Strategic Management Project on Fatima Jinnah College of Commerce Haripur

NO`
S

OPPORTUNITIES

Research and Development

0.08

0.32

Innovation in education

0.05

0.1

New programs

0.06

0.18

More campuses

0.04

0.04

Moving to other region

0.07

0.28

Introduce Incentive program

0.08

0.24

Recreational activities

0.05

0.2

Transportation facilities

0.07

0.28

WEIGHTS RATING

WEIGHTED
SCORE

NO`
S

THREATS

Competitors

0.04

0.08

Government Policies

0.05

0.1

Competitive environment

0.04

0.04

Reliance on Temporary Faculty

0.03

0.09

State budget crises

0.06

0.18

Marketing & recruitment by competitors

0.05

0.1

WEIGHTS RATING

TOTAL

1.00

WEIGHTED
SCORE

2.84

EXTERNAL FACTOR EVALUATION MATRIX (EFE)

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Strategic Management Project on Fatima Jinnah College of Commerce Haripur

As total weighted score is above the average that is 2.85 this means that FATIMA
JINNAH COMMERCE COLLEGE is doing pretty well taking advantage of the external
opportunities and avoiding the threats facing the firm.
In other words we can conclude that FATIMA JINNAH COMMERCE COLLEGE
strategies efficiently and effectively take advantage of its opportunities and.
Room for improvement is there as highest weighted score is 4
Interpretation of ratings: 4 = response is superior; 3 = above average response; 2 =
average response and 1 = poor response

Competitive profile matrix (CPM)

SARHAD
GROUP OF
COLLEGES

CHINNAR
COMMERCE
COLLEGE

FATIMA
JINNAH
COMMERCE
COLLEGE

Competitive Factor

Faculty

Weight

Rating

score

Rating

score

Rating

score

0.17

0.68

0.51

0.51

0.03

0.12

0.09

0.09

0.07

0.04

0.14

0.14

0.09

0.27

0.18

0.18

0.07

0.28

0.07

0.28

0.06

0.24

0.12

0.24

Library

Transportation

Hostel accommodation

Campus Facility

Mosque

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Strategic Management Project on Fatima Jinnah College of Commerce Haripur

Security
0.08

0.32

0.24

0.32

0.13

0.52

0.52

0.39

0.12

0.48

0.36

0.36

0.21

0.10

0.12

Minor merit scholarship

Strengths S

Weaknesses W

Degree progammes

Opportunities O
Administration/management

W1O1 Strategies

0.07
3
0.21
3
0.21
Open new campus
Start new progammes to
create professional
graduates
0.05
4
0.20
3
0.15

Online services

Threats
T centre
Emergency
medical
Total

S2O2 Strategies

S3T3 Strategies
0.06
4
0.24
Hire more qualified
teaching staff to
1.00compete the
3.60
opponent

W5T5 Strategies
2
0.12
Hire hostel facility

Sarhad College of Commerce is Leader.

FATIMA JINNAH College of Commerce is Challenger.
Chinnar College of Commerce is follower.

THE MATCHING STAGE

SWOT MATRIX

19

2.71

2.98

Strategic Management Project on Fatima Jinnah College of Commerce Haripur

Strategic Position and Action Evaluation { SPACE} Matrix

FINANCIAL STRENGTH
Return on Assets
Liquidity
Profitability
Debt-Equity Ratio

4
2
3
4

Total

13

INDUSTRY STRENGTH
Ease of entrance
Market conditions
Cost of new entrance
Saturation level

2
4
4
5

Total

15

COMPETITIVE ADVANTAGE
Innovation
Leadership
Strong culture
Global reach

-1
-2
-2
-4

Total

-9

ENVIRONMENTAL STABILITY
Political stability
Govt. Regulations
Infrastructure available
Incentives provided

-2
-2
-1
-3

Total

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Strategic Management Project on Fatima Jinnah College of Commerce Haripur

FP

CP

IP

+6
+5

Conservative

Aggressive

+4
+3
+2
+1

+1.

21

Current
Strategic
Position

Strategic Management Project on Fatima Jinnah College of Commerce Haripur

-6

-5

-4

-3

-2

-1

+1

+2

+3

+4 +5 +6

-1
+1.

-2
-3
-4

Defensive

Competitive

-5
-6
SP
SPACE Matrix
Above SPACE Matrix shows that Fatima Jinnah College of Commerce should
adopt Marketing development and Marketing Penetration Strategy.

BCG MATRIX OF FATIMA JINNAH COMMERCE COLLEGE

BCG Matrix is also known as, Boston Consulting Group Matrix, BCG Growth-Share Matrix or
Matrix Quadrants.

FATIMA JINNAH COMMERCE COLLEGE NOW HAS THREE SECTIONS:

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Strategic Management Project on Fatima Jinnah College of Commerce Haripur

D.Com
D.B.A
B.COM
Using this information BCG matrix can be constructed placing each of these Schools in one of
the four sections of the matrix
The placement is done based only on two factors that are:-

R
l

M
a

e
a
e

g m
a
h

B.COM

w k

r
t

h
r

POSITION IN
BOSTAN
CONSULTING
GROUP (BCG)
MATRIX:

D.B.A

High
D.COM

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Strategic Management Project on Fatima Jinnah College of Commerce Haripur

Market Growth

Low

High

Low
Market Share

Reasons for placing FATIMA JINNAH COMMERCE COLLEGE schools in

different section of matrix
Stars include:
The FATIMA JINNAH COMMERCE COLLEGE in B.Com
o High market share in growing market.
o If share is kept, and more investment is done it can grow in cash cow.
o Are leaders in business but still they need a lot of support for its placement.

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Strategic Management Project on Fatima Jinnah College of Commerce Haripur

Cash cow includes:

In D.Com
o This section is in the position of high market share in a mature market.
o It is generate lot of cash flow and have high profit margin.

Questions mark includes:

In D.B.A
o As a new section it has very low market share.
o Goal is to capture more market by starting different progammes.
o Demand is high but being new in market it has low market share.
o High investment is needed to turn it to a star otherwise it will move in dog section.

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Strategic Management Project on Fatima Jinnah College of Commerce Haripur

Internal-External (IE) Matrix

The internal external matrix is another strategic management tool used to analyze
working conditions and strategic position of business. It is based on an analysis of
internal and external business factors which are combined into one suggestive model.
The IE matrix is a continuation of the EFE matrix and IFE matrix models
The IFE total Weighted Score

STRONG

AVERAGE

(3.23)

3.0 to 4.0

WEEK

2.0 to 2.99

1.99
I

II

III

IV

VI

VIII

IX

HIGH
3.0 to
4.0

The EFE Total Weighted

(2.84)

Score

FJ

MEDIUM
2.0 to 2.99

College
VII

LOW
1.0 to
1.99

Quadrant I, II, IV are described as grow and build

Quadrant III, V, VII is described as hold and maintain

Quadrant VI, VIII, IX is described harvest and divest

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1.0 to

Strategic Management Project on Fatima Jinnah College of Commerce Haripur

Point in IE matrix where FATIMA JINNAH

according to our previous described IFE and EFE matrix.

COMMERCE COLLEGE lies

What IE matrix suggests?

The IV quadrant in which the FATIMA JINNAH COMMERCE COLLEGE is placed indicates that
Hold and Maintain-type strategies are most appropriate. So FATIMA JINNAH COMMERCE
COLLEGE should adopt following strategies.
1. Market penetration
2. Market development
3. Product development

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Strategic Management Project on Fatima Jinnah College of Commerce Haripur

GRAND STRATEGY MATRIX

Grand Strategy Matrix has emerged into a powerful tool in devising alternative strategies. This
matrix is basically based on four important elements:
Rapid Market Growth
Slow Market Growth
Strong Competitive Position
Weak Competitive Position

Rapid market growth

Quadrant II

Quadrant I

Fatima Jinnah College of Commerce

Haripur

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Strategic Management Project on Fatima Jinnah College of Commerce Haripur

Weak
Competitive
Position

Quadrant III

Quadrant I V

Strong
Competitive
Position

Slow market growth

Explanations
Quadrant I

FATIMA JINNAH COMMERCE COLLEGE is placed in quadrant one of the Grand

Strategy Matrix because it is in a strong competitive position and flourishing with rapid
market growth.
It is in excellent strategic position and need to concentrate on current markets and
products.
Concentration on current markets and products reveals the adoption of strategies such as
o Market Penetration
o Market development
o Product development strategy.

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Strategic Management Project on Fatima Jinnah College of Commerce Haripur

THE DECISION STAGE:

THE QUANTITATIVE
(QSPM)

STRATEGIC

PLANNING

MATRIX

The two alternative strategies for FATIMA JINNAH COMMERCE COLLEGE:

Market development
Product development
Sum of total attractiveness scores of 3.1 versus 2.88 that the analysis indicates FATIMA
JINNAH COMMERCE COLLEGE should do Market Development by opening new
campus/gaining market share.
Use of the dashes indicates that these factors do not affect the strategy being considered.
The range of the attractiveness scores (AS) is 1=not attractive; 2=somewhat attractive;
3=reasonably attractive; and 4=highly attractive.

QSPM for FATIMA JINNAH COMMERCE COLLEGE

Strategic Alternatives

KEY FACTORS

Market Development
(OPENING NEW
CAMPUS/GAINING MARKET
SHARE)

30

PRODUCT DEVELOPME
(OFFERING NEW PROGRA

Strategic Management Project on Fatima Jinnah College of Commerce Haripur

STRENGTHS

Weight

AS

TAS

AS

TAS

0.1

0.4

0.4

0.15

0.6

0.45

Quality of faculty

0.1

Library

0.02

Excellent
management

0.01

Good environment

0.1

0.4

0.2

0.1

0.3

0.4

0.05

0.2

0.15

0.02

0.02

Well discipline in all

fields

0.03

0.12

Learning
Environment

0.07

0.21

0.28

Lack of professional
progammes

0.08

More creativity

0.05

Well designed course

Experience staff

Teaching practice
Team works
performance teams
Culture of FATIMA
JINNAH
COMMERCE
COLLEGE
Student Societies

0.09

WEAKNESS

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Strategic Management Project on Fatima Jinnah College of Commerce Haripur

required
No proper strictness
on dresses

0.05

Lack of hostel facility

0.05

0.1

0.1

TOTAL

OPPORTUNITES
Research and
Development

0.08

0.32

0.24

Innovation in
education

0.05

New programs

0.06

0.18

0.12

More campus

0.04

Introduce
Incentive program

0.08

Recreational
activities

0.05

Transportation

0.07

Moving to other
region

0.07

Highly TechEnvironment By
Competitors

0.04

0.08

0.12

Government Policies

0.05

Competitive
environment

0.04

0.04

0.12

Reliance On
Temporary Faculty

0.03

State budget crises

0.06

0.18

0.18

THREATS

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Strategic Management Project on Fatima Jinnah College of Commerce Haripur

Marketing &
Recruitment By
Competitors
TOTAL

0.05

1.00

3.1

2.88

Result:
FATIMA JINNAH COMMERCE COLLEGE should follow the strategy of opening new

campus/gaining market share as it is having the highest score of 3.1.this means FATIMA
JINNAH COMMERCE COLLEGE should build new campuses in different places and gain in
market share.

Recommendations
LONG TERM OBJECTIVES OF FATIMA JINNAH COMMERCE
COLLEGE
Offering basic training in the field of Management and Science as well as in certain professional
fields.
Discovering and organizing new knowledge through research
Provide high standard education in the most efficient manner to develop and provide outstanding
future assets/managers to organizations
Maintain the quality of education that is is providing at present
Focusing on the opportunities and facing the threats in efficient manner

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Strategic Management Project on Fatima Jinnah College of Commerce Haripur

STRATEGIES FOR FATIMA JINNAH COMMERCE COLLEGE

By analyzing the objectives, following strategies are in consideration:
Market Development Strategy
Product Development

MARKET DEVELOPMENT STRATEGY

Market development means to expand the total market of the company or organization. FATIMA
JINNAH COMMERCE COLLEGE needs to increase the market development because FATIMA
JINNAH COMMERCE COLLEGE has only one main campus in Haripur. Now the time is to
increase, develop and expand it into different cities like Abbottabad, Manshera etc and also in
Islamabad because FATIMA JINNAH COMMERCE COLLEGE mission is to become the
number 1 in business in Pakistan.

PRODUCT DEVELOPMENT

FATIMA JINNAH COMMERCE COLLEGE is already running following courses

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Strategic Management Project on Fatima Jinnah College of Commerce Haripur

DB
. .
CC
oo
mm
/
D
.
B
.
A

In order to develop more products FATIMA JINNAH COMMERCE COLLEGE can start
offering new products as its competitors are offering these courses like:

B.B.A (Hons)
B.Com(Hons)
M.B.A
M.Com etc

THE END

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