A strategic business unit (SBU) is an independently managed division of a large organization with its own vision, mission, and objectives. A strategic business unit is a division responsible for managing its own strategy and bottom line and in some cases, is operated as a completely separate business. In some cases, SBUs encompass teams within an organization that share operational and administrative functions.
Understanding a strategic business unit
Many strategic business units are large enough to support functional departments such as human resources and training.
Despite enjoying some degree of autonomy, each unit must still report directly to company headquarters.
Some of the main characteristics of a strategic business unit include:
The competition is clearly and concisely identified.
A unique objective that differentiates it from the rest of the organization or other business units.
A well-defined and well-researched target market, and
The separation of businesses or grouping of similar businesses provided there is scope for autonomous planning and functioning.
General Electric was one of the first companies to implement SBUs in the 1960s.
Today, the company contains approximately 49 separate strategic business units in energy, finance, software, water, and healthcare, among many others.
Strategic business unit examples
Strategic business units can be defined according to the following:
Product
Large companies can be split into smaller divisions based on the product category.
For example, an automobile manufacturer may split its product divisions into luxury sedans and off-road vehicles.
Having this kind of division might help to have a dedicated team for each product.
And the advantage of it might be that each of those products gets dedicated resources.
However, depending on the market size the product is tackling, it might lose priority in the organization.
Take the case of a large company launching an experimental product in an area of the business far from its core product.
In that case, no only that business unit will get minimal resources. But they might get utterly de-prioritized as most of the executive team sees the new product line as distracting.
So to work out, this sort of division based on the product must get priority also from top executives.
Location
Strategic business units are also useful for global organizations operating in many different markets.
The same automobile company may have a North American and European SBU to manage each region’s various rules, regulations, and consumer preferences.
This sort of organizational structure tackles different markets with different contexts.
It’s critical, though, that while each market operates independently, there is thought coordination between the various geography, as transfer learning within the organization.
Customer segment
Some companies, such as banks, may have separate business units for high-net-worth customers and small business loans.
This type of organizational structure is also suitable to prevent the company lose track of its core customer base, which finances the business.
Innovation
Tech companies may also create new SBUs for innovations they do not expect to see a return on in the short term.
This organizational structure is compelling to bet into areas that ultimately move beyond the core business.
They call for a potentially renewed business model.
In general, any organization should have innovation units, which are like small startups within organizations, which not only act independently but also have the freedom to build their own culture.
Indeed, since startups often operate within a counter-culture environment, enabling these innovation units to operate in the proper context is critical for them to succeed.
Advantages and disadvantages of strategic business units
Let’s now take a look at some of the general advantages and disadvantages of strategic business units.
Advantages
Profitability
When strategic business units can create their own value propositions for their respective target audiences, there is a higher likelihood of profitability.
This likelihood is further enhanced since each SBU operates under a budget based on its own specific requirements.
Decision-making
When faced with challenges or obstacles, management within each strategic business unit can focus on their immediate concerns and make rapid decisions that do not impact the organization as a whole.
Longevity
With markets become increasingly dynamic, only the most adaptable businesses will survive over the long term.
The SBU structure allows each subunit to evolve as marketplace or consumer demographics evolve.
Again, these changes in strategy can be made without negatively impacting the broader organization.
Disadvantages
Complexity
Creating semi-autonomous SBUs that still work to further organizational objectives can be a complex task.
Factors that need to be considered include culture, market conditions, short and long-term goals, brand messaging, and resource utilization.
Competition
In some cases, one strategic business unit may compete with another unit from the same organization.
While it is possible for a company to dominate its market with an umbrella of products, the potential for so-called product cannibalization exists.
Cost
Strategic business units are also costly to implement.
With each new unit requiring management, branding, recruitment, accounting, and other personnel, the organization must fill a range of positions many times over.
Key takeaways
A strategic business unit is an independently managed division of a large organization with its own vision, mission, and objectives.
A strategic business unit is commonly product, location, customer segment, or innovation-based. A company can create a strategic business unit in any situation provided there is a clear and unique target market and competitive presence. There must also be scope for the separation or grouping of business activities that can function autonomously.
Strategic business units improve decision-making, profitability, and increase the likelihood of company longevity. However, they are costly and complex to implement and may result in product cannibalization.
What are some examples of strategic business units?
Strategic business units can usually be organized based on the following:
Product: with a company organizing strategic units based on product division.
Location: with business units organized around various geographies.
Customer segment: with strategic units organized around high-net-worth customers vs. smaller segments.
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4 Timeframe: project managers might be focused on short-term goals, whereas program managers might be more aligned on long-term objectives as they have to ensure success on multiple projects.
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Sony has a matrix organizational structure primarily based on function-based groups and product/business divisions. The structure also incorporates geographical divisions. In 2021, Sony announced the overhauling of its organizational structure, changing its name from Sony Corporation to Sony Group Corporation to better identify itself as the headquarters of the Sony group of companies skewing the company toward product divisions.
Facebook is characterized by a multi-faceted matrix organizational structure. The company utilizes a flat organizational structure in combination with corporate function-based teams and product-based or geographic divisions. The flat organization structure is organized around the leadership of Mark Zuckerberg, and the key executives around him. On the other hand, the function-based teams based on the main corporate functions (like HR, product management, investor relations, and so on).
Google (Alphabet) has a cross-functional (team-based) organizational structure known as a matrix structure with some degree of flatness. Over the years, as the company scaled and it became a tech giant, its organizational structure is morphing more into a centralized organization.
Tesla is characterized by a functional organizational structure with aspects of a hierarchical structure. Tesla does employ functional centers that cover all business activities, including finance, sales, marketing, technology, engineering, design, and the offices of the CEO and chairperson. Tesla’s headquarters in Austin, Texas, decide the strategic direction of the company, with international operations given little autonomy.
McDonald’s has a divisional organizational structure where each division – based on geographical location – is assigned operational responsibilities and strategic objectives. The main geographical divisions are the US, internationally operated markets, and international developmental licensed markets. And on the other hand, the hierarchical leadership structure is organized around regional and functional divisions.
Walmart has a hybrid hierarchical-functional organizational structure, otherwise referred to as a matrix structure that combines multiple approaches. On the one hand, Walmart follows a hierarchical structure, where the current CEO Doug McMillon is the only employee without a direct superior, and directives are sent from top-level management. On the other hand, the function-based structure of Walmart is used to categorize employees according to their particular skills and experience.
Microsoft has a product-type divisional organizational structure based on functions and engineering groups. As the company scaled over time it also became more hierarchical, however still keeping its hybrid approach between functions, engineering groups, and management.
Gennaro is the creator of FourWeekMBA, which reached about four million business people, comprising C-level executives, investors, analysts, product managers, and aspiring digital entrepreneurs in 2022 alone | He is also Director of Sales for a high-tech scaleup in the AI Industry | In 2012, Gennaro earned an International MBA with emphasis on Corporate Finance and Business Strategy.
