Strategic direction in the context of ISO 9001

ISO 9001:2015 mentions "strategic direction" in clauses 4.1, 5.1.1b), 5.2.1 a) and 9.3.1.

ISO 9000:2015 defines strategy as "plan to achieve a long-term or overall objective".

Strategy is about establishing a set of consistent rules about what to do and whom to serve, and about what not to do and whom not to serve. Adopting and following those rules sets a path, an orientation, a direction: the strategic direction.

For example, if an organization decides to serve customers that value the lowest price above all, it has to concentrate on efficiency, on volume, on big orders, and look for process innovations that reinforce those topics. Another organization, in the same economic sector, may decide to serve customers that value premium-service. These organizations are different, require different processes or are managed with different priorities in mind. Just compare the profiles, priorities, and processes of a low-cost carrier with a top of the line carrier.

Please check these two free webinars on-demand where we relate quality policy and indicators

The Process Approach - What it is, why it is important, and how to do it - https://advisera.com/9001academy/webinar/iso-9001-process-approach-free-webinar-on-demand/
Measurement, analysis, and improvement according to ISO 9001:2015 - https://advisera.com/9001academy/webinar/measurement-analysis-and-improvement-according-to-iso-9001-2015-free-webinar/
 

The following material will provide you information about strategic orientation:

• ISO 9001 – Aligning quality objectives of the QMS with the strategic direction of the company - https://advisera.com/9001academy/blog/2017/03/07/aligning-quality-objectives-of-the-qms-with-the-strategic-direction-of-the-company/
• You can look for strategic orientation example in this link https://advisera.com/books/wp-content/uploads/sites/9/2017/09/Discover-ISO-9001-through-practical-examples-EN-LookInside.pdf
• Free online training ISO 9001:2015 Foundations Course – https://advisera.com/training/iso-9001-foundations-course/
• Book - Discover ISO 9001:2015 Through Practical Examples - https://advisera.com/books/discover-iso-9001-2015-through-practical-examples/