ISO 9001 and strategic direction

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".

Once an organization defines its strategy it actually establishes a set of 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 innovation or design above all. These organizations are different, require different processes or are managed with different priorities in mind.

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/

Below, you can find more information about quality objectives:

• How to Write Good Quality Objectives - https://advisera.com/9001academy/knowledgebase/how-to-write-good-quality-objectives/
• What has changed with quality objectives in ISO 9001:2015? - https://advisera.com/9001academy/blog/2018/05/08/what-has-changed-with-quality-objectives-in-iso-90012015/
• 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/