Strategic analysis

Recognize own strengths and weaknesses

The starting point for a successful strategic orientation is an analysis which describes the present situation by using adequate methods and instruments. For this purpose, we introduce different instruments:

• Business structure analysis: This analysis determines the products and services as well as the market segments and compares them in a business structure matrix. The outcome is an intellectual order of the business activity from which the main business units can be derived.
• Portfolio analysis: In this step the product lines, market segments and main business units are compared with each other according to external and internal criteria. The visualisation in form of product, market and business unit portfolios gives a further overview of the own business.
• Success factor analysis: Hereby, the relevant factors of competition are identified and evaluated with respect to their significance for the business success as well as the relative strength of the client. This can either  be carried out by the executives, the employees or by external persons. The analysis provides strategic success factors as well as critical success factors which require direct calls for action.
• Competitors’ analysis: This analysis identifies the most important competitors and evaluates them with respect to their central success factors.

Of course, there are many other instruments which can be combined with the mentioned approaches. The determined analyses can also be specified and deepened.