Vision and strategy finding
Outlining a strategic orientation
The definition of both vision and strategy is essential to the corporate alignment as that process comprises the results from the interpretation of the present (strategic analysis ), the interpretation of the future environment (market and external scenarios ) and the interpretation of the own area of action (strategy scenarios ) converge. Primarily the two future perspectives are being interlocked.
The next step after the elaboration of environment and strategy scenarios is to separately examine the uncertainty in both directions. On the one hand, the external scenarios disclose the possible side conditions such as industry, market or global developments. On the other hand, the strategy scenarios clarify the own room for manoeuvre. During the creation of vision and strategy the applicability of the strategy scenarios within the external scenarios is to be assessed and visualized in a future matrix. The following two questions can be answered with the help of this matrix:
- How robust is each possible strategy?
Each row reveals how robust one complex
course of action is compared to the uncertain
environment development. In this respect the matrix contains a strategy rating. This is the case when
a strategy scenario represents the presently pursued strategy. - Which strategy scenario is suitable in a specific environment? Each column discloses which strategy scenario are suitable in a specific situation.
This second perspective at the matrix is helpful
mainly for the development of eventual strategies specific
to the scenarios.
