David - sm17 - PPT - 06

Strategic Management Concepts: A
Competitive Advantage Approach,

Concepts and Cases
Seventeenth Edition
Chapter 6
Strategy Analysis and Choice
Copyright © 2020, 2017, 2015 Pearson Education, Inc. All Rights Reserved
Learning Objectives (1 of 2)
6.1 Describe the strategy analysis and choice process.
6.2 Diagram and explain the three-stage strategy-formulation
analytical framework.
6.3 Construct and apply the Strengths-Weaknesses-
Opportunities-Threats (SWOT) Matrix.
6.4 Construct and apply the Strategic Position and Action
Evaluation (SPACE) Matrix.
6.5 Construct and apply the Boston Consulting Group (BCG)
Matrix.
Learning Objectives (2 of 2)
6.6 Construct and apply the Internal-External (IE) Matrix.
6.7 Construct and apply the Grand Strategy Matrix.
6.8 Construct and apply the Quantitative Strategic Planning
Matrix (QSPM).
6.9 Explain how to estimate costs associated with
recommendations.
6.10 Discuss the role of organizational culture in strategic
analysis and choice.
6.11 Identify and discuss important political considerations in
strategy analysis and choice.
Figure 6.1 The Comprehensive, Integrative
Strategic-Management Model
Source: Fred R. David, “How Companies Define Their Mission,” Long Range Planning 22, no. 1 (February
1989): 91. See also Anik Ratnaningsih, Nadjadji Anwar, Patdono Suwignjo, and Putu Artama Wiguna, “Balance
Scorecard of David’s Strategic Modeling at Industrial Business for National Construction Contractor of
Indonesia,” Journal of Mathematics and Technology, no. 4, (October 2010): 20.
The Process of Generating and
Selecting Strategies (1 of 3)
• A manageable set of the most attractive alternative
strategies must be developed.
• The advantages, disadvantages, trade-offs, costs, and
benefits of these strategies should be determined.
• Identifying and evaluating alternative strategies should
involve many of the managers and employees who earlier
assembled the organizational vision and mission
statements, performed the external audit, and conducted
the internal audit.
• Alternative strategies proposed by participants should be
considered and discussed in a series of meetings.
• Proposed strategies should be listed in writing.
• When all feasible strategies identified by participants are
given and understood, the strategies should be ranked in
order of attractiveness.
Figure 6.2 The Strategy-Formulation
Analytical Framework
A Comprehensive Strategy-
Formulation Framework (1 of 3)
• Stage 1 - Input Stage
– summarizes the basic input information needed to
formulate strategies
– consists of the EFE Matrix, the IFE Matrix, and the
Competitive Profile Matrix (CPM)
• Stage 2 - Matching Stage
– focuses on generating feasible alternative strategies by
aligning key external and internal factors
– techniques include
1. the Strengths-Weaknesses-Opportunities-Threats
(SWOT) Matrix,
2. the Strategic Position and Action Evaluation (SPACE)
Matrix,
3. the Boston Consulting Group (BCG) Matrix,
4. the Internal-External (IE) Matrix,
5. the Grand Strategy (GS) Matrix
• Stage 3 - Decision Stage
– involves the Quantitative Strategic Planning Matrix (QS
PM)
– reveals the relative attractiveness of alternative
strategies and thus provides objective basis for
selecting specific strategies
The Matching Stage (1 of 3)
• The Strengths-Weaknesses-Opportunities-Threats (SW

OT) Matrix helps managers develop four types of
strategies:
– SO (strengths-opportunities) Strategies
– WO (weaknesses-opportunities) Strategies
– ST (strengths-threats) Strategies
– WT (weaknesses-threats) Strategies
These Strategies are based on available combinations
of the Internal and External factors !
• SO Strategies
– use a firm’s internal strengths to take advantage of
external opportunities
• WO Strategies
– aim at improving internal weaknesses by taking
advantage of external opportunities
• ST Strategies
– use a firm's strengths to avoid or reduce the impact of
external threats
• WT Strategies
– defensive tactics directed at reducing internal
weakness and avoiding external threats
SWOT Matrix based strategies development
Strengths Weaknesses
Opportunities SO Strategies WO Strategies
Threats ST Strategies WT Strategies
Figure 6.3 A SWOT Matrix for a Retail Computer Store
SWOT Matrix (1 of 2)
1. List the firm’s key external opportunities.
2. List the firm’s key external threats.
3. List the firm’s key internal strengths.
4. List the firm’s key internal weaknesses.
5. Match internal strengths with external opportunities,
and record the resultant SO strategies.
SWOT Matrix (2 of 2)
6. Match internal weaknesses with external opportunities,
and record the resultant WO strategies.
7. Match internal strengths with external threats, and record
the resultant ST strategies.
8. Match internal weaknesses with external threats, and
record the resultant WT strategies.
Figure 6.4 The SPACE Matrix (1 of 3)
Source: Based on H. Rowe, R. Mason, and K. Dickel, Strategic Management and Business Policy: A
Methodological Approach (Reading, MA: Addison-Wesley Publishing Co. Inc., © 1982), 155.
• Strategic Position and Action Evaluation (SPACE)

Matrix
– four-quadrant framework indicates whether aggressive,
conservative, defensive, or competitive strategies are
most appropriate for a given organization
• Two internal dimensions (financial position [FP] and

competitive position [CP])
• Two external dimensions (stability position [SP] and
industry position [IP])
• Most important determinants of an organization’s overall
strategic position
Table 6.2 SPACE Matrix Axes (1 of 2)
Internal Strategic Position External Strategic Position

Financial Position (FP) Stability Position (SP)
Return on investment Technological changes
Leverage Rate of inflation
Liquidity Demand variability
Working capital Price range of competing products
Cash flow Barriers to entry into market
Inventory turnover Competitive pressure
Earnings per share Ease of exit from market
Price earnings ratio Risk involved in business
Example Factors That Make Up the SPACE Matrix Axes

Table 6.2 SPACE Matrix Axes (2 of 2)
Internal Strategic Position External Strategic Position

Competitive Position (CP) Industry Position (IP)
Market share Growth potential
Product quality Profit potential
Product life cycle Financial stability
Customer loyalty Extent leveraged
Capacity utilization Resource utilization
Technological know-how Ease of entry into market
Control over suppliers and distributors Productivity, capacity utilization
Source: Based on H. Rowe, R. Mason, & K. Dickel, Strategic

Management and Business Policy: A Methodological
Approach (Reading, MA: Addison-Wesley Publishing Co.
Inc., 1982); 155-156.
Steps in Performing SPACE Analysis
(1 of 4)
1. Select a set of variables to define financial position

(FP-Internal), competitive position (CP-External), stability
position (SP-Internal), and industry position (IP-External).
(2 of 4)
2. Assign a numerical value ranging from +1 (worst) to +7

(best) to each of the variables that make up the FP and IP
dimensions.
Assign a numerical value ranging from −1 (best) to −7
(worst) to each of the variables that make up the SP and CP
dimensions.
(3 of 4)
3. Compute an average score for FP, CP, IP, and SP.

4. Plot the average scores for FP, IP, SP, and CP on the
appropriate axis.
5. Add the two scores on the x-axis and plot the resultant
point on X. Add the two scores on the y-axis and plot the
resultant point on Y. Plot the intersection of the new xy
point.
(4 of 4)
6. Draw a directional vector from the origin of the SPACE

Matrix through the new intersection point.
– This vector reveals the type of strategies
recommended for the organization: aggressive,
competitive, defensive, or conservative
Figure 6.5 Example Strategy Profiles (1 of 2)
Figure 6.5 Example Strategy Profiles (2 of 2)
Source: Based on H. Rowe, R. Mason, and K. Dickel, Strategic Management and Business
Policy: A Methodological Approach (Reading, MA: Addison-Wesley Publishing Co. Inc., ©
1982), 155.
Figure 6.6 A SPACE Matrix for Facebook
X=4,0+(-3.2)=0.8; y=6.4+(-2.8)=3.6
The Boston Consulting Group (B C G) Matrix
• BCG Matrix
– graphically portrays differences among divisions of the
multidivisional firm in terms of relative market share
position and industry growth rate
– relative market share is computed with respect to
company with higher share in industry: conditional
example: Azercell has 60% of mobile communications,
Bakcell-20%. 20/60=0.333-relative market share of
Bakcell
– allows a multidivisional organization to manage its
portfolio of businesses by examining the relative
market share position and the industry growth rate of
each division relative to all other divisions in the
organization
Figure 6.7 The BCG Matrix (1 of 4)
Source: Based on the BCG Portfolio Matrix from the Product

Portfolio Matrix, © 1970, The Boston Consulting Group.
• Question Marks - Quadrant I

– Organization must decide whether to strengthen them
by pursuing an intensive strategy (market penetration,
market development, or product development) or to sell
them
– To invest or to sell
• Stars - Quadrant II
– represent the organization’s best long-run opportunities
for growth and profitability
• Cash Cows - Quadrant III

– generate cash in excess of their needs
– should be managed to maintain their strong position for
as long as possible
– high relative market share, but low growth
• Dogs - Quadrant IV
– compete in a slow- or no-market-growth industry
– businesses are often liquidated, divested, or trimmed
down through retrenchment
• Each circle is a separate division.

• Size of the circle is a proportion of corporate revenue
generated by this unit.
• Size of a pile in each circle is profit generated by the unit
• The major benefit of the B C G Matrix is that it draws
attention to the cash flow, investment characteristics, and
needs of an organization's various divisions.
• Four cells provide rough estimates.
Figure 6.8 An Example BCG Matrix
Figure 6.9 An Example BCG Matrix
Figure 6.10 The Internal-External (IE)
Matrix (1 of 2)
Source: Based on: The IE Matrix was developed from the General Electric (GE) Business Screen Matrix.
For a description of the GE Matrix, see Michael Allen, “Diagramming GE’s Planning for What’s WATT,” in
R. Allio and M. Pennington, eds., Corporate Planning: Techniques and Applications l par; New York:
AMACOM, 1979.
Figure 6.10 The Internal-External (IE)
Matrix (2 of 2)
• The IE Matrix is based on two key dimensions: the IFE
total weighted scores on the x-axis and the EFE total
weighted scores on the y-axis
• Each division should construct IFE and EFE matrices for
its part of organization
• Nine cells provide more detailed description and these
cells compose Three Major Regions for appropriate
strategy development
– Grow and build- I, II, IV
– Hold and maintain – III, V, VII
– Harvest or divest – VI, VIII, X
Figure 6.11 An Example IE Matrix
Figure 6.12 The IE Matrix
The Grand Strategy Matrix (1 of 3)
• Grand Strategy Matrix

– based on two evaluative dimensions: competitive
position and market (industry) growth
Figure 6.13 The Grand Strategy Matrix
Source: Based on Roland Christensen, Norman Berg, and Malcolm Salter, Policy
Formulation and Administration (Homewood, IL: Richard D. Irwin, 1976), 16-18.
• Quadrant I
– continued concentration on current markets (market
penetration and market development) and products
(product development) is an appropriate strategy
• Quadrant II
– unable to compete effectively
– need to determine why the firm's current approach is
ineffective and how the company can best change to
improve its competitiveness
• Quadrant III
– must make some drastic changes quickly to avoid
further decline and possible liquidation
– Extensive cost and asset reduction (retrenchment)
should be pursued first
• Quadrant IV
– have characteristically high cash-flow levels and limited
internal growth needs and often can pursue related or
unrelated diversification successfully
The Quantitative Strategic Planning
Matrix (QSPM)
• Quantitative Strategic Planning Matrix (QSPM)
– objectively indicates which alternative strategies are
best
– uses input from Stage 1 analyses and matching results
from Stage 2 analyses to decide objectively among
alternative strategies
Table 6.4 The Quantitative Strategic
Planning Matrix (QSPM)
Strategic Alternatives
Key Factors Weight Strategy 1 Strategy 2 Strategy 3
Key External Factors
Economy
Political/Legal/Governmental
Social/Cultural/Demographic/Environmental
Technological
Competitive
Key Internal Factors
Management
Marketing
Finance/Accounting
Production/Operations
Research and Development
Management Information Systems
Steps in a QSPM (1 of 2)
1. Make a list of the firm’s key external opportunities and

threats and internal strengths and weaknesses in the left
column.
2. Assign weights to each key external and internal factor.
3. Examine the Stage 2 (matching) matrices, and identify
alternative strategies that the organization should
consider implementing.
Steps in a QSPM (2 of 2)
4. Determine the Attractiveness Scores (AS).

5. Compute the Total Attractiveness Scores.
6. Compute the Sum Total Attractiveness Score.
Positive Features of the QSPM
• Sets of strategies can be examined sequentially or

simultaneously
• Requires strategists to integrate pertinent external and
internal factors into the decision process
• Can be adapted for use by small and large for-profit and
nonprofit organizations
Limitations of the QSPM
• Always requires informed judgments

• It is only as good as the prerequisite information and
matching analyses on which it is based
Table 6.5 A QSPM for a Retail
Computer Store (1 of 3)
Estimating Costs Associated With
Recommendations
• The term recommendation is used to refer to “any
alternative strategy that is selected for implementation.”
• Due to monetary and/or non-monetary constraints, no firm
can implement all alternative strategies proposed in the
matching matrices, so firms utilize the QSPM and expert
judgment to select particular strategies.
The Culture and Politics of Strategy
Choice
• Strategies that require fewer cultural changes may be
more attractive because extensive changes can take
considerable time and effort
• Political maneuvering consumes valuable time, subverts
organizational objectives, diverts human energy, and
results in the loss of some valuable employees
• Political biases and personal preferences get unduly
embedded in strategy choice decisions
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Strategic Management Concepts: A

Competitive Advantage Approach,

• The Strengths-Weaknesses-Opportunities-Threats (SW

Opportunities SO Strategies WO Strategies

Threats ST Strategies WT Strategies

• Strategic Position and Action Evaluation (SPACE)

• Two internal dimensions (financial position [FP] and

Internal Strategic Position External Strategic Position

Example Factors That Make Up the SPACE Matrix Axes

Internal Strategic Position External Strategic Position

Source: Based on H. Rowe, R. Mason, & K. Dickel, Strategic

1. Select a set of variables to define financial position

2. Assign a numerical value ranging from +1 (worst) to +7

3. Compute an average score for FP, CP, IP, and SP.

6. Draw a directional vector from the origin of the SPACE

Source: Based on the BCG Portfolio Matrix from the Product

• Question Marks - Quadrant I

• Cash Cows - Quadrant III

• Each circle is a separate division.

• Grand Strategy Matrix

1. Make a list of the firm’s key external opportunities and

4. Determine the Attractiveness Scores (AS).

• Sets of strategies can be examined sequentially or

• Always requires informed judgments

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