STRATEGIC CHOICE

Analyzing
strategic
choices

Decision tree Ansoff’s

technique matrix

Force-field
analysis
 Existing Products New

Product
Market Penetration
Development

Markets

Market
Diversification
Development

Increasing risk
New
EXAMPLE: MCDONALD’S
ACTIVITY 39.1
FORCE-FIELD ANALYSIS

• Technique for identifying

• Positive factors that support a decision -> ‘driving forces’
• Negative factors that constrain decision -. ‘restraining forces’
 Allocate a
List factors List numerical Total the Discuss how
Analyze score to
driving restraining scores and success of
current each force
changed factors establish the change
situation and
towards towards • 1 = extremely whether or proposed
desired weak
desired desired change is decision can
situation • 10 =
situation situation extremely
really viable be affected
strong
EXAMPLE – PAGE 559-560
YOUR PERSONAL FORCE-FIELD
HOMEWORK: ACTIVITY 39.3
On a separate sheet of paper