Strategy
Analysis and
Choice
Chapter Six
Chapter Objectives
1. Describe a three-stage framework for
choosing among alternative strategies.
2. Explain how to develop a SWOT Matrix,
SPACE Matrix, BCG Matrix, IE Matrix, and
QSPM.
3. Identify important behavioral, political,
ethical, and social responsibility
considerations in strategy analysis and
choice.
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Chapter Objectives
4. Discuss the role of intuition in strategic
analysis and choice.
5. Discuss the role of organizational culture
in strategic analysis and choice.
6. Discuss the role of a board of directors in
choosing among alternative strategies.
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A Comprehensive StrategicManagement Model
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The Process of Generating and
Selecting Strategies
 Nature of Strategy Analysis & Choice
 Establishing long-term objectives
• Generating alternative strategies
• Selecting strategies to pursue
• Best alternative – achieve mission & objectives
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Strategy Analysis & Choice
Alternative Strategies Derive From:






Ch 7 -6
Vision
Mission
Objectives
External audit
Internal audit
Past successful strategies
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Strategy Analysis & Choice
Generating Alternatives
• Participation in generating alternative strategies should
be as broad as possible
• Alternative strategies proposed by participants should be
considered, discussed, and ranked in order of
attractiveness
Ch 6 -7
Ch 7 -7
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The Strategy-Formulation
Analytical Framework
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Comprehensive Strategy-Formulation Framework
Stage 1:
The Input Stage
Stage 2:
The Matching Stage
Stage 3:
The Decision Stage
Ch 6 -9
Ch 7 -9
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A Comprehensive StrategyFormulation Framework
 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)
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Strategy-Formulation Analytical Framework
Internal Factor Evaluation
Matrix (IFE)
Stage 1:
The Input Stage
External Factor Evaluation
Matrix (EFE)
Competitive Profile Matrix
(CPM)
Ch 6 -11
Ch 7 -11
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A Comprehensive StrategyFormulation Framework
 Stage 2 - Matching Stage
 focuses on generating feasible alternative
strategies by aligning key external and internal
factors
 techniques include the Strengths-WeaknessesOpportunities-Threats (SWOT) Matrix, the
Strategic Position and Action Evaluation
(SPACE) Matrix, the Boston Consulting Group
(BCG) Matrix, the Internal-External (IE) Matrix,
and the Grand Strategy Matrix
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Strategy-Formulation Analytical Framework
SWOT Matrix
SPACE Matrix
Stage 2:
The Matching Stage
BCG Matrix
IE Matrix
Grand Strategy Matrix
Ch 6 -13
Ch 7 -13
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Matching Key External and Internal Factors
to Formulate Alternative Strategies
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SWOT Matrix
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
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The Matching Stage
 The Strengths-WeaknessesOpportunities-Threats (SWOT) Matrix
helps managers develop four types of
strategies:




SO (strengths-opportunities) Strategies
WO (weaknesses-opportunities) Strategies
ST (strengths-threats) Strategies
WT (weaknesses-threats) Strategies
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SO Strategies
Strengths
Weaknesses
Opportunities
Threats
SWOT
Ch 7 -17
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SO
Strategies
Use a firm’s
internal strengths
to take advantage
of external
opportunities
WO Strategies
Strengths
Weaknesses
Opportunities
Threats
SWOT
Ch 7 -18
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WO
Strategies
Improving internal
weaknesses by
taking advantage
of external
opportunities
ST Strategies
Strengths
Weaknesses
Opportunities
Threats
SWOT
Ch 7 -19
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ST
Strategies
Use a firm’s
strengths
to avoid or
reduce the impact
of external
threats
WT Strategies
Strengths
Weaknesses
Opportunities
Threats
SWOT
Ch 7 -20
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WT
Strategies
Defensive tactics
aimed at reducing
internal
weaknesses &
avoiding
environmental
threats
SWOT
Matrix
Strengths
– Weaknesses –
Opportunities –
O
S
W
List Strengths
List Weaknesses
SO
Strategies
WO Strategies
List Opportunities
Use strengths to
take advantage of
opportunities
Threats – T
ST
Strategies
List Threats
Use strengths to
avoid threats
Overcoming
weaknesses by taking
advantage of
opportunities
WT Strategies
Minimize weaknesses
and avoid threats
Ch 6 -21
Ch 7 -21
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A SWOT Matrix for a Retail
Computer Store
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A SWOT Matrix for a Retail
Computer Store
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Limitations with SWOT Matrix
 Does not show how to achieve a
competitive advantage
 Provides a static assessment in time
 May lead the firm to overemphasize a
single internal or external factor in
formulating strategies
Ch 7 -24
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Strategy-Formulation Analytical Framework
SWOT Matrix
SPACE Matrix
Stage 2:
The Matching Stage
BCG Matrix
IE Matrix
Grand Strategy Matrix
Ch 6 -25
Ch 7 -25
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SPACE Matrix
Strategic Position & Action Evaluation Matrix
4-quadrants indicate whether the most appropriate
strategy is:
• Aggressive
• Conservative
• Defensive
• Competitive
Ch 6 -26
Ch 7 -26
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The SPACE Matrix
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The Strategic Position and Action
Evaluation (SPACE) Matrix
 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
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Factors That Make Up the
SPACE Matrix Axes
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Factors That Make Up the
SPACE Matrix Axes
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Steps to Develop a SPACE Matrix
1. Select a set of variables to define
financial position (FP), competitive
position (CP), stability position (SP), and
industry position (IP)
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Steps to Develop a SPACE Matrix
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
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Steps to Develop a SPACE Matrix
3.
4.
5.
Compute an average score for FP, CP, IP, and
SP
Plot the average scores for FP, IP, SP, and CP
on the appropriate axis in the SPACE Matrix
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
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Steps to Develop a SPACE Matrix
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
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Example Strategy Profiles
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Example Strategy Profiles
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Strategy-Formulation Analytical Framework
SWOT Matrix
SPACE Matrix
Stage 2:
The Matching Stage
BCG Matrix
IE Matrix
Grand Strategy Matrix
Ch 6 -37
Ch 7 -37
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The Boston Consulting Group
(BCG) Matrix
 BCG Matrix
 graphically portrays differences among
divisions in terms of relative market share
position and industry growth rate
 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
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The BCG Matrix
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The BCG Matrix
 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
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BCG Matrix
Stars
• High relative market share and high growth rate
- Best long-run opportunities for growth &
profitability
• Substantial investment to maintain or strengthen
dominant position
- Integration strategies, intensive strategies,
joint ventures
Ch 6 -41
Ch 7 -41
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BCG Matrix
Cash Cows
• High relative market share, competes in low-growth
industry
- Generate cash in excess of their needs
- Milked for other purposes
• Maintain strong position as long as possible
- Product development, concentric diversification
- If weakens – retrenchment or divestiture
Ch 6 -42
Ch 7 -42
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BCG Matrix
Dogs
• Low relative market share, competes in slow or
no market growth
- Weak internal & external position
• Liquidation, divestiture, retrenchment
Ch 6 -43
Ch 7 -43
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The BCG Matrix
 The major benefit of the BCG Matrix is
that it draws attention to the cash flow,
investment characteristics, and needs of
an organization’s various divisions
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Strategy-Formulation Analytical Framework
SWOT Matrix
SPACE Matrix
Stage 2:
The Matching Stage
BCG Matrix
IE Matrix
Grand Strategy Matrix
Ch 6 -45
Ch 7 -45
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The Internal-External Matrix
 Positions an organization’s various
divisions in a nine-cell display
 Similar to BCG Matrix except the IE
Matrix:
- Requires more information about the divisions
- Strategic implications of each matrix are
different
Ch 7 -46
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The Internal-External (IE) Matrix
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IE Matrix
 Based on two key dimensions
- The IFE total weighted scores on the x-axis
- The EFE total weighted scores on the y-axis
 Divided into three major regions
- Grow and build – Cells I, II, or IV
- Hold and maintain – Cells III, V, or VII
- Harvest or divest – Cells VI, VIII, or IX
Ch 7 -48
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The IE Matrix
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Ch 7 -50
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Strategy-Formulation Analytical Framework
SWOT Matrix
SPACE Matrix
Stage 2:
The Matching Stage
BCG Matrix
IE Matrix
Grand Strategy Matrix
Ch 6 -51
Ch 7 -51
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The Grand Strategy Matrix
 Grand Strategy Matrix
 based on two evaluative dimensions:
• competitive position and
• market (industry) growth
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The Grand Strategy Matrix
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The Grand Strategy Matrix
 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
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The Grand Strategy Matrix
 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
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Strategy-Formulation Analytical Framework
Stage 3:
The Decision Stage
Quantitative Strategic
Planning Matrix
(QSPM)
Ch 6 -56
Ch 7 -56
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A Comprehensive StrategyFormulation Framework
 Stage 3 - Decision Stage
 involves the Quantitative Strategic Planning
Matrix (QSPM)
 reveals the relative attractiveness of
alternative strategies and thus provides
objective basis for selecting specific
strategies
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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
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The Quantitative Strategic
Planning Matrix (QSPM)
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Steps in a QSPM
1.
2.
3.
Make a list of the firm’s key external
opportunities/threats and internal
strengths/weaknesses in the left column of the
QSPM
Assign weights to each key external and
internal factor
Examine the Stage 2 (matching) matrices, and
identify alternative strategies that the
organization should consider implementing
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Steps in a QSPM (cont.)
4. Determine the Attractiveness Scores (AS)
5. Compute the Total Attractiveness Scores
6. Compute the Sum Total Attractiveness
Score
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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
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Limitations of the QSPM
 Always requires intuitive judgments and
educated assumptions
 Only as good as the prerequisite
information and matching analyses upon
which it is based
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A QSPM for a Retail
Computer Store
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A QSPM for a Retail
Computer Store
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The Politics of Strategy Choice
 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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The Politics of Strategy Choice
 The hierarchy of command in an
organization, combined with the career
aspirations of different people and the
need to allocate scarce resources,
guarantees the formation of coalitions of
individuals who strive to take care of
themselves first and the organization
second, third, or fourth
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Tactics to Aid Strategists
Equifinality
Satisfying
Generalization
Focus on Higher-Order Issues
Provide Political Access on Important Issues
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Governance Issues
 Board of directors
 a group of individuals who are elected by the
ownership of a corporation to have oversight
and guidance over management and who
look out for shareholders’ interests
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Board of Director Duties and
Responsibilities
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Principles of Good Governance
1. No more than two directors are current or
2.
3.
4.
former company executives
The audit, compensation, and nominating
committees are made up solely of outside
directors
Each director owns a large equity stake in
the company, excluding stock options
Each director attends at least 75 percent of
all meetings
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Principles of Good Governance
5.
6.
7.
8.
The board meets regularly without
management present and evaluates its own
performance annually
The CEO is not also the chairperson of the
board
Stock options are considered a corporate
expense
There are no interlocking directorships (where
a director or CEO sits on another director’s
board)
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