1. Session15: Evaluating Strategies
Manning School of Business
Session15: Evaluating Strategies
Dr. Mark H. Mortensen
and 212
Tues &Thurs 2:00 to 3:15
3:30 to 4:45

2. Today Attendance Discussion on evaluating strategies
Group workshop on evaluating strategies
Assignment for next class

3. Moving from SWOT to Strategy
Evaluating Strategies
Moving from SWOT to Strategy
Good target market
Take advantage of opportunities
Capitalize on company’s strengths
Work around company’s weaknesses
Fix critical weaknesses that make particularly vulnerable to key threats
Market
Evaluation
Prentice Hall 2006

4. Evaluating Strategies
The “30 Second Question”
Why should I buy something that does that …from you…now…at that price…when I already have this…and could, instead, get that in the future?
Prentice Hall 2006

5. Competitive Advantage
Evaluating Strategies
Competitive Advantage
What is the competitive advantage of your product or offering over your competitors?
Is this a short-lived advantage, or a potential long-term advantage?
Where do you go next?
Prentice Hall 2006

6. Strategic Alternatives
Evaluating Strategies
Strategic Alternatives
Generate:
Map out several different possibilities that are mutually exclusive
Within those possibilities, look at variants that can co-exist
Evaluate the possibilities and variants
Decide on the direction
Prentice Hall 2006

7. Evaluation (according to Mortensen)
Evaluating Strategies
Evaluation (according to Mortensen)
Does it violate any ‘laws of gravity’?
Do the financial numbers match the strategy?
Will it create value?
Is it large enough to be of material benefit to the company?
Is it differentiated?
Does it properly balance growth and risk?
Does it lock us in to a particular path, or leave maneuvering room?
Why might we fail?
Can it be copied easily?
Prentice Hall 2006

8. Evaluating Strategies
Ten Tests
Prentice Hall 2006

9. Evaluating Strategies
Evaluation
Prentice Hall 2006

10. Evaluating Strategies
Evaluation
Prentice Hall 2006

11. Group Workshop
Your group is a committee charged with presenting a strategy to management for growth of your company in the emerging markets of the world.
How would you go about coming up with the possible strategies?
How would you decide which strategy to present to management?

12. Strategic Management – Spring 2014