MODERN STRATEGIC ANALYSIS Theme 2. Process of strategic

MODERN STRATEGIC ANALYSIS Theme 2. Process of strategic management, internal analysis , strategy choice Dr. Prof. Aleksandr Kozlov 25/10/2016

Tools for professional SWOT-analysis The goal of the professional tools development is to receive the quantitative results of SWOT analysis which is necessary to fix the strategic position of your company on the strategy selection matrix 2 AVK SPbPU

Tools for professional SWOT-analysis Specified check-lists Questions for Internal Analysis According to areas to be analyzed (management functions) Questions for External Analysis GETS, PESTEL 5-forces model 3 AVK SPbPU

Questions to be answered before check list development What are your goals? What do you seek to achieve as a result of this analysis? Are you looking for a macro level perspective affecting the entire company or a micro level view of a department? How broad or narrow is the scope of your SWOT analysis? It helps to establish the scope and communicate that with the participants up front. What types of questions to you seek to answer? AVK SPbPU 4

Questions to be answered before check list development What will be the criteria for comparison for internal analysis? What is the scale to be used to digitalize the results Who are the desired participants? Is this a solo exercise or do you seek to engage a team of stakeholders, perhaps the executive team or a product team. If it’s a team SWOT analysis, here are some additional planning considerations. AVK SPbPU 5

Recommendations Scale to be used is five-level one (Likert scale) In a “good” Likert scale, the scale is balanced (equal amounts of positive and negative positions) on both sides of a neutral option, creating a less biased measurement. The actual scale labels, as well as the numeric scale itself, may vary To formulate questions in a way which helps to answer according to the options proposed by the scale AVK SPbPU 6

Dr. Rensis Likert Dr. Rensis Likert (1903 - 1981) The original idea for the Likert scale is found in Rensis Likert’s 1932 article in Archive of psychology titled “ A technique for the measurement of Attitudes”. This idea was expanded by Likert’s 1934 Journal of social psychology article titled “ A simple and Reliable method of scoring the Thurstone Attitude Scales” AVK SPbPU 7

Five-Point Scales: samples Much better Somewhat better Stayed the same Somewhat worse Much worse Very High Above Average Average Below Average Very Low Strongly Agree Agree Undecided Disagree Strongly Disagree Excellent Above Average Average Below Average Very Poor AVK SPbPU 8

Five-Point Scales: samples Very good Good Fair Poor Very poor Much higher Higher About the same Lower Much lower Almost always Often Sometimes Seldom Never Extremely Very Moderately Slightly Not at all AVK SPbPU 9

Five-Point Scales: samples Very satisfied Satisfied Neither Dissatisfied Very dissatisfied Very important Important Fairly important Slightly important Not important AVK SPbPU 10

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