Tools for the Strategic Analysis

Ralf T. Kreutzer
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Ralf T. Kreutzer: Berlin School of Economics and Law

Chapter 4 in Toolbox for Marketing and Management, 2019, pp 89-142 from Springer

Abstract: Abstract In this chapter we present a wide range of convincing instruments for the analysis. We start with the PEST or PESTEL analysis to get a better understanding of the relevant challenges of the macroenvironment. The powerful tool SWOT analysis is discussed as well. Here you will see how Porter’s classic 5 Forces analysis can be integrated in the SWOT frame. In addition the very flexible concepts of the scoring model as well as the portfolio analysis are presented. You will see how to use benchmarking and the value chain analysis to further improve the performance of your company. The customer journey map shows you where you can intervene to generate an outstanding customer experience. The digital maturity analysis helps you to identify the status quo of your digital transformation—and show the important fields of action.

Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-13823-3_4

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DOI: 10.1007/978-3-030-13823-3_4

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