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Article
Publication date: 1 September 2002

Yin‐Ching Jan

This paper proposes a simple three‐step matrix method to assess the situations in the marketplace. First, an industry perspective matrix is developed to assess the opportunities…

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Abstract

This paper proposes a simple three‐step matrix method to assess the situations in the marketplace. First, an industry perspective matrix is developed to assess the opportunities and threats in the operating environment. Next, a competitive position matrix is constructed, to determine the strength and weakness of the strategic business unit. Then, the two are combined to produce a market situation matrix. Any firm can locate its strategic business unit into these matrices, and thereby assess its current and predicted future position in a given marketplace. This approach is very easy to implement in practice, and provides a clearer assessment of strategic options than any single decision matrix alone.

Details

Marketing Intelligence & Planning, vol. 20 no. 5
Type: Research Article
ISSN: 0263-4503

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