Please have a look at the well-designed strategy process that consulting firm Winfried Kempfle Marketing Services uses in strategy projects. The strategy process shows phases and milestones as well as main tasks to be performed in order to develop or im-prove a company´s strategy. The process is focused on strengthening the company´s competitiveness. It also shows strategy tools that should be applied to perform strategic planning processes in an efficient way.

1. Strategy Processes
In Industrial Practice
Strategic Management and Marketing Practices
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2. Core Elements Of Strategy Processes
Strategy
Analysis Definition Implementation
Analysis and Forecast Strategy Development Planning of Measures
of Market Positioning  Vision / Mission  Responsible Persons
 Market Segments  Strategic Success  Deadlines
 Customers Position  Priorities
 Competition  Market Strategy  Feasibility
 Environment  Business Strategy  Risk Analysis
 Portfolio Analysis
+ + +
Internal Analysis Target Setting Project Planning and
 Handling of the  Strategic Goals Project Organization
Market  Measures
 Processes  Operational Targets
 Employees
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3. The Strategy Development Process –
Phases And Milestones
Development Evaluation Strategy
Strategic Strategic
of Strategic of Strategic Implemen-
Analysis Forecast
Options Options tation
S1 S2 S2 S4 S5
Strategic
Initial Situation Future Trends Spezific Criteria Action Plans
Dimensions
 Main Markets  Key Markets  Markets  Resources  Goals
 Competition  Market Trends  Customers  Capabilities  Indicators
 Environment and Drivers  Product Mix  Skills  Measures
 Strengths /  Performance  Growth  ROI  Project
Weaknesses Drivers Management
 Competition  Time Frame
 Performance  External Factors  Implementation
 Partners  Risks
(Laws, Regula- Controlling
 Market Position  Technologies
tions, etc.)
Strategy
realized
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4. Market And Competitive Analyses As Main
Parts Of The Strategic Analysis
Customer Demand
Market / Competitor
Business
Technology Behaviour
Strategy
Development
Own Position
Strengths / Weaknesses
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5. Sector Analysis –
Porter´s „Five Forces“ Model
Potential
Competitors
Threat
of New
Entrants
Rivalry Among
Bargaining Bargaining
Suppliers Power Power Buyers
Existing Firms
Threat
of Sub-
stitutes
Substitute
Products
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6. SWOT Analysis – Practice
Internal Analysis
SWOT
Analysis Strengths Weaknesses
S/O Strategy: W/O Strategy:
Evaluate chances that are well in line Eliminate weaknesses to better make
with the strenghts of the company use of new opportunities
Oppor-  Which strengths go with which  Where can chances evolve from
tunities chances? weaknesses?
External Analysis
 How can strengths be utilized to better  How can weaknesses be changed into
realize chances? strengths?
S/T Strategy: W/T Strategy:
Utilize strengths to avert threats Create measures to avoid that existing
 Which threats can be fought by which weaknesses become aims of external
strengths? threats
Threats
 How can existing strengths be used to  Which weaknesses do exist?
avoid certain risks?  How can disadvantages be averted?
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7. Life Cycle Analyses – Practice
Life Cycle Phases
150
Introduction Growth Maturity Saturation
100
Sales
50
0
0 2 4 6 8 10 12 14 16
Time / Periods (Years, Quarters, …)
Reference objects of the analysis Objectives of the analysis
 Industry sectors  Determine the position of the considered
 Markets reference objects (e.g. produkts at the market)
 Technologies  Analize the expected life cycle
 Single products  Derive appropriate strategic & marketing
 Product groups measures for each life cycle phase
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8. Portfolio Analysis According BCG –
Determination Of Competitive Position
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9. Basic Strategy Options –
Product Market Matrix by Ansoff
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10. Standard Strategies Of Various Strategy
Concepts
Strategy Concepts Potential Strategic Directions (Standard Strategy)
 Cost Leadership
Sector Analysis  Differentiation  Forward Integration
(Porter)  Cost Focus  Reverse Integration
 Differentiation Focus
 Investment Strategy
 Offensive Strategy
Portfolio Analyses  Growth Strategy
 Defense Strategy
(BCG / McK)  Exploitation Strategy
 Transition Strategy
 Divestment Strategy
Product Market Matrix  Market Penetration  Product Development
(Ansoff)  Market Development  Diversification
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11. Top-down Specification Of Strategic Goals
Questions
What is the main objective
of the organization?
Strategic
Goals
Which are the drivers
to reach the goals?
Drivers
How to measure
success? Measures
(Key Performance Indicators)
Which target values
should be achieved,
and when? Target Values
Who is responsible to
reach the goals? Responsibilities
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12. Balanced Scorecard As Tool For Strategy Development
And Implementation Controlling
Financial Perspective
Mea-
Goal KPI Target sure
Customer Perspective Processes Perspective
Mea-
Vision Mea-
Goal KPI Target Goal KPI Target
sure and sure
Strategy
Employee Perspective
Mea-
Goal KPI Target sure
KPI = Key Performance Indicator
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13. Main Tasks Of Market And Competitive
Analyses
Market Analyses Competitive Analyses
Customer Market Market
strategically tactically
Analyses Forecasts Positions
 Buying Decision  Market Trends  Market Shares  Competitor  Product / Feature
Criteria  M. Segments  Dynamic of the Profiles Comparisons
 Customer Satis-  Market Volume Market Position  C. Strategy  Unique Selling
faction  Market  C. Position Propositions
 Market Growth
 Buying Behaviour Penetration  Key Business  Selling
 M. Attractivity
 Demand Analysis  Competitive Data Arguments
 M. Potential
 Buying Power Advantages  Portfolio  Competitor News
 Customer
 Price Sensitivity  Soft Facts  Competitor
Structure
Weaknesses
 Promotion Impact  Sales Channels
 Sales Support  Support of Strategy Development  Sales Support
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14. A comprehensive strategy analysis
presentation with detailed explanations of
the practices and numerous practical
examples is available on request.
(currently available only in German)
Please use the contact form to order the
presentation
http://www.strategie-und-planung.de/kontakt.html
Note: This presentation is available only for a small charge because of the benefits of the huge amount of information and the
multitude of examples, etc. The current price list of the documentation can be seen at
http://www.strategie-und-planung.de/mediapool/92/922449/data/Preise/Preisliste_Doku-Tools-20110101.pdf
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