Process of strategic management, internal analysis , strategy choice

1. MODERN STRATEGIC ANALYSIS Theme 2. Process of strategic management, internal analysis , strategy choice

Dr. Prof. Aleksandr Kozlov
25/10/2016

2. Tools for professional SWOT-analysis

2
AVK SPbPU
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

3. Tools for professional SWOT-analysis

3
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

4. Questions to be answered before check list development

4
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?

5. Questions to be answered before check list development

5
AVK SPbPU
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.

6. Recommendations

6
AVK SPbPU
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

7. Dr. Rensis Likert

7
AVK SPbPU
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”

8. Five-Point Scales: samples

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

9. Five-Point Scales: samples

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

10. Five-Point Scales: samples

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

11.

11
5
Производство
AVK SPbPU
26. Высок ли процент старого оборудования (старше
20 лет)?
27. Высок ли процент оборудования с ЧПУ?
28. Высок ли коэффициент загрузки оборудования?
29. Высок ли коэффициент готовности
оборудования?
30. Насколько велика длительность
производственного цикла?
31. Насколько велик процент времени обработки в
общей длительности производственного цикла?
26. Полнота информационной базы нормирования
производственного процесса?
27. Наличие узких мест производства и методов их
расшивки?
4
3
2
1