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Strategic
Assessments
This methodology enables you to assess the
current strategy of the organisation you are
working with. You may use it for pure Marketing
strategy purposes or as a means to elicit
the current strategic context of the implementation
of a future Marketing Information System.
This example is drawn from real-life. It
was related to the strategic positioning of
an e-business department.
A
so-called 'projective' method
This methodlogy is said to be
'projective' in so far as it helps you analyse
the perception of the current methodology
by those who are supposed to implement it.
The aim of this strategic assessment exercise
is to measure the extent of the current strategic
vision of the organisation's board members
and the amount of credibility of this strategy
for now and the future. It is also possible
for you to use this methodology in order to
probe larger populations; in that particular
case, you may have to change the questions
in order to fit in with your new objective.
Ideally, this assessmnent phase should be
preceded with an audit in order to analyse
the performance of the organisation under
study. Each questionnaire is of course unique,
and each strategic assessment you conduct
will have to be adapted to the particular
circumstances that prevail.
A
method based on practice
I have been able to test this
Marketing strategy methodology a few times
on the field. I used it namely in the Banking
sector in order to elicit the Internet Banking
strategy a famous UK Banking institution.
It can be adapted to other industries and
products/services.
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