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Strategic Evaluation Lecture Notes

Evaluation Criteria: Keep it SAFe – Suitability, Acceptability, and Feasibility
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See slide to see suitability of strategic options – for assignment
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Why do we need to evaluate the success of strategies?
• Marketing represents a cost, therefore reasoned evidence for a particular
investment is key
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g
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• Need top level approval for marketing strategy, evaluation procedures
can help secure that
• Helps demonstrate contribution of marketing to bottom line;
consideration of stakeholders
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Has to address the key issues/opportunities in external
environment and internal capabilities
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Suitability
• Does a proposed strategy address the key opportunities and constraints
an organisation faces?
• Concerned with whether a strategy addresses they key issues relating the
strategic position of an organisation – you should know what your weak
and strong at
• Match the environmental conditions , company’s strategic capability
Acceptability
• Does a proposed strategy meet the expectations of stakeholders?
• Is the level of risk acceptable?
• Will stakeholders accept the strategy?
• Is concerned with the expected performance outcomes of strategy

Return that stakeholders expect, these can be financial and non financial,
e
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Corporate responsibility, how you are portrayed
• Financial Returns: ROCE (Return on capital employed), payback period –
what is the period in time that you are going to get your money returned
• All about forecasting - different options will get you a different turn
• Risk – risk concerns the extent to which the outcomes of a strategy can be
predicted
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g
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Sensitivity
Analysis – sensitivity of each…
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Each option will impact stakeholder groups differently, can priorites
stakeholders interests
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e whether an organisation has the capabilities to deliver a strategy
• TWO key questions: Do the resources and competence currently exist to
implement the strategy effectively? If not cant they be obtained?
• Financial fesibility – three questions to ask – SEE SLIDE
• People & Skills – Critical issues that need to be considered – SEE SLIDE

E
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Tyrrells – identified a threat to their potato farm business by the power of
buyers (large retailers/manufactures) and leveraged its capabilities around high
quality potato farming methods, to set up Tyrrells crisps in 2002
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– See slide

TOWS
E
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teased out 10 options from TOWS
You then need to apply SAFe
You need to look out what you look at
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Start with TWO to identify options then use SAFe based on information you have
on hand
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It’s a guiding process

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