

SWOT
Every strategy is based on a thorough situational analysis. For this, we rely on proven methods such as SWOT and portfolio analysis. Since the "classic" SWOT analysis usually does not provide new insights but rather organizes existing ones, we have developed our own methodology for SWOT analysis (see the basics in Hörschgen, Marketing Strategies, 1993). In this process, we systematically derive opportunities and threats rather than defining them a priori (see Fig. 1).
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Our approach comprises the following steps (cf. Fig. 2): At the beginning, we define trends from various environmental areas such as market, technology, society, and economy. In addition, we analyze the company's strengths and weaknesses along the value chain. Subsequently, opportunities and threats are systematically derived by matching the trends with strengths and weaknesses (Opportunity: The trend matches a strength; Threat: The trend matches a weakness). Trends are then classified (Is this rather an opportunity? Rather a threat? Or is it rather irrelevant due to no match?) and appropriate strategic questions are defined.

In the next step, business options are derived based on the strategic questions. These form the basis for the later definition of strategies. The evaluation of business options concludes the process, compiling suitable options for various strategic objectives. Our SWOT analyses are developed in both in-person and online formats. For this purpose, we create dynamic, integrated Excel models based on our proprietary methodology, enabling clients to continue working independently after the project (cf. Fig. 3).
PROFESSIONALIZING MANAGEMENT.
DEVELOPING ATTITUDE.