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Strategic Management 2

Assumptions
WHAT IS ASSUMPTIONS?

 ASSUMPTIONS- are those factors that are considered true, real, or

certain for the purpose of creating a shared understanding of the plan.

 Strategic assumptions may be assumptions about events that

happened in the past, what is currently happening or what may

happen in the future.


Making Assumptions

 McConkey defines assumptions as the “ best present estimates of the impact of


major external factors, over which the manager has little if any control, but which
may exert a significant impact on performance or the ability to achieve desired
results”.

 Predicted with 100 percent accuracy

 Assumptions are needed only for future trends and events that are most likely to
have a significant effect on the company’s business.

 Assumptions serves as the checkpoint on the validity of strategies.


Strategic planning is based upon 3 key
assumptions

 Environmental Forecasting

is sufficiently accurate to predict the future.

 Strategy Formulation

is a rational process; objectives can be formulated and alternatives


can be identified and optimized.

 Behavioral Dimension- can be ignored.


Forecasting Tools and Techniques

 Forecasting are educated assumptions about future trends and events.

 Forecasting is a complex activity because of factors such as technological innovation,


cultural changes, new products , improved services, stronger competitors, shifts in
government priorities, changing social values, unstable economic conditions, and
unforeseen events.

 Managers often must rely on published forecasts to effectively identify key external
opportunities and threats
Industry Analysis: The External Factor
Evaluation (EFE) Matrix
 External Factor Evaluation (EFE) Matrix allows strategies to summarize and evaluate economic, social, cultural,
demographic, environmental, political, government, legal, technological, and competitive information.

The EFE Matrix can be developed in five steps:

1. List key external factors as identified in the external-audit process.

2. Assign to each factor a weight that ranges from 0.0 (not important) to 1.0 (very important).

3. Assign a rating between 1 to 4 to each key external factor to indicate how effectively the firm’s current
strategies respond to the factor where: 4 = the response is superior , 3 = the response is above average , 2 =
the response is average and 1 = the response is poor

4. Multiply each factor’s weight by it’s rating to determine a weighted score.

5. Sum the weighted scores for each variable to determine the total weighted score for the organization.
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