TY  - JOUR
AB  - This paper proposes a simple three‐step matrix method to assess the situations in the marketplace. First, an industry perspective matrix is developed to assess the opportunities and threats in the operating environment. Next, a competitive position matrix is constructed, to determine the strength and weakness of the strategic business unit. Then, the two are combined to produce a market situation matrix. Any firm can locate its strategic business unit into these matrices, and thereby assess its current and predicted future position in a given marketplace. This approach is very easy to implement in practice, and provides a clearer assessment of strategic options than any single decision matrix alone.
VL  - 20
IS  - 5
SN  - 0263-4503
DO  - 10.1108/02634500210441512
UR  - https://doi.org/10.1108/02634500210441512
AU  - Jan Yin‐Ching
PY  - 2002
Y1  - 2002/01/01
TI  - A three‐step matrix method for strategic marketing management
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 269
EP  - 272
Y2  - 2024/04/24
ER  -