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Strategic groups analysis (SGA) as a tool for strategic marketing

Carlos Flavián (Faculty of Economics and Business Studies, University of Zaragoza, Spain)
Yolanda Polo (Faculty of Economics and Business Studies, University of Zaragoza, Spain)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 June 1999

Abstract

Argues in favour of the convenience of using strategic groups analysis (SGA) as a business management tool that is especially useful for strategic marketing planning. To illustrate the great versatility offered by SGA, we take as a reference the results obtained from a study of the Spanish retail grocery sector. By way of this empirical work, we analyse how SGA responds to some of the information demands considered as essential for the design of the marketing strategy of every firm (the analysis of the environment and the main alternative strategies, the attractiveness of each strategy, the analysis of rivalry, the strengths and weaknesses of firms, the threats and opportunities offered by the market, etc.). In summary, the paper shows that SGA is a powerful tool which could help managers to concentrate the activity of their firms in solid strategic options.

Keywords

Citation

Flavián, C. and Polo, Y. (1999), "Strategic groups analysis (SGA) as a tool for strategic marketing", European Journal of Marketing, Vol. 33 No. 5/6, pp. 548-569. https://doi.org/10.1108/03090569910262116

Publisher

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MCB UP Ltd

Copyright © 1999, MCB UP Limited