The Stratlogic Approach to the Analysis of Competitive Position

Portfolio analysis has been subjected to considerable scrutiny in recent years. Describes an attempt to recast it in the light of past criticisms and the unyielding importance of competitive considerations to marketing decision making. It does not introduce another new portfolio matrix. Rather it describes a broadly based approach that gives users more control over portfolio design and analysis. Describes a data‐driven approach to the analysis of competitive position that has its origins in a portfolio‐based methodology previously described by Moutinho in 1987. The Stratlogic approach is not driven by a pre‐specified portfolio model and its derived matrix. Instead it involves users in a procedure that combines multidimensional scaling and cluster analysis. Inputs include empirical data on the scope and resourcing of marketing strategies as well as the performance of players in a defined competitive set. Describes the proposed methodology. It also draws attention to some technical and managerial issues that arise from the flexibility and control that the stratlogic approach affords the user. This work is part of a programme of funded research into the development of expert systems for areas of strategic marketing decision making.