A strategy for an entire business or corporation, including groups or portfolios of companies, where commercial success is the primary goal.
We are clear on where we derive advantages (synergies) from being a group - and on any disadvantages
We have an up-to-date assessment of our strengths and weaknesses (e.g. with: products and services, R&D pipeline, cost base, brand and reputation, channels and distribution capabilities, etc.)
We have an up-to-date assessment of external opportunities and threats (e.g. competition, technology change, regulatory change, market demand, economic change, etc.)
We are clear how business performance will be impacted if we don’t act to address the issues and opportunities resulting from (1) to (3) above
All key stakeholders agree on the rationale and priorities for action (i.e. case for change)