Analysis and Strategy

¨Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.¨ - Sun Tzu

Where strategy is defining the goals and objectives that further your organization’s interests in a broad sense, tactics are the proper leveraging of the resources at your disposable to reach the objectives and goals set by your strategy. Tactics is how you wish to attain the best results for your strategy, which in turn embodies what you want to attain and why you want to attain it.

The communists in China won because Mao Zedong followed the following philosophy, Strategy: one against ten, Tactics: ten against one. It meant even though his enemies far outnumbered him in the war, he only chose the battles where he could attain a superior numerical force over the enemy. This demonstrates perfectly the inter-dependency between strategy and tactics. It also shows that strategy works best when founded in reality and facts because it leads to tactics that make use of the resources you actually have instead of those you would like to have or think you have.

Businesses need a clear vision of what they intend to achieve and how to achieve it.

Analyses are vital to understanding your business and your customer.

We will need to quickly identify the core values upon which your business is built, the vision by which it is guided into the future and perhaps most importantly, why does your company exist? What is its social purpose, its function and what are its goals and objectives?

Using this information we can begin a series of analyses which will help us determine your relative strengths, weaknesses, opportunities and threats (SWOT-analysis) while drawing a broad picture of forces outside of your business that influence it (Political, Economic, Social, Legal, Environmental and Regulatory abreviated PESTLE R analysis). We also perform the (niche) market you are in, segmentizing it in accordance to the demographics which make up your clientele (Customer Analysis).

It is often repeated that 80% of business comes from 20% of your clients, understanding who they are and who you are and what that relationship means will greatly increase the effectiveness of your marketing efforts. It will also inevitably lead to more satisfied customers because of an increased mutual understanding making the dialogue easier to maintain and a company narrative more suited to your audience.

Another great quote by Sun Tzu illustrates the necessity of self-awareness and awareness of your competitors:

If you know the enemy and know yourself, you need not fear the result of a hundred battles”

Formulating a successful strategy can not be done without first analyzing your strengths and weaknesses, your current capabilities and then assessing the market in which you operate and the various competitors in it. Only afterwards can we help you formulate a strategy that is founded on a realistic interpretation of your capabilities.

Your strategy should moreover be effective at communicating to your management and employees the common goals and objectives that ought to be attained, contributing to a common experience and a sense of purpose. A work climate in which your employees feel involved and useful to the overall progression of your strategy inspires your managers and employees to come up with tactics that assure you take the right steps towards your long term destination.

We believe too many small to medium businesses are floating in their markets without direction or purpose, unable to translate their interests into effective marketing efforts and unable to connect with their clientele. This is in my opinion partly to blame on either underdeveloped strategies, a complete absence of strategy or a strategy that is founded upon unrealistic beliefs that lead to wasteful and inefficient tactics.

This is why we want small to medium sized companies to come and sit with us and draw up a new strategy ready for the future. We will perform a SWOT-analysis of your company, a market analysis and inquire you about your theory of business. Then we will make a profile of your customers and find out more about their interests and key characteristics.

We believe your customer is your main source of revenue and thus a thorough understanding of who that is can help you translate relevant customer communication operations or marketing efforts into a language your customers best understand.

Based on who you currently are, what your company wants to achieve for its customers, why it wants to and who your competitors and customers are, we can formulate an effective long term strategy for your business.