Research Paper on:
Strategy Questions

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the business and identify a range of factors that are influencing it. The aim is to create an overall picture of the company in its environment in order to help  with strategic planning. There are no limits on the types of factors that can be considered in the analysis, these may include factors such as human and physical resources, market  position and brand value, the general environment, interest rates actions of competitors even influences such as trends or fashion and the weather can be included where the are relevant. The  impact aspect is the impact they will have in the company (Mintzberg et al, 2003). There are two approaches, the first is  that all aspects are listed under the relevant heading, however a more directed approach advocates that the strengths and weaknesses look at the internal or micro factors and the opportunities  and threats are the macro or external influences that the company is less likely to be able to control. The advantage of this is that it is fast and suitable  for use in not only long term planning but also brainstorming session with a variety of different involved people from board level to employees on a shop floor. This is  a very versatile tool that can be adapted to any company in any industry or be targeted towards certain aspects of strategy. The creation of the matrix is just  the start, the way the information is used is the most important aspect of the analysis. In general terms there should be the use of strengths to reduce weaknesses, take  advantage of opportunities and eliminate or reduce exposure to risk. The uses of the influences identified are the input the analysis is the way in which value is added. For