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You are here: Home Your organisation Strategy for non profits External environment analysis Strategic group mapping

Strategic group mapping

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How to take a market perspective on other players.

by Caroline Copeman last modified Aug 05, 2010 03:24 PM

If you want to understand your environment and its implications in greater depth, it might be helpful to look more widely and add your beneficiary needs into the mix. In this way, you can also consider the important factors affecting other organisations in your specialist sector (perhaps health or social care), or for your field of operation (perhaps crime prevention or victim support). This is often called your strategic group.

Take the top five other players in your strategic group. List them.  Develop a profile for each:

  • What services do they provide?
  • What beneficiary group do they work with?
  • What's their impact?
  • What might their plans be for the future? How might you create greater impact by reconsidering your relationship with them?

It's important not only to think about who these other players are, but also about the marketplace you each work in and how this could affect your future strategies. To help with this, think about the two most important factors driving success (or ensuring outcomes) for your service users or beneficiaries. Examples that people sometimes come up with are:

  • being able to access the service immediately
  • having all their needs met in one place
  • having a tailored service based on their unique needs.

You will have your own factors for your beneficiaries.  Once you've picked the top two, draw up a matrix showing each factor as in the example below.

Example of strategic group map

Example of strategic group map

Description of the diagram

The diagram shows a square divided into quadrants with 'Immediate access' on the y-access and 'Tailored service' on the x-access. Drawn in the appropriate position on the grid (with regards to these two factors) are the other players. The size of the circle that represents each corresponds to their size in the marketplace.

Create your own strategic group map

Plot out each of the other players on this matrix. You could draw a circle for each that gives an idea of relative size. Put your organisation on there too. Where are the gaps? Where are the overlaps? What are the options for change?

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