ABSTRACT
The last two units have focused on the current situation in terms of external and internal
analyses. There are many tools that can be used to help interpret the current situation. These
are often referred to as auditing tools. These models cannot only be used for auditing the
current situation but can also play an important role in helping to develop future strategy
(i.e. can be used for identifying both ‘where are we now?’ and also ‘where do we want to be?’
questions). This unit will outline the various models and frameworks that can be used for both
strategic analysis and strategy development. For example, portfolio analysis tools such as the
General Electric matrix can be used to identify the current location of strategic business units or
products but can be equally valid in determining future strategies.
