Strategy Survival Guide

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Structuring the thinking - PESTLE In Practice: SU Alcohol Misuse Project The team constructed a PEST analysis from the view point of industry following some preliminary research and discussions with key stakeholders in order to: • Provide a framework for understanding the macro environment in which the drinks industry operates • Provide a means of identifying key external trends to feed into decision making • Identify key areas of relevance to policy making • Provide a distillation of key themes and considerations POLITICAL • Concern about binge drinking and anti-social behaviour • Government use increased demand for alcohol as a way of boosting indirect tax revenues. No harmonisation across the EU which means cross border shopping is common • Duty Free trading abolished in the EU in 1999 with little affect on the drinks industry • International consolidation had led the EU to pay attention to cross-border mergers as they influence domestic markets ECONOMIC • Rising consumption has been linked to an increase in the relative affordability of alcohol, and in particular increases in consumer's disposable incomes • Price fluctuation can be dictated by global commodity markets which gives multi-nationals an advantage • Increasing price differential between on and off trade SOCIO-CULTURAL • Drinking is built into the social fabric • Recent upsurge in café culture • Increase in eating out and in holidaying overseas - impact on consumption of wine and bottled water • Increases in under age drinking • Health of consumers TECHNOLOGICAL • packaging • bottling • influence of the Internet and eCommerce LEGAL • Licensing Act 2003 • Private Security Industries Act 2003 • Beer Orders and other changes to Competition Law in the 1990s ENVIRONMENTAL • Increasingly focus on the sustainability agenda - and corporate social responsibility Strategy Survival Guide – Strategy Skills Page 106
Strategy Survival Guide Version 2.1 Prime Minister’s Strategy Unit home | strategy development | strategy skills | site index Strategy Skills > Structuring the Thinking Creativity techniques > in practice Creativity tools are used to help policy makers develop innovative solutions to problems and spot opportunities that might not be identified through more conventional analysis and policymaking approaches. There are a number of different creative techniques that can be useful when approaching a strategy project. These include Brainstorming, ?WhatIf!’s 4Rs, Synectics’ idea development model, and Edward de Bono’s Thinking Hats. Brainstorming The brain is a very powerful instrument. It learns responses based upon previous experiences. This can be very useful - we do not have to learn how to get dressed every day, we know that pants go on before trousers (usually). ?WhatIf! describe these regular responses as ‘rivers of thought’. When faced with a problem, we automatically start exploring the things we know for a solution. But radical solutions are never going to be found within the problem area. We have to force our brains to jump out of the well-worn river channel into another one. There are a number of brainstorming techniques to encourage this out-of-the-box thinking. ?WhatIf!’s technique is called the ‘4 Rs’. ?What If!’s 4 Rs Random Links This is the technique that feels most creative - and it is also the easiest to do and is very effective. There are 2 rules: the random item must be truly random; and you must find a connection. The random item can be physical (a tennis ball, some feathers, a glove . . .) or a word picked at random from a book or a list of words. The technique then involves thinking about the characteristics of the random stimulus, and applying them back to your problem. Example: You are looking at the problem of young adults' education; your random object is a pack of sweets. The sort of connections you may start to make might include: • Sweets are small treats – divide courses into very short sessions, about a day, with a reward for each day completed. • Sweets are full of sugar, which gives you energy – emphasise how learning makes you more interested in learning more. • A packet of sweets is easy to carry around – make course notes into pocket books, or put them onto CD so people can study on the move. There are thousands of other connections that can be made. Each of these ideas would collapse easily if faced with criticism at this stage; so they need to be built upon, greenhoused, and support built up around them. An idea should never be discarded until it has been given a chance. Strategy Survival Guide – Strategy Skills Page 107
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Building an Evidence Base 113 Data
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A Framework for Strategic Direction
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Scenario development In Practice 1:
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Multi-criteria analysis In Practice
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For further material, see the Ratio
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Compelling vision for action - the
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Strategy Survival Guide

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