Evaluate strategic choice techniques SU might use when deciding between Option 1 and Option 2.

Mark scheme

Marking points from the official mark scheme (Oct/Nov 2018). The mark or mark type is shown in brackets.

1. [K] strategic choice is the process of choosing between different strategies, using one or more of Ansoff's Matrix, force field analysis, decision trees, investment appraisal
2. [K] explanation of relevant tools
3. [K] Ansoff's shows risk levels – both options are new product/existing market but option 1 subject to external influences e.g. exchange rates, operating in another country, reliance on partner (more risky)
4. [K] Allow any reasonable interpretation, for instance Option 1 as new product/new market.
5. [K] Force field analysis shows differences – e.g. option 1 has higher possible sales volumes
6. [APP] reference to the techniques with information drawn from case (see points above)
7. [APP] need for objectives relating to umbrellas need for appropriate management/staff to take decisions – Otto, dept managers, directors
8. [AN] No decision tree analysis referred to – might be worth carrying out before making choice
9. [AN] Advantages/disadvantages of the techniques
10. [AN] need for strategic analysis alongside/prior to using the techniques
11. [AN] some subjectivity involved in each technique affecting reliability
12. [EVAL] supported conclusion on importance of strategic choice
13. [EVAL] comments on relative importance of techniques
14. [EVAL] other possible techniques e.g. investment analysis