In this article we describe the Confrontation Matrix is actually a component of the SWOT Analysis whereby strong and weak points are "confronted" with opportunities and threats with the aim of developing a good strategy.
What is the Confrontation Matrix?
Confrontation Matrix is actually a component of the SWOT Analysis whereby strong and weak points are "confronted" with opportunities and threats with the aim of developing a good strategy. In a marketing plan, the Confrontation Matrix often plays an important role. It is the results from the research which by the matrix serves as basis for the rest of the report (strategy and action plan). Apart from that, the input of the model into the marketing plan is not essential. It is only an aid!
How does the Confrontation Matrix work?
First is there a summing-up done from the most important (often 3 to 5) strong and weak points, opportunities and threats. The main points are put against each other in a matrix. Strength 1,2,3 - Weakness 1,2,3 - Opportunities 1,2,3 - Threats 1,2,3 are now bound to each other via this model.
Confrontation Matrix - Strategy
The outcome from the Confrontation Matrix are four different strategies in particular:
The growth strategy is based on opportunities and strong points. This is external factors that the organisation using its strong points can respond well to.
The defence strategy is based on threats and strong points. This is external factors against which the organisation can defend itself using its strong points.
The improvement strategy is based on opportunities and weak points. This is external factors where the organisation can improve itself through its weak points.
The retreat/change strategy is based on threats and weak points. This is external factors against which the organisation must defend itself but due to the weak points is currently unable to do that. By changing well in the future.
Choice for a strategy
Seeing that it went by the 3-5 most important strong and weak points, opportunities and threats, there are more strategies formulated. It is now important to choose the preferred strategy and in the article on the SWOT Analysis there is an option for this. Is the strategy a solution for the core problem? Is the strategy doable? Is the plan reasonable? In the SWOT Analysis article more explanation about this way. SWOT Analysis The Confrontation Matrix can be a component of the SWOT Analysis and this article has thereby an overlap with the article about the SWOT Analysis.