Course Content
Strategic Management: Introduction
Strategic Management: Concept, Process, Decision and Types
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Strategies :Introduction
Basic Terminology
Terminology
Schools of thought on Strategy formulation
Modes of Strategic Decision Making: Mintzberg
Strategic Planning
Sgtrategic Decision Making : Introduction
External Strategic Analysis
External Analysis, PEST, Porter’s Approach to Industry Analysis
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What is Strategic Analysis
PEST Analysis: Multiple : Johnson and Scholes
Porter’s Approach to Industry Analysis
General Competitive Strategies: Michael Porter
Internal Strategy Analysis
Internal Strategy Analysis – Resource-Based Approach, Value Chain Analysis
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Resource Based Approach
VRIO Framework : J.B. Barney
GAP Analysis
Value Chain Analysis: Michael Porter
Strategy Formulation
Strategy Formulation: SWOT Analysis, Corporate Strategy – Growth, Stability, Retrenchment, Integration, and Diversification
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SWOT Analysis: Albert Humphrey
TOWS Matrix: Heinz Weirich
Corporate-Level Strategies :Introduction
Classification of Corporate-Level Strategies
Directional Corporate Strategies
Turnaround Strategy & Business Process Reengineering
Classification of Integration and Diversification Strategy
Business Portfolio Analysis
Business Portfolio Analysis - BCG, GE Business Model, Ansoff’s Product Market Growth Matrix
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What is a Portfolio Matrix?
BCG Matrix
Ansoff’s Product Market Growth Matrix : Igor Ansoff : 1957
Market Evolution Matrix: C.W. Hoffer and R. Schendel
Strategy Implementation
Strategy Implementation: Challenges of Change, Developing Programs, McKinsey 7s Framework
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Strategic Drift
Mintzberg’s View on Realized Strategy
Parenting Fit Matrix
🔴 Red Ocean Strategy vs 🔵 Blue Ocean Strategy
4-Box Business Model: Mark W. Johnson: 2010
Strategy Diamond: Hambrick and Fredrickson
7-S Approach : 1980 : McKinsey
Unit VI: Strategic Management

The Market Evolution Matrix by C.W. Hoffer and R. Schendel outlines how a Strategic Business Unit (SBU) evolves over time based on changes in product offerings and market characteristics. It focuses on the strategic positioning of businesses during industry and market evolution — unlike the Ansoff Matrix which focuses more on immediate growth options.

✅ Sequence in C.W. Hoffer’s Product-Market Evolution Matrix

🔢 1. Development

🔢 2. Growth

🔢 3. Shakeout

🔢 4. Maturity

🔢 5. Saturation

🔢 6. Decline

1️⃣ Development Stage

  • Product and market are both new.

  • High uncertainty, experimentation, and investment.

  • Strategy: Innovate and educate.

2️⃣ Growth Stage

  • Market acceptance is growing.

  • Sales rise rapidly, profitability improves.

  • Strategy: Gain market share, invest in production & marketing.

3️⃣ Shakeout Stage

  • Growth slows; competitive pressure rises sharply.

  • Weaker competitors are forced out.

  • Strategy: Efficiency, consolidation, differentiation.

4️⃣ Maturity Stage

  • Market becomes fully established, and growth levels off.

  • High competition, low innovation, and brand loyalty increase.

  • Strategy: Defend market share, enhance operational efficiency.

5️⃣ Saturation Stage

  • Market is overcrowded and stagnant.

  • Very limited or no growth, all potential buyers have been reached.

  • Price wars are common; demand becomes replacement-driven.

  • Strategy: Product bundling, repositioning, loyalty programs.

✅ Saturation comes after maturity because it represents the extreme end of the maturity stage, where the market is maxed out.

6️⃣ Decline Stage

  • Sales fall, often due to new technologies, changing tastes, or better substitutes.

  • Strategy: Exit, harvest, or reinvent.

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