Exercise – Arthur D Little (ADL) Strategic Condition Matrix

Arthur D Little (ADL) Strategic Condition Matrix

Map the following SBU’s onto the Arthur D Little (ADL) Strategic Condition Matrix. Then decide upon the best way forward for each SBU.

E – This SBU manufactures and promotes the World’s most well know lenses brand. This designer lens is marketed through retails outlets throughout the World and tends to command a premium price not only for precision but also through its association with fashion and celebrity.

A – This SBU is one of the biggest and oldest brands of lens photographical lenses in the World. It used to be the biggest supplier of lenses to both professional and amateur photographers, before the growth and current dominance of digital cameras. It needs to invest in a change programme that will downsize its business and give it a new and rejuvenated strategic direction.

B – This SBU manufactures high technology lasers that are used in the manufacture of specialist components for the production of aircraft. It has a number of unique patents as well as a 10 year contract with the World’s largest aircraft manufacturer.

C – This SBU is photocopier manufacturer that is currently under increasing attack from budget priced competitors that offer a very similar product and service package with a no frills brand. The SBU is finding it difficult to hold on to market share.

D – This SBU markets high quality optical equipment for use in laboratories, mainly in schools in Europe and the United States.

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Tim Friesner

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