From the course: Designing Growth Strategies

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Using assessment screens to choose the best opportunity

Using assessment screens to choose the best opportunity

From the course: Designing Growth Strategies

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Using assessment screens to choose the best opportunity

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- As we have discussed so far, at any point in time every company can potentially pursue growth by diversifying along a number of directions. It can create new offerings for existing customers, or it can target its current offerings at new customer segments, or it can engage in radical diversification by leveraging some core capabilities to create entirely new products and services for new customer segments. No company should attempt to diversify along multiple pathways simultaneously. Doing so would result in the company taking on too much complexity at one time. The risk is high that this would result in dilution of resources, efforts, and focus along all of the new directions and lead to all around failure. I propose three assessment screens to evaluate the potential options for new growth. First, how attractive is each growth option in terms of size, growth rate, and opportunities for differentiation? When Coke…

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