This article provides a detailed response to: How to Create a Strategic Group Map in Excel? [Step-by-Step Guide] For a comprehensive understanding of Strategic Analysis, we also include relevant case studies for further reading and links to Strategic Analysis templates.
TLDR Create a strategic group map in Excel by (1) defining key criteria, (2) gathering competitor data, (3) plotting with scatter plots, and (4) customizing for clear strategic insights.
TABLE OF CONTENTS
Overview Enhancing Your Strategic Group Map Real-World Application and Adaptation Strategic Analysis Templates Strategic Analysis Case Studies Related Questions
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Before we begin, let's review some important management concepts, as they relate to this question.
How to create a strategic group map in Excel is a common question among executives and strategists. A strategic group map visually clusters competitors based on key differentiators like price, geographic reach, or product quality. This mapping technique helps identify competitive positions and market gaps. Excel is a practical tool for this, allowing users to plot data points using scatter plots. Strategic group mapping (SGM) is widely used by top consulting firms such as McKinsey and BCG to support strategy development and competitive analysis.
Strategic group mapping involves selecting meaningful dimensions that separate competitors into groups with similar strategies. Secondary queries like “strategic group map template” and “strategic group mapping” show strong interest, but low CTR, indicating a need for clearer guidance. Industry data from sources like Gartner or Bloomberg can provide the quantitative inputs needed. Leading firms recommend focusing on 2-3 critical criteria to maximize clarity and decision-making impact in your map.
To start, input competitor data in Excel with each row as a company and columns as criteria. Use Excel’s scatter plot feature to assign axes to your chosen dimensions, revealing clusters of competitors. Customize markers and labels to highlight strategic groups. This approach not only aids internal analysis, but also creates compelling visuals for board presentations. According to Bain, visual clarity in strategic maps improves stakeholder alignment by up to 40%.
Enhancing Your Strategic Group Map
For a strategic group map to be truly insightful, it must go beyond basic plotting. Advanced Excel users can leverage additional features like conditional formatting to dynamically highlight organizations based on specific criteria, such as market share size or growth rate. This dynamic element can turn a static map into an interactive analysis tool, facilitating deeper insights into competitive dynamics.
Another way to enhance your strategic group map is by incorporating trend lines or shapes that indicate the direction of industry evolution or the strategic moves of competitors. This predictive aspect can be invaluable for Strategy Development, allowing executives to anticipate changes and adapt their strategies accordingly. Remember, the goal of the strategic group map is not just to understand the current state but to forecast future shifts in the competitive arena.
Lastly, consider integrating your strategic group map with other strategic frameworks or analyses you have conducted. For example, linking it to a SWOT analysis or Porter’s Five Forces analysis can provide a more holistic view of your strategic position. This integration can be facilitated by Excel’s ability to handle multiple data sources and types, enabling a comprehensive strategic analysis that informs better decision-making.
Real-World Application and Adaptation
Consider the case of a global consumer electronics manufacturer that used a strategic group map to reassess its market positioning. By plotting competitors based on product innovation and global reach, the organization identified an emerging strategic group focused on eco-friendly products with high global distribution capabilities. This insight led to a pivot in their product development strategy, emphasizing sustainability and expanding their distribution network, which significantly improved their competitive stance.
In another example, a healthcare provider utilized a strategic group map to navigate a highly competitive market. By analyzing competitors based on the range of services offered and patient satisfaction scores, they identified a gap in the market for high-quality, specialized care. This strategic insight prompted the organization to invest in specialized staff and technology, thereby carving out a niche that differentiated them from their competitors.
These examples underscore the adaptability of the strategic group map as a tool. Whether you're in consumer electronics, healthcare, or any other industry, the process of how to make a strategic group map in Excel can be tailored to fit your specific strategic questions. The key lies in selecting the right dimensions for analysis, effectively using Excel's capabilities, and integrating the map with broader strategic insights.
In summary, mastering how to make a strategic group map in Excel is a valuable skill for any C-level executive. It combines analytical rigor with strategic foresight, offering a clear visualization of the competitive dynamics at play. By following the steps outlined above and applying them to your organization's context, you can leverage this powerful framework to inform strategic decisions and maintain a competitive edge in your industry.
Strategic Analysis Document Resources
Here are templates, frameworks, and toolkits relevant to Strategic Analysis from the Flevy Marketplace. View all our Strategic Analysis templates here.
Explore all of our templates in: Strategic Analysis
Strategic Analysis Case Studies
For a practical understanding of Strategic Analysis, take a look at these case studies.
Strategic Analysis for Boutique Auto Repair Shop in Urban Markets
Scenario: A boutique auto repair shop located in a bustling urban area is facing a strategic challenge after a strategic analysis revealed a 20% decline in customer retention rates over the past two years.
Digital Transformation Strategies for Southeast Asia Retail Chain Case Study
Scenario:
A leading Southeast Asia retail chain is undergoing strategic analysis to address a 20% decline in foot traffic and a 15% drop in in-store sales over 2 years.
Market Penetration and Supply Chain Optimization for Luxury Cosmetics Brand
Scenario: A renowned luxury cosmetics brand is at a critical juncture, necessitating a strategic analysis to address its stagnant growth in established markets and untapped potential in emerging markets.
Value Creation through Digital Innovation in Cosmetic Industry Niche
Scenario: A prominent cosmetics company is at a critical juncture, facing the strategic challenge of Value Creation through strategic analysis in a highly saturated market.
Strategic Growth Plan for a Sustainable Packaging Firm in North America
Scenario: A North American sustainable packaging firm is at a crossroads, necessitating a strategic analysis to navigate its future direction.
Market Positioning Strategy for Retail Apparel in Competitive Landscape
Scenario: A mid-sized apparel retailer in North America is struggling to maintain its market share in the highly competitive fast-fashion sector.
Explore all Flevy Management Case Studies
Related Questions
Here are our additional questions you may be interested in.
Strategy & Operations, Digital Transformation, Management Consulting
This Q&A article was reviewed by David Tang. David is the CEO and Founder of Flevy. Prior to Flevy, David worked as a management consultant for 8 years, where he served clients in North America, EMEA, and APAC. He graduated from Cornell with a BS in Electrical Engineering and MEng in Management.
It is licensed under CC BY 4.0. You're free to share and adapt with attribution. To cite this article, please use:
Source: "How to Create a Strategic Group Map in Excel? [Step-by-Step Guide]," Flevy Management Insights, David Tang, 2026
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