Strategic Marketing: QSPM Analysis and Strategic Evaluation Report

This report focuses on the application of the Quantitative Strategic Planning Matrix (QSPM) within the context of strategic marketing. It highlights QSPM as a crucial tool for evaluating various strategic options, emphasizing its role in the decision-making process. The report explains how QSPM builds upon the information derived from the Input stage (EFE and IFE matrices) and the Matching stage (TOWS, SPACE, BCG, and Grand Strategy matrices) to facilitate a comprehensive analysis. The structure of QSPM, including its columns for internal and external factors, their relevance, and attractiveness scores, is clearly outlined. The report underscores the importance of QSPM in providing a structured approach for strategists to make informed decisions. The report also includes references to the research papers that were used to create this report.

Running head: JOURNAL ON STRATEGIC MARKETING
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JOURNAL ON STRATEGIC MARKETING
According to Meidan, Moutinho & Chan (2015) one of the tools that is used for
evaluation of alternatives set of strategies is Quantitative Strategic Planning matrix. It gives
details of all the earlier stages in a very good way so that score of numerous strategies can be
calculated. QSPM is the third stage of the process of formulation of strategy for any
organization, which is also known as Decision stage, it is also the final stage of the entire
process. One of the best features of QSPM is that is that it does not make the strategist to put any
data or information based on assumption, it takes information from stage one which is the input
stage and stage 2, that is the matching stage. The basis of the Input stage is EFE Matrix., IFE
Matrix and CPM. Stage two consists of the TOWS matrix, SPACE Matrix, BCG Matrix, Grand
Strategy Matrix. QSPM combines the thought process of the managers through the help of
analytical process so that they can implement the best strategy for the success of the
Organization (Meidan, Moutinho & Chan, 2015).
As per the format of QSPM there are four primary columns in QSPM, the left column consists of
the main internal and the external factors that are also similar to EFE and IFE matrix weight
column. The column adjacent to the first column consists of the relevance of each of the factors
which is generally represented through numeric value. The very next column is for the attractive
column, in this column the score is assigned to the key factors that based on the priority. The
fourth and the last column is for Total Attractive score, which is calculated by multiplying
importance of each factors, weight, and Attractive Score (David et al., 2017).

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References
David, M. E., David, F. R., & David, F. R. (2017). The quantitative strategic planning matrix: a
new marketing tool. Journal of Strategic Marketing, 25(4), 342-352.
Meidan, A., Moutinho, L., & Chan, R. S. (2015). Marketing Effectiveness Index (MEI)-Tool for
Strategic Marketing Planning. In Proceedings of the 1992 Academy of Marketing Science
(AMS) Annual Conference (pp. 480-485). Springer, Cham.