Your key strategy assumptions don’t materialise – what do you do, should you challenge them?

If even a small number of your key strategic assumptions don’t materialise, your strategy could become unsustainable. Does what looked feasible and achievable at the beginning of 2020, now seem dead in the water? Are you in shape to emerge from the crisis ready to beat off the competition and handle the adverse movement in costs? The combined effect of a 1% shortfall in market share (eg 19% vs 20%) and a 1% shortfall in gross margin (eg 44% vs 45%) would lead to a 5% reduction in revenue and 21% reduction in profits (based on a FTSE 250 5-year operating margin of 12%). It’s time to ‘stress-test’ your strategy to determine where are the gaps and weaknesses and what actions are needed to address them