Part Two: Vision Statement Critique
Any good vision statement makes choices between alternatives. For example, if your vision places you in the Traditional and Low End markets, you implicitly plan to give up High End, Size, and Performance markets.
The Critique looks at what you are giving up, and at the threats you face. You are comparing the potential of your vision against alternatives. Prepare an essay section (1-page) that explores these issues. Here are a few questions that might help to develop your thoughts.
1) How likely is it that competitors will choose a similar vision to the one you have selected? Be aware they are working with the same information as you.
2) Does your vision require significantly more investment than alternatives?
3) Is your vision difficult to execute? For example, does it require a broad product line? Heavy investment? Many segments? If it is more difficult to execute than alternatives, that could be good or bad. You might offer a few words on the trade-offs. What risks are present in each market location?
4) How long will it take to execute your vision relative to other plans?
5) Consider growth rates. Over all, the market will grow 150% over the next eight years, but the growth is uneven between regions. Is your vision attractive for, say, the first four years, and less attractive in the last four years?