For any strategic decision, generating realistic and clear marketing strategy options is a critical decision making task.

Rough options are created working with the many opportunities found in step 1. Idea Generation involves creative and analytical thinking -- in teams, and individually -- using data and analysis already at hand. To generate exciting and challenging strategic or tactical options, we examine the combination of external market opportunities with the internal capacities and drivers. Here we build rough scenarios that involve assumptions about market penetration, adoption rates, repeat purchase rates, strategic implications, and gross margins. For the most promising at the rough stage, additional information is developed.

To link marketing research tools to this decision stage, go to
Decision-Research Matrix.