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e organisation illustrated is predominantly “Red”. It urgently needs to de-risk
its customer base and nd ways of recovering revenues and pro ts.
Dominant
status
Core approach Example questions
Green Consolidate/
strengthen your
position
Is my current position Green due
to demand the crisis has created?
Will demand be sustained? If so,
does my business plan need to
change? How?
Amber Carefully balance
cost control and
investment in
growth
Is my current position Amber due to
external market forces or internal
ineffi ciencies? What implications
does the answer to this question
have?
Red Fundamental
change
Is my current position Red because
my customers and/ or partners
have suffered? If so, will they
under-perform or fail in the mid-tolong
term? Are they vulnerable to
a return of the virus in the winter?
What are the implications of this for
my business? Do I need to diversify
into new markets? What options
do I have to survive the immediate
impact?
and options. Choose the most
attractive, lowest risk, way
forward.
Step 4: Action plan
Keep this short and speci c.
Be sure to include two or
three actions to:
• Improve productivity and
cost e ciency
• Strengthen your market
position and credibility
• Boost your competitive
position
• Build more resilience into
your pipeline
• Make sure you have the right
skills in your business
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/healthcare