An expert system for strategic analysis

In recent years a number of tools have emerged claiming to contain expert knowledge in the field of strategic analysis. Generally they are based on a combination of marketing tools and techniques, and expert knowledge. Most of these systems focus on financial analysis but also qualitative characteristics are of importance. Aspects concerning the management (quality), the product (stage of the life cycle) or the market certainly contribute to the strategic performance of the business. SESAM is a model providing an aid for the (external) strategic analyst who has to report about a business strategic marketing performance within 24 hours, mainly based on publicly available information. SESAM is the keystone of an expert system that uses rules of thumb and that is based on 24 tools and techniques. This paper discusses the characteristics of this expert system. One of its advantages is that it can easily be expanded, e.g., to support strategic analysis in an environment with more than one strategic business unit (SBU).