Why strategies and strategy tools are crucial in times of crisis

Strategy tools are indispensable in times of crisis, not only to help companies navigate difficult phases, but also to emerge from them stronger than before. Tools such as scenario planning, PESTEL analysis, the value chain as a cost optimisation instrument, and ABC analysis provide structure and clarity in uncertain times. It is crucial to plan strategically rather than act impulsively, keeping both short-term stability and long-term growth in mind. With the right tools and a clear process, companies can use crises as an opportunity to position themselves for the future.

The pressure on companies has never been greater

The signs point to crisis: according to a study published in 2025 by Staufen AG, which surveyed 313 industrial companies in Germany, Austria and Switzerland, among others, 84% believe that the challenges they face have rarely been as diverse as they are today. Likewise, 84% feel that they are under very great pressure overall. The most significant external reasons cited are the difficult economic situation (51%), strong international competition (38%), high energy costs (38%), shortage of skilled workers (37%), excessive bureaucracy (36%) and geopolitical uncertainties (36%). On the internal side, respondents cite company-specific problems (30%), pressure to further digitalise (25%) and the collapse of existing business models (22%) [1].

Why strategy tools are crucial in times of crisis

Times of crisis pose enormous challenges for companies, and the ability to act quickly and strategically determines success or failure. Strategy tools are indispensable ‘intelligence enhancers’ that can be used to structure complex situations and make them easier to understand. Effective tools are needed to make informed decisions and find clear courses of action in uncertain times. The goal is to overcome the crisis and emerge from it stronger than before. When under pressure to act, it is tempting to resort to knee-jerk reactions. However, companies that rely on effective analysis and strategy tools are more successful in the long term. Not only do they perform better financially, they are also more resilient. The right strategic instruments help to structure uncertainties, use resources efficiently and exploit opportunities in the crisis.

Proven analysis tools for times of crisis

There are numerous strategic tools that offer valuable assistance in times of crisis. In order to take a holistic and powerful approach in the face of the current multiple crises, it is important to apply leverage on both the strategy and cost sides. For reasons of space, I will limit myself here to an excerpt of instruments that represent an absolute minimum.

A. Strategy-related instruments

1. Scenario technique: Identifying and exploiting future opportunities

Scenario technique is an effective tool for structuring uncertainties. It can be used to identify less obvious but important developments that would otherwise go unnoticed because they lie outside the company's usual planning horizon. This tool breaks down entrenched management thinking patterns. The future can be explored and the uncertainties it contains about the environment and the possibilities discovered. The individual events discovered are then condensed into a coherent picture of the future, from which various paths can be developed that could lead from the present to different possible futures. On this basis, management can then

identify future potential for success and

• identify future potential for success and

• develop the right and necessary strategies to generate it, as well as

• influence the consequences of possible future developments before they occur.

  
  

In my book "Strategiewerkzeuge aus der Praxis, Volume 2 – Optionenfindung, Strategieentwicklung und Umsetzung", you will find a detailed procedure and a practical example of scenario technique in Chapter 11. The Excel tool ‘Influence Matrix’ used in the book can be purchased at a reasonable price on this website and will provide you with valuable assistance in exploring the future.

2. PESTEL analysis: Identifying and understanding the relevant influencing factors in the environment

PESTEL analysis examines external factors that are particularly volatile in times of crisis. It not only helps to identify long-term trends and risks, such as new regulatory requirements or technological developments. In times of crisis in particular, it can be used to structure events and understand them better. Analyse the effects of environmental changes, such as rising raw material and energy prices, on your business model and adjust your strategies accordingly. PESTEL analysis has also proven to be an excellent tool in the run-up to scenario planning because its structure allows you to identify and describe the right factors influencing the future.

You can find PESTEL analysis in my book."Strategiewerkzeuge aus der Praxis, Volume 1 - Analyse und Beurteilung der strategischen Ausgangslage" in Chapter 3. There you can also find a relevant practical example and a list of numerous examples that will be of valuable assistance to you in defining the environmental factors relevant to your company.

B. Cost-related instruments

In times of multiple crises, it is crucial to use instruments that directly contribute to the two variables of liquidity and profits. There is a range of options for this, which are presented in my two books and can be easily understood. Below, I will limit myself to two instruments that can be used to achieve sustainable success.

1. The value chain as a cost optimisation tool

   The value chain can be used to great effect to expand your understanding of your company's cost structures and cost behaviour. It helps you identify value and loss contributions along the entire process of creating products or services. This gives you deep transparency into the company's success and cost drivers, which cost accounting alone cannot provide. The secret lies in allocating costs to the activities in which they arise (rather than to individuals). This tool lays the foundation for long-term, sustainable cost optimisation. Companies that use this tool professionally are demonstrably more resilient to crises.

   You can find this excellent tool in my book. "Strategiewerkzeuge aus der Praxis, Volume 1 - Analyse und Beurteilung der strategischen Ausgangslage" in chapter 10 described in detail and explained step by step using an example.

2. ABC analysis: Using resources in a targeted manner

ABC analysis can be used to identify the most profitable products, services and customers, the most costly processes, the most capital-intensive purchased parts or the most time-consuming tasks. In times of crisis, it is crucial to focus measures and resources on these ‘A’ elements, which generate the highest turnover or profit or involve the greatest expenditure. ABC analysis helps to set priorities by categorising customers, products, processes and tasks according to their importance. For example, A customers can be served more intensively or A products can be advertised more heavily to secure cash flow. Analyse which products or customers remain particularly profitable during the crisis and align your marketing and sales budgets accordingly.

In my book "Strategiewerkzeuge aus der Praxis, Volume 1 - Analyse und Beurteilung der strategischen Ausgangslage", Chapter 19 you will find detailed instructions including practical examples. The Excel tool 'ABC Analysis' used therein can be purchased at a reasonable price on this website and will provide you with valuable assistance in setting priorities..

Sources:

(1) Goschy, W. & Hodel, J. (2025): Zukunft gestalten 2025. Staufen AG.

Pictures:

Pixabay; WOKANDAPIX@AOL.de