What is Stakeholder Analysis?
A stakeholder analysis identifies all people, groups, and organizations that have an interest in a company, project, or initiative and can influence or are affected by it. It assesses their influence, expectations, and attitude.
Typical Stakeholder Groups
- Internal: Management, employees, shareholders
- External (market): Customers, suppliers, competitors, partners
- External (environment): Regulatory authorities, media, associations, public
Why is Stakeholder Analysis Important for Marketing?
In the marketing context, the analysis helps:
- Develop communication strategies tailored to target groups
- Prepare crisis communication
- Design change processes (e.g., rebranding) successfully
- Focus resources on the most important stakeholders
- Identify supporters and recognize resistance early
Methods
- Stakeholder map: Visualization of all stakeholders and their relationships
- Power-interest matrix: Classification by influence and interest (four quadrants)
- Salience model: Assessment by power, legitimacy, and urgency
In Practice
Stakeholder analysis is particularly valuable before major changes: product launches, rebrandings, strategic realignments, or crisis situations. It should not be understood as a one-time exercise but as the basis for continuous stakeholder management. The most common mistakes: overlooking stakeholders or misjudging their influence.