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Mendelow's Matrix was created in 1991 to analyse individual stakeholders by measuring their interest and power. This information can then be used to determine their potential level of impact on a significant business decision.
What Are Stakeholders
Stakeholders are anyone who has an interest or involvement in your business, whether externally or internally. They can range from clients and suppliers to staff, shareholders, and investors.
You should always consider these groups when making important business decisions such as a new project, product, or strategy, as some stakeholders have the power to change, or even stop, your plans.
A stakeholder map is a useful way to visualise all of your external and internal influencers. The Mendelow matrix takes this one step further, helping you to categorise your stakeholders into four groups based on their level of interest and power.
High Interest and High Power — Key Players
Manage Closely
These stakeholders are key players and could consist of upper management, directors, or major investors. You should monitor this group closely and ensure they are fully engaged. They are very involved with decision making and have the power to stop or pause a project they are not satisfied with.
High Interest and Low Power — Keep Informed
Keep Informed
This group has low influence so they do not have a significant say on business decisions, but they do have a keen interest in them. They could include staff members. Keep them well informed of changes and be sure to hear out their opinions and suggestions for improvements.
Low Interest and High Power — Keep Satisfied
Keep Satisfied
This could include local governments, as they may have the power to change laws and legislation but will likely have minimal interest in your organisation. You should still aim to keep them satisfied, as their level of interest could change and move them into the high interest and high power category.
Low Interest and Low Power — Low Priority
Low Priority
These people do not have the influence to impact your business and are not interested in doing so. This means there is no need to engage or inform this group actively, but you should monitor them in case their status changes.
How Can Mendelow's Matrix Be Used in Marketing
Stakeholder mapping and the Mendelow matrix are useful in determining stakeholder interest and power in potential marketing strategies. They can also be helpful to consider when launching a new product, redesigning a website, or during a rebrand.
Learn More About Mendelow's Matrix
Stakeholder analysis is taught in the CIM Marketing qualifications available at Professional Academy. These courses are delivered via flexible study options and provide the benefit of dedicated tutor support as well as interactive learning materials.
Watch the video below for a full explanation of how to use Mendelow's Matrix in practice.
How Professional Academy Supports Your Journey
Professional Academy offers a range of accredited CIM marketing qualifications that cover strategic marketing theories including Mendelow's Matrix, stakeholder analysis, and more. Programmes include the CIM Level 3 Foundation Certificate in Professional Marketing, the CIM Level 4 Certificate in Professional Marketing, and the CIM Level 6 Diploma in Professional Marketing.
Not sure which qualification is right for you? Use the Qualifications Navigator to find your ideal course, or get in touch with the team to discuss your options. You can also book an advice call at a time to suit you.
