Specification Content

Página 1

Strategic Direction : Choosing Which Markets to Compete in and What Products to Offer

Factors influencing which markets to compete in and which products to offer - strategic direction includes Ansoff's Matrix and the value of; market penetration, market development, product development and diversification

The reasons for choosing and value of different options for strategic direction

Página 2

Strategic Positioning : Choosing How to Compete

How to compete in terms of benefits and price - strategic positioning includes; Porter's low cost, differentiation, and focus strategies and Bowman's strategic clock

Influences on the choice of a positioning strategy

Value of different strategic positioning strategies

Benefits of having competitive advantage

Difficulties in manintating competitive advantage