3.8 Choosing strategic direction (A-level only)

3.8.1 Strategic direction: choosing which markets to compete in and what products to offer

Content

Additional information

Factors influencing which markets to compete in and which products to offer

Strategic direction to include the Ansoff matrix and value of:

  • market penetration
  • market development
  • new product development
  • diversification.

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

 

3.8.2 Strategic positioning: choosing how to compete

Content

Additional information

How to compete in terms of benefits and price

Strategic positioning to include:

  • Porter’s low cost, differentiation and focus strategies
  • Bowman’s strategic clock.

Influences on the choice of a positioning strategy

 

The value of different strategic positioning strategies

 

The benefits of having a competitive advantage

 

The difficulties of maintaining a competitive advantage