3.8 Choosing strategic direction (A-level only)

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


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


Strategic positioning: choosing how to compete


We've made a change to the subject content in the table below. This change affects A-level exams in 2025 onwards. To find out what's changed, read our summary of changes. You can also visit our updated specification.


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