Summary

Summary Corporate Strategy

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Module
Unit 3 - Business decisions and strategy

Institution
PEARSON (PEARSON)

Explains the four segments of the Ansoff Matrix and Porter's Generic Strategy, the three Distinctive Capabilities, the Boston Matrix, and the effect of strategic and tactical decisions on human, physical and financial resources

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Uploaded on September 28, 2020
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56 items

1. Summary - Marketing strategy
2. Summary - Distribution
3. Summary - Pricing strategies
4. Summary - Branding & promotion
5. Summary - Product & service design
6. Summary - Elasticity
7. Summary - Demand and supply
8. Summary - Market positioning
9. Summary - Market research
10. Summary - The market
11. Summary - Leadership
12. Summary - Motivation in theory & in practice
13. Summary - Organisational design
14. Summary - Recruitment, selection and training
15. Summary - Approaches to staffing
16. Summary - Forms of ownership
17. Summary - Business objectives
18. Summary - Entrepreneurs
19. Summary - Business failure
20. Summary - Liquidity
21. Summary - Profit
22. Summary - Setting budgets
23. Summary - Break-even
24. Summary - Sales forecasting, sales revenue & costs
25. Summary - Planning cash flow
26. Summary - Internal & external finance
27. Summary - Legislation
28. Summary - Economic influences
29. Summary - Quality management
30. Summary - Stock control
31. Summary - Capacity utilisation
32. Summary - Production, productivity and efficiency
33. Summary - Managing change
34. Summary - Human resources and competitiveness
35. Summary - Ratio analysis
36. Summary - Financial statements
37. Summary - Business ethics and csr
38. Summary - Shareholders vs stakeholders
39. Summary - Corporate influences and culture
40. Summary - Critical path analysis
41. Summary - Decision trees
42. Summary - Investment appraisal
43. Summary - Quantitative sales forecasting
44. Summary - Mergers and takeovers
45. Summary - Business growth
46. Summary - Swot analysis and external influences
47. Summary - Corporate strategy
48. Summary - Corporate objectives
49. Summary - Multinationals
50. Summary - Global marketing
51. Summary - Global competitiveness
52. Summary - Global mergers and joint ventures
53. Summary - Global markets
54. Summary - Protectionism and trading blocs
55. Summary - International trade and globalisation
56. Summary - Growing economies
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Theme 3 Topic 2
Corporate Strategy

Ansoff Matrix
Marketing planning tool which helps a business determine its growth strategy.

Market Penetration:

 Businesses focus on selling existing products in an existing market.
 Least risky, lower potential rewards.
 Seeks to achieve four main objectives:
- Maintain or increase market share of current products
- Restructure a mature market by driving out competitors
- Secure dominance of growth markets
- Increase usage by existing customers

e.g. Tesco launching a £5 million advertising campaign

Market Development:

 Businesses seek to sell existing products in a new market.
 More risky strategy than market penetration due to the targeting of new markets.
 There are many possible ways of approaching this strategy:
- New geographical markets
- New product dimensions or packaging
- New distribution channels (e.g. moving to e-commerce and mail order)
- Different pricing policies to attract different customers or create new market segments

e.g. Google launching their search engine in China

Product Development:

 A business aims to introduce new products into existing markets.
 May require the development of new competencies and the business to develop modified products
which appeal to existing markets.
 A successful product development strategy places the marketing emphases on:
- Research & development and innovation
- Detailed insights into customer needs
- Being first to market

e.g. Cobra Beer launching a draft version of its bottled beer.

Diversification:

 A business sells new products in new markets
 High risk strategy due to little experience in new market with new product
 Chance of being highly rewarding

e.g. NESCAFE developing a range of soft drinks

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Summary Corporate Strategy

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