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Choosing Strategic Direction: A Level AQA Business Unit 8 & 9 - Examples & Strategy

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Amelia

01/04/2023

Business

Choosing Strategic Direction (Unit 8) A-Level Business

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Business

Choosing Strategic Direction: A Level AQA Business Unit 8 & 9 - Examples & Strategy

Choosing Strategic Direction in AQA A Level Business is a crucial topic that explores how businesses determine their overall path to meet aims and objectives. This unit covers key aspects of strategic planning including market selection, product offerings, and growth direction.

  • The unit explores marketing strategies, Ansoff's Matrix, and Porter's Generic Strategies
  • It emphasizes the importance of competitive advantage and positioning in the market
  • Students learn about risk assessment and the factors influencing strategic decisions
...

01/04/2023

901

CHOOSING STRATEGIC DIRECTION General path a business takes Meet aims and objectives Key features are which markets to compete in, what produ

View

Ansoff's Matrix Strategies

This page delves deeper into the four strategies presented in Ansoff Matrix, providing detailed explanations and conditions for each:

  1. Market Penetration: Increasing market share in existing markets with existing products.

    • Least risky strategy
    • Requires growing market and competitive strength

  2. Product Development: Selling new products to existing markets.

    • Moderately risky (one unknown)
    • Requires strong R&D and market share

  3. Market Development: Selling existing products to new markets.

    • Moderately risky (one unknown)
    • Involves new audience targeting or distribution channels

  4. Diversification: Selling new products to new markets.

    • Most risky strategy (two unknowns)
    • Helps spread overall risk and create multiple revenue streams

Example: Blackberry's move into data security after their phone business declined is an example of diversification.

Highlight: The matrix lays out expected risks of each strategic direction, helping businesses make informed decisions.

The page also discusses advantages and disadvantages of Ansoff's Matrix, noting its simplicity but potential oversimplification of growth options.

CHOOSING STRATEGIC DIRECTION General path a business takes Meet aims and objectives Key features are which markets to compete in, what produ

View

Positioning Strategies and Competitive Advantage

This page focuses on positioning strategies and competitive advantage, key concepts in strategic position business a level. It introduces Porter's ideas on competitive advantage and generic strategies.

Positioning strategies involve:

  1. Choosing how to compete with other businesses in the market
  2. Selecting a strategy suitable for the individual business

Porter identified two types of competitive advantage:

  1. Cost Advantage: Selling similar products at lower costs than rivals
  2. Differentiation Advantage: Offering unique or superior products

Example: Low-cost airlines like easyJet and Ryanair exemplify cost advantage by using cheaper airports.

The page emphasizes the challenges of maintaining competitive advantage and the need for continuous monitoring of internal and external factors.

Highlight: Competitive advantage can foster brand loyalty but is often difficult to maintain due to changing market conditions and competitor actions.

Porter's three generic strategies for gaining advantage are introduced:

  1. Cost Leadership
  2. Differentiation
  3. Focus (mentioned but not elaborated on this page)

Vocabulary: Competitive Advantage - A condition or circumstance that puts a company in a favorable or superior business position.

CHOOSING STRATEGIC DIRECTION General path a business takes Meet aims and objectives Key features are which markets to compete in, what produ

View

Porter's Generic Strategies

This page provides an in-depth look at Porter's Generic Strategies, a key concept in AQA A Level Business unit 9.

  1. Cost Leadership Strategy:

    • Aims to be the lowest-cost producer in the industry
    • Requires efficient production methods and economies of scale
    • Examples: Primark, Aldi, Lidl

  2. Differentiation Strategy:

    • Focuses on creating unique products or services
    • Involves heavy investment in marketing and R&D
    • Examples: Apple, Dyson, Rolls Royce

  3. Focus Strategy:

    • Concentrates on a narrow segment of the market
    • Can be cost-focused or differentiation-focused
    • Examples: Harrods (luxury focus), Waterstones (book enthusiasts)

Definition: Porter's Generic Strategies are a set of strategic approaches that businesses can use to outperform their competitors in the market.

The page discusses the advantages and disadvantages of each strategy, emphasizing that the choice depends on the business's strengths and market conditions.

Highlight: Successful implementation of these strategies can lead to above-average returns, but each comes with its own risks and challenges.

Example: Tesla initially used a focus strategy by targeting affluent early adopters of electric vehicles before expanding to a broader market.

CHOOSING STRATEGIC DIRECTION General path a business takes Meet aims and objectives Key features are which markets to compete in, what produ

View

Bowman's Strategy Clock

This page introduces Bowman's Strategic Clock, another important model in strategic planning AQA a level business.

Bowman's Strategy Clock is a model that expands on Porter's Generic Strategies, offering eight strategic options based on price and perceived value:

  1. Low Price/Low Value
  2. Low Price
  3. Hybrid
  4. Differentiation
  5. Focused Differentiation
  6. Increased Price/Standard Value
  7. High Price/Low Value
  8. Low Value/Standard Price

Definition: Bowman's Strategy Clock is a model used to analyze the competitive position of a company in relation to the perceived value and price of its products or services.

The page explains each position on the clock, providing examples and discussing the viability of each strategy.

Example: Ryanair occupies the 'Low Price' position, while Apple typically occupies the 'Differentiation' or 'Focused Differentiation' position.

Highlight: The model suggests that positions 6, 7, and 8 are not sustainable in the long term as they offer poor value to customers.

CHOOSING STRATEGIC DIRECTION General path a business takes Meet aims and objectives Key features are which markets to compete in, what produ

View

Influences on Strategic Choice

This page discusses the various factors that influence a business's choice of positioning strategy, crucial for understanding strategic position business a level.

Key influences include:

  1. Size and Resources of the Business:

    • Larger businesses may have more options due to greater resources
    • Smaller businesses might focus on niche markets

  2. Objectives and Culture:

    • Profit-focused firms may lean towards cost leadership
    • Businesses prioritizing innovation might choose differentiation

  3. Stakeholder Influence:

    • Shareholders might push for short-term profits
    • Employees might influence workplace practices

  4. Market Conditions:

    • Level of competition
    • Market growth or decline
    • Consumer trends and preferences

  5. Technological Factors:

    • Availability of new technologies
    • Cost of implementing new technologies

Highlight: The choice of positioning strategy is a complex decision influenced by both internal and external factors.

The page emphasizes the importance of aligning the chosen strategy with the business's capabilities and market realities.

Example: A luxury car manufacturer like Bentley would likely choose a differentiation strategy due to its brand image and target market, despite higher production costs.

CHOOSING STRATEGIC DIRECTION General path a business takes Meet aims and objectives Key features are which markets to compete in, what produ

View

Evaluating Strategic Choice

This final page focuses on evaluating strategic choices, a critical skill for AQA A Level Business unit 9 students.

Key points for evaluation include:

  1. Suitability:

    • Does the strategy fit with the business's objectives and values?
    • Is it appropriate for the current market conditions?

  2. Feasibility:

    • Does the business have the necessary resources and capabilities?
    • Can the strategy be implemented within required timeframes?

  3. Acceptability:

    • Will stakeholders support the strategy?
    • What are the potential risks and returns?

  4. Competitive Advantage:

    • Does the strategy provide a sustainable competitive edge?
    • How easily can competitors imitate or counter the strategy?

  5. Flexibility:

    • Can the strategy adapt to changing market conditions?
    • Does it allow for future growth and diversification?

Highlight: Effective evaluation of strategic choices involves considering both short-term and long-term implications for the business.

The page emphasizes the importance of using various analytical tools (SWOT, PESTLE, etc.) in the evaluation process.

Example: When evaluating a potential market expansion strategy, a business might use Porter's Five Forces model to assess the attractiveness of the new market.

Vocabulary: SWOT Analysis - A strategic planning tool that helps identify Strengths, Weaknesses, Opportunities, and Threats related to business competition or project planning.

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Lena, iOS user

I love this app ❤️ I actually use it every time I study.

Subjects

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Business

Choosing Strategic Direction: A Level AQA Business Unit 8 & 9 - Examples & Strategy

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Amelia

@amelia.21

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Choosing Strategic Direction in AQA A Level Business is a crucial topic that explores how businesses determine their overall path to meet aims and objectives. This unit covers key aspects of strategic planning including market selection, product offerings, and growth direction.

  • The unit explores marketing strategies, Ansoff's Matrix, and Porter's Generic Strategies
  • It emphasizes the importance of competitive advantage and positioning in the market
  • Students learn about risk assessment and the factors influencing strategic decisions
...

01/04/2023

901

 

13

 

Business

49

CHOOSING STRATEGIC DIRECTION General path a business takes Meet aims and objectives Key features are which markets to compete in, what produ

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Ansoff's Matrix Strategies

This page delves deeper into the four strategies presented in Ansoff Matrix, providing detailed explanations and conditions for each:

  1. Market Penetration: Increasing market share in existing markets with existing products.

    • Least risky strategy
    • Requires growing market and competitive strength

  2. Product Development: Selling new products to existing markets.

    • Moderately risky (one unknown)
    • Requires strong R&D and market share

  3. Market Development: Selling existing products to new markets.

    • Moderately risky (one unknown)
    • Involves new audience targeting or distribution channels

  4. Diversification: Selling new products to new markets.

    • Most risky strategy (two unknowns)
    • Helps spread overall risk and create multiple revenue streams

Example: Blackberry's move into data security after their phone business declined is an example of diversification.

Highlight: The matrix lays out expected risks of each strategic direction, helping businesses make informed decisions.

The page also discusses advantages and disadvantages of Ansoff's Matrix, noting its simplicity but potential oversimplification of growth options.

CHOOSING STRATEGIC DIRECTION General path a business takes Meet aims and objectives Key features are which markets to compete in, what produ

Sign up to see the content. It's free!

Access to all documents

Improve your grades

Join milions of students

By signing up you accept Terms of Service and Privacy Policy

Positioning Strategies and Competitive Advantage

This page focuses on positioning strategies and competitive advantage, key concepts in strategic position business a level. It introduces Porter's ideas on competitive advantage and generic strategies.

Positioning strategies involve:

  1. Choosing how to compete with other businesses in the market
  2. Selecting a strategy suitable for the individual business

Porter identified two types of competitive advantage:

  1. Cost Advantage: Selling similar products at lower costs than rivals
  2. Differentiation Advantage: Offering unique or superior products

Example: Low-cost airlines like easyJet and Ryanair exemplify cost advantage by using cheaper airports.

The page emphasizes the challenges of maintaining competitive advantage and the need for continuous monitoring of internal and external factors.

Highlight: Competitive advantage can foster brand loyalty but is often difficult to maintain due to changing market conditions and competitor actions.

Porter's three generic strategies for gaining advantage are introduced:

  1. Cost Leadership
  2. Differentiation
  3. Focus (mentioned but not elaborated on this page)

Vocabulary: Competitive Advantage - A condition or circumstance that puts a company in a favorable or superior business position.

CHOOSING STRATEGIC DIRECTION General path a business takes Meet aims and objectives Key features are which markets to compete in, what produ

Sign up to see the content. It's free!

Access to all documents

Improve your grades

Join milions of students

By signing up you accept Terms of Service and Privacy Policy

Porter's Generic Strategies

This page provides an in-depth look at Porter's Generic Strategies, a key concept in AQA A Level Business unit 9.

  1. Cost Leadership Strategy:

    • Aims to be the lowest-cost producer in the industry
    • Requires efficient production methods and economies of scale
    • Examples: Primark, Aldi, Lidl

  2. Differentiation Strategy:

    • Focuses on creating unique products or services
    • Involves heavy investment in marketing and R&D
    • Examples: Apple, Dyson, Rolls Royce

  3. Focus Strategy:

    • Concentrates on a narrow segment of the market
    • Can be cost-focused or differentiation-focused
    • Examples: Harrods (luxury focus), Waterstones (book enthusiasts)

Definition: Porter's Generic Strategies are a set of strategic approaches that businesses can use to outperform their competitors in the market.

The page discusses the advantages and disadvantages of each strategy, emphasizing that the choice depends on the business's strengths and market conditions.

Highlight: Successful implementation of these strategies can lead to above-average returns, but each comes with its own risks and challenges.

Example: Tesla initially used a focus strategy by targeting affluent early adopters of electric vehicles before expanding to a broader market.

CHOOSING STRATEGIC DIRECTION General path a business takes Meet aims and objectives Key features are which markets to compete in, what produ

Sign up to see the content. It's free!

Access to all documents

Improve your grades

Join milions of students

By signing up you accept Terms of Service and Privacy Policy

Bowman's Strategy Clock

This page introduces Bowman's Strategic Clock, another important model in strategic planning AQA a level business.

Bowman's Strategy Clock is a model that expands on Porter's Generic Strategies, offering eight strategic options based on price and perceived value:

  1. Low Price/Low Value
  2. Low Price
  3. Hybrid
  4. Differentiation
  5. Focused Differentiation
  6. Increased Price/Standard Value
  7. High Price/Low Value
  8. Low Value/Standard Price

Definition: Bowman's Strategy Clock is a model used to analyze the competitive position of a company in relation to the perceived value and price of its products or services.

The page explains each position on the clock, providing examples and discussing the viability of each strategy.

Example: Ryanair occupies the 'Low Price' position, while Apple typically occupies the 'Differentiation' or 'Focused Differentiation' position.

Highlight: The model suggests that positions 6, 7, and 8 are not sustainable in the long term as they offer poor value to customers.

CHOOSING STRATEGIC DIRECTION General path a business takes Meet aims and objectives Key features are which markets to compete in, what produ

Sign up to see the content. It's free!

Access to all documents

Improve your grades

Join milions of students

By signing up you accept Terms of Service and Privacy Policy

Influences on Strategic Choice

This page discusses the various factors that influence a business's choice of positioning strategy, crucial for understanding strategic position business a level.

Key influences include:

  1. Size and Resources of the Business:

    • Larger businesses may have more options due to greater resources
    • Smaller businesses might focus on niche markets

  2. Objectives and Culture:

    • Profit-focused firms may lean towards cost leadership
    • Businesses prioritizing innovation might choose differentiation

  3. Stakeholder Influence:

    • Shareholders might push for short-term profits
    • Employees might influence workplace practices

  4. Market Conditions:

    • Level of competition
    • Market growth or decline
    • Consumer trends and preferences

  5. Technological Factors:

    • Availability of new technologies
    • Cost of implementing new technologies

Highlight: The choice of positioning strategy is a complex decision influenced by both internal and external factors.

The page emphasizes the importance of aligning the chosen strategy with the business's capabilities and market realities.

Example: A luxury car manufacturer like Bentley would likely choose a differentiation strategy due to its brand image and target market, despite higher production costs.

CHOOSING STRATEGIC DIRECTION General path a business takes Meet aims and objectives Key features are which markets to compete in, what produ

Sign up to see the content. It's free!

Access to all documents

Improve your grades

Join milions of students

By signing up you accept Terms of Service and Privacy Policy

Evaluating Strategic Choice

This final page focuses on evaluating strategic choices, a critical skill for AQA A Level Business unit 9 students.

Key points for evaluation include:

  1. Suitability:

    • Does the strategy fit with the business's objectives and values?
    • Is it appropriate for the current market conditions?

  2. Feasibility:

    • Does the business have the necessary resources and capabilities?
    • Can the strategy be implemented within required timeframes?

  3. Acceptability:

    • Will stakeholders support the strategy?
    • What are the potential risks and returns?

  4. Competitive Advantage:

    • Does the strategy provide a sustainable competitive edge?
    • How easily can competitors imitate or counter the strategy?

  5. Flexibility:

    • Can the strategy adapt to changing market conditions?
    • Does it allow for future growth and diversification?

Highlight: Effective evaluation of strategic choices involves considering both short-term and long-term implications for the business.

The page emphasizes the importance of using various analytical tools (SWOT, PESTLE, etc.) in the evaluation process.

Example: When evaluating a potential market expansion strategy, a business might use Porter's Five Forces model to assess the attractiveness of the new market.

Vocabulary: SWOT Analysis - A strategic planning tool that helps identify Strengths, Weaknesses, Opportunities, and Threats related to business competition or project planning.

CHOOSING STRATEGIC DIRECTION General path a business takes Meet aims and objectives Key features are which markets to compete in, what produ

Sign up to see the content. It's free!

Access to all documents

Improve your grades

Join milions of students

By signing up you accept Terms of Service and Privacy Policy

Choosing Strategic Direction

This page introduces the concept of strategic direction in business, focusing on key elements of strategic planning AQA a level business. It outlines the importance of marketing strategy and introduces Ansoff's Matrix as a tool for growth planning.

The marketing strategy section highlights factors influencing market choice:

  • Product type (B2B or B2C)
  • Competition level
  • External factors (PESTLE analysis)
  • Internal resources
  • Risk attitude

Ansoff's Matrix is presented as a planning model for product and market strategies, introducing four key strategies: market penetration, product development, market development, and diversification.

Definition: Ansoff's Matrix is a planning model that helps businesses determine which strategy to employ in relation to its products and markets.

Highlight: The matrix considers both existing and new products and markets, providing a framework for strategic growth decisions.

Vocabulary: PESTLE analysis - A tool used to analyze external factors affecting a business: Political, Economic, Social, Technological, Legal, and Environmental.

Can't find what you're looking for? Explore other subjects.

Knowunity is the #1 education app in five European countries

Knowunity has been named a featured story on Apple and has regularly topped the app store charts in the education category in Germany, Italy, Poland, Switzerland, and the United Kingdom. Join Knowunity today and help millions of students around the world.

Ranked #1 Education App

Download in

Google Play

Download in

App Store

Knowunity is the #1 education app in five European countries

4.9+

Average app rating

17 M

Pupils love Knowunity

#1

In education app charts in 17 countries

950 K+

Students have uploaded notes

Still not convinced? See what other students are saying...

iOS User

I love this app so much, I also use it daily. I recommend Knowunity to everyone!!! I went from a D to an A with it :D

Philip, iOS User

The app is very simple and well designed. So far I have always found everything I was looking for :D

Lena, iOS user

I love this app ❤️ I actually use it every time I study.