Strategy Development

Abstract

It is now necessary to consider the main forms by which strategy is developed. These are as follows: expansion and growth; market domination; branding; brand leadership; consolidation, the preservation and enhancement of the existing range of activities; withdrawal, retrenchment and contraction, often related to divesting peripheral activities and strengthening the core; diversification, either related or unrelated; product improvement; integration, along the paths of the five forces of competition; new product development; mergers, take-overs and acquisitions; collaboration and joint ventures; project work.