Per 2 keywords Flashcards
corporate aims
a generalised statement of where a business is heading, from which objectives can be set
mission
the underpinning purpose behind the existence of a business
corporate objectives
specific targets set for the whole firm to reach in a given time period to achieve the corporate aims, they are SMART
mission statement
a qualitative statement of the business’ aims and is the underpinning purpose behind the existence of a business. It also says its vision for the future
corporate strategy
a medium to long term plan for achieving the corporate objectives
strategic decisions
they are large scale decisions that are hard to reverse
tactical objectives
they are short-term which do not rely on many resources and can be easily reversed
porter’s strategic matrix
a model showing alternative strategies for achieving competitive advantage
product differentiation
the extent to which consumers perceive on product as being distinct from its rivals
distinctive capabilities
a competency that is unique and difficult to copy that leads to a competitive advantage
diversification
when a company expands its activities outside its normal range by selling a new product in a new market
generic strategy
a strategic position that will prove effective in every market
competitive advantage
an advantage over competitors gained by offering consumers greater value, either by means of lower prices or through non-price strategies
ansoff’s matrix
a model showing alternative strategies for achieving growth
market penetration
selling more of an existing product into an existing market
market development
selling an existing product in a new market
product development
selling a new product into an existing market
repositioning
changing a product or its promotion to appeal to a different market segment
SWOT analysis
it identifies a business’ internal strengths and weaknesses along with the opportunities and threats it faces by the external environment
benchmarking
comparing your own performance with that of rivals, to try to identify and learn from best practise
key performance indicators (KPIs)
quantifiable measures of aspects of a business’ performance that the business considers to be the main determinants of its commercial success
PESTLE analysis
a framework for assessing the key features of the external environment facing a business
external influence
a factor beyond a firm’s control that can affect its performance, e.g. changes in laws and regulations
economies of scale
when unit costs fall as output increases