E-Marketing Professionals

Crafting a Strategy

A company's strategy represents management's answers to such fundamental business questions as whether to concentrate on a single business or build a diversified group of businesses, whether to cater to a broad range of customers or focus on a particular market niche, whether to develop a wide or narrow product line, whether to pursue a competitive advantage based on low cost or product superiority or unique organizational capabilities, how to respond to changing buyer preferences, how big a geographic market to try to cover, how to react to newly emerging market and competitive conditions, and how to grow the enterprise over the long term.