A pattern of major objectives, goals, essential policies and plans that define the current or future firm’s business and the kind of company the firm is now or is to become

10. Strategic Direction Distribution No-hassle service Systems Standard operating procedure Organization Central authority Finite empowerment Corporate Culture Predictable One-size-fits-all

11. Strategic Direction Ideas to Products Skillful marketing Systems Rewards innovation New product success Organization Ad hoc, Organic Flexible, Changes Corporate Culture Experimental Out of box thinking

12. Strategic Direction Provide solutions Improve customer’s business Systems Measures cost of service Customer loyalty Organization Empowerment Close to customer Corporate Culture Flexible Have it your way

43. Stars Cash Cows Question Marks Dogs Product Sales Growth Rate Relative Market Share High Low Low High

44. Product Sales Growth Rate Relative Market Share High Low Low High Introduction Growth Maturity Decline

49. Stars Cash Cows Question Marks Dogs Product Sales Growth Rate Relative Market Share High Low Low High Success Sequence

50. Stars Cash Cows Question Marks Dogs Product Sales Growth Rate Relative Market Share High Low Low High Disaster Sequence

51. Stars Cash Cows Question Marks Dogs Product Sales Growth Rate Relative Market Share High Low Low High

52. Stars Cash Cows Question Marks Dogs Product Sales Growth Rate Relative Market Share High Low Low High

54. BUSINESS STRENGTH INDUSTRY ATTRACTIVENESS Harvest/ Divest Selectivity/ Earnings Invest/ Grow

57. B u siness Sector Prospects Company’s Competitive Capabilities