Organisational strategy

Strategy is defined as "the long term direction of an organisation" Johnson and Scholes (2011). There are three different levels of strategy; corporate, business and operational level. The corporate level defines the overall scope of the organisation. The business level looks at how individuals business units compete in their particular market and the operational level looks at how organisations actually deliver in terms of resources, people, and processes. SWOT analysis is way of analysing an organisations position in the market and this helps the organisations to come up with a strategy for the future. SWOT stands for strengths, weaknesses, opportunities and threats. Strengths and weaknesses will look at the organisation itself whereas the opportunities and threats are of the external environment. Ansoff matrix is a tool used by a business to determine its product and market growth strategy. It suggests that growth of a business relies on whether the business markets new or existing products in new or exiting markets.