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Vimukthi Adithya
Creamy Yoghurts
Business Strategy
Individual assignment
Acknowledgment
I would like to thank Ms.Inoka Gunarathne for sharing her valuable ideas with us regarding
Business strategy. Her lecture gave me some valuable points and the hand-outs that were
given came in handy while doing the report. My friends at ICBT who helped at various
situations and the books at the library helped me to gain a good knowledge.
Business Strategy
Individual assignment
Executive summary
Strategy refers to the direction and scope of an organization over the long term. Strategic
planning is the process of managing the organizational resources to meet its objectives, with
also taking the changing market opportunities into account. Creamy Yoghurts is one of the
leading Yoghurt manufacturers in the country. Its vision is Offer the customers with the best
product in a more innovative way than the rivals and have more value towards customers,
while empowering the employees and the vision of the company is To become the leader in
the market, with innovation and added creativity and together with empowerment. The main
objectives of Creamy Yoghurts are Profitability and productivity, Employee relation and
retention, Growth, Marketing and customer relations and CSR. Almost all the organizations
face certain issues when planning strategic direction; this is mainly due to the changing
market conditions. Few issues would be Economic condition, use of resources, Time
duration, Customers taste and preferences, Decisions of the rivals. Organizations use a
number of planning techniques, which would help them to plan their strategic decisions. Few
methods that Creamy Yoghurts uses are SWOT analysis, Gap analysis, Boston (BCG) matrix,
Value chain and Porters five forces. It is always advisable for any organization to carry out
an environmental audit / scanning, this will help the organization to identify certain important
factors that are essential to them in future. Usually in here PESTEL analysis is done, which
briefs the organization on Political, Environmental, Social, Technological, Economical and
Legal factors. Next the stakeholders of an organization play a key role in helping the
organization to achieve its goals. Stakeholders could be identified as the group of people who
are interested or affected by the decisions taken by the organization. Creamy Yoghurts have
identified a certain number of stakeholders and their concerns and then these stakeholders are
prioritized and are mainly divided in to four groups as Latents, Promoters, Defenders and
Apathetics. The main aim of an organization would be to grow and expand with the time.
There are a number of growth strategies that Creamy Yoghurts could use to grow. They are:
Ansoff growth vector, Porters generic strategies, Mergers, Acquisitions and take overs,
Scenario building. Creamy Yoghurts are deciding to move into a new market, which is to go
into International trade as their growth strategy. Each division has certain roles and
responsibilities; they might also face problems when trying to obtain the necessary resources
but with careful and effective planning these objectives could be achieved.
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Table of Contents
1. Introduction
2. Strategic Terminology
2-4
3. Issues involved in planning strategic direction for the organization under the current
business conditions 5-6
4. Different planning techniques that could be adopted by the organization 6
4.1 SWOT Analysis
7- 8
14 16
16- 18
7. Alternative strategies that the organization can adopt to grow the business 19
7.1 Ansoff growth vector / matrix 19-20
7.2 Porters generic strategies
20-22
22-23
23-24
25
26 -27
30- 31
29
27-28
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SWOT Analysis
Gap Analysis
BCG Matrix
12
13
PESTELAnalysis
14
Prioritization of stakeholders
9
10
17
18
19
21
12 Scenario building
24
28
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1. Introduction
Creamy Yoghurts is one of the leading Yoghurt manufactures in the country. The organization
currently holds the 2nd position in regard to the market share and the main aim of the
company is to become the leading Yoghurt manufacture within the next 2 years or so. It is
clearly understood that the main objective of any organization would be to grow and expand
after few years of operations. Cream Yoghurts have identified some core competencies which
has helped them to stand out from its competitors. This report explain the mission, vision,
objectives and the core competencies of Creamy Yoghurts, the problems they might face
while planning strategic direction due to the changing economic condition. The reports also
clearly shows the number of different planning techniques that an organization could use and
it shows how Creamy Yoghurts have effectively got the use of SWOT analysis, gap analysis,
BCG matrix, value chain and the porters 5 forces. The importance of carrying out a PESTEL
analysis is given and also the value of shareholders and the importance of shareholder
analysis are given out effectively. This report also shows that Creamy Yoghurts could use a
number of methods as growth strategies and they have decided to move into a new market,
which is called market development according to the Ansoff growth matrix. It is also
understood that all the divisions has certain roles and responsibilities in helping out Creamy
Chocolates to achieve this objective. In conclusion this report shows the problems faced in
obtaining necessary resources and the time taken to achieve the targets.
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2. Strategic Terminology
In simpler terms strategy refers to the direction and scope of an organization over the long
term. It is also a plan or a method of achieving a goal or a solution to a problem with the
available resources. Strategic planning is the process of managing the organizational
resources to meet its objectives, with also taking the changing market opportunities into
account.
2.1 Mission of Creamy Yoghurts
A mission is very important to an organization and it is used in almost all the organizations. A
mission will define the present state or the purpose of an organization. This will explain the
reason of existence of the company and what it does, who it does for and how it does. The
mission statement will also help the stakeholders to have an idea on what the company hopes
to do and its overall intension. The mission of Creamy Yoghurts is given below.
Offer the customers with the best product in a more innovative way than the rivals and
have more value towards customers, while empowering the employees.
2.2 Vision of Creamy Yoghurts
Unlike mission, the vision of an organization depicts what an organization want or hope to
achieve in future. This mainly explains about what an organization want to achieve in the
long run, it may be the next five, ten or fifteen years ahead. The vision of Creamy chocolates
is given below.
To become the leader in the market, with innovation and added creativity and together
with empowerment
2.3 Objectives and goals of Creamy Yoghurts
Its common that any organization that exists is having its own goals and objectives. Before
setting up an organization, it is essential to identify its own goals and objectives and the
purpose of why they are going to carry out operations.
Few of the objectives of Creamy Yoghurts are given below.
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Employee relation and retention one theory adopted at Creamy Yoghurts is that
more the employees are kept happy and motivated, the easier for the organization to
achieve its objectives. Both the mission and the vision states about empowerment,
and the company have been empowering its employees. What creamy Yoghurts
really needs is to build up a good relationship between the management and the
employees and to retain them, because employee turnovers costs money and the
productivity will go down and in the other hand more money will have to be spent on
recruitment and training process. So one main objective is to retain its employees.
Growth This is one of the most important objectives of the organization. The
company is planning to expand its operation in the coming two years. Few plans
have been laid down and the decision needs to be implemented properly. The
management is planning to set up new branches and also is planning to introduce
new products. So the main goal is to make the name Creamy Yoghurts more
familiarize with the people and strengthen the brand name.
CSR Creamy Yoghurts is an organization which engages heavily in CSR. One main
objective in doing this is to help to make a better and health country and also in the
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other hand to improve their band image and promote the company within the society
by doing good things.
Very experienced staff. Almost all the people have been in the company from
beginning and they are very well adapted to the business environment.
Creamy Yoghurt is regarded as an organization which gives more opportunities for
young, creative and innovative people. So giving more job opportunities has helped
rivals, and also it has benefited them by improving their brand image.
Good strong marketing strategies used to advertise the products.
Currently having the 2nd largest market share, and is hoping to get to the top within
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is mainly due to the business conditions, and I would rather call it due to changing business
conditions. Few issues that are involved are listed down.
Economic condition One must also understand that the economy is not stable
always. It is common that there are economic downturns, so during this time nothing
will work in favor of you. Things will not go according to the plans and the goals and
objectives that are set will be unachievable. So the Economic condition of the
country will play a huge role and will create a lot of issues to an organization.
Customers taste and preferences Customers are the key to success of any
organization and it is the responsibility of the organization to identify, understand
and cope up with the changing customer tastes and preferences. A small change in
customer taste can create huge issues to the organization and this will affect their
strategic direction.
Decisions of the rivals might also be an issue involved in planning strategic decision.
Sometimes the top management might not be aware of certain decision and might not
be willing to help or to approve it any further, so this might create issues within the
organization.
It is also understood that the organization is not able to predict the external
environment.
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Planning before doing, is one important rule that all the business should follow. It is better
to plan things, identify the gaols and targets and then work according to those plans to
achieve the desired objectives. Any business functioning without a proper plan is likely to fall
down than succeeding. Using proper planning techniques are likely to provide a large number
of benefits to the organization. Few would be; better time management, have more control
over staff and use of resource, better and effective coordination with the employees, helps to
become more focus and more flexible. There are a number of different techniques that could
be used by the organization. Following are a few techniques.
SWOT analysis
Gap analysis
Boston (BCG) matrix
Value chain
Porters five forces
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Diagram 1
Analysis
SWOT
(http://mobile-cuisine.com/business/developing-a-swot-analysis-foryour-mobile-food-business)
The following is a brief SWOT analysis which has been done for Creamy Yoghurts.
STRENGTHS
A good unique and strong name CREAMY YOGHURTS which has the ability to
attract customers.
Well experienced staff.
Innovative ideas. Decision taken to give free gifts for the kids and also monthly
WEEKNESSES
Higher costs.
Need to find ways to obtain funds.
Need to invest more in new technology to compete effectively with the competitors.
OPPORTUNITIES
Possibility to expand into other areas of the county.
Collaboration with a small snack/juice bar.
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THREATS
High competition.
Changes in customer taste and preferences
Various government policies and legislations
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Diagram 2
Gap analysis
(simply
strategic
planning)
Well, it is true that Gap analysis is a great project management tool, but it is clearly in the
hands of the management to provide necessary arrangements and resources to help to reduce
the gap. Two key words used under gap analysis are What is and what should be. The
organization should list down factors such as attributes, competencies and performance levels
of the current situation and then should identify the factors that need to be implemented in
future to achieve the desired objectives.
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An organization is most likely to engage in the production of large number of products and it
is the duty and the responsibility of the organization to identify and decide which products
you should focus more on investment. Simply this means that the business needs to allocate
its investment on each and every product, so in order to make things easier for the
organization a BCG matrix could be prepared. It is a simple, visual way to examine the likely
financial performance of your product or business portfolio. (MindTools).
The Following diagram clearly shows the characteristics of Stars, Problem child, Cash Cow
and Dogs.
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A value chain is a set of activities that an organization carries out to create value for its
customers. Porter proposed a general-purpose value chain that companies can use to examine
all of their activities, and see how they're connected. The way in which value chain activities
are performed determines costs and affects profits, so this tool can help you understand the
sources of value for your organization. (Mind Tools)
The following diagram clearly explains how a value chain would look like.
Activity Analysis: First, you identify the activities you undertake to deliver your
product or service.
Value Analysis: Second, for each activity, you think through what you would do to
add the greatest value for your customer.
Evaluation and Planning: Thirdly, you evaluate whether it is worth making changes,
and then plan for action. (Mind Tools)
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The Porter's Five Forces tool is a simple but powerful tool for understanding where power
lies in a business situation. This is useful, because it helps you understand both the strength of
your current competitive position, and the strength of a position you're considering moving
into. With a clear understanding of where power lies, you can take fair advantage of a
situation of strength, improve a situation of weakness, and avoid taking wrong steps. This
makes it an important part of your planning toolkit. Conventionally, the tool is used to
identify whether new products, services or businesses have the potential to be profitable.
(Mind Tools). The following diagram clearly explains Porters 5 forces.
Diagram
Porters
forces
Tools)
6
five
(Mind
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environments for
detecting
and
threats that
may influence its current and future plans. In comparison, surveillance is confined to a
specific objective or a narrow sector. (BusinessDictionary)
PESTEL stands for Political, Economical, Social, Technological, Environmental and Legal
factors.
The following diagram shows the PESTEL factors very clearly.
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Political Political factors play a huge role for an organization and will have a huge
influence on its decisions. They might place obligations and duties on an organization.
Some other factors under this would be tax policies, safety regulations issued by the
government, international laws, etc. Creamy Yoghurts will have to produce products
according to given standards. There will also be several market regulations. Company
will also have to adhere to trade agreements, tariffs or restrictions.
Economical The market condition or the economy of the country is bound to change
from time to time. The economy might be in a boom, in a recession or in a growing
inflation problem, these can influence an organization and it will change the future
plans set up by an organization. Creamy Yoghurts will have to cope up anything
because depending on the economic condition they might not get to market their
products well and the sales will not increase. It is clearly understood that if an
economy is in a recession, then it will have high unemployment levels, low spending
power and lower stakeholder confidence. Vice versa will happen if the economy is in
a boom. The successfulness of the business will depend on how they react and
respond to economic conditions. If Creamy Yoghurts have the power and confidence
then they will be successful in the long run.
Social This mainly looks into or considers peoples lifestyles and behavior. Different
people have different choices and their tastes and preferences differ. A company
should always try to produce a product and market it effectively which can capture a
wider customer range. Factors such as mood and demographics should be taken into
account. The company should always consider the population changes in the country.
Changes in the structure of a population will affect the demand and supply of goods
and services. Creamy Yoghurts will have to produce products that will suit different
segments in the market.
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technology the exchange of information is faster and this can help the business as they
can react quickly to changes. In order to be more competitive in the market Creamy
Yoghurts should use modern technology to produce goods and use modern techniques
to market the goods. Internet shopping is widely used and Super Taste Biscuits could
open up their own site which helps customers to shop from home, and mobile apps
could be created as part of technological methods to market a product.
Legal Company will have to adhere to certain rules and regulations which are set up
by the government. Labor laws will have to be taken into account and also other laws
such as sale of goods act should be considered here. Creamy Yoghurts will have to
produce products according to a certain standard, should advertise legally,
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Organizations should understand that it is not all about generating sales and obtaining higher
profits, they should also operate or take actions in way that could or should satisfy a large
number of people. Organizations should also understand that it is not an easy task to keep all
the stakeholders satisfied at once and full fill the needs of all the stakeholders.
Creamy Yoghurts have identified a large number of stakeholders who are interested or are
affected by their decisions. The following table shows possible stakeholders and their
concerns.
Stakeholder
Stakeholder concerns
Shareholders
Employees
Customers
Suppliers
Creditors
Community
Jobs,
involvement,
Environmental
protection,
Shares,
Truthful
communication,
Trade unions
Government
After Creamy Yoghurts have identified their Stakeholders, then they should prioritize the
stakeholders. Usually this prioritization will be divided into four parts as high influence low
interest, High influence low interest, Low influence low interest and Low influence high
interest.
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The following diagram clearly shows how an organization should prioritize its stakeholders.
Next, it is in the hands of the management to categorize these identified stakeholders into the
4 groups mentioned. This needs to be done carefully and effectively and should identify the
ones who should get more priority and ones who should get less.
Creamy Yoghurts have divided some of their stakeholders into the four groups as follows.
Latents
Promoters
Apathetics
Defenders
7. Alternative strategies that the organization can adopt to grow the business
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One main objective of any organization would be to grow over time. Organizations start in
small scale and gradually they grow. Growth is a one main goal to be considered but
achieving this is not a walk in the park. This takes time, need more resources and the
organization should use several strategies which would help them to grow. Given below are
few growth strategies that an organization could adopt to achieve growth in future.
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In the context on Creamy Yoghurts, they too have been adopting this strategy and have been
successful; one likely area that they would like to move into would be diversification. This is
the mostly risky method, but it is said that a business should be willing to take risks and it is
also known that more risks you take the more rewards you get. A totally new range of
products could be introduced into new markets. When taking product development into
consideration, Creamy Yoghurts could produce other dairy products such as milk packets
with various flavours and also when talking about market development they could move into
a new market such as targeting a different segment or maybe move into international trade.
7.2 Porters generic strategies
Any organizations aim would be to gain a competitive advantage over its competitors. With
hard work, effective planning and usage of knowledge and resources this would be
achievable. To make it easier for the organizations Michael Porter introduced some generic
strategies, which were called Cost Leadership" (no frills), "Differentiation" (creating
uniquely desirable products and services) and "Focus" (offering a specialized service in a
niche market). He then subdivided the Focus strategy into two parts: "Cost Focus" and
"Differentiation Focus". (mindtools).
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Cost leadership strategy This strategy is about reducing or minimizing the costs of
the organization of delivering products and services. Under this strategy an
organization will aim to become the leader in terms of cost.
The motive of Porters generic strategies is about gaining a competitive advantage.
Creamy Yoghurts could use the following two methods to achieve competitive
advantage within a cost leadership strategy
Increasing profits by reducing costs, while charging industry- average prices
Increasing market share through charging lower prices, while still making a
reasonable profit on each sale because you have reduced costs. (mindtools)
There are three main ways that Creamy Yoghurts could use to become the cost leader in the
market.
Achieving high asset turnover
Achieving low direct and in direct costs
Control over value chain encompassing all functional groups to ensure low
costs
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Any organization trying to be different from its competitors will give them an added
value, more recognition and more attractiveness.
If Creamy Yoghurts is planning to get the most of differentiation strategy, then they
would need to;
Good research, development and innovation.
The ability to deliver high-quality products or services.
Effective sales and marketing, so that the market understands the benefits
offered by the differentiated offerings. (mindtools)
Focus strategies There are two main types of focus strategies that are being cost
focus and differentiation focus. Focus strategy is all about targeting a particular
segment of the market and concentrating more on that market. In the meantime we
can identify four main market positions as Market leaders, Market challengers,
Market followers and Market niche.
Generally focusing means concentrating, so in here Creamy Yoghurts should
decide on what should they concentrate more on, either to focus more on being
differentiated or being more cost effective. Few more decisions that should be
taken would be to identify the target markets and then ways that should be
implemented to achieve them.
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So if they want to make their dream a reality then they could go for a merger with another
small company, which would give them edge over the current leader. There are three major
types of mergers which Creamy Yoghurts would like to consider. They are Horizontal merger,
Vertical merger and Conglomeration. Few benefits that Creamy Yoghurts would gain due to a
merger would be:
Economies of scale
Greater investment in research and development
Acquiring new technology
Greater efficiency and productivity
Diversification
Reduction of costs due to reduction of staff
More protection from multinationals and more ability to compete on an international
scale
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constraints.
Helps to think about number of possible alternative developments
Raises awareness for possible future situations and helps people to be prepared for
those situations. (Silvan Widler)
Few other methods that Creamy Yoghurts could use as growth strategies would be; Joint
ventures, organic growth, Franchising, Licensing
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select the best and the most effective strategy out of the list and then find effective ways of
implementing them and achieving the desired objectives.
Introducing a new range of products, moving in to a new market, merger with a small
company are some of the decisions that are listed down and out of it Moving into a new
market is selected.
8.1 Creamy Yoghurts decision on moving to a new market The roles and
responsibilities
According to the Ansoff growth matrix this decision could be identified as Market
development, which is pushing the existing products to new markets. This is a bit risky one
but this is likely to succeed if done effectively and carefully. The decision will be to move
into international market, which they can mainly export their Yoghurts with honey into
international market. When implementing a growth strategy few important factors should be
considered. The organization will have to be more concerned on HR, finance, marketing,
production / operations, structure and systems
Human Resource This will mainly concern about finding the perfect people to be
employed to the organization. Since the decision is to move into a international
market, then there no requirement of recruiting new employees into the business only
an agent would be sufficient. It would be great if the organization could first send
someone from Creamy Yoghurts to the foreign country and then carry out an effective
market research to identify what is happening in the economy and what are the tastes
and preferences of the people living there. It would be better to use an existing
employee as the agent rather than hiring one from the foreign country.
Finance the most important element would be finance and in here Creamy Yoghurts
will have to consider about the exchange rates since they are exporting products. The
legal constraints have to be considered here and also should have a brief idea on
tariffs and exchange rate controls. The agent will have to be given a financial
commitment for his services and charges on sales will have to be identified and also
the rate of sales commissions should be considered.
Marketing In here Creamy Yoghurts should decide the marketing strategies that they
are going to use in their new market to market their products to the customers. First
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Creamy Yoghurts should have an understanding on the laws that are imposed by the
foreign government on advertisements, because the same advertisements might new
different meanings in different countries so the same advertisements that are used
back in here could not be used there. The agent could help to carry out the marketing
activities. Creamy Yoghurts could advertise their products mainly over the internet.
The use of Social media could be helpful in marketing their products.
key resources
would
be:
finance,
human
resources, materials
and time.
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Next what Creamy Yoghurts should do is to build up a timescale for the selected Growth
strategy. This will enable them to have a estimated and a rough idea on the amount of time
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taken to complete each task and then the time taken to implement the strategy. The following
table is an example showing the estimated time scales for Creamy Yoghurts.
Activity
Expected time
2 months
1 month
2 weeks
1 month
1 month
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might work out but some might decline. This is where strategic planning comes into play. A
good, effective planning will give more chance for an organization to succeed than to fail in
future. How many organizations successfully act according to their mission and vision?
Creamy Yoghurts have done all the planning techniques before taking up decisions and this
will come in handy for them in future. One should also understand that achieving objectives
is not straight forward; they have to travel in a road with lots of obstacles. Organizations
might use different planning techniques just like Creamy Yoghurts have used, but still this
might not work out due to few issues that may arise due to the changing market conditions, so
because of this the organizations might have to cope with it or adjust themselves. Moving on
the organizations can use several methods to grow, but selecting the best option is risky and
involves proper and effective planning. A decision taken by the organization will largely
affect a number of people, the so called, Stakeholders of the organization. The company will
always have to meet the expectations of the stakeholders and the interests and expectations of
the stakeholders will differ from one another. The organization will always have to find
certain ways to keep all the stakeholders happy and satisfied.
In conclusion the decision taken by Creamy Yoghurts to move into a new market after
considering all the growth strategies available is a bit tricky and a risky one, because
according to the planning, they will move into international trade and export their products so
in doing this they might face a number of problems. Creamy Yoghurts will have to carry out
an effective market research to find details about what is happening in the foreign market.
Should identify the customer tastes and preferences, the standards of the country, legality, the
political structure and the restrictions on exports will all have to be studied carefully and
should consider all these factors. It takes time, more money will be needed, but if its done
properly even though it is risky it is likely to bring the organization more success in future.
12. References
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61850.html
Santosh Karkhanis. (n.d.). Retrieved 07 13, 2014, from
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silvan widler. (n.d.). Retrieved 07 14, 2014, from http://www.sswm.info/category/planningprocess-tools/decision-making/decision-making-tools/situation-and-problem-analys-3
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Business strategy handouts
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