APT Initiatives
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Established in 1999

Special Items

Functional strategy

A plan or course of action required to achieve a business’s functional objectives. For example, to achieve the marketing (and overall corporate) objective of increasing market share, say, from 12 to 20% by 20XX, a business’s marketing strategy could include the following: Concentrate on the middle market sector through product differentiation – a business strategy that involves making a firm’s product look different from its competitors in the eyes of its customers. This may, for example, be achieved through improvements to product packaging, or persuasive TV advertising emphasising product benefits.

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