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FAIS Ombud Index

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Working Smart

By Lee Rossini

The term ‘business strategy’ is well-used in a business context, however, it is often misunderstood and not applied in an effective manner. Simply put, a business strategy refers to the game plan that the owners and managers of a business uses to position themselves in the market, to conduct business operations, to attract and satisfy clients, to compete successfully in its chosen marketplace and to achieve its stated business objectives (Thomson and Strikland, 2003).  In a nutshell, a business strategy focuses on the way in which a business gets from where it is to where it wants to be; the process involves identifying the right choices that must be made to overcome the challenges and difficulties along the way. 

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