Outlines a framework comprising three primary strategies focusing on: Corporate Brand and Identity, Competitive environments; which is particularly important in Product Strategy, development, costing/pricing and sales/promotion; and Product Delivery which encompasses product and Customer Service Strategy, which focuses on how and where products are delivered and customer experience. These strategies and the supporting activities are informed by careful research based on generates four standard information packages – Market Analysis, Competitor Analysis, Customer Analysis and PEST Analysis.

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