Seeking growth in current markets with current goods orservices (increasing rate of purchase of a product, buying a competitor)

Seeking new markets for current products (finding new target markets, finding new users)

Developing new or improved goods or services for currentmarkets. (improve features/quality, enhance aesthetic appeal)

Blueprint for goal achievement, specifies resource allocation

Desired future state that the organization wants to realise

Purpose of existence

Sub Topic

Broad long term targets

Specific targets for business units

Precise and measurable outcomes