Strategy illustration Strategy theory


A business plan needs to be realistic, so it is important to set out in detail the constraints that are likely to act as limits on business activity.

Typical constraints facing the business include:

1.The size of the market. The extent of the market determines a businesses ability to make sales. You can't make sales if there are no customers out there.

2.The nature of demand in the market. It is important to identify the nature of your customers and their requirements through detailed market research.

3.The availability of supply. A business often depends on supplies. For example, a clothes retailing business needs to acquire garments, in the appropriate quantities, prices and at the right times.

4.The nature of the competition. The strength of the competition is a key constraint on business success. Businesses need to position themselves in such a way as to limit the effect of the competition.

5.The availability of finance. Businesses need to have the right quantities of finance at the right times to match their needs. Liquidity and cash flow are thus very important. It is necessary to have funds when they are required to meet the pressing needs of the business.

6.The quality and skills of employees. The human resource is one of the most important resources of any organisation. It is essential to have the right number of people with the appropriate skills to enable the business to achieve its business objectives.

7. The quality of direction and management. Directors and managers of a business need to have the right skills and abilities e.g. to create well structured plans, and to motivate and lead other members of the organisation. In creating a business plan you therefore need to identify the key constraints, and to set out plans for dealing with any pressing constraints.

A constraint: is a factor that limits or holds back the possible success of a plan.

Glossary »

Supporting Documents

These downloads will help to put strategy theory into context using real world examples from real businesses.

Using the marketing mix in the fashion industry
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Find out how Ben Sherman employed strategy theory to succeed in the fashion industry by downloading our premium case study.

Re-focussing a company's culture and marketing mix
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Learn how Argos used strategy theory to succeed in the retail industry by downloading our premium case study.

The marketing mix in the food industry
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Find out how McCain Foods used strategy theory to thrive in the food & drink industry by downloading our premium case study.

Using sponsorship to increase brand awareness
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Learn how Infiniti used strategy theory to succeed in the automotive industry by downloading our premium case study.

The use of social media in promotion
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Discover how National Trust applied strategy theory to prosper in the non-profit industry by downloading our premium case study.


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