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Ten things you need to know about strategy

Ian Marcousé provides a framework that you can base your revision around

A medium-to-long-term plan to meet your objectives. It must be fully costed and monitored so that the objective is met within budget.

Example: after nearly 10 years’ of struggle in the marketplace, French Connection’s 2014 strategy has been to reduce the level of discounting and to cut operating costs.

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