New Belgium's Strategic Focus

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According to Ferrell & Hartline, a strategic focus is the overall concept or model that guides a company as it weaves various marketing elements together into a coherent strategy (p. 100). The strategic focus can change and should be reexamined to make sure it does not shift to a weakness. The strategic focus can change to reflect the company internal and external environments. The direction that a company take could depend on how the strengths and weaknesses match up with its external opportunities. The strategic focus can lead to a new approaches and incremental advantages (Cooper, 2006). New Belgium can maintain its strategic focus as the company continues to grow by continually reexamining its ethical, social and environmental responsibilities

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