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Strategies are developed to guide an organisation toward its goal. Sometimes the organisation adopts tried and tested strategies and thereby simply does more of the same year after year. When major strategic change is eventually required to keep pace with the competitive nature of the market-place or in the light of new technology, generic strategies might not always suffice. What is then needed is a way to transcend the existing paradigms of strategy development, i.e. a process by which management effort can be focussed upon using the firm’s established strengths to exploit perceived market opportunities and conquer external threats, while concurrently improving its internal weaknesses.