Similarly, the introduction of ‘junior Horlicks’ in addition to age-old Horlicks (a popular beverage) is a case in point.
It is the senior executive who tries to avoid operational problems of tactical planning and who views the future in terms of longer time horizon].
Following the ‘growth-vector matrix’ of Ansoff, a company while pursuing growth strategy as a part of its corporate planning may adopt any of two approaches: expansion and diversification.
So, one aspect of strategic planning is to plan and implement such actions that might alter the shape of PLC.
For example, introduction of successful ethical pharmaceutical product as an ‘over-the-counter’ product supported by promotion may change the shape of PLC.