Successful organisations achieve their success due to effective decision making. The decision making process helps organisations to determine where they are, where they want to be and how they will get there. To discover where they are, a SWOT analysis is a useful tool for businesses to identify their strengths, weaknesses, opportunities and threats. This allows the organisation to develop 'aims' and 'objectives', statements and goals about where they want to be. The final step, how will they get there, is aided by the use of the Ansoff matrix, a guiding tool that informs a business whether to grow from a product or market perspective. This unit addresses all of these concepts, as well as the responsibility of profit-making organisations to set ethical objectives.