Examples of Strategies

XYZ was once a strong brand. CEO Marcell Batoli believes that it can be again. He wants to give his luggage company a “modern sensibility and fashion edge.” To do this, he hired a celebrity designer, Mary McQueen, to create upscale lines of leather luggage. He also plans to start selling branded leather shoes and wallets.

• What competitive and grand strategies are applicable?

Dell once provided high quality products to the market while undercutting the prices of Hewlett-Packard and IBM.

• What competitive strategy?

Nestlé in the United Kingdom tried a new strategy when they decided to provide their KitKat bars in a dizzying array of new KitKats – strawberry, cream and passion fruit flavour, and mango flavours in the sumer, while they tried Christmas pudding and tiramisu flavours in the winter.

• What grand strategy is applicable?

Shuttle is a small local business in the transport industry, offering standard shuttle services in Bloemfontein and in a 120 km radius around Bloemfontein. They have been in business since 2009. Because of strong competition from other big competitors, using low cost strategies to increase market share, Shuttle has not been able to expand their market share above 5 % since 2009. There is a big demand for shuttle services from Bloemfontein to areas around Bloemfontein.

• Recommend a competitive strategy for shuttle and motivate how it will increase their market share?

Courier SA is a successful and established courier company in Bloemfontein. They have been in business for over 20 years. Lately the courier industry has grown tremendously in Bloemfontein resulting in a lot of new small competitors entering the market. As a result of the increase in competitor activity Courier SA’s market share dropped from 38% to 26%. What competitive strategy can Courier SA implement to reverse the declining in market share?

• What generic strategy?

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