CASE STUDY

Case Study

Case Study

Introduction

Darlana Furniture Limited is the leading manufacturing firm, engaged in the manufacturing of furniture. Since its inception, Darlana Furniture Limited has maintained a distinctive position among its competitors, thus enjoying an overwhelming competitive advantage. It has always enjoyed a formidable position in this particular sector. Now, as every organization is planning to expand its operations, the top management at Darlana Furniture Limited has realized the necessity and importance of expanding its business in other countries such as United States. Although, Darlana has made its mark in the Canadian market, but it has not entered the American market as yet (Ansoff 2005, pp. 35).

The main strategy that leads to growth of the company is its promise to set up a culture that ensures technological innovation. Technology refers to machinery and equipment and systems refers to the methods that can be used to enhance production by making it efficient. Also there are other laws in relation to the composition, design and labeling of consumer products. Minimum safety is set by these laws and information requirements that aim to reduce the risk of injury and to enable consumers to opt for purchasing decisions that are better.

Alternatives

Approach to Formulating and Implementing Strategy

Darlana Furniture Limited has chosen the economic imperative approach. This has been done to devise and apply its international strategy as the company used the global strategy. The strategy was developed on the basis of factors such as cost leadership and differentiation. Moreover, the other factor included segment. Besides this, emphasis also has to be laid on control which should be centralized and standardization. Entry strategy that is being used by the company is by advertising in the US market to know the response of the customers. Nowadays, many difficulties are being faced by the companies and this is because of the environment that is competitive. Therefore, the companies that operate globally have to deal with the customers as well as the employees. They also have to deal with the competitors and to utilize the resources to be successful. Entry strategies also have to be adopted by the company when entering a new country because of the differences in the culture. Moreover, use of tools that are efficient have to be used to ensure that the company gains a competitive edge in the long run (Applbaum 2004, pp.98).

Marketing Strategy

Most marketing strategies usually consist of three or four sequential stages, according to several empirical studies and international marketing literature. In the first stage, a preliminary assessment and the determination of the target market is crucial to the company for the efforts it means, and influences the subsequent marketing strategies, because this process is followed by market penetration and finally, market positioning and target markets. This step is not always carefully planned and systematically evaluated by macro-level indicators may include: potential market size, growth of external purchases and sales of related products, level of competition, product competitiveness. The goal is a reduction in the number of ...