MANAGEMENT

Strategies for Growth and Development



Strategies for Growth and Development

Introduction

It is indeed expensive for SME's to export and entails risk if one opts for it. Specific to the case of Orla Kiely who is an Irish designer and is London based. She basically does handbags but it is her designs got popular and then due to popularity it was used in kitchenwares, furniture, wallpapers as well s stationary. Her designs got popular to the extent that her designs were also used in Citroen DS3 cars as well. Even the interior of cars also uses her designs. She later designed water bottles that were refillable and were named as Wottle. Currently her business operates in a 3 floor business in South London. Her designs were unique and that is what built the competitive advantage based on which other markets also liked what she had to offer and it was without her efforts that her designs were used (www.orlakiely.com).

Orla was based in the South London and hence South London was the target market. She had a specific market to cater and that was women who use handbag. Later it was due to the uniqueness of her designs that she got in to Wottle and then kitchenware, furniture, wall papers, stationary as well as DS3 (Kotler, 2004, pp.35). Orla competed based on differentiation strategy. Her designs were able to attract customers in the form of multi-nationals which strengthened her market position. Her position grew stronger and stronger and her deigns were able to withstand the position in the market. The ability to sustain in the market is due to the values that Customers place. Orla's designs are said to offer qualitative factors such as design, status, as well as the competitor experience (Corey, 1971, pp.21).

Growth of Small & Medium Enterprise's

The growth of small ...