The recommendation for the company's future strategy should be based on Anasazi's strengths: the company's direct distribution system and its products. These strengths should be exploited to a maximum in the near future. First of all, Anasazi should continue the direct distribution system and expand it. The company's expansion process should include regions Europe, like France, Great Britain, and Germany, where there is great preoccupation for hair-care professional products and also the financial means required for purchasing the company's products.
Anasazi should expand its product line, especially the products for home use, which now incorporate shampoos and conditioners only. Non-professional clients would be more than interested in acquiring other types of hair-care products for home use that the company does not manufacture yet. These new products for home use could be recommended by professional hairstylists in professional salons, which will increase the customers' trust in Anasazi's products.
Another aspect that has not been taken into consideration very much until now and that requires special future attention is advertising. The company's sales and market share cannot increase if the products are not advertised properly. After expanding the product line to other hair-care products for home use, the company should implement a very aggressive advertising campaign. The advertising campaign should focus on emphasizing the most important features of Anasazi's products: their high quality and the fact that they are all-natural. The high quality of these products could be presented in visits at the company's plants, its laboratories, discussions with the company's top specialists that implicate in creating such products. Also, the campaign should be...
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