Organizational Strategies
Deliberate and Emergent Strategies
Companies have a number of different options as they chart their course, seeking to maximize their advantages and limit their liabilities. Two of the major strategies that companies can follow are deliberate strategies, which consist of a systematic course of action that is pursued to allow a company to reach a desired object of goal. Another basic strategy approach is that of the emergent strategy, which involves a company's responding to the particular conditions and dynamics of a particular situation. This paper describes three companies (in three different sectors) that are pursuing a deliberate strategy and three that are pursuing an emergent strategy.
Deliberate Strategy deliberate strategy may be seen as one that is initiated from within a company and that accords with the company's intrinsic goals. Of course, it is unlikely to be the case that any company can ever pursue what might be considered to be a perfectly deliberate strategy given that any new entrant into a market will always be affected by the marketplace as it is currently structured. However, it is certainly true that some companies pursue strategies that are close to being fully deliberate.
An example of an apparel company that is pursuing a deliberate strategy is the women's clothing company CP Shades. While the clothing that this company produces and sells in its stores is relatively expensive it is also relatively casual in look: The company aims its wares at professional women in occupations that allow them to present themselves creatively in the workplace. The company, by selling its clothing only in its own stores and by creating a distinctive and almost unvarying look (with only the palette of the clothing changing) from year to year has created a clothing universe that is entirely separate from all other clothing stores. It does not define itself vis-a-vis other brands or seek to compete with them. Rather, it defines itself vis-a-vis the philosophy and needs of its clients.
A food that has pursued a deliberate strategy is Nutella, which is a hazelnut and chocolate spread used in sandwiches and desserts. The company has only recently begun to market its product in the United States and has gone about this process as if Americans had been waiting all of their lives for a hazelnut and chocolate spread and was simply - until that first taste of Nutella - unaware of this fact. Rather than compare itself to peanut butter and seek to compete within the established market of sandwich spreads (which would have been an emergent strategy) Nutella has presented itself as something entirely (not merely partially) new.
This strategy has proven to be relatively successful:
Although Nutella sales have shown double-digit increases for many years, it's apparent that there still is a lack of awareness for the product and its uses. Generally, Americans consider Nutella a snack or dessert spread on fruits, pretzels, toast and crackers or used in recipes. Marketing studies consistently have found that consumers' purchases of Nutella dramatically increase after trying the product. And, brand adoption takes place after three to four purchases. Therefore, sampling and product demonstrations (in-store and elsewhere) as well as couponing have been critical to marketing efforts (http://www.prssa.org/resources/bateman2003-info.asp).
A health and beauty aid that is being sold through a deliberate strategy is Celestial Seasonings tea. The company has combined a number of different marketing concepts - primarily aromatherapy, hot-drink bonanza started by Starbucks, and the politics of agriculture - to create a product that stands by itself. Celestial Seasonings does not market itself as the "Starbucks" or the "Peet's" of the tea world, however. Rather, it markets itself as the only product that combines sensual pleasures, responsible environmental politics and an ethic of self-care in as effective a way as it does.
The company's own description of its teas refers only to its own virtues, declining to compare them to other beverages:
At Celestial Seasonings, we are committed to providing the highest quality, most environmentally responsible product possible. We know that you are concerned about what you and your family eat and drink, so we want you to know what makes Celestial Seasonings teas so special.
Our teas are all-natural, and we use natural flavors when needed. Our decaffeination process is safe and environmentally friendly, and we never use irradiated botanicals in our teas (http://www.celestialseasonings.com/whoweare/csdifference.php).
Each of these companies presents its products as unique, not...
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