Case Study
Bred Hogg is the Strategic Policy Director of ACCESS International, a big marketing company specialising in buying a variety of manufactured products from Western Europe and the USA for re-sale in Africa and in Middle East. It was acting in capacity of a huge export house. In current years the company had met strong opposition from other companies who were providing a similar sales service, in specific from the strong manufacturing companies who resented companies such as ACCESS re-selling their products and acquiring profits which they considered to be rightly theirs. ACCESS International had initiated a number of strategies over the last year in order to minimise their problems. These strategies have varied from seeking a broader range of products to re-sell from a broader supply-base (more suppliers), attempting to have closer collaborative agreements with major suppliers to minimise any potential conflict, and attempting to operate in more markets. None of these strategies has worked.
Bred Hogg has been asked by the Board of ACCESS International to investigate the reasons for the failure of these strategies.
Required:
Question1. Acting in the role of Bred Hogg, make a concise report to the Board, identifying main reasons why selected strategies may not be successful.
Question2. Explain the issues that have to be considered before a strategy can be successfully executed.