Active Sports Company (ASE) Case study solution
Summary
Active Sports Equipment (ASE) is a sports goods manufacturing organization. The founder of the company by profession is an engineer he has a significant role in the decision-making of the company. He designed& implemented the overall business strategy, the approach followed by him can be termed as Strategy as Design where most of the decision-making powers are predefined an individual or Group of senior management personals(England, Sport;, 2016).
The founder of ASE were very conscious about the quality of this product and the customers also recognized this as well, by giving preference to ASE products over the other sports goods manufacturer even though the price of competitor’s product are low but due to the physiological behavior of the customers ASE maintains its good market share. But they are concerned about the future of ASE. As the market is becoming highly competitive, evolving at a rapid pace to meet the changing environment(Council, 2016). The company also needs to develop strategies to move with the pace and to keep its presence intact. Try to acquire new customers & retain the existing one by using effective marketing techniques.
It is a general observation that industries whose primary focus is on design & innovation they prefer an approach which requires innovation. New ideas can emerge from any level or anywhere in the organization. Innovative industries where innovation is the key to success it would highly be recommendable to adopt the strategy as Idea approach. Good strategy management requires balance mix of all of the three strategic lenses. The organization should not over-focus on any one lens and ignore the rest.
Strategic Analysis
There are three ways (Lenses) of looking through strategies by JS&W:
Strategy as Design
It is atop-down approach to strategic decision making by senior management, input from employees involved in theday to day operations is not taken. Strategic decisions are imposed on them by higher management. Usually strategies are designed based on good research & through theproper process(England, Sport;, 2016).
Strategy as Experience
It is a bottom-up approach, where employees input is involved in theday to day operations of the company are considered, past strategies continues with little adjustments. It suites to organizations employees who are mostly professionals, having sound knowledge about their work.
Strategy as Idea
It is an approach which requires innovation. It encourages input from anyone who had a unique idea. Such organizations encourage new ideas regardless of how is giving that idea. It suits more to organizations how operates in a highly innovative business environment.
Active Sports Company (ASE) Harvard Case Solution & Analysis
Analysis of Active Sports Equipment Company (ASE)
ASE operates in a sports goods manufacturing industry. Its products are specialized design sports goods. The designs of ASE products are highly innovative. Due to the uniqueness of their product design and quality, ASE has a good reputation for its product. The designing strategy of ASEis revolved around the founder of ASE, who takes most of the decisions with respect to the design of the product, hence it follows strategy as decision approach during decision making. The founder has technical competence & experience necessary to design such products, the founder of ASE is very keen on the design of its product & focuses even on minor details. This level of dedication & excellence in design gives ASE competitive edge over its competitors.
It is hard for ASE to change its current organizational culture mainly due to non-availability of highly innovative designers they mainly relied on their founder, the designing strategy so far compliments the business. There might not be other employees who are equally technical sound, as thecase does not provide any information with respect to this.....................
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