Strategy, Product Mix and Tactical Decisions | Report

Strategy, Product Mix & Tactical Decisions
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Executive Summary
The report has been developed for undertaking an analysis of the strategic positioning of
the company, Accent Group Limited. The discussion held within the report ahs inferred that the
company is pursuing differentiation strategy for sustaining its position within the highly
competitive footwear market segment of Australia. The differentiation strategy is build on
embracing digital platform to redefine customer experience and improving its brand loyalty
among the customers.
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Contents
Section 1: Strategic Management....................................................................................................4
Introduction......................................................................................................................................4
Part 1: Brief Overview of the Firm History & its Strategic Priorities.........................................4
Part 2: Overview of Firm and its Environment with the use of Porter’s Five Forces..................4
Part 3: Strategic Recommendation with the use of Porter’s Generic Strategies..........................7
Part 4: Potential Financial and Non-Financial Measures for Evaluation of Firm Success..........8
Conclusion.......................................................................................................................................8
Section 2: Product Mix and Tactical Decision..............................................................................10
Part 1: Best product when machine hours is a constrained and when there is not any
constrained.................................................................................................................................10
Part 2: Optimal product mix.......................................................................................................10
Section 3: Linear Programming.....................................................................................................14
References......................................................................................................................................15
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Section 1: Strategic Management
Introduction
The report has been developed for carrying out an analysis of the future strategic
positioning of Accent Group Limited. The company was previously known as RCG Corporation
Limited and is known as a leading retailer of footwear’s having about 400 stores across Australia
and New Zealand. The firm faces stiff competition with the presence of large number of
international firms within the Australia footwear retailing market and rapidly changing
preferences of customers. In this context, the report is developed for conducting an analysis of
the strategic position of Accent Group Limited through the use of tools such as Porter’s Five
forces Model, porter’s generic strategies and the potential financial and non-financial measures
for evaluation of strategic recommendation given.
Part 1: Brief Overview of the Firm History & its Strategic Priorities
Accent Group Limited is recognized to be a leading retailer within Australia and New
Zealand having about 130 stores. The company was established in the year 1981 and is
headquartered within Melbourne. It owns different brands such as The Athlete’s Foot, Platypus,
Hype DC, Skechers, Merrell, Cat and others (Accent Group Limited, 2019). The different brands
of the company own and operate various types of footwear and apparel businesses in the
performance and active lifestyle sectors. It conducts its operations through four segments that
are, the athlete’s foot, a franchisor and retailer of general sports footwear. The strategic priority
of the company is to provide unique customer experience and retain its distinctive competitive
position within the footwear retailing sector of Australia. As such, the company is placing high
emphasis on its customer service and experiences by incorporating the use of digital platform for
attaining higher customer satisfaction (Blake, 2018).
Part 2: Overview of Firm and its Environment with the use of Porter’s Five Forces
Accent Group Limited is an ASX listed company that is known to conduct its business
within footwear and apparel sector of Australia. The retail stores operated by the company
include athletic footwear, premium sneakers, multi-branded sneakers and apparel outlets. The
company is facing increasing competition within the footwear retailing sector of Australia due to
rising number of international entrants. The company conducts its operations in a highly
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