Strategic Decisions Assignment - Doc

Added on - 29 Apr 2020

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Running head: A STRATEGIC CORPORATE DECISIONA Strategic Corporate DecisionName of the Student:Name of the University:Author Note:
1A STRATEGIC CORPORATE DECISIONTable of ContentsIntroduction:...........................................................................................................................1The strategic decisions and moves made by a corporation:.......................................................1Level where the decision was made (functional/business/corporate):.......................................2The reason for the decision:.......................................................................................................2Assessment of the decision:.......................................................................................................3Future effectiveness of the decision:..........................................................................................3Reason for future effectiveness and its basis:............................................................................4Conclusion:................................................................................................................................4References:.................................................................................................................................5
2A STRATEGIC CORPORATE DECISIONIntroduction:The aim of the paper is to study an article from The Wall Street Journal, which speaksabout a business strategy made by a body corporate. The chosen article is the articlepublished about Peloton on October 25, 2017 under the authorship of Alexandra Bruell. Thepaper initially discuses with the decision of Carolyn Tisch Blodget, the new brand marketinghead of Peloton to restructure the brand positioning of the company. The subsequent sectionsanalyse the effectiveness of these decisions and their future implications based on theiroutcomes.The strategic decisions and moves made by a corporation:Carolyn Tisch Blodget, the brand marketing head of Peloton, the Manhattanheadquartered fitness equipment company took the strategic decision of strengthening themarketing and promotion. The aim of the strategy was to strengthen the then market positionand revenue generation of Peloton. The corporate decision made by Blodget consisted of fourstrategic plans. Thefirst strategywas to change the position of Peloton from a premiumluxury product targeting the upper class customers to that of fitness equipment that even themiddle class customers could afford to have (wsj.com 2017). This strategy allowed the fitnesscompany to gain access to larger group of customers and strengthen its market position. Thesecondstrategy was to arrange for finance to purchase its products. This strategy in factsupported the first strategy and allowed the company to sell its fitness products among largerconsumer base of both middle and upper class customers. The third strategy was changing thepresentation of its advertisement to attract the upper as well as middle class customers. Theinitial advertisements showed a rich woman using Peloton bike in her luxurious home. Theseadvertisements attracted the rich people and positioned Peloton stationary bikes a productmeant for the rich fitness loving customers (Wheelen and Hunger 2017). The later
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