Ann Inc.: Corporate Level Strategic Alternatives
11- Corporate Level Strategic Alternatives:
One of our long-term objectives is to expand product lines by adding new products that continue to center on women. Ann Inc. can start a new beauty and cosmetics products line. This line will enable the company to diversify their products while still centering on women. We will consider three corporate level strategic alternatives to achieve this objective. Ann Inc. can establish an internal new venture, acquire an established cosmetics company or form a joint venture with an established company.
Establishing an internal new venture:
This alternative will enable the company to design and produce their own products. And will give them full control over the production and sales. But it will require more research and development efforts since this is a new market for the company. It will also be so expensive to invest in this new product line.
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An increase in international presence is also expected. The expansion in Canada and Mexico has been highly successful, and the brands are experiencing strong recognition in these countries. This is a good sign that predicts an opportunity for a successful international expansion in the future.
Lou & Grey. LOFT Lounge has been a growing part of the business and has provided the company with an opportunity to develop a new brand concept under the Lou & Grey name. Clients are loving Lou & Grey’s effortless, casual style. The brand is uniquely positioned in an attractive segment, with significant opportunity for expansion; it is expected to grow rapidly in the near future.
Overall, ANN INC. is in a good position for future growth. With two strong lifestyle brands, Ann Taylor and LOFT, and the new brand, Lou & Grey. The company is expected to maintain their competitive position in the
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