Deliberate strategy and emergent strategy Essay Example

its activities including research and development focused on denim wear.

Liz Claiborne and Jones Apparel both actualized the intention to expand their targeted market segments in the US and in international markets through subsidiary acquisitions.On the other hand, Vans, Nike Women, and Lacoste exemplify the emergent strategy. Vans mold its brand communication in response to market trends so that its theme of skateboarder fashion was due to the demand in its stores. Nike Women and Lacoste fashion apply marketing activities in response to declines in distribution channel sales.

With regard to the automotive industry, a number of companies reflect the two extreme strategies. On one hand, GM, Volvo, and BMW have applied the deliberate strategy.GM carried the intention of diversifying automobile features through research and development resulting to two new green car models. Volvo originally produced ball bearings and focused efforts towards the development of cars for the market, which it was able to achieve. BMW has always maintained its intention of gaining majority of the market for luxury cars. On the other hand, Honda, Ford and Mitsubishi exemplify the application of the emergent strategy.

Honda had not intended the extent of its internationalization indicating the lack of intention for its current achievements.Ford re-organizes its leadership in response to decreasing sales. Mitsubishi re-introduced its brand in response to claims of defects in their cars a number of years ago. In relation to the alcoholic beverages industry, firms represent the two strategies. On one hand, Suntory Limited, LVMH and Diageo exemplified the deliberate strategy. Suntory intended and achieved top position through its premium brands.

LVMH successfully merged luxury clothing and alcoholic beverage brands under a single

company.Diageo achieved organic growth by focusing on market expansion and product diversification. On the other hand, Miller, Anheuser-Busch and Bass plc exemplify the emergent strategy. Miller and Anheuser-Busch took advantage of the popularity of energy drinks by introducing alcoholic products mixed with energy boosting components and ended up appealing to the younger market even without the explicit intention to do so. Bass plc responded to changes in demand and relying on existing local distribution chains and eventually achieve a top position.