Corporate strategy for Redken Marketing

Cheryl T. Tan

Date of Publication

2005

Document Type

Oral Comprehensive Exam

Degree Name

Master of Business Administration

College

Ramon V. Del Rosario College of Business

Department/Unit

Decision Sciences and Innovation

Abstract/Summary

Redken Marketing is a company engaged in a retailing business for only more than a year now. How can a young and start-up business like this penetrate the market dominated by companies with big names? This is what the paper is all about. It talks about the strategies to make a small firm succeed in an ever changing world dominated by the retail giants.

Several frameworks are used in this paper to formulate and explain several topics and strategies essential in analyzing a business entity. It covers the discussion from the industry's threats and analysis, to the company's strength and weaknesses, to the personal values of the key implementers and to the societal expectation.

Thousands of firms prosper and thousands more failed. Changes happen in the world everyday, like the globalization, recession, war on terrorism. Same thing also happens in the business world, like the downsizing, rightsizing, reengineering, acquisition, merger and etc. The changes made by the business entities are in response to the changes in the world. This paper will discuss how Redken Marketing should use the changes to make their business prosper. The changes together with the internal strength and weaknesses are the limitations of the business, which should always be taken into consideration, in the analysis and formulation of corporate strategies.

To survive and prosper in this new millennium, organizations must always find a way to build and sustain their competitive advantages, understand why these advantages erodes, and know when and how they are going to invest in renewal. It does not only end here, the company should also be able to implement their strategic plans, by closely working with the company's functional areas. Redken Marketing's competitive advantages and implementation plans will also be discussed, together with the objectives and plans of the functional area in line with their corporate objectives.

This paper basically aims to provide the reader with the most current, well-written corporate strategies, to provide Redken Marketing with an edge over their competitors and a means of survival in this very competitive world. I believe that nothing is impossible. And with optimism, knowledge, will, determination and proper planning any business entity will surely make it to the top.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDOCE00934

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

1 computer optical disc ; 4 3/4 in.

Keywords

Retail trade--Philippines; Strategic planning; Business planning; Construction industry; Redken Marketing

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