Business Essay范文-多元化战略，本文是一篇留学生商务管理essay写作范文，主要内容是作者选择一家名叫“Fine idea”的私营企业，运用多元化战略对其进行研究分析。“Fine idea”也称为“Fine文具”，是一家私人有限公司，由Kalpesh.S.Patel先生于1995年创立，资本为50000卢比，他是该公司的首席执行官和董事长。他们提供印刷服务，是“迪士尼”产品的制造商和许可证。Fine Ideas是文具、印刷品促销、桌垫、鼠标垫、包装、宣传册和小册子、设计项目的制造商。这是一家公司，同时也是孟买的供应商。该公司还提供促销活动的想法和概念。公司运转顺利，几乎没有遇到任何问题。最近他们面临着销售额下降的问题。下面就一起来看一下这篇essay写作范文。
The ‘Fine idea’ also known as ‘Fine stationery’ is a Pvt ltd. Company which was started in the year 1995 by Mr. Kalpesh.S.Patel with the capital of Rs.50,000/- and he is the CEO and chairperson of the firm. They provide printing services and are Manufacturers & License of ‘Disney’ products. Fine Ideas is manufacturer of stationary, print promotion, table mats, mouse pads, packaging, brochures and pamphlet, design items. It is a company along with acting as supplier from Mumbai. The company also gives ideas and concepts for promotional activities. The company runs smoothly and hardly faces any problems. Recently they faced a problem of decrease in sales.
They are willing for diversification of their products, to increase their sales. Should they go for diversification of their products to increase their sales or would it be too risky? This led me to come up with a research question “Should “FINE IDEAS” consider diversification of their products to increase their sales?”
With the help of primary research and secondary information collected, I used Ansoff Matrix to find the solution to the problem. The main reason for the decrease in sale is an increase in competition. The company is not strong enough to face challenges laid down by competitors. The research will suggest an alternate path of diversification which if company chooses will be worth its survival in the market.
If the company does not come up with quick and appropriate decision then it will have to suffer heavy loss. The research will analyze the position of the company in the market. The result found after analysing the prevailing market conditions and the company’s problems is that the firm should consider diversification of their products to come out of this problem of decrease in sales and to re-attain its forecasted sales.
Diversification is part of the four main marketing strategies defined by the Product/Market Ansoff matrix:
Fine ideas pointed out that a diversification strategy stands apart from the other three strategies. The first three strategies are usually pursued with the same technical, financial, and merchandising resources used for the original product line, whereas diversification usually requires a company to acquire new skills, new techniques and new facilities which can be provided by ‘Fine Ideas’. The notion of diversification depends on the subjective interpretation of “new” market and “new” product, which should reflect the perceptions of their customers.
‘Fine Ideas’指出，多元化战略与其他三种战略不同。前三种战略通常采用与原始产品线相同的技术、财务和营销资源，而多样化通常要求公司获得新技能、新技术和新设施，这些都可以通过‘Fine Ideas’来实现。多元化的概念取决于对“新”市场和“新”产品的主观解释，这应该反映客户的看法。
The strategies of diversification can include internal development of ‘Fine Ideas’, acquisition of a firm, alliance with a complementary company, licensing of new technologies, and distributing or importing few products manufactured by another firm. Generally, the final strategy involves a combination of these options. This combination is determined in function of available opportunities and consistency with the objectives and the resources of the ‘Fine Ideas’.
Rationale of diversification 多样化的基本原理
There are two dimensions of rationale for diversification. The first one relates to the nature of the strategic objective: diversification may be defensive or offensive. Defensive reasons may be spreading the risk of market contraction, or being forced to diversify when current product or current market orientation seems to provide no further opportunities for growth. Offensive reasons may be conquering new positions, taking opportunities that promise greater profitability than expansion opportunities, or using retained cash that exceeds total expansion needs. The second dimension involves the expected outcomes of diversification: management may expect great economic value or first and foremost great coherence and complementary to their current activities. In addition, companies may also explore diversification just to get a valuable comparison between this strategy and expansion.
Factors of Risk involved for ‘Fine Ideas’ to Diversify.Fine Ideas多样化所涉及的风险因素。
Diversification is the riskiest of the four strategies presented in the Ansoff matrix and requires the most careful investigation for ‘Fine Ideas’. Going into an unknown market with an unfamiliar product offering means a lack of experience in the new skills and techniques required. Therefore, they will put themselves in a great uncertainty. Moreover, diversification might necessitate significant expanding of human and financial resources, which may distracts focus, commitment and sustained investments for the ‘Fine Ideas’. Therefore they should choose this option only when the current product or current market orientation does not offer further opportunities for growth. In order to measure the chances of success, ‘Fine Ideas’ can also perform different tests like the attractiveness test, the cost-of-entry test and the better-off test. Because of the high risks ‘Fine Ideas’, may led to failure while attempting to diversify. However, there are a few good examples of successful diversification like Walt Disney moved from producing animated movies to theme parks.
多元化是安索夫矩阵中提出的四种策略中风险最大的，需要对‘Fine Ideas’进行最仔细的调查。使用陌生的产品进入未知市场意味着缺乏所需新技能和技术的经验。因此，他们将把自己置于极大的不确定性中。此外，多样化可能需要大量的人力和财力资源，这可能会分散对‘Fine Ideas’的关注、承诺和持续投资。因此，只有当当前的产品或当前的市场定位不能提供进一步的增长机会时，他们才应该选择此选项。为了衡量成功的机会，“好主意”还可以进行不同的测试，如吸引力测试、进入成本测试和更好的测试。由于“好主意”的高风险，在尝试多样化时可能会导致失败。然而，也有一些成功的多元化例子，比如华特迪士尼从制作动画电影转向主题公园。
Companies like ‘Fine Ideas’ diversify for a host of reasons. In some cases, it’s a survival strategy. For instance, if the company makes the bulk of its sales at a particular time of year, it makes sense to consider diversification. However, there are plenty of other good reasons for diversification, not least by extending your range of goods or services you can either sell more products to your existing customers or reach out to new markets. This can supercharge the growth prospects of ‘Fine Ideas’. And perhaps the biggest reason for doing it is to extend a brand reputation into other markets, with the knowledge that making your business bigger than ever imagined.
像“Fine Ideas”这样的公司多样化有很多原因。在某些情况下，这是一种生存策略。例如，如果公司在一年中的某个特定时间实现了大部分销售额，那么考虑多元化是有意义的。然而，多样化还有很多其他好的理由，尤其是通过扩大商品或服务的范围，你可以向现有客户销售更多的产品，也可以开拓新市场。这可以使“Fine Ideas”的增长前景更加强劲。也许这样做的最大原因是将品牌声誉扩展到其他市场，并了解如何使您的业务比想象中的更大。
ANALYSIS OF THE FINDINGS 调查结果分析
The analysis was done by discussing with the owner of the firm about the fall in demand of sales over the time. It was not possible to find the accurate decrease in sales because their firm was only the supplier and the goods then go in the godown of the marketing firm from where the goods were supplied to the retailers and wholesalers. Due to decrease in demand for the existing goods by the people, the goods were logged into the godown of the marketing sector and so they were not accepting the goods coming from the Fine Ideas as they already have stock with them. Henceforth with this analysis of the situation it is clearly pictured that is a decrease in sales for the company.
The discussions took place in a positive manner as the current status proved that it was favourable and appropriate for the company to go for diversification as that was the easiest way out the problem faced by them. Following topic goes out of my assessment but I would like to mention that they have already put their thought and efforts in diversifying their products in some or the other way by starting their new business names as ‘Facetoons’ which is a similar kind of printing firm but they provide print on mugs, plates, shirts and many more and therefore the business is growing rapidly because of the increasing demand of their new idea. This instance itself proves that it is very essential for them to start to diversify their products but they should not completely close down ‘Fine Ideas’ because that is their image and reputation in market so they should work under the shade of ‘Fine Ideas’.
Fine ideas had been discussing that business strategies expand the scope of reaching goal through diversification into their businesses But, under strict assumptions of risky markets, there is no obvious rational for the company to acquire another. Diversification is a promotion strategy and a form of corporate strategy which is advised for ‘fine ideas’. It seeks to increase profitability through greater sales volume obtained from new products and new markets. ‘Fine Ideas’ can diversify at the business unit level or at the corporate level. At the business unit level they are most likely to expand into a new segment and at the corporate level and it is also very interesting entering a promising business outside of the scope of their business unit.
‘Fine Ideas’一直在讨论，商业战略通过多元化扩大了企业实现目标的范围。但是，在严格假设风险市场的情况下，公司收购另一家公司没有明显的合理性。多元化是一种促进战略，也是一种企业战略形式，建议采用“好主意”。它寻求通过新产品和新市场获得更大的销量来提高盈利能力‘Fine Ideas’可以在业务部门层面或企业层面实现多样化。在业务部门层面，他们最有可能扩展到一个新的部门，在公司层面，进入业务部门范围之外的有前途的业务也是非常有趣的。
Concluding by answering to my research question, “FINE IDEAS” should consider diversification of their products to increase their sales.
When to diversify for ‘Fine Ideas’ 何时为Fine Ideas多样化
History tells us it’s not advisable to consider diversification until the core business is stable and profitable. If ‘Fine Ideas’ are still struggling to win orders and build a sales time for the core product, there is a real danger that diversification will take your eye of the ball.
The catalyst is often the realization that growth in the core business is either slowing or set to slow, often because the market for a particular product is becoming saturated.
Diversification strategy for ‘Fine Ideas’‘Fine Ideas的多元化战略
‘Fine Ideas’ can diversify by natural progression. More radically, they extend the brand by offering a much wider range of products that will nonetheless appeal to the same customers. Alternatively, they can use the strength of brand to move into new markets.
Another popular business diversification strategy is to look backwards and forwards along the supply chain for opportunities to tighten your grip on the market. For instance, in the recent past people had seen building societies buying estate agents and computer manufacturers buying resellers. In the US Google has busily acquired the leading web data analysis tools, online advertising companies and the social networks and sites that deliver what they unerringly know their users want.
The cons for ‘Fine Ideas’‘Fine Ideas’的缺点
The company can get a hope for the extended product life cycle. Diversification can put you on the fast track to growth but if the strategy fails it can also burn up money. Expanding the product range and even if turnover increases, the increase in costs could result in a slump in profits. Extend the brand into new markets and there is a danger that it will have no resonance with the newly targeted customers. Thus it’s vital to research new markets before diversifying.
‘Fine ideas’ should also look carefully at their existing business. Do they have the right managers to cope with a divaricating strategy? Should they integrate the diversified business into one company or ring fence the new operation as a business in its own right? And is your organization strong enough to be an umbrella brand where your core values resonate across the group? They should think hard before ‘Fine Ideas’ commit their finances and precious time.
Essay范文总结‘Fine ideas’也应仔细审视其现有业务。他们是否有合适的经理来应对分歧战略？他们是应该将多元化的业务整合到一家公司中，还是将新业务作为一项业务单独进行？你的组织是否足够强大，足以成为一个伞式品牌，让你的核心价值观在整个团队中产生共鸣？在‘Fine ideas’投入资金和宝贵时间之前，他们应该好好思考。本站提供各国各专业留学生essay代写或指导服务，如有需要可咨询本平台。
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