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The recommendation for the company's future strategy should be based on Anasazi's strengths: the company's direct distribution system and its products. These strengths should be exploited to a maximum in the near future. First of all, Anasazi should continue the direct distribution system and expand it. The company's expansion process should include regions Europe, like France, Great Britain, and Germany, where there is great preoccupation for hair-care professional products and also the financial means required for purchasing the company's products.
Anasazi should expand its product line, especially the products for home use, which now incorporate shampoos and conditioners only. Non-professional clients would be more than interested in acquiring other types of hair-care products for home use that the company does not manufacture yet. These new products for home use could be recommended by professional hairstylists in professional salons, which will increase the customers' trust in Anasazi's products.
Another aspect that has not been taken into consideration very much until now and that requires special future attention is advertising. The company's sales and market share cannot increase if the products are not advertised properly. After expanding the product line to other hair-care products for home use, the company should implement a very aggressive advertising campaign. The advertising campaign should focus on emphasizing the most important features of Anasazi's products: their high quality and the fact that they are all-natural. The high quality of these products could be presented in visits at the company's plants, its laboratories, discussions with the company's top specialists that implicate in creating such products. Also, the campaign should be...
Nowadays, many people care a great deal about using all-natural beauty products, especially for hair-care. The company should exploit this aspect, given the fact that Anasazi's products meet such requirements. But customers must be aware of this, therefore a complex advertising system is required.
In order to become a more important presence on the customers' buying options, Anasazi must build a stronger image. In order to accomplish this objective, the company should follow L'Oreal's and other beauty products companies' example: Anasazi should hire one of the female stars of the moment for advertising the company's products and therefore, for becoming the company's image.
The company must also take into consideration the strong competitors that set the market. The above mentioned actions will help Anasazi gain up to 17% more customers, if the company will expand its product line to several hair-care products for home use. In order to increase Anasazi's market share, the company must "steal" it from its competitors on the market. This is expected to be a very difficult objective to attain, given the size and tradition that these giant companies have. Therefore, Anasazi must prove it is one of them, and nothing less. This is where the advertising campaign will have a determinant role to play. If implemented correctly, this advertising campaign might help the company to increase its market share up to 8% in the next two years, becoming one of the most important players on the market. The company's sales are expected to increase up to 24% if these recommendations will be applied.
Reference List
1. Sahlman, William a. (2003). Anasazi Exclusive…
Reference List
1. Sahlman, William a. (2003). Anasazi Exclusive Salon Products, Inc. Harvard Business School.
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