Improved Public Access to Mountain Areas in the Czech Republic - Management Assignment Help

Assignment Task:

Task:

Nik Wax is the founder and Chief Executive Officer of Outdoor Pursuits PLC. Founded in 1990, OutdoorPursuits PLC is a leading manufacturer of equipment for outdoor activities in the Czech Republic. Thebusiness makes a range of products including rucksacks, tents, sleeping bags and other camping equipment.All of their products are sold to specialist retailers. The business has grown internally since its foundation.This has been assisted by

:• Significant economic growth in the Czech Republic

.• Improved public access to mountain areas in the Czech Republic.

• Outdoor Pursuits focus on product testing, development and innovation.Decentralized ControlNik still owns 25% of the shares in Outdoor Pursuits. He is very protective of the image of the business andstill regards it as his company. Nik has always encouraged a soft approach to the management of humanresources. The organizational structure of the business is decentralized. Outdoor Pursuits has made asubstantial investment in the training and development of employees. The business is split into four productareas and product leaders are encouraged to manage teams through a democratic leadership style.Shareholder UnrestShareholders are worried about the shareholder value created by Outdoor Pursuits PLC. At the AnnualGeneral Meeting this year, a representative from a major investor argued that, ‘We have supported the Boardthrough difficult trading conditions in recent years and now believe that shareholders should be rewardedfor their commitment to the business. Without an increase in the dividend yield to match the industryaverage we may be forced to reassess our shareholding in Outdoor Pursuits.’ Nik reassured shareholders thatlong-term growth strategies currently under consideration would enable the business to maximizeshareholder value. He added that ‘these growth strategies depend critically on the ability of the business toretain profit for investment’. 2Extending the Product PortfolioAs part of Outdoor Pursuits plans for growth, the Board of Directors has agreed to extend the productportfolio. This will be achieved by developing a range of walking boots aimed at serious mountain walkers.This is a competitive market segment and Alex, the Marketing Manager, believes that a combination ofproduct design, aggressive promotion and competitive pricing will be essential for a successful launch of thisnew range. Alex’s marketing team have conducted primary and secondary market research to help makethese critical marketing decisions. Using this data, Alex is now working on the final details of a marketingplan with the objective of achieving a market share of 5% by value within one year. An amount of £300,000has been allocated for marketing budget. The range will be launched in early 2020 and includes 4 differenttypes of boots, the most expensive boot in the range will be branded as ‘The Explorer’.Growth StrategiesThe Board of Directors has set corporate aims of increasing sales by a minimum of 30% within five years andto increase shareholder value. Competitive rivalry in the Czech Republic is high. The market for outdoorpursuits equipment in the Czech Republic is saturated and further growth is unlikely. Industry analystsbelieve that success requires a dynamic organization that anticipates and is responsive to market changes.Having already agreed to enter the consumer market for walking boots, Outdoor Pursuits is now consideringpenetrating the French market with its new range of walking boots. France is a high-income country inEurope and initial discussions have been held with retail outlets. Although this is a competitive market, thelatest industry report has predicted continued growth in sales of outdoor activity equipment.

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