The concept of "strategy" was closer to the word “tactics”. Over time, this word has been evolved and certainly used so widely and applied to different aspects from military to marketing daily products. These strategies whether short-term or long-term provide direction of strategic decisions an...
Biddle (2015), describe that word “strategy” driven from ancient Greece, where it
generally referred to the ‘art or skill’. This concept was closer to the word “tactics”. Over
time, this word has been evolved and certainly used so widely and applied to different
aspects from military to marketing daily products.
Biddle (2015), propound the importance of term “grand strategic” by delineate the
hierarchy of specific actives related to tactics and strategy. The lowest level is “tactics”
while moving to the highest level is “grand strategy”.
Layton (2018), describe grand strategy as a way to solve specific problems. Historical
studies demonstrated that the grand strategies were used by Romans 1st-3rd Century
AD. The strategies mostly used in war strategies at the beginning. These strategies
whether short-term or long-term provide direction of strategic decisions and action
(Sterling & Selesnick, 2017).
The following discussion will analyze some of the grand strategy applied by Paachile, a
Persian handmade shoe known as Giveh. The history of this kind of shoe goes back to
one of the Iranian heroes in the Shahnameh Giv (977–1010 CE) as he wore a light, cool
and durable shoes. This traditional footwear was used broadly for many years in Iran
but it was presented in just two colors and it was so expensive. Pachile start a
revolution and start presenting this lightweight and breathable footwear in different
colors, designs and materials.
According to the 15 grand strategies, concentrated growth caused by company
emphasize on increasing market share in a particular industry. Paachile was founded in
2012 as a local handmade shoe (Giveh) and till now they work in national level in Iran in
different cities. They applied innovation, product development and market
development strategies to use the maximum potential of simple black/white traditional
shoe in the higher level by delivering final product in colorful, pattern, design, different
texture and personalized shoes to their customers and focused on concentrated
growth strategies to sought in the market competition. Additionally, Paachile applied
the Best-cost provider as their generic strategy.
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