Post Graduate Studies Program

Masters of Business Administration (MBA)

Course Name: Strategic Management

Group Assignment on the course of Strategic Management

in the case of Anbessa shoe sc
GROUP MEMBERS IDNO.

1. BEKALU YIHUNIE MBA(1)/156/14B

2. TESHOME GETAHUN MBA(1)/115/14B

3. SENAIYT ADUGNA MBA(1)/045/14B

4. GENET GEBRE MBA(1)/138/14B

5. TSIGEREDA GETANEH MBA(1)/161/14B

6. TEKLEW ALEMNEW MBA(1)/163/14B

7. TEMESGEN ATNABACHEW MBA(1)/151/14B

SUBMITTED TO: - DR. Tasew S.

SUBMISSION DATE: - 10/09/2015 E.C

Table of Contents
2. Vision of the Company .......................................................................................................................... 2
3. Mission .................................................................................................................................................. 2
3.1 Values ...................................................................................................................................................... 3
4. Major Products /Services of the company /Organization .................................................................... 3
5. SWOT Analysis (Internal & External Environment Audit Report) ......................................................... 3
6. The competitive levels of the company/ organization (by taking threshold values of completion
dimensions)/Core Organizational Competencies ......................................................................................... 7
7. Major strategies applied by the company/ organization...................................................................... 7
7.1 Marketing Objectives/Strategies .................................................................................................. 7
7.2 Financial Objectives/Strategies ..................................................................................................... 7
7.3 Target Markets .............................................................................................................................. 7
8. References ............................................................................................................................................ 8

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 1. Company Profile/Back Ground of the Organization

Anbessa Shoe Share Company is a privately owned share company established in 1935 based in
Addis Ababa mainly engaged in the production, exporting, retailing and wholesaling of different
types of footwear. The product diversification range from textile to leather where classification is
made up of on the basis of age and gender. Product development is made on the basis of
consumer need and in house development to cater wider customer base. Currently the factory,
with its state of the art technology and full-fledged infrastructure is working to reach 10,000
pairs shoe per day. Production is run to cater both local and international market where it is
perceived as one of the most accessible and renowned brand in Ethiopia reaching 39 retail outlets
around the country.

Anbessa Shoe S.C. is committed to implement, maintain and continually improve the quality
management system at all level of its operations for developing, manufacturing, supplying, and
marketing of wide range of shoe products, bags and leather belts for domestic and international
market with highest quality standards, at reasonable price, and on time delivery. The
management shall work towards a common goal for exceeding and achieving total customer
satisfaction and confidence to meet applicable statutory and regulatory requirements.

The company shall ensure the efficient and effective allocation and utilization of resources; by
upgrading the skills and competence of its employees, developing new brand, fashion and
diversified products and expansion of projects through applying appropriate technologies,
thereby enhancing its export and market share and satisfying its customers. It shall ensure, as
well the raw materials and intermediate inputs used in the production process to satisfy the
necessary traceability, quality requirements and shall work intensively with its customers and
suppliers.

This quality policy shall be understood, communicated and implemented at all levels of the
company, updated as required and made available to business associates and the public.

2. Vision of the Company

To be globally recognized brand in footwear and leather articles by 2027.

3. Mission
To maximize customer’s wellbeing by providing durable and comfortable dress, casual, sports, safety
footwear and leather articles at reasonable price.

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3.1 Values

 Customer satisfaction
 Productivity and Continuous improvement
 Quality and on time deliver
 Team spirit and Integrity
 Creativity and Innovation
 Maximum Utilization of resources
 Responsiveness
 Standardization

4. Major Products /Services of the company /Organization

While it’s primary product is Casual & Classic leather shoes for Gents, Ladies and Children;
Military and safety shoes, sport and football shoes, bag and belt for gents and ladies. Ensuring
that no leather is wasted in the production process.

5. SWOT Analysis (Internal & External Environment Audit Report)

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 6. The competitive levels of the company/ organization (by taking
threshold values of completion dimensions)/Core Organizational
Competencies
Our core organizational skills and competencies which are vital to achieving our mission and
vision are:
 Decisive, Production, and achievement oriented leadership style
 Strategic orientation towards competitive advantage and market superiority
 Market oriented competitive organizational culture
 IT supported business activities
 Lowest operational costs
 Commitment towards staff development
 High standard customer service policy
 Adaptive to varying customer needs through flexible manufacturing
 Maintaining high standards to quality of work despite pressing deadlines
 Consistently following timely fashionable trends and product development policy

7. Major strategies applied by the company/ organization

Anbessa Shoe S.c major strategy is producing quality shoe for domestic and foreign market by
enhancing customer satisfaction.

7.1 Marketing Objectives/Strategies

Increase repeat customers by 60% per year
Bringing in new customers at an increased rate of 10% per year

7.2 Financial Objectives/Strategies

 Get 10% growth rate per year
 Reduce store overhead

7.3 Target Markets

Anbessa Shoe Share Company is targeting the population segments which are youth, adults and
elderly; with in this broad categories both male and female are included.

Medium and lower income people are the targets as well also work type like construction, military and
other work force.

 Youth(18-35)
 Adults(36-45)
 Elderly(46 and above)
 Female

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 Male
 Lower income population
 Medium income population

8. References
 Anbessa Shoe Share Company Documentation and web sites
 Anbessa Shoe Share Company internal and external Audit Reports