Cooperative moves can be defined as the strategies which includes the formation of joint

ventures and strategic alliances, that allows a firm to enjoy the benefits and successes which

could not or may not be enjoyed otherwise. This happens mostly because formation of

cooperations gives firm a extra wings to share the available resources and guide, learn and lead

each other from one another’s strong aspect (Ketchen, Snow, & Street, 2004). On the other hand,

competitive moves can be defined as the strategies which are oriented towards the market which

is newly launched by any firm to threaten the demand and supply status quo of the market. This

move improves the status of own firm while attacking the share of the other rivals or competitors

(Chen 1996; Ferrier 2001).

For this assignment I have decided to work further on Retail industry. Talking about the

competitor move that I would suggest as a consultant are:

 Product assortment: Being competent in the market means being the first doers or

initiating the strategies prior than others in the market. As a retail business, we must have

proper planning and strategies related to the product that we offer. Having better product

lines and varieties of product helps in increment of sales volume. Adding up the products

alternatives, flavors, categories, and sizes is the strategies that I would suggest. Also, the

proper space for storing the products, which are visible in an effective and attractive way

and can be sorted easily when required by our customers. As the digital visualization of

the products, which attracts and seems appealing to the customers are suggested for the

competitors move.

Talking about cooperative move, that I would suggest as a consultant are:

  Strategic alliances with local businesses: Being cooperative means having the mutual

feeling of sharing the resources and ideas to run in the market for better productivity and

increment of sales volume. Partnering with the two or more organization helps the

business to flourish the idea and explore the opportunities to penetrate the market even

more and grow the business. Also partnering with international and national organization

helps in the distribution channel, knowledge about the culture, expertise in the field of

technologies and innovations will be adding up the fuel in the retail business.

Risks and benefits created from these moves:

Competitive move

Benefits are:

 Small businesses can find a way to grow their business, and flourish in the market from

the proper product assortment move.

 Companies can offer varieties of product line so that their customers do not shift to

different buying platforms, rather stick to them as we offer everything that our customers

need.

Risks are:

 Mixing of products can be a confusing one for the customers, as the mixing of popular

items with the unpopular item would be difficult for the customers to find the appropriate

product.

 Problem of shelf space for storing the large volume of products.

Cooperative move
Benefits are:

 Innovative ideas, sharing of resources, expertise in different field is enjoyed by the

cooperative organization in this move.

 Exploring the international market and culture will be helpful in the future if the company

plans to move to the international market as well.

Risks are:

 Conflicts of ideas from different perspective of people from two partnering companies.

 Management of the operations and strategic part of the organization might be unparallel,

if they are to tie up with the international companies due to the cultural and language

barriers.

Reference

Bengtsson, M., & Kock, S. (2000). “Coopetition” in business networks—to cooperate and

compete simultaneously. Industrial Marketing Management, 29(5), 411–426.

Ketchen, D. J., Snow, C., & Street, V. (2004). Improving firm performance by matching strategic

decision-making processes to competitive dynamics. Academy of Management Executive, 19(4),

29-43. Ibid.

Ferrier, W. J. 2001. “Navigating the Competitive Landscape: The Drivers and Consequences of

Competitive Aggressiveness.” Academy of Management Journal 44 (4):858–77.