This 24 page paper looks at a case study provided by the student; the Jim Thompson Thai Silk Company. The paper includes a SWOT analysis on the company and an assessment of different options that may be used to expand the company and recover lost sales, such as joint ventures, expansion of shops and starting a mail order business. The analysis is then used to produce a report for the company tat recommends the best strategy to move forward. The bibliography cites 10 sources.
Name of Research Paper File: TS14_TEJTsilk.rtf
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a premium market. However, as with all strategies there is the need for continual monitoring and change. Macro and micro environmental factors change and a company needs to respond to
these changes. In order to understand the position of a company and form there determines the best way to move forward there are several tools that can be utilised. One
of which is a SWOT analysis. The advantage of this is that it is fast and suitable for use in not only long term planning but also brainstorming session with
a variety of different involved people from board level to employees on a shop floor. The ability to look at these different aspects indicate areas that can be built upon,
areas which need support or have challenges to overcome and can identify potential future requirements. In applying this to the Jim Thompson Thai Silk Company there are many interesting patterns
that can be seen. Strengths The first strength has to the position that the company has managed to create and maintain. As a company with a high level of
differentiation the company is pursuing one of the two competitive advantages that have been outlined by Michael Porter (Porter, 1980). Porter Has argued that there are only two forms of
competitive advantage, that of cost advantage, where a company can produce goods at a much lower price than other competitors. Only one company can hold this advantage in any sector.
The alterative is that of differentiation, it is this which The Jim Thompson Thai Silk Company already has. The benefit is that the cost of the differentiation is able to
command higher process in excess of the additional proportional cost of the creation of the differentiation. The reputation for high quality hand woven silks has allowed the company to gain
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