The Strategic Responses Adopted by Vivo Activewear to Changing External Environment

Abstract

Business organizations in the contemporary world have continuously faced rapid, exciting, and dynamic challenges presented by external environments, compelling managers to critically assess and strategically respond to the challenges thrown at them by the external environment. Organizations that fail to respond to the disruptions caused by the external environment are rendered maladaptive and cease operations. Strategic responses guarantee the survival and success of firms. The objective of this project was to establish the strategic responses adopted by Vivo Activewear to the changing external environment. The research design employed a case study, and the firm under study was Vivo Activewear. The researcher amassed both primary and secondary data whereby the scholar employed an interview to gather the information from the respondents. Thereafter, the scholar employed content analysis to analyze the collected data because this research is qualitative in nature. The study results indicate that Vivo Activewear faces various changes in its external environment, including social, technological, economic, industrial, changes in customer preferences and tastes, and rules and regulations. Therefore, it takes various strategic responses to contend with these challenges such as product differentiation, product innovation, technological advancement, e-commerce, social media, digital marketing, go-to-market strategy, staff management, customization of products, and diversification. Based on the research outcomes, the academic recommends that strategic responses to changes in the external environment are a necessity for all firms; thus, it is vital for enterprises to adopt strategies such as product innovation, social media marketing, differentiation, e commerce, employee reward and motivation systems, and others as deemed fit