The strategies adopted by the company in order to stand as a driving force in growth have been based on consistently expanding the products and their services, acceleration of growth internationally, growth in the business retail environment and increasing focus on marketing integration. In order to expand consistently through its products and categorical lifestyle services, the company had taken up to focus on category expansion which is inclusive of heritage, casual and winter boots (Boots 2013). Also, the company has looked into expanding the business operations which are seasonal. In certain countries, the company has focused on growing itself through adoption of products for men and further provide development of hand bags, collections of apparel and accessories as well.
Driven by international growth objective, the company researched into looking at new markets with high potentials (Carroll et al 2005). From this perspective, acceleration of international growth took place in the company on the basis of following important considerations
- Increasing the complete product line penetration in the markets of subsidiary
- Establishing extra subsidiaries in order to develop in main markets
- Establishing the distributors that are third parties in order to expand in the markets with less development
- Consistent development of infrastructure of subsidiaries
- Expanding owned companies and retail stores with license