1. Formulating a Strategy for Aztec Shoe CompanyBusiness Strategy Game

2. The Strategic Management Process

3. Some Major Components of Strategy Formulation • Mission / Vision Statement • Objectives • Market share • Financial • Performance • Dominant Economic / Industry Characteristics • SWOT Analysis • Key Elements of Aztec Shoe Strategy

4. Vision / Mission Statement for Aztec Shoe • Global manufacturer • Compete in branded & private label • Use latest technology • Recognized for high quality & service

5. Vision / Mission Statement for Aztec Shoe Aztec Shoe, Inc. is working to become an efficient producer of top-quality athletic shoes, known for excellence in customer service. Our company competes internationally, and we reward our shareholders through stock price appreciation and dividend growth with modest risk. We see our future sales growth in branded athletic footwear, but will continue to support our existing private label customers.

6. Objectives • Top 25% in sales revenue • Top 25% in ROE • Top 25% stock price • Maintain an A+ credit rating

7. Dominant Economic / Industry Characteristics • +10 competitors, equal size • Rapid industry growth rate in next 4 years • Easy access to raw materials • Somewhat labor intensive industry • Ability to differentiate products

8. SWOT Analysis -- Company Profile • Strengths • Profitable • Established competitor • "fair" credit rating • compete in all markets • Weaknesses • "Middle of the road competitor“ • No well defined strategy

9. SWOT Analysis -- Environmental Assessment • Opportunities • High growth rate in most markets • Celebrity endorsements • Lower labor cost in Asia and Latin America • Emerging market in Latin America • Threats • Uncertainty & recent entry into Asian market • Competitive rivalry (Many competitors, equal size)

10. Key Elements of Aztec Shoe Strategy • Expand capacity in Asian plant • Invest in technology / automation / methods improvement • Expand number of models • Compete on quality and service characteristics