Case Study questions

For the Case Study Attached , answer the below question ,

1.Define Aura’s strategy. Your strategy statement should include a goal, like to achieve profitable growth; the scope like, in the middle- market furniture and home goods industry in Saudi Arabia and the MENA region; and logic like by designing and manufacturing design-savvy products at a relatively rapid cycle.

2.Briefly identify Aura’s initial (2009) strategy and evaluate it relative to Aura’s performance and competitive positioning as of 2014.

3.How does Aura’s status position support or undermine the strategic statement you drafted in response to Question 1?

4.What advice do you have for Aura’s CEO, Noura Abdullah, as the company launches into a new growth phase? 5.In general, why don’t low-status competitors move “up-market,” where margins are typically higher?

6.In general, why don’t high-status competitors, with their cost advantages, “scoop” the market?

7.Can you think of any examples of this from other industries? What was the outcome?

8.How can a firm compete in multiple quality-based segments of a market to take advantage of economies of scale? What do they risk losing in doing so?

9.Aura did almost all of its marketing via social media, especially Instagram. Clearly this was a winning strategy for the company, but how could it have more effectively used social media to better signal its target audience?

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