Cohesive Mission and Strategy for Gleam Co

Indicate the extent to which each of the options under consideration is likely to result in a cohesive mission and strategy for Gleam Co.

Gleam Co. is a company specialised in domestic cleaning products whose reputation is established on apparent mission statement "The Gleam&Co Credo": We will succeed if we continually strive to deliver what our customers want at as low a price as possible. The current focus of the company is on cost control in order to deliver customers the most reasonable price levels and this has been a key factor contributing to its success until now. Gleam Co always heads to satisfy customers' needs as much as possible; as a result, it owns a multiple retail chains throughout the Euro zone to be close to more end users.In addition, the corporate culture with a participative management style is also a important component in a cohesive mission and strategy. All managers at all levels are involved in decision-making process which firmly creates close connection between staff and company itself. Although all directors (excluding managing director) are unrelated to the founders, they are very committed to the company because of share ownership schedule. The more profit the company earns, the higher premises directors can raise. The current market is so mature that there is a little opportunity for growth (with maintaining market share of 12%). As a result, Gleam Co will have to diversify the profuct porfolio and then lead to revise existing strategies. Without those incentives, managers hardly accept those changes. Above-mentioned analysis is the company's core value at the present. However, given ideas may change mission statement. Firstly, the new product will expand its potential customers, specifically, domestic buyers and industrial buyers. This means new customer base for the new product is totally different with various and strict requirememnts. As indicated, industrial market prefers high quality performance to cost reduction. The arrival of new product is a result of decrease in physical output and competition with proprietary brands in order to serve mainly facilities maintenance providers in the market. With the special requirements from this group, product quality is key element to success of the product. Consequently, Gleam Co will have to add one more element in its focus portfolio.