International Business and Global Strategy Coursework

International Business and Global Strategy - Coursework Example Electrolux gains the position of the world leader through the process of continuous innovation rendered in the products and processes of production. The activity of spontaneous innovation is practiced in the company however keeping an eye on changing consumer needs. Electrolux group operates based on popular brands like Electrolux, Eureka, AEG and Frigidaire. A current estimate released in 2010 reflects that the group recorded total sales of electronic products amounting to 106 billion in Swedish currency and a total number of human resources of 52,000 people (Electrolux, 2011). Company’s mission statement The mission of Electrolux as a company working on innovation and consumer needs is to help make life easier, enjoyable and innovative through the production of specialised products dedicated to such ends. The company in regards to its internal environment focuses on rendering respect and honour to the issues pertaining to workplace diversity and also in making the work envir onment bind on ethical regulations. Integrity being rated high on the company’s mission and value statement the company also works in creating a safer and sustainable work environment for its people. The above aspects help in enhancing the motivation of the people to work more productively in the innovative and empowered work atmosphere. Electrolux in addition to the above aspects also works in rendering both financial and infrastructural help to the larger social communities both regional and international and also in regards to helping the employees for their financial and other needs (Electrolux-a, n.d.). Company’s business-level and corporate-level strategy Business Level Strategy Speaking on Electrolux’s strategy at the business or tactical level it is worth mentioning that the company conducts a large amount of market research along different global regions to understand the changes in the level of consumer needs. This practice helps the company in designi ng its products accordingly to help meet local, regional and international consumer tastes. Again the company working on the aspect of innovation also focuses in keeping the cost of manufacturing of the products low to help gain competitive advantage. Thus the business strategy focuses on production of around 55 percent of its different products in such regions of the world having large availability of resources thus helping in keeping the costs of manufacturing low. Corporate Level Strategy The Corporate Level strategy of the company renders a bird’s eye view to the strategic activities carried out by the company in the tactical level. The management body of the company works to render salient characteristics to the product mix of the company by enhancing the parameters of innovation thus helping the consumers save on energy consumption. Innovative designs are rendered to the products by the company to help carve out a premium brand amidst the other international electronic brands in the global marketplace. Strategies like acquiring and consolidating other small electronic companies in different regions also