A classic conundrum - The strategic analysis of a company caught between strategic alternatives

This is a strategic analysis of a small printing company in BC; Classic Impressions (CI). CI is currently caught between a cost-based and a differentiated strategy. The analysis begins with an examination of the very competitive printing industry; which provides an idea of strategic alternatives in operation. A differentiated strategy emerges as being fit for further development. The internal capabilities of CI are reviewed with strengths and weaknesses as well as decision criteria identified. Strategic alternatives are compared against both external and internal criteria. The differentiated alternative is recommended. Recommendations follow with regard to steps that CI wo uld need to take to implement the differentiated alternative. The bulk of research was primary in the form of internal CI documents and interviews with CI’s owner and managers over the course of several weeks.