A strategic analysis of an active-wear wholesale distributor in Canada

This paper presents a strategic analysis of a leading active-wear wholesale distributor in Canada (referred to in this report as SMC). In the past four years, SMC's sales have dropped substantially but SMC remained profitable. SMC faces challenges to attain sustainable growth. This paper conducts industry, and SMC's value chain analysis. Key issues are identified to address the areas of growth, cost reduction, intelligence collection and technological improvement. Recolnmendations are presented for SMC to update its strategies to address the pressing issues. It is recommended that SMC first review its growth strategies with product and market focuses. Next, SMC must continue to improve operational efficiencies to further reduce costs. Last, SMC should invest on information technologies to gain competitive advantages to further improve customer services. Supporting this, SMC should continue to focus on developing and retaining its people who will make this company towards future successes.