Predicting A Growth Strategy For Weylandts (23/04/19)
Weylandts is a family-owned and much loved South African furniture and homeware brand. Since (second generation) stakeholder Chris Weylandt joined the organisation in the 1990s it has grown tremendously. There's room for further expansion and the brand's consumer resonance suggests extension strategies would be best suited to this growth. (Images: www.weylandts.co.za; graphic: Martin Jacobs) When looking to grow as a brand, an organisation has the choice of implementing four possible strategies – launching new brands, brand extensions, multi-brand and endorsement strategies. Each comes with risks and benefits that the organisation needs to consider before deciding which is most appropriate. Often these strategies overlap or work best when combined. A market expansion grid therefore provides a helpful tool for identifying which strategies focus on developing new brands (independent of the influence of a parent brand), and which rely on consumer brand recognition and reputation....