Strategies Used:

Product development: As a new company, Ancora will concentrate efforts in the design, quality and development of an innovative product. The company will be focused on innovate and constantly redesign the product to assure its competitive advantage and the product life cycle.

Market Penetration: As a new selling company, Ancora will get into the market intensively. The company will be constantly present in social networking and in this way begin to be easily recognized by youth. 

Strategies Not Used: 

Forward Integration: Ancora won´t be using this strategy because it is not possible in an early future to control its distribution channels. 

Unrelated Product Diversification: Ancora won't sell unrelated products because firstly it must become strong in the sportswear apparel selling, and then the goal is to grow in some other related products such as technology or accesories for stports. 

Related Product Diversification: Ancora won´t sell just one product and concentrates its efforts on it. The company will sell as many sport wear as possible, but we are going to specialize in the products that represents more revenus for our company, this after being considered in the design plan, the finantial and corporate's goals. 

Backward Integration: Ancora is not going to use this strategy in a beginning because it does not have the sufficient funds to realize it.

Horizontal Integration: Ancora is not going to use this strategy initially because first it has to be positioned on the textile market, and for it needs the full concentration of all his resources in the positioning of the brand.

Market Development: Ancora is not going to use this strategy because first it is necessary to control the market that has, in the space in the one that is developing, in this case by means of web resources.

Liquidation: Ancora is not going to use this strategy, since one of our purposes is to go ahead regardless of the obstacles that filed us, this strategy will be used at the moment where you reach bankruptcy.

Porter's generic strategies

USE

Type 3: Differentiation Strategy

ANCORA will use a differentiation generic strategy, which aims to create a unique position for the brand in the minds of consumers. The company wants to separate itself from competitors, by showing employees that it provides a better product, at a better price than other competitors.

Type 5: Focus-Best Value Strategy

ANCORA will use a focus-best value strategy because it is a small company, and the market is still small and in the process of development. ANCORA aims to target a specific consumer group, and compete within a specific market that is designed around providing stylish sportswear to users who are willing to spend a little extra on athletic clothing in order to look and feel good. This strategy also acts in conjunction with the differentiation strategy, because creating higher value than other competitors is one way of differentiating itself from them. Both the focus-best value strategy and the differentiation strategy will be use alongside the overall strategy of market penetration that ANCORA's management is pursuing.

DON’T USE

Type 1-2: Cost leadership strategy

ANCORA won`t use this strategy because it is for standardized products, and for a large market. Due to the low quantity of production that we are currently producing, and the uniqueness of the product, it doesn't make sense at the time to pursue a cost leadership strategy.

Type 4: Focus-low cost

Even though ANCORA is a small company selling to a small market, we won't use the focus-low cost strategy either, because our products aren't going to be the cheapest of all sportswear products.

MEANS FOR ACHIEVING STRATEGIES

Product Development

* To start ANCORA will sell leggings, shirts, shorts and skirts. After three years we will sell sweatshirts and after of five years will sell specialized products for some sports like football, basketball, tennis and others.

* Every three months will implement new designs

Market penetration

* On a daily basis ANCORA will updated the web page and social networks.

* When ANCORA has new designs, it will be communicated on all social networks and uploaded onto the company web page.

* ANCORA will provide discounts on outdated lines, increasing sales by creating incentives for larger purchases. For example, “buy a piece of clothing from our new line, and receive a 50% discount on any item from our previous line.