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Shein has employed an encirclement attack strategy by launching on numerous fronts to encircle a large area of the market. It has a massive quick fashion business that sells over 600,000 items to over 220 countries through an intense social media presence in over 30 languages. Shein releases 500-2000 new pieces per day more quickly than competitors due to in-house design and trend data research. The best defensive tactic for Shein to retain its market share is mobile defense to lower competitors' expectations of future earnings. This includes expanding and diversifying its markets, focusing on growth in the Middle East and Africa.

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1K views

09 Activity 1

Shein has employed an encirclement attack strategy by launching on numerous fronts to encircle a large area of the market. It has a massive quick fashion business that sells over 600,000 items to over 220 countries through an intense social media presence in over 30 languages. Shein releases 500-2000 new pieces per day more quickly than competitors due to in-house design and trend data research. The best defensive tactic for Shein to retain its market share is mobile defense to lower competitors' expectations of future earnings. This includes expanding and diversifying its markets, focusing on growth in the Middle East and Africa.

Uploaded by

jerome orceo
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Sacdalan, JuleKea-Marie C.

BSMA-302
Strategic Management

1. What type of offensive tactic is being used by Shein?

 Shein employed the encirclement attack as his attacking strategy. It


launches a massive onslaught on numerous fronts in an effort to encircle a
large area of land. It makes sense when the attacker has more resources,
offers a wider range of goods, or caters to more markets. Shein has a
massive quick fashion business that sells over 600,000 items to over 220
countries thanks to her intense social media presence. Over 30 different
languages are available on Shein, which receives more than 50% of its traffic
from international markets. Shein releases 500–2000 new pieces per day,
and does so much more quickly than its fast fashion rivals because to an in-
house design staff and thorough research of fashion trend data.

2. What is the most appropriate offensive/defensive tactic Shein should


employ to retain its market share?

 The best defensive tactic for Shein to keep its market share is to reduce the
inducement for assault. The Mobile defense, which is intended to lower a
challenger's expectation of future earnings in the sector, ought to be its
primary line of defense. By enlarging and diversifying its market, the leader
defends itself by extending its dominion into new areas. The company's
attention changes from its current product to the underlying generic need as
a result of market expansion. 587 of the 632 keywords for which Shein
advertises do not currently rank in the top 20 according to our Search
Intelligence data. Due to the rapid expansion, wide range of products, and
unabashed celebration of body positivity, market dynamics have changed.
Without a doubt, Shein is a little-known business outside of the US market.
However, the organization concentrates on the Middle East and Africa for
long-term growth. Customers adore the gamified shopping experience on
Shein's portals and the countdown clocks for savings during the season
sales. The transactions were rapid, and they always felt like they were
getting a better bargain. Thanks to a greater rate of client retention and
social connections, Shein has been here to dominate the market for a while.

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