EscaladeÆs overall strategy for the period from 2005 to 2010 encompasses three major goals. The first is to increase its brand recognition internationally, and specifically to provide Escalade bows to at least two athletes in the next Olympics games. The second is to maintain constant improvement of its products, with the reputation of having very high quality products; the measure of this goal will be recognition by FITA for the quality of its products. The third is to achieve constant growth, as evidenced by at least $567 million in sales by 2011 and increased global sales, with 20% coming from overseas by 2011.
EscaladeÆs strategic plan will provide specific approaches for achieving each of the three major goals. To increase its brand recognition internationally, Escalade will pursue mergers and acquisitions to gain global exposure and provide them to Olympic athletes for use in the Olympics and other competitions.
Escalade has a strong history of mergers and acquisitions in the past, but these have not been with companies that could boost its visibility in the global marketplace. Escalade will now focus on merging and acquiring companies that can enhance its visibility and image, companies that already have visibility and excellent brand recognition in the global marketplace. Use of Escalade products in the Olympics will increase brand recognition dramatically. Escalade will strive to contract with Olympic athletes to use and endorse its products.
As part of its effort to gain Olympic endorsement and also FITA recognition, Escalade will work to constantly improve its products. It will invest in across-the-board improvements but will focus primarily on its top-of-the-line offerings as the ones that are most likely to be acknowledged in the Olympics and by FITA. Rigorous self-evaluations and comparisons with the products of competing firms such as Easton Sports Inc. and Herstal Group will be u
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