2.2 Models of successful business strategies in world imitations

Ajaero Tony Martins, a businessman and expert in the business strategy sphere, presents business models of world successful organization in his article “Seven successful business strategy models you must emulate”. The author of that text describes strategy examples which he both considers as the best and follows.

• “Apple Inc”: Strong Innovative Strategy

“Apple” has kept the pace by using strategic innovation to maintain leadership position in the technology industry. “Apple”'s innovative strategy is simply breathe taking. They are always coming out every now and then with one innovative product or the other. They’ve caused several frenzies in the marketplace with products such as “iMac”, “GMac”, “IPod” and “IPad”. Steve Jobs said: “Innovation distinguishes between a leader and a follower." “Apple”’s innovative style has made them consistently rank top ten in the Fast Company's list of innovative companies. If a company wants to make innovation one of its core values, then “Apple” is one of the successful business strategy models it can emulate. "Pretty much, Apple and Dell are the only ones in this industry making money. They make it by being Wal-Mart, we make it by innovation" – Steve Jobs. [5]

• “Virgin Group”: Strong Competitive Strategy

Richard Branson, the founder of “Virgin Group”, said: "A business has to be involving, it has to be fun and it has to exercise your creative instincts" Richard Branson, the founder of “Virgin Group”.

“Virgin Group” is always unafraid to tackle giant companies head on. The “Virgin Group” is respected in the business world for their strong competitive spirit; they are quite good at outsmarting the giant companies. “Virgin” ’s competitive style of management has made them go head to head with giant corporations such as “British Airways”, “AOL”, and “Coca Cola”. If a company have the entrepreneurial spirit of competition, then “Virgin” is the company to model its business after.

"What does the name Virgin mean? We are a company that likes to take on the giants. In too many businesses, these giants have had things their own way. We are going to have fun competing with them" – Richard Branson. [5]

• “Oracle Corporation”: Strong acquisition strategy

"Everyone thought the acquisition strategy was extremely risky because no one had ever done it successfully. In other words, it was innovative." – Larry Ellison, the founder of “Oracle Corporation”.

The company was molded by the founder “Larry Ellison” to expand via strategic acquisition and this strong acquisition strategy made them beat IBM to the game by acquiring Sun Microsystems. If mopping up smaller companies delights, then Oracle acquisition strategy is a business model to study.

"I think you might see us growing much deeper into banking. You might see us acquiring companies in the banking area. You might see us acquiring companies in the retail area. I think you might see us acquiring companies in the telecommunications. I think you will see us getting stronger in business intelligence" – Larry Ellison. [5]

• “Dangote Group”: Strong Niche Domination Strategy

This group is so strong in the Nigerian commodities market that they have held the market to ransom for years. The “Dangote Group” has a thorough understanding of the commodity market. Their strategy to focus and dominate this niche has put them in control of over 42% of Nigeria's commodity market; a country that boast of a population with well over 150 million people. “Dangote Group” now maintains a stronghold on the Cement, Flour, Pasta, Salt and Sugar market. Thanks to the vision of its founder, Aliko Dangote; the richest black man in the world. One lesson which is necessary to pick up from the “Dangote Business” strategy model is this; forget about satisfying everyone, just pick a niche, master the ins and outs and strive to be the best in that niche.

Aliko Dangote is convinced: “The ultimate goal of the “Dangote Group” is to dominate every niche in which it operates. In order to achieve this goal; we acquired over 3000 new trucks, developed a strong distribution network and increased production capacity. Our strategy is to sell our products faster than our competitors and at uniform price”. [5]