In the persistence of the variations and similarities between prescriptive and descriptive institutions of strategy, we first have to check out this is of strategy, proper levels and how strategy can be managed by different organizations. By classification strategy is a way and scope of a business over the long term, which achieves edge in changing environment through its construction of resources and competences with the aim of fulfilling stakeholder objectives. (Scholes et al 2008 pp 2) however Michael Porter (1996) defined different as just how of obtaining competitive edge by operating different and providing unique value put into the clients.
The business strategy of AP has been on the basis of acquiring a series of short-term competitive advantages by adopting measures that raised the Cost of doing business for those its competitors by raising the hygiene element in the business. So far, Asian Paints has been using its distribution power and logistical efficiency to realize this advantage. The benefit obtained by leveraging on circulation durability is short-lived and ultimately imitable. In addition, AP has generated such an considerable network that getting incremental gain out of enhancing the circulation network could be very hard. The next rational step for AP to consider to gain competitive edge would be through either route control or through occupying head space. AP should make an effort to increase the window of competitive advantage by using Marketing as a tool to acquiring competitive edge.
