In March 2010, the owner of Anita Norris Model Management (ANMM) was trying to discern a strategic direction to best serve the growth of her company. Its quick growth in the past two years was due to the owners’ efforts to pursue any revenue stream opportunity that presented itself. The owner was concerned that this pace was unsustainable in the long run and would in fact stretch the business too thinly. Currently, the business’s revenue stemmed from four main areas: modeling workshops, signing and booking models, model development and speaking fees. The owner wanted to develop a future business strategy that would allow her to focus the business and spend the majority of her time on developing and managing her models. To do this she had to carefully analyze the strengths and weaknesses of her company within the context of her competitors and the industry as a whole.
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