Tough Mudder

Case questions 1. How would you describe Tough Mudder’s strategy? 2. Why has the strategy been successful? 3. What do you think is the role of Tough Mudder’s sense of identity (‘We know who we are and what we stand for’) in influencing the effectiveness with which it implements its strategy? 4. Distinguish between the following concepts using examples drawn from the case: â—� corporate and competitive strategy; â—� strategy and tactics. 5. What challenges and opportunities does Tough Mudder currently face and how should it adapt its strategy to meet these challenges and exploit the opportunities? 6. Is Tough Mudder a socially responsible company? To what extent are Tough Mudder’s corporate social responsibility activities a tool of competitive strategy? Case study: Tough Mudder, p.31-35. Please answer the six questions listed on page 35. Please submit 2-5 pages. include charts and illustrations to underscore your points.

Introduction

Tough Mudder is in the endurance sports sector. This Company aims to be the leader in this sector. On line Survey, advertisements, social media groups are few of the strategies taken by this company. At the very beginning of its inception this company has created brand awareness among the employees. This company is trying to expand the geographical boundaries of the area of the operations. This company is facing stiff challenge from competitors (Tough 2016). 

   1) The Strategy of Tough Mudder is as follows:

            a) Establishing Control in a crowded market:

 Market is already crowded with competitors like Spartan Races, Tough Guy Race, and Warrior Dash. This Company wants to position himself between other endurance sports and runs (Heidbuchel et al. 2012).

b) Analysis of several variables:

This Company analyses several variables to analyze the market. Potential for Brand Building, degree of risk, competition versus collaboration are few of the market analytical tools.

c) High risk and collaboration:

Traditional endurance sports – Triathlons and Marathons were low risk and highly competitive. Tough Mudder is characterized by High rick (hypothermia, broken bones, exhaustion, drowning and electrolucation).

d) Sense of Camaraderie:

The spirit of collaboration and unity is the main marketing theme of Tough Mudder Race. This fosters a true sense of camaraderie. This Company wants everyone to compete while making sure that no one is left behind. This collaboration helps to build moral, trust and motivation in corporations.

2) The collaboration is successful because of the following reasons:

a) Sense of Identity:

Since the inception of the Company, they had a clear brand and mission: to create life changing experiences.  This helps to clearly focus that every employee is aligned to the vision of the company and employee are aware of what they are working on.

b) Meeting done by CEO:

CEO meets the five man strategy team once in a week. The team also meets in a retreat in the Catskill Mountains where there is no phone coverage and weak internet connection. CEO also talks with Cristina De Vito, Chief Strategic Officer. This strategy helps to map out a long term strategy of the company (Vlahos 2014).

c) Use of Facebook:

Facebook, a popular social media platform is exclusively used by this company to develop the brand, encourage building community and participations among the participants. Facebook Advertisement of this company target specific demographics and Locations. This company shows Advertisement to person who have already visited Tough Mudder website. The social media helps to exploit the most lucrative part of this event: the ability of the participants to proclaim their courage, competitive spirit and endurance. By February 2014, this company had 3.7 million facebook “Likes” (Schüler et al. 2014).

3) Role of Tough Mudder sense of identity:

This company has a strong sense of identity in influencing the effectiveness of the strategy. CEO meets five member strategy team weekly. Since, the start of the organization they had a clear brand and mission in mind: to create life changing experiences. This helps the employees to have a clear goal. This helps to create a sense of identity in the organization which makes it a strong brand.