A failed strategy at Adam clothing firm in Dubai

According to Porter, strategies allow organizations to gain competitive advantage from the use generic strategies model to gain sustainable competitive advantage. Essentially, the purpose of business-level strategy is to create differences between the firm's position and those of its competitors. To position itself differently from competitors, a firm must decide whether it intends to perform activities differently or to perform different activities. For example, Adam Clothing Firm was a struggling retailer when Idris Karim, its new CEO, announced a major strategy shift. The store would now carry specific brands of clothes and home goods, and offer all of the items in the store at a single discounted rate, with no special sales. Regrettably, this strategy could attract or appeal to Adam's current customers, and the store lost about 2 billion Dirham in 2018. Idris Karim later changed his mind by reintroducing sale pricing, and started a program to make sure Adam prices were comparable with those of their competitors such as Dubai Premium Clothes, Safari Fashion, and Fatima Clothing Zone. In 2019, Karim fired by the firm in 2019, just a year and a half after he became CEO. However, it remains to be seen if Adam Clothing firm can recover from Karim's failed strategic decisions.

(10 points)

a) Identify and describe Porter's business-level or generic strategies if properly selected can allow Adam Clothing Firm to gain competitive advantage.