Tentree Apparel is a Canadian company devoted to producing all its clothing responsibly and locally.  The company wants to “become the most environmentally progressive company on the planet”. It uses 100% eco-friendly resources such as sustainably grown organic cotton and unprocessed hemp to create premium-priced contemporary sports clothing. Tentree Apparel provides a unique and superior value to its buyers in terms of product quality and features as well as an additional environmental bonus. For every piece of clothing a customer purchases, Tentree Apparel plants ten trees. The company aims “to plant 1 billion trees by 2030”. The company’s owners adopted a social enterprise model of business with the aim to inspire and build a new group of consumers to tackle environmental challenges through reforestation efforts.

Tentree Apparel is an example of an organization that is making strategic decisions in its attempts to become profitable.

Identify and describe two concepts of organizational or business strategy that Tentree Apparel is using.