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Assignment 1 (Case Study) ARMOUR TRUERENT, LLP. CASE SYNOPSIS The case of Armour TrueRent, LLP. illustrates how a smaller firm can achieve market power and survive through horizontal integration. Growth, however is only the beginning of a successful strategic process. It does not ensure long-term success, as there are numerous strategic challenges for this and other firms in similar circumstances. The firm has reached a size that could attract the attention of larger competitors. This new level of competition would increase the hostility and complexity of the external environment. Due to the new larger size, the firm will also encounter internal problems in such areas as management and logistics. Armour TrueRent, LLP. THE COMPANY Armour TrueRent, LLP. is a small and relatively new firm. It initially was located in the Central U.S.,
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