Citi Trends External and Internal Environmental Analysis

2251 Words Jun 15th, 2012 10 Pages
Citi Trends External and Internal Environmental Analysis
Sharie Norman
STR/581
June 11, 2012
Ivonne Bates (Ivy)

Citi Trends External and Internal Environmental Analysis
Citi Trends has been in existence since 1953. They have 511 stores in both urban and rural markets in 29 states as of April 28, 2012. They sell name brand clothing, such as Apple Bottoms, Coogi, Dereon, Akademicks, Mecca, Baby Phat, Rocawear, and Ed Hardy, to name a few. They also carry name brand accessories to accent the clothing. Citi Trends is proud to sell their products for up to 60 % off other stores’ prices (cititrends.com fashion clothing store). This paper will include an external and internal environmental analysis of Citi Trends, including the most important
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The industry is very intense the 50 biggest companies bring in 65% of the entire industry incomes. Most of the companies are specialized and have found a particular market of customers to please. The size of companies making up the industry ranges from small independently owned shops to large department stores (Fulcrum Inquiry, 2010).
Most Important External Factors in Operating Environment The operating environment includes customers, creditors, investors, employees, the marketing environment, and how Citi Trends uses and obtains resources (Frenz, 2012). The external operating environment consists of Citi Trends’ competitive position, their customer profile, their reputation among suppliers, their reputation among creditors, and accessible labor market.
Citi Trends’ Customer Profile Citi Trends caters to urban African-American consumers. They provide clothing and accessories for men, women, and children (Haynes Publishing Group, 2011). They sell hip-hop jeans and over-sized t-shirts to younger consumers as well (Reference for Business Company History Index, 2012).
Citi Trends’ Reputation among Suppliers Citi Trends upholds sound sourcing relationships with a large group of suppliers. They have bought merchandise from around 1,000 vendors in a 12 month period. They buy
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