Essay on Le Chateau Analysis

1956 Words Jun 4th, 2012 8 Pages
Table of Contents 1. Introduction 1 2. Company’s Current Strategy 1 2.1. Vision 1 2.2. Mission 1 2.3. Objectives 1 2.4. Corporate level strategy 1 2.5. Business level strategy 1 3. Evaluation of Current Strategy Performance 2 3.1. Competitive performance 2 3.2. Financial performance 2 4. External Analysis 3 4.1. General external environment 3 4.2. Industry situation analysis 4 4.2.1. Industry structure 4 4.2.2. Industry directions and trends 4 4.3. Competitive situation analysis 4 4.3.1. Competitive forces (Porter analysis) 4 4.3.2. Key competitor’s analysis 4 4.4. External analysis conclusion 5 5. Internal Analysis 5 5.1. Company’s resources, capabilities, competencies, and …show more content…
Design, manufacture and retail. * Manufactures 35% of the goods sold in its stores. * 218 retail stores in Canada, 4 retail stores in USA (NY) and 9 licensed in the Middle East. 3.3. Objectives
Financial objectives: No specific information provided. General increase in revenue (Increase in sales for ladies clothing since it dropped from 191 738 in 2008 to 190 676 in 2009).
Strategic objectives: Increase firm’s market share by capturing the post-boomer market. 3.4. Corporate level strategy
To be faster than other firms in quickly identifying fashion trends and using its vertically integrated value chain to get trendy apparel into its stores. 3.5. Business level strategy
Customer Segmentation:
Demographic factors: Repositioned from under 21 Saturday night fashion to everyday wear for
25 and older.
Consumption Pattern: Baby Boomers: Unpredictable spending behaviour
Generation X: Becoming affluent and more materialistic. Biggest spenders are women between 45-49 years old
Generation Y: Use shopping to define their personal identity.

Focused Strategy: Firm’s competitive segments are; * Industry ; Women’s & men’s clothing, accessories and footwear * Style; Casual and professional * Type of buyer; Follower

Low Cost Strategy: Manufacturing 35% of their merchandise; * Cuts cycle time to bring new designs faster to the market *

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