Pumpkin Patch: a Strategic Management Plan Essay

2736 Words Sep 30th, 2012 11 Pages
Introduction
Nowadays, children’s clothing profession’s development is becoming much more powerful than before. In 1990, this kind of profession could not satisfy customers’ demands. Due to the lack of fashionable children’s clothing, Pumpkin Patch was found by Sally Synnott, who was the head children’s wear buyer in New Zealand. Although Pumpkin Patch was handled by other investors after two years, the brand expanded to a broader influence. Today Pumpkin Patch has its own market in several countries, such as New Zealand, Australia, the United Kingdom and United States. It is not easy for Pumpkin Patch to operate well in such areas, but the company still decides to look for new territories. So it should fully understand its position and
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In addition, the industry should also pay attention to the potential entrants.

Competitor analysis
The main competitor firms can be divided into three categories. The first one is the general retailers. No matter department stores or discounters, both of them has a common characteristic is try to gather the customer through the promotion. for example, Kmart the first mover into the retail market. Only the firm with a well-done supply chain management can do this. The second major competitor is specialty clothing retailers who has a section for children, such as GAP. In this way, even if the children's clothing is not the firm’s main direction, it can make use of the brand which has already started to disseminate children's clothing better. The third category is the specialty children’s clothing retailers as well as Pumpkin Patch. This case has mentioned that JK opened to copy Pumpkin Patch and compete with it which seems like a second mover.

To sum up, each kind of competitors will threaten Pumpkin Patch at any time. Pumpkin Patch should prepare well to respond to the challenge.

Analysing the Internal Environment

Pumpkin Patch’s tangible resources
Pumpkin Patch has a range of channels including its own retail stores, selected department store, wholesales distribution arrangements, the Internet and via mail order catalogues. They had an appropriate
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