Chapter 17, Problem 2CCS

Summary Introduction

Case summary:

Company A is the women’s clothing company and lifestyle brand in Country U. In Country U, retailers plus size apparel industry. So Company A focused efficiently on this industry. Company holds fashions and events instead of launching large advertisement campaigns.

Company faces a decade of losses and emphasis on expanding online, to increase the usage of Electronic mails and expanding their presence in the social media networks.

After Person R becoming the Chief operating officer of the company the operations has drastically improved. He focusses on few principles which led the company to turnaround.

It mainly focusses on re-inventing the company culture, central policy on core customer, continued innovation and has developed a core strategy based on the customer loyalty and kindness.

Company seeks new options and started new options in the stores, the assortment of the company includes shoes, accessories and swimwear. The target market and its segmentation is primarily focused on African American plus-size women. The efforts of Person R hits the companies to re-boost its sales and it has expanded internationally.

Characters in the case:

• Company A
• Person R.

To discuss: Company A’s target market and whether it could be expanded.