Case study victorias secret

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Who is V ictoria, and what is her secret?

BACKDROP : 

BACKDROP Victoria’s Secret was established by Roy Raymond . Opportunity in taking “under garment” of the time and turning it into fashion. Victoria's Secret is a retail brand of lingerie and beauty products

Cont…: 

Cont… Victoria’s Secret generates more than $4 billion in sales a year. More than 1000 Victoria's Secret retail stores. sales of approximately $870 million.

Victoria’s Secret’s Success : 

Victoria’s Secret’s Success Operations Merchandise through three channels: retail stores, catalogues and the Internet. Locations Operating more than 1000 stores across US. first stores outside the United States in three Canadian cities

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Reputation Strong positioning of Victoria . Expansion into new products.

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Product customization The lingerie line of Victoria’s Secret is famous for its different names. Different fragrances to match every mood and style that women has. Victoria Secret to bring out the real woman in them.

Integrated organization structure : 

Integrated organization structure To recognize future growth opportunities. To maximize our growth potential. Appointment of great managers

Porters 5 force model: 

Porters 5 force model The threat of entry High The threat of rivalry Medium The threat of substitute Low The threat of buyers Low The threat of supplier Low Expected Average firm performance Mixed

SWOT OF VS: 

SWOT OF VS Strength Strong brand name. Huge customer base. Glamorous. Heavy advertising. Weakness More focus on some segmen t

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Opportunity Online marketing. Start up with men’s brand. Threat Economic downturn. Existing competitors in the market.

Marketing campaign : 

Marketing campaign successful advertising strategy. VS spends approx $66 million each year on advertising. Annual fashion show Catalogue . Printed Ads in Magazines and Newspapers . The supermodels.

VRIO analysis : 

VRIO analysis VRIO VALUE RARE COSTLY TO IMITATE ORGANIZATION Competitive implication Lingerie's YES YES YES YES Sustained competitive advantage Advertising YES NO NO YES Temporary competitive advantage Catalogues YES NO NO YES Temporary competitive advantage

Recommendations : 

Recommendations Expand for professional dress Research and development for electronic cataloging Create a division to include men in the target market