BEN SHERMAN.ppt powerpoint

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By: SALEH AL-SULAITI MOHAMMED HASSAN OMOTOKUNBO JEGEDE EDONA CANI ABDULLA BAHWAN

Introduction : 

Introduction Ben Sherman was established in 1963. Ben Sherman’s main target group is 19-35. Main competitors variety from Ted Baker and Bench The main capitals of the fashion industry's . Dressed up many celebs and are involved in fashion shows Be found over 35 countries Don't specify in one segment Take Pride that prices are affordable and reasonable

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Price – Ben Sherman produces mostly medium-price range products. This will further be demonstrated in the product map diagram. Place – Ben Sherman sells 27% of its products via online as well as outlets. The remaining 73% are sold through wholesalers such as Debenhams and Selfridges. Product – Ben Sherman is both product-oriented and market-oriented, the company produces a wide product range that appeals to all its target market segments. Products that have to offer are clothing for both men, women and children, footwear and accessories. Promotion – The purpose of promotion is to obtain and retain customers. Ben Sherman uses two ways to promote its products these are ‘above-the-line’ and ‘below-the-line’ promotion to help inform customers about its products. Through this information, it increases the customers’ desire to buy its products.

Value Chain : 

Value Chain The head office of Ben Sherman is based in London. There are between 501-1000 employees. Online based shopping which helps company grow and allows customers to purchase goods from the vast endless regions of the world. Receiving and storing materials for distribution or production. Target segmentation divided into different groups, women, men, youths and kids. Transforms inputs into finished products, e.g. categories product. identifying the trends, Make clothes in the factory. Entails storing and distributing finished products e.g. delivery of products to customers. Promoting and selling the products. Sponsorship for music and fashion events, sales promotion offering discounts or money-off coupons. magazines advertising to reach a mass audience. Maintenance and repair of the firms goods and services. E.g. before and after sale service. This role is accountable for purchasing the materials, goods and services for the company. Ben Sherman aim is to get the lowest probable price for purchases of the highest possible quality .

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Power of suppliers –There are large number of different suppliers, suppliers from developing countries such as India, Turkey, China. Ben Sherman needs to implement partnership. Power of buyers – Customers may want cheaper substitutes. Ben Sherman needs to increase customer loyalty, this can be done by dealing with customers directly. Threat of potential new entrants – Slow growth of industry segment, a small potential threat of new entrants, saturated market. Threat of substitutes – New and existing companies. Competitive rival – Ben Sherman’s competitors are Ted Baker, Diesel, Bench. Competitors have similar products, slow growth of market segment. Ben Sherman can try to avoid competition by either differentiating products or avoiding price competition.

Handy’s culture : 

Handy’s culture Culture consists of the shared values of an organisation. There are 4 main types of corporate culture in Charles Handy’s model; power, role, task and people. The model which best fits with Ben Sherman is ‘role’.

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lindsay-sherwin.co.uk

Core Competencies : 

Core Competencies

Product Life Cycle : 

Product Life Cycle

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Spring / summer collection Autumn / Winter collection

Boston Matrix : 

Boston Matrix theadvisoryfirm.com

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Stars When Ben Sherman launches a product and it is predicted to experience high growth rate and a high share in the market then this indicates that there is a potential of high revenue for this product. Cash cows The product is at maturity stage and has low growth. This results in the company achieving high cash revenue and a positive cash flow. Dogs After the product has gone through the maturity stage and has peaked it will start declining and have a low market share which will be a decline stage in product life cycle. Usually this product would be associated with a negative cash flow and would need a large amount of money to maintain. Hence the company would either discard the product or replace it with a different product. Question Mark A company would need to decide to either boost a new product or style then extends the life of the range. Products need refreshing to avoid the diminishing of it existence in the market. If the company decide to spend to develop the product there would be a potential for the product in the future.

Product map : 

Product map www.thetimes100.co.uk

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Ben Sherman produces mostly medium-price range products. Its position in the market for clothing is shown on the product map diagram. The mix of product and price is clearly evident here. These brands are identifiable by their quality and style.

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www.thetimes100.co.uk

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£37.00 £50.00 £70.00 £130

Bibliography : 

Bibliography Lynch, R (2009), Corporate Strategy, ft/Prentice Hall Jackson, T and Shaw, D (2006) The Fashion Handbook. Basingstoke: Palgrave Maynard, J (2006) Fashion Buying and Merchandising: the principles. Thorpe-le-soken: Jonjasaw Varley, R(2006) Retail Product Management: buying and merchandising. 2nd ed. London: Routledge http://www.lindsay-sherwin.co.uk/guide_managing_change/html_overview/05_culture_handy.htm http://www.thetimes100.co.uk/case-study--using-marketing-mix-fashion-industry--135-327-1.php http://www.mindtools.com/pages/article/newTED_97.htm http://www.cipd.co.uk/subjects/corpstrtgy/general/pestle-analysis.htm http://www.netmba.com/strategy/value-chain/