Blue Turtle Clothing Company (BTC) is a newly established business in London, Ontario. The company showed poor financial performance in the previous season. Therefore, the owner has decided to redesign the marketing strategies of the company to boost up its sales performance in the next season. This paper presents analysis of the case using different tools and techniques; including situational analysis, market analysis, segmentation analysis, competition analysis, and financial analysis; case keys (key success factors, key contingencies, and analysis of alternative solutions); recommendations, and action plan for the short run.
The paper starts with the problem statement and discusses the situational analysis for the company in detail. The analysis includes individual goals and objectives of the owners and the company, background and forecast for the company, SWOT analysis (internal and external environment), market analysis (including business environment, current and past strategies, marketing mix, segmentation analysis, competitive environment, and financial analysis. The 'Case Keys' section explains the key success factors that are essential for the company to succeed in a challenging business environment as well as the key contingencies which can impact its business operations and performance in a negative way. The paper also presents analysis of alternatives, set of recommendations, and action plan which the company should follow in the short run.
1. Problem Statement
Carlie Melcher is worried about the poor financial performance of her seasonal clothing store, 'Blue Turtle Clothing Company'. In order to improve its performance and beat the competition in an effective and competitive way, she has to redesign her marketing strategies for the next season.
2. Situational Analysis
a. Objectives and Goals
Carlie Melcher is a women entrepreneur from London, Ontario who wished to establish a successful business in the seasonal clothing line. She founded Blue Turtle Clothing Company with the support of her mother and started selling and promoting women's casual and athletic wear along with a number of complimentary products. Blue Turtle Clothing Company is a purely business-motive entity situated at the Main Street, but off the main strip (Richard Ivey School of Business, 2009). Therefore, the individual goals of the owner (Carlie Melcher) and her business entity (Blue Turtle Clothing Company) are as follows:
i. Objectives and Goals of Carlie Melcher:
Having felt entrepreneurship skills in her, Carlie Melcher has decided to establish her career as a business woman in the clothing business. Therefore, with the help of Blue Turtle Clothing Company, she wants to reach at the top and become the owner of the most profitable and the largest clothing company.
ii. Objectives and Goals of Blue Turtle Clothing Company:
Blue Turtle Clothing Company is a newly established business that wants to grow in the clothing industry and become the most profitable and competitive company in the country. It aims to build the largest customer base, strengthen the market share, and develop its brand image in the industry through modern, affordable, comfortable, and unique casual and athletic wear for women (Richard Ivey School of Business, 2009).
b. Background and Forecast
Currently, Blue Turtle Clothing Company operates as a small scale clothing business that mainly targets women aging between 14 to 40 years. The potential customers of the company include all those women who want trendy, comfortable, and unique athlete and casual wears at the most affordable prices. Therefore, the target market consists of women from all social and income classes of the society. The current positioning strategy of the company is focused on attracting more and more customers by taking into account both parameters of customer behavior, i.e. The brand consciousness of younger women as well as the price consciousness of older women (Richard Ivey School of Business, 2009).
In the near future, the company will expand its product lines by adding more variety of casual and athlete wear; expand its geographical reach by opening new outlets; and take the services of greater number of distributors and private outlets in the country. In this way, it will target larger number of customers from adjacent areas. In the long run, the company's strategic moves may include international expansion and direct competition with the world's strongest clothing brands.
c. SWOT Analysis
i. Internal Environment
(a) Strengths
(b) Weaknesses
One of the major strengths of Blue Turtle Clothing Company is its trendy, unique, and affordable clothing lines that can target all kinds of customers -- from younger to the older customers as well as high income groups to the middle to low income groups.
The owner of the company, Carlie Melcher is a business management graduate that understands the complexities of the business world and knows how to proceed in a challenging situation. Her skills, competencies, and public relations are largely helpful for the company in achieving its strategic objectives.
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