To completely retool our image is a daring act on the part of the company, but the executive management team is confident that this is the best step to take, albeit untraditional (Maclachlan 130).
Appendix I
Bibliography
Hisey, Pete. "Marketing support for lifestyle merchandising - K mart's Fresh New Face."
Discount Store News. 17 Dec. 1990: 1-4.
Maclachlan, Ian. "Plant Closure and Market Dynamics: Competitive Strategy and Rationalization." Economic Geography 68.2 (1992): 128-142.
Pennington, April. "Designer Babies: Munchkin Couture Is All the Rage With Hip
Parents." Entrepreneur. Sept. 2005: 1.
Outline
Situation Analysis
Objectives
Company Strengths
Management style
Loyal employees
Slow, steady marketing
Long-term existence
Relationship with wholesalers
Established plants
Established distribution channels
Company Weaknesses
Military style technique
Developing trendy atmosphere in traditional New England
Cost of living increases by unions
Risk of radical makeover
Opportunities
s
Regain #1 rating
Secure future
Higher profit
Diverse product line
Freshness of product
Good income forecast
Threats
Not only company considering move
New demographic
Finicky market
Price and quality control
Material accessibility and availability
Audiences
Employees
Departments
Management
Financial industry
Media
Consumer
Spokesperson Credibility
Skepticism
CEO
Qualities
Desired Responses
Buy-in
Understanding
Roles
Consistent and positive messages
Relationships
High quality
Purchasing
Communication Strategies
Employee worry
Other worry
Plan
Phase one
Phase two
Phase three
Verified Results
Determine success
Measurement/Evaluation
Current year
Projections
Strategic Action Plan
Employee Memo
SWOT
