& # 8217 ; s Mission Essay, Research Paper

Liz Claiborne s Mission

The mission of Liz Claiborne is to plan and fabricate comfy

vesture for the professional working adult female at sensible monetary values. It is our

mission to widen our endeavor globally in order to accomplish upper limit

fight and cost effectivity in this progressively complex

concern environment. Furthermore, Claiborne will supply a new line of

manner for both work forces and kids. Aromas will be added ; along with

cosmetics and accoutrements. All of our merchandises will attach to exceeding

quality and monetary value value for our clients.

Environmental Analysis

Macroenvironmental:

Some retail rivals who sell their vesture may transport a lower priced

line of professional adult females s dress. However, the quality International Relations and Security Network T ever

what a retail client expects. Old ages ago, before adult females entered the work

force, there had ne’er been a market for dress specifically designed for

the professional adult female. Today unluckily, many adult females have to work

2 occupations to do terminals run into and oftentimes, they can non afford to pass an

hideous sum of hard currency to look good at work. As a consequence, many adult females

are forced to dicker store. Today s adult females normally look for gross revenues and

deals on interior decorator apparels, but sometimes, even the gross revenues can be really

expensive. As retail merchants invariably search for new ways to sell their interior decorator

merchandises at sensible monetary values a battle normally occurs between both the

retail merchant and the client.

For case, some retail merchants will buy adult females s vesture from

makers that produce apparels with inexpensive cloth. This is non the desire

of most clients. Besides, some retail merchants may buy apparels that are out

of season or defective in some instances. doing them to finally take down the

monetary values on interior decorator points that would otherwise be really expensive. This can

be a loss to most retail merchants, and a loss to the client every bit good.

Microenvironmental:

From the corporate terminal of the spectrum, Claiborne s best retail market

clients can predictably stop up in serious fiscal problem. If this

happens, so Claiborne is in problem. For illustration, Bloomingdales may

over spend in advertisement and selling ; coupled with the fact that gross revenues

may be low for that peculiar one-fourth. If this happens ; in which instance it

frequently does, bloomingdale s will necessarily cut back on purchases of

Claiborne s vesture merchandises, and set their current ware on sale in

an effort to force their backlog out the door. Huge gross revenues will ease a

major fiscal loss although there will ever be an chance for

recovery.

Scheme

To happen out what sorts of dressing professional adult female want and look for

competent employees who posses exceeding endowments and expertness in the

country of vesture design. They will acquire hired at entry degree with full benefits

and chance for growing ; but they will be the best. This scheme will

salvage Claiborne money in planing costs.

States such as Mexico will normally mass green goods for a lower monetary value than

the American production industry. Claiborne will utilize this to our advantage.

We will buy the finest stuff to bring forth our garments because

quality is really of import. It would non be to Claiborne s advantage to

behavior concern with a seller who sell their vesture stuff below

market value merely to salvage money in the country of supplies. Low cost stuff

will likely intend that it would miss in the quality that clients look for

when doing a purchase. Claiborne will non do this forfeit. nevertheless,

we will non pass alot of money to hold our garments made. We will seek

for an economically efficient manner to acquire our apparels made. Another scheme

is to buy quality stuff in majority to have a larger nest eggs and halt

necessitating the retail industry to buy 50,000 dollars deserving of dress.

Once Claiborne lowers it s production cost, it could perchance countervail the

monies non being made through selling our finished goods to Macy s or

Dillard s for 50,000 dollars. Alternatively of necessitating established retail merchants to

do 50,000 dollars worth of purchases on our merchandise, Claiborne can

require that established retail merchants buy 30,000 dollars worth of our aggregation.

This would look to be more sensible. Furthermore, Claiborne can sell

it s merchandises to J.C penny, Mervyn s, Kohl s and Bealls. This scheme will

guarantee guaranteed concern on a monthly footing. Our merchandises will decidedly

sell in the lower terminal retail constitutions because retail clients normally

expression for quality. Quality vesture at low-cost monetary values is what Claiborne will

offer.

Goal

Second

Claiborne s end is to bolster our gross revenues by 92 per centum and take the company

into new countries of growing and enlargement. Claiborne will spouse with other

like-minded professionals that have already established a regular concern

with low-end industries such as kohl s, bealls etc. Our end is to stay the

dressing line of pick for adult females. Work force, misss and male childs vesture will be a

consequence of our spread outing line of ware. Clairbornes end is to redefine

how we do concern by seting our supply concatenation to increase profitableness

and acquire closer to our clients. Claiborne s end is to bring forth 200 million

units per twelvemonth while keeping gross revenues volume that exceed 4.5 billion dollars

per twelvemonth. We are anticipating to maintain 8000 employees working in installations

located in different parts of the United States and abroad. Our end is to

continue to supply retail clients with the same quality that they ve come

to cognize with Claiborne s ware.

Policy

Claiborne will hold an information substructure that is unfastened and flexible.

Claiborne s cognition of the industry will guarantee that client demands

are met with a 98 % satisfactory evaluation. If nevertheless, the staying 2 % of

clients are non satisfied with his/her purchase for any ground, the

ware may be returned ( client must hold a reciept ) to any one of

Claibornes mercantile establishment centres. Claibornes mercantile establishments are scattered throughout all

major metropoliss in the United States. It is our policy to supply exceeding

service and handle all clients with regard and apprehension of their

immediate demands.

SWOT ANALYSES

Strengths: We recognize that there is a market for a professional section

of adult females s vesture. Since 1976, adult females have been come ining the work

force and few companies were bring forthing apparels for them. With the

add-on of work forces and kids vesture ; Claiborne will take the competition

in this industry.

Failings: There are judicial admissions on marketing vesture in today s

industry. In other words, anyone can plan apparels specifically for an

untasted section of this industry and be extremely successful. If other

interior decorators and makers create vesture in the same line as Claiborne, it

could impact our hereafter grosss ; in other words, net incomes may get down to

diminution. We can non patent thoughts.

Opportunity: Claiborne can open up other lines such as work forces s

professional dress ; a kids s line and even a athleticss line. Claiborne can

besides entreaty to large and tall and bantam sizes. Claiborne has the chance to

communicate with retail shops all over the universe with the execution

of information engineering. With IT incorporated into the manner Claiborne

does concern, we maximize our net incomes and expose our name to everyone

universe broad.

Menaces: Rivals who carry low-cost lines of professional vesture

for adult females. Retailer who make stupid determinations in selling and

advertisement can truly be a menace to Claiborne. The fact is, if our clients

( retail merchants ) don t do money ; or misapply financess, so we don t do money.

Tactics

To bring forth a low-priced line of vesture and broaden Claiborne s merchandise

line. This needs to be done while protecting the trade name name Claiborne from

public examination. Claiborne can unify with Russ Togs ; who already

green goodss these three merchandise lines: Crazy Horse, The Villager and Red

Horse. Now, alternatively of unnecessarily upgrading and redesigning

Claiborne s current merchandise line, we can organize a partnership with Russ Togs

at a 60/40 split. This tactic will bring forth significant grosss because

Claiborne is a family name and Togs line is known throughout the

price reduction selling industry that serves the general vesture market.

Recommendation

It is recommended that Claiborne DOES NOT sell vesture through

established retail merchants such as: Macy s, Abraham and Strauss, Bloomingdales

and Dillards for 50,000 dollars deserving of purchase. This seems to be

hideous and unreasonable. Alternatively, Claiborne should take down this monetary value

and implement a different scheme to carry through the same end.

It is recommended that Claiborne systematically create new concern

relationships, one on one relationships. Marketing plans should be

created and Electronic Commerce should be embraced ; That is,

Internet-based patronage. This will let Claiborne to respond rapidly to

client demands, cut down costs of supplies and construct client trueness.

It is recommended that Claiborne understand and carry through the demands of its

clients before rivals do. It is recommended that Claiborne invests

sharply in engineering ; i.e.. Data repositing and network/systems direction.