Guess

Résumé du document

Mission:
“We provide you more than a bag: it meets at the same time your usefulness need for all your daily moving and also respects your esthetic desire, all this at an affordable price!”

Strategic Objectives:

External Audit:
Big competitors (Diesel, Calvin Klein…)
Cheap labor cost (Asia)

Internal audit: Various range (different colors, forms, materials…) which fits all tastes

Operating statement: In 2008, sales = €3 million, cost of goods sold = € 750,000, varied expenses = €1.5 million. So, total profit = €750,000.

Balance sheet:
Growth of sales between 2008 and 2009
High advertising expenses

Opportunities:
Economic climate: Asian workers are cheaper.
Demographic changes: Young population and independent women.
Technology: High technology dependence, will of newness and innovations.

Threats:
Competitive activity: Big old and strong competitors.
Channel pressure: disappointed buyers seldom buy again an item of the same brand.
Politics: The governments imposes a sustainable development policy.

Extraits

[...] Distribution: GUESS will open 180 shops in Europe. It is helped by the COLOMBUS ENTERPRISE to optimize the management of its distribution chain and the quality of its customers' service. Marketing Plan Guess 5EDMCAZK5G34CABBC14UCAQG1MPSCAQ81S0RCAJNVGS9CAP8UQCSCAXNMNY5CA4A4OVYCA3753RHCA2JPTYVCAL4H75UCALS36V6CA7NHESZCA5YNIEVCAD21I1DCAM0EN2UCA6A0Q6JCA7S0G7TCABIXP0PUntitled-2 < number > Analyze of the segments Women between 25 and 49 years old: Geographic: Urban towns, France. Demographic: Professional women, married with children or not, middle income: 30,000-50,000€ per year. Psychographic: Middle class or the upper middles. Behavioral: regular occasions, expect quality and good services, regular and heavy users, loyal customers, opened to buy. [...]

[...] Services: Guess guarantees an efficient after-sales service. Guess is present in 67 countries and has 747 shops in the world. Personnel: smiling, sociable and helpful people are available to advise you and to clearly inform you. Images: Guess is a well-known brand in the world especially for its clothings. Its shops are settled in the most luxuous areas. Customer's expectations If the total customer value matches or exceed the customer's expectations, the customer is satisfied. If the total customer value falls short of the cstomer's expectations, the customer is disatisfied. [...]

[...] The operating statement: In 2008, the sales are € the cost of goods sold is €150,000, and the varied expenses of €250,000. So, the total profit is of €100,000. Untitled-2 < number > Our Strategic Audit The balance sheet: GUESS has realized a growth number of sales in the world in 2008 compared to the previous year, and the sales are expected to increase again, in the future. Concerning the different expenses, the cost of the production is suitable but the advertising expenses are strong and will increase to reach new markets, as possible. [...]

[...] Psychographic: middle class or the upper middles. Behavioral: regular occasions, economical products, regular and medium users, fashion followers. Marketing Plan Guess 5EDMCAZK5G34CABBC14UCAQG1MPSCAQ81S0RCAJNVGS9CAP8UQCSCAXNMNY5CA4A4OVYCA3753RHCA2JPTYVCAL4H75UCALS36V6CA7NHESZCA5YNIEVCAD21I1DCAM0EN2UCA6A0Q6JCA7S0G7TCABIXP0Phttp://pro.corbis.com/images/42-18359336.jpg?size=572&uid=%7B1143A536-5FE6-4763-B1CC-9719E1562C08%7Dhttp://blog.i-g.ch/images/actu/femmes_actives.jpgUntitled-2 < number > Business Portfolio We work in the fashion sector. However, we want to focus on our bag production. We have already created several models of bags with different prices , these are some examples: 612338808[1].jpg Guess Basic Hobo €88 615535435[1].jpg Guess Pop Color Box €110 599941330[1].jpg Guess Zulu Full Flap €65 625494855[1].jpg Guess Groupie € 185.25 Strategic Plan 5EDMCAZK5G34CABBC14UCAQG1MPSCAQ81S0RCAJNVGS9CAP8UQCSCAXNMNY5CA4A4OVYCA3753RHCA2JPTYVCAL4H75UCALS36V6CA7NHESZCA5YNIEVCAD21I1DCAM0EN2UCA6A0Q6JCA7S0G7TCABIXP0P Guess Young Female Women Untitled-2 < number > Marketing Plan Number of Consumers: Women: 6 million Young Female: 4 million How Much Money They Spend: Women: 200 € Young Female: 100 € Market Size per Year in 2008: Women: 1.2 billion € Young Female: 400 million € Market Size per Year in 2009: Women: 1.272 billion € Young Female: 452 million € Guess 5EDMCAZK5G34CABBC14UCAQG1MPSCAQ81S0RCAJNVGS9CAP8UQCSCAXNMNY5CA4A4OVYCA3753RHCA2JPTYVCAL4H75UCALS36V6CA7NHESZCA5YNIEVCAD21I1DCAM0EN2UCA6A0Q6JCA7S0G7TCABIXP0PUntitled-2 < number > Marketing Plan Competitors Furla Calvin Klein Lancaster Diesel The market share grid of both segment show that GUESS has the highest overall score ( 7.0 for women for young female). [...]

[...] The edge is the low cost of this type of promotion and the fact that it allows reaching a lot of individuals geographically dispersed quickly. It also allows the repetition of the message we want to convey. [...]