Business Analysis of Elaine

Running Head: BUSINESS ANALYSIS OF ELAINE
Business analysis of Elaine
Name of the Student
Name of the University
Author’s Note

BUSINESS ANALYSIS OF ELAINE1
Table of Contents
1. 1. Introduction..........................................................................................................................2
2. 2. Discussion............................................................................................................................2
2.1. Vision....................................................................................................................................2
2.2. Mission.................................................................................................................................3
2.3. Corporate Objectives............................................................................................................4
3. 3. Situational Analysis..............................................................................................................4
3.1. PESTLE analysis of the company........................................................................................4
3.2. Business life cycle................................................................................................................9
The stages are as follows:............................................................................................................9
3.3. Manufacturing locations.....................................................................................................10
3.4. Porter’s Five Forces model.................................................................................................10
3.6. All the above observations may feed into the G. Panagiotou’s telescopic observation.....11
4. 4. Internal Analysis.................................................................................................................12
5. 5.1...........................................................................................................................................13
5.2 SWOT analysis of the firm..................................................................................................13
5.3 Implementation of the Marketing Strategy..........................................................................14
6.....................................................................................................................................................15
6.1. 7 P’s - Product, Place, Promotion, Price, People, Processes, Physical evidence...............15
6.2. Celebrity endorsement: brand management.......................................................................16
7. Corporate Social Responsibility and Citizenship......................................................................16
8. Recommendations......................................................................................................................16
References......................................................................................................................................18

BUSINESS ANALYSIS OF ELAINE2
1. 1. Introduction
The chosen firm for the formulation of the report is “Elaine”. According to the author
(Bailey et al., 2014), the concerning firm is an athletic footwear seller, it has not only presence
within the region of the UK boundaries but the firm is able to penetrate the consumer market
within the region of the North-America, Asia-Pacific, Europe Africa, and Latin America. On the
other hand, speaking about the competitive advantage of the firm, that it makes use to gain
advantage over the rival firms is its unique design and the quality of the raw materials that is
being used. The commodity offering of the firm is of classical design. The consumers even claim
that their product offering is kind of show stoppers.
They make use of the unique and collective raw-materials for the manufacturing process.
They even make use of the research and quality assurance team that identifies the quality
oriented products, and accordingly create unique design of the athletic shoes. This shoes are
somewhat special in terms of the design as claim by them. However, they have a number of
competitors within the consumer market, they are as Nike, Adidas, Puma, and many more.
Approximately at present, the firm has about 12 rival firms. This shop exists in the market for a
time period of twenty years. The consumer segment of the business firm is local residents, young
citizens, old citizens, Art students, actors, and that of the regulars who have visited for twenty
years and curious passers-by (Bailey et al.., 2014).
2. 2. Discussion
2.1. Vision
The firm makes a number of efforts to penetrate within the international boundaries and
to obtain the satisfaction of the potential consumers. It has the capacity and the strength to

BUSINESS ANALYSIS OF ELAINE3
transform the single warehouse into the retail store within the region of the UK (East London).
Their sole vision to obtain the satisfaction of the consumers within the footwear market and to
open a number of more stores not only within the domestic country but within the international
boundaries as well. They aim to open their official e-commerce website and a couple of more
physical stores. They want to be addressed as one of the leading stores within the region of the
UK boundaries. The firm even aims to be addressed as one of the leading dominators within the
footwear industry. On the other hand, the firm even aims at the formulation of the franchise
within the coming era of time. It is their vision that opening franchise in several parts of the
country will be one of the achievements. The business aims at creating its own unique identity as
one of the leading athletic shoe retailer into the UK and that of Sweden.
2.2. Mission
Their sole purpose is to make use of the professional designer to bring about innovation
within the product offerings. On the other hand, the firm even uses the consumer’s feedback to
make the product available with that of specific design as desired by the potential consumers of
the market. The aim at making use of the vintage art and that of the abstract design for the casual
shoes, this is being carried out to entails that the firm is different from that of the rival firm in
terms of the product offerings. These specific designers and professionals are considered as trend
experts. They are the primary assets for the firm; it is the art of the designer and that of the
professionals that makes the firm a successful business firm (Pedersen et al., 2015).
Primary business objective: their sole objective is to gain a profitable market share and to
address their firm as one of the famous well-accepted firms within the consumer market. They do
not target any specific segment among the consumers. They aim at targeting each and every
individual of the society. However, the firm does not make any efforts towards sustaining the

BUSINESS ANALYSIS OF ELAINE4
environment. On the other side, the firm undertakes measure to identify the business prospects
that can be achieved by formulating new firms in different regions of the country. They care for
their employees for which they have formulated an incentive plan. This incentive plan has been
formulated to compensate the employees because of the efforts that they contribute towards the
business firm.
2.3. Corporate Objectives
Make the brand worth it among the consumer market segment: The brand aim towards
targeting each and every segment of the consumer market. They classify the entire market
consumer market based upon the design, look, and styles. On the other side, they make use of the
distinct portfolio that is being designed for the youngsters, separate portfolio for the adults and
that of the teenagers (Okonkwo et al., 2016).
Increase in the number of commodity offering for the potential consumers: A survey was
conducted by the firm where it found that within the region of the domestic country there is
about 35 kg of shoe pairs that is being rejected or recycled by the household sector of the
economy. This estimation is being done on a yearly basis. However, the business firm claims that
by making use of this rejected materials they can formulate more products such as 90 pairs of
shoes. Calculating in the overall perspective of the UK population, in terms of the 64 million
people much of the elimination will take place. The rejected shoes can be further improved into
innovate style and pull the consumer market towards the concerning business firm.

BUSINESS ANALYSIS OF ELAINE5
3. 3. Situational Analysis
3.1. PESTLE analysis of the company
POLITICAL
- The concerning firm undertakes the
trading activity with that of the
overseas market for the sewing
activity. They even hire raw-materials
for different parts of the county that
entirely depends upon the nature of
the new product and that of the design.
- Companies like that of the PETA
makes it mandatory to prohibit the
product offering of the companies that
makes use of animal’s fur and skins.
- The prevailing tax-structure of the
economy keeps on changing with the
change in the market trends
(Baliamoune-Lutz
et al., 2014).
- The region of the UK market is still
recovering from the phase of the
recession that took place in the early
era of the year 2008. There is a large
proportion of the consumer market
that strives for a basic employment