Business Analysis of Elaine

This document provides a detailed analysis of Elaine, an athletic footwear store in the UK. It covers the company's vision, mission, corporate objectives, situational analysis, and more. The document is suitable for business students studying marketing or strategic management.

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

1BUSINESS ANALYSIS OF ELAINE
Table of Contents
1. Introduction..................................................................................................................................2
2. Discussion....................................................................................................................................3
2.1. Vision....................................................................................................................................3
2.2. Mission.................................................................................................................................3
2.3. Corporate Objectives............................................................................................................4
3. Situational Analysis.....................................................................................................................4
3.1. PESTLE analysis of the company........................................................................................4
3.2. Business life cycle................................................................................................................7
The stages are as follows:............................................................................................................7
3.3. Manufacturing locations.......................................................................................................8
3.4. Porter’s Five Forces model...................................................................................................9
3.6. All the above observations may feed into the G. Panagiotou’s telescopic observation.....10
4. Internal Analysis........................................................................................................................10
5.1..................................................................................................................................................11
5.2 SWOT analysis of the firm..................................................................................................11
5.3 Implementation of the Marketing Strategy..........................................................................12
7.....................................................................................................................................................13
7.1. 7 P’s - Product, Place, Promotion, Price, People, Processes, Physical evidence...............13
7.2 Design, Style and Quality issues; TQM..............................................................................14
7.3 Celebrity endorsement: brand management........................................................................14
8. Corporate Social Responsibility and Citizenship......................................................................14
9. Recommendations......................................................................................................................15

2BUSINESS ANALYSIS OF ELAINE
1. Introduction
The chosen firm for the formulation of the report is “Elaine”. According to the author
Armstrong-Gibbs et al., 2017, it is an athletic footwear store that is situated within the region of
the UK. It business services include that of selling high end consumer products that are of
qualitative materials. It has a presence within the region of North-America, Asia-Pacific, Europe
Africa, and Latin America. On the other hand, this brand makes use of the design as one of their
competitive advantages in gaining the satisfaction of the consumers. The commodity offering of
the firm is of classical design. The consumers even claim that their product offering is kind of
show stoppers.
Some consumers claim that besides being attractive their products are little bizarre in
terms of design, but it too has a story of its own. Speaking in terms of loyal consumers the firm is
able to gain a huge proportion of the market share in spite of the presence of the huge number of
competitors.
Speaking in terms of the firm’s product offering they carefully select assortment of
collectable and unique garments. Their competitors within the consumer market are Nike,
Adidas, Puma, and many more. Approximately at present, the firm has about 12 rival firms.
Some of their workings include a sense of the bohemian continues, inside as incense encircles
the ostrich feathers and silk scarves. 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 (Hamilton et al.., 2018).

3BUSINESS ANALYSIS OF ELAINE
2. Discussion
2.1. Vision
It has the potential to transform the single warehouse into the retail store within the
region of the UK (East London). The business firm on the other contrary claims to open number
of stores such as eight more stores and that too an online e-commerce website within the coming
thirteen years of time. Since the firm is able to capture the interest of the general consumers and
create its own unique identity as one of the leading athletic shoe retailer into the UK and that of
the Sweden. The business even remains a success for a seminal reference point for the individual
styles along with that of the key stakeholder within the circular economy. It is the sole vision that
they are going to penetrate the market within the international boundaries (Pioch et al., 2014).
2.2. Mission
The aim to make use of the professional expertise and skills that might bring about a
revolution in the further business process. They even claim that they make use of vintage
collection that is being sourced global on an international basis with the presence of an
International team who are trained professionally. These professional bodies are addressed as the
trend specialists. These professionals are the main Assets of the business firm, by making use of
their expertise the firm claims in hand picking the best vintage collection (Pioch et al., 2014).
Primary business objective: They claim that they make a number of efforts for operating on the
green initiative and in order to denote their CSR towards the environmental impact. They operate
on recycling and reuse criteria. They claim that their business operates on a minus carbon
footprint. It was in the year of 2014, the authority body WRAP (waste and resources action
programme) audited their entire business process and came to a conclusion that by recycling the

4BUSINESS ANALYSIS OF ELAINE
eliminated products from that of the household sector they achieve 608 tonnes CO2e, and
300,000 m3 of water (Pioch et al., 2014).
2.3. Corporate Objectives
Make the brand work within the consumer market segment: The brand aim towards
targeting each and every segment of the consumer market. They classify the entire market
according to the design, look, and styles. There is a separate portfolio for the youngsters,
separate portfolio for the adults and that of the teenagers.
Increase in product offering for the consumers: An estimation is being made that every year
within the region of the UK, the household sector eliminate 35 kg of shoe pairs on a yearly basis.
This elimination in terms of business perspective is assumed 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 (Keep et al., 2014).
3. Situational Analysis
3.1. PESTLE analysis of the company
POLITICAL
- The region of the UK is opposed to
that of the business forms who
exposed their favourite in the overseas
market for sewing activity.
- Companies like that of the PETA
boycott the product offering of the
companies that makes use of animal’s

5BUSINESS ANALYSIS OF ELAINE
fur and skins.
- The tax structure of the economy
keeps on fluctuating with the dynamic
trends in the market (Hamilton et al.,
2018).
ECONOMICAL
- The economy is still recovering from
the face of the 2008 recession people.
There is a large proportion of the
consumer market that strives for a
basic employment rate; this is the low
income earning people.
- Any new trading policies as
formulated can have a positive as well
as negative effects upon the
concerning business.
- A survey was undertaken upon 270
Global fashion executive; it was found
that 42% of the business firm claims
that the prevailing economic
conditions will not be profitable for
the shoe industry (Beverland et al.,
2015). Supported their statement by
stating that within the coming year of

6BUSINESS ANALYSIS OF ELAINE
2019 the fashion industry will be
much worse.
SOCIAL
- The diversified portfolio of athletic
collection pulls the consumer's interest
and make them attracted towards the
design.
- Music has always been a great interest
in the fashion industry. Within this
shopping premises, the concerning
from make use of the background
music that entices the mind of the
consumer (Beverland et al., 2015).
TECHNOLOGICAL
- The firm within the coming time aims
to make use of the e-commerce
website to penetrate the consumer
market within the international
boundaries.
- They make use of the apps for the ease
of potential consumers. This app
guides the route towards their shops
and also provided the contact details
that serves as the business point of

7BUSINESS ANALYSIS OF ELAINE
touch.
LEGAL
- The National Minimum Wage (NMW)
law makes it mandatory that the equal
wage unjustified wave structure is
being paid to the working employees.
This wage structure is being modified
every year.
- They maintain their own copyrights
and patents of the design which
prohibits any other fashion industry
firm to make use of it (Fischer et al.,
2017).
ENVIRONMENTAL
- They denote their CSR, by making use
of the carbon friendly raw materials
and equipment.
- The firm even operates on recycling of
the goods objective. This is also done
to introduce efficiency within the cost
structure as formulated by them.

8BUSINESS ANALYSIS OF ELAINE
3.2. Business life cycle
The stages are as follows:
Start-up: The store was started as an athletic footwear point. However, it was able to attract the
consumer’s interest because of the designs of the shoes. On the other hand, they make use of the
professional experts that ensure that designs and quality of the product offerings is been
achieved. Start-up took place as a memory to the owners Mother.
Growth: The firm is operating for a time period of more than 20 years. In the mid of the 15
years, the firm was successful to capture the interest of the consumer market. Slowly gaining
pace in the market, the number of rival firms also took place.
Expansion: By the era of the 20s the store was successful in obtaining a stable position in the
market. The firm expanded because of its vision; they claim that they have a variety of products
that are tailor-made according to that of the different time zones. Such that user gets the
advantage to purchase for the occasion that will be conducted in the morning, or evening, or
night. This helped them to categorise their product offering. This concept helped to pull the
consumers (Fischer et al., 2017).
Maturity: However, after the entry of the number of firms such as that of the Tommy Hilfiger,
Ralph Lauren, Nike, Reebok. The competition has increased within the market for which the
product selling rate has reduced to a certain level. This indicates that the concerning firm has
reached the maturity level. The rival brands are offering plus size too.

9BUSINESS ANALYSIS OF ELAINE
Decline: Soon the firm is required to introduce innovation in its product offering if the prevailing
business condition exists in the same manner as there will be more introduction of the rival firms
within the short span of time.
3.3. Manufacturing locations
They operate within the city of London itself, at present they have a presence in
Kensington Palace, Knightsbridge, and at Mayfair. Besides, they follow their own professional
for which they have set up their own backup office where the new designs are implemented and
being tested in the consumer market. The new designs are being tested upon the feedback of the
arrival customers within the physical shop. Consumers feedback are the asset for the concerning
frim (Nolan et al., 2017).
3.4. Porter’s Five Forces model
Bargaining power of the suppliers: The suppliers of the raw materials are the localities and that
of the international exporters that provide quality oriented raw materials. However, this suppliers
provide the commodity upon the maximum pricing strategy. Because of the presence of a
number of rival firms, the business prospects of the suppliers around the positive side. Whereas
for the business firms there are very selective suppliers for which they had to arrive at a business.
Which is feasible from the side of suppliers. On a continuous basis, the fashion industry such as
that of the concerning firm Elaine, bargain in a manner that yields satisfactory outcomes for the
suppliers.
The threat of substitutes: There is a number of substitutes firm located nearby that provided
similar kind of product offerings. Brand such as that of the Nike, Puma, Adidas (Kocaj et al.,
2016).

10BUSINESS ANALYSIS OF ELAINE
Bargaining power of the buyers: Buyers are more concentrated as compared to that of the
sellers. Besides, the threat in regard to backward integration is high. Buyers of the consumer
market are price sensitive for which they make continuous negotiation. There is the ability of
substitute product for which the majority of the power domains in the buyer's hand. The
consumer market is educated for which they demand only commodities that can yield maximum
satisfaction for them.
The threat of new entrants: Firms like that of the Puma, Nike, and Adidas gives competition to
the concerning brand. Besides, there is more of chances for the entry of new firms as the fashion
industry in the region of UK has been on the growing phase. There has been much of the
innovation in product offerings of the rival firms, for which the other rival firms make a number
of efforts for the introduction of new commodities.
3.6. All the above observations may feed into the G. Panagiotou’s telescopic observation.
Counterfeits: as online users that are located around the globe, they are able to view
product offering at the click of a button, it has made fashion items rapidly vulnerable to
counterfeiting. The web has also provided counterfeiters with direct routes to market that can be
hard to trace, through business-to-business and consumer-facing websites such as auction sites.
However, if you have the right strategy and tools in place, you can tackle this.
Social media: this can be an effective way for consumers to promote your goods independently
and publicly. Consumers are seeking information and advice online from peers and price
comparison websites on all kinds of goods, rather than from makers of the item. You need to
have plans in place to react quickly and effectively to positive and negative feedback. This
requires active management.

11BUSINESS ANALYSIS OF ELAINE
Online: we have seen a rise in established UK brands looking to raise their international profile,
and open new sales and marketing channels, online. This has resulted in some complex questions
around enforcing Intellectual Property Rights (IPRs) abroad, which can be a difficult process. It
is therefore important to assess the jurisdictions you intend to enter at an early stage, so you can
take steps to protect your IPRs where necessary (Lea et al., 2016). Likewise, it is important to
assess the risk of infringing third party rights in the countries targeted (whether intentionally or
implicitly) by your website.
4. Internal Analysis
The business firm started out with the inauguration of two specific plants located in two
distinct regions. They have even decided to introduce the hike up the base pay by 1%. This will
be carried out to result in the increase within productivity. The concerning firm also put much of
the efforts upon the training of the employees for which an amount of about 600$ is being
invested within the region of the North-American facility, and 400$ within the region of the
Asia-Pacific. A two million pair plant located within the region of the North-America, and a four
million pair plant located within the region of the Asia-pacific. The manner in which the goods
are labelled denotes their true nature.
One of the important point to be noted is that there is nothing printed upon the label
which misrepresents the goods, or it is otherwise considered as unfair or misleading for the
consumer, including in relation to price, composition or origin (Stapleton et al., 2017). Before an
offer is being made for the sole objective of sale within the region of the UK market, they adhere
and comply with that of the UK rights, and they comply with that of the relevant labelling
requirements and safety standards.

12BUSINESS ANALYSIS OF ELAINE
Ethical/desirable branding: Goods are more often being branded as being ethically sourced,
handmade, traded fairly or claiming origin from a particular region or place or being made out of
a particular material (e.g. British Materials). Care needs to be taken that such branding is
accurate and does not mislead the consumer.
5.1.
5.2 SWOT analysis of the firm
STRENGTH
- The Unique design of the firm.
- The luxury consumer segment of the
brand.
- The brand equity that it has formulated
over the period of the time.
- They avail the insurance scheme for the
product.
- Research and testing team that they make
use of.
WEAKNESS
- The number of rival firms present therein.
- The dynamic pricing strategy as
implemented by that of the rival firms
such as price skimming, strategic pricing
according to the tailor-made consumer
segment (Scherer et al., 2015).
OPPORTUNITIES - By making use of the e-commerce

13BUSINESS ANALYSIS OF ELAINE
platform, the firm can penetrate into the
regions where the existence of the firm
fails.
THREATS
- The change in fashion taste brings the
failure of the present innovative product
(Scherer et al., 2015).
5.3 Implementation of the Marketing Strategy.
The digitalisation of sales strategies: the days when the migration of new designs from
the catwalk to the high street was via glossy magazines is long gone. Any fashion or luxury
brand will now look to digital media to maximise sales and promotions opportunity and any
acquirer will look for a strong strategy in this area.
Founder buy-in: the sale of a fashion business inevitably means a high degree of “buy-in” from
founders and designers to the acquiring business, something that is often of utmost importance to
acquirers, as talent acquisition and retention tend to feature prominently on their M&A checklist
when acquiring a fashion or luxury brand (Liu et al., 2017).
7.
7.1. 7 P’s - Product, Place, Promotion, Price, People, Processes, Physical evidence.
Product- Shifting within the online platform: The business firm is planning to provide product
offerings by means of an online platform.
Pop up shops: these are a great way for a fashion retailer to ‘test’ their brand in a particular
location or take advantage of periods of high footfall, such as the Christmas period.

14BUSINESS ANALYSIS OF ELAINE
Shop in shops: these, and concessions, are a good way to enable fashion retailers to reduce their
fit-out costs and benefit from the footfall generated by other stores.
Place- the concerning firm operates within the region of the UK. These retailers prefer to pay
lease rents which are based on a percentage of their turnover. This can be beneficial to
businesses whose sales may be impacted by market conditions. A leasehold approach offers you
more flexibility, as you can negotiate the terms of the lease. Also, taking a lease is often better
from a cash-flow perspective, without having to commit the capital required to acquire the
freehold interest (Ngoasong et al., 2016).
Price- The company used to pay an additional cost of about 1.25$ as an incentive within the
region of North-America. The incentive of 0.75$ is being paid to the workers of the Asia Pacific
region. The pricing strategy is for the various consumer market segment. He tailor-made their
price offerings keeping in mind the diversified consumer segment.
Promotion- Their promotional strategy comprises of the advertisement campaigns that are
conducted by means of billboard, banners, magazines and that of the local media advertisement
partners.
7.2 Design, Style and Quality issues; TQM.
The firm used to provide an attractive and unique design, but there exists a time period
for the design when it becomes outdated. The rival firms were making a number of efforts for
overcoming the concerning firm. On the other hand, the design that was offered composed of the
athletic designs. It was for casual wear. This products were of durable quality but were not for
formal use. The rival firms made use of this fact and formulated new innovative products that are

15BUSINESS ANALYSIS OF ELAINE
capable to meet the individual demands of the consumer market. On the other hand, meeting the
needs of the formal aspects (Ngoasong et al., 2016).
7.3 Celebrity endorsement: brand management.
The brand was not able to make use of the celebrity endorsements as there was a deficit
in the financial budget that was formulated. On the other hand, because of the shortage of
financial aid, the firm was not able to arrive at a feasible point during the auction period. The
bidding was in favour of the rival firm because they were having a high amount of investment
that was capable enough of meeting the satisfactory point of the bidder (Beverland et al., 2015).
On the other hand, celebrity endorsements require a lot of money mainly because of the
promotional activities in diversified areas and by means of the diversified channels.
8. Corporate Social Responsibility and Citizenship
The firm did not take place in the Corporate Social Responsibility (CSR) activity. The
reason they stated that they did not find that taking part in the CSR activity will yield profit for
them in the business activity. They are more prone towards the cost structure. They found that
much of the cost will incur in comparison to that of the profit expectation from that of the CSR
activity.
9. Recommendations
After having a thorough analysis of the business undertaking and that of the nature of
their strategic moves and that of their visions, it is clear that the firm requires a lot of
improvement. Besides, the firm makes a number of efforts for the introduction of an innovative
product, the firm fails to look after the rival firms planning. The firm only focuses on the
consumer market. However, there is an immense need for the firm to understand the steps of the

16BUSINESS ANALYSIS OF ELAINE
rival firms and formulate business planning’s accordingly. On the other contrary, the firm does
not show any contributions towards the CSR activity; this is an activity that creates a negative
impact and causes the brand equity and that of the goodwill of the firm.
Moreover, there is a requirement for the firm to set-up a joint session with that of the
rival firms or that of the start-up firms as there will be a formulation of the communication
channel. Taking part within the business discussions can help a lot to understand the quality and
that of professionalism in terms of the business activities of the various firms.
A lot of improvement is required within the business model canvas of the concerning
firm Elaine. However, they make an effort by compensating the employees by identifying their
efforts. There is a need to have a concern towards the external stakeholders of the company.

17BUSINESS ANALYSIS OF ELAINE
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