Strategy and Entrepreneurship - Culture Clothing

Managerial Diploma in HRM
STRATEGY AND ENTREPRENEURSHIP
Student Name : Laxman Ajendra
Student ID : 21/GD-BM/CH02/0012
Submission Date : 11/10/2021
Assignment word count : 2000
Lecturer’s name : Mr. Gihan Talgodapitiya
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TABLE OF CONTENTS
Introduction 3
1. The Organization 3
1.1 Vision 3
1.2 Mission 3
1.3 Values 3
1.4 Goals 4
1.5 Objectives 4
1.6 Strategies 4
2. Understanding the strategic position of Culture clothing 5
2.1 Differentiation 5
2.2 Cost leadership 5
2.3 SWOT and TOWS analysis of Culture clothing 6
2.4 PESTEL analysis of Culture clothing 7
2.5 Identifying and analyzing the competitors of Culture clothing 8
2.6 Perceptual mapping of Culture clothing and the competitors 9
3. Strategic tools and framework used to enhance the competitiveness of Culture clothing 10
3.1 Porter’s 5 forces 10
3.2 Ansoff Matrix 11
4. Structuring Culture clothing for successful strategy implementation 12
4.1 Product life cycle management strategies 13
4.2 4 types of market segmentation 15
Conclusion 16
References 17
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INTRODUCTION
"Strategy" means seeking to achieve a certain position by way of a series of decisions and
actions over time. Henry Mintzberg, in his book, The Rise and Fall of Strategic Planning
(1994), points out that people use "strategy" in several different ways.
 Strategy is a plan, a "how," a means of getting from here to there.
 Strategy is position; that is, it reflects decisions to offer particular products or
services in particular markets.
1. THE ORGANIZATION
Culture Clothing, The business owned by the author, Focuses
distinctly on Sri Lankan Fashion sense in the hope of
Elevating it to international standards and capturing the
world market in the process.
The organization currently focuses on custom-made t-shirts
and Floral shirts.
1.1 VISION STATEMENT
Culture clothing strives to be a global fashion leader by giving power to innovation and
design to deliver complete customer satisfaction. (Source: Authors work)
1.2 MISSION STATEMENT
To Innovate, Lead and enhance to deliver the best products and services to customers.
Make a difference through our brand image to drive and influence fashion trends, Whilst
cultivating a culture of mindfulness that stays true to the local origins of the brand and
remains mindful of the Market changes and the latest technologies.
1.3 VALUES
 Integrity: Staying true to the promises to the stakeholders.
 Client satisfaction: Always treat the client’s expectations and requirements as the
most important aspect of performance.
 Culture: Staying true to the cultural roots of the brand.
 Learning: Always be open to all learning opportunities.
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1.4 GOALS
 Achieve 25% of market share in two years.
 To develop a strong base of key customers in the appropriate market segments
before the end of 2021.
 Increase brand awareness through social media marketing and increase sales by
20% by the end of the 3rd quarter.
1.5 OBJECTIVES
 Launch new line of T-shirts and shirts every 3 months and distribute via popular fast-
fashion outlets in urban areas.
 Analyze and identify the targeted audience, Design and manufacture products
appealing to that targeted audience.
 Create a dominant social media image that would boost sales.
1.6 STRATEGIES
 Construct deadlines to Influence and motivate the R&D and other suppliers’ teams to
come up with innovative designs. Pitch those products to top-selling fashion outlets
and build a network through them.
 Regularly engage with the 15-35 age group of the market via social media.
Understand the developments with popular trends and develop designs that go in
line.
 Contact Facebook and Instagram influencers, collaborate with them to promote the
products online at the peak hours of the internet.
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