Understanding All Seasons: Value Proposition and Design Analysis

This report provides an in-depth analysis of the value proposition of 'All Seasons,' a knitwear manufacturer and retailer, and how its organizational design contributes to its success. The report begins by defining value proposition and outlining the key phases involved in its creation, focusing on customer preferences, product features, target market identification, pricing, and investment strategies. It then examines All Seasons' commitment to quality, sustainability, and its rejection of 'fast fashion' principles. The report details the company's sustainable supply chain, use of Merino wool, and focus on a socially responsible brand image. The analysis extends to All Seasons' organizational structure, including functional departments like production, regulatory measures, sales and marketing, and corporate support, highlighting how each department contributes to the value proposition. The role of stakeholders, both internal (employees, top management) and external (customers, suppliers, retailers), is explored in relation to the company's strategies and plans. The report references key academic sources to support its arguments and provides a comprehensive understanding of how All Seasons aligns its organizational design with its value proposition to meet customer demands and achieve its business objectives.

Running head: UNDERSTANDING CONTEMPORARY ORGANIZATIONS
UNDERSTANDING CONTEMPORARY ORGANIZATIONS
Name of the Student
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Author Note

1UNDERSTANDING CONTEMPORARY ORGANIZATIONS
Response to the Question: Value proposition of ‘All Seasons’ and the contribution of
organizational design in value proposition
The assurance of offering values by communicating, acknowledging and delivering
the set values to the customers is known as value proposition. Value proposition can be
understood from two perspectives. From the perspective of the customers, value proposition
is considered as the belief which the customers expects for product offerings and from the
perspective of the marketer it is delivered as a form of benefit in the product (Payne, Frow
and Eggert 2017).
There are four phases in the process of creating values including, understanding about
the customers’ preferences or perception of values, understanding of the values or features of
the product offerings, identification of the target customer segment in which values can be
reflected in response to the competition, establishing a win-win price and directing the
concentration of the investment towards most significant consumers.
In case of All Seasons, the company focuses on manufacturing quality products for
the consumers by involving effective sustainable and optimum operational procedures. After
developing the understanding regarding consumer preferences of quality clothing with the
increasing awareness of negative environmental impact, the clothing company have designed
a sustainable supply chain with the ultimate aim of leading to a zero-waste company (Aremu
and Bamiduro 2012).
The Australian clothing company, All Seasons does not reflect any feature or practice
of ‘fast fashion’. The company has developed an understanding of the core values and
preferred features or values, which it wants to reflect. The main value, which All Seasons
wants to reflect, is quality with reduced impact on environment (Kuhn 2009). The raw
material of the knitwear are fine quality of Merino wool, which are obtained by various
premier wool budding areas in Australia The target consumers of All Seasons are diverse and

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are focus on the population, who prefers quality product, are aware of sustainable fashion and
recognize the concept of a socially responsible brand and citizens (Batory, Neese and Batory
2005). All seasons offers knitwear to women, children and men. All Seasons does not reflect
any geographical constraint as the Knitwear are sold both in national and international
regions by independent retail shops, limited selected retail outlets in Europe, North America
and United Kingdom.
All Seasons established their online presence for reaching the target customers
effectively. The focus of creating values for the customers is completely different from fast
fashion brands, which only believes in quantity and addressing latest trends of the market.
The focus of All Seasons is solely directed towards reaching customers with quality,
comfortable and sustainably sourced materials without the impact of environment and
without overusing resources.
All Seasons represents a well-organized operational process dedicated towards the
production of quality offerings and optimum utilization of resources in the process. The
organization have various functional department representing the different aspect of
manufacturing and retailing the product offerings. The functional departments under the top
management include, production department, regulatory measures department, sales and
marketing department and corporate support team. For satisfying the requirements in
achieving the value proposition, the clothing company All Seasons majorly focuses on
production department by allotting maximum staff and by selecting manufacturing workers
effectively. The reason for the most comfortable Knitwear, intricate design and optimum
utilization of available raw material of the Knitwear, highly skilled workers are selected for
aligning skills with the value proposition objectives of All Seasons.
The Regulatory Measures department of the clothing company All Seasons focused
on the establishing strict quality control and measures for quality assessment of the product

3UNDERSTANDING CONTEMPORARY ORGANIZATIONS
offerings. The Regulatory measures of the company will enable the continual assessment of
the product quality for an effective alignment with the objective of offering quality product.
The clothing company All Seasons is even dedicated towards controlling the whole
operational process for ensuring quality management practices. The department focussed for
implementing regulatory measures will also concentrate majorly on the optimum utilization
and management of resources, raw materials, energy usage, people management, waste
management and equipment usage.
The company has incorporated the step of utilizing the offcuts in the process of
designing the major clothing items for the smaller accessories like beanies, mittens and
gloves. This activity focuses on the usage of the each section of the raw material. All
Seasons also directs their efforts towards managing the final waste cuts as those are sent back
to the organic composter for the transportation to soil conditioners and fertilizers for the soil.
The quality control unit associated with the regulatory measures can completely align the
objective of quality and sustainably produced products with optimum resource usage for
reduced cost of production. The sales and marketing department is focussed on creating and
addressing the market demand and awareness for quality fashionable clothing brands with a
sustainable production line. The sales and marketing department directly associates the
functionality of the business to the customers demand through the offline and online medium.
The offline medium is focussed on selling and promoting through independent stores,
selected stores of UK, North America and Europe, international presence. The online
presence aims at reaching a wide-range of customers with the implication of interactive
media. The interactive content and features of the company website of All Seasons enhances
the sales and spread awareness of the quality product of the company.
The feature of virtual reality reflects the quality and skilled design of the Knitwear,
where the consumers can understand if the clothes will suit them while at home. The
corporate support is focussed on assisting the production line, sales and marketing

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department and regulatory measures (quality control) units of the company. The corporate
support department includes, human resources, financial department and IT support. The
human resource department concentrates on the function of people management, where
recruitment of highly skilled workers, sales and marketing officials and staff for quality
control are included (Jaffee 2008). The people management function of the Human Resource
department also focuses on motivating and aligning the individual goal of the employees with
that of the objectives of value proposition. The financial unit of the company is directed
towards the aim of reducing the actual cost of the production process by strategic allocation
and utilization of resources for the purpose of establishing a win-win pricing.
The Australian clothing company ‘All Seasons’ involves its key stakeholders for the
attainment of value proposition objective of offering quality products with the association of
sustainable supply chain process. The stakeholders of a company (both internal and external)
represents different role in constructing the value proposition plan of an organization (Baker
2016). The roles and responsibility of the stakeholders are formulated in accordance with the
requirements of a project or task in organization. Both internal and external stakeholders
affect the strategies and plans of an organization as the decisions are constructed by the
internal stakeholders for the external stakeholders (Bovee and Thill 2017).
The internal stakeholders of All Seasons are employees (every functional unit) and
top management. The external stakeholders of the clothing company All Seasons is the
customers, suppliers for the Knitwear, including raw material supplier, equipment supplier
and retailers. The top management of the company is responsible for framing the objective of
the value proposition with the application of marketing research. After the construction of
specific goals and objectives, the plan is usually communicated to the various functional units
of the company including, manufacturing, Human Resources, Finance, Sales & Marketing,
Quality control and corporate support (Bovee & Thill 2017). The production team of the
company reflects the most significant role by executing the optimum utilization and quality

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production process of the company. Heavily skilled workers are selected and are
communicated the plans for the optimum utilization of raw materials in regards with offcuts
and waste management. The environment supervisors are a significant part of the production
line of All Seasons as they maintain the objective of sustainability and minimum waste
disposal for value proposition (Bovee and Thill 2017). The Quality control department in the
association of Regulatory measures sets standards for the production team and assess the
production line and finished products for the value of quality and sustainability. Regulatory
measures construct the benchmark for whole supply chain process. The Sales and Marketing
department are responsible for communicating and reaching to the target consumers with the
strategized value proposition (Fineman, Garbriel & Sims 2010). The marketing team helps in
identifying the demand at the initial stage, helps in constructing and identifying market
demand, contribute towards the establishment of various communication and selling channels
like an interactive company website is created for the customers, which also reflects the
feature of virtual trial through the application of virtual reality. The sales departments act
upon the strategic plans and on the planned channels (Bovée and Thill 2014). The Corporate
support department of the company includes, Human Resources, Finance or Accounts and IT
support. The corporate support department aims at recruiting skilled staff members for every
unit, allocating positions, establishing budget in accordance with priorities and cost
association as well as helps in collaborating technology with the process of plan execution.
The internal stakeholders work towards the strategy of responding to the external
stakeholders in regards with preferences and impact (Haider et al. 2019).
The increasing awareness of the customers regarding the sustainable fashion leads to
the decision of addressing market demand through a sustainable and strategic supply chain of
All Seasons. The main supplier of All Seasons is the regenerative farmer for the extra fine
wool, who is associated with sustainable practices and attempts reversing damages from land.

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Both internal and external stakeholders of All Seasons are responsible for stimulating,
planning and executing the value proposition of the company.

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