Detailed Business Analysis Report: Elaine Footwear Company

This report presents a business analysis of Elaine, an athletic footwear company with a global presence. The analysis covers Elaine's vision, mission, and corporate objectives. A PESTLE analysis examines the political, economic, social, technological, legal, and environmental factors impacting the business. The report also explores Elaine's business lifecycle, manufacturing locations, and Porter's Five Forces. An internal analysis, including a SWOT analysis, evaluates the company's strengths, weaknesses, opportunities, and threats. The report further discusses the implementation of marketing strategies, including the 7 P's and celebrity endorsements. Corporate Social Responsibility and recommendations for the company are also included. The report aims to provide insights into Elaine's market position and strategic direction.

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. 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

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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

3BUSINESS ANALYSIS OF ELAINE
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

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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.

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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

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ECONOMICAL
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 carried on. This survey
was held upon the 270 Global fashion
executive; and the obtaining result
found comprises that 42% of the
business firm claims that the
prevailing economic conditions will
not be profitable for the shoe industry
(Brito et al., 2015). Supported their
statement by claiming that within the
coming era of time in 2019 the fashion
industry will be much worse.
- The distinct portfolio of athletic
collection attracts the interest of the
potential consumers and make them
attracted towards the design.
- They arrange their shelves in an
attracting manner. Besides they make

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SOCIAL use of the banner and logos to direct
the consumers towards the particular
segment of the product. They even
make use of the marketing
professionals that guides the
consumers of the product towards
their specific needs. This way the
customer gets satisfied and aims to
continue further business with the
concerning brand. (Henninger et al.,
2016)
TECHNOLOGICAL
- Their aim is to make use of the digital
marketing platform to reach the
international market. They even aim to
make use of the e-commerce website
in order to build their presence within
the internet platform.
- Besides, the firm makes use of the
traditional machines that are
innovative in output as compared to
that of the previous products for the
manufacturing process of the products.
- They even make use of the

8BUSINESS ANALYSIS OF ELAINE
applications to guide their nearby
consumers to their shops, this apps
also entails the consumers about the
special discounts and offers that is
being available at the present point of
the time.
- They also make use of the POS
machines and various cashless
payment machines for the ease of the
consumers.
LEGAL
- The National Minimum Wage (NMW)
law mandates that an equal and
satisfactory amount of wage is being
paid to the workers and that of the
employees. However, 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 (Hvass et al.,
2015).
- They denote their CSR, by making use
of the carbon friendly raw materials

9BUSINESS ANALYSIS OF ELAINE
ENVIRONMENTAL
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.
3.2. Business life cycle
The stages are as follows:
Start-up: The store was inaugurated as an official athletic footwear point. It is because of its
unique and classic design that the firm was able to attract the consumer’s interest because of the
designs of the shoes. Besides, the hire designers and professional but upon an agreement that
their business related concepts and ideas are not be shared with that of the rival firms.
Growth: The firm has been operating in the consumer market for a time period of more than 20
years. This has enabled the firm to formulate its own brand equity and that of the goodwill of the
firm. 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 time of 20s era the concerning firm was successful in securing a stable
position in the market. It was the design of the firm that makes them unique. On a continuous
basis, they make research and development activity for the manufacturing of new products. They
make use of the tailor-made catalogue that is being designed to make sure that each of the
consumer market segment is being targeted and targeted towards the bran. It is one of their
marketing strategies. The even make efforts by availing the product according to different time

10BUSINESS ANALYSIS OF ELAINE
zone and for the different occasion such that the 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 (Fernie et al., 2018).
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.
Decline: Their continuous innovative product offering is the key towards their business success.
Since, there has been a rapid increase in the firm of the firm within the footwear industry. There
is a requirement for the firm to introduce innovative products or soon the firm will be losing its
market share. On the other hand, these designers that make the business a qualitative one will
shift towards the rival brands when they feel like the concerning firm at the verge of getting
decline.
3.3. Manufacturing locations
They undertake business activities in the city of London itself, at the recent era of time
they have business points in the region of Kensington Palace, Knightsbridge, and at Mayfair.
Besides, they follow their own distinct professional for which they hire designers such as from
the professional institutions, they make use of this experts by setting 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.

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3.4. Porter’s Five Forces model
Bargaining power of the suppliers: The suppliers of the raw materials and that of the required
equipment’s are the one from the international boundaries along with that of the domestic
country. The exporters that provide quality oriented raw materials. However, this suppliers
provide the commodity upon the maximum pricing strategy. Since, there is huge presence of the
rival markets, 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 (Brito et al., 2015).
The threat of substitutes: There are large number of a business firm that offers the same
product and makes use of the design that the potential to lag behind the concerning firm —
brands such as that of the Nike, Puma, Adidas.
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 very price sensitive; they make a number of offers that is they carry on negotiation on
a continuous basis. There is the ability of a 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 has the potential to
give a very tough competition. This brand, on the other hand, makes use of the marketing
strategies and each firm has their own specific competitive advantage. Besides, there lies huge