Harry Rosen Inc.: Comprehensive Business Strategy Report

This research report provides a comprehensive analysis of Harry Rosen Inc., a Canadian retail chain specializing in men's clothing. The report begins with an overview of the company's structure, including its history, mission, core values, and customer base, emphasizing segmentation strategies based on demographics, geographic location, psychographics, and behavior. It then delves into corporate-level strategies, specifically focusing on the adoption of a growth strategy and the implementation of market penetration and product development techniques. The report further examines business-level strategies, highlighting the use of cost leadership to gain a competitive advantage. A detailed SWOT analysis is included, identifying the company's strengths, weaknesses, opportunities, and threats. The analysis covers internal factors such as brand recognition and skilled employees, as well as external factors such as market competition and changing consumer behavior. The report concludes by summarizing the key findings and emphasizing the importance of customer-centric approaches and strategic planning for business success.

Research and Analysis Paper
Part 1

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
SUMMARY OF ORGANISATION...............................................................................................1
CUSTOMER BASE.........................................................................................................................1
MISSION AND CORE VALUES...................................................................................................3
VISION............................................................................................................................................3
CORPORATE LEVEL STRATEGIES...........................................................................................3
BUSINESS LEVEL STRATEGIES................................................................................................4
SWOT ANALYSIS.........................................................................................................................4
CONCLUSION................................................................................................................................5
EXECUTIVE SUMMARY.............................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
The systematic investigation into and study of material as well as sources in order to
establish facts and reach new conclusion is called as research. In this present report, a research
will be conducted on company's customer base, mission, core values, corporate level strategies,
business level strategies and SWOT analysis. Harry Rosen Inc. company is being chosen for
assessment which is a clothing company in Canada.
SUMMARY OF ORGANISATION
Harry Rosen Inc. is Canadian retail chain of 15 luxury men's clothing stores. It is a
private held company which was founded in 1954 by Harry Rosen. It is a privately held company
whose headquarters are located in Toronto, Ontario, Canada. The industry of this company is
Retail fashion industry (About Harry Rosen, 2018). The main product of company is High end
menswear and accessories. The growth of Harry Rosen Inc. was tremendous as it was very small
store in 1954 of 500 square fits in Cabbage Town, Toronto. This company only deals in men's
wear and accessories. Company also offers various collections of fine menswear labels including
Brioni, Boss Hugo Bossm Burberry, Canali, Armani Ermenegildo Zegna and Dolc & Gabbana.
CUSTOMER BASE
Customers are the backbone of the organisation. It is very important that customers
should be fully satisfied with the services and product offers by the company. There are much
information which are necessary to be include in the researching the customers of company like
age, gender, income, ethnicity, occupation, location, values, interest, rituals, traditions, customs
and most important is current market trends in the market (Albert & Maasoumy, 2016). These
are all the factors which are very important for clothing company to consider while researching
their customers.
Thus, in order to find the perfect customers, the best market strategies which are used by
the company to target its customers effectively and efficiently.
Segmentation and Targeting
This is one of the best framework that summarizes as well as simplifies the procedure of
market segmentation. It is the process in which group of buyers within the market are profiled
1

along with divided as per the range of variables that identifies the characteristics as well as
tendencies. There are three stages in this model which are as follows-
Segmentation: This is the first stage where the broad market is divided into small segments that
comprises people who nature are homogeneous like people who thinks in a same line
(Schlegelmilch, 2016). Harry Rosen also used to divide there customers on different basis which
are as follows-
Demographic- This is one of the most easy and simple segment that is based on age,
gender, income, ethnicity, occupation, location etc. Harry Rosen used to target age group of 18 to
25 and 25 to 45 years of age. Further, the prices are not so high and they also provide clothes like
causal wears, westerns, ethnic etc. which is suitable for all types of occupation. Gender is only
male groups are segmented.
Geographic- This is a type of segment on which customers are targeted by region,
country, city etc. Harry Rosen used to target the customer mostly living in the Toronto, Ontario
as well as company also provide online shopping by which they target entire population (men's)
of Canada.
Psychographic- This is a type of sensitive segment on which marketer of company used
to target the customers by considering personality, lifestyle, values, opinions and interest. Harry
Rosen is providing casual wears, dress shirts, intimate apparel, outwear, tailored clothing etc.
which is suitable for all types of personality (Sunkara, Yencken & Adelman, 2019). In addition
to this, Harry Rosen also provides up market clothing as well as affordable clothing which in
turn suitable for lifestyle segments. They also used to take opinion from their loyal customers
and provide them as per their expectations.
Behavioural- This is one of the which is somewhat difficult to target but Harry Rosen
company is operating in Canada since many years ago. So it is not difficult to target the audience
based on behaviour, preference, choices, decision making and usage. Basically, this segment is
segmented on the basis of usage and knowledge of the product because the buying decisions is
influenced by the knowledge. Harry Rosen has labels there customers like brand loyal,
competitor loyal and brand neutral. For example, a sports man might be prefers a sports shoes
rather than formal shoes.
Targeting: After the selection of segment, marketer used to formulate various marketing
strategies and promotional schemes as per the taste of people of specific segments. Harry Rosen
2

used to formulate plan according to the segments like for Sports person they use provide offer for
combo packs in which sports hoes, sun-glasses, lowers, T-shirts etc. Further, they also formulate
many other strategies to target other segments (Huang, Lamm & Dukes, 2016).
MISSION AND CORE VALUES
Mission: The aim of Harry Rosen is to contribute to the sustainable development of
community as well as that of the environment by which they used to interact.
Core Values:
 Beauty
 Functionality
 Sustainability
 Clarity
VISION
Vision: To bring innovation along with inspiration to every customers.
CORPORATE LEVEL STRATEGIES
Corporate level strategies is the plan in order to achieve goals of business. It is
implemented throughout the organisational structure. There are mainly three types of corporate
strategies which are growth, renewal and stability. Harry Rosen used to adopt growth strategy.
This is the strategy that aims to capture giant market share even at the expense of short term
earnings. Harry Rosen is a small business which is planning to grow in the market in order to
raise the sales and profit (Kazanjian, Drazin & Glynn, 2017). Market penetration, Market
expansion, Product Development, Diversifications and Acquisition are included in growth
strategy.
Harry Rosen mainly used market penetration and product development strategies. The
purpose is to raise the sales and market share through existing product by bringing changes
according to the needs of customers. The quality of product are very effective and perfect.
Customers are highly engaged with the company just because of high quality. On the other hand,
in product development strategy, company used to launch new products in present market. As
per the growing demand of environment sustainability, Harry Rosen could produce more
environment friendly products that fulfils the needs of society, this would help the company is
building a good image in the market (Unit, 2015).
3

BUSINESS LEVEL STRATEGIES
Business level strategies are those which aims to provide value to customers as well as to
gain competitive benefits in the market. There are three types of strategies which are cost
leadership, differentiation and focus. Harry Rosen is a small business as they used to cost
leadership strategies which one of the best way to gain competitive advantage in the market. In
this strategy aims to build a competitive advantages by having operations of lower cost (Kurt &
Zehir, 2016). The product they provide is high quality but affordable to all types of customers.
By this strategy, company could gain high market share along with high sales and profitability.
SWOT ANALYSIS
This is one of the model that helps company to develop strategies for business by
identifying strength, weaknesses, opportunities and threats. This model covers both internal and
external factors which influenced the company in both positive and negative way (Bohari, Hin &
Fuad, 2017).
Here is the SWOT Analysis of Harry Rosen company-
4
Drawing 1: SWOT ANALYSIS
(Source: Example of SWOT Analysis of clothing industry, 2018)

STRENGTH
 Harry Rosen is one of the recognised store in Canada since 1954 and they also developed
a recognised brand name in the Canadian market.
 40 percent of Canadian market is covered by Harry Rosen in men's wear.
 Employees are very skilled and knowledgeable that provide the best customer
engagement.
 Harry Rosen also have a good online presence by which they are covering huge audience.
 Provides affordable prices for customers.
 Upper market and Affordable market both are available at Harry Rosen store.
 Customers are highly engaged and satisfied with the company as they used to focus on
current market trends (Phadermrod, Crowder & Wills, 2019).
 Company have perfect and very intelligent designers.
WEAKNESSES
 Lack of resources, fund and capital infrastructure.
 The presence is somewhat low in fast growing markets.
 Limited advertising and marketing as compare to other brans in Canada.
 Limited to particular segment such as males only (Wang & Li, 2016).
 Rising cost of labours.
OPPORTUNITIES
 They could also expand their segment or range of products to female wears and kids. It is
because females purchase more cloths are compare to males.
 They can focus on expansion of market on global level.
 More focus on online presences as people are highly preferred online shopping.
 Firm could focus on environmental friendly products (Blockeel and et.al., 2016).
 Company could invest fund in marketing.
THREATS
 High competition in the clothing market.
 Switching cost is very high in fashion industry.
 Fast changing of fashions (Example of SWOT Analysis of clothing industry, 2018).
 Rapid changing behaviour of customers.
 Ever rising cost of raw materials.
5

CONCLUSION
The above report comes to the conclusion that marketing is the heart of businesses as no
any firm can ignore the preference and needs of customers as they are the pillars of organisation.
It is very important for businesses to select the segment for identifying the prefect customers to
target. Further, growth strategy and cost leadership strategy is one of the best strategy especially
for small businesses as it leads the organisation to continuous growth and development in the
market by raising sales and profitability. Moreover, SWOT analysis tool is also one the best
instrument which is used by form in formulating various strategies by identifying the impact of
both external and internal factors.
6

EXECUTIVE SUMMARY
In this present report, a research will be conducted on company's customer base, mission, core
values, corporate level strategies, business level strategies and SWOT analysis. Harry Rosen
Inc. company is being chosen for assessment which is a clothing company in Canada. Customers
are the backbone of the organisation. Thus, in order to find the perfect customers, the best market
strategies which are used by the company to target its customers effectively and efficiently.
Harry Rosen also used to divide there customers on different basis demographic, geographic,
Psychographic and behavioural segments.
Harry Rosen used to adopt growth strategy. This is the strategy that aims to capture giant
market share even at the expense of short term earnings in which market penetration and product
development is mostly preferred. Harry Rosen is a small business as they used to cost leadership
strategies which one of the best way to gain competitive advantage in the market. In this strategy
aims to build a competitive advantages by having operations of lower cost. SWOT analysis helps
company in formulating business and corporate strategies for the company.
7

REFERENCES
Books and Journals:
Albert, A., & Maasoumy, M. (2016). Predictive segmentation of energy consumers. Applied
energy, 177, 435-448.
Beamond, M. T., Farndale, E., & Härtel, C. E. (2016). MNE translation of corporate talent
management strategies to subsidiaries in emerging economies. Journal of World
Business, 51(4), 499-510.
Block, J. H., Kohn, K., Miller, D., & Ullrich, K. (2015). Necessity entrepreneurship and
competitive strategy. Small Business Economics, 44(1), 37-54.
Blockeel & et.al., (2016). A fresh look at the freeze-all protocol: a SWOT analysis. Human
reproduction, 31(3), 491-497.
Bohari, A. M., Hin, C. W., & Fuad, N. (2017). The competitiveness of halal food industry in
Malaysia: A SWOT-ICT analysis. Geografia-Malaysian Journal of Society and
Space, 9(1).
Huang, P. W., Lamm, A. J., & Dukes, M. D. (2016). Informing Extension Program Development
through Audience Segmentation: Targeting High Water Users. Journal of Agricultural
Education, 57(2), 60-74.
Kazanjian, R. K., Drazin, R., & Glynn, M. A. (2017). Implementing strategies for corporate
entrepreneurship: a knowledge‐based perspective. Strategic entrepreneurship: Creating a
new mindset, 173-199.
Kurt, A., & Zehir, C. (2016). The relationship between cost leadership strategy, total quality
management applications and financial performance.
Phadermrod, B., Crowder, R. M., & Wills, G. B. (2019). Importance-performance analysis based
SWOT analysis. International Journal of Information Management, 44, 194-203.
Schlegelmilch, B. B. (2016). Segmenting Targeting and Positioning in Global Markets.
In Global Marketing Strategy(pp. 63-82). Springer, Cham.
Sunkara, R., Yencken, S., & Adelman, D. (2019). U.S. Patent Application No. 16/020,730.
Unit, B. (2015). Corporate social responsibility.
Wang, Q., & Li, R. (2016). Impact of cheaper oil on economic system and climate change: A
SWOT analysis. Renewable and Sustainable Energy Reviews, 54, 9
8

Online:
About Harry Rosen. 2018. [Online]. Accessed through: <http://www.harryrosen.com/>.
Example of SWOT Analysis of clothing industry, 2018. [Online]. Accessed through:
<http://textilelearner.blogspot.com/2013/12/swot-analysis-for-apparel-industry-of.html>
9