MGMT1101: Strategic Analysis of Moores Clothing - Management & SWOT

This report provides a comprehensive analysis of Moores Clothing, a Canadian retail company, focusing on its management practices, strategic approaches, and market environment. It begins with an overview of the organization, including its customer base and core values. The report then delves into the company's corporate and business-level strategies, highlighting its market penetration and diversification efforts. A SWOT analysis is conducted to evaluate Moores' strengths, weaknesses, opportunities, and threats, providing insights into its competitive positioning and potential for growth. The report concludes by summarizing Moores' commitment to customer satisfaction, strategic focus on quality, and the importance of servant leadership in its corporate culture. The analysis draws upon various sources to provide a well-rounded perspective on Moores Clothing's operations and strategic direction.

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Research and Analysis Paper

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Introduction
The report researches and analyses an organization in terms of management, environmental
constraints, leadership and planning and strategic management. For the discussion, a famous
Canadian clothing retail company Moores Clothing is selected. The report provides a proper
overview of the organization along with its customer base in the market. Further, the report also
explains the mission, vision and core values of the selected company. In addition to this, the
corporate and business level strategies of the company are analyzed, and the internal and external
environment of the business is explained by SWOT analysis.
Summary of the organization
Moores is a Canadian clothing and footwear retailer which is specialized in industrial and casual
wear. The company started its business operations in 1982 in men’s casual and industrial retailer.
Currently, the company is operating over 126 stores all over Canada. The company always
makes an effort to appeal to a wide range of the customer base and expand product offerings.
Moores is an apparel retailer having more than 126 stores in Canada. The company sells casual,
business, active clothing and footwear for men. Currently, 1200 employees are working in the
company. Moores Clothing is famous for the quality of men's clothing and apparel in the
Canadian market. The company is a leading player in the Canadian retail industry due to market
planning, promotions, public relations, and strategic planning. The success of Moores depends
upon the continuous ‘commitment to customer satisfaction’ (Moores, 2018). In customer service,
the company is focused on providing quality clothing products to the target customers so that the

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satisfaction level of the customers can be improved. In this manner, the company is focused on
maintaining strong relationships with its customers.
Customer base
Moores is the leading retail company in the clothing industry. The company is specialized in
men's clothing and apparel products. In this manner, the company only targets men for the
products. Based on the research, it is observed that high-income customers are targeted by the
company who are always ready to pay for the quality products. Basically, the company is using
demographic segmentation to target the customers for its products. The target customers of
Moores are between the age group of 20 to 50 years. These all are business class people who
want quality clothing and dress material. By targeting these customers, the company caters their
needs in terms of high quality, superior customer services, outstanding selection and everyday
low prices. This is the reason; the company is committed to maintaining values to grow in the
industry. Psychological segmentation is also used by the company by providing quality clothes at
everyday lower prices.
Mission and Core Values
Mission- the Mission of Moores Clothing is to be the leading clothing retail company in the
market. In this manner, the company is focused on providing super quality formal clothing at
affordable prices. In order to achieve the mission, the company is providing effective customer
services and maintaining strong relationships with them.
Core values and corporate culture- In the retail industry, core values of Moores is the key to
success. The culture of the company is ‘servant leadership’ in which the company believes that

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senior executive and management serve people who work for them (Marcer, 2012, p. 50 (3). The
servant leaders enhance the qualities and behaviors to encourage the employees to provide
effective customer services. The company believes that satisfied employees can make the
customers satisfied and this is the foundation of the success for Moores.
Vision
The vision statement for Moores Clothing is to be the place where complete clothing products
and accessories can be provided to potential customers. Based on the vision statement of the
company, it is clear that the company is required to provide effective customer services and
adapt promotional strategies to target the customers in the market.
Corporate level strategies
In order to attract potential customers in the market, the company has adopted various types of
strategies in the business. In this manner, the company has adopted a market penetration strategy
in the market in which it is operating. The company sells its products at the lower prices with the
key focus of expansion at the global level (Braun & Latham, 2014, p. 67 (4). By this strategy, the
company is able to manage its business performance in the operating market. In addition to this,
the company is also focused on fulfilling the needs and requirements of the customers by doing
proper market research. In customer service, the company is focused on providing quality
clothing products to the target customers so that the satisfaction level of the customers can be
improved. In this manner, the company is focused on maintaining strong relationships with its
customers. The company provides varieties of formal clothing to the customers. Moores provides

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professional tailoring services also to the customers based on the requirements and occasion. In
this manner, the diversification strategy is also used by the company (David, 2013, p.76 (2).
Business Level Strategy
Business level strategies have identified a set of actions which enable a firm to gain competitive
advantage and provide valuable products to their clients and users (Stotz, 2018). Moores is a
famous clothing outlet for men who provide formal wear for men so that they look attractive.
Thus, they need to analyse one and best business level strategy so that they can ascertain
competitive advantage and become different from others. Manager of Moores has found certain
business-level strategies to commence operations effectively:
 Cost leadership
 Differentiation
 Focus
Out of all these three, Moores uses focus level strategy to commence operations and make a
quality range of products. The reason for choosing a focus strategy is to maintain the quality of
clothes for men to maintain their level of standard in Canada. This is one of the most appropriate
strategies which enable Moores to gain competitive advantage and deliver value products to
target customers. This business strategy is helpful for them to manage their competitors and
enhance the value of products deliver by a company. Hence, it is one of the most convenient and
effective approaches for Moores to manage their level of operations in a dynamic business
environment for a long duration of spam (Gabrielli, et. al., 2013, p.40 (3).

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SWOT Analysis
A firm is required to organize SWOT analysis so that the company can become different from
others and manage the level of competitors. It is essential for a firm to use such an approach so
that they can analyze own potential with market opportunities and threats (Ali et al., 2019, p. 59
(2). Moores is a famous clothing company in Canada which focuses on men formal wear and
suits to make them attractive and different from others. Hence, the firm wants to analyze its
strength and weakness to manage internal aspects and employees with strategies (Mai, 2014, p.
68 (3). Opportunities and threats make them aware of distinct competitors and change
environment analysis properly:
Strength- Moores is focusing on innovation which makes them capable of becoming different
from others. There are high quality of products with the limited range which defines the value
and credibility of Moores. Company employees are loyal to business and support management to
grow.
Weakness- There is limited global penetration which makes things hard to operate properly.
Moores is required to improve their supply chain management to accomplish desired goals and
targets. The firm is providing a high range of products as compared their competitors like Marks
and Spencer and other clothing companies.
Opportunities- Moores has an opportunity to collaborate their business with some international
brands to facilitate operations in other parts of the world. Moores also provides different discount
and vouchers to men, especially to corporate employees. Moores need to manage global
execution of operations which also identify as expansion and opportunity for the company.

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Threats- One of a threat for Moores is changing rules and regulations in the fabric industry
which make things hard to execute. Moores is also facing one more threat of high-level
competition. This section is required effective strategy with a clear focus on management.
Regional trade alliance is also identified as a major and critical issue for Moores.

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Conclusion
Based on overall discussion and research, it is observed that the Company always makes an
effort to appeal to a wide range of the customer base and expand the product offerings. Moores
uses focus level strategy to commence operations and make a quality range of products. The
reason for choosing a focus strategy is to maintain the quality of clothes for men to maintain
their level of standard in Canada. It is also analyzed that the Company sells its products at the
lower prices with the key focus of expansion at the global level. In the company, the servant
leaders enhance the qualities and behaviors to encourage the employees for providing effective
customer services. Moores is a famous clothing outlet for men who provide formal wear for men
so that they look attractive. Thus, they need to analyze one and best business level strategy so
that they can ascertain competitive advantage and become different from others.

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References
Ali, M., Qun, W., &Hossain, M. E. (2019). EXPORT SPECIALIZATION OF
BANGLADESH'S READYMADE GARMENTS INDUSTRY IN THE NORTH
AMERICAN MARKET. European Journal of Economic and Financial Research.
Braun, M. & Latham, S. (2014). Mastering Strategy. Santa Barbara: ABC-CLIO.
David, F. (2013). Strategic Management: Concepts and Cases. New Jersey: Pearson
International Edition.
Gabrielli, V., Baghi, I., & Codeluppi, V. (2013). Consumption Practices of Fast Fashion
Products: a Consumer-based Approach. Journal of Fashion Marketing and
Management, 17(2), 206–224.
Mai, L. (2014). Consumers' willingness to pay for ethical attributes. Marketing Intelligence
& Plan, 32(6), pp.706-721.
Marcer, D. (2012). Marketing strategy: the challenge of the external environment. (5th).
London: Sage Publications.

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Moores. (2018). ABOUT US. Retrieved from https://www.mooresclothing.com/company
Stotz, A. (2018). Michael Porter’s Three Types Of Business Strategies. [Online] Value walk.
Retrieved from: https://www.valuewalk.com/2017/05/michael-porter-three-types-
business-strategies/.