Business Solution Design: A Case Study of Red Origin - Management

This report presents a comprehensive business solution design for Red Origin, a clothing company facing declining sales. It begins with an introduction, outlining the problem and the research framework, followed by data collection using focus groups and data analysis. The analysis employs internal tools like SWOT and 4Ps marketing mix, and external tools such as PESTLE analysis and customer journey mapping to evaluate the business. The report includes an examination of the company's corporate and business-level strategies, identifies strengths, weaknesses, opportunities, and threats. Additionally, the report uses scenario planning to explore possible future outcomes and offers recommendations for improving sales and rebranding strategies. The document also includes benchmarking, and references to support the analysis.

Running head: MANAGEMENT
Business solution design: A case study of Red Origin
Name of the student:
Name of the university:
Author note:

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Contents
INTRODUCTION......................................................................................................................2
Data collection...........................................................................................................................2
FEEDBACK SESSION.............................................................................................................6
DATA ANALYSYS .................................................................................................................8
Business and processes..............................................................................................................8
Internal analysis.........................................................................................................................9
SWOT....................................................................................................................................9
4 Ps marketing mix.....................................................................................................................9
Scenario....................................................................................................................................12
Internal.................................................................................................................................12
Corporate strategy of Red Origin.........................................................................................12
Business level strategy of Red Origin..................................................................................13
External................................................................................................................................14
PESTLE Analysis.................................................................................................................14
Ansoff Matrix.......................................................................................................................15
Customer journey mapping......................................................................................................16
References................................................................................................................................19

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INTRODUCTION
Business needs to be such, which caters to the needs of the clients and customers.
Innovation in the business operations is effective for luring more and more audience towards
the brand image. Researching the ways of satisfying the clients is a rational approach towards
achieving higher competitive advantage from the contemporary brands. Innovation is one of
the means for upgrading the standards and quality of the products and services. This
assignment attempts to analyse the business management of Red Origins clothing company.
Data collection and analysis expands the scope and arena of the analysis.
Data collection
Data in a research is collected through primary and secondary methods, which are
further subdivided into qualitative and quantitative. Primary quantitative is where survey is
used. In primary qualitative, interviews are used for collecting the relevant data. On the other
hand, secondary data is when the researcher uses case studies, journal articles and websites
for collecting the necessary data. In this research, focus group interview has been chosen for
collecting the data. The sampling technique was probability, where the criteria were potential
bloggers in Bangladesh. For the convenience, the samples were divided into three groups of
7-8 members. In one group, there were 8 youths from different schools and universities. The
other group consisted of working people belong to middle age with minimum- high salary.
The third group consisted of 4 bloggers. All of these members were involved in a discussion
on the business design solutions and management of Red Origins. Feedbacks were also
collected.
Exchange of information and opinions

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Most of the samples lacked brand awareness. The students said that the brand is a new
one. Even the working group expressed that they are unfamiliar about the launch of this
brand. Due to their busy schedules, they prefer those brands, which have huge online
presence. Absence of website deprives the bloggers to write reviews on the latest arrivals of
the apparels, which aggravates the complexities towards making the purchase decisions.
QUESTION ANSWER SESSION
To which age group do you belong?
 18-20
 20-30
 30-40
Q2: What is your gender?
 Male
 Female
Q3: How often do you buy clothes?
 Frequently
 Rarely
 Occasionally
Q4. Which channels do you think are effective for gaining information on the discounts,
schemes and offers on clothes?
 Social media
 Magazines
 Television advertisements
Q5. What are the factors, which influences your purchasing power and decision regarding
the clothes of Red Origins?
 Quality
 Price

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 Design
 Marketing
Q6: To what extent do you think online purchase is effective as compared to the store
purchase in case of Red Origins?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q7: Does the location of the physical store has an impact on the buying decision?
 Yes
 No
Q8. Which location do you prefer for the stores of Red Origins?
 Offices
 Schools
 Universities and colleges
Q9: Which price range of Red Origins do you think is the most effective?
 Premium
 Medium to low range
 Low range
Q10: What do you think is the best channel for Red Origins in terms of reaching to the
clients and customers?
 Content marketing
 Emails
 Websites

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 Social media
Q11: Are you satisfied with the loyalty programs introduced by Red Origins?
 Yes
 No
Q12: To what extent do you think that rebranding strategy is to be revised enhancing the
efficiency in the operations?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q13: What recommendations do you suggest for increasing the sales revenue of Red
Origins?
 Introducing loyalty bonus
 Total quality management
 Online payment methods
 Advertising campaigns
FEEDBACK SESSION
After the question answer session, a feedback session was organized for gaining an
insight into the approaches of the customers towards the management practices of Red
Origin. As per the arguments of the youth, stalls can be opened in the university campuses,
where discounts can be levied on the latest fashion apparels. Flyers can also be distributed or

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gaining their awareness about the apparels of the latest designs. They were also of the view
that programs and seminars can be done for disseminating the information about the recent
trends which Red Origin are adopting for gaining the customer satisfaction. On the other
hand, the working groups preferred inauguration of more outlets in the prime locations.
According to them, online shopping would be effective for possessing the favourite clothes.
Home delivery options would add to their convenience. The bloggers were of the view that
fairs occurring in the hotels and the promotional packages in the social media would help
them in developing quality contents for luring the customers.

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DATA ANALYSIS
(Ref to the attached file on data analysis)
Business and processes
The intention of Red Origin is reflected from their design and portrayal of the clothes.
The integral values of love, passion, family and good luck helps in achieving trust loyalty and
dependence from the clients and customers. The suppliers are expected to use distinct and
personalized styles for catering to the needs, demands and requirements of the clients. Young
designers are provided with training for empowering them. The organizational structure of
the company is functional. Departmentalization helps in enhancing the standards and quality
of the businesses. The nature of operation is joint venture, which proves beneficial for
expanding the scope and arena of the supply chain network. These departments are Financial
advisories, IT, Human Resource management, Value for money is the main aim, which
defines the purpose of the business (Redorigin.com.bd, 2020). Diversity prevails in the design
of the apparels, which adversely affects the purchasing intentions and power of the clients
and customers. Sustainable marketing practices are adopted for securing the future of the
business as well as the clients. Corporate strategy is market oriented, which acts as a
cornerstone for achieving success. Continuous improvement strategies and research and
development segment are effective in terms of upgrading the standards and quality of the
business operations.
The mission and vision of Red Origin is to leading apparel brand in the threshold of
Bangladesh. The ways to achieve this mission is that of market research, increasing the size
of the operations, customer oriented branding strategies and others (Redorigin.com.bd, 2020).
Competitive, efficient and customer focused are the tags, which can be attached to the

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company services for achieving large scale customer satisfaction. The core values are
excellence, stewardship and quality, which is adhered in the process of the executing the
manufacturing tasks.
Internal analysis
SWOT
Strength:
 Supply chain network is diversified
 Poverty alleviation and employment
creation expands the corporate social
responsibility
 Bargaining power of the suppliers is
low
 Skilled and qualified members of the
research and development team
Weakness
 Low profit margin
 Poor brand management
 Reclining sales revenue
 Intensified competitive rivalry
Opportunities
 Creation of websites
 Content marketing
 Offshoring and outsourcing
 Advertising campaigns
 Promotions in the offices, schools
and colleges
Threats
 Lack of evaluation of the rebranding
strategy

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4 Ps marketing mix
Product
Fig: Men’s belt
(Source: Redorigin.com.bd, 2020)
Red Origin is is a company, which deals in quality apparels and accessories. Among
these, the product of men’s belt can be selected. Its classy design would be an attraction for
the working groups, as it would enhance their personality. Shiny golden and black
combination is an attraction, which if let on the lower racks, would compel the customers to
at least have a look. (Redorigin.com.bd, 2020).
Price

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The pricing strategies of the men’s belt is based on the income and lifestyle of the
customers. Meetings are organized with the trade union members for gaining an insight into
the ways to deal with the instances of inflation, high exchange rates and fluctuation in the
prices of the raw materials like leather. The products like that of the belts 99,999.99 takas.
The prices of the furniture materials differ according to the designs and other usages.
Dangelico, (2016) is of the view that evaluation is needed for the proposed prices for aligning
the performance according to the needs, demands and requirements of the clients and
customers.
Place
The products of Red Origin are spread evenly in the threshold of Bangladesh.
However, offshoring and outsourcing is needed for expanding the scope and arena of the
supply chain network. Conducting the promotions in the places of corporate offices, schools
and universities would be effective for luring the prospective clients and shareholders, who
would contribute in the increase of the sales revenue and profit margin. As per the arguments
of Kaleka and Morgan, (2017), selection and evaluation of the stakeholders and shareholders
would be effective approach in terms of detecting the sources of increasing the profit margin.
Promotion
Advertising campaigns on the social networking sites regarding the newly added
designs of leather belts for the young adults would lead to an increase in the amount of
customers for the brand. Along with this, radio and television advertisements would result in
direct marketing for improvising on the stability in the relationship with the clients and
customers. Apart from this, Manuela, (2019) opines that selling brochures, pamphlets and
leaflets would be effective for enhancing the awareness of the customers about the special

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discounts, offers and schemes on the purchases. Themes based manufacturing would be
effective for reaching to the demands of the clients and customers.
Scenario
Internal
According to the current scenario, Red Origins is encountering a down market
situation, as the sales revenue are drastically declining. As a result of this, the profit margin is
also declining. One of the striking issues is the branding and rebranding strategy, which is
weaker, as it lacks strategic planning and evaluation. These aspects add an interrogative
parameter to the investment strategies towards the capital investments. The immediate
outcome of this is the reduction in the brand equity. Imbalances between the design and
prices of the clothing add to the complexities of the marketing strategies, making it one of the
non-preferable brands among the customers. The statistics are alarming, which reflects the
loss of 200 million in the last 3 months (Redorigin.com.bd, 2020). The most affected ones are
owners and the stakeholders. One of the major drives behind this condition is the lack of
quality content in the website and media coverage.
Corporate strategy of Red Origin
Vertical integration is assistance in terms of using high quality raw materials for the
production of apparels and accessories. Suppliers’ power is highly influenced by supplying
these raw materials to the suppliers. This is the autonomous decision of the manager in terms
if exercising raw materials internally. Innovation is reflected from recycling the leather for
making belts, wallets, jeans and jackets. Distribution network is broad, which is enhanced
through the means of offshoring and outsourcing practices. Vertical integration is also
assistance in terms of upgrading the standards and quality of the other apparels like kurta,
sarees and others, especially in the manufacturing processes. This integration is an agent of
competitive advantage, reducing the intensity of the threat of new entrants. Uluskan, Joines