Business plan: Market "Etam"

Linköping 2005-10-20
Index
1. Mission, Goals and Strategy 3
1.1 Current Business, Products and Australian Market 3
2. The Situation Analysis 6
2.1 Strengths 6
2.1 Weaknesses 7
2.2 Opportunities 8
2.3 Threats 9
3. Etam’s Objectives in Australia 11
4. The companies strategy in Australia 11
4.1. ETAM’s Market Entry Strategy 11
4.2 Human Resource 11
4.2.1 Recruitment process 11
4.2.2 Training politic 11
4.2.3 Commercial training 11
4.2.4 The different employee positions in the stores 11
4.3 Marketing 11
4.3.1 Product decisions/Cultural factors 11
4.3.2 Promotion 11
4.3.3 Price 11
4.3.4 Place/Distribution 11
4.4 Production and Delivery 11
5. Conclusion 11
6. References 11
1. Mission, Goals and Strategy
ETAM’s mission is the delivery of clothes for exclusively female customers aged from 9 to 45. The goal is to provide these all over the world’s best retailing areas, following the slogan “Le monde est à nous!” (The world is ours!). The strategy follows an incremental market development which is now concentrating on Australia. To understand the importance of the Australian market a short summary of the company, it’s products and the relation between those and the market will be given in the following chapter.
2.1 Current Business, Products and Australian Market
The company was founded in 1916 and made it’s first international experiences in 1920. At that time the company was focussed on the European market, which changed in the 1990s through expansion to China and other countries. Today the company offers it’s products, which are ready-to-wear, lingerie and accessory for every moment of the day of women aged 25-35 through it’s brand ETAM. The fundamental values determining the clothes style are feminine, pleasure, proximity with customers and variety. Clothing for women with an urban professional lifestyle is delivered through the brand 1.2.3. Customers aged from 9-16 are served by the brand TAMMY. The company itself does not manufacture the clothes but has a large network of suppliers all over the world.
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