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Analysis of C Times Footwear Company

Introduction

For the business enterprise world today, the aim of every company is to purchase a host that is financially safe with the purpose of working towards making revenue, make maximum earnings on investment also to kept the interest of the business's shareholders in mind and also to hold the interest of customers at heart in order to gain competitive advantages by working on central competency of the organisation.

The company is in the athletic shoes industry called C SEASONS. The business used a differentiated technique for the sales of its activities footwear. That is going into the footwear market in a different way from other shoes making companies in order to truly have a competitive edge over other athletic footwear industry.

C Seasons Sneakers Company has been around the shoes industry for the last five years providing the best sneakers to four different regions namely, North America, Europe - Africa, Asia Pacific and Latin America.

The BSG Online simulation was based on twelve industries that were into athletic footwear located in four locations (North America, European countries Africa, Asia Pacific and Latin America. It began with twelve companies and to contend with other company and make necessary decisions and design and implement a technique that will provide a longterm come back for shareholders over another five years. The record will concentrate on company 25 (C Periods).

According to Johnson, et al (2009) a differentiation strategy looks for to provide products or services that offer benefits that will vary from those of competition and this are widely respected by clients. p. 153.

The seeks and objectives of the BSG online simulation are:

  • Becoming the marketplace leader in the shoes or boots making industry.
  • To have a good shareholder returns.
  • To have a high net profit by the end of the overall game simulation.

Various report, tables and graphs would be utilized to help decision making procedures.

The stand below shows the advantages and weaknesses for C Periods on both internet section and wholesale portion of the business enterprise for the five years.

Simulation Consequence.

Year 1.

In order to be the marketplace leader, we chosen that in year 1 we'd be making a 1% charitable contribution, using this method it would help reduce the tax payable by the company at the end of each financial year. The business would also be engaged in workforce variety programs. The business also chose that by the end of the entire year we would have certain ratio of our unsold stock on clearance sales. For the UNITED STATES market clearance would be 25%, European countries Africa would be 25%, Asia Pacific would be 50% and 50% for Latin America. The company also had strengths in all locations in the models offered, rebate offers and advertisement. Some weakness were also determined such as the style and quality, delivery time and the low cost price. At he end of the first year the company got an image score of 66 and a credit history of A. The web profit margin in the first year was 14. 1% while come back on equity was 22. 8%. The existing percentage in the first yr was 2. 74 as the advantage turnover was 0. 93.

Year 2

In season two the talents of the business in the locations were the models offered and the discount offers. The inventory clearance was still left as the first season that your company believed would draw in more customers.

The weaknesses in time two were style and quality, wholesale price wanted to suppliers, the delivery time, movie star appeal and free transport. Return on collateral in season two was 23. 4% as the net profit margin was 16. 4%. This is a 3. 1% surge from the first time which points out that the company was selling well. Advantage turnover in the second season was 0. 93 while the current proportion was 4. 11%.

Year 3

In 12 months three the talents of the company in the three areas were the free shipment offered, rebate offers, celebrity charm and the models offered. The come back on equity in yr three was 19. 7%. Online profit percentage 16. 9%. Asset turnover was 0. 57 while the current ratio was 5. 37%. The business experienced some weaknesses in the 3rd time of business delivery time, retail outlet, and advertising were the setback for the business.

Year 4

In season four the company made a decision to pay shareholders, a amount of $0. 50/show is to be paid to each shareholder per the number of share(s) they maintain in the business. Shareholders were paid dividend as an indicator of goodwill and also to show value for the money they may have and would invest in the business.

The company demonstrated some strengths through the trading year including the models offered, the free shipment offered, discount offers and good advertising.

The company also experienced some weaknesses in a few of the regions such as the style and quality, retail store and the delivery time. The come back on collateral for calendar year four as 10. 3%. World wide web profit percentage for the year was 10. 5%, the explanation for this is the dividend paid to shareholders through the year. The property turnover for the entire year was 0. 76 as the current percentage for the company was 7. 32%.

Year 5

In yr five the existing ratio for the business was 8. 21% as the operating profit percentage was 25. 7% and net profit percentage was 17%. Within the fifth the business experienced some weaknesses such as low cost price, style and quality and the retail store.

The advantages during year five were free delivery offered, the nice ad made, the delivery time, the discount time offered and the star appeal the business enterprise had. The asset turnover for time five was 0. 72.

Strategic Thinking

a. ) Strategic Analysis

The basis strategy used in the simulation was a differentiation strategy "this seeks to provide products benefits that will vary from those of competitors and this are widely valued by clients" (Johnson et al, 2006) pg 153.

C Seasons offered a good quality product and started out with a slightly lower price for an excellent product that it was producing.

C Months used the PESTEL framework to analyse its external environment. "The PESTEL platform categorises environmental influences into six main types; politics, economical, social, technical, environmental, and legal factors" Johnson et al (2006) pg 25.

The goals was to attain competitive edge by offering better product or services at a reasonable price or enhancing margins slightly higher. Although, Periods product may be equivalent, but possible to identify based on the following

  • Quality product
  • Reasonable price
  • Global brand
  • Broad market
  • Unique value
  • Niche market

Product differentiation is another strategy for gaining market foothold, and also to be successful, product differentiation must be valued by focus on customers. It must be guarded by products, make duplication by rivals difficult or impossible

Today, most successful and powerful companies grew out of business model that were beautiful, persuasive in their logic and powerful in financial potential as some variant of the value string that support business.

b. ) Mission And Vision

"A objective is a general expression of the overall purpose of the company, which, ultimately, is based on the values and anticipations of major stakeholders and concerned with the opportunity and limitations of the company" Johnson, et al (2006) pg 9.

"A vision may also be described as desired future of the company. It really is an aspiration around which a strategist might seek to target the interest and energies of people of the organisation" Johnson, et al (2006) pg 9.

Therefore, the quest of C Times will be to become 'the major player in the market' and the eyesight is 'to produce the best footwear that are worn and cherished around the world by both children and adult. '

External Environment

External environment examines opportunities and dangers that exit in the surroundings. Both opportunities and hazards exist separately of the firm (Adkins, March 2008). See appendices.

Internal Environment

The internal environments are the ones that the business can setup strategies for and ensure that the decisions will be the right one for the company. See appendices.

Value Chain

Value chain research also shows the mechanisms by which growing countries and their types of procedures have upgraded their activities and associated with producers and consumers in the global market, or can do so in the future in a fashion that can lead to a sustainable income development. The results of the type of research should indicate the way to policy problems confronting the private and public agents working in or promoting the chain (Kaplinsky, 2000).

The VRIO platform was the building blocks for internal analysis in order to lead to ecological competitive edge a learning resource or capacity should be valuable, exceptional, imitable and organised.

Decision Making And Personal Learning

C Seasons decided not to take a bank loan in the first yr of business, the reason for this was to see if the company could support itself with out a loan or overdraft. By the end of time one the business had a total sales of $267, 140m with a net earnings of $37, 666m. In yr four the business decided to concern dividends to shareholders, a $0. 50 was to be aid to each shareholders per the amount of shares they carry. The explanation for the dividend been paid to shareholders was consequently of upsurge in the firms market talk about and revenue.

The reason the net income in calendar year four was low was consequently of the exchange rate at the time which travelled up to $21, 764m compared to $6, 756m in calendar year three. The business had problems with its style and quality through the first two years of business and could actually sort out it out by year three.

In order to generate net income on our investment, we agreed upon a celebrity to endorse our product and also wear the shoes during shows and also located some adversitment on Television set and billboards. We attempted to make a new notion with good features in order to meet customer's aspiration at this period our organization started making sales.

In all, this exercise have revealed me to know how business can be carried out in true to life and make necessary proper decision that will make the business enterprise more viable to use. These also allowed me to have an in depth knowledge of business practice and potential to truly have a longterm eyesight and generate positive customer and shareholder expectation. I was also in a position to learn how to use the accounting ratios in determining for businesses.

Conclusion

To gain profits on return, proper decisions must be produced relative to the set targets, the report focused on developing strategic decisions which helped in assessing the simulation to a real life business. A significant skill derived will monitor numerical information and analysing these statistics to be able to forecast the near future and successfully survive available.

The various experienced gained through the reason behind the simulation game and contrast of other group lead to enhance the firm's decision making were utilised this included taking chances to ensure that the firm performance in the market is high. Graphs and financial ratios were analysed during the simulation exercise to complete the duties, this helped your choice making process. Making use of resources and information that's available.

Recommendations

C Conditions is clearly the top of its industry, but no enterprise is invulnerable. Season's has several strategies of improvement. If they want to continue to build after their lead and keep maintaining their status in the industry, they have to take a hard take a look at their mission and specify it in SMART terms. The ability to reach a few of their aim for customers in that fashion could be a huge marketing gain.

Season's reputation could be more positive and if they can gain back customers lost due to negative promotion. People already connect Season's with quality retail products. It might be even better to feel good about buying their product rather than feel as if people are being exploited each and every time they buy a Season's product.

Appendices

The Conclusion of Internal and Exterior Analysis

Swot

The SWOT summarizes the main element issues from business environment and the strategies potential useful as a basis against which to generate strategic options and determine future classes of option(Harvard Business Essentials, 2005). Its helps to generate tactical alternatives from a situation evaluation, and can be suitable to either commercial level or business unit level and do appears in marketing plans

The inner and exterior situation research can produce a sizable amount of information, much of which may not be highly relevant. The SWOT research classifies the internal aspects of the company as advantages or weaknesses and the exterior situational factors as opportunities or hazards. The following diagram shows what sort of SWOT analysis fits into a strategic situation examination.

SWOT Profile

The interior and exterior situation analysis can produce a huge amount of information, a lot of which might not exactly be highly relevant. The SWOT evaluation classifies the internal aspects of the company as talents or weaknesses and the external situational factors as opportunities or threats.

In brief summary, the relationship of the internal and external analysis will lead to SWOT important. e. g, the strengths can be leveraged to go after opportunities and also to avoid dangers, and professionals can be alerted to weaknesses that might need to be overcome in order to successfully follow opportunities.

Strengths

In a SWOT evaluation, the capabilities that enable Periods company to perform wellcapabilities that needs to be leveraged. The business has released many progressive products presenting it a competitive advantage. Its global reach provides it an chance to tap growing global sneakers market. The business's consistent improvements have allowed it to remain competitive and keep maintaining market share

Weaknesses

In a SWOT evaluation, the characteristics that prohibit Times company or device from doing well and need to be dealt with. The season's company comes behind in brand consciousness in comparison to its competition because of missing celebrity endorsements. The company faces extreme competition from global players such as other competition.

Opportunities

In SWOT analysis, the trends, forces, happenings, and ideas that Seasons company or product can capitalize on. The global footwear market has shown positive growth in recent years. The North Americas and European union markets are anticipated to increase at CAGR of 4. 3% and 3. 2%, respectively, to attain beliefs of $93. 2 billion and $60 billion this year 2010.

The Asia Pacific region is defined to expand more firmly in the 20052010 period, saving a CAGR of 4. 7%. a good view for the global shoes or boots market would boost the revenue growth of the company.

Threats

In a SWOT evaluation, the possible occasions or makes that Times company or unit must plan for or mitigate. The main materials found in manufacturing sneakers products are natural and fabricated rubber, plastic compounds, foam cushioning materials, nylon, leather, canvas, and polyurethane videos used.

As a result of rising oil prices, the prices of synthetic plastic and plastic structured products has increased. Increasing oil prices will further improve the prices for petroleum based mostly products. Increasing raw materials costs would increase the company's development costs and may affect its success.

SWOT Research Limitations

The classification of some factors as advantages or weaknesses, or as opportunities or threats was relatively arbitrary. For instance, a particular company culture can be either power or a weakness. A technological change can be considered a either a threat or opportunity. But, the most crucial was that firm's awareness of them and its development of a strategic plan to utilize them to its advantages.

Competitive Environment

The leads for longterm industry vast growth in boots sales are great. Athletic shoes have grown to be the footwear of preference for children and teenagers, aside from dressy events. Increased adult concerns regarding physical fitness are improving adult buys for use in exercise and outdoor recreation.

Distribution Channels

The ultimate customers for athletic shoes, of course, will be the people who wear the shoes. But athletic shoes manufacturers have all refrained from integrating ahead into retailing and making direct sales to the final individual. Customer demand for athletic shoes is diverse in conditions of price, quality, and types of models. You will find customers who are content with no frills budgetpriced shoes and there are customers who are very inclined to pay superior charges for topoftheline quality, multiple features, and popular styling.

Wholesale Advertising Price

The higher your company's general price to sellers, the higher the costs that dealer will ask for customers. Consumers are quite proficient in the costs of different brands, and many do comparability shopping on price before placing upon a brand to get.

The RANGE OF Retail Outlets

Retail outlets are essential in accessing the buyer market. The more retail outlets an organization has having its make of shoes, a lot more market subjection a company has and the easier it is designed for consumers to purchase the brand.

Celebrity Endorsements

Footwear companies can deal with celebrity sports activities number to endorse their boots brand and appearance in company advertisings. Celebrity endorsements, combined with the impressions and perceptions people gain from viewing a company's mass media ads after a while, combine to define how strong a brand image a company looks forward to in the brains of athletic sneakers buyers.

Customer Rebates

Manufacturers who give rebates provide vendors with rebate coupons to give buyers during purchase. To obtain the rebate a person must fill out the coupon and mail it to the manufacturer's circulation warehouse, along with the receipt of purchase.

The VRIO framework was used to evaluate how able Seasons

Value

A source of information is valuable if it helps the company to meet an exterior menace or exploit a chance. If a learning resource helps to create any one of these four things then its valuable

Quality Service

Seasons provide a quality service, and the nice does what's created for remarkably well.

Innovation

Process invention can influence efficiency somewhat than having a direct effect, because the company can have at least short-term monopoly on new product.

Rare

Season's brand is valuable but almost all of its competitors, also have widely recognised brand names as well, so that it is not that uncommon. The Seasonl's brand may be most recognized, but helps it be more valuable not more rare.

Uniqueness

It's a primary locations, design, and intellectual property.

Inimitability

The inimitable source are often consequence of historical, ambiguous or public complex triggers. Intangible resources or capabilities like corporate and business culture or reputation are very hard to imitate therefore inimitable e. g Months marketing strategy brings about distribution, partnership programme causes customer relationship management.

Organised

A learning resource is organised if the organization was able to actualise it. If examination does turn up a valuable, unusual and imitable resource that Season's had not been taking advantage of, then referrals.

Porters Five Forces

"The substance of formulating competitive strategy", creates scholar porter "was relating a corporation to its environment. Every company's environment includes with customers, competitors, suppliers and regulators etc, and has effect on its profit probable (Harvard Business Essentials, 2005).

Both current and potential customer, each requirements for product quality, features and power. Changes in the external environment may be related to rivals, suppliers, lovers, customers, sociochanges, economical environment etc.

The external research was use to verify opportunities and risks which do exists in the environment, and both opportunities and danger exists independently of the organization. The opportunities were favourable conditions in the surroundings, which produce the results for an company if decided. But, the threats were conditions or obstacles that may prevent the firms from getting its aims.

Power Of Buyers

The bargaining vitality of buyers was very high, as Seasons continue to market their products and differentiate their brands against competition, in order to increase sales and market show. With the use of internet marketing, helps the company to improve accessibility and intimacy among users. It can help the brand entity takes on its role in purchasing behavior, strong identity will gives customers trusts and loyalty. A number of the online customers are sensitive to price and turning cost for the buyer was low.

Power Of Suppliers

The threats of bargaining power of Suppliers was suprisingly low, many suppliers in this industry, little differentiation among suppliers and helps it be nonexistence. The suppliers dependent on the firm in order to make it through can switch between suppliers quickly and cheaply due to geographical locations, cheap labours on various regions.

In this industry, recycleables were abundantly present (Leather, rubber, organic cotton) etc, can help the times of year to standardise their type procedure especially to materials used, labours, suppliers, services and logistics in a few of the locations.

Threats Of Substitutes

The potential buyers' propensity to replace was very low. Consumers are not likely to substitute due to the performance specs of the merchandise. e. g, a field hockey player would not wear boots to experiment with golf ball. Therefore, there are no real substitutes for athletic footwear. Consumer substitutes for athletic sneakers products are low because there are little alternatives to switch, some substitutes for athlete shoes or boots could be boots, sandals, dress shoes or carry feet.

Barriers To Entry

Threats of access was very low in the sense that, season's can control their costs to maintain performance benefit over emerging opponents in the industry. The capital treatment into site development is high and must be kept up to date frequently with new offers and added features to catch the attention of online shoppers. There are various proprietary product distinctions on the market therefore brand individuality has an immediate competitive advantages.

The online shoes industry is highly abundant with hundreds on online sellers. Switching cost is low for the buyer, and may appear frequently depending on consumer inclination and other factors influencing consumer, and may occur decision, (i. e. price very sensitive consumers). Selling shoes or boots online is highly competitive; however, barriers to enter this ecommerce industry are quite low.

Rivalry Among Existing Competitors

The rivalry among existing competition in the footwear industry was very high. Most individuals in North America have access to high speed internet and online purchasing is just about the new style for the twenty first century. Almost every large company has an internet site, and almost all of these web sites contain digital stores which provide convenience to consumers. Competition is fierce in the footwear industry and the ones who dominate or lead the marketplace do this with high capital expenditures, competitive sales and marketing strategies, and strong brand personality.

Pestle Analysis

Political Analysis

Political environment differ widely between countries and can alter rapidly. Authorities can of course create significant opportunities for organisations. It is important, however, to determine the level of political risk before stepping into a country (Johnson et al, 2009) pg 218. Samples are the politics stability of the united states, tax guidelines, etc.

Economic Analysis

key comparators in deciding access are levels of gross local product and disposable income which help in estimating the actual size of the market. However, companies must be aware of the stability of any country's money which mat affect it's income stream (Johnson et al, 2009) pg 218. Samples inflation rate, interest levels, labour costs, etc.

Social Analysis

Social factor will evidently be important, including the availability of well trained labor force or how big is demographic market sections - old or young - relevant to the strategy (Johnson et al, 2009) pg 218. Samples are income syndication, consumer behavior, living standard.

Legal Analysis

Countries vary generally in their legal routine, determining the scope to which businesses can enforce agreements, protect intellectual property or avoid problem. (Johnson et al, 2009) pg 219.

Another exterior factor that C Seasons encountered was other competitor, this is difficult because we new that other industries would have usage of our details and would see what we were doing and make an effort to concentrate on our business. The advantage our industry possessed was that people spent more on advertising and lowering our delivery time to fourteen days.

Internal Environment

Technology Capabilities

All the industry under the simulation game offers one thing in common and that it we all have been making athletic shoes or boots. We all want to help make the best footwear and so we would ensure that we use the best and incredibly latest technology to create the best shoes for the athlete or for the general public that would put them on.

Distribution

This is the way the footwear is distributed to the wholesalers and private customers. C Seasons was able to reduce delivery time from a month to fourteen days which helped sales.

Purchase Decision

Purchase decision is what will determine the merchandise a customer will purchase or buy, this would in turn mirror in the decision to be produced by the company. In all conditions, before customer makes a decision to get a particular product they would compare prices of the merchandise with the value they desire to enjoy from such product. C Months could enhance the purchase decisions of it's customers by making their footwear a high quality with good styling.

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