Time context: 2009

Point of View: CEO, Sales and Marketing Department

Main Problem: How to boost sales?
Sub-Problems: Legal challenge
IT Failure
Distributors strike
Objectives: Corporate aims
SWOT Analysis:
Strengths: Positive cast generating
Profitable
Reliable HQ suppliers
Short product life cycle
Weakness: heavily focused on ladies fashion
Do not engage in aggressive marketing and advertising
Large no. of supplies
High amount of unsold goods
Opportunity: expansion outside Europe
Threat: increase competition from value retailers
Alternative course of actions:
1. Build its own distribution capabilities instead of outsourcing
Pros: reduce ceecees dependency and increase efficiency, reduce the risk of disruption to
delivery
Cons: time consuming, high start-up cost
2. Employ external agenc
Pros: preventing future system lapses
Cons: additional cost

3. Intensive marketing and advertising
Pros: brand awareness among customers
Cons: additional cost
4. Proposal to close 300 small shops and replace 150 medium sized shops
Pros: achieve cost savings including rentals
Cons: fewer shops operation
5. Sales bonus scheme proposal
Pros: incentivize and motivate shop-based employees
Cons: increase total wage bill
Implementation and rating
ACA #1 4 next
ACA#2 5 simultaneous
ACA#3 -5 simultaneous
ACA#4 5 simultaneous
ACA#5 5 simultaneous