Reference no: EM132832636
Client Scenario: Oz Attitude Clothing CompanyBusiness Profile
The Oz Attitude Clothing Company was born in Inkerman St, St Kilda in October 1985. It first started out as a small market stand at the St Kilda Market where Barbara Moore and Wanda Lundy used it as a way to supplement their university costs. It only took a short time before they gained a huge following of regular customers, their customers enjoyed the 'in your face boldness' of their designs and their rebellious attitude that was evident in their clothing.
Their first store opened in 1991, where it struggled to compete against the major clothing retailers like Just Jeans and WestCo. It wasn't until 1996, when one of their most loyal customers became a recognised
tv and film star. As a favour he wore their products on many locally produced tv shows, thus promoting their products. Since then, they have become the preferred brand for many musicians, sporting stars and various other youth personalities. They now have three stores (St Kilda, Hawthorn and one in Mornington), but they have received a lot of interest from customers overseas, mainly from ex-backpackers and tourists from Germany, Spain and now China.
They have had a basic billboard style (here we are) with no ecommerce facilities website for many years. But now they wish to develop a more mature online presence to promote and sell their products to the local market as well as the offshore market. The new website must also be mobile device friendly and be able to be viewable and usable on common mobile phones. The founders still have a hands-on role in running the business but realise that they do not have the skills or the personnel on staff to achieve a professional result.
Company Details
HQ: Oz Attitude Clothing Company
312 Glenferrie Rd, Hawthorn, Victoria
Telephone: (03) 9555 3555, Facsimile: (03) 9555 3556
About Us
From our humble beginnings the Oz Attitude Clothing Company strategy has always been to keep in touch with the needs of regular people to be able to buy stylish good quality clothing at a low price. Our aim is to be able to provide our customers with cutting edge fashion that meets our strict criteria's.
Our products;
1. Must be cutting edge with attitude.
2. Must be functional for everyday wearing
3. Must be made to a high standard and quality
4. Must source our products and resources from local or international sources that have fair and ethical working conditions and meet stringent environmental controls.
At the Oz Attitude Clothing Company we are proud to offer high quality, sustainably-made products. The majority of our products are produced or finished in Australia.
The highlight of our year is the unveiling of the winter and summer collections which we celebrate with a (cat walk style) fashion show at all our shops during 1st week of winter and 1st week of spring. As promoters of local community shopping, the founders do not believe in large shopping centres (malls) and prefer their cloths to be sold in street front stores.
Business Details
3 Stores:
- 312 Glenferrie Rd, Hawthorn - Open 9.00am till 6.00pm Mon-Fri and 9.00am till 4.00pm Sat-
- Sun
- 65 Fitroy St, St Kilda - Open 9.00am till 6.00pm Mon-Fri and 9.00am till 4.00pm Sat-Sun
- 36 Main St, Mornington- Open 9.00am till 6.00pm Mon-Fri and 9.00am till 3.00pm Sat-Sun
Current Personnel
Barbara Moore and Wanda Lundy Age: 43 and 42
- Joint owners and founders of "Oz Attitude Clothing Co"
- Not computer savvy, but can use them if necessary
- No real Internet experience apart from general surfing
Kay Camp - General Manager
- Graduate business student
- Uses computers frequently
- Jacinta Singh - Accounts Manager
- Qualified CPA
- Uses computers frequently
- Limited knowledge of ebusiness
- Gary Soprano - Inventory and Stock Controller
- TAFE graduate -Business Administration and Accounts
- Fluent user of computers, currently studying eBusiness.
Catriona Burns - Store Manager, Hawthorn Karen Galvez - Store Manager, St Kilda Melanie Chan - Store Manager, Mornington
And various casuals employees.
Business analysis for Australian Clothing Industry
Customer identification
Identify the target audience (customer demographics) and value proposition. Using the following analysis methods to conduct an analysis of the chosen business.
- SWOT analysis
- Porter's five forces
This means:
Neither the customer demographics and value proposition need to be extensively detailed or lengthy, but they need to be plausible. Aim to include some references as well.
Keep both the SWOT and Porter's five forces analyses clear and concise. Make sure these link to the scenario and that any hypotheticals are plausible.
The SWOT analysis should capture all the elements relevant to the business and its ability to provide a service to its customers. This will require reading the business case study overview. Include links to external references should be used to help validate the points made, wherever possible.
The Porter's Five Forces is a framework that helps analyse the level of competition within a given industry. Your task is to review the business based on these measures and make a plausible judgement to the level of strength associated with each force. References can be used to also validate points.