...经理人衬衫有限公司 经理人衬衫公司（缩写为 ESC）出产几个著名商标的男士正装衬衣，以高质量和有竞 争力的价格在服装业取得了良好的声誉。 由于公司最近的销量出现了下滑， 总经理德怀特· 克 里尔决定将公司的产品线扩展至客户定制的正装衬衣市场， 他认为这是一个有很大机会的市 场。定制衬衣目前拥有较高的溢价，同等质量和相同样式的定制衬衣，比现货衬衣至少贵 75%。另外，消费者通常需要等待 6 周或更长时间来等待定制衬衣的交货。克里尔认为很多 现在购买现货衬衣的人其实很愿意购买定制衬衣， 但高昂的价格和漫长的等待把他们挡在了 门外。同时，有些由 ESC 供应的零售商也对 ESC 进入定制衬衣市场表现出热情，于是克里 尔决定启动一条生产中档价格定制衬衣的生产线，目标是在客户下订单之后的 10 个工作日 之内能够交货。克里尔希望相比标准化生产的衬衣，ESC 的定制衬衣能获得 10 美元的批发 溢价和 20 美元的零售溢价。这一计划的实现并不遥远：定制的李维斯女式牛仔裤 2 周之内 就可以交货，在零售市场仅比常规牛仔裤贵 10 美元。 ESC 的生产设施 ESC 目前的生产流程是针对大批量生产设计的，它要求衬衣种类不多且需求稳定。它出 产一些基本类型和颜色的衬衣，比如该公司超过 80%销量来自白色和蓝色的衬衣。在 ESC 密 西西比州波奎特市的工厂里，衬衣生产采用传统的按批次生产流程。 波奎特的车间被分成若干个工作区，各个工作区对应不同的裁剪和缝韧操作（见附件 1 1） 。衬衣的板型 是在电脑控制的切割机上剪切而成的，该切割机最多可以一次剪切 60 层 布料（一种或多种颜色） 。工厂现在的做法是摆好 60 层布料再一起剪切。准备工作是很费人 工的——在剪切台上小心地铺好一层布料需要大概 1.5 分钟（60 层就需要 90 分钟） 。每块 布料的可以分布 8 件衬衣的板型（见附件 2） 。因此，针对每一种板型布局，可以同时剪切 60 件同样类型相同尺寸的衬衣。布料全部铺好之后，需要平均 30 分钟来剪切并移开 8 个板 型的所有布片。 不管所剪切多少层布料， 剪切的时间是不变的。 在铺开和剪切布料的过程中， 4 名机器操作工全都在干活。 剪切之后，生产 60 件同样衬衣所需的布片被归为一批。每一批被送去缝制，在成衣被 检查、熨烫和包装之前，需经过 12 道工序（见附件 3） 。所有的缝制工序都使用类似的缝纫 机。带轮子的料箱由 4 名材料员从一道工序移至下一道工序，每个料箱里有 60 件衬衣（或 60 件衬衣的布片） 。平均而言，包括正在处理的衬衣，每个工人（不包括剪切工序）手头都 2 有 3 批衬衣。一共有 64 名直接工人（进行从剪切到包装的所有操作）每天工作 8 小时 ，每 周 5 天，每月 20 天。4 名材料员和 64 名直接工人，常规工作时间工资为每小时 6 美元（不 包括津贴） ，加班工资为每小时 9 美元，实际上加班的情况很少（见附件 4，标准尺寸衬衣 的成本结构） 。 规划定制衬衣生产线 克里尔知道引入定制衬衣生产线需要对目前的生产流程进行一些改动。 第一步， 克里尔 订购了一台新的“少层”激光切割机。这台新机器更小一些：每次只能剪切一个衬衣板型， 并且一次最多切 5 层布料。但是，它非常快：整个铺开和剪切布料的过程仅需 2.5 分钟。相 对于每次剪切 8 个板型，每次只剪切一个板型将造成更高的废料率——克里尔预计定制衬 衣的材料成本会比标准衬衣高出大约...
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...Submitted To - Submitted By : Prof. NIHIT JAISWAL LALIT ASNANI MBA 3rd Sem. PHASE 1 Contents:- • Business and Company • Promoters • Vision and Mission • Product mix • Mergers, acquisions, take overs and alliances • Top management • Locations • Touch points Business and Company Archies Limited (BSE: 532212|NSE: ARCHIES) (earlier called Archies Greetings and Gifts Ltd.) is an Indian company based in New Delhi. It was started in 1979 by Anil Moolchandani. Initially it sold song books, posters and leather patches. The company's main product, greeting cards, was introduced in 1980. Cards were introduced for major Indian festivals such as Holi, Diwali and Rakhi, apart from the usual new year, birthday and anniversary occasions. The company went public in 1995. In 1998, it was listed on the National Stock Exchange of India and Bombay Stock Exchange. Archies Limited is in the business of manufacturing and selling greeting cards and other social expression products such as gifts and posters. Archies has a market share of about 50% of India's greeting cards market. Promoters |Citibank N A ...
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...Executive Summary By: TGM 546: Industrial Regional Analysis Xiaomi, Inc: The Rise of a Chinese Indigenous Competitor The document provides an in depth report on Xiaomi Inc, a multinational corporation based in Beijing, China. Xiaomi is a privately owned Chinese electronics company founded by Lei Jun and several partners in 2010, and which has now grown to be the world’s third largest smartphone distributor. Xiaomi exploded on to the mobile phone scene while Apple Inc. and Samsung were battling for dominance in the Chinese market. When the company was founded its main objection was to develop and sell software for mobile devices using the Android operating system, since then the company has evolved into what it is today in a steady running behind Apple and Samsung. Xiaomi’s imitation of Apple Inc Xiaomi has been dubbed the Apple Inc. of China and rightfully so not only does the mimic Apple from the corporation aspect but its founder is inspired by the Apple founder Steve Jobs. Lei, Xiaomi's Founder, Chairman and CEO has often been referred to as the Steve Jobs of China and even fashions himself after the late founder. His attire is the simple black shirts and blue jeans emulating Jobs, who he has admired since his college days. Also like Jobs, he has been called a shameless self-promoter and supreme marketer--characteristics that are thought to partially explain his company's success in China. Another example of Xiaomi modeling itself after Apple is the MIUI firmware...
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...Well... APPLE DOESN’T HAVE SOME special place where their marketing secrets are kept, unless of course you count their charismatic CEO’s brain. The five secrets I offer here are careful deductions, empirical results and the product of my career as an engineer, sales rep, product manager, marketing executive, parent, son and avid consumer (although not necessarily in that order.) These secrets are super condensed learnings from my nearly decade-long tenure at Apple about how and why people spring to action. Since that time, I’ve uncovered many ways that can enable any company to tap into people’s innate desire to share their passion for products and help create “lift” the irresistible force of millions of customers selling your product for you. Just as Apple has harnessed this power more than any company in history now you can too. So even though these really aren’t Apple’s secrets these just may be even better. Here are my proven ideas to help you market like Apple and improve your business and your reputation at the same time. All I ask is that you share this eBook with everyone and please come to MarketingApple.com to share your thoughts, ideas and comments to improve on our collective ‘secrets’. OF COURSE THE REAL SECRET is there are more than just five secrets. But you’ll have to visit my website - or hire me to learn the rest. Enjoy. Copyright holder is licensing this eBook under the Creative Commons License, Attribution 3.0 http://creativecommons.org/licenses/by/3...
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...To: Professor Mark Swain From: Ariel Lasher Date: April 5, 2014 Subject: Marketing (BUS141B) Table of Contents Executive Summary 2 Introduction 2 Answer Questions/Assignment/Analysis 2 Conclusions and Recommendations 3 References 3 Executive Summary Philadelphia Phillies Inc. is a privately owned business that serves the public with the sport of baseball. David Montgomery is the chief executive officer (CEO) of the company, David Buck is the Phillies’s vice president of marketing, and Bonnie Clark is the vice president of communications. As part of the marketing strategy, the Phillies moved into the Citizens Bank Park in 2004 and Montgomery said, “Bring everyone in closer… Our challenge is to appeal to all segments in that audience.” The reason for marketing in this company is because the fans cannot be promised a win every game. There are several different types of fans, so the marketing team must find a way to make each and every fan feel welcome and comfortable, and to enjoy the entertainment that baseball provides. The Phillies also hosts charity fundraisers for several organizations. Introduction The Phillies family - from the players, coaches and their wives to the alumni, Ballgirls and front office staff - take great pride in giving back to the community. The entire Phillies organization teams up annually to host a variety of special events and fundraisers, prepare and serve holiday dinners to feed the homeless, clothing drives...
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...Aeropostale Inc. Company Analysis: Overview, History and Current Structure Davenport University Aeropostale Inc. Company Analysis: Overview, History and Current Structure Aeropostale Incorporated is a “mall-based” retail store chain that caters to 14 to 17 year old young women and men who are interested in “casual apparel and accessories (Aeropostale Inc. Corporate, n.d.). According to Aeropostale website, a Privacy Policy with Canada, states that Aeropostale Inc. has a subsidiary called “P.S. from Aeropostale” that caters to the 7-12 year olds (Aeropostale Inc., 2012, April). Mergent Online disclosed that Aeropostale Inc. “sells a range of apparel, including graphic t-shirts, tops, bottoms, sweaters, jeans, outerwear and accessories” (Mergent, 2012). Mergent’s Online Business Summary of Aeropostale Inc., reports that, “as of Jan 29 2011, [Aeropostale Inc.] Co. operated 965 Aeropostale stores, consisting of 906 stores in 49 states and Puerto Rico, 59 stores in Canada, as well as 47 P.S. from Aeropostale stores in 13 states (Mergent, 2012). Aeropostale was started for Macy’s department store under a private label in 1982 (Shop Aeropostale, n.d.). The name Aeropostale, according to Aeropostale corporate website, dates back to the 1920’s: “Compagnie Generale Aéropostale, a pioneer airmail company, was the first ever to fly between France, South Africa, and South America”, this is who the beginning...
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...student working in the accounting department at Crystal Enterprises Inc. and have been asked to help with the year-end tax provision. You have gone through the detailed accounts that make up the company’s income statement and have made a list of items for which you have questions. When you took them to your boss, he asked you to determine whether the accounting treatment and the tax treatment are the same, and, if they are not, what they should do. (1) The company made charitable donations of $15,000 in the year. (2) While looking at the accounts receivable you noticed that they had set up an allowance for doubtful accounts for $120,000, calculated, based on their past history, as 60% of the accounts receivable that have been outstanding more than 60 days. (3) You also noticed that they wrote off bad debts of $15,000 during the year. (4) They included in revenue $10,000 received from a customer for goods to be delivered about two months after the year end. This is not a material amount so no adjustment was made at year end to account for this as deferred revenue. (5) You noticed that the professional fees showed legal and accounting fees of $25,000 related to the re-financing of the company’s long-term debt. (6) In miscellaneous expenses you saw that some application software of $12,000 was expensed, as was $30,000 for landscaping the grounds around their office building. (7) The company expensed a total of $55,000 on meals and entertainment, including...
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...Kevin Plank, the Chief Executive Officer and President of Under Armour (UA), is an entrepreneurial hero that was recently added to the Forbes 400 list. He is also seen on other lists such as Forbes 40 under 40 and America’s 20 most Powerful CEOs 40 and Under. The youngest of five brothers, Plank always had the entrepreneurial spirit and a competitive drive to win. He started shoveling snow at the age of ten and held several jobs throughout his school days. He even had a small annual business, Cupid’s Valentine, which sold roses for Valentine’s Day. Plank says he put away $17,000 from the rose business, which was used as the start-up money for UA. Plank played football for Maryland, and as recalled by his teammates, he wasn’t the “biggest guy” or the “fastest guy,” but the one who “worked harder than anyone.” What he learned over the years on the football field is still used by him and has helped make him one of the most successful entrepreneurs today. In all the stories about Planks childhood, schooling, athletic, and professional careers, he is described as an outgoing, people person. On the Big Five Personality Trait chart, he would be high on extraversion, agreeableness, conscientiousness and openness to experience. He always wanted to win, was good at motivating his teammates, he got along well with everyone and he was original and daring to take a risk and start up his own business. His internal locus of control probably contributed to him starting his own sports apparel...
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...tasks. I ended up researching the history of the company and summarized it. This helped me to write the executive summary and the current situation sections. Then I examined the specific market that our company targets and used what I found to write the target market section. I also looked at the strengths, weaknesses, opportunities, and threats facing the company. Those I then translated into internal and external opportunities and presented with bullet points. Using the information I gathered along with the work done by Cheyann, we decided on the marketing objectives we were going to try. I went on to summarize these objectives and the plans that went along with them. I also wrote out our action plan that we would implement to meet those objectives. I do not really remember or even know what it was that Cheyann did. However, I know that she did a lot of work, and then she did even more over the thanksgiving break. Therefore, I estimate that she completed 55 to 60 percent of the work, leaving me to complete the rest. -Brian November 27, 2012 Cheyann Wittmann Marketing Plan Letter Buiness 243 The marketing plan has been a very interesting experience this semester. Brian and I never had any trouble getting together and working on the project because we had the same schedule. I believe we did a very good job dividing up the work between us. For the second part of the executive summary, I provided the information for the product...
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...University Mainyang Middle School | Alma mater | Wuhan University (B.Eng.)[1] | Occupation | Founder, Chairman and CEO ofXiaomi Tech[2] Executive Director of Kingsoft Chairman of UCWeb Inc. Founder of Amazon China Chairman of YY.com[3] Chairman of Great Wall Club | Known for | Founding Xiaomi Tech | Net worth | US$ 4.7 billion (August 2014) | Title | Founder, Chairman and CEO ofXiaomi Tech | Children | 2 | Chinese entrepreneur, who is known for founding Xiaomi Tech, one of the chinese largest technology company. Lei Jun being describe by Forbes Magazine as China Steve’s Jobs. Have much common with late Apple Icon. Lei, just like a young Steve Jobs, is the head of growing technology company, Xiaomi. Lei also favors the simple stylings of Jobs, preferring the black shirt and jeans combo that was once standard attire for the former Apple CEO (though he was known for his black turtleneck). Lei Jun was born on 16 December 1969 in Xiantao, Hubei, China. In 1987, Lei graduated from Mianyang Middle School and began attending Wuhan University, where he holds a Bachelor of Science in Engineering. On 20 December 2007, for "health reasons", Lei resigned as President and CEO of Kingsoft. On 16 December 2008, Lei became a Chairman of UCWeb. On 6 April 2010, Lei Jun founded Xiaomi Tech.[9] On 29 August 2011, Lei became an Executive Director of Kingsoft.[10] On 18 August 2014, Xiaomi CEO Lei Jun completed the ALS Ice Bucket Challenge after nominated by investor Yuri Milner...
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...Cited…………………………………………………………………………P.17 Conclusion………………………………………………………………………….P.18 Worked Cited………………………………………………………………………P.19 Brief History One of the biggest name in American sports clothing and accessories is Under Armour. This company focuses on providing hi-tech sportswear for professional athletes, but they also have a large range of sportswear and casual apparel for others. Kevin Plank founder and CEO of Under Armour, he first carne up with the ideas for Under Armour in 1995. Plank was the special teams' captain on the University of Maryland football team. He noticed after every game him and his teammate cotton T-shirt were heavily soaked in sweat. He told himself "there has to be something better". He also noticed that his synthetic fabric short in wore in practice stay dry. After graduation from Maryland, Plank set out to corne with a product that sports have never seen before. On a trip to New York City famous garment district for fabric samples, Plank create is first prototype. The first prototype he created was given to old teammates at Maryland and friends who now plays in the NFL. The feedbacks that he received, prompt he to create a better product. He went back to work and quickly carne up with a revolutionary new T-shirt made from microfibers that wicked moisture and kept athlete cool, dry, and light. Soon after...
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...of business, and thus making them even more of a perpetrator in some cases. These type of workers do work long hours and most of the time it is because they are committing the fraud or trying to hide it. They work long hours and never take vacation but they are most likely working on the constant struggle to conceal their fraud. How does he differ? Miller differed from the profile of the average fraud perpetrator because he assured the companies he did fraud with in the beginning and took fault for his actions. Miller also said he would pay back the money he had stolen. The company gave Miller a chance and he did make good on his promise. The down side is that he may be frauding other companies to pay back the first company his frauded. How did these characteristics make him difficult to detect? These characteristics made it difficult to detect Miller because his white collar criminal image was so identical to that of the general public, and he was trusted and liked by all of his employers. Since he works inside the company, he is aware of the company’s system and weakness. And with this, he managed to exploit it to his advantage without the risk of easy detection. These, coupled with Mr. Miller being a very likeable person proved to make his transgressions very hard for his employers to detect. 2. Discuss how Miller accomplished the three elements of the opportunity triangle (commit, conceal, convert) in embezzling funds from Associated Communications. What...
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...American Eagle Outfitters, Inc.: Retail Store Analysis Company Overview: American Eagle Outfitters, Inc., a billion dollar corporation, is ranked as one of the largest retail chains in America. With their central corporate headquarters in Pittsburg, Pennsylvania, and two other corporate facilities located in New York City and Tokyo, Japan, American Eagle, Inc. operates numerous mainline stores, factory stores, franchised stores, and distribution centers across the country and the globe. Company History: In 1977, the Silverman brothers, Jerry and Mark, who owned and operated Silverman’s Menswear, a Retail Ventures, Inc. company, founded American Eagle Outfitters. Opening the first store in Novi, Minnesota, the Silverman brothers were hoping to diversify their menswear line. Several stores were opened up and a catalog was created. American Eagle Outfitters continued to grow into 1990, when a leadership change to Jacob Price led to the introduction of casual, private-label merchandise for men and women. In 1994, American Eagle Outfitters became part of the NASDAQ stock exchange, which enabled the opening of 90 stores the following year. New executives came aboard in 1996 and decided to alter the target demographics of the target market and reach more women, as well as focus on those 18-32 years of age. Shortly after, American Eagle expanded to e-commerce with ae.com. By 2000, American Eagle operated 500 stores and revenues for the company quintupled to $1 billion. The Canadian...
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...received a $50,000 loan to start his men's tie line. The original RL cooperation was launched in 1967 as a men's tie company which he sold out of a draw in the Beau Brummell showroom in the Empire State building. In 1967 Neiman Marcus and Bloomingdale’s started to buy his ties to sell in there department stores where he was able to make $500,000 in sales his first year. By 1969 he opens a boutique in the Bloomingdales department store. 1 In 1971 Ralph Lauren launched his first women's collection of apparel inspired by designing clothes for his wife he called this collection Polo by Ralph Lauren. Later that year he opened his first store in Beverly Hills, California. He released a women suit line where he first introduced the polo logo which he placed on the cuff of the suits. The logo consists of an outline of a polo player sitting on top of a horse which is now recognized all over the world. Shortly after he released his famous short sleeve polo shirt with the logo on the upper left in 1972 in 24 colors (some of the colors can be seen below in image1). Ralph Lauren never played polo but he believed “clothes could transform the wearer via styles and illusion.”2 The company went international starting off in the European market in 1981 with the opening of a store on New Bond Street in the West End of London, England. Image1- The classic Ralph Lauren Polo shirt Ralph Lauren gained further fame after he was...
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...IN-COMPANY TRAINING REPORT ON MARKETING STRATEGY OF TOMMY HILFIGER COMPLETED IN TOMMY HILFIGER LTD SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF BACHELOR OF BUSINESS ADMINISTRATION (BBA) GURU JAMBHESHWAR UNIVERSITY OF SCIENCE & TECHNOLOGY, HISAR TRAINING SUPERVISOR: SUBMITTED BY: MR. SAUMYA GHOSH MANDEEP SINGH (Senior Marketing Manager) Batch: 2007-2010 Enrollment No.: 07511213132 Session: 2007-2010 RNIS COLLEGE OF MANAGEMENT DIRECTORATE OF DISTANCE EDUCATION GURU JAMBHESHWAR UNIVERSITY OF SCIENCE & TECHNOLOGY, HISAR-125001 PROJECT REPORT ON MARKETING STRATEGY OF TOMMY HILFIGER COMPLETED IN TOMMY HILFIGER LTD SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF BACHELOR OF BUSINESS ADMINISTRATION (BBA) GURU JAMBHESHWAR UNIVERSITY OF SCIENCE & TECHNOLOGY, HISAR TRAINING SUPERVISOR: SUBMITTED BY: MR. SAUMYA GHOSH MANDEEP SINGH (Senior Marketing Manager) Batch: 2007-2010 Enrollment No.: 07511213132 Session: 2007-2010 RNIS COLLEGE OF MANAGEMENT DIRECTORATE OF DISTANCE EDUCATION GURU JAMBHESHWAR UNIVERSITY OF SCIENCE & TECHNOLOGY, HISAR-125001 STUDENT DECLARATION I hereby declare that the Summer Training Report conducted at “Marketing Strategy Of Tommy Hilfiger” submitted in partial fulfillment of the requirement of bachelor of business administration (BBA) RNIS College...
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