Fredericks of Hollywood Company Analysis
Increasing Sales and Promoting the
Frederick’s of Hollywood’s Brand Image
Prepared by Ellen Fraser
Director of Marketing
Submitted to Carol Davis
CEO, Frederick’s of Hollywood
May 15, 2011
Abstract
The following report discusses Frederick’s of Hollywood’s position in the intimate apparel industry and how it has continually decreased since our main competitor, Victoria’s Secret, entered the market. It will discuss our company’s history leading up to where we are now and what issues we face in our current state. The report will then lay out three potential options our company can implement in order to improve our company and increase our sales and market share.
The three options I have come up with to remedy our current issues are: (1) To increase our publicity by revolutionizing our advertising strategies, (2) alter our store layouts to promote a more appealing company image, and (3) to bring in new product lines and refocus our merchandise to grow within our industry. This report will go over these options and carefully analyze them to determine the effectiveness of each one. I have evaluated the potential options according to a 4-part criteria. This criteria consists of analyzing the (1) competitive advantage, (2) risk and cost, (3) profitability, and (4) ease of implementation of each option.
After my in depth analysis of these option, I will lay out my recommendation for what the company should do to ensure their best interests are taken care of.
Table of Contents
Abstract
Mission Statement
Company Mission Statement
Report Mission Statement
Executive Summary
Introduction
Company History
Competitors & Industry
Current Issues
Analysis of Options
Criteria
Option 1: Increase advertising
Option 2: Alter store layout
Option 3: Refocus merchandise
Decision Matrix
Recommendation
Implementation Plan
Evaluation
Contingency Plan
Conclusion
References
Appendix A: Informative Memo
Appendix B: Options Memo
Appendix C: Press
Frederick’s of Hollywood’s Brand Image
Prepared by Ellen Fraser
Director of Marketing
Submitted to Carol Davis
CEO, Frederick’s of Hollywood
May 15, 2011
Abstract
The following report discusses Frederick’s of Hollywood’s position in the intimate apparel industry and how it has continually decreased since our main competitor, Victoria’s Secret, entered the market. It will discuss our company’s history leading up to where we are now and what issues we face in our current state. The report will then lay out three potential options our company can implement in order to improve our company and increase our sales and market share.
The three options I have come up with to remedy our current issues are: (1) To increase our publicity by revolutionizing our advertising strategies, (2) alter our store layouts to promote a more appealing company image, and (3) to bring in new product lines and refocus our merchandise to grow within our industry. This report will go over these options and carefully analyze them to determine the effectiveness of each one. I have evaluated the potential options according to a 4-part criteria. This criteria consists of analyzing the (1) competitive advantage, (2) risk and cost, (3) profitability, and (4) ease of implementation of each option.
After my in depth analysis of these option, I will lay out my recommendation for what the company should do to ensure their best interests are taken care of.
Table of Contents
Abstract
Mission Statement
Company Mission Statement
Report Mission Statement
Executive Summary
Introduction
Company History
Competitors & Industry
Current Issues
Analysis of Options
Criteria
Option 1: Increase advertising
Option 2: Alter store layout
Option 3: Refocus merchandise
Decision Matrix
Recommendation
Implementation Plan
Evaluation
Contingency Plan
Conclusion
References
Appendix A: Informative Memo
Appendix B: Options Memo
Appendix C: Press
References: * Franco, M. D. (2004, March 1). Frederick 's of Hollywood Redux. JCI Worldwide Inc. - Public Relations. Retrieved March 9, 2011, from http://www.jcipr.com/Fredericks_of_Hollywood_Redux_catalog_age.aspx * Frederick 's of Hollywood, Inc * Investor Relations. (n.d.). Frederick 's of Hollywood Group Inc.. Retrieved March 9, 2011, from http://www.fohgroup.com/investment.asp (Form 10-K; Annual Report; Fiscal Year 2010) * The Silky Strategy of Victoria 's Secret Appendix A: Informative Memo DATE: March 6, 2011 Appendix B: Options Memo DATE: March 20, 2011