Senior Project
Intuitive Consultants
Week 8 Final Report
DeVry University
Business 460
February 17, 2012
TABLE OF CONTENTS
Executive Summary 2 SWOT Analysis 2 Marketing Analysis 5 Competitive Analysis 6 Financial 7 Strategic Planning Recommendations 8 Conclusion 10 References 12
Executive Summary In 2006, CanGo began as a very small online retailer of books. The company’s founder and CEO, Liz Bennet, saw the internet as a great opportunity, and in her small apartment, she seized the moment. Ms. Bennet soon hired Warren Fox to assist in growing the company, and it was not long until the company began to expand. CanGo tapped into new markets, and now offers a wide selection of CDs, DVDs, and MP3s, as well as books. In just a few short years, CanGo experienced significant growth and became a multi-million dollar company. In one year, the company increased net sales revenue by forty million dollars. Due to her rapid success, Ms. Bennet was recently honored as the Regent’s Business Leader of the Year, by the Hudson Valley Business Association (DeVry University, 2002). She understands the importance of CanGo’s employees, and knows motivation is the key to helping them grow and develop, which ensures success for the company, as a whole. CanGo has set short-term objectives and is looking to expand into new markets, again. The company has defined its target market which includes Gen X and Gen Y groups, and offers products appealing to this demographic (CanGo, 2012). The company has entered the online gaming market, by purchasing Webjouster, an online gaming company (CanGo, 2010). Once more, Ms. Bennet saw a great opportunity for success, and capitalized on it.
SWOT Analysis
Opportunity
* Technology * Cross-over to Baby Boomers * Market Share
Opportunity * Technology * Cross-over to Baby Boomers * Market Share
Strengths CanGo is a relatively new yet well-established company, which has had great success.
Week 8 Final Report
DeVry University
Business 460
February 17, 2012
TABLE OF CONTENTS
Executive Summary 2 SWOT Analysis 2 Marketing Analysis 5 Competitive Analysis 6 Financial 7 Strategic Planning Recommendations 8 Conclusion 10 References 12
Executive Summary In 2006, CanGo began as a very small online retailer of books. The company’s founder and CEO, Liz Bennet, saw the internet as a great opportunity, and in her small apartment, she seized the moment. Ms. Bennet soon hired Warren Fox to assist in growing the company, and it was not long until the company began to expand. CanGo tapped into new markets, and now offers a wide selection of CDs, DVDs, and MP3s, as well as books. In just a few short years, CanGo experienced significant growth and became a multi-million dollar company. In one year, the company increased net sales revenue by forty million dollars. Due to her rapid success, Ms. Bennet was recently honored as the Regent’s Business Leader of the Year, by the Hudson Valley Business Association (DeVry University, 2002). She understands the importance of CanGo’s employees, and knows motivation is the key to helping them grow and develop, which ensures success for the company, as a whole. CanGo has set short-term objectives and is looking to expand into new markets, again. The company has defined its target market which includes Gen X and Gen Y groups, and offers products appealing to this demographic (CanGo, 2012). The company has entered the online gaming market, by purchasing Webjouster, an online gaming company (CanGo, 2010). Once more, Ms. Bennet saw a great opportunity for success, and capitalized on it.
SWOT Analysis
Opportunity
* Technology * Cross-over to Baby Boomers * Market Share
Opportunity * Technology * Cross-over to Baby Boomers * Market Share
Strengths CanGo is a relatively new yet well-established company, which has had great success.
References: Argenti, P. (2009). Corporate Communication (5th edition.). San Francisco: McGraw-Hill. CanGo. (2010, August 30). Intranet: In the news. Retrieved January 16, 2012, from CanGo, Inc.: http://vizedhtmlcontent.next.ecollege.com/ec/Courses/13775/CRS-DVUO- 2148869/Flash/BUSN460/CanGo_Intranet/htm/inthenews.html CanGo DeVry University. (2002). Mastering Strategy. Video One Transcript (p. 2). Prentice-Hall, Inc. Entertainment Software Association. (2011). Essential facts about the computer and video game industry. Retrieved February 13, 2012, from 2011 Sales Demographic and Usage Data: http://www.theesa.com/facts/pdfs/ESA_EF_2011.pdf Hrebiniak, L United States Census Bureau. (2007). North American Classification System. Retrieved February 7, 2012, from U.S. Census Bureaa: http://www.census.gov/econ/census02/naics/sector44/454111.htm Vertical Web Media. (2011). Trends & Data. Retrieved February 8, 2012, from Internet Retailer: http://www.internetretailer.com/trends/sales/# Vertical Web Media Woroch, A. (2011, June 8). Five Online Retail Trends Shaping the Way Americans Shop & Save. Retrieved February 8, 2012, from Fashionably Marketing Me: http://fashionablymarketing.me/2011/06/online-retail-trends-american-consumer Wright, W