Case Overview

The next day, Charlotte decided to visit

Regina. On her way to Regina's house, she

passed by three shops. She was curious to

go inside all three and interview the

shopkeepers. Her interview yielded the

following information:

The Cocktail Shop is just within the vicinity of

Charlotte's shop. It subcontracts their beading

requirements. They have three designers and

they have five sewing machines. This shop is a

corporation of sisters. They have been in the

business for five years. They aim to produce

cocktail clothes that use special fabric with

intricate and unique embroidery designs and

have very good quality.

The Uniform Shop is a partnership that

is accredited by the schools within their

vicinity. It has ten to twelve sewing

machines. They have been in the

business for ten years. Their goal is to

produce efficiently, making sure that

waste is reduced, production is on time,

and volume is strongly targeted.

The Tailoring Shop is a sole

proprietorship that has been around for

twenty years. They rely on referrals and

walk-ins and serve existing clients. They

make business suits and have two sewing

machines. The owner aims to produce

within capacity but with quality.

When she got to Regina's house, she shared her

interviews with the Cocktail Shop, the Uniform

Shop, and the Tailoring Shop. Regina is happy to

hear about the interviews. Regina wanted to be

reoriented on the reasons for having a design and

dress shop. Charlotte shared that she wanted to

have this business so that she can engage other

mothers who had idle time at home to be

productive and creative. Almost half of her

classmates in the designing and dressmaking class

have this profile.

Charlotte shared her afternoon activities with her

family. Carlos, seeing that his wife is serious about

her plans, suggested that they use their savings to

start this new venture. If needed, they can get a

loan from the bank. They just have to decide

whether to have a sole proprietorship or a

partnership for the business. With this kind of

involvement, he is now thinking of suggesting to

Charlotte that she be tutored in basic bookkeeping

and accounting.

Questions :

1. Give the case facts, what perspective can be used in the situation analysis, traditions or Blue Ocean? Why?

2. Given the case facts, what marketing objectives can you identity for Charlottes

3. Given the case facts, do you think Ansoff's growth matrix is relevant for charlotte? Why?

4. Give the case facts, what do you recommend to be Charlotte's company orientation?

5. Give the case facts and using Ponte's generic strategy, what is the relevant strategy for Charlotte's business? Why do you say so?

6. Given the facts, specify the micro and macro environment factors for Charlottes business.

MICRO	CHARLOTTE'S BUSINESS
Customer
Employee
Competitors
Suppliers
Shareholders
Public
MACRO	CHARLOTTE'S BUSINESS
Political
Economic
Social
Technological
Legal
Environmental