Evaluation of A Business

2135 Words9 Pages
Evaluation of A Business 1.0 Executive Summary Skinclad Ltd is a business-to-business manufacturer of high quality leather, suede and sheepskin men's full-length coats and jackets. The company has been established in the UK leatherwear market for twenty-five years, which in 2000 was valued at approximately £2.5m but has since dwindled due to economic changes. Skinclad sell their garments through Modal Fashions, a fashion retail chain, who have outlets throughout Europe. Since 2001 Modal have reduced their contract quantity to 25% and negotiations have become more difficult, with Skinclad only getting a profit return per garment as low as £1 on certain styles and being forced into two days a week production. Skinclad failed to secure a contract in 2001 to export through an overseas warehouse selling garments to the Scandinavian market. Skinclad are now working at breakeven levels in production and working within a £80,000 bank overdraft. Skinclads lease of premises is also due for renewal at the end of the year. This report aims to aid Skinclad in becoming more marketing orientated and in doing so will: · Review the micro and macro-environmental likely to impact upon Skinclad's in the long term · Identify internal factor's of the company where there maybe problems · Indicate marketing relevant courses of action Figure 1. Structural characteristics of a marketing orientated business, www.tutor2u.net/business/marketing/marketing_orientation_structures.asp, Tutor 2u Ltd 2004, [Accessed 11/05/2004]) In becoming market orientated the firm will have to consider the following: [IMAGE] 2.0 Mark... ... middle of paper ... ...No Author, Structural characteristics of a marketing orientated business, (2004) www.tutor2u.net/business/marketing/marketing_orientation_structures.asp, [Accessed 11/05/2004] Wright R. (2004), Lecture Notes 7.0 Bibliography 1. Hannagan T. (2002), Management Concepts and Practices, FT Prentice Hall 2. Gilbert D. (1999), Retail Marketing Management, FT Prentice Hall 3. Thomas B. & Housden M. (2002), Direct Marketing in Practice, Heinemann 4. CIM (1993), CIM Study Text - Diploma - Marketing Planning and Control, BPP Publishing Ltd 5. Kotler P. et al (1996) Principles of Marketing - The European Edition, Prentice Hall Europe 6. Booth D. (1990), Principles of Strategic Marketing, Tudor Publishing 7. Vassus T. (1996), Strategic Marketing Management, Que
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