Proposal Analysis

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Proposal Analysis Industry Market Competition Barriers to entry may exist in terms of capturing and retaining customers in a highly competitive environment of fashion industry (-) Market size 4.3 million, with high disposable income that spends 5 billion $ on clothes. This market group has a growth rate of 8-10% per year (+) Well established competitors Liz Clairborne, Evan Picone that already capitalise on market and trend(-) Clearly distinguished market leaders (-)Liz Clairborne, Evan Picone Market trends favours varied looks in clothes that can be satisfied by Heather Evans Bridge line. (+) No available statistical data on market segment owned by competitors (-) Suppliers-Distribution, although different possibilities are mentioned there isn’t a solid picture if specific suppliers, manufactures chosen can handle cost, volume required (-). Targeted market group is receptive to new styles and designers(+) No competitive advantage provided. Cannibalization possible for “Bridge” category on clothes industry (-) Product positioning as designer clothing for the formal professional that can expand at a later stage to other markets. (+) Based on the above analysis I would say that Heather Evans opportunity has to face already established competitors in a market that she cannot clearly define her competitive advantage. Besides that there is a need for previous infrastructure referring to working capital, suppliers, and distribution network that according to the data provided she lucks. According to the case I would say that Heather’s effort lacks comprehensive analytical and structured approach to her entrepreneurial venture. More of her efforts are based on personal taste and intuition and not on a predefined action plan. She focuses on issues superficially without analysing in depth important issues (location, finance, viability). She lacks familiarity and network with the industry she tries to enter. She doesn’t seem to have the ability to pursue initial goals set and she usually ends up on accepting available opportunities presented without evaluating future impacts. For example hiring a pattern maker but then she is influenced by a

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