Assignment Has two parts report and presentation. report is of 3000 words. All the details has been attached along with the sample assignment from previous students.
TBUS 620 Business Strategy Capstone Project Registered Higher Education Provider TEQSA PRV12059 | CRICOS Code: 02491D Top Education Group Ltd ACN 098 139 176 trading as Australian National Institute of Management and Commerce (IMC) TBUS 620 Business Strategy Capstone Project Sem 3, 2021 Client company: LISCA Client Brief 3 | Australian National Institute of Management and Commerce (IMC) • Swimming suits • Lingerie • Sleepwear • Sports underwear • Activewear for women, men and children Lisca (Slovenia) 4 | Australian National Institute of Management and Commerce (IMC) Lisca was established in 1955 as a sewing workshop, predominantly making ties and shortening pants. By identifying a gap in the market, they decided to move into manufacturing of lingerie. They became a synonym for a good quality brand, while focusing on fashion trends and authentic designs. Lisca 5 | Australian National Institute of Management and Commerce (IMC) ● In 1964 they made their first expansion to a foreign market – Germany. ● In 1969 they launched their first swimwear collection. • Initially focused on manufacturing of lingerie and corsets Product lines 6 | Australian National Institute of Management and Commerce (IMC) • Located in Sevnica, Slovenia (European Union). • ‘Lisca’ and ‘Cheek by Lisca’ are their brands that feature underwear and swimwear collections. • 708 employees – 211 employees are working in their HQ. • Annual revenue: US $ 23.67. • Sales: 2 million pieces per annum. • Distribution network – 30 countries. • 120 flagship stores. • Type of industry (DNB report): • Apparel Knitting Mills, • Apparel Manufacturing, • Manufacturing. Lisca – overview 7 | Australian National Institute of Management and Commerce (IMC) Their ‘bricks and mortar stores’ have: • A specific colour scheme and design. • Seasonal collections (Northern Hemisphere Winter / Summer). • Product categories are displayed according to seasons. • Floor space features fitting rooms at the back of each store. • Mannequins in neutral colours. • Large LCD displays behind the counters. LISCA stores 8 | Australian National Institute of Management and Commerce (IMC) Lisca shops 9 | Australian National Institute of Management and Commerce (IMC) ● The company is currently present in the following European markets: ● Austria ● Bosnia and Hercegovina ● Croatia ● Check Republic ● Germany ● North (FYR) Macedonia ● Russia ● Serbia ● Slovenia (home market) Market expansion 10 | Australian National Institute of Management and Commerce (IMC) ● In 2002 a new brand of underwear “Cheek by Lisca” was introduced. Market expansion 11 | Australian National Institute of Management and Commerce (IMC) Lisca retailing model ❑ A distribution network spreads to more than 30 countries. ❑ Over 2 million products sold every year. ❑ The company is using different selling channels, such as: ❑ corner stores, ❑ specialized and multibrand stores, ❑ the Lisca e-shop and ❑ other global e-providers. 12 | Australian National Institute of Management and Commerce (IMC) Online store - currently shipping to these countries Product Lines 14 | Australian National Institute of Management and Commerce (IMC) Underwear for women and men 15 | Australian National Institute of Management and Commerce (IMC) Activewear 16 | Australian National Institute of Management and Commerce (IMC) Swimwear 17 | Australian National Institute of Management and Commerce (IMC) Sleepwear 18 | Australian National Institute of Management and Commerce (IMC) Casualwear Stockings Beachwear Lisca Brand 20 | Australian National Institute of Management and Commerce (IMC) ● New collections are presented twice a year (Winter / Summer). ● The brand is present at major international fashion events and state fairs. ● Swimwear collections are designed and sized for an average sized woman or man. ● The brand advocates for a ‘heathy body image’ among their models and customers. Lisca brand Australian National Institute of Management and Commerce (IMC) | 21 Positive Body Image campaign In 2021 the company launched a PR campaign that featured pictures of four ‘unperfect’ bodies. These ladies shared their personal stories about ‘perfect underwear model body’ stereotypes and concerns about their own looks. This campaign showed that any body can look good when wearing the right type of cut and comfortable underwear designs. LISCA 22 | Australian National Institute of Management and Commerce (IMC) Lisca advocates Anika’s story tells us about her personal transition from someone who felt that she does not have a ‘perfectly built body’ to an underwear photo model. Business Objectives 24 | Australian National Institute of Management and Commerce (IMC) Market entry to Australia ❑ Select the best new market entry model for Lisca. ❑ Identify a retailing channel suitable for their swimwear brand. ❑ Or identify a distributor for their swimwear. ❑ List all costs related to their market entry strategy. ❑ Suggest the organizational structure of their operation in Australia. 25 | Australian National Institute of Management and Commerce (IMC) ❑ Timeline: create a Gannt chart and list all phases of this project. ❑ Create a viable plan how to kick-start their operations in Australia before the Summer season 2022/2023 ❑ Duration of project:12 months. ❑ Budget: AU$ 250,000. Project duration and budget 26 | Australian National Institute of Management and Commerce (IMC) ❑ Sales: AU$ 750,000 in year 1. ❑ 5000 pieces of swimwear. ❑ Sales growth: 10% per annum. ❑ Growth of market share 3% per annum. Business objectives 27 | Australian National Institute of Management and Commerce (IMC) Lisca in Australia Australian National Institute of Management and Commerce (IMC) | 28 Suggest how to promote the brand in AU. How to create brand loyalty in a new market. How to benefit from brand loyalty during low season months when swimwear does not sell. How to increase future sales. Tips 29 | Australian National Institute of Management and Commerce (IMC) Any questions? If you have any additional questions please contact your lecturer (
[email protected]). Your lecturer will compile a list of questions and will provide answers regarding the client company. The answers to the questions will be posted on Moodle – that way all groups can see them. Good luck with your group project! DrBG TBUS 620 Business Strategy Capstone Business Strategy Project – LISCA Group assignment – strategic report (written) and client pitch (presentation) Term 3, 2021 Page 1 of 12 GROUP ASSIGNMENT (50%) – INSTRUCTIONS Business Strategy – LISCA (Swimwear) TYPE: This is a group assignment, and students will work in groups of 3-4 members. The student teams will have to deliver two assessment parts: a written report – strategic proposal (30%) and a group presentation – client pitch (20%). Both assignment parts will require an equal contribution and participation of all team members. A confidential peer assessment process will be used to evaluate their contribution. Unless otherwise determined by the peer assessment feedback form, all team members will receive the same mark for the written report. All students must attend the group presentation in week 11. An absent student (not present during the group presentation) will receive no marks for the oral presentation, regardless of participation in the earlier stages of the preparation process. TOPIC: Our client is a manufacturing company LISCA from Slovenia (European Union) that produces and sells lingerie and swimwear. They sell their products in their own flagship stores (120 retailing locations – boutique style), and through a network of distributors in over 30 countries. Sometimes their products are sold in other types of shops: specialised, multibrand, and department stores that are not operated or branded by Lisca. They have an e-store on their corporate website that ships to 24 countries. Their distubutors in foreign markets have their own independent e-stores where products are described in a local language and priced in a local currency. They also sell their goods via global retailing platforms. TBUS 620 Business Strategy Capstone Business Strategy Project – LISCA Group assignment – strategic report (written) and client pitch (presentation) Term 3, 2021 Page 2 of 12 The business was established in 1955 as a small manufacturing workshop. Their initial product line was focused on lingerie and corsets, which were popular in the 1950’s. Their first line of swimwear was introduced in 1969. They soon became a synonym for good quality swimwear, lingerie, and underwear in very competitive Central and Southeast European markets. Today they have over 700 employees, over 200 of them are working at the HQ in Sevnica, Slovenia. The annual sales are 2 million pieces per annum, or US $23.67 million. Lisca is currently considering an expansion to a new market – with their swimwear collection. Australia is their current favourite because of its climate, geography, living standard, and lifestyle. Australia has longer swimwear seasons than most European markets. The largest cities in Australia are located on the seaboard and have access to beaches. The beach lifestyle is widely adopted by all Australians, and use of swimwear is more frequent than in other markets where people use it only for short holiday breaks or sport activities. In Australia the beachwear category is perceived as part of casualwear. It is acceptable to wear it (dresses, overalls, kaftans, shorts for men) not only at a beach, but also in pubs, bars, and restaurants. Because of its specific climate and geographic regions, there is always a high season for swimwear somewhere in Australia (NSW, ACT, VIC, TAS and QLD during Summers, and NT and QLD during Winters). The Australian GDP is higher than in most regional economies, and employment rates are growing despite the economic slowdown during COVID-19 lockdowns (OECD, 20211). Due to COVID-19 crisis and lockdowns during the last two years, some of the major Australian fashion brands went into administration. Some swimwear brands were so affected that their retail stores are permanently closed, and they are only available in large department stores. Most Australian swimwear brands are designed locally but manufactured overseas (due to