Abstract
Mission:
“We provide you more than a bag: it meets at the same time your usefulness need for all your daily moving and also respects your esthetic desire, all this at an affordable price!”
Strategic Objectives:
External Audit:
Big competitors (Diesel, Calvin Klein…)
Cheap labor cost (Asia)
Internal audit: Various range (different colors, forms, materials…) which fits all tastes
Operating statement: In 2008, sales = €3 million, cost of goods sold = € 750,000, varied expenses = €1.5 million. So, total profit = €750,000.
Balance sheet:
Growth of sales between 2008 and 2009
High advertising expenses
Opportunities:
Economic climate: Asian workers are cheaper.
Demographic changes: Young population and independent women.
Technology: High technology dependence, will of newness and innovations.
Threats:
Competitive activity: Big old and strong competitors.
Channel pressure: disappointed buyers seldom buy again an item of the same brand.
Politics: The governments imposes a sustainable development policy.
