Aigle was created in 1983 by Hutchinson, originally boots manufacturers for farmers and land workers. Since the late nineteenth century, Aigle started manufacturing all types of boots and shoes following the evolution of fabrics technologies. Throughout the last decades, Aigle has been expending its activities to outdoor clothing. In the meantime, the company went nation-wide and also international with the opening of stores in Germany, England and Japan. In a more and more on-line market, just like any other major companies, Aigle has its own website; a showcase only presenting its products and the company. In this context, should Aigle website evolve to a commercial one ? To push it further, would it be more profitable to stop its off-line activities to focus on the e-market. To answer this problematic, we will first have a look to the company. Secondly, we will do the SWOT analysis in order to have a general view of the company, and to underline all the advantages and disadvantages of Aigle. Finally, in the third part, we will answer the problem by giving some recommendations and imagining what could be the future Aigle's webwite...
Sommaire
The company
Historic
Aigle today
Aigle's values
SWOT analysis
External analysis
Internal analysis
SWOT
Recommendations
A world-wide clothes procurement website
Regional website diversification
New website description
The company
Historic
Aigle today
Aigle's values
SWOT analysis
External analysis
Internal analysis
SWOT
Recommendations
A world-wide clothes procurement website
Regional website diversification
New website description
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Extraits
[...] In-depth work involving professional sportsmen and women. - Lifestyle focus: with the increasing number of "Travel", "Seaside" and "Country" lines, from desert treks to urban nomadic lifestyle. An increasing number of Women's wear lines with a new take on top country basics. c. Zoom on 150 years' experience At the plant Boots made from natural materials, handmade in France in Chatellerault plant, using first-class expertise and knowledge . 1 - Mixing A mix is prepared from rubber resin imported from Africa or Asia. [...]
[...] Diversity factors This part is certainly the first one Aigle has to take into account. Its role is to answer the question: is an e-commerce activity the optimal way to achieve the defined objectives? Indeed, such online activity is not the only way to provide Aigle products. This result can also be reached thanks to a classical offline activity. For example, you can open offline retail outlets abroad, or develop franchises, or even sell the right to develop a totally different clothes range that will be sold with the Aigle logotype. [...]
[...] Yet, e-commerce raises the problem of tax collection. The development of e-commerce represents a potential tax loss (for example, in the US, sales taxes are not collected, and in France, VAT is not either). It turns out that, on that particular matter, many discussions have taken place especially within the OECD (Organization for Economic Cooperation and Development). The question (which is yet to be resolved by national governments) is about where the consumption tax should be collected, the source country (where the consumer is based) or the vendor's country. [...]
[...] Website very interactive with a lot of flash animations ? Products are available on-line : www.hellynewport.com - WEAKNESSES : ? the website isn't as interactive as the others ( no flash animations, no videos?) TIMBERLAND : - STRENGHTS : ? A Redesigned site has been launch in December 2002 on order to boost the retailer's on-line sales ? Section « GIFT » ? Products are available on-line ? There is a parallel website for volunteers who wants to engage in a community in favour of environment. [...]
[...] External analysis Here we need to analyse the external factors that affect a company in terms of succeeding: - Demographic - Economic - Political - Legal - Technological - Financial - Socio-cultural - Diversity a. Demographic factors This is the first aspect to look for when studying a company's environment. We need to estimate the evolution of the different layers of populations, especially in terms of age, population growth, and migration trends. Launching a new website should not suffer interference from population growth (unless it's very important) or migration trends. A company has one or several precise targets when it comes down to age. So what is this evolution like? [...]
