Presentation is loading. Please wait.

Presentation is loading. Please wait.

1 Enterprise Thinking 2007 spring New York University HT.

Similar presentations


Presentation on theme: "1 Enterprise Thinking 2007 spring New York University HT."— Presentation transcript:

1 1 Enterprise Thinking 2007 spring New York University HT

2 2 Presentation: Chrisitan Dior is a worldwide fashion companyChrisitan Dior is a worldwide fashion company It is also an affiliate of the French luxury Group LVMH since 1988It is also an affiliate of the French luxury Group LVMH since 1988 In 2005, the Groups profit 2,791 MEUR up 16% over 2004In 2005, the Groups profit 2,791 MEUR up 16% over 2004 The business is done in Europe 36%, Asia 31% and USA 26%The business is done in Europe 36%, Asia 31% and USA 26% This firm is a flagship for the French Fashion.This firm is a flagship for the French Fashion. In 2005, Christian Dior Group counts 63,700 employees.In 2005, Christian Dior Group counts 63,700 employees.

3 3 Current Situation: Christian Dior Couture represent only 5% of the revenues of the Group.Christian Dior Couture represent only 5% of the revenues of the Group. The fashion and leather goods represent 33% of the revenues of the Group.The fashion and leather goods represent 33% of the revenues of the Group. The revenues of fashion and leather goods and jewelry grow faster than the Couture one.The revenues of fashion and leather goods and jewelry grow faster than the Couture one. To keep the same growth tendency, Christian Dior Couture must increase their revenues.To keep the same growth tendency, Christian Dior Couture must increase their revenues. The Couture Business is under exploited:The Couture Business is under exploited: 2,600 employees in a Group of 63,700. The Couture Business has a worldwide fame.The Couture Business has a worldwide fame.

4 4 1. Redefining –Outline & Worksheet 2. Evaluating Opportunities 3. Critical Path Method 4. Alliances Development S1 Challenges Statement (CS) S2 Reframe Statement of Challenge S3 Scan for Solutions S4 Redefine Solutions S5 Test Solution (Small Scale) S6 Test Solution (Large Scale) S7 Implementation/Launch S8 Post Review

5 5 1. REDEFINING-OUTLINE & WORKSHEET S1 CHALLENGES STATEMENT (CS) Christian Dior Coutures revenue of Ready-To-Wear is lower than the luxury leather bags or the designed shoes

6 6 Questions: Questionscolumn1column2 Is the CS one issue?yes Is the CS present or future tense?present Is the CS problem or the solutions?problem Are the CSs facts verifiable?yes Are the CSs assumption valid?yes Is the CS essential to your overall goal?yes

7 7 S2 REFRAME STATEMENT OF CHALLENGE Reformulate the SOC into a should Statement: Dior should make more benefits on the products that made its worldwide fame: the clothes. Reformulate it into a What would it take? statement: What Would It take for Christian Dior to be more accessible to customers who wants to buy the Ready-to-Wear products?

8 8 S3 SCAN FOR SOLUTIONS Create a second brand that will enable the firm to grow faster Widen the distribution channel to encompass a larger population Hire a new Director Artistic for the second brand Use image of the Stars Use Internet to attract new customers Merge with an American commercial company Target a younger and more dynamic age group as an emerging market What are the possible solutions:

9 9 S4 REDEFINE SOLUTIONS What solutions will really stands out that were AHAs: Create a second brand that will enable them to grow fasterCreate a second brand that will enable them to grow faster Hire a new Director Artistic for the second brand like Hedi Slimane in Dior HommeHire a new Director Artistic for the second brand like Hedi Slimane in Dior Homme Use the image of a Star to target a younger/dynamic age group as an emerging marketUse the image of a Star to target a younger/dynamic age group as an emerging market

10 10 S5 TEST SOLUTIONS (SMALL SCALE) Create some prototypes for the new brand.Create some prototypes for the new brand. Perform a trial test in small market like Duty Free Shop in airport in Paris, New York, Tokyo.Perform a trial test in small market like Duty Free Shop in airport in Paris, New York, Tokyo. Trial test with questionnaires to new potential costumers (university, street, department store)Trial test with questionnaires to new potential costumers (university, street, department store) Make a selection for a new Artistic DirectorMake a selection for a new Artistic Director Find a place in Paris with enough room to produce the new productsFind a place in Paris with enough room to produce the new products S6 TEST SOLUTIONS (LARGE SCALE) Conduct an internet test.Conduct an internet test. Sell the second brand inside of the Department Store (Bergdorf Goodman in New York, Le Bon Marche and Colette in Paris, Matsuya in Tokyo)Sell the second brand inside of the Department Store (Bergdorf Goodman in New York, Le Bon Marche and Colette in Paris, Matsuya in Tokyo)

11 11 S7 IMPLEMENTATION / LAUNCH S8 POST REVIEW Review of the costs.Review of the costs. Estimations about the growing potential of this new brand.Estimations about the growing potential of this new brand. Can we increase the revenues?Can we increase the revenues? Should we invest more on the internet shopping?Should we invest more on the internet shopping? Should we invest more in communication,PR and adds?Should we invest more in communication,PR and adds? Implement the survey

12 12 2. Evaluating Opportunities Project Time (days) Impact(1-100)ROIMoneyInvestedPrioritySelected Create Affiliate 18090$2M$150K1 Manufacture21080$1M $1M 3 Hire Designer $400K 2 Communication $2M 4 Time = Maximum amount of time it would take to do the job correctly in hours Impact on firm = How would the project completion affect the firm (score 1 to 100) ROI = Amount of financial gain to be achieved from the completed project Money invested = Amount of money needed to complete the project properly Priority = Reviem variables and place in priority order starting #1

13 13 3. Critical Path Methods (Productions) ActivityDesignation Immediate Predecessors Time in Weeks Concept Meeting A-3 DesignB-3 Build prototypes CA,B3 Embroidery in Madagascar DC4 Mini Defile With Buyer(Ordering) ED2 Production in Italy France FE5 Magazine Photo Shooting GE1 Write final report HF,G2

14 14 A B CDE G F H Critical Path Methods (Productions)

15 15 - Alliance is - Manufacture factories in Madagascar for needle working - Objective – lower salaries and good skills - Budgeting – the average salary for a needle worker is 40 USD/month - Control - quality of return products and time for delivery - Risk assessment - the time and quality of the work 4. Alliances 1

16 16 4. Alliances 2 - Alliance is - Agencies managing the Image of Stars - Objective – Provide a good Image of our products - Budgeting – depends on the number of stars involved. About 500 KUSD for a celebrity and 2-3 celebrities expected. - Expensive investment, but very efficient in terms of advertisement.

17 17 THANK YOU FOR YOUR TIME


Download ppt "1 Enterprise Thinking 2007 spring New York University HT."

Similar presentations


Ads by Google