Presentation for Project Management Class.

1. Lakshmi Ramamurthi
Te-Wei Kung

2. Agenda
Company Overview

Strategic Mission & Vision

Facts and Figures

Leadership Team

Organizational Culture and Strategy

E-Business Marketing Goal & Strategy

SWOT Analysis

Current Strategic Goals

Business Model

Business Unit Strategy

Strategic Implementation

Strategy Control Standards

Exerting Strategic Control

Crisis Management

Conclusion


3. Company Headquarters : Chicago, USA

 Founded: 1963
 Employees: 4,900
 CEO: Gary Comer
 Sales Volume: 1.3 billion Annually
 Branches: GB, Japan, Detchschland
 Segmentation: Business to Customer

4. Our goal is to please our customers with

the highest levels of quality and service
in the industry, along with an
unequivocal ironclad guarantee.
We do what is best for the customer and

the rest will take care of itself
----- Gary Comer, Founder

5. 1963: Founded in Chicago

1970: Inventory and sales computerized.

1973: Company manufactures duffel bags.

1978: Toll-free number.

1979: Company Shifts to Dodgeville, Wisconsin.

1981: A national advertising campaign

1986: Sales exceed $200 million

1987: New York Stock Exchange; children's clothing is

introduced.
1999: 3-D virtual modeling on website.

2002: Sears Roebuck acquires Lands' End.

2003: 870 Sears stores.

2007: 13th in top 50 online retailers.


6. LANDS
END
CFO and Senior Senior Vice
President and
COO CIO and Senior
Vice President
Executive
Vice
Mr. Jeffrey A
President E-Commerce and
Vice President of
President
Mr. Donald Jones International
Merchandising
Mr. Frank
R. Huges Mr. William
Mr. David Mc
Ginnantonio
Bass
Creight
Gary Richard Eliot
Richard
Paul D. Cheryl
David Heller
C C. David F. Dyer Wadsworth
Marcus
Schrage Francis
Comer Anderson II

7. Strategy Formulation- SWOT
Matrix
Strengths Weakness
High quality Not mainstream


Fair pricing or stylish.

Low overhead

 Expensive
24/7 toll-free phone

 No Sales Forecast
Prompt (2-day) order

 Consumer quality
shipping
focus
Offers catalogs, web,

and retail outlets
3-D model

Established reputation


8. Opportunities Threats
Global customers Technology
 
Web Communication Sudden price
 
marketplace fluctuations
Corporate Global Environment
 

9. Corporate Level Strategy
Growth Strategy
Horizontal related integration

› In 2002 Sears Acquired Lands End, Inc as a
wholly owned subsidiary
› Strong fit between the companies
› Leading Websites
› Synergies in support activities, logical
consolidations of administrative functions

10. BCG Growth Matrix
High
Question
Market Growth
Stars
Markets
Cash Cows Dogs
Lands End
Low
High Low
Market Share

11. Functional Strategy
Marketing Strategy

› Lands End Live
› Catalog development, advertising and public
relations activities
Finance

› Lands’ End’s high ratio indicates ease in
meeting debt interest payments
Human Resources

› Genesys solutions - Human resources, payroll
and learning management supplier

12. Commitment to quality

 Process Innovations
 Value Innovations
Porter’s Generic Strategy Matrix
Focus
LE
(EB, L.L.)
No
J.C.
Focus
Low Cost Differentiation

13. Business Model
Manufacturer
Subscription
Community
Services
Business
Model
Advertising Infomediary

14. Lands' End Code of Conduct

› Employment Practices
› Working conditions
› Environment
› Intellectual Property
 Foreign Corrupt Practices Act
 Legal Requirements
› Rules preventing transshipment intended to
circumvent regulation.
› Unfair trade practices as defined by the customs
laws.

15. Potential constraint to e-commerce:

Lack of security for Internet transactions
 To ensure Information is Safe
 To ensure Transaction are secure
 To ensure Transaction are guaranteed
 Issues:
› Security Issues
› Network Issues

16. Supply chain creation
1.
 Inventory management “Forward
deployment”
 Business transactions “Pre-certification”
2. Citizen single point-of-access
 Information
 Transactions
3. Authentication and trust
 Citizens, responders, suppliers, organizations
 Reconfigurable authorization
4. Information escrow

17. Electronic Data Interchange
1.
Customer data
2.
Forecast sales
3.
Inventory investments
4.

18. Case Study Questions
How and why lands End succeed as an online

retailer during the late 1990s and early 2000
when a number of internet business failed?
How important is further international expansion

to Lands End success?
Should Lands End shift to an internet-only

Business model to reduce mailing and other
costs or should the company maintain its
traditional catalog approach as well?

19. Recommendation
Interactive video, Advertisements

Database Marketing

Technological Integration
