Tommy Hilfiger Strategic Analysis
Étude de cas : Tommy Hilfiger Strategic Analysis. Recherche parmi 298 000+ dissertationsPar Vincent Léo • 31 Janvier 2017 • Étude de cas • 2 770 Mots (12 Pages) • 2 356 Vues
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Assignment Cover Sheet
Student name: | Vincent Tiennot | |||||
Student number: | 2929847 | |||||
Faculty: | BUSINESS | |||||
Course: | Strategic Management | STAGE | 3 | |||
Subject: | Strategic Management Assignment 1 | |||||
Study Mode: | Full time | X | Part-time | |||
Lecturer Name: | Mark Dowling | |||||
Assignment Title: | Tommy Hilfiger – Strategic Analysis | |||||
No. of pages: | 15 | |||||
Disk included? | Yes | No | ||||
Additional Information: | (ie. number of pieces submitted, size of assignment, A2, A3 etc) | |||||
Date due: | 01/11/2016 | |||||
Date submitted: | 01/11/2016 | |||||
Plagiarism disclaimer: I understand that plagiarism is a serious offence and have read and understood the college policy on plagiarism. I also understand that I may receive a mark of zero if I have not identified and properly attributed sources which have been used, referred to, or have in any way influenced the preparation of this assignment, or if I have knowingly allowed others to plagiarise my work in this way. I hereby certify that this assignment is my own work; based on my personal study and/or research, and that I have acknowledged all material and sources used in its preparation. I also certify that the assignment has not previously been submitted for assessment and that I have not copied in part or whole or otherwise plagiarised the work of anyone else, including other students. Signed & dated: |
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Tommy Hilfiger
Strategic Analysis
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Table of contents
Introduction……………………………………………………………………………………………………………….
Situation Analysis
SWOT………………………………………………………………………………………………………………………….
Internal analysis………………………………………………………………………………………………………….
External analysis…………………………………………………………………………………………………………
Strategy Formulation
Tommy Hilfiger’s Corporate Strategy…………………………………………………………………………..
Tommy Hilfiger’s Business Strategy……………………………………………………………………………..
Conclusion & Recommendations. .……………………………………………………………………………….
References………………………………………………………………………………………………………………….
Introduction
The purpose of this report is to draw out key strategic issues and challenges of the Tommy Hilfiger Group. A company operating based on over 30 years of sportswear experience that dominates with its competitor the footwear and apparel field in more than 90 countries in the world. Tommy Hilfiger is one of the world's leading designer lifestyle brands.
The celebrity of Tommy Hilfiger comes from its eponym creator and designer that launched the brand in 1985 with the goal to promote the “Cool American Style” lifestyle and delivers "preppy with a twist" designs that appeal to a diverse range of consumers globally, as does its accessible, premium position.
Hilfiger offers a wide range of high quality apparel, accessories and lifestyle products and the brand beneficiate of a strong global brand awareness. Tommy Hilfiger sells products under two principal brands: Tommy Hilfiger, which is targeted at the 25 to 45 year old consumer, and Hilfiger Denim, which is targeted at the 20 to 35 year old consumer.
Resource Analysis:
Resources | Tommy Hilfiger Corp. |
Physical | Flagships shops in premium locations (1400 around the world) |
Financial | Revenue / turnover: $3,581 billions in 2015 |
Human | 17 000 employees |
Intellectual Capital | World recognize brand – Original fashion design – Extensive product range |
(Global.tommy.com, 2016)
Tommy Hilfiger is a very trendy brand according to Forbes (O'Connor, 2016) and its creator Thomas Hilfiger who spend a lot of time to analyze the market and then to satisfy customer expectations: “Would I like to be a luxury brand? Absolutely,” Hilfiger said in a keynote address at the recent Wharton Retail Conference. “But I’ve been forced to deal with reality throughout my life. I have focused on being an affordable premium design brand — which in this economic slide has served us very well.” (The Wharton School, 2010)
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