This calls for developing innovative designs and utilising information technology in your company to study the market.
Rupert has asked me to address his findings which show several problem areas within your organisation that need to be evaluated. The first area covers the style of the product itself, and Rupert is concerned that the jeans produced by the company do not appeal to younger customers. This report will offer possible solutions to this problem by suggesting ways to establish positive brand recognition. A study of the market for jeans indicates the need to offer a unique style or marketing method that will bring younger buyers to Lewis Jeans. The next area of concern is the quality of the product. Because retailers are returning 15% of sales, it is important to test the quality of the jeans manufactured to see where the weaknesses are. By improving durability, the brand will eventually be known for its wearability in addition to style. One of the most serious problems to be addressed is the high turnover of the workforce. It would appear they might not have the incentive to commit themselves to the company. Because you communicate only with the managers at your different factories, you may be unaware of how your workers see the company. More interaction is needed with staff from your office to each factory to encourage employees to propose innovative ideas on how to improve sales. Finally, the cost of manufacturing your line of jeans is 25 per cent more than other clothing lines in the industry, and it is important to study the various stages of manufacture to see where savings can occur without impacting quality. The report will present suggestions on how to evaluate the company and show different methods of improving all aspects of your business by applying the SWOT Analysis and developing a balanced scorecard. As the CEO, you have the opportunity in such a small company to meet personally with all of your staff and make sure your managers are reflecting your beliefs on how the company should be run.
Organization Structure and Culture
In studying the structure of the company according to its diagram, it is immediately obvious that there are too many managerial positions at too many levels, and sales and marketing have no real connection to the rest of the company in any of its locations, including the main office. Restructuring after setting up a strategic plan for the future is recommended. The first step would be to apply a SWOT analysis, determining strengths, weaknesses, opportunities and threats (SWOT).
Strengths: Although a small company faces competition from major companies such as Levi, the benefit of a small company is the opportunity for leadership to interact with all areas of the business. Another strength is that the product has been successful in the past and by establishing a different marketing method and improving quality, the company can be successful again.
Weaknesses: One of the most serious weaknesses for Lewis Jeans is the dependency of leadership on the telephone in a technological society. Another weakness is the high turnover of staff and lack of connection with the leadership.
Opportunities: By restructuring the company and establishing new communication equipment, the company would