STP, EFFECTS AND FINANCIAL OVERVIEW OF THE COMPANY

STP, EFFECTS AND FINANCIAL OVERVIEW OF THE COMPANY:

Segmentation:

Many types of consumers:

Different ages and tastes
Different purchasing power
Look for comfort
Look for styles

Targeting:

Women are looking for:

Fashionable lingerie
Living in urban zones
From 25 to 60 year olds
CSP + consumers
As well as the men

Positioning:

Victoria's Secret is a fashionable brand which allows customers to wear comfortable intimate apparels available at an affordable price that is procure to the brand a competitive advantage

Effects on the company:

Opening new shops - costs increases of sale force
Increase of production - cost/product decreases - economy of scale
Need of logistic for Europe and France

Financial overview:

Expected results of Victoria's Secret (including french activity):

Weak market share due to fierce competition
Increasing Gross Margin thanks to new pricing policy and favourable exchange rate EUR/USD
Net Profit Margin flat|: new sales compensated by initial investment and high tax rates
Rising shares - the entry in a new market, the future profits and a possible appreciation of the dividends make often increase in the shares values

References:

1. https://prezi.com/rx4ha_coaulh/untitled-prezi/

Comments

FINAL BRAND POSITIONING MAP

Victoria’s Secret’s top competitors as of January 2019 are Calvin Klein, Ralph Lauren and Donna Karan New York, and all three just like Victoria’s Secret, work in the Systems Software Industry, which is a type of computer programmer that is used to run a computer’s applications. In addition, as found in some primary research that has been conducted of an Instagram Poll. There are also many other brands that are competitors of Victoria’s Secret. For example, Ann Summers, Boux Avenue, Primark and H&M. There are a large amount of competitors that consumers would lean towards rather than Victoria’s Secret because they are cheaper, better quality and have better ethics/morals and therefore customers have more respect for those brands. Even though Victoria’s Secret is a successful business, alternative brands have many features buyers worship that Victoria’s Secret do not have, resulting in a loss of sales for the company.

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Fashion Management and Marketing One

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