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/
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