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Project Viva Final
 

Project Viva Final

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presented version of 4th in peak performance.

presented version of 4th in peak performance.

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    Project Viva Final Project Viva Final Presentation Transcript

    • Harrington Collection:Project Viva
      Protégé Consulting
    • Agenda
    • To dedicate our team of executives and staff into providing fashionable apparel to women in the United States while ensuring speed, quality, ethics, and maintaining good relations with our customers, suppliers and shareholders.
      Harrington Collection: Mission Statment
    • Porter’s Five
    • Porter’s Five
    • Porter’s Five
    • Porter’s Five
    • Porter’s Five
    • Harrington Manufacturing Divisions
    • Objective
      NOW
      Lowmarket share
      Low profit growth
      Low competitive advantage
      Slow adaptation to market
      VISION
      Highmarket share
      High profit growth
      High competitive advantage
      Fast adaptation to market
      SatisfiedCustomers
      Loyal suppliers
      Project Viva
    • Loyal Customer Base
      Leverage on Vigor’s existing brand
      High speed via pull tactics
      Project Viva: Competitive Advantage
    • Project Viva?
      To enter the Women’s Activewear market
    • Harrington Manufacturing Divisions after introduction of VIVA
      * Made available at company stores
      ** After intro of VIVA
    • Alternatives to Project Viva
    • Financial Plan: Expected NPV = $6.98m
      Marketing Plan: Pull tactics
      HR Plan: Cut costs
      Project Viva: Scope
    • Investment: $12.7m
      Expected sales: 6m “units”/year
      Expected lifetime: 15 years
      β=1.35
      Discount rate, CAPM: r = .03 + 1.35(.15-.03) = 19.2%
      Expected NPV = $6.98m
      Project Viva: Financial
    • Positive NPV, resources available.
      Increase plowback ratio to allow more such brand expansions
      Increase awareness of NPV rule internally
      Viva: Financial Plan
    • Sales Projections to Macroeconomy
      Sales, millions of units
      Years
    • Situation Analysis
    • Pull tactics: Investment in market research
      Focus groups
      Web-based consumer behavior monitoring
      Advertising
      Cut back on nation-wide advertising
      Increase product endorsements
      JIT
      Leverage on existing customer base for short-term
      Expand into new markets for long-term
      Viva: Marketing Plan
    • The way it is: Push
    • The way it should be: Pull
    • JIT
      Mexico!
      Reliability, internal communication,
      CRM, SRM Systems
    • Life cycle of a fad design
      Sales Quantity, 1 million/increment
      Time, 1 month/increment
    • Life cycle of a fad design
      Viva Athletic Wear
      The Trend Setter
      Competition from our
      Chinese friends
      Sales Quantity, 1 million/increment
      Time, 1 month/increment
    • Pulling the JIT:Working for our customers, not our designers
      Target Market
    • Viva Aura (perfume)
      Viva Crown (jewelry)
      Viva Diva (makeup)
      Viva Bra (lingerie)
      Viva Java (tabloid magazine)
      To leverage on the existing loyal customer base
      Low risk
      Selling the lifestyle
    • Products ‘sell themselves’
      ∴Cut back on excessive sales training
      Reduce “attractive” commissions
      Improved Horizontal Communication
      Diversify
      Reward innovation and foster idea champions
      Human Resources
    • Appeal to customers’ values
      Allows for charging a premium
      Green energy solutions
      Project SHAL
      Sustainable, Healthy, Active Living
      Innovation and sustainability
    • Long-term abstract
      Intangible returns
      Ethical practices
      Lifestyle Integrated Branding
      Cork floors
      Recycled Receipts
      Customer interaction
      Extended offers for personal health products
      Project SHAL
      SHAL
    • The other brands
      Harrington Limited
      Cash Cow
      Christina Cole & Sopra
      Merger
      Vigor
      Maintenance of slow growth
    • Merger of Sopra and Christina Cole
      “Bridge”
      Same target market
      Cut costs, free up resources
      Similar market share
      “The status-seeking office chic”
    • Objective
      NOW
      Lowmarket share
      Low profit growth
      Low competitive advantage
      Slow adaptation to market
      VISION
      Highmarket share
      High profit growth
      High competitive advantage
      Fast adaptation to market
      SatisfiedCustomers
      Loyal suppliers
      Project Viva
    • Implementation Cube
      WBS
      Gantt
      Risk Mitigation
    • WBS
    • Gantt Chart: short term
    • Gantt Chart: long term
    • Risk: Decision Tree
    • Objective
      NOW
      Lowmarket share
      Low profit growth
      Low competitive advantage
      Slow adaptation to market
      VISION
      Highmarket share
      High profit growth
      High competitive advantage
      Fast adaptation to market
      SatisfiedCustomers
      Loyal suppliers
      Project Viva
    • Q?
    • Cora Lam
      June Kim
      Johnny Dewan
      Protégé Consulting
      Thank you