Strategic Mission & Vision
Facts and Figures
Organizational Culture and Strategy
E-Business Marketing Goal & Strategy
Current Strategic Goals
Business Unit Strategy
Strategy Control Standards
Exerting Strategic Control
Company Headquarters : Chicago, USA
CEO: Gary Comer
Sales Volume: 1.3 billion Annually
Branches: GB, Japan, Detchschland
Segmentation: Business to Customer
Our goal is to please our customers with
the highest levels of quality and service
in the industry, along with an
unequivocal ironclad guarantee.
We do what is best for the customer and
the rest will take care of itself
----- Gary Comer, Founder
1963: Founded in Chicago
1970: Inventory and sales computerized.
1973: Company manufactures duffel bags.
1978: Toll-free number.
1979: Company Shifts to Dodgeville, Wisconsin.
1981: A national advertising campaign
1986: Sales exceed $200 million
1987: New York Stock Exchange; children's clothing is
1999: 3-D virtual modeling on website.
2002: Sears Roebuck acquires Lands' End.
2003: 870 Sears stores.
2007: 13th in top 50 online retailers.
CFO and Senior Senior Vice
COO CIO and Senior
Mr. Jeffrey A
President E-Commerce and
Vice President of
Mr. Donald Jones International
R. Huges Mr. William
Mr. David Mc
Gary Richard Eliot
Paul D. Cheryl
C C. David F. Dyer Wadsworth
Comer Anderson II
Strategy Formulation- SWOT
High quality Not mainstream
Fair pricing or stylish.
24/7 toll-free phone
No Sales Forecast
Prompt (2-day) order
Offers catalogs, web,
and retail outlets
Global customers Technology
Web Communication Sudden price
Corporate Global Environment
Corporate Level Strategy
Horizontal related integration
› In 2002 Sears Acquired Lands End, Inc as a
wholly owned subsidiary
› Strong fit between the companies
› Leading Websites
› Synergies in support activities, logical
consolidations of administrative functions
BCG Growth Matrix
Cash Cows Dogs
› Lands End Live
› Catalog development, advertising and public
› Lands’ End’s high ratio indicates ease in
meeting debt interest payments
› Genesys solutions - Human resources, payroll
and learning management supplier
Commitment to quality
Porter’s Generic Strategy Matrix
Low Cost Differentiation
Lands' End Code of Conduct
› Employment Practices
› Working conditions
› Intellectual Property
Foreign Corrupt Practices Act
› Rules preventing transshipment intended to
› Unfair trade practices as defined by the customs
Potential constraint to e-commerce:
Lack of security for Internet transactions
To ensure Information is Safe
To ensure Transaction are secure
To ensure Transaction are guaranteed
› Security Issues
› Network Issues
Supply chain creation
Inventory management “Forward
Business transactions “Pre-certification”
2. Citizen single point-of-access
3. Authentication and trust
Citizens, responders, suppliers, organizations
4. Information escrow
Electronic Data Interchange
Case Study Questions
How and why lands End succeed as an online
retailer during the late 1990s and early 2000
when a number of internet business failed?
How important is further international expansion
to Lands End success?
Should Lands End shift to an internet-only
Business model to reduce mailing and other
costs or should the company maintain its
traditional catalog approach as well?