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1 of 20
Lakshmi Ramamurthi
Te-Wei Kung
Agenda
    Company Overview

    Strategic Mission & Vision

    Facts and Figures

    Leadership Team

    Organizational Culture and Strategy

    E-Business Marketing Goal & Strategy

    SWOT Analysis

    Current Strategic Goals

    Business Model

    Business Unit Strategy

    Strategic Implementation

    Strategy Control Standards

    Exerting Strategic Control

    Crisis Management

    Conclusion

Company Headquarters : Chicago, USA

 Founded: 1963
 Employees: 4,900
 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

    introduced.
    1999: 3-D virtual modeling on website.

    2002: Sears Roebuck acquires Lands' End.

    2003: 870 Sears stores.

    2007: 13th in top 50 online retailers.

LANDS
                                                           END




                                       CFO and Senior                                                                    Senior Vice
     President and
                                                                           COO                    CIO and Senior
                                            Vice                                                                          President
       Executive
                                                                                                       Vice
                                                                       Mr. Jeffrey A
                                         President                                                                    E-Commerce and
    Vice President of
                                                                                                    President
                                         Mr. Donald                       Jones                                         International
     Merchandising
                                                                                                    Mr. Frank
                                         R. Huges                                                                        Mr. William
      Mr. David Mc
                                                                                                   Ginnantonio
                                                                                                                            Bass
         Creight




 Gary               Richard                          Eliot
                                                                                                 Richard
                                                                  Paul D.              Cheryl
                                                                                                                   David Heller
  C                    C.     David F. Dyer        Wadsworth
                                                                                                 Marcus
                                                                  Schrage              Francis
Comer              Anderson                            II
Strategy Formulation- SWOT
  Matrix
Strengths       Weakness
    High quality               Not mainstream

                             
    Fair pricing               or stylish.

    Low overhead

                              Expensive
    24/7 toll-free phone

                              No Sales Forecast
    Prompt (2-day) order

                              Consumer quality
    shipping
                               focus
    Offers catalogs, web,

    and retail outlets
    3-D model

    Established reputation

Opportunities           Threats
    Global customers        Technology
                       
    Web Communication       Sudden price
                       
    marketplace             fluctuations
    Corporate               Global Environment
                       
Corporate Level Strategy
 Growth 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

     High



                                               Question
      Market Growth


                             Stars
                                               Markets



                         Cash Cows                  Dogs
                         Lands End
     Low
                      High                                 Low
                                     Market Share
Functional Strategy

    Marketing Strategy

    › Lands End Live
    › Catalog development, advertising and public
     relations activities
    Finance

    › Lands’ End’s high ratio indicates ease in
     meeting debt interest payments
    Human Resources

    › Genesys solutions - Human resources, payroll
     and learning management supplier
Commitment to quality

 Process Innovations
 Value Innovations
               Porter’s Generic Strategy Matrix
    Focus




                            LE
                                 (EB, L.L.)
    No
                 J.C.
    Focus

            Low Cost                     Differentiation
Business Model

                 Manufacturer




                                   Subscription
    Community
                                     Services
                       Business
                        Model




         Advertising          Infomediary
Lands' End Code of Conduct

   › Employment Practices
   › Working conditions
   › Environment
   › Intellectual Property
 Foreign Corrupt Practices Act
 Legal Requirements
   › Rules preventing transshipment intended to
     circumvent regulation.
   › Unfair trade practices as defined by the customs
     laws.
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
 Issues:
   › Security Issues
   › Network Issues
Supply chain creation
1.
    Inventory management “Forward
       deployment”
    Business transactions      “Pre-certification”
2. Citizen single point-of-access
    Information
    Transactions
3. Authentication and trust
    Citizens, responders, suppliers, organizations
    Reconfigurable authorization
4. Information escrow
Electronic Data Interchange
1.

     Customer data
2.

     Forecast sales
3.

     Inventory investments
4.
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?
Recommendation

    Interactive video, Advertisements



    Database Marketing



    Technological Integration

Lands End

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Lands End

  • 2. Agenda Company Overview  Strategic Mission & Vision  Facts and Figures  Leadership Team  Organizational Culture and Strategy  E-Business Marketing Goal & Strategy  SWOT Analysis  Current Strategic Goals  Business Model  Business Unit Strategy  Strategic Implementation  Strategy Control Standards  Exerting Strategic Control  Crisis Management  Conclusion 
  • 3. Company Headquarters : Chicago, USA   Founded: 1963  Employees: 4,900  CEO: Gary Comer  Sales Volume: 1.3 billion Annually  Branches: GB, Japan, Detchschland  Segmentation: Business to Customer
  • 4. 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
  • 5. 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  introduced. 1999: 3-D virtual modeling on website.  2002: Sears Roebuck acquires Lands' End.  2003: 870 Sears stores.  2007: 13th in top 50 online retailers. 
  • 6. LANDS END CFO and Senior Senior Vice President and COO CIO and Senior Vice President Executive Vice Mr. Jeffrey A President E-Commerce and Vice President of President Mr. Donald Jones International Merchandising Mr. Frank R. Huges Mr. William Mr. David Mc Ginnantonio Bass Creight Gary Richard Eliot Richard Paul D. Cheryl David Heller C C. David F. Dyer Wadsworth Marcus Schrage Francis Comer Anderson II
  • 7. Strategy Formulation- SWOT Matrix Strengths Weakness High quality Not mainstream   Fair pricing or stylish.  Low overhead   Expensive 24/7 toll-free phone   No Sales Forecast Prompt (2-day) order   Consumer quality shipping focus Offers catalogs, web,  and retail outlets 3-D model  Established reputation 
  • 8. Opportunities Threats Global customers Technology   Web Communication Sudden price   marketplace fluctuations Corporate Global Environment  
  • 9. Corporate Level Strategy Growth 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
  • 10. BCG Growth Matrix High Question Market Growth Stars Markets Cash Cows Dogs Lands End Low High Low Market Share
  • 11. Functional Strategy Marketing Strategy  › Lands End Live › Catalog development, advertising and public relations activities Finance  › Lands’ End’s high ratio indicates ease in meeting debt interest payments Human Resources  › Genesys solutions - Human resources, payroll and learning management supplier
  • 12. Commitment to quality   Process Innovations  Value Innovations Porter’s Generic Strategy Matrix Focus LE (EB, L.L.) No J.C. Focus Low Cost Differentiation
  • 13. Business Model Manufacturer Subscription Community Services Business Model Advertising Infomediary
  • 14. Lands' End Code of Conduct  › Employment Practices › Working conditions › Environment › Intellectual Property  Foreign Corrupt Practices Act  Legal Requirements › Rules preventing transshipment intended to circumvent regulation. › Unfair trade practices as defined by the customs laws.
  • 15. 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  Issues: › Security Issues › Network Issues
  • 16. Supply chain creation 1.  Inventory management “Forward deployment”  Business transactions “Pre-certification” 2. Citizen single point-of-access  Information  Transactions 3. Authentication and trust  Citizens, responders, suppliers, organizations  Reconfigurable authorization 4. Information escrow
  • 17. Electronic Data Interchange 1. Customer data 2. Forecast sales 3. Inventory investments 4.
  • 18. 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?
  • 19. Recommendation Interactive video, Advertisements  Database Marketing  Technological Integration 