Business Communication

1. INITIATING BUSINESS
STRATEGIES TO COMBAT
SALES COMPETITIVENESS
Prepared for
Perfume Collection Tampa
Prepared by
Saif Keshwani

2. OVERVIEW
 Shifting the focus on a new clientele.
 Comparing prices with other retailers.
 Implementing new business strategies for better results.

3. INTRODUCTION
 Perfume Collection established in 2013
 Through excellent customer service and knowledge of products, were
able to build a good clientele
 Reduction in sales, using the same techniques
 Need to suggest new strategies
 The report includes
 Comparison of sales records this year vs last
 Analysis of current business strategies
 Suggestions for new business strategies

4. THE OPPORTUNITY
220,000
240,000
260,000
250,000
220,000
Jan-13 Jan-14 Jan-15 Jan-16 Jan-17
PERFUME COLLECTION SALES
RECORDS ($)
 By looking at profit over the years, it
becomes apparent that sales are
slowly decreasing which results in the
need for a new business strategy

5. OPPORTUNITY
 Perfume collection consistently
provides the lowest selling prices of
the top four selling products within the
fragrance department
 This makes them the top leader in
selling these products in the Tampa
Bay/ Clearwater area
 However, sales are still decreasing
0
20
40
60
80
100
120
Giorgio
Armani
Versace Dolce and
Gabanna
Calvin Klein
Macy's Dillards Perfume Collection Sephora

6. OPPORTUNITY- CURRENT SITUATION
 Perfume Collection main focus:
 Building customer clientele
 Training associates to maintain rather than creating new customers.
 Time to change the focus from current consumer’s to future consumer’s

7. ADOPTING NEW STRATEGIES
 Ways to increase sales
 Adapting to the world of technology (Facebook, Instagram, Snapchat)
 Voicing new deals (BOGO, free, half-off, 30%off)
 Rewarding old customers while attracting new ones (gift with purchase,
reward system, etc.)

8. BENEFITS AND RISKS
Benefits
 Attract a different crowd
 Exposure to a different clientele by
marketing cost differences
 Creating new ways for marketing by
adjusting with the modern generation
Risks
 Added expenses from extra marketing
tactics
 Fluctuation in sales by attracting one-
time customer
 Devaluing the product

9. FINAL RECOMMENDATIONS
 Keep up with social media promotions.
 Promoting a low risk deal.
 Ensuring enough staff is present.

10. REFERENCES
 Thompson, A.A. (1984). Strategies for Staying Cost Competitive.
Accounting. Harvard Business Review.