This Presentation is all about of American Retail Co. named as The Limited Brand. The focus area of this presentation is to make understand about the Supply Chain Management problem which the company have faced in 2002 and how they have solved their problem with the help of a software company.

1. LIMITED BRANDS CONSOLIDATES ITS
SUPPLY CHAIN MANAGEMENT
PREPARED BY:
KARAN

2. INTRODUCTION
• American fashion retail business in Columbus, Ohio
• 3700 Stores, divided among seven retail brands
LIMITED BRANDS
Victoria’s Henri
Secret Bendel
Express Barn
Bath & Body C.O. The Candle Co.
Works Bigelow Limited

3. HISTORY
• 1963 - Established
• 1969 - Went public with five stores
• 1976 - Development of large malls spurred Limited’s
growth to 100 stores
• 1978 – Acquisition of Mast Industries
• 1980 – The company opened Express
• 1982 – Purchased Lane Bryant (Plus-Size) and
Victoria’s Secret
• 1985 – Bought, The Lerner Stores and Henri Bendel
• 1988 – Bought sportswear retailer Abercrombie &
Fitch
• 1990 – Bath & Body Works

4. HISTORY (CONT.……)
• 1993 – Closed many of the stores & entered into UK
market
• 1995 – Some units sold to public
• 1996 – A&F (Hoover’s Online) was sold
• 1997 – 1998 – Company closed more than 300
apparel stores
• 1998 – Launched White Barn Candle Co.
• 2003 – Sold its all stake of Lerner
2006
CASE

5. PROBLEMS
 Operations were not always running so smoothly
(Supply Chain)
• Traffic Jam of 400 trailers (Capacity was 150 trailers)
Blocked a main Highway
• Planning System was crashed
• Improper Communication
• Lack of data - No one had any knowledge of the
origin of inventory or where it was going
• Acquisition

6. SOLUTIONS
• The Limited designed supply chain to begin and end with
customers
• LLS (Limited Logistic Service)
Supplier
Manufacturer
Distribution
Network
End User

7. SOLUTIONS (CONT.….)
Hired Tibco Software
OSCAR
Booking information Module (BIM)
Application Programming Interfaces (API’s)
Enterprise Resource Planning (ERP)

9. Q. Analyze Limited Brands using the competitive
forces and value chain models. How supply chain
management related to the company’s business
strategy?
Ans.

10. Q. Describe the supply chain management
problems encountered by Limited Brands in this
case. What was their business impact?
Ans. Climaxed in 2002
• 400 trailers instead of 150
• Logjam created the catastrophe
• Growth was due to of acquisition
• The acquired companies had their own supply
chain
• There was no way to ensure proper coordination

11. Q. What management, organization, and technology
factors were responsible for these problems?
Ans.
 Management
• Decisions to acquire company
 Organization
• People did not know what was going where and
when
• Operating blindly
 Technology
• Integrated Brand Delivery

12. Q. How did Limited Brands solve these problems?
What management, organization, and technology
issues were addressed by the solution?
Ans. Revolutionized their supply chain software
 Management – Limited Logistics Services
launched several programs in attempt to ease the
supply chain problems
 Organization - Limited Brands united their entire
information operations under one entity called
Limited Technologies Services
 Technology – Contracted Tibco to create a global
SCM
• Enabled OSCAR

13. CONCLUSION
• Information system along its supply chain had to be
modified to accommodate changing strategy
• 1985-1992 – Growth Rate of 16.4%
• 1992-1995 – 4.4%
• 2003 -2004 – 5.8% ($8,845 mn to $8,934 mn)
• Present Mkt. Cap - $16.72 B