Talesma initial analysis

TALESMA

The Opportunity

� Limited styles

� Outdated design

� Handmade

� Customised

Simple

Talesma

� Simple

� Elegant

Beginnings

� B2B

� Bridal retailers

� Five customers in first semester

Talesma

� Key success factors:

� Uniqueness

� Customer focused

Beginnings

� Close to retailers.

� Personally approach.

� Catalog with pictures and descriptions.

� List of prices.

Talesma

� List of prices.

� Samples.

� Personalized letter.

� Second sales call.

PursePurse with

applications

Price & Costs

Talesma

Price 70 € 90 €

Time (20€/hour)1,5 hours 2,5 hours

Materials

9 € 15 €Cardboard box

Cotton padding

Target Market

� Women 30-60 looking for:

� Quality

� Originality

Competition

� Other retailers

Talesma

� Originality

� Design � Department Stores

Goal

Talesma

8,000 €/coming semester

The future

� Stay current.

� Continue innovation.

� ∆ target market:

� Second collection.

Talesma

∆

� Second collection.

� Non-bridal retailers

The future: Distribution

� Non-bridal retailers

� Watch current retailers

� XX% less price


Talesma


� Reorder problems

� Discounts, incentives, newsletters ??

� Shows

� High cost

� Notoriety, income increment

� Online: Web developer

The future: Ad & Promotion

� Shows

� High cost

� Notoriety, income increment

� Newsletter

Talesma

� Newsletter

Marta’s Challenge

� Target market selection.

� Product line improvements

� Distribution

Talesma

� Distribution

� Promotion

� Pricing

Sales Units (aprox)

Purse (40% aprox. total sales) 800 12

Purse with app (60% aprox. total sales) 1,200 13

Total Sales 2,000

Cost of Goods Sold

Purse 468

Statement of Results (6 months)

Talesma

Purse 468

Purse with application 845

Cost of Goods Sold 1,313

Gross Profit 687

Operating expenses

Supplies 300

Start-up Costs 500

Total Operating Expenses 800

Profit --113

Procedure

� Assessing Internal Capabilities.

� Industry Analysis.

� Customer Analysis.

Competitive Analysis.

Talesma

� Competitive Analysis.

� Decisions (product, price, promotion, place, operations)

� Budget

� Business Model Canvas

Assessing Internal Capacities

� Marketing

Strengths Weaknesses

• Marta’s recognition of the value in building a brand.

• Professional approach to sales call

• No advertising and promotional activities outside direct sales calls to retailers.

Talesma

• Professional approach to sales call (product catalogue and samples, follow-up calls)

• Value-added packaging.• Bridal retailers provide access to a

large customer base.

retailers.• Retailers demand high margins.


� Operations


• Marta’s unique skill.• Ability to offer custom orders.• Short production cycle.

• Time limitation. Marta cannot be dedicated fully to designing and creating purses.

Talesma

� Finance

• Short production cycle. creating purses.


• Low material and overhead costs.• Willingness to dedicate all

available funds to expanding the business.

• Limited financial resources.


� Human ResourcesStrengths Weaknesses

• Marta’s experience in the bridal industry.

• Marta’s limited knowledge of the retail industry outside bridal and party.

Talesma

� In summary:� Talesmais well positioned for future growth and

profitability.

� Talesma will be restricted by:� the time Marta has available to devote to the business.

� Limited financial resources.

Industry Analysis

Opportunities Threats

Economic Influences

• Marriage rates remain steady.

• Bridal industry is highly seasonal.

• It is a non-essential purchase, it is vulnerable to downturns.

• Advances in plastics and

Talesma

� Company can look forward to a fairly safe operating environment with few significant threats.

Technological• Advances in plastics and

other synthetic materials will keep material costs low.

Social• Consumers are willing to pay

a premium.

• Rapidly changing trends.• Need to continuously

introduce new styles

Customer Analysis

Retailers End consumers

Bridal and Non Bridal Bridal Non-Bridal

Who are they? SMEsBridesmaids, wedding attendants.

Females aged16 to 30 fashion-conscious and disposable income.

Variety, quality,

Talesma

What do theywant?

Variety, quality, reasonable prices, fast-moving inventory, order flexibility

Modern looking styles, variety, reasonable prices, custom orders.

Costume purses, unique styles, modern designs, reasonable prices.

Where do they buy?

Sales reps, trade catalogues, trade shows

Department and chain stores, bridal retailers

Fashion boutiques, chain stores.

Why do they buy?

Consumer demand TraditionImpulse purchase,fashion accessory, gifts.

How are they influenced to buy?

TrendsUnique styles, word of mouth, referrals.

Fashion trends, friends.

Competitive Analysis

Direct competitors Independent and corporate costume purses producers who sell to retailers.

Indirect competitors

Chain stores, department stores, independent retailers, online vendors.

A small producer similar to Marta may duplicate Talesma’s styles, product

Talesma

Threats

A small producer similar to Marta may duplicate Talesma’s styles, product offering and pricing.Non bridal retailers may offer lower prices and competitive return policies.Larger business will have more financial resources.

OpportunitiesHand-made purses vs mass production offer better quality and unique designs.Ability to offer custom orders.

Competitive Reaction

Purses’ producers may offer lower prices, better sales terms or purchase incentives.Little reaction is expected from large producers since Talesma is not significant.

Procedure

� Assessing Internal Capabilities.

� Industry Analysis.

� Customer Analysis.

Competitive Analysis.

Talesma

� Competitive Analysis.

� Decisions (product, price, promotion, place, operations)

� Budget

� Business Model Canvas

Talesma initial analysis

Education

Transcript of Talesma initial analysis