project viva final
DESCRIPTION
presented version of 4th in peak performance.TRANSCRIPT
Harrington Collection:
Project VivaProtégé Consulting
Agenda
Analysis
Project Proposal
Implementation
To dedicate our team of executives and staff into providing fashionable apparel to women in the
United States while ensuring speed, quality, ethics, and maintaining good relations with our customers, suppliers and shareholders.
Harrington Collection: Mission Statment
StrengthStrong
branding, high
creditability, Customer
loyalty, high quality
WeaknessLate entrance into activewear
market, Management’s disagreement, low gross
margin
OpportunitiesOutsource, expand into other
markets,
ThreatsLow market
share,
SWOT
Porter’s Five
Rivalry
New Entrants:Operating Leverage,
competitive pricing, etc.
Bargaining power of CustomersExisting Competition, Demand elasticity, Quality and existing
differentiation
SubstitutesIdentifying different
substitutes and market share, market size
SuppliersSRM Systems, etc.
Substitute Suppliers,
Porter’s Five
RivalryBargaining power of
CustomersExisting Competition, Demand elasticity, Quality and existing
differentiation
SubstitutesIdentifying different
substitutes and market share, market size
SuppliersSRM Systems, etc.
Substitute Suppliers,
Porter’s Five
Rivalry
New Entrants:Operating Leverage,
competitive pricing, etc.
Bargaining power of Customers
Existing Competition, Demand elasticity, Quality and existing
differentiation
SuppliersSRM Systems, etc.
Substitute Suppliers,
Porter’s Five
Rivalry
New Entrants:Operating Leverage,
competitive pricing, etc.
SubstitutesIdentifying different
substitutes and market share, market size
SuppliersSRM Systems, etc.
Substitute Suppliers,
Porter’s Five
Rivalry
New Entrants:Operating Leverage,
competitive pricing, etc.
Bargaining power of Customers
Existing Competition, Demand elasticity, Quality and existing
differentiation
SubstitutesIdentifying different
substitutes and market share, market size
Division Product Line Focus
Classification
Retail Price Range
Target Range
Competition Market Share
Harrington Limited
Designer collection
designer $500-1000+
Sophisticated Elegance
St. John 20%
Sopra Evening wear
Bridge $400-800 Status seeker
Kay Unger New York
5%
Christina Cole
Career wear
Bridge $300-700 Office Chic Tahari 8%
Vigor Career wear
Better $150-500 Trend Setter
BCBG Max Azria
7%
Harrington Manufacturing Divisions
Objective
NOWLow market shareLow profit growthLow competitive
advantageSlow adaptation to
market
VISIONHigh market shareHigh profit growthHigh competitive
advantageFast adaptation to
marketSatisfied Customers
Loyal suppliers
Project Viva
Loyal Customer Base Leverage on Vigor’s existing brand High speed via pull tactics
Project Viva: Competitive Advantage
Focused market
Broad market
QualityHarringtonCollection Viva
Price
Project Viva?
Harrington Collection
Viva
To enter the Women’s Activewear market
Division Product Line Focus
Classification
Retail Price Range
Target Range
Competition Market Share
Harrington Limited
Designer collection
designer $500-1000+ Sophisticated Elegance
St. John 22%
Sopra and Christina Cole
Evening wear and Career wear
Bridge $300-800 Status seeker and Office chic
Kay Unger New York , Tahari
15%*
Vigor and VIVA
Career Wear and Active wear
Better $40-500 Trend setter and active living seeker
BCBG Max Azria and Juicy Couture
11%**
Harrington Manufacturing Divisions after introduction of VIVA
* Made available at company stores** After intro of VIVA
Alternatives to Project Viva
Short-term profit Brand health
Initial Investment
Profitability Index NPV
Market Share increase
Viva under Vigor good good 12.7m 0.55 6.98m 11%
Viva not under Vigor good neutral 26.6m 0.09 (6.45m) 4%
No Viva bad bad null null 0 0%
Financial Plan: Expected NPV = $6.98m Marketing Plan: Pull tactics HR Plan: Cut costs
Project Viva: Scope
Investment: $12.7m Expected sales: 6m “units”/year Expected lifetime: 15 yearsβ=1.35 Discount rate, CAPM:
r = .03 + 1.35(.15-.03) = 19.2%
Expected NPV = $6.98m
Project Viva: Financial
Positive NPV, resources available. Increase plowback ratio to allow more such brand
expansions Increase awareness of NPV rule internally
Viva: Financial Plan
Start Up Costs
Start Up Costs Pants Plant 1,200,000.00
Start Up Costs 2,500,000.00
Equipment Pants Plant 2,000,000.00
Equipment Hoodie and Tee shirt Plan 2,500,000.00
Launch - PR Advertising 2,000,000.00
Fixtures for Company Stores (50,000 * 50 stores) 2,500,000.00
TOTAL START UP COSTS 12,700,000.00
ANNUAL deprciation start up costs (straight line) 2,540,000.00
Annual Ongoing Operating Costs —Fixed:
Overhead Pants Plant 3,000,000.00
Overhead Hoodie and Tee-shirt Plant 3,500,000.00
Rent Pants Plant 500,000.00
Rent Hoodie and Tee-shirt Plant 500,000.00
Management/Support 1,000,000.00
Advertising 2,000,000.00
Total Fixed Operating Costs 10,500,000.00
Direct variable costs: Hoodie Tee-shirt Pants
Sew and Press 3.25
2.00
2.85
Cut 1.15
0.40
0.70
Other Variable Labor 3.20
2.40
3.05
Fabric 9.10
2.20
7.50
Findings 3.85
0.50
2.30
Total Direct Variable Costs 20.55
7.50
16.40
Direct variable costs translated into "unit" cost Hoodie Tee-Shirt Pants
20.55 x 0.5 7.5 x 1.5 16.4 x 1 10.28
11.25
16.40
Indirect variable costs
Wholesale "unit" price
95.00 total variable costs as % of whole sale price 9.09%
Indrect variable costs per "unit"
8.64
direct variable costs per "unit"
37.93
indirect variable costs per "unit"
8.64
Total variable costs per "unit"
$46.57
Contribution
Wholesale price per "unit"
95.00
less total variable costs per "unit"
45.57
contribution per "unit"
$49.43
Breakeven
fixed annual costs
$13,040,000.00
(divided by) contribution per "unit"
$49.43 in each of the first 5 years
(equals) breakeven units
263,807
Profit margin
Revenue
$39,900,000.00 * Contribution
per unit
less fixed annual costs
$13,040,000.00
less total variable costs
$19,559,400.00
Profit before tax
$7,300,600
Sales Projections to Macroeconomy
1 2 3 4 5 6 7 8 9 10 11 12 13 14 150
2
4
6
8
10
12
Sales, optimisticSales, realisticSales, pessimistic
Sale
s, m
illio
ns o
f uni
ts
Years
Situation AnalysisOptimistic Realistic Pessimistic
C_0 (12.70) (12.70) (12.70)C_1 4.38 3.65 2.92C_2 4.38 3.65 2.92C_3 4.745 4.015 3.285C_4 5.11 4.38 3.65C_5 5.11 4.38 3.65C_6 5.475 4.745 3.65C_7 5.84 5.11 4.015C_8 6.205 5.475 4.015C_9 6.57 5.84 4.38C_10 6.935 5.84 4.38C_11 7.3 5.84 4.015C_12 5.84 5.11 3.65C_13 5.84 5.11 2.92C_14 5.11 4.38 2.92C_15 4.38 3.65 2.92Situational NPV $10.33 $7.23 $3.31 *Probability 0.3 0.4 0.3= $3.10 +$2.89 +$0.99 =NPV of project
@ 19.2% DCF = $6.98m, Risk: Beta=1.35
Pull tactics: Investment in market research◦ Focus groups◦Web-based consumer behavior monitoring
Advertising◦ Cut back on nation-wide advertising◦ Increase product endorsements
JIT Leverage on existing customer base for short-term Expand into new markets for long-term
Viva: Marketing Plan
The way it is: Push
Branding
Product
Design
Buying
The way it should be: Pull
Branding
Product
Design
Buying
Market Research
JITResponding to market
demand
Short
Lead
Times
Just in TI
MEReliability, internal communication,
CRM, SRM Systems
Mexico!
Life cycle of a fad design
Time, 1 month/increment
Sales Quantity, 1 m
illion/increment
Life cycle of a fad design
Time, 1 month/increment
Sales Quantity, 1 m
illion/increment
Viva Athletic WearThe Trend Setter
Competition from ourChinese friends
Target MarketPulling the JIT:
Working for our customers, not our designers
Viva Aura (perfume) Viva Crown (jewelry) Viva Diva (makeup) Viva Bra (lingerie) Viva Java (tabloid magazine)
To leverage on the existing loyal customer base Low risk
Selling the lifestyle
Products ‘sell themselves’∴ Cut back on excessive sales training Reduce “attractive” commissions Improved Horizontal Communication Diversify Reward innovation and foster idea champions
Human Resources
Appeal to customers’ values◦ Allows for charging a premium
Green energy solutions Project SHAL◦ Sustainable, Healthy, Active Living
Innovation and sustainability
Long-term abstract Intangible returns Ethical practices Lifestyle Integrated Branding◦ Cork floors◦ Recycled Receipts◦ Customer interaction◦ Extended offers for personal health products
Project SHAL SHAL
The other brands Harrington Limited◦ Cash Cow
Christina Cole & Sopra◦Merger
Vigor◦Maintenance of slow growth
Merger of Sopra and Christina Cole “Bridge” Same target market Cut costs, free up resources Similar market share “The status-seeking office chic”
Objective
NOWLow market shareLow profit growthLow competitive
advantageSlow adaptation to
market
VISIONHigh market shareHigh profit growthHigh competitive
advantageFast adaptation to
marketSatisfied Customers
Loyal suppliers
Project Viva
WBS
Risk Mitigation
Gantt
Implementation Cube
WBS
Project Viva
MarketingJIT, Pull
Customer Relations
MIS
Even faster lead time
Lifestyle selling
Introduction of Viva sub-brandsProject SHAL
HRCut costs
Decrease commission Decrease training
FinanceIncrease share price
Issue more stocks Increase Plowback Ratio
Gantt Chart: short term
2008 Q1 Q2 Q3 Q4
MarketingMarket Research Viva reception
Viva full launch
Finance Project Approval
10% increase in share prices in PVGO
HR/InnovationCut commission Diversification
Sustainability ResearchGreen initiatives
Gantt Chart: long term
2008 2010 2012 2014
Project Viva Enable JIT Lifestyle branding R&DAggressive promotions
Project SHAL Green initiativesCustomer appeal
Finance10% increase in share price
5% increase in Equity
10% increase in Equity
Risk: Decision TreeProject Viva
small initial steps
Good reception
Merge CC and S to free up resources
Open exclusive Viva stores
Bad reception
Mitigation:Re-brand
Objective
NOWLow market shareLow profit growthLow competitive
advantageSlow adaptation to
market
VISIONHigh market shareHigh profit growthHigh competitive
advantageFast adaptation to
marketSatisfied Customers
Loyal suppliers
Project Viva
Q?
Cora Lam June Kim Johnny Dewan
Protégé Consulting
Thank you