Porter's Generic Strategies for La Senza
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Three Generic Strategies: Cost Leadership, Differentiation, Focus. Pursuing competitive advantage through Differentiation and Focus.
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Porter's Generic Strategies for La Senza
- 1. Porter’s Generic Strategies GROUP 2 JOEL CASAJE PICCI POSADAS VINZ RACELIS MANUEL UMALI La Senza…..where SEXY is an EVERYday thing.
- 2. SUYEN CORPORATION • Established in 1985. • Founder: Ben Chan • Flagship Brand:
- 3. LOCAL BRANDS
- 5. BACKGROUND •La Senza Corp based in Canada. •Limited Brands Corp. HISTORY •1990, 1st Store •300 Stores •487 Stores in 45 Countries. CONCEPT •Lingerie •Nightwear
- 7. • 28 year olds • Premium • Supermodels • Elite • Sophisticated women • 23 year olds • Fun • Young • Sassy • Experimental • Naughty • 15-to-22 year olds • University athletics • Tie-ins: MTV, Facebook, MySpace • Partnership: NFL team logos and names.
- 8. PORTER’S GENERIC STRATEGIES DIFFERENTIATION OVER ALL COST LEADERSHIP FOCUS
- 9. DIFFERENTIATION: • Fashionable • Sexy and Fun • Naughty • Experimental • Basic • Conservative • Basic Colors: Nude, Black, White • Classic • Conservative • Trendy • Functional
- 10. • 23 year olds • Fun • Young • Sassy • Experimental • Naughty • 28 year olds • Premium • Supermodels • Elite • Sophisticated women • 23 year olds • Fun • Young • Sassy • Experimental • Naughty • 15-to-22 year olds • University athletics • Tie-ins: MTV, Facebook, MySpace • Partnership: NFL team logos and names. FOCUS:
Hinweis der Redaktion
- La Senza, Victoria’s Secret, Pink: Lingerie, Nightwear Bath and Body Works: Bath and beauty products Henri Bendel: sells handbags, jewelry, luxury fashion accessories, cosmetics, fragrances and gifts
- Effective way to communicate to customers. Very aggressive store promotions Gives a reason to come back. Window Displays are changed every 3 weeks.