Introduction
The start of Ann Taylor began in 1954 by Richard Liebeskind in New Haven, CT., streamlining clothing for the high-class female niche sold in Ann Taylor (AT) stores. In 1995 Ann Taylor Loft was created to attract the younger more cost-conscious professional women incorporating a one-stop shopping environment with additional sizes, a more casual look to “widen market appeal and grow” implemented by the CEO Sally Kazaks.
Following the retirement of Chairman and CEO J. Patrick Spainhour, President Kay Krill was promoted to the position of CEO. Her initial goals were to “improving profitability while enhancing both brands”, “restoring performance at the Ann Taylor division and restoring the momentum at LOFT”.
By 2007 the global economy was going through difficult times, consumers buying patterns were changing, CEO Krill came up with a plan to restructure the business in 2008 focusing on three key areas—the evolution of our brands and channels, the reduction of our overall cost structure, and the continued pursuit of growth. (book)
Synopsis of the Situation
The focus will be a S.W.O.T. analysis combined with a balanced scorecard and control system to direct and …show more content…
Not including the unforeseen changes of the global economy effecting consumer behavior, with the huge amounts of marketing research data to collect and process from their loyal customers and to accurately measure brand performance with the combination of utilizing advancing technology along with predetermined specified parameters set within a balanced scorecard and the Logman model the CEO Krill can lead the multi brands of the Ann Taylor corporation into the future with the most accurate measurement tools and techniques as a guiding point of each brand’s performance estimation enabling tighter management
The start of Ann Taylor began in 1954 by Richard Liebeskind in New Haven, CT., streamlining clothing for the high-class female niche sold in Ann Taylor (AT) stores. In 1995 Ann Taylor Loft was created to attract the younger more cost-conscious professional women incorporating a one-stop shopping environment with additional sizes, a more casual look to “widen market appeal and grow” implemented by the CEO Sally Kazaks.
Following the retirement of Chairman and CEO J. Patrick Spainhour, President Kay Krill was promoted to the position of CEO. Her initial goals were to “improving profitability while enhancing both brands”, “restoring performance at the Ann Taylor division and restoring the momentum at LOFT”.
By 2007 the global economy was going through difficult times, consumers buying patterns were changing, CEO Krill came up with a plan to restructure the business in 2008 focusing on three key areas—the evolution of our brands and channels, the reduction of our overall cost structure, and the continued pursuit of growth. (book)
Synopsis of the Situation
The focus will be a S.W.O.T. analysis combined with a balanced scorecard and control system to direct and …show more content…
Not including the unforeseen changes of the global economy effecting consumer behavior, with the huge amounts of marketing research data to collect and process from their loyal customers and to accurately measure brand performance with the combination of utilizing advancing technology along with predetermined specified parameters set within a balanced scorecard and the Logman model the CEO Krill can lead the multi brands of the Ann Taylor corporation into the future with the most accurate measurement tools and techniques as a guiding point of each brand’s performance estimation enabling tighter management