Customer and Talbot Essay

1151 Words Jun 10th, 2013 5 Pages
What went wrong in 1997? Was it flawed strategy or execution?

The problem with Talbot in 1997 seemed to be partially from both flawed strategy and execution. The first reason why I think their strategy is flawed is because they didn't think about the effects the new strategy would have on it's existing customers. Talbot failed to clearly define their target audience. If they could have just secured their best customers and let go of other customers Talbot could have avoided this incident. By just focusing on its core customers and serving them better Talbot could have made more profits. What Talbot did was they wanted to expand their customer base and target young hipper crowds. By doing so it apparently defected their core customer to
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Thirdly Talbot made sure that everyone in the organization understood who their core customers were and committed to serve them better. Finally they reached out to core customers through focus groups and personal attention.CEO Zetcher promised Talbot would bring back the classics. Talbot wrote letters to their top 100,000 customers to check out their stores for newly returned classics for fall of 1998. They also offered these customers scarf as a compliment when they visited their store. Talbots also did a lot of advertising through television and print media. Not only did Talbot work at a corporate level to fix this issue but also the sales associate worked harder to build long term relationships with their customers.
Who was Talbot’s customer? How does Talbot’s store operations and supply chain support that customers?
Majority of Talbot’s customers were in the age range of 35-55 and they had an above average household income. Their customers were very loyal to the brand and paid full price for their purchases and were repeat customers. Some of these customers have shopped with Talbot for much of their 50 year history. Talbot had a very strong customer orientation and did what is right for the customer. They offered their customers with unconditional guarantee and would take back merchandise with no time limits and exceptions. With this unconditional return policy majority of their customers were

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