Marketing Intelligence analysis on designer clothes brand Chloé. Presented as part of the Marketing Strategy compulsory module in the MSc in International Management at the University of Exeter, England on December 2nd, 2009. Marked with a Distinction.

1. Marketing Strategy - Designer Clothes Chloé Chloé

3. Environmental Analysis

4. Strategic Capability

5. SWOT

6. Future Strategy

7. Management & Control

9. Marketing Strategy - Designer Clothes Chloé Chloé

10. Marketing Strategy - Designer Clothes Chloé Chloé

11. Marketing Strategy - Designer Clothes Chloé Chloé

12. Marketing Strategy - Designer Clothes Chloé Chloé

13. Marketing Strategy - Designer Clothes Chloé Chloé

14. Marketing Strategy - Designer Clothes Chloé Chloé

15. Marketing Strategy - Designer Clothes Chloé Chloé Enthusiastic, striving, upper class female consumers between 18 and 45 years old, university educated, residing in urban or suburban areas. Regardless of race, nationality and religious background.

16. Marketing Strategy - Designer Clothes Chloé Chloé Future Strategy Positioning Statement We want to provide the experience of high status, elegance, sensuality, romanticism and sophistication by selling the most luxurious and stylish ready-to-wear clothes and accessories available to the most fashion-conscious women around the world.

18. Recover sales levels registered prior to the recession in the next 18 months.

19. Reconsideration of creative direction after 2010 Spring / Summer collections.

20. Increase brand awareness in all markets by 15% in the following 12 months.

21. Careful selection of events sponsorship and celebrities.

23. Five-year plan to reduce the price and segmentation gap between ‘Chloé’ and ‘See by Chloé’ .

24. Devise loyalty schemes:

25. With approved retailers.

26. With final consumers.

27. Enter markets in developing economies with proved high-end consumer segments:

29. GDP growth at a 3.00% rate approximately. Expected recovery by the end of 2010.

30. Inflation of 2.4%.

31. Trade surplus.

32. Strong financial institutions and wide access to credit.Source: CIA – The World Factbook

34. High level of foreign trade

35. Strong financial institutions and sound economic policy.

36. FDI has increased fourfold over the past 5 years.

37. GDP growth at a 5.31% rate prior to the recession.

38. Expected growth of 4% by the end of 2010.Source: CIA – The World Factbook & http://www.bcentral.cl/eng/

40. Raise brand awareness by 50% in target segments.

41. Introduce the brand with a shop-within-a-shop concept.

42. Year 2

43. Introduce brand loyalty schemes like direct marketing and customization in the hand bag product line.

44. Year 3

46. Sales and profitability analysis.

47. ROMI.

48. ROSI.

49. Points of Sale Control

50. Human Resource Management: Turnover rate.

51. Processes: Supply chain management.

52. Comparing to industry benchmarks.