E-Commerce
Strategic
Management
Analysis
By Group 24
About The Company
Founded by its namesake in 1993, Cath Kidston is a
distinctive British brand best known for its vintage
inspired prints and arrays of homeware and fashion
products .
Outstanding design, the brand is appealing instantly to
the world. Rapid growth has encouraged the company
to implement e-commerce, enabling better market
responses.
SWOT Analysis
Strengths
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No need of physical store
No geographic limitations
Low operation costs
Lifestyle Store 24/7
No standing queues
Specialisation
Better customer service
Robust supply chain management
Weaknesses
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•
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Virtual Quality
No direct interaction
Easily to compare and walk out
Availability is essential
Payment system is critical
Delay in receiving goods
Shipping cost can increase
product cost
SWOT Analysis
Opportunities
• Global exposure/expanding
• Strong B2B networking
• Trend towards internet shopping
Threats
• Privacy concerns
• Counterfeit
• Parallel import
Five-Forces Analysis
Supplier Power
Low
Buyer Power
Low
Competitive Rivalry
Medium
Threat of Substitution
Medium
Threat of New Entry
Medium
Key Strategic Decisions
‘s Blue Ocean
Vintage,
Durable,
Signature
+
+
Colorful Prints Branded Products
Design
Quality, Fashionable, Affordable, Unique
Key Strategic Decisions
‘s Blue Ocean
Key Strategic Decisions
Global Strategic Decisions
Products offered
Geocentric Schema
Markets
Worldwide
Entering Strategy
Foreign Direct Investment
Speed of Entry
Timing Right
Implementation Challenges
Political
Regulations, Control &
Tax Policy
Economic
Pricing, Exchange rate,
Credit Availability
Sociological
Language, Trends &
Preferences
Technological
System Flexibility &
Compatibility,
Logistic & Delivery
Conclusion
Cath Kidston has implemented e-commerce system
to support its rapid market expansion. E-commerce
provides considerable advantages leading to
significant costs saving, better customer services and
business operations.
E-commerce has some drawbacks, but those can be
overcome with little efforts.
Recommendations
More product pictures
FAQ & Customer Voice
Trust Ensuring Messages
Brand Loyalty Reinforcement
Promotions & Campaigns
Social Media & Mobile Technology
Group 24
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Ms. Aigul
Ms. Benjaluck
Ms. Canan
Ms. Carole Annick
Mr. Chandra
Ms. Comfort
Ms. Eda
Ms. Farmin
Tanirbergenova
Yuttisee
Ozen
Soup Magne
Singh
Nanga
Madikusno
Ahmed