Memo
To:
From:
Group:
Date:
Re:
Renzo Rosso
Last name, First name (for individual submissions only)
Group name (for group submissions only)
Date
StyleLab Action Plan
Word count: 600 max
Executive Summary
StyleLab is key opportunity for Diesel because explain why StyleLab is an oppotunity for Diesel. To take
advantage of this opportunity the company should briefly outline the essence of the proposed action.
Situation Overview
StyleLab is key opportunity for Diesel because explain in greater detail why StyleLab is an oppotunity for
Diesel.
Action Overview
To take advantage of this opportunity Diesel should implement the following action plan.
Goal:
StyleLab’s main objective should be outline the main objective for StyleLab [(1) grow revenues by tapping
into the upper casual wear segment; (2) help keep Diesel at the forefront of fashion; (3) provide designers with
an outlet for experimentation]
Strategy:
 Outline the key aspects of StyleLab's strategy (e.g., target customers, competitors, and value
proposition). Outline the rationale for your decision; identify and address its potential drawbacks.
Tactics:
The brand architecture of the new product line should be as follows: Describe the relationship between Diesel
and StyleLab [(1) name both lines "Diesel" with a product descriptor (e.g., "Diesel's laboratory of style"); (2)
Diesel as co-driver (e.g., "DieselStyleLab"); (3) Strong endorsement (e.g., "StyleLab from Diesel"); (4) Weak
endoresement (e.g., "StyleLab, Inspired by Diesel"); (5) Acknowledged ownership (e.g., "If asked: StyleLab is
part of the Diesel Family"); (6) Independence (e.g., "If asked: StyleLab is not part of Diesel")] Outline the
rationale for your decision; identify and address its potential drawbacks.
Criteria for Success:
The success of the StyleLab should be measured based on Identify the criterion for success. [(1) StyleLab's
sales
revenues; (2) StyleLab's brand equity; (3) Diesel's sales; (4) Diesel's brand equity]. Outline the rationale
for your decision; identify and address its potential drawbacks.
Conclusion
The above analysis reflects our strong belief that the proposed course of action is the best approach to take
advantage of the identified opportunity to ensure the company’s long-term success.
Exhibits
The above analysis is supported by the attached exhibit(s) as follows:
Exhibit 1: ……..
Exhibit 2: ……..
Exhibit 3: Miscellaneous considerations