• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month
  1. 1
  2. 2
  3. 3
  4. 4
  5. 5
  6. 6
  7. 7
  8. 8
  9. 9
  10. 10
  11. 11
  12. 12

Skinclad Ltd - overview and recommendations

Extracts from this document...


Skinclad Ltd To: Mr Frank MD, Skinclad LTD From: XXX Marketing Consultants Subject: Courses of Action Date: 19/12/2003 1.0 Executive Summary Skinclad Ltd is a business-to-business manufacturer of high quality leather, suede and sheepskin men's full-length coats and jackets. The company has been established in the UK leatherwear market for twenty-five years, which in 2000 was valued at approximately �2.5m but has since dwindled due to economic changes. Skinclad sell their garments through Modal Fashions, a fashion retail chain, who have outlets throughout Europe. Since 2001 Modal have reduced their contract quantity to 25% and negotiations have become more difficult, with Skinclad only getting a profit return per garment as low as �1 on certain styles and being forced into two days a week production. Skinclad failed to secure a contract in 2001 to export through an overseas warehouse selling garments to the Scandinavian market. Skinclad are now working at breakeven levels in production and working within a �80,000 bank overdraft. Skinclads lease of premises is also due for renewal at the end of the year. This report aims to aid Skinclad in becoming more marketing orientated and in doing so will: * Review the micro and macro-environmental likely to impact upon Skinclad's in the long term * Identify internal factor's of the company where there maybe problems * Indicate marketing relevant courses of action In becoming market ...read more.


Skinclad's Assumed Structure of Hierarchy 3.2 Money Skinclad are working around break even levels, a bank overdraft of �80,000 and reduced credit levels from suppliers. Their financial assets only seem to be machinery and stock, if any, which means that their options for securing loans are minimal. The need and use of the personnel needs to be revised and to cut costs redundancies may be necessary. 3.3 Materials Skinclad's main materials are leather, suede and sheepskin. It is not known who their suppliers are but if Skinclad needed to increase production they may find it a problem in getting supplies on credit. Skinclad are producing high quality products, which according to the price continuum (R.Wright, 2004) means they are selling at a high price. This indicates that the materials bought may also be very expensive. Skinclad need to see if they can find a cheaper supplier or if new materials are being developed such as fake leather products (lammy). 3.4 Machines If money was available Skinclad can bring in more machines so as to increase production from 400 garments per week to a possible 1000. Firstly the current machines need to be evaluated to see if they are efficient enough. If not Skinclad need to see if new, more efficient and maybe cheaper production techniques can be implemented. ...read more.


The company needs to find out what is in fashion around Europe. Skinclad's market is generally a seasonal market as leather coats or jackets are generally bigger and more padded and used for colder weather. This means that they should try and make their products available to countries of colder climates, which they initially failed to do in selling to Sweden and Norway. The Scandinavian and Eastern European markets would be an ideal place to negotiate contracts as their climates are a lot colder throughout the year. Skinclad could also look to introduce women's outer garments as well. This could double Skinclad's target audience. Research into womens wear would need to be undertaken in considering designs. This at first could be costly but would broaden Skinclad's customer base. When going through research and development, Skinclad needs to find out exactly what its customers are looking for. Skinclad at this moment in time does not seem to have any customer care values or any after sales service. These would be fundamental steps towards becoming a more market and customer orientated business. Skinclad needs to work with its customers like Modal Fashion to see if they can make the processes of manufacturing, packaging and distributing their product as easy as they can. Marketing the company as an all round service than just a producer of leather, suede and sheepskin garments will enhance the reputation of the company and create a better relationship with its customers. 6. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing and Markets section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing and Markets essays

  1. Introduction to the fashion Industry report

    I have included these in my file; they contain colour forecasts and reviews of the shows including yarn shows and Pure in London. To help make an accurate prediction the forecaster has to consider what was popular last season, as the basic shapes does not change that much from season to season.

  2. Strategic Marketing Report - Virgin Trains

    The times that they move would stereotypically not be until the afternoon once their awake but more research into this would be beneficial. A good way of getting to students would be by text messages since most own a mobile and they use the SMS a lot.

  1. Marketing Plan for the Targe' Full Service Spa Salon

    The two promotion approaches to be utilized for the Targe' Salon will be the AIDA approach combined with the pushing approach. AIDA will be the primary approach to accomplish the goals signified by its name: A - to draw the attention of potential clients I - to hold the interest

  2. Analysis of the current strategic situation facing Marks & Spencer.

    With modern manufacturing techniques consumers are expecting high quality even at this low cost. Buyers expect a minimum standard and a market aggregation situation has developed. The large number of substitute products in the market today also helps makes it this highly competitive environment; there are many other retailers competing

  1. I have been asked to produce a marketing strategy for an existing or new ...

    It does not take things like the type of product, what market it is in or how old the product is. This means that the Ansoff matrix is not giving the full picture of the product. I have also used the Boston matrix which was very useful when I was making my marketing stradegy.

  2. Produce a marketing strategy for a new or existing product

    Fortunately, the stars should pay their own way. It is also important to identify the dogs and cut them out. Products in the top half of the Boston Matrix are in the earlier stage of their product life cycle and so are in high- growth markets.

  1. This coursework entitled "Marketing" is about creating a marketing strategy for a new or ...

    It is psychologically right as it has been proven people will pay this in the past, it is similar to competition such as BMW and it has not used unsuitable pricing methods such as predatory pricing. Also, the A6 is price inelastic so a higher price (these prices are up 1% from the old A6)

  2. Marketing Management

    However, with the reduction in employment levels and the restrictions which are followed by the increase in the minimum wages has been the major factors which had happened in the past twelve months. The increase in the prices of minimum wages had a cascading effect on the profitability and operability of Starbucks in the United Kingdom.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work