Marketing and Organizational Strategy & Implementation
Opportunity
This leading licensor of children's products faced an influx of competition in the children's licensed product market and sought to develop a marketing strategy to better position its licensing efforts in the retail marketplace.
Solution
LakeWest Group assessed the children's product market across the client's portfolio prioritizing emerging distribution channel and category opportunities while forecasting growth. LakeWest Group designed a new organizational model centered on more effective management of the properties and brands owned by the client. The impetus behind the new structure was a need to deliver greater service levels to licensees and retailers and ultimately provide higher-quality content and product to the end consumer.
Additionally, LakeWest Group developed an operational model enabling the client to collaborate across various mediums, including TV, publishing, and online. This model served to align the creation and development efforts for new properties and products, manage licensing efforts, and integrate marketing efforts.
Results
LakeWest Group's findings have created internal momentum and energy toward the emergence of a newly integrated approach to brand management at the client enabling this thirty-year-old evergreen brand to successfully enter the new millennium.
Business Strategy
LakeWest Group led the design and execution of the business strategy for a
380-store home furnishings chain. Accomplishments included the definition of
management's vision and business imperatives, redesign of the store operating
model, and development of functional implementation plans. Work included market
exit strategy and implementation plan that closed over 300 stores.
Concept Development
Engaged by a world-famous publisher with over 200 years in the business to manage the retail license relationship and retail brand position as licensee embarked on national store expansion.
Implemented a mail-order concept to test the emergence of an international bath and body products retailer into the U.S. market. Coordinated the development of initial catalog. Developed initial customer mailing list/database, identified system requirements, and selected software package to support mail-order business. Designed workflows/processes for customer order fulfillment, including order entry, order processing, interface for credit card authorization, warehouse setup, receiving/putaway, and warehouse orders.
Growth Assessment
Conducted a conceptual line of business assessment for a leading technology provider for its expansion into the global market. Major tasks included the review of current trends within the retail technology market, definition of strategy to achieve significant growth, development of a base case for investment analysis, and identification of the actions required to convert the strategy to implementation.
Opportunity Assessment
Conducted a comprehensive profit-improvement analysis for the largest art supply catalog and retail company in the U.S. Evaluated alternative growth strategies, identified opportunities in all aspects of the business, and presented recommendations.
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