Strategic Planning Paper Of OshKosh B’Gosh

STRATEGIC PLANNING PAPER

 

Introduction

            Each and every firm and business are affected by various business factors in terms of their organisational performance.   These business factors are considered as the external factors and elements that determine failure and success of an industry.  In order have a competitive edge over their rivals in the marketplace; the management must be able to set strategic planning. Principally, the main goal and aim of this report is to discuss insightful details about various aspects and elements in the external environment of the chosen firm or business and analyse its approach to provide strategic planning which the company management can use over the years. This paper opted to consider the “OshKosh B’Gosh”, a firm or business that provides various designs of clothing and apparel for children in different parts of the global market.

Task 1a. Strategic Overview

            OshKosh B’Gosh is noted as one of the global favourites/desired and preferred designer for clothing and apparels for children and infants. Additionally, OshKosh B’Gosh is also regarded and recognised because of the quality of the materials used clothes which has been designed with durability and the uniqueness of the fashion sense of its clothes.  The firm or business considers online strategic planning as part of their strategic management approach their online stores (The Kids Window), which enable the firm or business to distribute and provide their clothing and apparels in the UK and European Market.  The main objective of the firm or business is to be able to provide produce and distribute new and modern styles and designs of clothing products for infants and children in various nations worldwide.  This kid’s apparel and clothing firm or business has been recognised because of their approach in offering different clothing and apparel designs which are exclusively made for each country’s preferences as well as needs.

The core competency of this firm also signifies its competitive position and advantages. In the case of OshKosh B’Gosh, one of these core competencies is its employees, specifically the fashion designers and stylist who are very creative in providing the needs of their target market. Talent and skills are among the most essential and significant elements apparel and clothing firm or business should look for in their staffs. Through these, the OshKosh B’Gosh will be able to achieve its mission statements and vision. Other essential and significant core competency of OshKosh B’Gosh is in line with their distribution channels. Through their distributors, the firm or business is able to enter foreign markets like European, Asian and specifically UK market and establish greater national coverage. And finally, the brand name of OshKosh B’Gosh is also considered as significant and essential and valuable core competencies.

 

 

 

 

 

 

 

 

 

 

 

 

            The company strategy has been provided from the top department and disseminated among the lower level employees. Herein, the CEO of the company is the ones making the decision along with each department. The sales manager is responsible for ensuring good customer relationship and ensuring that the company’s sale is developing. Such objective can be achieved by considering new strategies that will help the business become more competitive in the marketplace.  Human resource department are the ones responsible for recruiting and selecting the most appropriate employees for specific function in the organisation.  Audit and accounting department are the ones responsible for managing the financial resources of Oshkosh B’Gosh. Store managers and sales managers are those responsible to ensure the marketability of the products offered by the company while research and IT department along with the fashion designer are the ones responsible in identifying the latest trends in terms of fashion design and apparel industry. The fashion designers are responsible in the aesthetic and distinctive design of the products offered by Oshkosh B’Gosh. 

Task 1b: Strategic Focus and Plan

l  Firm or business Vision

For firm or business like Oshkosh B’Gosh, it is their vision to utilise all their resources as well as skills to generate and create new products and provide quality services which will establish quality apparel and clothing products for kids and infants. The operations of the firm or business’s brand are supported by its dream of having competitive business in the global market.

l  Problem Identification

It can be said that the establishment of OshKosh B’Gosh enables the firm or business to reach various clients all over the global. Although, OshKosh B’Gosh is becoming more popular in UK and global market, there are still problems on how to increase the firm or business’s competitiveness. One of the main issues concerning OshKosh B’Gosh is in need of enforcing good strategic planning and promotional approach through advertisements. Because of some internal reasons, OshKosh B’Gosh at some point lacks the ability to promote their firm or business well in the market. 

In addition, strengthening the competitiveness of the firm or business more is also an issue to be considered. Because of the emergence of the competitors, the end result is Hong decreasing recognition of the firm or business. In this issue, the firm or business must also find ways on ensuring that target market will always be loyal to the products.  Another issue that must be given attention is to provide diversified products which will cater the needs of other clients.

Construction of Management Strategy

OshKosh B’Gosh has indeed experiencing a number of concerns which needs to be immediately addressed. Although this apparel firm or business is considered as competitive in the previous years in the UK and global market, transformation and changes are clearly necessary. For this reason, the management of this apparel firm or business for kids should be able to develop new strategy that will enable them to sustain competitive advantage.

1.    First Option

Management Approach to deal with clients and society

Herein the management can consider implementing customer relationship management approach to achieve the highest degree of satisfaction to all their target audience with all their different sections as well as the community brackets by meeting their client’s needs as well as living up with their expectations.

2.    2^nd Option

Management strategy for enhanced leadership approach

Stabilising the concept as well as the and the culture of leadership by attracting and building leaders characterised by strategic efficiencies and operational dynamism as well as developing, preparing and enabling the management and the employees to lead the strategic transference trip to reach the quality performance is also essential and valuable for the company to survive in all the challenges that they encounter. \

3.    Third Option

Enhancing Marketing strategy and communication approach

Accordingly, investment in an organisational culture which builds the gap of transparency, communication and trust to the internal and external environment of the company and all the clients in a way of attaining marketing promotion will be the structure of this strategy. In addition, this also aims on enhancing the reputation and stabilise the existence of the company.

 

To review the potential strategy that the company will consider the following are the considered criteria for its selection:

• A strategy that will help the company create a better and diversified clothing and apparel products not only for kids and infants but also for adults.
• A strategy that will help the company apply a new strategic planning communication approach to promote the business portfolio
• A strategy will enable the company to have appropriate performance standards to make sure that competitiveness of OshKosh B’Gosh will improve.

 

By and large, based on the criteria provided and the arguments stated on each of the proposed new management strategy, it can be said that the third option will be suitable for the company to solve their problems and to ensure that the company will be able to enhance their marketing approach and promotional strategy.

Task 1c.  Agreed Strategy

      With the given objectives statement above, it can be agreed that the strategy of the company should be to have a new marketing and communication strategy approach to promote the business efficiently in the market.  It can be said that such strategy would be most efficient strategy for the strategic plan of Oshkosh B’Gosh.  For this marketing strategy, the following approach will be considered.

A. Product Strategy

The product strategy for this company will include matching the products of the company with the needs of the clients. In addition, another product strategy as part of the new marketing and communication approach is the extension of the fashion as well as innovation in the market leadership by being aware with the trends in the consumer demand or buying behavior. This strategy also aims in the development of the leading positions in all major markets by adjusting competitive stance which is committed to the aim of the strategic planning to excel and best other brands accelerating revenue growth and focus on selected consumer group,

Herein, the marketing department will also initiate product development strategies by marketing their existing apparel and children clothing products in a new market, exporting their products in various region in the global market and thereby advancing opportunities of increasing their market penetration and market share through the Oshkosh B’Gosh clothing line.

B. Distribution Strategy

In the international market, both domestic and global for apparel are characterised can consider the use of here dominant patterns as shown in the schematic diagram below (Figure 1). Approximately 70-80% of the garments in the market environment are distributed in the chosen market through Pattern A through the product distribution chain and interchanges between the textile manufacturers like Oshkosh B’Gosh and retailer to the clients.

 

Figure 1. Distribution Patterns Apparel Products

 

 

 

C. Price Strategy and Promotion

Enterprise that capitalise on clients' active participation in organisational activities can gain good advantage through greater sales volume, enhanced operating efficiencies, positive word-of-mouth publicity, reduced marketing expenses, and enhanced customer loyalties. The company needs to have pricing strategy, in which they are able to provide affordable cost with their quality products

To make the regular clients buy more or try new products, Oshkosh B’Gosh clothing line could initiate the following promotional approaches: (1) distribution of samples, (2) discount coupons to clients in the retail stores, (3) special packs (4) issuance of patronage card/reward, and (4) product sponsorships for contests that are both directly and directly associated to the needs of the target market. In addition, the company can use online marketing approach by creating their own websites.

 

Task 2a: External Analysis

Political Factors and Economical

OshKosh B’Gosh may not be able to achieve their success as well as good public image and reputation and may not be able to gain public trust if it will not believe the political factors as part of their approach. The political sectors consider the requirements and prerequisites of the firm or business to follow the political situation so as to be noted as an authorised and legal business. In this regard, OshKosh B’Gosh are always following and considering political factors so as let their consumers know that they adhere to the regulations of the government.

It is essential and significant that companies like OshKosh B’Gosh should also give enough consideration and emphasis to the economic condition and situation of the country.  The economic objective of OshKosh B’Gosh, for example is like a partnership and alliance in which other goals and objectives are revolving.  The economic facets and elements includes the concept in which the firm belongs, i.e. the configuration of the specific competition in which OshKosh B’Gosh has been able to operate the active demand of their clothing and apparel goods, general economic condition of UK or any specific country, situations in relation with their competitors, and the present condition of the market place.  

Sociocultural factors

It can be said that society and culture are essentials facets in the external factors of the firm or business and this must also be given enough attention by the firm or business like Oshkosh B’Gosh especially that they are also conducting business in the global market. It is essential and significant that the OshKosh B’Gosh must conduct their business in line with the social systems so as to gain good public image and reputation. In addition, cultural factors is equally essential, to be able to know the different needs as well as demands of people that belongs to a specific culture (Hofstede, 1991)

Technological

The difficulties of becoming successful in the global market through increased effectiveness, competitiveness, as well as efficiencies, integrated with effective use and applications of information technology, has strengthened the awareness of businesses towards more strategically and effectively streamlined approach for planning as well as management of specific business (Liftman, Lewis & Oldach, 1993).  Thus, it is essential and significant that Oshkosh B’Gosh must give attention with the technological factors of their business and enhances their online strategic planning approach and use of other information technology strategies.

Legal Factors

In terms of the legal factors, each country has existing regulations and laws that need to be followed and considered for the entire operations. These laws and regulations restrict or permit any transactions as well as operations done by the firm or business. The laws make sure that Oshkosh B’Gosh do what is essential for the sake of the entire firm or business, consumers and the entire market environment.  Since it is a global industry, Oshkosh B’Gosh should make it sure that the management of the firm or business (David, 2001) follow legal structures of the UK and other nations they are operating in.

Environmental

            In line with environmental factors, the global environment becomes more aware and responsive for building a better future and environment. Hence, companies like Oshkosh B’Gosh are doing things to ensure that the environment was protected on their every action for having cleaner and greener environment.   In this regard, the Oshkosh B’Gosh also adheres to their corporate social responsibility.

Ethical Factors

            The company should conform to business ethics to ensure that they are only doing the right thing specifically in their responsibilities and duties with their clients. Herein, corporate social responsibilities of the company as part of their ethical considerations should always be considered in all their business operations.

Task 2b.  Develop Mission, Vision, Objectives and Measures

            The following will be the proposed, mission, vision and objectives for the company:

 

Vision

The company aims on providing innovative and creative designs for the company and establish marketing communication approach that will make them the number one choice of their consumers when it comes to kids apparel and clothing products.

 

Mission

The proposed mission for the company will be to provide excellent products to their target market and to obtain loyal clients based on their innovative designs and efficient marketing communication approach.

 

Objectives

In lieu with the strategic vision and towards the accomplishment of proposed mission on all levels, the following objectives will be considered.

 

Respect	To be able to build an organisational culture that reflects the consumers' ambitions and respects their participation in identifying the company direction.
Strategic change	To be able to achieve development as well as continuous improvement through an environment that appreciates the ideas and the innovative talents.
Operations	To be able to design and adapt flexible operations which meet the recent operational needs and the future challenges of the company
Electronic transference	To attain the strategic transference through the increasing dependence on the Information Technology and communication technology to promote the company and its product portfolio.

 

 

2c.  Objectives and Measurement

As mentioned above, part of the strategic planning's the development of a certain objectives that will serve as a direction to be followed by the industry to ensure successful strategic planning process as well as competitive position in the global market. In this regard, the following are some of the plausible objectives that Oskosh B’Gosh may use with its strategic changes

1.      To be known as apparel company industry that provides a new apparel design for all ages.

This objective means that through this strategic change the company will guarantee their target market or consumers that they adhere to the needs of the consumer on providing new and innovative apparel and clothing designs. This may help the Oshkosh B’Gosh attracts more consumers.

·         To be identified as Apparel Company Chain Company that creates a new marketing communication strategy that effectively provide babies an parents quality products of Oskosh B’Gosh.

This objective implies that the company is serious in complying with the needs of both parents and children for having quality products for their children.

·         To be the leader in the initiation of an effective advertising and public relations campaign that would successfully introduce the new Oskosh B’Gosh’s to the public.

This objective aims that giving Oskosh B’Gosh the assurance of having a better public image not only for the generation of today but also in the future. This also aims in helping the company achieve competitive advantage through the establishment of this public image.

 

 TIMETABLE

            The following will be the timetable for the research:

 

ACTIVITIES	WEEKS
	1	2	3	4	5	6	7	8	9	10	11
Goal and Objective Setting of the new management strategy
Decision making for the new marketing communication strategy
Collecting detailed information to be used
Developing a program for the new marketing communication strategy
Team Organisation
Scheduling of the Tasks to be Accomplished
Discussion of Financial Budget
Implementing  the new marketing communication strategy
Monitoring and Evaluation
Gathering Staff and Customer Feedback

 

Strategic Planning

            The strategic planning context has been regarded as vital to attaining set business goals’ and in addition, it also specifies marketing, consumer-orientation, integrated strategic planning, and profitability. Like any other firm or business, Oshkosh B’Gosh clearly and apparently has to try and attain this level of meeting the demands of their consumers as an approach to have competitive edge in the market place. Conventionally, strategic planning has been considered by most private industries and firms with their aim of increasing their capabilities. Strategic planning can be noted as one of the most essential and significant factor which underpins successful business creation (Hills, 1994). The significance of strategic planning aspects incorporates oft-repeated factors like: customer focus, market share, and profits. 

In strategic planning operations, the management of Oshkosh B’Gosh must have the capability to efficient determine and decide the most essential and valuable external environment factors to be checked and observed well so as to sustain the competitive edge of the business in the future. In line with Oshkosh B’Gosh, the management should give focus on having new marketing communication to promote the business. As mentioned, marketing communication includes the plausible situations needed so as to gain competitive edge and position within the UK market.  Efficient marketing communication should consider all the possible factors that drive companies like Oshkosh B’Gosh to determine where it belongs which include the current situation of their rival companies, the economic condition and stability of the region and nation in which the business is operating (in the case of Oshkosh B’Gosh, the business is operating in various areas and nations, including UK and European market).

Dissemination Process

Communication is an essential and valuable aspect of work organisations. Through effective interaction, personnels are able to share insights and learn from each other’s strengths and expertise (Donatelle & Davis 1998).  In implementing or initiating a new business strategies one of the most essential and valuable tool the ensure success is the process of information dissemination.  In this manner, both internal and external communication must be included.

2.2.1 Internal Dissemination

Communication within an organisation goes beyond the concepts of efficient speaking or listening, or what is commonly considered as linear communication. It is an interactive model which deals with feedback and reciprocal exchanges.  Herein, the marketer should ensure that there are open avenues for employees to communicate new ideas, grievances, input and feedback in line with the new business strategies process (Carnevale & Stone 1994). It is essential and valuable that the information dissemination approach is clear and consistent from within all levels of the organisation. It must address both organisational and individual employee concerns regarding the new strategies which is to consider integrated marketing communication approach and consider innovative designs of apparel products.   Information dissemination is useful to the success the strategic change process (Robbins 1999). Herein, a clearly articulated mission or vision and objectives statement is an essential part of building the image of the strategic planning in the minds of the employees. Therefore, effective information dissemination is needed during, before and after the strategic change process has been done. If poor internal communications exist, it could lead to lack of job satisfaction, increased job avoidance, reduced performance and commitment and an increase in turnover (Robbims 1999)

2.2.2 External Information Dissemination

External communication refers to those stakeholders as well as other individuals which can be an significant part of the implementation of the strategic change process. In this manner, the opinion of the key stakeholders who are not necessarily working within Oskosh B’Gosh must also be valued. Lasslo and Jean-Franhois (2000) advised that customer involvement gives a greater potentials for industries to get direct and immediate feedback which may be helpful for the implementation of a certain project. 

Effective external information dissemination approach that educate clients and other stakeholders about the strategic plans and objectives that will be implemented within the company and explaining to them the importance or significance of such strategic activities can also help in gaining the support of the external environment (Orphan 1997). External communication to the stakeholders outside Oshkosh B’Gosh may be done through the consideration of various communication tolls such as the internet, or audio and video campaigns and also other printed materials such as magazines, newspapers.

Initial Implementation

For this strategic plan for Oshkosh B’Gosh the initial strategic implementation may be considered as soon as the transformation and change strategic plan has been modified as well as distributed and disseminated efficiently among the employees and staffs who will be involved strategic plan.  Since, the plan initiating modern or new marketing communication approach for the Oshkosh B’Gosh. In this regard, new advertisements and commercial should be shown which focuses  on the new creation and designs of the business.

 

Activity Table for the new Marketing communication approach 

Activities	Planned Duration	Date	Specialist
Collect Information about the Organisation	5 days	August 8 to 12	Marketing Manager
Researching marketing communication approach of Similar Organisation	10 days	August 15 to 26	Marketing Manager
Collecting Detailed Information about the clients	11 days	August 29 to September 10	Marketing Manager
Monitoring the initial initiation of the new marketing communication	7 days	September 13 to 20	Marketing Manager
Gathering Customer Feedback	19 days	September  2 to October 9	Marketing Manager
Incorporating Transformation and changes	5 days	October 10 to 15	Marketing Manager
Final Training of the Customer’s Staff on Updating The Web Pages	6 days	October 20 to 26	Marketing Manager

 

Monitoring and Control Establishments

After the planning phase for this strategic approach of the new marketing communication the next to be considered is the monitoring and control establishments.  Accordingly, there are risks in not doing control and monitoring.  Herein, the marketing manager of Oshkosh B’Gosh should objectively decide and explain beforehand, when the monitoring approach will be considered and make this a scheduled-milestone.  Though the circumstances may transformation and change in time, it is essential and valuable to identify he work which has been accomplished in the strategic plan.

For this team, the marketing manager should consider monitoring of the working and non-working aspects during the initial implementation of this plan. The marketing team for considering new marketing approach should try to predict where the errors will occur by evaluating the activities' lists. 

Conclusion

            With all these considerations in just the strategic planning pace for the new marketing communication for Oshkosh B’Gosh it is possibly noted that this strategy get done at all with the proper used of strategic planning tools and transformation and new business strategies .  Indeed, developing a new marketing communication for an organisation is a multifaceted and complex task; however, it can be given emphasis that the strongest and powerful tool that any firm or business can use is the strategic planning approach.  The proper utilisation of this strategic planning development gives an enormous ability to enable the firm or business provides quality products and designs for their apparel products.

Reference

Oshkosh Bog's (2009).  Online available at http://www.oshkoshbgosh.com/ Retrieve July 13, 2009.

David, F.R. (2001). Strategic Management: Concepts and Cases. 8^th ed. Prentice Hall, Inc: Upper Saddle River, NJ

Csinkota, MR & Ronkainen, IA (2004). International Marketing. Thomson: South Western.

Hills, G.E. (1994). Strategic planning and Entrepreneurship: Research Ideas and Opportunities. Westport, CT: Quorum Books.

Hofstede, G (1991). Culture and Organisation. Software of the mind. New York: McGraw-Hall Book Firm or business.

Liftman, J.N.; Lewis, P.R; Oldach, S.H. (1993). “Transforming the Enterprise: The Alignment Of Business and Information Technology Strategies.” IBM Systems Journal 32(1): 198-221.