To completely retool our image is a daring act on the part of the company, but the executive management team is confident that this is the best step to take, albeit untraditional (Maclachlan 130). Appendix I

Bibliography

Hisey, Pete. "Marketing support for lifestyle merchandising - K mart's Fresh New Face."

Discount Store News. 17 Dec. 1990: 1-4.

Maclachlan, Ian. "Plant Closure and Market Dynamics: Competitive Strategy and Rationalization." Economic Geography 68.2 (1992): 128-142.

Pennington, April. "Designer Babies: Munchkin Couture Is All the Rage With Hip

Parents." Entrepreneur. Sept. 2005: 1.

Outline

Situation Analysis

Objectives

Company Strengths

Management style

Loyal employees

Slow, steady marketing

Long-term existence

Relationship with wholesalers

Established plants

Established distribution channels

Company Weaknesses

Military style technique

Developing trendy atmosphere in traditional New England

Cost of living increases by unions

Risk of radical makeover

Opportunities

s
Regain #1 rating

Secure future

Higher profit

Diverse product line

Freshness of product

Good income forecast

Threats

Not only company considering move

New demographic

Finicky market

Price and quality control

Material accessibility and availability

Audiences

Employees

Departments

Management

Financial industry

Media

Consumer

Spokesperson Credibility

Skepticism

CEO

Qualities

Desired Responses

Buy-in

Understanding

Roles

Consistent and positive messages

Relationships

High quality

Purchasing

Communication Strategies

Employee worry

Other worry

Plan

Phase one

Phase two

Phase three

Verified Results

Determine success

Measurement/Evaluation

Current year

Projections

Strategic Action Plan

Employee Memo

SWOT