Ann Summers

B00193145

Business Policy and Corporate Strategy

Lecturer – Mairi Gudim

Word Count –

For an organisation of your choice, trace the changes of strategy and strategic direction over the last ten years. Relate these changes to any changes in strategic leadership, structure, culture, market focus, environment and strategic direction.

Contents

Topic Page Number(s)

Abstract

Introduction

Overview of Ann Summers PLC

Last ten years of trading

Strategic Analysis

Summary

References

Appendices

Abstract

Introduction

Ann Summers PLC was formed in 1970. The company sold sex toys and lingerie aimed at women for the companies on store in London’s Marble Arch. As the topics of products were seen as taboo, the company began trading in small parties of women. A host, normally known to the prospective clients would visit their homes and give them a viewing of products they could purchase. Over the coming years, the company began to grow and the demand for Ann Summers parties and stores became more popular. Having to contend with cultural differences and selling products of such a controversial nature, lead the company to encounter issues, which required strategic management in order for the company to grow and be successful. The growth and an overview of Ann Summers PLC will be provided below, further to this an in depth look at their last ten years of trading will be investigated. The problems the company faced, and how they overcame the problems. There will also be a SWOT, PEST and EVR analysis of the company, and recommendations made, that may improve and develop the company and their success.

Overview of Ann Summers PLC

Cabron Waterfiled and Annice Summers, who the company was named after, formed Ann Summers PLC in 1970. Following a row, Annice left the company, and Ralph and David Gold quickly purchased Ann Summers. Ralph and David Gold transformed the Ann Summers sex shop in London, to a reputable retail...