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Words: 6924
Pages: 28
Category: Business and Industry
Date Submitted: 11/17/2013 03:09 PM
Global Strategic Marketing
Michaela Slattery
20041496
Declan Cahill
26th April 2013
Declaration
This assignment has been prepared with the highest standards of academic integrity.
__________________ __________________
Michaela Slattery 26th April 2013
Table of Contents
History of Ann Summers 6
Background Information 6
Profile 6
Competition 9
Strategy 11
Now in Ann Summers 11
Marketing 11
Parties 12
Customer Focused 13
‘Bust’ in Economy 13
Competitive Advantage 14
McKinsey Matrix 15
Igor Ansoff’s Matrix 16
SWOT 16
Leadership 17
Previous Deals and Partnerships 19
Image 20
Change of image 20
Logo 20
Society 21
Primary Research 22
The Future 22
Research and Innovation 22
Evidence of Future Paths 23
Recommendations 23
Potential Blue Ocean Space 25
References: 28
Appendices 30
Table of Figures
Figure 1: Shop Front 7
Figure 2: Product Offerings 7
Figure 3: National Lingerie Day showcasing Ann Summers items 8
Figure 4: The Rampant Rabbit Range 10
Figure 5: S&M Marketing 11
Figure 6: iGasm 12
Figure 7: Party Activities 13
Figure 8: Ann Summers Bags 14
Figure 9: Jacqueline Gold - Successful Businesswoman 18
Figure 10: Vanessa Gold 18
Figure 11: Apple Logo 20
Figure 12: Ann Summers Logo 21
Figure 13: Most Recent Talked about Novel 22
Figure 14: Agent Provocateur Perfume Campaign 25
Figure 15: Ann Summers Parties 26
Figure 16: Agent Provocateur Bedding 26
Ann Summers
History of Ann Summers
This firm was founded in 1970 and named after the founder’s secretary, Annice Summers (Rawsthorn, 2008). Ann Summers was then acquired by David and Ralph Gold in 1972.
Background Information
Ann Summers is one of several companies owned by Gold Group International (GGI) and was acquired by GGI chairman, David Gold (Lafferty, 1996). Parent company GGI also own several other companies including: Ann Summers, Knickerbox, Gold Aviation, Greenwhich...