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Group I, Section F
Astha Gupta (11DM-027) Gourab Gangopadhyay (11DM-040) Jagadeesh Kommineni (11FN-044) Mavlankar Sanket (11FN-060) Pranav Iyer (11DM-104) Rachita Tiwari (11HR-022)
CASE ANALYSIS
I. Problem What uniting mechanism can Timberland Company administer to achieve the fullest potential of appropriate product design and process given the existing disparity between the In-line teams and Invention Factory?
II. Objectives
a. To ensure that the manufactured product is to be positively responded by the consumers. b. To provide sufficient focus to ensure the best use of resources without restricting innovation. c. To guarantee that there is always the presence of balance with regards to fashion and functionality in all Timberland products. d. To resolve the lack of wholesale and interest of Invention Factory ideas as they are integrated to the mainstream of Timberland. e. To improve the relationship between Invention Factory and In-line teams.
SWOT Analysis
Strengths: The company has a strong name and brand recognition, which is critical. In the retail industry most people recognize Timberland as some type of shoe or outerwear clothes maker for outdoor work and activity.
SWOT Analysis
Strengths: (Contd..) Timberland has the ability to argue for the quality of its products. Timberland has the ability to squeeze its operating costs for more savings. This in turn frees up cash as less gross revenue is eaten up by expenses. Being able to produce cash during hard times allows Timberland to be strategically stronger with resources it can use to expand quickly when needed.
SWOT Analysis
Weaknesses: Timberland relies on sales overseas in Europe and Asia. As the strength of the U.S. dollars grows or weakens, this will affect international sales revenue. A strong dollar will decrease sales relative to the Euro or Asian currencies as consumers in those countries effectively buy less.
SWOT Analysis
Opportunities: As other competitors suffer and fail because of a lack of sales and finicky consumers, Timberland's sales due to strong reputation at worst have been flat. This opens up the ability to push for gaining market share as competitors fail.
SWOT Analysis
Threats: Being in retail, Timberland will suffer as the economy suffers since consumer will retrench and hold back on their discretionary spending. Costco, Wal-Mart and Target look far better for necessity clothing when one has to choose with less money. This economy-driven behavior, which Timberland cannot control, will be cyclical and eventually will go away.
Group Recommendation
The group recommends the fourth option of allowing selected In-line representatives to be involved in the decision making process with regards to the product design and process of the latest ideas that will be presented by Invention Factory.
Action Plan
1. Higher management in Timberland will assess members from In-line teams who are capable of balancing fashion and functionality so that they may have the necessary skills to be the bridging gap between Inventory Factory(IF) and In-line. They should also clearly state the roles and expectations coming from both IF and In-line so as to not blur the lines when it comes to the development of the new product. 2. After the assessment of In-line representatives, integration of these personnel will be imposed as a new innovation begins coming from Invention Factory so as to ensure that In-line teams will also take part in the design process of the latest product.
Action Plan
3. Necessary feedbacks and evaluations from both entities should be made during discussions of the new concept to assure that Timberlands goal of having innovative products at the same time catering to the aesthetic pleasure of the customers will be met. 4. Opposing opinions should also pave way for much needed adjustments if In-line should think that product has a low chance of being entertained in the market or if iF thinks that the commercialization of the product is infringing in its innovativeness.
Action Plan
5. After the conceptualization of the product from both iF and In-line, iF should also be given the privilege to have a say in the marketing of the product after its integration to mainstream Timberland to settle a compromise between the two groups.
Conclusion
In conclusion, the problem of product design and process given the current relationship between In-line team and Inventory Factory will be resolved by the imposed compromise and participation of both in the innovation process of the product.