ST1-CH3

Answer the following discussion question.

1. Enumerate and define the facts of the case

 SuperGroup had to issue three profit warnings in a short period of time and saw a
significant decline in the price of its stock
 Superdry was founded in 1985, the firm is recognized as a distinctive, branded fashion
retailer selling quality clothing and accessories.
 Management turmoil is one of the firm’s problems.
 In January of 2015, the CEO abruptly left. Almost simultaneously, the CFO was suspended
for filing for personal bankruptcy, and the Chief Operating Officer left to explore other
options.
 Some analysist believe that superdry firm’s growth had been ill-conceived because of sm
ineffective strategic decision and other said “The issue with SuperGroup is that they’ve
expanded too quickly, without the supporting infrastructure.”
 The owner of Superdry, has encountered problems in efforts to maintain and hopefully
enhance the value of the Superdry brand.

2. Define and discuss the different strategies mentioned in the case

 The case study revealed that superdry start with realigning their market and as part of
its efforts to reignite Superdry's brand image, SuperGroup hired actor Idris Elba as their
brand ambassador, at the time of his selection was aged 42, thinking that it would appeal to
the customer who was “growing up” with the Superdry brand.
 (Expansion of the target marketing) SuperGroup has expressed the intention to begin
selling in other countries, including China, while still protecting its Superdry brand. This
will mean determining the appropriate pricing strategies for each country, training and
supporting an international sales force, and creating advertising campaigns.

3. What is the key learning of the case?

 From the case, it has highlighted that the sales have been dropped since 2014. This could
be explained that how significant it is to a brand to compete with others. Fashion always
has its particular own trend and Superdry is an old brand that has been found in 1985, it
might because of not meeting up the latest trends that lead to decrease in sales due to the
clothing is no longer up to date. Therefore, the brand needs to have more creative ideas
to make a new highlight of their brand again in order to improve their customer
retention and attract more new customers which able to boost their sales in the future.

4. What strategic implication did you learn from the case? How can such a strategy be
applied in another business strategy, give example?
 The strategic implication I’ve learn from the case is that the companies or firms must be
resourceful especially on the tangible asset they have; well process of management delivers
good results. For example, company had a problem from uncertainly event that affects the
process and name of your business and you had all resources particularly skilled people in your
company which able to suggest different strategies and solution on your current situation,
having them is very critical on survival of the business and also to prevent the delay of the
business growth.