Outline+Draft+with+Explanations

Victoria's Secret is one of the major domestic retailers of female's underwear and beauty supplies. Victoria's Secrets destributes variety of products in different categories: underwear, swimwear, fragrance, skin, and body care. VS can satisfy needs and desires of any customer. Opened in 1977 by a Business school graduate in California. Stores were built in friendly to men manner, so men who were looking for the lingere felt comfortable in the stores. In 1982 company was sold by its owner to The Limited. The Limited continued on pleasing the customers with the same model of runing the business, but also implemented more stuff in their stores.The Limited added a variety of the new products to the customers, you could find not only bras and panties, but shoes, sleep wear, and fragrance. In 90th it became one of the biggest retailers for females lingere in the US. Starting 1995 up untill now VS places annual fashion show to broadcast their products for the entire America. In recent years, VS started to sell fragrance for men also. Company's target clientele are mid-class consumers.
 * Overview:**
 * Introduction
 * Company History
 * Analysis:**
 * Type of Organization
 * Organizational Structure and Design
 * Products
 * Size of Organization: Victoria's Secret organizational size can be considered large. It consists of 50,000 employees and are located in almost all 50 states. Organizational size relates to structure and control within an organization which can lead to advantages and disadvantages.
 * Life Cycle and where Victoria's Secret is in the life cycle:Life cycle can be defined as a perspective on organizatonal growth and change that suggests that organizations are born, grow older, and eventually die. The stages include entrepreneurial, collectivity, formalization, and elaboration. Victora's secret history suggests that the have successfully passed through the entepreneurial, collectivity and formalization stages and are currently in the elaboration stage.
 * SWOT Analysis
 * Victoria's Secret Operates in the subset of the retail industry specifically catering to intimate wear. Brand recognition propells Victoria's Secret's sucess. We will use a general SWOT analysis for the industry to make recommondations later in the report. We will use key concepts from the text to illustrate behaviors and theories within this industry.
 * SWOT
 * Strengths:
 * Victorias Secret has established a strong brand awarness
 * Catalogging and IT to current customers
 * Expansion into Canada 2009
 * Products are unique and well designed
 * 1st to showcase a fashion show on live TV
 * Weaknesses:
 * Hygiene for trying on undergaurments
 * management
 * turnover
 * only appeals to women
 * limited income bracket focus
 * Opportunities:
 * Expansion of brands
 * expansion of products
 * expanding into a men division
 * Focus more on enviornment
 * Integrate more IT
 * Threats:
 * Competitors
 * online shoppers
 * Weak economy
 * Strategies Victoria's Secret Uses
 * Past Strategies: We can analize what has changed regarding management, technology to produce, national/global expansion, past challenges,Interorganizational relationships (why did some companies get phased out of the Limited Brands while Victoria's Secret stayed strong), Manufacturing Structure and service technologies. How did decision making processes and management structure effect these decisions? What Changes has Victoria's Secret made? (segway into current strategy)
 * Differentiation Strategy
 * Victoria's Secret focuses heavily on Marketing and new product R&D is emphasized. The company differentiates itself by hosting the annual Victoria's Secret Fashion Show, featuring high profile fashion models such as Adriana LIma and Heidi Klum. The show is broadcasted live on American television and it's distinguished for being a lavish event with elaborate costume lingerie, varying music and set design. The show attracts hundreds of celebrities and entertainers with some even performing for the show.
 * Victoria's Secret heavily uses stylish mail-order catalogs, a form of direct marketing. This creates a comfortable environment for men to browse the companies' product categories, without feeling intimidated. They can shop for a gift for a special someone or couples can select products from the comfort of their home.
 * Most of Victoria's Secret's competitiors come from department stores that carry lingerie brands from rivals: Sara Lee, Warnaco, VF Corporation and Fruit of the Gloom. While these competitors have greater exposure of their products by supplying to various stores, they do not create the intimate and personalized environment Victoria's Secret enjoys. Marketing, customer service and selection are at the heart of the company's core competencies.
 * Integrated Business Structure
 * Victoria's Secret stores
 * Victoria's Secret beauty
 * Victoria's Secret Direct
 * Pink
 * Intimissimi
 * Sexy Sport
 * Innovation and Change
 * Use of Style Sight as a trend-tracking tool
 * International expansion
 * Canada
 * Japan
 * Expansion of stores by 50%
 * Further reduce in-store inventory
 * Partnering with Virgin America
 * Future Outlook
 * Quarter: Same store sales gains
 * 5-10 years: International Growth
 * Conclusion:**
 * Recomendations
 * Going global, viral marketing, managing decision making processes
 * Conclusion