Shirt Master Group ( summary )

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Summary

This case study is about a manufacturing and designing organization Shirt masters, CEO tony appoints an external management consultant to analyze the performance and identify key strategic and operational problem and recommend solutions.

ShirtMaster was established in 1950’s by Howard master who was a skilled tailor and thus he opened this organization with the purpose of manufacturing and designing men shirts and ties.

By 1960’s the firm had grown over to 2000 small retailers which dealt with all men accessories and clothing, helped by the extensive and expensive advertising campaign of the ShirtMaster, not only did this help but the Fashion Lead of London also boomed the business.

By 1996 the firm was took over by tony master who worked as CEO of the ShirtMaster brand and managed the operations of ShirtMaster division

ShirtMaster is divided into two categories.

The ShirtMaster division and corporate clothing division, The ShirtMaster division as mentioned is directly managed by tony master, this division deals with the retail business, since the beginning ShirtMaster division had the lead business and market share but due to the changing market and competition it is losing market share and profit.

 This division international strategy is to penetrate in the European markets followed by the Asian Growing markets, but to enter the European markets this division need to strategically align with a European partner in distribution or retailing.

Corporate clothing division works independently, dealing in work wear for large corporate customers, in the start this division was not profitable and had small market share and profit, but since then its market has grown. Major contracts have been gained with banks, airports and the police, fire and ambulance services. Its designers work closely with the buyers in its large customers and divisions sales revenue benefit from the regular introduction of new styles of uniforms and work wear.

This division has also developed its manufacturing base along with IT systems to satisfy the cusomters.It is particularly proud of its computer-aided design and manufacturing (CAD/CAM) systems, which can be linked to its customers and allows designs to be updated and manufacturing altercations to the introduced with its customer’s approval. They also follow the customer service package.

This division is also going to penetrate in the European market with a strategic aligned partner.
Shirt master group future strategy.

The CEO is determined to re-establish ShirtMaster as a leading shirt brand in the UK along with launching the European countries.

The initial feedback meeting with the management consultant has confirmed the concern that he is not delegating sufficiently. The consultant commented that Tony’s influence could be felt throughout the shirt master division. Managers either try to anticipate the decisions they think he would make or alternatively not take the decision until he has given his approval.

The end result is a division not able to meet the challenges of an increasingly competitive retail marketplace. And losing both money and market share