University Presentation Showcase: Undergraduate Poster Gallery
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Creation Date
Spring 2016
Major
Marketing
Department
Management, Marketing, and International Business
Degree
Undergraduate
Mentor
Qian Xiao
Mentor Department
Management, Marketing, and International Business
Abstract
Performing better than the competition or achieving sustainable competitive advantage, is one of the primary goals in business. This is true for all companies, including that of the global retail company, Abercrombie & Fitch, which has been in operation since 1892. Upon selecting Abercrombie & Fitch, an analysis was completed to determine the strategic position of the company and the local retail branch located in the Fayette Mall. Using the results of the analysis, recommendations were made to the local retail store in order to help the management better serve their target market. An external analysis was completed using a PESTEL analysis, Porter’s Five Forces model, and a strategic analysis to evaluate the current strategic groups that exist in the industry and how dynamic the retail industry is. An internal analysis was also conducted by examining the resources, capabilities, core competencies, and the value chain. The SWOT analysis also provided insight into the internal aspects of the company. A further look into the internal components of Abercrombie & Fitch provided information into the current business strategy employed by the company, the desired target market, and the management techniques used by management within the local retail store. After utilizing the previous mentioned information, conclusions were developed and recommendations were made to Abercrombie & Fitch and the local retail store. A strategy was also created to help the company determine their target market, their competitive position, and the tools needed to broaden their business framework. The recommendations and the strategy created will be utilized by management within the retail store and communicated to higher-level management in Abercrombie & Fitch’s Home Office.
