Chapter 18, Problem 18.18CC

Summary Introduction

Case summary:

Company L is one of the retail business company in Country U. It sells their products through direct marketing apparel retailer by putting the customer needs first and serving the customer needs. This results in constant growth by today Company L sold $1.5 billion worth of clothing worldwide.

It is not only focusing on external capabilities but also on internal capabilities and looking to achieve greater efficiency through changes in the operational improvements.

Firstly, Company U entered into the business of outdoor footwear working on the basement of apparel shop. The flow of direct marketing is not worked well for company but the company believes that to keep the customers happy and satisfied at any cost.

The core value based on quality merchandise and better customer service. They believed that, customers are satisfied with products they will promote the company to others.

Later on Company L transitioned to digital space over the print catalogue but company remained and focusing on better customer service experience.it is not only providing god services to the customers but it responded quickly to the customer concerns by maintaining database.

This exceptional customer service and the service policies both traditional and online gives Company L a competitive advantage. It helps Company L to become more aggressive and plans to accelerate growth rate and grab maximum market share.

To discuss: Classification of Company L in terms of competitive position and explain.