Fossil Corporation Essay

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| Fossil Incorporated | Smart | | | | | Prepared for: Mr. Myslevic, Mr. McGuire, and Dr. Rightmer Prepared by: Kathryn Bishop, Mitch Hoogland, Jordan Rosiak, Matthew Sterkenburg, and Shawn Stressman Date: Fall 2013 ------------------------------------------------- Table of Contents Executive Summary 4 Situation Analysis 6 Company 6 Who is Fossil? 6 Corporate Goals 7 SWOT Analysis 8 Organizational Structure 13 Fossil’s Capabilities and Processes 17 Industry Environment 17 Customers 18 Who are Fossil’s Customers? 18 Recent or Expected Behavior Change 18 What Fossil Offers Customers 19 Why Customers Buy from Fossil 19 Order Qualifying Characteristics 21 Order Winning Characteristics 21 Context 22 Industry 22 Economic 24 Technological 26 Societal 26 Legal 27 Competitors 29 Guess? 29 Michael Kors 30 Kenneth Cole Productions 31 Financial Ratios 33 Competitive Advantage 39 Collaborators 40 Growth Strategy 42 Detailed Description 42 Goals and Objectives 45 Segmentation 46 Targeting 48 Positioning 49 Internal and Sustainable Growth Rates 50 Strategy Execution 51 Product 51 Goals 51 Smart 51 Processes 53 Outsourced Components 53 Life Cycle Stage of Smart 55 Services and Warranties 56 Place (Distribution) 57 Goals 57 Market Exposure 58 Channels 58 Supply Chain System 60 Promotion 61 Goals 61 Promotional Blend 63 Price 65 Value Proposition 65 Customer Price Sensitivity 66 Pricing Strategy 67 Breakeven Analysis 69 Pro Forma 69 Capital Budgeting Analysis 71 Implementation and

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