Strategic Planning

Questions:

How can our team capture the zeitgeist, as it relates to women’s handbags, in order to create an accurate forecast for the 2010 Butler Bag?

How can we as a team collect qualitative data by examining hidden currents?
To answer these questions, we will break down the macro environment into the following researchable categories.

The Macro Environment: past (year: 1998) and current (2008):

The Context:

- Social (Lindsey, Kristin) :
o Conserving space and materials
+ Renewable resources
· Bamboo, Solar energy, wind energy, bio diesel fuels
+ Going Green
· Organic grown and produced materials, recycling / re-using
+ Health Awarness
· Organic products, exercise, proper nutrition, active lifestyles
- Cultural (Kristin Erica):
o Tradition
+ Body Art
· Tattoos, piercings, branding, scarification
o Beliefs
+ Religious diversity
· Limitations to dress and product use
· Celebrations
o Conflict between different cultures
+ Wars
· International hostility
+ Religious Conflict
· Middle East
o Media
+ TV, Magazines, Radio, Red Carpet Events
· Elite influences the masses
- Political/Economic ( Suzanne, Ashley) :
o Economic aftermath of the presidential election
+ Conspicuous consumption
· Purchasing of unnecessary items during economic slump
o Recession vs. Growth
+ Unemployment Rates
· Fewer jobs = Less income = less buying
· More Jobs = More Income = More Buying
+ Discretionary income
· Poor economy = less spending money = less buying
· Price Points fluctuate
· Comparative shopping to save money and not give up fashion
- Societal and environmental changes (Kristin, Lindsey)
o Possible Natural Disasters
+ Myan calendar 2012
o Non-renewable resources
+ Forest Clearing
+ Petroleum
+ Clean Water

The Product:

- Color (Suzanne, Erica):
o Color wheels
+ Style.com
+ Nordstrom’s
+ Pan Tone
+ Color Association
o Colors that influence mood
+ Red = Hunger
+ Cool Colors = calming
+ Warm color = Exciting
o Designer collections from Fashion week
+ New York vs. Paris
o Alternating dark and light
+ Seasons
+ Years
- Technology (Ashley, Erica)
o Household Products
+ Materials used for products
· Glass, Plastic, Metal, Wood
+ Color Trends
· Kitchen Aid
+ Products doubling as décor
· The “Cone” Vacuum
o Electronics
+ IPods, Laptops, Zune’s, Cell phone covers
o Motor vehicle Styles
+ Car Colors
+ Boxy vs. Round
+ Futuristic vs. classic
- Fabric/Fiber/Finish (Ashley, Lindsey)
o Raw Materials
+ Woods
· Bamboo
+ Fibers
· Organic Cotton
· Hemp
o Animal Products
+ Hides
· Leather / Fur
+ Synthetic Products
· Lowers costs for production and sales
· Reduces controversy

- Designs / Styles (Kristin)
o Influential factors
+ Furniture style lines
· Big vs. Little
+ Architecture style lines
· Patterns
· Bridges
+ Art movements
· Art Nouveau
· Modern
· Florals
+ Alternating soft and flowing lines

The End User

- Geographic (Lindsey)
o National vs. International
+ Internet accessible
+ Status of global market
o Climate
+ Styles for warmer and colder climates
- Psychographic (Erica)
o Consumer Values
+ What fashion means to different people
+ Conformity vs. individuality
- Behavioral (Suzanne)
o How and what consumers buy
+ Fashion vs. Necessity
o Consumer Patterns
+ Surveys, interviews, observations
+ Willingness to pay for product
- Demographics (Ashley, Erica)
o Age
+ What age groups are buying what?
+ How much are they spending on average?
o Gender
+ Male vs. Female spending
· Do women spend more than men?
o Income
+ Disposable Income vs. Discretionary income
· What gender/age group has the most discretionary income?
o Education
+ How does a higher education influence a consumers buying habits?
+ Does rising cost of education reduce spending for certain products?